One of the nation’s most recognizable packaged chicken brands has hired a well-known executive to head up its e-commerce operation.

David Zucker, senior vice president, e-commerce and new ventures, Perdue Farms

Perdue Farms, which bills itself as the largest producer of organic chicken in the United States and a brand of meat many consumers recognize in the grocery store, has named David Zucker as senior vice president of e-commerce and new ventures, a newly created position.

Zucker will oversee all aspects of Perdue’s e-commerce strategy, says Perdue Premium Poultry president Mark McKay. “E-commerce is an increasingly important part of the Perdue Foods growth plan, and we’re pleased that David Zucker is onboard to lead our efforts,” McKay says. “We have to meet consumers where they are today, which is more and more online, and expanding our presence is vital to drive new growth for our business and brands.”

Purdue, an agribusiness and meat processing company with annual sales of more than $6.7 billion and nearly 21,000 employees, isn’t saying much just yet about its current and future yet.