#Canada #Vancouver #Functional Food #Eshbal #Natalie Ben-Zur

Eshbal Strengthens North American Team with New Appointment

Eshbal Functional Food Inc., a dynamic player in the gluten-free and health-oriented food sector, is excited to announce the appointment of Natalie Ben-Zur as its new Vice President of Online and Business Operations for North America, effective March 5, 2026. This strategic move comes as Eshbal seeks to solidify its growth position in the North American food market, particularly in response to the increasing demand for gluten-free options.

Expanding in North America

Having recently entered the North American market, Eshbal is on a mission to ramp up its commercial activities across various channels, including retail, food service, and online sales. The addition of Natalie to the leadership team is seen as a crucial step in bolstering these efforts. Her wealth of experience in ecommerce and operations will be instrumental in navigating the complexities of scaling the business.

Natalie brings a proven track record of successfully managing high-growth companies and spearheading digital transformation initiatives. Prior to joining Eshbal, she held significant roles at Beyond The Rack, where she oversaw multimillion-dollar partnerships and operational systems on a global scale. Her academic credentials include a business degree from McGill University and a Master of Science from Concordia University, equipping her with the knowledge and skills to excel in her new role.

Collaborative Growth Strategy

In her new position, Natalie will collaborate closely with Eshbal's COO, Avi Marcus, to enhance the company's ecommerce capabilities and operational frameworks. The pair aims to initiate an aggressive online launch across Eshbal's brands, which include Barilli, Dare to be different, and Gluten Free Nation. Part of her responsibilities will involve developing and managing ecommerce platforms as well as all direct-to-consumer channels—ensuring that Eshbal's innovative products reach their target audiences effectively and efficiently.

Avi Marcus stressed the importance of bringing onboard experienced local leadership to support the company's expansion in North America, noting, "Natalie combines deep ecommerce expertise with a practical 'get things done' approach. Having someone with her experience on the ground strengthens our ability to scale sales channels and support the continued growth of our brands in the region."

Natalie Ben-Zur echoed similar sentiments, stating, "I'm excited to join Eshbal at this stage of its growth. The Company has built a strong foundation and a unique portfolio of brands, and I look forward to working with Avi and the team as we continue expanding our presence across North America."

About Eshbal Functional Food Inc.

Founded with a vision to meet the evolving dietary needs of consumers, Eshbal is dedicated to establishing a scalable platform focused on gluten-free and health-conscious products. The Company is publicly traded and has adopted a brand-focused approach that involves acquiring promising food brands with an existing presence and growth potential in the market.

Since its listing on the TSX Venture Exchange in 2025, Eshbal has executed several key initiatives, including securing U.S. brokerage representation to expand its retail distribution, launching localized production in collaboration with Queen Street Bakery, and successfully completing the acquisition of Gluten Free Nation and a majority interest in Dare to Be Different Foods. These strategic moves not only enhance Eshbal's brand portfolio but also contribute to immediate revenue growth and strengthen its distribution and production capacity.

Eshbal maintains an active digital presence while engaging with investors through its corporate website and social media channels to share updates and product innovations. The company's commitment to building a robust network within the North American market reflects its ambition to become a leading name in the health-oriented food segment.

For more information, visit Eshbal's website and follow them on LinkedIn, Facebook, and Instagram.