Provi Names Matthew Tucker CEO

Provi, a B2B digital platform for the beverage alcohol industry, has appointed Matthew Tucker as its chief executive officer. Tucker will be responsible for shaping Provi’s strategy to drive innovation and efficiency and better serve a fragmented industry. Tucker will succeed founder Taylor Katzman, who will remain on the board of directors as executive chairman.

Tucker brings more than 20 years of leadership experience across restaurant and hospitality technology, e-commerce, and SaaS. Most recently, as head of Tock, he led the company’s expansion into a leading restaurant reservation platform, culminating in its acquisition by American Express, where he subsequently served as chief commercial officer.

Previously, Tucker spent nearly nine years as president/chief operating officer of Olo, helping transform the company from a 10-person startup into a 700-plus-employee public company, including guiding its successful IPO in 2021. As Provi enters its next phase of growth under Tucker’s leadership, the company remains focused on simplifying the complex beverage alcohol purchasing process for bars, restaurants, and retailers, and building better tools and products for distributors and distributor sales representatives.

Founded a decade ago, Provi connects retailers, distributors and suppliers through a single digital marketplace. The company also operates SevenFifty, the catalog and platform for the wine and spirits trade, and SevenFifty Daily, an online publication offering news, insights and analysis for the beverage alcohol trade.

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