Swiss Farms Makes New Hire to Drive Franchising

BROOMALL, Pa. -- Drive-thru convenience store retailer Swiss Farms hired Rocco Fiorentino as its new president of franchising. He has been a member of the International Franchising Association since 1996 and a board member since 2008, the Philadelphia Business Journal reported.

Fiorentino previously served as chairman and CEO of Philadelphia-based United Financial Services Group, and before that, was a founding member, president and CEO of Eagle Tax Services Group. Both firms have franchise offices. He also served as president and CEO of Freedom Rings LLC, which was the Krispy Kreme franchisee for Pennsylvania, New Jersey and Delaware.

"We are excited to have someone with Rocco's talent and experience join the Swiss Farms team. I am confident that with Rocco driving the franchise development efforts, we will be able to attract the very best multi-unit operators in the industry and expand the Swiss Brand with world class partners," said Paul Friel, CEO of Swiss Farms.

Swiss Farms, based in Broomall, Pa., operates 13 corporately owned stores in Pennsylvania that sell dairy items, bread and convenience products in a drive-thru format.

As previously reported by CSNews Online, the company has plans to open 100 new units in the next five years. The operator's first franchise location was scheduled to open this spring in Camden County, N.J.

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