Former Rexall Pharma Plus CEO Frank Scorpiniti has been officially announced as the new chief executive at Earth Fare, a natural and organic grocery chain that bills itself as “the healthy supermarket.”

News of Scorpiniti’s exit from Rexall and hiring at Earth Fare had emerged last fall. Earth Fare said he took the reins as CEO on Oct. 29.

In any event, the move brings a veteran retail pharmacy executive into the burgeoning natural food supermarket arena, which has seen no shortage of players. Asheville, N.C.-based Earth Fare, with 33 stores in the Midwest and Southeast, offers natural and organic foods free of additives and artificial ingredients, as well as health and wellness departments featuring holistic bath and body products, vitamins, dietary supplements and other nutritional products.

Earth Fare noted that Scorpiniti comes to the company amid a period of rapid growth. The chain plans to add more than a half-dozen stores in 2015, starting with its first metro Atlanta location, slated to open during January. Given Scorpiniti’s accomplishments at Rexall and Duane Reade, the bet is that he’ll keep Earth Fare on a strong growth track.

“I am looking forward to bringing my personal passion to Earth Fare and helping an already vibrant company reach its full potential,” Scorpiniti stated.