YottaMark, Redwood City, Calif., is adding three new executives.

Peter Townsend, former chief information officer at Driscoll Strawberry Associates Inc., Watsonville, Calif., for eight years, is YottaMark’s senior director of customer operations; Mark Belinsky, who worked previously for Unisoft, Supermac Software, and Interop, is YottaMark’s senior vice president for corporate and business development; and Todd Laurence joined as vice president of sales from i2 Technologies, a provider of advanced supply chain software, where he held a variety of sales roles, according to a news release.

Randall Freeman, YottaMark’s vice president of sales, is now vice president for strategic market development, focusing on developing relationships across perishables categories, according to the release.

All three men started recently, according to the company.

YottaMark hired its new executives after closing its $8 million in Series C funding led by Thomvest Ventures and included existing investors ATA Ventures and Granite Ventures LLC.