Former Safeway Executive Named VP at Cellfire

SAN JOSE, Calif. — Cellfire, a mobile coupon company here, on Monday said it has appointed Wes Horvath as vice president of retail and grocery.

Horvath has more than 20 years of experience in the grocery industry, including a stint with Safeway where as vice president of business development he helped build the Blackhawk Network, Safeway’s prepaid card subsidiary.

At Cellfire, Horvath will be responsible for expanding retailer partnerships.

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