Bini Reilly will join the Soothing Touch team as Eastern regional sales manager. Soothing Touch, located in Santa Fe, New Mexico, is a family owned manufacturer of lotions, oils, gels, salt and organic sugar scrubs, bath salts, organic lip balms and more for many classes of trade.

Reilly will be managing the natural and conventional HABA business for the company. She has many years of retail sales experience, which provides Soothing Touch with a valuable perspective for the growth of the organization. She is highly respected throughout the industry and will be working with Gurukirn Khalsa, “GK”, national sales manager for Soothing Touch, on building a strong foundation for growth in natural foods as well as the conventional grocery trade. She has worked diligently throughout many years to support vendors, retailers and distributors in building a strong partnership. She and Khalsa have teamed up together in the past when they both were regional managers for SGN Sales and Marketing, a natural foods brokerage company. She is located in Bethesda, Maryland, which will position her centrally in her territory. She begins her efforts with Soothing Touch on March 1, 2010.

Reilly brings with her a number of years of experience in the retail world as well as brokerage and manufacturing. Most recently she has been a general manager of GreenStar Cooperative Market, a 2 store operation in Ithaca, New York, with $13.5M in sales and 160 staff. She was an Eastern regional sales manager before that with Lakewood Juices, covering all channels of trade and brokers from Maine to Florida. As regional manager for SGN, her efforts were coordinating promotional and merchandising programs for key accounts such as Whole Foods.

Reilly also works in consulting with retailers assisting them in all aspects of their operations. She has a long track record of strong sales growth in all types of business cycles. She has a bachelor’s degree in zoology and biology and a strong background in computer technology. She is committed to environmental and sustainability issues and has worked hard to manifest these values in the companies with which she is involved.

For more information, contact Gurukirn Khalsa at (505) 820-1054, ext. 102 or e-mail at