Jeff Burt has been named senior vice-president of grocery, fresh food and beverage for Target Corp. He will join the company April 10.

In his new role, Burt will aid in advancing and executing Target’s food and beverage strategy, which the company said is “centered on defining a differentiated guest experience through a curated assortment, quality products and competitive prices.”

“I’ve always admired the love that shoppers have for Target,” Burt said. “There is an opportunity to harness the power of the Target brand to more clearly cater to what consumers want when they’re shopping for food and beverage. I am eager to join the team to help fuel the work that’s underway and propel the business forward.”

Burt joins Target from The Kroger Co., where he was most recently president of the Fred Meyer division. In this role, he was responsible for the executive management of stores, fuel stations, distribution centers, manufacturing plants and 38,000 employees. During his 30-year career at Kroger, he held a number of leadership positions, including leading the chain’s central division, overseeing various merchandise categories, overall merchandising and operations.

“After an extensive search to find a new leader to join our team, I’m confident that Jeff is the right person for the charge,” said Mark Tritton, executive vice-president and chief merchandising officer for Target. “His vast industry expertise will accelerate our plans to bring a unique food and beverage experience to Target guests. He’s an enthusiastic and passionate leader with the deep knowledge in food and beverage that Target needs to build on recent progress and drive future growth.”