Outsourcing its transportation and logistics function is allowing snack manufacturer Lenny & Larry’s to better manage growth and focus on its core competency: making cookies.

Mike Meier has joined the company as the Senior Vice President of Strategy. Mike will be responsible for managing the company’s business intelligence, data analytics, and pricing strategy at BlueGrace, and he will be reporting directly to the CEO, Bobby Harris.

Though it may be tempting to see these efforts by Shopify and eBay, and those that come from retail stakeholders in the future, as attempts to cash in on seemingly unending e-commerce volume, the move into fulfillment may be more defensive than offensive, according to Adam Blankenship