ORLANDO-Still struggling for a turnaround, locally-based World Commerce Online Inc. is reshuffling its top command to staunch the bleeding of the two-year-old online trades network developer for perishable food and commercial cut flowers. Although it has received $60 million in venture capital, the publicly-traded firm posted a nine-month loss of $27.2 million and a third-quarter loss of $10.4 million.

The 200-employee company, with offices in eight countries, is bringing in Joe Dugan, formerly of Oracle Corp., as president; and Michael Poole, a member of the Federal Reserve Bank of Atlanta’s Jackonsville, FL branch, as CEO. Robert Shaw remains as the company chairman. He previously held all three positions.

Dugan was a senior manager of e-business solutions at Redwood City, CA-based Oracle Corp. and a consultant for Cambridge Technology Group of Boston. Poole has been a World Commerce board member since 1999. He is the founding principal of Poole Carbone Eckbert, a Winter Park, FL-based investment banking firm.

World Commerce is banking on several new contracts, including a deal to supply its technology to Germany’s Atlanta Group, to help it become profitable. World Commerce’s major clients are Dole Fresh Flowers in Miami and food broker Acosta Sales Inc. of Jacksonville, FL.

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