This is an exciting time for me to be writing this letter to you and I appreciate the opportunity to introduce our newest issue of Compete. This edition is all about the “Fresh” departments in your store and it comes at a great time to match up with some of the changes we are making here at AWG in our “Fresh” departments.
Recently I assumed the title of Group Vice President of Fresh Sales and Merchandising. I am incredibly passionate about driving sales. In addition to my new role, we’ve also had some of our fresh leadership positions open up due to the retirement of Bo Hawkins at the end of the year and Reade Sievert’s promotion to the divisional VP of our new Upper Midwest Division. To fill those openings we have assembled an amazing new team coming in to lead the way. They bring a refreshing new perspective to the business.
In Bakery/Deli and Prepared Foods, which is near and dear to my heart, we have Michael Pursell moving into the role of Executive Director. Michael comes to us with an extensive background in prepared foods, quick convenient markets and most recently was Vice President of Food and Beverage at AMC Entertainment. He recently helped to develop our online, digital ordering platform for in-store prepared foods to go and delivery.
Heather DeLuca steps in as our new Vice President of Meat. She brings a unique skillset of category management, merchandising and procurement to the role. Heather has worked previously at Safeway and had spent the last five years as the national director of category management for Smithfield Foods, one of our top meat vendors. She brings a dynamic leadership style that engages data and current trends into our case sets, promotional activity and vendor negotiations.
Finally, Tony Mitchell inherits the position of Vice President of Produce. Tony began his grocery career working in his father’s grocery store, but later worked for Caito Foods and led their produce operations and most recently worked for Spartan Nash as VP of Produce and Floral Merchandising. He brings an energy that is contagious and fearless. He will help elevate your produce sales.
I can’t be more thrilled to have a new leadership team in place for our fresh departments. I think they will bring unique perspectives, experience and energy to their roles. I invite you to reach out to them to get to know them, share your ideas of how we can improve and make AWG better.
It’s important that the mission in fresh ties into your overall mission. Bring those together and you have a winning formula. As you read through this issue of Compete, I want you to try and take some key lessons with you. What is the message you are trying to get across to your customers? But also, what is the message to your teams? Remember, it’s all about differentiating yourself from your competitors and “fresh” execution is the key. If you have stories to tell, tell them. When an item is priced right, shout it! If it is local, tell them where and by whom! As mentioned in this issue, tell them through digital marketing, your print ad, in-store signage and everywhere!
Be focused! Be Friendly and Be “Fresh”!
Sincerely,
