CGAEF Hall of Achievement Tribute Journal, 2025

2025 HALL OF ACHIEVEMENT 2025 HALL OF ACHIEVEMENT

Congratulations!

Van Helden CEO and Chairman of the Board, Stater Bros. Markets CEO, Stater Bros. Charities

Stater Bros. Markets and Stater Bros. Charities congratulate Pete Van Helden on his induction to the CGA Education Foundation Hall of Achievement.

Pete’s unwavering commitment to advancing education and other initiatives has profoundly impacted local non-profits and transformed countless lives.

Thank you for your leadership and dedication to uplifting our Southern California communities.

Stater Bros. also congratulates Mary Crocker and Willie Crocker for their induction into the CGA Educational Foundation Hall of Achievement.

Thank you for enhancing the California grocery industry and our local communities.

Pete

ALTA DENA DAIRY CONGRATULATES

Pete Van Helden

Willie Crocker

Mary Crocker on their induction to the CGA Educational Foundation Hall of Achievement

Dear Friends,

Chair’s letter

Closing the Chapter as Chair

On behalf of our Board of Trustees, our Dinner Committee, and the CGA Educational Foundation staff, thank you for joining this special night of celebration. Tonight, it is our distinct pleasure to induct Pete Van Helden and Willie and Mary Crocker into the Foundation’s Hall of Achievement.

Pete, Willie, and Mary are three industry titans who have made the grocery community stronger and better than they found it. We are thrilled to recognize their innumerable contributions to the grocery industry and to celebrate the education and empowerment of future grocery leaders.

Not only is tonight’s celebration special due to our fantastic honorees, but on a personal note, this year’s awards gala is my last at the helm of the Foundation as Chair of the Board of Trustees. Since assuming the role of Chair in 2019, it’s been my honor to oversee the Foundation’s growth and its role in transforming the lives of thousands of industry members and their dependents. Over the last six years, CGAEF has awarded $250,000 in reimbursement grants and $4.6 million in college scholarships. Through the COVID-19 pandemic and several unprecedented challenges that followed, it’s been touching to see our industry continue its commitment to providing educational opportunities to future industry leaders. I want to extend my heartfelt thanks to my fellow Trustees and the Foundation staff for your camaraderie and support which has made serving this role all the more rewarding.

I’d also be remiss not to mention the incredible $10 million scholarship milestone the Foundation mounted at the end of last year. This milestone translates to more than 6,500 scholarships awarded to California Grocers Association member company employees and their dependents since the Foundation’s inception in 1992. So far in 2025, the Foundation has secured $900,000 in college scholarships— inching us closer to our goal of awarding $1 million in scholarships annually.

The generous spirit behind these impressive milestones is captured in this room tonight. Support of fundraising events like tonight’s dinner allows the Foundation to grow its programs to pave the path to success for the next generation of industry leaders. Through the Foundation’s signature college scholarship and tuition reimbursement programs, and education and training resources, we are proud to provide abundant education and career opportunities for those who feed our communities.

While tonight gives us the opportunity to honor three deserving industry veterans, our celebration also allows us to recognize upcoming talent in the industry. Tonight, we are thrilled to present the first in-person Rising Stars awards to a group of emerging leaders from grocery retail and supplier companies. We will also recognize Jessica Jimenez from Gelson’s Markets who received the seventh annual $10,000 Legends of the Industry Scholarship. This prestigious scholarship is awarded to an ambitious CGA member company employee pursuing a career in grocery or grocery-related manufacturing industries. Jessica’s passion for learning is inspiring, and we’re excited to hear from her this evening.

While I will no longer serve on the board in a Chair capacity, I am honored to continue my service as a Trustee to continue to carry out the Foundation’s mission to support grocery industry employees in their educational pursuits. Thank you to all the retailers, suppliers, manufacturers and donors for empowering our industry members and for supporting me as Chair over the past six years. There's much to celebrate this evening, so let’s raise a glass to honor three industry legends and burgeoning industry talent. Thank you to all of those who have contributed to the Foundation’s success and who continue to embrace our mission.

Jacquie Slobom Gelson’s Markets

CGAEF

Board Chair

The California Grocers Association Education Foundation strengthens the grocery industry by empowering people to learn and grow.

2025 Sponsors

The CGA Educational Foundation would like to thank the following event sponsors for their support of tonight’s event.

Platinum Sponsors

Gold Sponsors

MARY & WILLIE CROCKER

PETE VAN HELDEN

President’s Message

On Behalf of the CGA Educational Foundation Board of Trustees, the CGA Board of Directors, and the CGAEF staff, it is my honor and privilege to welcome you to the 2025 Hall of Achievement Dinner.

Within these pages you’ll find stories that reflect opposite sides of California’s grocery community—highly-esteemed industry leaders juxtaposed with many who are just beginning their journeys in grocery. When I see this amassing of grocery stories, it brings a smile to my face. The future is in good hands.

Last year, the CGA Educational Foundation (CGAEF) celebrated a significant milestone in its support for that very future as it officially surpassed $10 million in college scholarships awarded to grocery employees and their dependents. This fantastic achievement clearly exemplifies the generosity of our industry and its commitment to supporting the coming generation.

The next major goal the Foundation has set for itself is to award $1 million in scholarships each year. In 2025 the industry is well on its way, having secured $900,000 of commitments for the first time in its history. If you aren’t involved with the Foundation, I strongly encourage you to reach out. It’s possible with your help we can close in on that million-dollar mark.

Since its founding in 1992, CGAEF has been guided by some of the brightest leaders the industry has to offer. When we look back across time, perhaps there’s no one who will have had a greater impact than current Board of Trustees Chair Jacquie Slobom.

There’s a running joke among the Foundation’s Trustees that Jacquie was only supposed to be in the chair for one year. Yet here we are, celebrating six years of her stewardship. I’m reminded of a similar bit of industry lore where the summer clerk job turns into a career that spans decades. Clearly grocers are committed and loyal people.

Alas, we aren’t going to be able to keep Jacquie leading our Board of Trustees for decades, but I believe she’s accomplished in several years what would take many decades. Jacquie—our sincerest gratitude for your service to CGAEF and the many industry professionals and students your work has impacted through the years.

I’m a sincere believer the future should not be ignorant of the past, and so it’s fitting that the Foundation’s signature event pairs fundraising for the industry’s future with celebrating the lasting impressions made by its Hall of Achievement entrees.

This year we celebrate Pete Van Helden, Chief Executive Officer and Board Chair for Stater Bros. Markets, alongside Mary Crocker, Sales Account Manager for Alta Dena Dairy, and Willie Crocker, Retail Director for Bimbo Bakeries USA... three individuals who have shaped and built the industry as we know it; three people I hold in the highest regard.

Whether it’s tonight’s honorees, or outgoing CGAEF Chair Jacquie Slobom, I can’t think of better examples of individuals who embody the true essence of leaders that will leave a lasting legacy within the industry.

Thank you for supporting the CGAEF Hall of Achievement Dinner and a warm congratulations to Pete Van Helden and Mary and Willie Crocker.

Ron Fong President, CGAEF

CGAEF

Hall of Achievement

Honors

Food Industry Leaders

The CGA Educational Foundation Hall of Achievement is a prestigious award program developed to honor those who have contributed substantially to the benefit and advancement of the food industry.

The Hall of Achievement provides the industry with the opportunity to recognize the achievements of those individuals who, through their foresight and dedication, have enhanced California’s grocery industry. They are people who have made a difference. Inductees must meet the following requirements:

• Enhance the quality of California’s food industry

• Demonstrate a commitment to charitable activities and public service programs that enhance the quality of life

• Participate in major fundraising campaigns and community charitable events

• Involve themselves in humanitarian and cultural causes and enhance community education

• Volunteer for charitable and civic programs.

CGAEF Board of Trustees

In 1992, the California Grocers Association Board of Directors embarked on an ambitious program.

To expand into areas previously beyond their reach due to limited manpower and funding, they created the CGA Educational Foundation. The Foundation’s mission was simple: to advance the grocery and supplier industries through employee education, industry research projects, and recognition of excellence.

A Board of Trustees comprised of individuals with years of expertise from all segments of the food industry provides the Foundation with direction and strategic planning.

Officers

These are people who know what the needs are in an environment that is constantly changing. To meet that challenge, our Trustees continually ask the questions: How do we help our member companies support their employees? What do their employees need to be as helpful as possible to their customers?

We are tremendously grateful for the time and leadership that the following Trustees devote to our Educational Foundation.

Chair Jacquie Slobom, Gelson’s Markets

Jacquie began her career with Gelson’s Markets over 40 years ago and worked up the store ranks in a variety of positions to her current role as District Manager. In the role, she oversees multiple Gelson’s locations, including a new format, ReCharge by Gelson’s, ensuring excellence in customer service, employee development, four-wall operations, and overall business performance. Beyond operations, she is a passionate advocate for community engagement, spearheading charitable giving initiatives and strengthening partnerships with local food banks and nonprofit organizations. Jacquie has been a member of the Foundation Board since 2009 and ascended to Board Chair in 2019.

Vice Chair Adam Salgado, Heritage Grocers Group Foundation

Adam Salgado serves as President and Executive Director for Heritage Grocers Group Foundation, overseeing all charitable, philanthropic and community engagements for the organization. Prior to this, he served as Chief Marketing Officer for Heritage Grocers Group where he oversaw brand, PR & communications, digital marketing, e-commerce, and loyalty for all banners, comprising 115 stores in six states. Adam began his 20+ year marketing career in advertising at Leo Burnett/Starcom. He then transitioned to McDonald’s, starting in the Puerto Rico market, and later holding various marketing positions in New York, Latin America, Houston, and Chicago. In addition to serving as the CGAEF Vice-Chair, he is a Board Member of CGA, and a Trustee for AFMA. Adam graduated from the University of Notre Dame with a degree in marketing and received an MBA from Fordham University.

Treasurer Kelly Smith, United Markets

Kelly Smith started working in the family grocery business while in high school and after earning a degree from St. Mary’s College of California in business administration, she took the role of Human Resources Manager and Community Outreach Manager. She is now the President and CEO of United Markets, her family’s two-store operation in Marin County. She believes her position creates an opportunity to both serve her community and take care of her 130 employees. She finds the industry challenging and fulfilling because it allows her to creatively problem solve. She has a passion and a never-ending curiosity for the grocery business.

Secretary Jeremy Cullifer, C&S Wholesale Grocers

Jeremy began his grocery career in 1994 as a courtesy clerk at Bel Air in Carmichael, CA. He worked in many store level positions, from cashier to pharmacy technician to managing visual merchandiser, ending his 21-year term with Raley’s in their human resources department. In 2015, Jeremy founded his own independent grocery store in La Quinta, CA. After relocating back to Sacramento in 2018, Jeremy joined the team at C&S Wholesale Grocers as a Retail Account Manager and is now serving as Director of Customer Experience. During his time with Raley’s, Jeremy benefited from both tuition reimbursement and college scholarships offered through CGAEF, and with that financial assistance, earned both a bachelor’s and master’s degrees. CGAEF was instrumental in his ability to pursue his education and he is thrilled with the opportunity to give back.

Trustees

Brad Askeland, North State Grocery

Brad began his grocery career in 1988 as a courtesy clerk for a small independent market before joining North State Grocery, Inc. in 1995. He managed several stores for the company before becoming Director of Human Resources in 2003. He was promoted to Vice President of their Holiday Market division in 2013, and became Vice President of their North Division in 2018. In January 2023, Brad was promoted to President/CEO. Brad served as CGAEF Chair from 2016–2019. He holds a bachelor’s degree in psychology from California State University, Chico and resides in Redding, CA with his wife Jeny and their three children.

Taylor Chappell, Anheuser-Busch

Taylor Chappell serves as the Retail Sales Director for Anheuser-Busch managing the business with various retailers across Northern CA and the West Coast. Taylor graduated from UC Davis with a BS in Managerial Economics while playing college soccer all four years. She began her career in the beverage industry with Southern Glazer’s Wine & Spirits before transitioning to Craft Brew Alliance, also known as Kona Brewing, where she held a variety of sales roles. In September 2020, after Anheuser-Busch acquired CBA, Taylor enjoyed different roles within the high end and retail departments. When not working, Taylor enjoys the great outdoors by golfing, skiing, fishing, traveling, and hiking with her husband and dog Brew, who volunteers alongside Taylor as a therapy dog in local hospitals.

Joan Dobias-Davis, The Save Mart Companies

Joan Dobias-Davis is Senior Vice President and Chief Human Resources Officer for The Save Mart Companies. Joan oversees all aspects of human resources strategy including employee relations, talent acquisition, leadership development, diversity and inclusion, workforce planning, communications, and HR operations for over 14,000 employees. Joan has over 25 years of human resources and employee relations experience in the manufacturing, e-commerce, distribution, and retail grocery industries. Her prior experience includes both operational and progressive human resources leadership roles at Tetra Pak Inc., Amazon, Supervalu, Albertsons, and Winn-Dixie. She holds a bachelor’s degree from Texas A&M University and a master’s degree in Human Resources and Employment Relations from Pennsylvania State University.

Christy Duncan Anderson, Albertsons Companies Foundation

Christy joined Safeway in 2006 to work on teams to develop Just for U, the Promise campaign, and O Organics for Baby and Toddler launches. Christy became the Executive Director and President of Safeway Foundation, now called Albertsons Companies Foundation, in 2011. She manages all of Albertsons Companies’ philanthropic and community giving including spearheading the Hunger Is movement. A Santa Clara University graduate, Christy worked previously at many NGO and nonprofit organizations, served in the Peace Corps, and worked in advertising at J. Walter Thompson. Christy also serves on the Leadership Council for WorldWideWomen and is the Executive Co-Chair for the Network of Executive Women in NorCal. She believes in the power of local communities and has worked as a change agent to stretch the traditional roles of corporations beyond “giving back” to spark true impact and transformation.

Bruce Frazier, Albertsons Vons Pavilions

Bruce is Human Resources Director for Albertsons Vons Pavilions in Southern California. His career with the company spans more than 50 years beginning in 1973 as a courtesy clerk in Lynwood, CA. He worked his way up to store manager and then moved into the human resources department in 1987. In his current position, he oversees the human resources function for Albertsons in Southern California. Bruce received his bachelor’s degree in business management from CSU Long Beach as well as a certificate in FIM from USC. Bruce and his wife Aggie have two grown children and three grandchildren and reside in Canyon Lake.

Enrique Montes, Superior Grocers

Enrique Montes is the Vice President of Human Resources for Superior Grocers. He started his career in the supermarket industry at Superior over 20 years ago. Initially hired as an HR Assistant, through a series of promotions he moved up the ranks to his current role in 2018. Enrique holds a degree in business from the University of Loyola Marymount with an emphasis in information systems and a minor in Hispanic Business. When Enrique is not working, he enjoys spending time with his wife and their three daughters. He also loves to spend time watching soccer games and volunteering at his local church with family.

Jeff Severns, PepsiCo Beverages North America

Jeff Severns joined the West Division of Pepsi in March of 2018 as the Senior Director of Retail Sales, overseeing a team of directors and leading the sales strategy for regional grocery, Hispanic grocery and convenience & gas. With almost 30 years in the industry, he has worked in the sales strategies and distribution capacity for several companies, including Truco Sales, Schwan Food Company, and Frito-Lay. Jeff graduated from the University of La Verne, where he completed his BA and MBA in Business Administration as he worked full time for PepsiCo. He lives in Fontana, CA with his wife Caroline and their children Jetaime, Ryan, and Luke.

Erika Skaar, Stater Bros. Markets

Erika Skaar is a District Manager at Stater Bros. Markets and has been in the retail grocery industry for over 25 years. She has hands-on experience in all aspects of business including leadership, communication, strategic planning, succession development, operational execution, financial analysis, and forecasting. She leads a team of 1500+ employees throughout San Diego and Riverside Counties. Erika earned a bachelor’s degree from San Diego State University and a master’s degree in business administration from Western Governors University. Outside of work, Erika is a volunteer, world traveler, speaks four languages, and loves to spend time with her family.

Your induction into the CGA Educational Foundation Hall of Achievement is a testament to your dedication and impact on the industry. Your friends at Epic Sales Partners celebrate this well-deserved recognition.

Pete Van Helden Mary & Willie Crocker

Stater Bros. Markets

Alta Dena Dairy & Bimbo Bakeries USA

Dinner Committee

2025 Dinner Committee Co-Chairs

Rebecca Calvin Stater Bros. Markets

Brendan McAbee Bimbo Bakeries USA

Marty McFadden Alta Dena Certified Dairy

2025 Dinner Committee

Shannon Cooke WK Kellogg Co

Ivan Covarrubias

Heritage Grocers Group

Anthony Gonzales Albertsons

Eric Hendry United Natural Foods, Inc.

Steve Howard

Bristol Farms

Kim Inglis Stater Bros. Markets

Marisa Kutansky

Heritage Grocers Group

Candace Minto PepsiCo Beverages North America

Kristi Peredo C&S Wholesale Grocers

Tyler Renaghan Upside

Robert Ross Reyes Coca-Cola Bottling LLC

Adam Salgado

Heritage Grocers Group Foundation

Jacquie Slobom Gelson’s Markets

Tyler Williams Gelson’s Markets

CGA Board of Directors

Chair

Michel LeClerc North State Grocery, Inc.

Treasurer Pamela Burke Grocery Outlet, Inc.

Joe Mueller Kellanova

Executive Committee

First Vice Chair

Richard Wardwell Superior Grocers

Secretary Bertha Luna Stater Bros. Markets

Chair’s Appointees

Subriana Pierce Navigator Sales and Marketing

Karl Schroeder Safeway

Board of Directors

Second Vice Chair

Jonson Chen 99 Ranch

Immediate Past Chair

Lynn Melillo Bristol Farms

Independent

Operators Committee Chair

Elliott Stone Mollie Stone’s Markets

Ryan Adams Gelson’s Markets

Joe Angulo Chedraui USA, Inc.

Suzanne Baker Unilever

Steve Brancamp United Natural Foods, Inc.

Elaina Budge Costco Wholesale

Rocky Campbell C & K Market, Inc.

Dorothy Carlow Mother’s Market & Kitchen

Chris Dehoff Dehoff’s Key Market

Jon Giannini Nutricion Fundamental, Inc.

Sergio Gonzalez Northgate Gonzalez Markets

Amber Hammond KeHE Distributors, LLC

Justin Hyer Molson Coors Beverage Company

Tyler Kidd Mar-Val Food Stores, Inc.

Nick Malm

Reyes Coca-Cola Bottling LLC

Brady Matoian Charlie’s Enterprises, Inc.

Brendan McAbee Bimbo Bakeries USA

Kelli McGannon King Soopers

JR Medina Super A Foods, Inc.

Candace Minto PepsiCo Beverages North America

Michael Molinar PAQ Inc.

Andrew Nodes Instacart

Tim Nowell Procter & Gamble

Brenda Palomino Amazon

Bethany Pautsch Tyson Foods, Inc.

Eric Pearlman C&S Wholesale Grocers

Brian Pohl

Classic Wines of California

Chris Richmond Post Consumer Brands

Jeremy Runge GoPuff

Adam Salgado Heritage Grocers Group Foundation

Nick Sass The Hershey Company

Casey Scharetg Gallo

Greg Sheldon Anheuser-Busch InBev

Diane Snyder Whole Foods Market

Chang So Hollister Super, Inc.

Marc Swisher Mondelez International Inc.

Brad Thomas Kimberly-Clark Corporation

Joe Toscano Nestle Purina PetCare

Kevin Young Young’s Payless Market IGA

The Kellanova team congratulates Pete Van Helden and Mary & Willie Crocker on being named to the prestigious Hall of Achievement!

Mary & Willie Crocker

Pete Van Helden

CGA Educational Foundation Programs

The California Grocers Association Educational Foundation strengthens the grocery industry by empowering people to learn and grow.

These goals are accomplished through the College Scholarship, Tuition Reimbursement, and Industry Education programs.

College Scholarships

The Foundation’s most successful undertaking to date is the College Scholarship Program. Its growth has been nothing short of phenomenal since its inception in 1998. Since the Foundation began offering scholarships, more than 6,500 individual awards have been granted for a staggering $10.4 million to grocery industry employees and their family members.

We are proud to share that with the tremendous support and donations of member companies, the CGA Educational Foundation awarded 367 scholarships totaling $821,800 in 2024. For 2025, $900,000 is presently available. These funds include several types of scholarships: CGAEF Funded, Legacy, Donor, Endowed, and Piggyback Scholarships.

“I am deeply moved by your commitment to helping students like me achieve their goals as well as support your community. Your investment in my education has allowed me to pursue my passion and develop the skills needed to succeed.”

— Luke Medeiros UNFI Scholarship

The Hall of Achievement Scholarships anchor the program by honoring industry leaders inducted into the Foundation’s prestigious fraternity of grocery legends. These awards highlight students with aspirations of grocery-industry careers and recognize their academic and extracurricular achievements. The Foundation continues

In 27 years, the Foundation has awarded 6,571 scholarships totaling $10.4 million to grocery industry employees and their dependents.

the tradition of celebrating leaders, both current and future, by establishing scholarships for CGA retailer, supplier, and wholesaler member company employees with extraordinary aspirations.

Legacy Scholarships recognize exceptional leaders in our industry and assist deserving students with their education. Each Legacy Scholarship honors an individual, family, or company for 10 years with a minimum annual $1,500 scholarship in their name. For the 2025/26 scholarship season, the Trustees are thrilled to award 26 Legacy Scholarships including program newcomers Oliver’s Market and Mike & Sharon Stone. See pages 24-29 for a biography of each Legacy Scholarship participant.

Donor Scholarships are funded by unrestricted donations to our scholarship fund and are offered to CGA member company employees and their dependents. We are tremendously grateful to Anheuser-Busch, C&S Wholesale Grocers, Certified Federal Credit Union, ECOS, Ellyn Gelson, the Illuminators Educational Foundation, Instacart, Kimberly-Clark Corporation, Kellanova, Molson Coors Beverage Company, Moss Adams, PepsiCo Beverages North America, Post Consumer Brands, RMS, Inc., and WK Kellogg Co for generously supporting our scholarship program.

The Foundation also offers company-funded Piggyback Scholarships. These are designed so CGA member companies can offer scholarships to their employees and/or their employees’ dependents through the Foundation’s established scholarship program.

CGAEF Scholarship Endowment

In recognition of the Foundation’s 25th Anniversary in 2017, industry partners embarked on an aggressive plan to establish the CGA Educational Foundation Scholarship Endowment. With a lead investment of $250,000, an annual $10,000 scholarship is made available to CGA member company employees, funded in perpetuity. For their lead gifts, the Foundation is indebted to Founder’s Circle Members Albertsons Companies Foundation, Alta Dena Dairy/Got Milk, Anheuser-Busch, Certified Federal Credit Union, The Clorox Company/Acosta Sales & Marketing, The Coca-Cola Company, Frito-Lay, Inc., The Kellogg Company, Raley’s, Southern Glazers Wine & Spirits, Stater Bros. Markets and Unilever.

To honor past and future Hall of Achievement Inductees, CGAEF established the Legends of the Industry Scholarship. This annual scholarship is a $10,000 award given to one applicant who is pursuing a career in the grocery and/or grocery-related manufacturing industries beginning in 2018, and in perpetuity.

To be eligible for this award, applicants must meet the following criteria:

• be a full or part-time employee of a CGA member company for at least two years as of April 1, 2025

• be enrolling as a full or part-time student for the 2025/2026 academic year

• be an undergraduate or graduate student

• be pursuing a career in the grocery or grocery-related manufacturing industries

• complete two essay questions

The goal of the CGAEF Scholarship Endowment is to support student success and opportunity by creating a permanent fund for college scholarships, offering long-term relief to the rising costs that keep many students from completing their education. Through continued industry support, the endowment has increased to more than $400,000 and is growing. CGAEF hopes to inspire a new trend in philanthropy, helping raise awareness of the need to increase opportunities to California’s grocery industry workforce.

In 2024, the Foundation awarded its $10,000 Legends of the Industry Scholarship to Jessica Jimenez, Assistant Store Manager for Gelson’s Markets in Silverlake, CA. Turn to page 20 to read more about this deserving student and her education journey.

“I am truly grateful for the aid and support for my college journey. The grocery business has been a large part of my and my family’s lives so I am honored to receive this recognition.”

— Dawn Parker Mimi Song Hall of Achievement Scholarship

Cal Poly San Luis Obispo Partnership

The partnership between CGA Educational Foundation and California Polytechnic State University (Cal Poly) Agribusiness Department is designed to help shape future generations of grocery industry professionals in a wide range of disciplines through support of Cal Poly’s Food Retail Management Program. While enrolled in Cal Poly’s Agribusiness Food Retail Management Program (CPAFRM), students take a set of core classes including economics, accounting, finance, marketing, sales, data analysis, quantitative methods, agriculture and food policy, and human resources management.

CGAEF sponsors Cal Poly students that have completed a minimum of eight units of CPAFRM classes for professional development opportunities at the CGA Strategic Conference and other Association functions. Attendance at these events provides students, faculty, and grocery industry representatives the opportunity to build mutually beneficial relationships. The partnership also facilitates student-led research projects that focus on food industry trends.

More than 18,700 tuition reimbursement grants have been awarded to grocery employees totaling $2.08 million since 1996.

Continued on page 18

“I

cannot fully attest to the level of gratitude that I wish to express in response to this scholarship. I am hopeful for the future and your contribution takes me one step closer to making my dreams a reality.”

— Elise Martinez

Safeway Northern California Division

Tuition Reimbursement

The Tuition Reimbursement Program operates under the belief that an educated employee is a better-prepared employee. The program encourages individuals to continue their education by reimbursing them for coursework in a wide array of fields. Accounting, merchandising, management, computers, web design, HR, communications, food safety, foreign languages, cake decorating, and floral arranging are just a sampling of the eligible coursework that the Tuition Reimbursement Program is proud to support.

To combat the ever-rising cost of tuition at colleges and universities throughout the state, the Foundation Trustees increased the percourse and per-student reimbursement maximums to an all-time high. Employees may now receive up to $2,400 annually for course work that supports their career and/or career aspirations.

Since its inception, the program has reimbursed over 18,700 individual courses totaling more than $2 million to grocery workers looking to advance themselves in the industry.

Industry Education

The Foundation believes that all grocery industry employees should have access to the most current education available. Through its sponsorship of webinars and educational programs, the Foundation delivers top industry experts and leaders to address emerging issues and trends affecting California’s food industry.

Workplace Harassment Prevention Training

Potential harassment entanglements can appear anywhere in the work environment and in many different forms. Companies must be on constant alert about what is happening in the workplace and know how to deal with inappropriate and illegal behaviors.

To support the industry, CGAEF offers highly affordable online Workplace Harassment Prevention Training courses for supervisors and non-supervisory employees tailored for the grocery industry in both English and Spanish.

These courses provide practical examples designed to raise employee’s awareness of potential workplace issues and the legal liabilities associated with harassment in today’s grocery industry workforce. They also satisfy the mandatory harassment prevention training and reporting requirements for workers in the state of California.

Grocery Compliance Toolkit

Understanding and managing risks associated with complying with state regulations in the grocery industry is an increasingly complex and frustrating endeavor. To assist our retail members, the Foundation, in partnership with the Association, has created a Grocery Compliance Toolkit with accompanying seminars and webinars to explain retailer obligations and stay ahead of enforcement actions. Topics addressed in the Toolkit include Hazardous Waste Disposal, Americans with Disabilities Act, Labor & Employment Law, Proposition 65, Food Safety Modernization Act, and Workers Comp.

Top Shot @ Topgolf

The Foundation hosts an annual Top Shot @ Topgolf fundraiser. This unique event connects grocery retailers and their supplier partners at a venue that allows players of all skill levels to enjoy an afternoon together while raising funds for CGAEF. Tournament proceeds fund the College Scholarship, Tuition Reimbursement and Industry Education programs that are vital to educating our industry. This year's event takes place on Thursday, October 23 in Roseville, CA.

For more information on any of the Foundation’s programs, contact CGAEF Director, Brianne Page at (916) 448-3545 or bpage@cagrocers.com.

“This scholarship has been a blessing to my family, relieving the burden of school costs. This will help my family and me as I pursue my college endeavors.”

— Ethan Quezada Albertsons Industry Scholarship

We are proud to honor

Pete Van Helden from Stater Bros. Markets, Mary Crocker from Alta Dena Dairy & Willie Crocker from Bimbo Bakeries USA on their induction into the California Grocers Association Educational Foundation Hall of Achievement.

Jessica Jimenez

recipient of the 2024–25 CGA Educational Foundation

$10,000 Legends of the Industry Scholarship

A Love of Learning Fuels Jessica Jimenez’s Growth in Grocery Industry

By Dorsey Griffith

It’s not often that a part-time, after-school bagger job at a grocery store inspires a lifelong love for the industry. But that’s exactly what happened with Jessica Jimenez, assistant store manager at Gelson’s Markets in Silverlake, Los Angeles.

It didn’t hurt that her mother, Cheryl, has worked for Gelson’s for nearly 35 years. By now, working for Gelson’s is more like a family tradition.

For her dedication and drive to keep learning and growing in her profession, Jessica is this year’s recipient of the California Grocers Association Education Foundation’s (CGAEF) Legends of the Industry Scholarship, a $10,000 award for college tuition.

Jessica’s immediate plan is to achieve two additional associates degrees—one in business administration with an emphasis on accounting and one in economics, both of which she intends to complete in 2025.

A College Career Interrupted

Jessica’s long path to college began when she was an 18-yearold bagger at Gelson’s in Northridge. She began at College of the Canyons, a community college in Santa Clarita, studying psychology. That ended when she became pregnant with her first child, Colin, and she decided to focus instead on raising him.

After Colin was born, Jessica moved to Reno, Nevada, and took a job as a supervisor for Levy Restaurants. She ran bar and other concessions during major stadium events like rodeos and baseball games. She excelled in the role, which grew in responsibilities over time, and stayed with the company for nine years. During that time, she had a second child, Mason, who is now 11.

Just before the COVID-19 pandemic struck and lockdowns shuttered most businesses in 2020, Jessica, a single parent, moved back to Los Angeles, where she found her way back to her mother, father, and sisters—and to Gelson’s. Jessica and her kids live with her parents in Burbank.

“It was scary, because I didn’t know exactly what I was going to do,” she said. “I took a job as a clerk at Gelson’s. They really needed people. Six months into it, they made me an assistant store manager. Everything was rough, but I stayed with it.”

Adam Salgado, Chief Marketing Officer at Heritage Grocers Group, is Vice Chair of the CGA Educational Foundation, and was among those Trustees who reviewed the Legends of the Industry finalists.

“I was struck by how driven Jessica is,” he said. “She has faced her share of adversity and challenges, but she is a fighter and didn’t give up. I am also a big fan of success stories, and there is definitely a ‘success story’ in the making with Jessica.”

In 2022, Jessica, with encouragement from Gelson’s management, took advantage of a program offered by CGAEF, which reimburses employees for their tuition and book expenses for college courses that are part of the Retail Management Certificate Program. With that under her belt, she continued her college career by completing two additional semesters at Cerritos College. This year, she completed her first of three associate’s degrees in business management.

“Classes were 100% online, and there were a lot of long days and long nights,” she said. “I work 6 a.m. to 4:30 p.m. and do my schoolwork after work and on my days off, but I juggle that with football practice for my older son and soccer practice for my younger son.”

Fortunately, she said, her parents provide a great support system, which lets her focus on her ever-expanding management duties with Gelson’s and being a good role model for her boys.

Growing with Gelson’s

Today, Jessica oversees store operations — everything from payroll to managing customer complaints and staff scheduling to store displays. What’s the hardest part of her job? “Keeping customers happy,” she said. “We are all about customer satisfaction and making sure everyone leaves happier than when they came in.” That can be difficult, she acknowledged, with occasional product shortages that can inconvenience loyal customers.

When a customer isn’t satisfied, Jessica has a solution. “There is always a way to make the customer happy, whether it’s a $5 gift card or a replacement item. I’ve learned a lot of people skills, how to read people’s emotions and counteract them with kindness. People want you to listen. As long as you listen, empathize with them, and offer a solution if there is one, they are happy.”

Jessica also has had to adapt to new corporate management; Gelson’s was purchased by Pan Pacific International Holdings, a Japanese company, in 2021, and with the new ownership came new store operations.

“It will take adjusting and tailoring operations to specific needs,” she said. “We have a lot of longtime employees who want to do what they have always done. In the process, I’ve learned to always be open to change.”

Over time, Jessica has grown to love coming to work each day, embracing challenges and appreciating that no single day is like another.

“I’ve moved up in the business quickly because I am an employee who will do it,” she said. “I want to know what to do, why we need to do it, and all the parts that go into doing it. It’s well-rounded. I get to do a little bit of everything, so I never get bored. I don’t like being stagnant.”

“ Ultimately, my pursuit of a business degree is not merely about acquiring a credential but rather about embarking on a transformative journey of personal and professional growth.”

Standing behind her growth as a manager are her mother, Cheryl, now a corporate employee on the merchandising team who taught her how to work hard, and her store director, Jose Salmeron.

“He taught me everything I know—one of the few I ever had who got me prepared for the next step versus throwing me into the next step,” she said.

Next Steps

Beyond getting her kids off to school, prepping their sports uniforms, discussing college options with Colin and figuring out what to pick up for dinner when it’s her turn to feed the multigenerational family, Jessica is looking forward to continuing her education so she can be an even more effective leader for her company and her team of employees.

She’s eager to learn more about marketing—both through social media and in-store promotions—and hopes to better understand supply chain management, its role in the grocery industry, and her own professional development.

And while a bachelor’s degree in accounting is her ultimate educational goal, she’s eager to take on the WAFC’s Food Industry Management program at USC to learn from the industry’s top educational professionals.

“I love to learn,” said Jessica. “The farther I go, the more I can branch out into all the aspects of the business.”

Assessing her potential, Salgado points to Jessica’s last sentence in her application essay: “Ultimately, my pursuit of a business degree is not merely about acquiring a credential but rather about embarking on a transformative journey of personal and professional growth.”

Said Salgado: “I have a feeling this is not the last we will hear about Jessica. I look forward to watching from the sidelines as she continues growing in retail.” ■

CONGRATULATIONS!

Congratulations! Congratulations!

MARY CROCKER

ALTA DENA DAIRY

WILLIE CROCKER

BIMBO BAKERIES USA

PETE VAN HELDEN

STATER BROS. MARKETS

on your induction into the CGA Educational Foundation Hall of Achievement

Classic Classic

Refrigeration Refrigeration

The Legacy

SCHOLARSHIP PROGRAM

DESIGNED TO RECOGNIZE AND HONOR CALIFORNIA’S GROCERY LEADERS FOR THEIR MANY CONTRIBUTIONS.

The Foundation hopes to encourage the creation of new Legacy scholarships that will honor CGAEF’s Hall of Achievement inductees, both past and future, as well as the many other men and women who have had rewarding and influential careers in California’s grocery industry. Under the program, donors commit a minimum of $15,000 to fund annual $1,500 scholarships in the honored person’s name. The scholarships are to be awarded based on requirements set forth by the Trustees of the Foundation and the donors themselves. The Legacy Scholarship participants are listed below. For the 2025/2026 scholarship year, we are pleased to award 26 Legacy Scholarships.

Lou & Dorie Amen

Began 2004

A legend in the industry. That is how Louis Amen, Board Chairman for Super A Foods, was characterized by those who knew him well. Amen bought his first store in 1950 with a partner and parlayed that into a 10-store chain that later was sold. Then he started the process all over again by himself in 1971 when he began building his current Super A chain of 8 stores in Los Angeles. A past CGA Chairman, Amen served on the Board for 30 years. He was also a longtime Board member with Unified Grocers, the largest cooperative in the western United States. An early riser, he was known for arriving at the office before dawn on many mornings. Lou passed away in 2020.

Dennis J. Belcastro

Began 2023

Denny Belcastro is most recognized by his big smile and unwavering passion for serving the grocery industry. Denny has led several major CPG companies’ industry and customer collaboration initiatives. Most recently at Kimberly-Clark as Senior Vice President, Industry Affairs and Customer Development. Denny led the company’s efforts with business and industry related issues that help build sustainable enduring relationships. For more than 45 years, Denny has held leadership positions in both retail and food service business segments with Standard Brands, Nabisco, the Grocery Manufacturers Association, Hillshire Brands and Kimberly-Clark. A native of Aliquippa, PA, Denny holds a bachelor’s degree in business communication from Edinboro University of Pennsylvania and an MBA from Northwestern University. Denny and his wife Marsha make their home in a Chicago suburb where they are involved in many community and service related events and non-profit organizations.

Judy & Bernard Briskin Family Foundation

Began 2016

Judy and Bernard Briskin have been exemplary philanthropists and deeply involved in the community with a passion for giving back. Whether its medical research, women’s health, underprivileged youngsters, elderly care, synagogue life or educational opportunities, the Briskins volunteered their time and resources to strengthen causes they support. Through various charitable campaigns, they have raised needed funds for medical, religious, and educational institutions. A consummate businessman, Bernie served as chairman, president, and CEO for the Arden Group Inc. where he helmed Gelson’s Markets from 1987 until his retirement in 2014. Bernie was inducted into the Hall of Achievement in 2007. Bernard, sadly, passed away in 2020. Judy turned her passion for art into a business as an accomplished interior designer and continues to be actively involved with MOCA, LACMA and other LA art institutions. Through the Judy & Bernard Briskin Family Foundation they have created and left a meaningful charitable legacy throughout their city.

Jack H. Brown Began 2004

With a personal, hands-on style, Jack H. Brown led Stater Bros. Markets as executive chairman of the board. Born on Flag Day, Brown was as patriotic as they came. He began his grocery career as a 13-year-old box boy in San Bernardino. After serving with the U.S. Navy, he found his way back to the grocery industry, working for chains in Southern California, Indiana and Nebraska. In 1981, he joined Stater Bros. Markets as its top executive, and remained with the company until his passing in 2016. His legacy lives on in nearly 170 supermarkets operating throughout Southern California, delivering on his vision of fresh and affordable groceries for the community. Among his many accomplishments, he was a recipient of the Horatio Alger Award in 1992 and received the 2011 Patriot Award from the Congressional Medal of Honor Society.

Jeremy

Cullifer Began 2018

Most everyone has a dream, though not everyone finds the courage to chase it. For many, education is the key that unlocks their potential, building knowledge, skills, and confidence. It helps them refine their dream and take actions to bring that vision into reality. Through financial assistance of CGAEF, I was able to achieve both educational and professional dreams. This scholarship is dedicated to those who come after, to help them achieve their goals.

Dennis & Ruth Darling

Began 2024

Ruth and Dennis have been partners for over 50 years in family, work, and serving their communities. Working side by side as they opened their first supermarket, they strove to provide opportunity for their family by creating a successful business. The key to their success was being an active part of their community. The Darlings both served as Rotary Presidents, Youth Advocates, and were awarded the Best of Lake County Award for their business. They have been passionate in their service to education in Lake County with Ruth serving on the Site Council and Dennis on the School Board. Their two daughters both attended local schools, and they now have three grandsons attending those same schools. Ruth and Dennis have long supported education in Lake County, and they are proud to offer support to those in the food industry.

Kendra & John Doyel

Began 2022

Being life-long learners, John and Kendra Doyel continue to encourage all those around them to continuously learn and grow. Educational opportunities are so critical, while also recognizing the importance of giving back to others, and why the Doyel family is a proud supporter of the CGAEF. Kendra began her career in the grocery industry as a pharmacist and is currently Vice President, Merchandising at Fred Meyer and serving on several community minded non-profit boards. John is a pilot for Alaska Airlines and serves his community through mentoring programs. Both of their children are keeping their love and respect for education and community at the forefront of their path. The Doyel family is honored to support those in the food industry to further their educational endeavors.

Joe & Dolly Falvey Began 2019

Joe Falvey has dedicated more than 40 years to the grocery industry, beginning his career with E&J Gallo in 1982. He worked with Nalley Fine Foods and his own food brokerage company before joining Certified Grocers in 1999. Over the next 20 years, Falvey weathered several company acquisitions and retired as President of Professional Services for SUPERVALU/UNFI in March 2023. In addition to his professional responsibilities, Joe also served as President of the Northern California City of Hope Food Industry Association and was a Board Member for WAFC. Joe was CGA Board Chair in 2015, CGAEF Vice Chair from 2011–2013, and was inducted into the CGAEF Hall of Achievement in 2019. Joe and wife Dolly, married 37 years, are parents to two daughters, Shauna and Brooke, and have four grandchildren.

George & Debbi Frahm

Began 2017

George and Debbi Frahm have been married for 50 years, so they understand what it means to make a commitment. This same type of commitment can be seen in the charitable causes they support like the Leukemia & Lymphoma Society, the City of Hope, the Riverside City Mission or local veterans in the Inland Empire. George worked for Stater Bros. Markets for over 47 years. He began his grocery career as a nightshift janitor and afternoon clerk’s helper while attending college at CSU Los Angeles. He worked his way up through the ranks and retired as President in 2019. Education has played a significant role in George’s success over the years and that is why he and Debbi are longtime supporters of CGAEF’s educational programs.

Bernie

& Ellyn Gelson

Began 2014

Bernard Gelson was a true visionary in the supermarket industry. As the co-founder of Gelson’s Markets, he pioneered upscale grocery shopping in Southern California in the early 1950’s, having learned the grocery business from his parents who owned a small store in Sioux City, Iowa, where he was born. Always known as “Bernie”, he treated his customers as guests in his home and his employees as family. “He was a people person” said his wife, Ellyn Gelson, “who always recognized that his employees were the company’s greatest asset.” Though he never attended college himself, Bernie constantly preached the value of higher education because he believed that a college diploma, coupled with hard work, was the key to lifelong success.

Dave & Julie Hirz

Began 2018

Dave & Julie Hirz value education and are proud to support the CGA Educational Foundation. Dave was President & CEO of Smart & Final stores from 2010–2022, as well as President of Ralphs/Food 4 Less from 2000–2010. He began his career as a box boy in Cleveland, Ohio and took his first college course at the age of 30. He attended CSU Fullerton, completing his degree while working as a store manager for Boys Markets. He feels fortunate to have been given the opportunity to attend the Cornell University Food Industry Program and the USC Food Management Executive Program. Julie is a graduate of the University of Illinois and retired from Dow Chemical Company. She enjoys volunteering at their church and other charitable organizations throughout Orange County. Dave is an advisor to three Private Equity companies, and serves on the board of Heritage Grocers Group and Ares Acquisition Corporation. Dave and Julie are proud parents of three children and enjoy every minute with their two grandchildren.

Peter & Jody Larkin

Began 2008

Peter Larkin is former President/CEO of the National Grocers Association and former President/CEO of the California Grocers Association giving him a wealth of experience in the industry spanning—literally—coast to coast. It continues to serve him well as he continues as head of his own firm, Larkin Consulting LLC. Peter and Jody are strong supporters of CGA’s educational programs, and believe that education at all levels, and for all people, is critical to the success of the industry and of the country.

Bob & Susan Lim

Began 2011

Bob Lim has a simple philosophy when it comes to serving the food industry and his community: “Don’t forget your roots and give back in any way you can.” As former Vice President at Kraft Foods Group, Inc., Lim earned widespread respect as a top executive for one of the world’s largest food companies. Remembering his immigrant father’s devotion to his children’s education and success, Lim served the retail industry and his community in a myriad of ways—through classroom teaching, lecturing, and mentoring students and young professionals. He and his wife, Susan, view education as an everlasting gift.

Rob & Leah McDougall

Began 2016

Rob McDougall enjoyed more than 40 years in the grocery industry having begun his career as a bagger at 16 years old. His experience includes 22 years at Vons Grocery Company, where he advanced through several management positions, and at D&W Food Centers in Michigan, where he served as COO. In 2007, Rob returned to Southern California when he joined Gelson’s Markets, ultimately assuming the role of President in 2012 and President/CEO in 2014 until his retirement in early 2023. Rob holds a B.S. in Business Administration and an M.B.A in Global Management, both from the University of Phoenix. Rob and Leah are parents to twin boys, Shaun and Robert. Now enjoying retirement, they reside in Grand Rapids, MI and enjoy camping, fishing, and spending time with their 12 grandchildren.

Oliver’s Market

Began 2025

Sonoma County-based Oliver’s Market is committed to providing our customers with the finest grocery stores in the marketplace. We pride ourselves on delivering excellent customer service, outstanding variety, and support as many local vendors as possible. As a 100% Employee-Owned Social Purpose Corporation, we are committed to managing our business for the benefit of our employees, our communities, and the environment: aligning our purpose with our values. We strive to create a shopping and working environment that is fun, diverse, and welcoming to all.

Bob Piccinini

Began 2005

Robert “Bob” Piccinini was the owner of Save Mart Companies, a chain of more than 200 stores headquartered in Modesto, CA. Save Mart was started by Bob’s father and uncle to provide their neighborhoods with the best of what the Central Valley had to offer. Bob started with the company as a box boy earning 50 cents an hour more than 50 years ago. In 1985, he bought the family owned supermarket chain, becoming its chief executive officer. In 2014, Bob stepped back from day-to-day operations, but continued to play a visionary role in the company’s operation as chairman of the board until his passing in 2015. A leader with longstanding CGA ties, he was also known for his passion for classic automobiles. Bob was inducted into the Hall of Achievement in 1996.

Ralphs/Food 4 Less

Began 2020

Ralphs and Food 4 Less are dedicated to our purpose: to Feed the Human Spirit™. We are more than 27,000 associates serving customers in 305 supermarkets from headquarters in Los Angeles County. We support Kroger’s Zero Hunger | Zero Waste initiative aimed at ending hunger in our communities and eliminating waste within our companies by the year 2025. Ralphs and Food 4 Less are subsidiaries of The Kroger Co., (NYSE:KR), one of the world’s largest retailers, based in Cincinnati, Ohio.

Bill Roulette Leadership

Began 2025

Gracious and good-natured, Bill Roulette left his mark on the grocery industry both as a guiding force within his company and as a staunch supporter of the CGA Educational Foundation. Roulette retired in 2003 as Senior Vice President of Operations for Gelson’s Markets. During his successful career, Roulette was dedicated to CGA’s efforts, including creating new scholarship and employee development programs through the Educational Foundation. Roulette’s commitment to education was evident as he was part of the first graduating class of the USC Food Industry Management and Executive Programs. Roulette, who was inducted into the Foundation’s Hall of Achievement in 2007, passed away in 2024.

Mike & Renee Stigers

Began 2019

Mike and Renee Stigers believe in lifelong learning and strongly encourage continued education at all stages of someone’s career. Both earned their college education later in their careers demonstrating the value of lifelong learning. Mike’s grocery career spans over five decades beginning in Woodland Hills as a courtesy clerk for Safeway as a high school junior. Today, Mike is the president of Wakefern Food Corp, the largest grocery cooperative in the United States. Renee’s grocery career also included Safeway as a facilities manager for the corporate offices in Pleasanton. Mike is a former director of the California Grocers Association Board, and is currently on the Boards of FMI, NACDS, and GS1. He is also past Chair of the Western Association of Food Chains as well as the National Grocers Association. Mike serves as an Adjunct Professor at the University of Southern California, Marshall School of Business for the Food Industry Management Program. Mike and Renee fully support the excellent work of the CGA Educational Foundation for enhancing the lives of thousands of industry teammates through the years.

Mike & Sharon Stone

Began 2024

Mike and Sharon Stone are passionate about making a difference in people’s lives through food. Whether it’s education, medical research, support for first responders, or helping to feed those in need, the Stones believe in building strong ties and strong communities. They are committed to supporting CGAEF’s educational programs as they believe that education is critical to the success of our communities and the grocery industry. Mike, Mollie Stone’s Markets Owner/CEO, opened his first market in 1986 and expanded the company into a 9-store chain in the San Francisco Bay Area. He has achieved distinction in the industry for pioneering a ‘best of both worlds’ grocery model, offering high-quality natural and organic offerings as well as conventional favorites. Among his many accomplishments, Mike continues to be a shining example of a community-first philanthropist. In 2022, he was the recipient of the Robert B. Wegman Award for Entrepreneurial Excellence and the AFP Outstanding Corporate Grantmaker Award in 2021.

Superior Foundation

Began 2016

Superior Foundation, the non-profit organization for Superior Grocers, has been dedicated to empowering the future of local communities for over 25 years. With over $3.7 million raised, the Foundation supports education, technology access, health and wellness, and community programs that create meaningful opportunities for children and families across Southern California. By providing scholarships, school supplies, digital access, and food security programs, Superior Foundation helps bridge gaps and foster success. Its commitment to building a brighter future is reflected in its ongoing efforts to support initiatives that inspire learning, promote well-being, and strengthen local communities.

Treasury Wine Estates Began 2019

Treasury Wine Estates is one of the world’s leading wine companies. Through world-class winemaking and brand marketing, everything we do is dedicated to realizing our ambition of becoming the world’s most admired premium wine company. We are proud of our portfolio of brands that have tremendous heritage, rich quality, and a reputation for excellence across the globe. From the iconic luxury of Penfolds, Stags’ Leap, Beaulieu Vineyards, Frank Family Vineyards, and Beringer, to the broad appeal of Sterling Vineyards, Gabbiano, and newer brands like 19 Crimes, Matua, and St Huberts The Stag, we are committed to creating memorable wine experiences for our consumers.

Donna Tyndall & Mike Ketcham

Began 2016

Donna and Mike are a true grocery couple. They began their careers bagging groceries; Mike with National Tea in Chicago in 1966 and Donna with Gelson’s Market in Burbank in 1973. Donna has spent her entire career with Gelson’s retiring in 2022 as Senior Vice President of Operations. Upon relocating to California, Mike worked for Lucky Stores and after several mergers and consolidations, retired as General Manager of Distribution for Albertsons. Mike and Donna met at the USC Food Industry Management Program in 1988 and married in 1994. They understand the importance of continuing education and want to give back to aspiring students in the food industry.

UNFI

Began 2017

UNFI is North America’s premier grocery wholesaler delivering the widest variety of fresh, branded, and owned brand products to more than 30,000 locations throughout North America, including natural product superstores, independent retailers, conventional supermarket chains, ecommerce providers, and food service customers. UNFI also provides a broad range of value-added services and segmented marketing expertise, including proprietary technology, data, market insights, and shelf management to help customers and suppliers build their businesses and brands. As the largest full-service grocery partner in North America, supporting the growth and development of employees and the communities that UNFI serves is an important part of the company’s culture. UNFI is committed to building a food system that is better for all and is uniquely positioned to deliver great food, more choices, and fresh thinking to customers. To learn more about how UNFI is delivering better food and creating a better future, visit www.unfi.com.

Jim & Judy Van Gorkom

Began 2019

Jim and Judy Van Gorkom have long been strong advocates for education. Their unwavering support for the CGA Educational Foundation, the Illuminators Educational Foundation, and their own stories of ongoing learning for themselves, their families and others has been seen or heard by many. Along with serving as Chair of the CGAEF for 5 years, and as Headlite/President of The Illuminators, Jim has also served on many other grocery industry boards and committees, including the California Grocers Association, City of Hope, Easter Seals, Olive Crest, and the NFRA. With more than 40 years of marriage and grocery industry experience, Jim and Judy have had many wonderful opportunities and made many life-long friends in what Jim refers to as “our terrific grocery world”.

Villanueva Family Began 2022

Achieving 48+ years in an industry that has embraced and encouraged Mickie to succeed and strive for levels that she never believed possible, Mickie and Mike Villanueva strongly believe in giving back to this industry in support of education to allow others to achieve their dreams and lifetime expectations. Mickie has served on many Boards, and held officer positions with the Illuminators that culminated with being President of the Illuminators Educational Foundation for four years. These roles have brought to light the need to support and encourage those in the industry to either pursue or continue their education. Mike is also a veteran of the grocery industry, where he and Mickie first met more than 35 years ago. They recently celebrated their 27th wedding anniversary in August. Their blended family also encourages education for themselves, their children and those less fortunate. As a family, the Villanueva’s all believe “Doing for others, is Doing for yourself”.

Hall of Achievement Inductees

ABOUT OUR HONOREE

Pete Van Helden

Pete Van Helden’s journey from a smalltown kid in Libby, Montana to the Chairman and CEO of Stater Bros. Markets is a testament to resilience, hard work, and an unwavering commitment to personal and professional growth.

Growing up in a large Catholic family of nine, he quickly learned the value of self-reliance, and the potential for success through hard work, and dedicated himself to being the best at whatever he did. He initially skipped college in favor of the School of Hard Knocks, which taught him so much and propelled him to the top job at Jewel-Osco in Chicago, managing a $7 billion company with only a high school diploma and a pilot’s license to his credits. Pete would later go on to embrace the value of higher education, to the point that encouraging others in their educational pursuits has become a cornerstone of his life’s work, inside and outside the industry. At the helm of Stater Bros. Charities, he’s spearheaded initiatives that have provided millions of dollars for education, military families, and community support programs. As a pilot, he channels his passion for flying into lifting others up— figuratively and literally—and believes that ultimately it’s not our careers that define us, but the impact we have on others.

THE EARLY YEARS

As the middle child in a family of seven kids, Pete didn’t get a lot of attention. His dad was a postmaster, and while his mother was a stay-at-homemom, raising seven kids is more than a full-time job for anyone.

“My parents weren’t exactly helicopter parents—we were a Catholic home and they set some guidelines for behavior, but for the most part we all did our own thing,” Pete says. “I learned a lot of things ‘the hard way.’ When I made mistakes, they were all mine—no one else was to blame, and it was up to me to grow from that. I learned a lot of life lessons just doing it on my own.”

Pete’s is a story of how a man who grew up trained to look out for #1 instead became an industry leader known for his compassion, joy for serving others, and a tireless commitment to the advancement of the grocery industry.

That extended into being financially independent from the time he was in 8th grade. There wasn’t much money to go around, so if he wanted clothes that weren’t hand me downs, or a new bike, or skis, it was up to him to figure out how to earn the money and make it happen.

By the time he was taking classes at Libby High School, he was working two jobs, one as a caretaker at the Catholic church, and a second at the local A&W. He earned a whopping $1.50 an hour, most of which went into supporting his motorcycle habit. (He still loves motorcycles to this day, and has a small collection of bikes from his teen years that he maintains and rides.)

In 1976, when he turned 16, he got his first job in the grocery industry as a courtesy clerk at Rosauer’s Supermarket. At the time, a career in the grocery industry was not

even on the radar—Rosauer’s was just a good-paying gig that financed his lifestyle while he contemplated a future as an airline pilot.

“I don’t remember ever not having a passion about flying,” Pete says. “I got my pilot’s license when I was 19, and I have that same passion today as I did 50 years ago.”

He stayed at Rosauer’s through high school, graduating in 1978 and moved to Bozeman, Montana that same fall, after his girlfriend said she’d be going to school there. He parlayed his Rosauer’s experience into a job at Albertsons as a clerk. It was a 20-mile commute, but the money was good, and his family had moved to Manhattan, Montana so he was living at home.

That was when he decided not to go to college.

At Albertsons, he was surrounded by fellow employees who, for the most part, were using their income to pay for school. What really blew his mind, however, was they were working to get a degree that would lead to a job which paid the same as, or less then, a checker at the store.

HITTING A WALL

He stayed at Albertsons another 19 years, rising to the rank of Vice President when he was only 37. Then in 1999, Albertsons merged with American Stores and he was asked to head to Jewel-Osco in Chicago, where they promoted him to President.

He was 40 years old, and had a unique sense of pride at how he’d come this far without a college degree.

“Something I learned early on, and which became foundational through my whole life, was that advancement comes from performance, and I was in complete control of that—I could make a difference in my life through my own actions,” Pete says. “I always saw that promotion was going to come from the group surrounding me, so I had to work harder and be better than my peers in whatever job I was doing. My mantra was ‘work your butt off, and you’ll get promoted.’”

He saw no sense in going to college and incurring all that debt just to get out four years later and make the same money he could be making as a checker in one year. For him, the money was in retail, and he decided to make his grocery job his career. He had bigger ideas than just being a checker, however. With his new ambition, he spoke with his store manager about his goals to move up in the company and got set on a path to success. By the time he was 21, he was an assistant manager and, a full-fledged store manager at 25.

While he reveled in the moment, realizing “he’d made it” to become the President of a large company without a degree, he still wanted to go further. That’s where his lack of a degree became an obstacle. The Vice President of HR told him any promotions beyond his current level would have to be board approved, and those position usually required a BA, if not an MBA or a PhD.

So he made a decision to go to school at last.

“There I was, 40 years old, running a $7 billion company, raising two daughters, and going to college,” Pete says. “It was 100% online, which in 1999 meant ‘dial-up modem.’ You can imagine what that was like.”

It was during those store manager years, specifically in 1987, that he was, “so desperate for a pharmacist,” that he hired one over the phone. Her name was Tanya, and he married her a year later. In those days, HR be damned.

He set himself to work, determined to apply the same ethic that had advanced him in his career to being successful in college. He graduated in 2005 with a BA in Business, and a 4.8 GPA. The timing was good. That same year, Albertsons CEO asked him to move to Southern California to be the CEO for the Northern and Southern California divisions. Pete accepted and spent a year in that role, working hard to consolidate the two California divisions. The day after Pete finished the consolidation, Albertsons went up for sale.

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◀ Continued from page 37

TIME FOR A CHANGE

The company was broken into three pieces. The drugstores went off in one direction, the “profitable” portion was sold to Supervalu in Minneapolis, and the rest was sold to Cerberus Capital Management. Pete joined the Supervalu team and at first stayed in California, where he oversaw 1,100 stores in the western US as Executive Vice President of Retail Operations.

“They let me stay in California, but I saw the writing on the wall—I was going to have to move to Minneapolis if I wanted to stay on the corporate team,” Pete says. “My daughters were both in high school then. Moving them from Southern California to Minneapolis was, and remains in their opinion, ‘not my best decision.’”

Career-wise, however, it was the right move. Things went fine for the next few years until 2011 when Supervalu hired a new CEO. Within a year Pete and the CEO weren’t seeing eye-to-eye. The C-Suite got populated with people who shared the CEO’s vision, and Pete felt like the odd man out.

“I knew my days were numbered, but fortunately Jack Brown, the owner of Stater Bros., had asked if I was interested in making a change,” Pete says. “I told him, ‘Yeah, I’m interested.”

GIVING BACK

Pete’s commitment and drive extends far beyond his own career. He spends as much, if not more, of his time making a difference in the lives of others, inside and outside of the grocery industry, as a volunteer and as CEO of Stater Bros. Charities.

“We hear the phrase, ‘It’s important to give back,’ but for Pete, those aren’t just words. He lives and breathes that philosophy,” says Mark Camarella, freshly-minted retiree from PepsiCo.

“His level of service, even as busy as his job keeps him, opened my own eyes and ignited me to start giving back.”

Looking at what he’s done—and still does—to serve others, it’s almost impossible to parse out where Pete’s support of the grocery industry and its people ends, and where his personal philanthropy begins.

It took another year to work out the details—he started as President and COO of Stater Bros. Markets on Tax Day 2013, and was promoted to CEO three years later. Jack Brown became executive chairman of the board until he passed away in November 2016. Phil Smith came on as the new Chairman, and promoted Pete to Chairman two years later.

Today, Pete oversees 167 stores representing 18,300 employees and over $5 billion in annual sales. It’s testament to his commitment and drive to learn, work hard, and always have a goal for what’s next.

Since 2008, Stater Bros. Charities has provided more than $48 million to a variety of charities and causes, mostly focused on education. As one example, the organization supports the Western Association of Food Chains’ Retail Management Certificate Program. It’s an eight-course community college program designed to provide the skills and education for a management

role in the retail industry. Stater Bros. covers the cost of tuition, books, and fees for employees, but Pete went even further. He set a company policy that anyone who wanted a store manager position had to complete all eight courses to earn their certificate.

“It’s a great way to start an education journey, especially for folks like me who only have a high school diploma,” Pete says. “My goal is for folks to make a decision to get their college degree much sooner than I did.”

Stater Bros. also created and offers its own training courses at its headquarters, and Pete frequently visits those classes to share from his own experience.

(Notably, Pete didn’t stop with his own education after getting his bachelor’s degree. He went on to complete the Food Industry Executive Program at USC and then the Executive Business Program at Stanford University. Later, the USC Marshall School of Business named Pete the Executive of the Year for the Food Industry Management Program in 2018.)

All of that is just the warmup, however, as Pete’s passion for education goes well beyond the grocery industry. When Mark Camarella approached in him in 2017 about supporting Children of Fallen Patriots, which provides scholarships and counseling to military children who’ve lost a parent in the line of duty, Pete approved it on the spot. Since then Stater Bros. has provided more than $400,000 to the program.

Stater Bros. Charities also supports:

the community, and beautifully demonstrates how the success of a business and the success of a community can go hand in hand.”

Zac particularly recalls a time when Pete came to the classroom to share his personal experiences and serve as flight instructor for the day.

“We had kid named Ben who hadn’t shown much interest in the class until Pete arrived, and when it was over, Ben looked Pete in the eye, shook his hand, and said ‘thank you for coming,” Zac says. “Pete was so impressed by that—he later told Ben that when he turns 16, there would be a job at Stater Bros. Markets, if he wanted it. I have no doubt Ben will take him up on it. Pete changed a kid’s life that day. It still brings tears to my eyes.”

Pete doesn’t keep his love for flying to himself—he puts his pilot’s license and private plane to work. For years, he’s donated flying services to nonprofit organizations that fly people in need of medical care, like Angel Flight West and Veterans Air Command.

• The Taste and Teach program in partnership with the California Foundation for Agriculture in the Classroom.

• Inland Empire Lighthouse for the Blind, which teaches independent living skills and provides recreational outlets.

• Redlands Emergency Services Academy, which exposes high school students to careers in law enforcement and emergency fire services.

One additional nonprofit near and dear to Pete’s heart as a pilot is Youth Inspiration Nation, which promotes education through aviation. Students attend an eight-week program to learn about aviation through videos, STEM models, aviation games, and flight simulators.

“Stater Bros. Markets was the first organization to contribute to us in 2018,” says Zac Woonsam, founder and executive director of Youth Inspiration Nation. “Pete truly cares about the needs of

Outside of education, Pete is also a passionate advocate for the industry itself. Ron Fong, President and CEO of the California Grocers Association, often tells the story of how he and Pete worked together to stop a local city ordinance that sought to ban the sale of candy bars and soda at grocery check stands.

“Pete took issue because of the policy behind it—it was local government trying to tell our industry what we can or can’t sell, and if we agree to this, then what’s next?” Fong says. “He had a huge company to run, but we spent more than 100 hours fighting that, and we won. He’s a man of principle and if something isn’t right, he will fight it. I admire that about him.”

For his part, Pete is simply grateful he’s able to give back, and offers both an encouragement and challenge to all of us.

“We’re all put on this Earth for a purpose, and I think we’re all obligated to give back,” Pete says. “It’s not enough just to write a check. We all have passions and abilities, and using those is one of the best ways to serve. It makes giving back so much more real, and meaningful. Our mark on this world will be defined by what we did for others, and we can all do more. Me included.” ■

Pete Van Helden Mary and Willie Crocker

CONGRATULATIONS

Mary and Willie Crocker

Alta Dena Dairy and Bimbo Bakeries USA

Pete Van Helden

Stater Bros. Markets

ABOUT OUR HONOREES

Mary & Willie Crocker

The “original” William and Mary—William III and Mary II of England—came to power in 1689. They have the unique distinction of being England’s first—and only—“joint sovereigns,” ruling together with equal status. Their accomplishments during their reign have had a lasting impact that endures to this day.

Willie and Mary Crocker, by comparison, may not be ancestral kings or queens, but there’s no denying that they’re akin to royalty in today’s grocery industry. In fact, similar to their namesakes, they have the unique distinction of being the only couple from separate companies ever simultaneously inducted into CGAEF’s Hall of Achievement.

As a package deal, they are so well known as “Willie and Mary,” that it’s almost impossible to discuss one without the other. If they were a Hollywood couple, they’d already have a combined nickname, like “WilMar” or “Millie.”

With or without the nickname (or royal titles), Willie and Mary Crocker are both recognized and beloved as an industry power couple. Both came from similar

backgrounds where they learned the values of hard work, showing respect and compassion for others, and the importance of giving back.

One is a would-be engineer, securities broker, and real-life explosive ordnance disposal technician. The other is a lifelong case study in recognizing the value in everyone. Each, in their own right, has earned the distinction of HOA induction. Willie, Director of Customer Teams for Bimbo Bakeries USA, and Mary, Sales Account Manager for Alta Dena Dairy, have dedicated decades to the industry, navigating challenges, building relationships, and always leading with integrity.

Together, they are an unstoppable force whose contributions extend far beyond boardrooms and industry events. Their passion for giving back, whether through scholarships, mentorship, or nonprofit work, has made them role models not only in their industry but in their community as a whole.

Together they exemplify what the Hall of Achievement celebrates, and their legacy is still being written.

FROM HIGH SCHOOL TO THE HURT LOCKER

Willie’s story begins in Japan where he was born in 1962 to a military family. The family moved to the U.S. when he was only a year old after his father was stationed in San Francisco. The Crockers eventually settled in San Diego where Willie spent his formative years alongside his younger sister, Vivian. His mother was a homemaker, something for which he was very grateful.

“It was so nice coming home and having a parent there,” Willie says. “There was safety and security in that, as well as accountability.

I learned a lot from my mom.”

His father, while remaining on active duty in the Navy, took on odd jobs after work and on the weekends—painting, construction, treefelling, and general handyman work. Willie came along as the “assistant”, even while he was only in grade school. Working with his dad, he learned how to install flooring, “sweat copper,” repair roofs and install sewer systems. Along the way he also helped his dad build their family home in Poway in 1974.

While in high school, he also worked with a landscape maintenance company that had contracts with new home developments and corporate business parks. It was good “outdoor” work that he enjoyed—it was hard to complain about cutting grass when all the job required was sitting on a riding mower for 7–8 hours a day.

He graduated from Poway High School in 1980 and after a short, self-described “failed attempt at community college,” he joined the Air Force in 1981 to take advantage of the GI Bill. There wasn’t any money for college, but getting a degree was a fixed goal in his mind—a means of getting that good-paying job someday.

“I walked into the recruiting office and after a short conversation with the recruiter, he pulled out a book and said he had just the job for me,” Willie says. “Explosive Ordnance Disposal.”

As a job category, it had the highest washout rate in the entire Air Force, but it came with a $2,500 signing bonus. To Willie in 1981, that was a fortune.

Money was tight—as a one-income family living on a Navy salary, even going to a fast food restaurant was considered a treat. Seeing how hard his father worked taught Willie about the value of a dollar, but even more importantly, it taught him the value of his time.

“The most important lesson I learned working with my dad was to study harder in school so I could get a good paying job that would allow some down time to enjoy life,” Willie says. “By the time I was in junior high and high school, I missed out on a lot of fun stuff with my friends because I needed to be out working with my dad.”

After Basic Training, he went to school for a year to be a bomb disposal technician. Then after a brief stint in Victorville, Willie shipped off to Ramstein Air Base in Germany, where he spent the next eight years. It was there he met an officer who changed his life: Captain Bruno Eddy.

“He came down to our flight one day and out of 20 guys, he pointed at me and said, ‘You don’t belong here. Starting tomorrow, you’re reporting to me on the staff. See you in the morning. Wear your Blues.’” Willie shares, “You have to understand I was just an E-5 noncommissioned officer. There are never E-5’s on staff. Those positions are all for senior enlisted men and women.”

To this day, Willie has no idea what it was about him that got Capt. Eddy’s attention, but on that first day, Willie knew his life was going to change forever. Capt. Eddy informed him, in no uncertain terms, that Willie was going to go to school, study, and get his degree while in the Air Force. He was going to take classes at night, in the morning and on weekends as needed, and in exchange he would be allowed to come into work late or leave early if classwork demanded it. Following that conversation, he marched Willie directly to the education center and got him enrolled.

“That was my life for the next 4–5 years,” Willie says. “I still don’t know what he saw in me, but he clearly saw something, and gave me an opportunity that was virtually unheard of. Because of that, I tell everyone who asks that I am who I am today because of, and owe my success to, Captain Bruno Eddy.”

◀ Continued from page 43

FROM HORSES TO HOSPITALITY AND WHOLE MILK

Mary Armstrong was born in 1964 in Phoenix, Arizona, but she calls Flagstaff her home. Her family moved there when she was four. Her dad worked in construction and her mom, like Willie’s, was a homemaker.

“I had an incredible childhood,” Mary says. “We lived on a ranch where I raised animals, was active in 4-H, worked hard, came home when it got dark, and even rode horses professionally.”

As the oldest of three sisters, she quickly became accustomed to responsibility and learned from an early age what it meant to be dedicated to something bigger than herself. In particular, her work with 4-H was about much more than taking care of animals. It was about serving her community, whether that was organizing food drives, helping with bake sales, or working on service projects.

Mary was involved in it all, which no doubt set the stage for her people skills and becoming the tireless volunteer she is today.

Her parents, like Willie’s, believed in hard work, honesty, and treating people with respect—values that would guide Mary throughout her life, even through a difficult time in 1977 when her parents divorced. Mary had to say goodbye to the ranch, and she moved to Glendale with her mother and sisters.

Life in Glendale was a bit of a culture shock compared to ranch living but Mary adapted by throwing herself into sports, drill team, and school activities. She learned to embrace change and find opportunities in new environments, a skill that would serve her well in her professional career.

While Willie was serving overseas, Mary graduated from Don Lugo High School in 1983. Until then she’d been working two jobs, one at a music store and one as a waitress at a seafood restaurant. There, she continued to hone her skills in hospitality and customer service.

Her first foray onto the grocery industry came right out of high school when she got a job at Price Club (now Costco).

“I was a ‘caller’ at checkout, which meant I’d call out the product numbers to the cashier helping with the checkout process. That was before electronic scanners made everything easier,”

Mary says. “I moved out of my mom’s house right after high school, and unfortunately, going to college was not something I had the opportunity to do.

I was always working two jobs, I was just trying to pay the rent. I wasn’t really thinking about the grocery industry as a career.”

She worked at Price Club for three years and then made a dramatic change. In 1986, she took a hospitality job working in the executive suites department at Angels Stadium where she got the opportunity to serve and manage the customer experience of VIPs ranging from celebrities and CEOs to Governors and even President George H.W. Bush.

Simultaneously, in 1987, she started a position in sales and purchasing for Reliance Steel/ Kilsby Roberts. Even at a young age, she recognized the power and value in real estate.

Coming to terms that college wasn’t a viable option, she focused on saving money and bought her own home in 1992. Few accomplishments could ever provide a better testimony to someone’s work ethic, selfdiscipline, or resourcefulness.

Of course, hard work is a bit easier when you really enjoy it. Mary so loved the job at Angels Stadium that she kept it for 26 years until 2011, even as she worked the second job at Reliance Steel (where she stayed until 1999).

Both of her jobs and volunteer experience added invaluable skills to her resume including community service, sales, and customer service. She would add those to the foundational values of working hard and treating others with respect instilled in her by her parents, and use them all to build the reputation she’s made for herself in the grocery industry today.

In 2005, Mary called a friend at Heartland Farms (now Alta Dena Dairy) and told her she was looking for a career. She asked if the friend could arrange for her to speak with her boss. That led to an interview, which led to a job. Today as a Sales Account Manager, she’s part of a great team, overseeing large retail accounts and managing customer relationships.

“I’ve been here 19 years, and I love this job so much,” Mary says.

“Every day, I get to use the lessons I learned in taking care of people and helping them feel special— not just to sell milk and dairy products, but to help put those staple, healthy products on the kitchen tables, pantries and stovetops of people all over the country. It’s so rewarding.”

FROM BEAR TO BEAR

Willie left the Air Force in 1990 after a nearly nine-year stint. He’s very proud of his time serving his country and honored to have done it, but he knew if he stayed in for 10 years, he’d feel compelled to go career, and that wasn’t part of his plan. He’d earned a degree in Industrial Technology and was ready to put it to work.

He was then, simultaneously, the beneficiary of great timing and the victim of bad timing. Toward the end of 1989, when he was ready to leave the Air Force, the Berlin Wall came down, Gorbachev stepped down, and suddenly the world seemed a little less dangerous. There was less need for a military force, so the military enacted a new policy allowing enlisted personnel to break their contracts. If you wanted out, and the base commander signed off, you were out within days. Willie jumped at the opportunity and was honorably discharged in January 1990.

Willie’s grocery industry career began when he was still in the Air Force. In the early 1980’s, while in Germany, he would occasionally take on the alter ego of “Snuggle Bear.”

“I had a friend that worked at WebCo, a food broker that represented all the commissaries in the European Theater, who asked me if I wanted to make a little extra money,” Willie says. “All I had to do was put on the Snuggle Bear costume—WebCo’s mascot—and walk around the commissary handing out lollipops to the kids. It paid $20 for a couple hours. Back then $20 bought lunch for a week, and it was easy money.”

He moved to Seattle, a hub of the defense industry, expecting to launch a career but things didn’t go according to plan. He knocked on the door of every defense contractor in the region, only to be told that if he’d shown up three years earlier, he’d have had his pick of jobs. Instead, the same “less dangerous world” that had enabled him to leave the Air Force early had also slashed the budget of every defense contractor. Industrial engineers were a dime-a-dozen, and nobody needed one.

He quickly pivoted, deciding to make his fortune selling securities. He studied for and passed the Series 7 and Series 63 exams to sell securities and insurance in Washington. With those credentials in hand, he replied to a newspaper ad from a company called First Investors, and got the job.

The position was 100-percent cold calling. He was literally given the Seattle phone book and tasked with convincing residents to agree to a meeting with one of the company’s brokers. The job was also 100-percent commission based.

“The days turned into weeks without making any money, and I realized I was going to starve to death doing this,” Willie says. “That’s what prompted me to think about my friend in the food broker business back in Germany, so I made a list and started knocking on doors. One of those was at Lever Brothers.”

◀ Continued from page 45

Good timing smiled on Willie once more. When he showed up at Lever Brothers’ district sales office with his suit, briefcase, resume, and no appointment, the office receptionist was out to lunch. The district manager was the only person there, and when Willie asked if he could talk to him about a job, the manager said, “why not?”

At the time, Lever Brothers only hired from recruiters at college campuses, but Willie made enough of an impression for the district manager to make a call to one of his area managers. They started him on the Albertsons reset crew.

He was only on the reset crew for about three weeks when a sales position cropped up in Portland, Oregon, and the district manager opted to give Willie a “sink or swim” crack at it. From there, Willie’s career path unfolded as if it had been laid out for him all along.

He started as a sales rep working accounts with companies like Waremart (now WinCo) and United Grocers. He thrived, building a reputation for results and integrity, and after only a year, the company moved him to Los Angeles for a district sales technologist position.

“That’s what they called the position in the 90’s, back when it was a brand new thing,” Willie says.

Ask him what he values most about his job today, and he’ll tell you it’s the “people aspect.” Although he doesn’t call on customers anymore, the biggest part of his job is building and maintaining relationships with people, inside and outside the organization.

“Willie really believes in doing business the old fashioned way, and that is meeting with people,” says Ron Fong, president and CEO of the California Grocers Association. “I think it’s one of his biggest skills.”

As a side note on Willie’s career, it’s not lost on him that he got his start dressing up as a bear, and Bimbo’s mascot, Osito, is also a bear.

“In 35 years of grocery industry experience, I’ve gone from Snuggle Bear to Osito Bear,” Willie says. “It’s kind of poetic.”

THE PATHS CONVERGE

Beyond just their career success, Willie and Mary also credit their relationship to the grocery industry. They first met at CGA’s annual conference and began dating in 2009.

“It involved looking at mountains of data and figuring out what it all means. Today they call it a sales analyst.”

From there he was promoted to sales assistant and not long after, the company merged with Chesebrough-Ponds and Helene Curtis under the Unilever Home & Personal Care brand. He remained there in various sales positions until 2004 when Unilever decided it would now handle all of its sales through brokers, and layoffs ensued.

He transitioned quickly, taking a job the with the Sara Lee Bakery Group as a customer sales executive. By 2008, he was overseeing a small sales team and when Bimbo Bakeries USA acquired Sara Lee in 2010, he was promoted to director of sales. Today, as Director of Customer Teams for Bimbo Bakeries, he oversees a team of nine and more than $120 million in annual sales.

“We both knew of each other, but that was the first time we really got to talking,” Mary says. “With bread and milk in our backgrounds, we just started talking about breakfast and how we could work together. We’ve been together ever since.”

They were married in 2014, to the surprise of no one.

“I’ve known Willie and Mary for 20 years—I knew them both independently before they were married and when

I found out they were engaged, it suddenly seemed so obvious,” says Pat Posey, COO of the Western Association of Food Chains. “Talk about a match made in Heaven—I can believe it didn’t occur to me to orchestrate their meeting years earlier.”

Mary changed her last name to Crocker and they cemented not only a personal union, but also an unstoppable professional partnership that would benefit the industry in innumerable ways.

“The two of them really are a power couple,” Fong says. “Whenever I think of Willie or Mary they just come up as a pair. Individually and together, they both bring a great deal of trust, honor and respect to the industry. When either of them gives you their word, it’s gospel. That kind of trust is so important in this industry. I really admire and appreciate both of them for that.”

Willie served on the CGA Board of Directors for seven years from 2016–2022, providing invaluable insights to the Association’s leadership on the “supplier side” of the community.

Subriana Pierce, Senior Vice President of Sales for C.A. Fortune, has seen firsthand the depth of his commitment.

A SHARED LIFE OF SERVICE

The shared contributions of Willie and Mary inside and outside the grocery industry are all but innumerable. For more than a decade, both have been heavily involved in The Illuminators, a nonprofit organization founded in 1928 that is dedicated to the success of the CGA and the WAFC conventions, and providing scholarships to the children of The Illuminators, CGA and WAFC members. Last year alone, the organization raised more than $150,000 for scholarships.

“It’s his presence— he shows up for this industry in a big way, and he brings his company along so it can continue the work he’s done,” Pierce says. “Serving with Mary and Willie on The Illuminators Board and the CGA Board with Willie, I’ve seen firsthand how they have modeled what it means to be servant leaders. Their example has helped me be more effective in my role and in making sure my husband, Allen, is leading beside me. They laid the blueprint for a power couple in this industry.”

For Mary, this work has had a personal as well as a professional attachment.

“As someone who wasn’t able to go to college myself, I wanted to help others with their education,” Mary says. “I know very well how getting a college education can be a financial burden, to whole families, so that’s where I wanted to help.”

Mary’s work on behalf of The Illuminators has been so impactful and valued that, in 2023, she was recognized with the organization’s Ted Eggers “Honorlite” Award.

“To put that in perspective, you need to understand than in almost a century of existence, The Illuminators have only named 36 Honorlite Award winners,” says Dave Grosse, Vice President of Sales for the Performance Group. “It’s The Illuminators’ highest honor. When Mary won it, it was a huge surprise to her, but to none of us in the room. It was a highlight of her career and yet she was so humble and grateful to accept the award. I still get goosebumps thinking about that moment.”

Their work with The Illuminators is just the start. Together they are also deeply committed to supporting the work of City of Hope, the Cystic Fibrosis Foundation, Boy Scouts, Olive Crest, their church, and more. They also do more than serve on committees and make decisions. When opportunities come around, you can find them feeding the homeless, taking a shift at a ticket booth, putting up decorations, cleaning up afterwards, and truly being involved in the work.

“Mary and Willie are really the perfect choices for the Hall of Achievement,” Posey says. “They both make time for everyone else—when they’re in the room, they make everyone feel special. Willie’s heart is the biggest muscle in his body. Mary’s answer to any need is always ‘yes’. Where you find one, you’ll always find the other. Willie and Mary are a package deal, ready to roll up their sleeves and help any way they can.”

For their part, Mary and Willie maintain a very genuine modesty.

“Serving others is where our hearts are and I’m so proud that our children serve as well,” Mary says. “As grateful as we are, it’s not about the awards, it’s about the lives we touch. Dr Seuss said it best, ‘To the world, you may be one person, but to one person, you may be the world.’”

There’s little doubt that Willie and Mary are “the world” to more than one person, to more than each other, and perhaps even to more than the whole grocery industry.

“The light these two bring into a room, and the love they have for each other is so obvious,” Grosse says. “They share that same love to this industry. And the industry loves them back.” ■

The Magnolia Foods team congratulates Pete Van Helden of Stater Bros. Markets, Mary Crocker of Alta Dena Dairy, and Willie Crocker of Bimbo Bakeries USA on being named to the prestigious Hall of Achievement!

The Rising Stars of the grocery community

FROM A COMMUNITY ENGAGEMENT AND WELLNESS DIRECTOR, TO A SENIOR CATEGORY MANAGER, TO A BEVERAGE RETAIL SALES DIRECTOR, THIS YEAR’S RISING STARS LIST HIGHLIGHTS THE BEST AND BRIGHTEST TALENT IN THE GROCERY INDUSTRY.

TAYLOR CHAPPELL

Retail Sales Director of Northern California, Anheuser-Busch

How did you come to work in the grocery industry?

I started my grocery career with Southern Glacier’s Wine & Spirits directly out of college as a grocery Sales Rep. I managed grocery accounts across the Sacramento area that then led me to the supplier side of the beer industry at Kona Brewing (CBA). I held various roles with Kona Brewing for five years before being acquired by AnheuserBusch. I have been with Anheuser-Busch now for four plus years. I absolutely love being a part of the grocery industry because of the relationships I get to build with our retailers by bringing them insights, value, and help to increase sales.

What unique perspective do you think you bring to your work in the industry?

Playing college soccer for four years, I bring a very competitive, and team-centric mindset in my everyday work. I am a strong believer in team culture. You may have the most talented group of individuals, but if they cannot push each other to work hard and hold each other accountable (while having

fun doing it of course!), you will never reach your team’s full potential. I feel like this is very translatable in the grocery industry because there are so many people that play a role in the industry’s success. From our valued retailers to beer buyers to wholesalers to the supplier partners like myself, it takes everyone working together as a team to watch programming and sales come to life.

What’s your favorite thing about being a grocer/supplier?

My favorite thing about my job is getting to work in beer! Beer is fun, exciting, and very innovative. It’s an industry where our company gets to bring new flavors, styles, and even concepts to our retailers every year. Beer also brings family and friends together whether it be a celebration, holidays, or even just a good weekend. Beer is at the center of most large events like concerts, UFC fights, NFL games, and even the Olympics creating lifelong memories!

What inspires you?

My husband, my family, and the great people that I get to work with. I have been married for four years and my husband has been such a great support to me in my career. I also have two incredible parents to thank for raising me with so many lessons and opportunities in my childhood. One of the largest assets and strengths of AB is our people. I get to work every day with a group of extremely talented, creative, and high caliber individuals. Being surrounded by such great people in both my work and personal life inspires me every day to push myself to be my very best!

What’s the best piece of career advice you’ve ever received?

As a manager, every decision that you make affects the lives of those that report to you. Being a manager is more than just managing. You have this incredible opportunity to coach people into leaders and help others

reach their full potential. I was once told if you catch a man a fish, you feed him for a day. If you teach a man to fish, you feed them for life. Taking the time to teach and coach those around you can influence someone’s life forever. At the end of the day, I want to leave a legacy of being an impactful leader, and more importantly, an even better person.

What do you hope to accomplish in the next five years?

I hope to continue to grow and expand my experience as a leader within AnheuserBusch and the grocery industry. I am blessed to work for a large company like AB. There are plenty of opportunities to grow into new segments and areas of the business. I value the supplier and retailer relationships that I have built over the years and some of these people have become life-long friends. I look forward to building on the relationship with my retailers in the coming years.

What is a hot take you have about the industry?

No matter what the size, every retailer matters both small and large. Some of our smallest chains are the ones experiencing the most growth. We are in the business of people, and I have been blessed to make some impactful relationships over the years. I enjoy working with my long-time retail partners, however I find it exciting to work with new retailers!

When you’re not working, what are you doing for fun?

I enjoy the great outdoors with my husband and dog, Brew. In the summertime we enjoy fishing, camping, and golfing. We spend our winter weekends skiing, traveling, and seeking out the best après. I also volunteer with Brew, who is therapy dog, at local hospitals. We spend our time in hospitals visiting patients, getting pets, and bringing smiles!

Continued on page 52 ▶

CHAD VILLANUEVA

Sr. Category Manager, Meat

The Save Mart Companies

How did you come to work in the grocery industry?

I was born and raised in California’s Central Valley, but my youth was marked by tragedy. The murder of my grandmother, who played a significant role in my upbringing, left a deep void in my life. This devastating event led to years of instability, including homelessness and uncertainty about where my next meal would come from.

As I entered adulthood, I longed for one thing: stability. A friend who worked for The Save Mart Companies encouraged me to apply, and I’m grateful I did. The company provided me with a strong foundation when I needed it most, offering not just a job but a path forward.

Ten years into my career, I made the bold decision to return to college and pursue my bachelor’s degree. Balancing a full-time job, raising kids, and managing a full course load was challenging, but I was determined. I ultimately earned my degree in Business Management from Fresno Pacific University.

One of the most unexpected yet rewarding aspects of my educational journey was the support I received from the California Grocers Association Educational Foundation (CGAEF). In 2019, I was honored with the $10,000 CGAEF Legends of the Industry Scholarship. This not only provided the financial support I needed to complete my education but also gave me recognition throughout the industry for my dedication and hard work.

My journey has been anything but easy, but it has shaped me into who I am today. I am grateful for the opportunities and support that helped me turn my struggles into success.

What unique perspective do you think you bring to your work in the industry?

I have worn many hats throughout my career—starting as a bagger and working my way up through roles such as meat clerk, meat cutter, meat manager, assistant store manager, store director, and now senior category manager. This diverse experience has given me a deep understanding of store operations, merchandising, and go-to-market strategies. It has also equipped me with the ability to navigate challenges with confidence and clarity, ensuring that my decisions drive positive outcomes. My expertise in vendor negotiations and relationship management further strengthens my well-rounded approach, allowing me to stand out as a leader in the industry.

What’s your favorite thing about being a grocer/supplier?

Providing a basic necessity—food—to the communities we serve is incredibly fulfilling. Knowing that my work directly impacts families and individuals is what drives me every day. Food is more than just sustenance; it brings people together, creates memories, and fosters a sense of connection. Being part of an industry that plays such a vital role in everyday life gives me a deep sense of purpose and pride.

Beyond simply ensuring shelves are stocked, I take great satisfaction in making strategic decisions that enhance the shopping experience, provide quality products at the best value, and support local economies. Whether it’s helping families put meals on the table, ensuring access to fresh and nutritious options, or navigating market challenges to keep our business competitive, every aspect of my role is meaningful. The grocery industry is fast-paced and ever-evolving, and I embrace the challenges it presents, knowing that my efforts contribute to something greater—a stronger, healthier, and well-fed community.

What inspires you?

I am deeply inspired by the principles of servant leadership, which emphasize putting others first, fostering growth, and creating a lasting impact. Success in the grocery industry isn’t just about selling products— it’s about people. Every day, I am driven by the opportunity to serve our teams, our customers, and the communities we support. We are not just in the grocery business; we are in the people business.

At its core, servant leadership is about lifting others up, whether it’s mentoring a colleague, ensuring customers have access to fresh, quality food, or working alongside vendors to create meaningful partnerships. I believe that when we prioritize people—by listening, supporting, and empowering them—success follows naturally. A thriving business is built on strong relationships, and I take pride in fostering a culture of trust, collaboration, and excellence.

One of the most fulfilling moments of my career was being able to speak about the power of servant leadership at the 2024 CGA Northern California Grocery Store Leader Seminar. It was an incredible opportunity to share my passion for leading with empathy, integrity, and a service-first mindset with others in the industry. Beyond the day-to-day operations, I find inspiration in the ripple

effect of our work. A well-stocked grocery store means a mother can provide a healthy meal for her family, an employee can build a fulfilling career, and a community can come together around the dinner table. Knowing that my efforts contribute to something larger than myself fuels my passion every day. The grocery industry is ever-changing, but one thing remains constant: the impact we have on people’s lives. That is what inspires me and keeps me striving to make a difference.

What’s the best piece of career advice you’ve ever received?

The best piece of career advice I’ve ever received came from a mentor who shared a timeless saying: “If you feed a man a fish, you feed him for a day. If you teach a man to fish, you feed him for a lifetime.” This advice has shaped not only my approach to leadership but also my core philosophy about growth and success. I believe that knowledge is most powerful when it is shared with others. As a leader, I strive to pour everything I’ve learned into the people around me, empowering them to build their own path to success. By teaching others the skills and insights I’ve acquired, I help them thrive—not just for today, but for the long term. This mindset has been integral to my leadership journey and continues to guide how I support and mentor others.

What do you hope to accomplish in the next five years?

In the next five years, I aim to advance into a director role and ultimately achieve a vice president position. My goal is to leverage my extensive experience in merchandising and operations to drive lasting growth and success within the grocery industry. I’m committed to fostering innovation, optimizing strategies, and helping shape the future of the industry while ensuring its continued relevance and sustainability. Through strong leadership and a focus on both the people and processes that make this business thrive, I look forward to contributing to the industry’s future in a meaningful way.

What is a hot take you have about the industry?

One thing I firmly believe is that no matter your role in the grocery industry, work ethic can propel you forward. The grocery business isn’t easy—it demands hard work, adaptability, and resilience. But with dedication, self-discipline, and the ability to work at a pace that drives results, there’s no limit to what you can achieve. Success in this industry isn’t just about talent; it’s about the relentless pursuit of excellence and the willingness to put in the effort to make things happen. When you bring that kind of work ethic, the possibilities are endless.

When you’re not working, what are you doing for fun?

When I’m not working, my favorite thing to do is spend time with my wife and four children. Family is everything to me, and I cherish every moment with them. My kids keep me busy with their sports activities— they’re active in football, basketball, and volleyball. I love volunteering as a coach for their teams, helping them develop their skills and teaching them valuable life lessons along the way.

I’m also a passionate sports fan, and I never miss a chance to cheer on my favorite teams—the 49ers, Golden State Warriors, and San Francisco Giants. Whether it’s watching a game with family or attending in person, sports are a big part of my life, offering a great way to unwind and connect with others who share the same excitement.

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TERESA BLANCO

Director of Community Engagement and Wellness, Northgate González Market

How did you come to work in the grocery industry?

I embarked on a career path focused on analytics and marketing within the retail grocery industry. This path evolved to include a strong emphasis on cause-related marketing and community engagement. This journey led to significant opportunities, including a pivotal role at El Super, a major grocery retail competitor, where I spent ten months gaining invaluable experience. Subsequently, I transitioned to a nonprofit organization, collaborating with multiple grocers.

My career trajectory then took me to the Los Angeles County Public Health Department, where I joined their nutrition program. It was during this time that I had the privilege of partnering with Northgate González Market. This collaboration ultimately resulted in an offer to join their team in 2010 as manager of the Viva La Salud program. I am deeply grateful for the chance to contribute to Northgate Market’s mission of promoting community health and well-being.

What unique perspective do you think you bring to your work in the industry?

As director of community engagement and wellness at Northgate Market, I bring a unique perspective integrating health, wellness, and community service into the grocery industry. I view the grocery sector as more than just a place to buy food—it’s a platform for fostering positive change, improving health outcomes, and empowering our communities.

With 28 years of experience in marketing and two decades dedicated to nonprofit collaborations, I approach my role with a community-first mindset. My work extends beyond the sale of products; it focuses on creating programs that enhance overall well-being, provide access to essential health services, and ensure that our stores serve as community hubs for wellness, education, and engagement.

In 2017, my passion for health and wellness led to a partnership with the late Juan “Chito” Suarez to launch “Nueva Esperanza,” a cancer support group for Northgate Market associates. What began with just eight participants at our first in-person meeting has grown to serve over 150 associates and their families currently navigating a cancer journey. Nueva Esperanza provides members with monthly support groups, second opinions, one-on-one therapy, assistance with food insecurity, gas gift cards, and hospital and home visits. Northgate Market and internal fundraisers fund all proceeds from the program. My goal for Nueva Esperanza is to continue innovating fundraising initiatives to support our associates and their families during these difficult times.

The grocery industry has a unique responsibility and opportunity to address food insecurity, promote healthy choices, and support better lifestyles. At Northgate Market, we are not just selling groceries—

we are nurturing well-being, building stronger communities, and creating lasting positive impacts. This mission drives my perspective, and I am committed to ensuring that Northgate Market continues to lead in community wellness and engagement.

What’s your favorite thing about being a grocer/supplier?

My favorite thing about being a grocer is the opportunity to positively impact lives beyond selling food. At Northgate Market, we are more than just a grocery store— we are a hub for health, wellness, and community engagement.

Through our health and wellness initiative, I directly bring meaningful resources to our customers and store associates through free health screenings, nutrition education, or community wellness events. Seeing families benefit from programs like “Mas Fresco” or participate in our annual 5K run reminds me why I love what I do—because food isn’t just about what’s on the shelves; it’s about nourishing lives, fostering well-being, and strengthening communities.

Being part of a family-owned business that deeply cares about its customers allows me to bridge the gap between nutrition, health, and accessibility. I love knowing that our stores are becoming more than just places to shop—they are places where people can find support, wellness, and hope. That’s what makes being a grocer so rewarding for me.

What inspires you?

What inspires me most is working at Northgate Market and its unwavering commitment to community, family, education, and well-being. As a familyowned business, Northgate is more than just a grocery store—it’s a pillar of support for the communities we serve.

I am inspired by how deeply Northgate invests in its customers and associates, not just through quality products but through meaningful programs that make a difference in people’s lives. Whether it's providing free health screenings that truly help save lives, including free breast exams and mammograms since 2010, eliminating barriers working with cancer survivors and Promotoras to connect with community, combating food insecurity, or empowering youth through educational initiatives like the “Cooking Up Change,” a high school culinary competition, Northgate Market continuously goes beyond the aisles to serve its community.

Northgate Market’s culture of compassion, service, and authenticity makes it so unique. I am honored to be part of a company that celebrates Latino heritage and actively strengthens its community.

I am also inspired by the power of community—the strength, resilience, and dedication of people coming together to uplift and support one another. Seeing how access to wellness, nutrition, and education can impact individuals and families fuels my passion daily. I am motivated by the real stories of people whose lives are improved by our resources.

My inspiration comes from knowing that every initiative, program, and event we create has the potential to make a meaningful difference. I am driven by the ability to connect people with opportunities for better health, wellness, and support every day.

What’s the best piece of career advice you’ve ever received?

About 20 years ago, a direct supervisor of mine named Ricky Levine once explained to me that in all of my written communications, I should respond quickly and be thorough and informative about the subject topic. I use this advice daily. I work with a sense of urgency, responding quickly to internal and external requests, and remain thorough in my plans and reports. Their advice has helped keep me focused and organized.

What do you hope to accomplish in the next five years?

Over the next five years, my goal is to expand Northgate Market’s role as a leader in community engagement and health and wellness by deepening our impact through accessible programs, strategic partnerships, and innovative solutions that support the well-being of our customers and associates. I want to see our stores evolve further into trusted health portals where families can shop for nourishing food and access critical health and wellness services.

One of my top priorities is strategizing our Northgate community engagement efforts in partnership with our Gonzalez Reynoso Familia Foundation. Estela Gonzalez Ortiz, the President of our Foundation, is currently working with us on creating a steering committee to help us with this initiative.

I also plan to strengthen our efforts to combat food insecurity by expanding partnerships like “Mas Fresco” with UC San Diego and other nutrition incentive programs. Ensuring that families have affordable, healthy food options is essential, and I will continue working toward solutions that make fresh, nutritious meals accessible to all.

Additionally, I hope to empower the next generation by enhancing programs like “Cooking Up Change,” and school-based

wellness initiatives as well. By engaging young people in health and wellness early on, we can instill lifelong habits that improve their quality of life.

What is a hot take you have about the industry?

A hot take I have about the grocery industry is that supermarkets should be more than just places to buy food—they should be community wellness hubs. The days of grocery stores being solely transactional spaces are behind us. Today, customers are looking for more than convenience; they want connection, education, and resources that support their well-being.

At Northgate Market, we have embraced this shift through programs like “Viva La Salud,” free health screenings, nutrition education, and food security initiatives. We are proving that grocery stores can be trusted partners in community health. The industry as a whole needs to rethink its role. For example, during COVID, the company partnered with public health nurses and healthcare providers to host over 500 vaccine events at the stores. Our community trusted us, and they came.

If more supermarkets prioritized community engagement, culturally relevant wellness initiatives, and access to critical health resources, we could drive real change in public health. The grocery industry has an incredible opportunity to catalyze healthier communities, and I believe we should lean into that responsibility.

When you’re not working, what are you doing for fun?

When I am not working, I host family parties, cook for my family, volunteer, or travel. I also love to be pampered by my fiancé and binge-watch TV.

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JOANNA PEREZ

Retail Account Manager,

C & S Wholesale Grocers

How did you come to work in the grocery industry?

When I was attending UC Davis in Northern California, I needed a part time job and one of my friends let me know that Nugget Market was looking for someone in their coffee bar. I applied and I was hired, and the rest in history.

What unique perspective do you think you bring to your work in the industry?

The grocery industry is a people industry, yes there are groceries involved, but really it’s about connections and helping both retailers and in-store customers. I strive to provide the best customer experience I can, whether that is helping our retailers through delivery issues or out-of-stocks or helping a customer at store level find caper berries. I will always do my best to communicate and get my people taken care of.

What’s your favorite thing about being a grocer/supplier?

The industry is ever evolving. There are new items, new customers, and all these new people, some you learn from and some you

teach. I appreciate being part of something that keeps us all fed and seeing how it evolves as the years move on.

What

inspires you?

Providing world class service inspires me. Integrity and doing the right thing by others, that inspires me. You can’t expect of others what you are not willing to give, and I aim to be honest, respectful, and fair in everything I do.

What’s the best piece of career advice you’ve ever received?

Think of the best co-worker you ever worked with, think about what it was about them you really appreciated, and then try to be that for those around you. When we all do this, we all get better.

What do you hope to accomplish in the next five years?

My main goal is to continue to stay passionate and positive while challenging the status quo and driving results. As they say, you either get better or you get worse, you do not stay the same. I believe that challenging the notion of “that’s the way it’s always been done” helps us push for innovation and potentially opens up new avenues for revenue.

What is a hot take you have about the industry?

Less ingredients means more these days. Customers want to know what they are consuming, and they want to be able to pronounce it.

When you’re not working, what are you doing for fun?

I love wine tasting, trying new restaurants, and hanging out with my honey and my dogs—Cayenne, Piper, and Chase. The older I’ve gotten the more I’ve learned to appreciate the little quiet moments and be present in my today.

PRIYANKA VIJAY

Director, Keurig Dr. Pepper

How did you come to work in the grocery industry?

I began my career in the grocery industry through an internship program, initially participating just to stay occupied during the summer. This experience unexpectedly became one of the most rewarding periods of my life. Following the completion of my internship, I was delighted to receive an offer for a full-time position as a sales analyst. As I devoted more time to this role and engaged with my team, I came to appreciate the significant impact that the grocery industry has on our community. Within the first few months, I recognized my desire to pursue a long-term career in the grocery industry.

What unique perspective do you think you bring to your work in the industry?

With a background in sales, I enjoy devising value-adding plans and solutions for my customers. My unique perspective lies in customer centricity, which entails deeply understanding consumers’ needs, motivations, and perspectives. I pay close attention to feedback, both positive and negative, and leverage it to improve my plan, product or partnership with my customers.

I’m always being proactive to solve problems and anticipate potential issues and taking steps to resolve them before they escalate to negatively impact the business. In addition, I am constantly seeking ways to enhance and improve the current state of business based on feedback and data analysis. This perspective enables me to collaborate with skilled professionals and gain substantial knowledge about the grocery industry.

What’s your favorite thing about being a grocer/supplier?

I do not take my role as a supplier for granted even for a moment; it is a responsibility that I hold in high regard. The aspect of this role that I find most gratifying is collaborating with my team and customers to devise a plan that aligns with our key priorities as vendors, delivers the results that our customers and retailers expect, and meets the needs of our end consumers. Planning is inherently a collective effort that requires leveraging past experiences, understanding and utilizing current grocery industry trends, and being prepared to address any unforeseen changes and challenges. This process necessitates integrating insights from the past, present, and future from multiple perspectives.

What inspires you?

I’m a curious person with a strong desire for continuous learning. Staying ahead of market trends and understanding consumer behavior is both exciting and inspiring. In today’s fast-paced world, keeping up with the latest market developments helps my team and me anticipate changes and adjust

strategies accordingly. This not only helps us stay relevant but also encourages innovation as we work to meet shifting customer demands. Having a deep understanding of consumer behavior gives us valuable insights into purchasing patterns, preferences, and motivations, allowing us to tailor our offerings more accurately. The dynamic relationship between understanding market trends and catering to consumer behavior is essential for driving growth and success in the grocery industry.

What’s the best piece of career advice you’ve ever received?

“If you’re the smartest person in the room, you are in the wrong room.” This piece of advice has been pivotal in guiding both my personal and professional life. I constantly seek out the company of individuals from whom I can learn and draw inspiration. They motivate me to grow and enhance myself daily. As a leader, I take pride in collaborating with colleagues who possess greater expertise than I do, and I rely on them to bridge any gaps in my knowledge when necessary.

What do you hope to accomplish in the next five years?

My goal is to establish Keurig Dr Pepper as a market leader in liquid refreshment beverages. In a world of boundless possibilities, our beverages make every moment better. Furthermore, I am committed to continuing my contributions to California’s grocery industry. Having been privileged to receive guidance and

mentorship from esteemed industry leaders, I am determined to pay it forward and support the growth of California’s grocery industry.

What is a hot take you have about the industry?

Digital transformation is changing every aspect of the grocery industry. What was once merely a topic of discussion has now become an ongoing reality, requiring our proactive efforts to learn, integrate, and implement these advancements. The adoption of new technologies will not only facilitate rapid decision-making, enhance shopper engagement, and improve operational efficiency but also connect us with future consumers who seek seamless, personalized, and highly engaging grocery shopping experiences. It’s also important to remember that people will continue to play a critical role in this industry as they will be the driving force behind this transformation.

When you’re not working, what are you doing for fun?

My family means the world to me, and they bring so much joy, happiness, and fun into my life. On weekends, you’ll find me trying to outplay my seven-year-old, Aarav, on Xbox games. My 10-year-old, Yana, is a swimmer, and going with her to training sessions on Saturdays is a highlight of my week. I also love watching documentaries with my husband, Ratnesh. Family time is what fuels me and gives me all the energy I need to succeed at work.

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DOMINIC OLVERA

Director of Procurement, Stater Bros. Markets

How did you come to work in the grocery industry?

After graduating high school, I planned to take a summer job with Stater Bros. before pursuing a career as a police officer. However, a year later I married my high school sweetheart, and that summer job quickly became a necessity. My aspirations of becoming a police officer gradually faded after realizing the growth opportunity and stability the grocery industry offered.

I began working in the store and progressed into various roles across the organization, such as general laborer distribution, mailroom, inventory analysis, and fresh meat category management, ultimately reaching my current position. Along the way, each role provided me with valuable knowledge and experience that helped me progress in my career.

What unique perspective do you think you bring to your work in the industry?

My diverse experience across various roles has given me a deep understanding of the replenishment process, distribution,

and their overall impact on the company. However, knowledge alone isn’t enough; it’s how I apply that experience, combined with personal relationships, that drives success. I believe maintaining a “peoplefirst” mindset is crucial for true success. As a leader, I focus on listening, collaborating, and coaching to create an environment where everyone can thrive.

What’s your favorite thing about being a grocer/supplier?

My favorite part of being a grocer is being a small but meaningful part of customers’ daily lives. Although they don’t know me and I don’t know them, it’s rewarding to contribute to their shopping experience and care about making it better. I also love the constantly evolving nature of the grocery industry— new trends, shifting demands, and ongoing challenges keep the work exciting and fresh every day. One aspect I’m particularly passionate about is ensuring in-stock conditions. Keeping shelves stocked with the products customers need is crucial, and it’s satisfying to know that our efforts directly impact their experience and satisfaction.

What inspires you?

What inspires me most is achieving results with my team. In this industry, success takes a group of people committed to a common goal. I find it incredibly rewarding to help my team realize that they can accomplish more than they initially thought, while also ensuring they recognize their own value. Ultimately, we are stronger and more successful when we work together.

What’s the best piece of career advice you’ve ever received?

The best career advice I’ve received was simple: Own it. Own every process and own who you are as a leader. When you take ownership, you care for it, nurture it, and see it through. If we approach everything with this mindset, we can accomplish so much.

What do you hope to accomplish in the next five years?

In the next five years, I aim to establish a new standard for replenishment within my organization, taking efficiency to the next level. I hope to improve replenishment processes, implement strategic sourcing parameters for key categories, and positively impact our distribution operations. Ultimately, I want to leave a lasting impression on my company and inspire the next generation of leaders along the way.

What is a hot take you have about the industry?

The grocery industry must prioritize maintaining consistent in-stock conditions while adapting to the ever-changing demands of customers. Building strong vendor relationships, treating everyone we work with as a customer, and ensuring seamless communication across the supply chain are key to success. As the industry evolves, it’s crucial to leverage technology and improve processes to stay ahead, ensuring products are available when customers need them most.

When you’re not working, what are you doing for fun?

When I’m not working, I enjoy spending time with my family, whether it’s camping in the trailer, going out to a nice dinner, or cheering on the Dodgers at the amazing Dodger Stadium! ■

10 STORIES FOR $10 MILLION

CGA EDUCATIONAL FOUNDATION CELEBRATES COLLEGE SCHOLARSHIP MILESTONE WITH RECIPIENT STORIES

By Grace Becker

Since 1991, the California Grocers Association Educational Foundation (CGAEF) has proudly awarded $10 million in college scholarships, transforming countless lives and empowering the next generation of leaders.

To celebrate this industry milestone, CGAEF is highlighting 10 stories from past scholarship recipients whose careers have been transformed by their educational pursuits. From CEO to store leader, these stories illustrate the life-changing impacts of industry support and education in developing and retaining industry leaders.

Whether helping recipients resume their education or start fresh, CGAEF scholarships allow grocery employees to fulfill their personal and professional ambitions—and create a legacy that spans generations.

On behalf of the CGAEF Board of Trustees and staff, thank you to the hundreds of individuals and companies who have contributed to this milestone. To help CGAEF reach the next $10 million milestone, scan the QR code at the end of this story to donate.

June Wong

Dir. of Benefits

Superior Grocers

2015-2018 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

When I first received a scholarship from CGAEF, I was the senior benefits manager at Smart & Final. It was a long journey pursuing my bachelor’s degree, as I was balancing my responsibilities with a fulltime job and as a mother of two. CGAEF offered incredible support by providing multiple scholarships throughout my academic journey. Today, I’m proud to say that I’ve advanced to the role of director of benefits at Superior Grocers.

How did you come to work in the grocery industry?

I wound up in the grocery industry after taking a few unexpected paths! I immigrated to the United States from Hong Kong at 23, starting my career in retail. After working in Human Resources at Panda Express for a few years, a former colleague who had moved to Smart & Final informed me about an open benefits administrator position. The rest is history!

How did your educational pursuits help you get to where you are in your career now?

I remember feeling limited when I looked at job descriptions, as they all required college degrees—which would disqualify me from many opportunities. I felt like I would never be able to advance from my current job, and it made me doubt my own abilities.

Returning to school was eye-opening for my professional life and personal life. As an immigrant, being able to study in the United States and interact with diverse classmates and professors was a position I never thought I could be in. It was a very fulfilling experience. Earning my degree gave me the confidence to step out of my comfort zone and seek new opportunities, which led to my current position.

What is your favorite thing about being in the grocery industry?

Transparently, I was not initially drawn to the grocery industry. As a mother to two young kids, I always intended on working a job where holidays were plentiful, which would allow me to spend more summer vacations, and school breaks with them.

However, my perspective shifted during COVID-19 the pandemic. I realized the importance of our work as essential employees. It said a lot that many industries were paused, while we continued to serve our communities and make sure they had food on their tables.

And of course, it was reassuring to know that our industry was still secure while other companies faced layoffs.

What do you hope to accomplish professionally in the next five years?

One of my long-term goals is to continue my education journey by pursuing an MBA! I love going to school and doing homework— I feel accomplished after completing a course! My kids think I am weird!

Is there anything else you’d like us to know about how the scholarship impacted you personally or professionally?

The CGAEF scholarship has been more than financial assistance; it is an acknowledgment of my hard work and dedication. I am proud to say that I am able to be a role model to my kids, showing them that with determination, anything is possible.

An education is like a treasure island, but studying and the journey to get there can feel like sailing alone in the ocean. The CGAEF scholarship felt like a guiding wind that helped me reach my destination.

Quinn Hall

Store Leader

North State Grocery

2020 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

When I first received a scholarship from CGAEF, I was working as a head clerk at North State Grocery. As a head clerk, my main responsibility was to act as a closing manager, ensuring that operations ran smoothly and that the perishable departments were properly prepared for the store’s closure. Today, I am a store leader at North State Grocery, where I oversee 70 employees and manage all aspects of store operations, from day-to-day functions to HR-related tasks.

How did you come to work in the grocery industry?

I started in the grocery industry as a part-time job while I was a junior in high school in 2015. I chose to work at the local store because it was close to home, and several of my friends were employed there. I thought, “If they can work here, I can too.” What began as a part-time job through high school and community college soon grew into a passion. Over time, I realized the potential for growth in this industry, especially with the support of mentors like Doug Duggins, now a VP for our company, and Cameron Anderson, who’s now a store leader at another location. Their guidance helped me see the opportunities available within the grocery business.

How did your educational pursuits help you get to where you are in your career now?

My education helped me develop the time management and organizational skills necessary for my role as store leader. Juggling coursework and deadlines taught me how to prioritize tasks, which is essential when managing a team and ensuring smooth store operations. Additionally, my courses strengthened my communication skills—whether it was through group projects, discussions, or presentations—which has been invaluable in interacting with my team, customers, and senior leaders. Another key area of development was problem-solving. Analyzing problems, collaborating on solutions, and thinking critically has translated well to my role, where I regularly face new challenges, whether in customer service or operational efficiency.

What is your favorite thing about being in the grocery industry?

My favorite aspect of the grocery industry is the people. I love meeting new people every day and being able to serve my community. I also enjoy being in a leadership position and inspiring my team the same way my mentors inspired me. Every day is different, and there’s always a new challenge, but I find that maintaining a positive attitude and surrounding myself with like-minded individuals keeps me motivated to improve and perform at my best.

What do you hope to accomplish professionally in the next five years?

In the next five years, my goal is to lead the best store in the company by building a high-performing team and executing operations at the highest level. I’ve already had the opportunity to develop several leaders within our company, and I plan to continue fostering leadership while meeting our financial targets and improving customer service. Ultimately, I want our store to set the standard for excellence in customer service and operational execution within our organization.

Is there anything else you’d like us to know about how the scholarship impacted you personally or professionally?

Receiving the scholarship was a great honor, and it significantly impacted me both personally and professionally. It not only provided financial support but also reaffirmed that my hard work and dedication were being recognized. Working for a company that offers scholarship assistance is just one of the many benefits of being part of such a great organization. I would highly encourage others to take advantage of this opportunity—it’s a valuable resource that can make a real difference.

Jason McKee

SVP Merchandising Support

Heritage Grocers Group

2001 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

I was a courtesy clerk for Ralphs Grocery stores while I went to college at Cal Poly Pomona. My current role is SVP of merchandising support for Heritage Grocers Group.

How did you come to work in the grocery industry?

I am a second-generation grocery veteran—my dad worked in the corporate office at Food4Less. Going to work at Ralphs was initially intended to just be a part-time job while going to college. Like many others, that entry level position expanded into full-time in store, then into the Ralphs/F4L corporate office, and then onto other grocery

industry corporate positions. The grocery industry today still has significant opportunities for advancement and career growth from part-time or full-time in-store positions.

How did your educational pursuits help you get to where you are in your career now?

The grocery industry was not my intended long term career path. I had hoped to work in banking and finance—I was interested in investments and the stock market. Once I finished my undergraduate degree and had an opportunity in the Ralphs corporate office, I found that being proficient at math, profit margin, formulas, and budgets are concepts used every day in the grocery industry.

What is your favorite thing about being a grocer?

My favorite part of being a grocery is seeing all the plans and strategies that were developed in the office come to life in the stores. Sales ideas and initiatives start on a whiteboard, PowerPoint Presentation, or computer screen. Whether it is a seasonal holiday display, merchandising reset or store remodel, or a new product introduction, you are able to see the end result of your effort and planning in real life right in front of you.

What do you hope to accomplish professionally in the next five years?

Advanced Data Analytics and AI continue to infiltrate into more parts of the grocery industry. I need to expand my personal knowledge and education in these areas to effectively apply them to my role, department, and employer. Also, I hope to look for opportunities to donate time and resources to give back to the community and enable the next generation of grocery industry professionals.

“The grocery industry today still has significant opportunities for advancement and career growth from part-time or full-time in-store positions.”

Continued from page 63

Kelly Peterson

Sr. Team Member Services Business Partner

Whole Foods Market

2010 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

My position when I received the scholarship was a cashier. Since then, I have been promoted five times and am now a senior team member services business partner (senior HR business partner).

How did you come to work in the grocery industry?

While I was attending college at UCLA, I needed a part-time job. The Whole Foods Market in Westwood was just down the street from my apartment, so it was perfect walking distance to and from classes and my apartment. I loved the quality standards and core values Whole Foods had to offer, so it was a great match.

How did your educational pursuits help you get to where you are in your career now?

I received my degree in psychology and I believe this really helps me in my current position when motivating and understanding my team members. In HR you have to handle a lot of conflicts and taking courses in understanding how people behave and process information has helped me in my daily job duties.

What is your favorite thing about being a grocer?

My favorite thing about being a grocer is that we are essential. While the pandemic was tough, it was so nice knowing that what we do as a grocer was able to still provide to all of our customers. More specifically in my current role, I love that I am able to be

there for my team members whether that is through the new onboarding experience, helping them develop on their career path, or even just helping them through day-to-day team member conflicts and concerns.

What do you hope to accomplish professionally in the next five years?

In the next few years, I hope to continue my path of promotion and become a Team Lead. I love the challenge my position brings and want to continue to pursue those areas, while still helping and supporting our team members. I also love project management work to help continue to improve efficiencies within our every day-to-day tasks.

Lyova Hayrapetyan Director of Analytics Super King Markets

2017 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

At the time I received the CGAEF scholarship in 2017, I was working at Super King Markets as a supply chain specialist. I started with the company seven years before that as a courtesy clerk, and over the years, as the company continued to expand its footprint of retail stores in the highly competitive Los Angeles and Orange County markets, my roles changed. Currently I am the director of analytics, working closely with corporate and management teams producing internal use analytic reports concentrating on the company’s performance as well as achievement of short and long-term goals.

How did you come to work in the grocery industry?

I started working in retail and distribution way before moving to U.S. My first job in the grocery industry was in Armenia where I had built a small and simple database in 1999 to truck inventory movement and cost and retail for a small retail store with 12 employees. After unsuccessful attempts to hire someone as a data entry clerk, they offered me the job part-time since I already had a full-time job at the local telephone station. The longer I worked with them, the more I learned about retail and warehousing. After two years, I quit my full-time job, got hired at a much larger retail firm as inventory clerk and advanced to assistant store director in seven years. A year later in 2010, we left the country and moved to U.S. and all started from scratch. I started as a courtesy clerk at Super King Markets.

How did your educational pursuits help you get to where you are in your career now?

Education has always been a major part of my life. As I started working in the U.S., I quickly realized that in order to build a successful career, one needs proper formal education as well as a lot of courage and effort to accomplish that along with full time job. After four years I graduated from Glendale Community College with an associate’s degree in computer science and transferred to CSU Northridge majoring in professional accounting, from where I successfully graduated with Magna Cum Laude Honors in 2018. Combining these two majors together and my previous experience, I was quickly recognized by the top management at Super King Markets and was given the opportunity to put all of that into work at the successful company that I was already a part of. In 2018 I was promoted to director of distribution and in 2023 I was moved to accounting and finance as a director of analytics. Without the education I received and the experience I gained while in school, I would not be able to achieve these heights.

What is your favorite thing about being in the grocery industry?

The grocery industry is very unique place that offers a fast-paced and challenging work environment where supply and demand change rapidly, so one has to find effective solutions in a very reasonable but rather short period of time. It is also a place where, regardless of the pretty much widely acceptable standards, innovators find an opportunity to experiment and find new non-standard solutions. Such solutions, for instance, helped the U.S. economy, as well as world economy, survive after a quick decision to limit customers’ ability to shop at grocery stores because of the COVID-19 pandemic. Technology quickly helped build online shopping solutions that proved to be so successful

that they never went away even after COVID-19 restrictions were lifted. Nowadays, a customer may be at work placing their grocery order while on lunch break, and by the time they get home from work their order is already waiting for them at their doorstep. I’m proud to be a part of an always growing industry.

“And the best part is that the scholarships are not limited to employees only but are also available to employees’ family members.”

What do you hope to accomplish professionally in the next five years?

One of the major personal growth projects I am working on right now is to become a licensed CPA in California. That will open new opportunities for me and Super King Markets. While a CPA, my role may not necessarily change, but my input will be more valuable. By the way, I am not too far [from] flipping that page. I have already passed three of the four required exams. Is there anything else you’d like us to know about how the scholarship impacted you personally or professionally?

First and foremost, I can never thank upper management at Super King Markets enough for the opportunities that were sent my way throughout the 14 years I have worked here. I am grateful that Super King Markets is a member of CGA, otherwise I would not have the opportunity to apply and be one of the recipients of hundreds of scholarships CGAEF offers to all employees at CGA member companies. And the best part is that the scholarships are not limited to employees only but are also available to employees’ family members. My daughter, for instance, is another CGAEF scholarship recipient who was awarded in 2021. Scholarships do not always cover the full cost of education but are a way to incentivize the student to set bigger goals and put extra effort in order to achieve those. Thanks, CGA! Thanks, Super King markets! Thanks, Fermanian Family!

Continued from page 65

Carol Adams

National Replenishment Buyer

Albertsons Vons Pavilions

2020 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

I was a full-time department specialist for center of store when I received my scholarship. I was notified on May 12, 2020, that I was a recipient of a CGAEF scholarship which also happens to be my birthday. This scholarship came at a time when I needed reassurance that going back to school at my age was the correct decision. This scholarship not only helped me financially, but it affirmed that I was on the correct path: I had a whole foundation that believed in me. We were in the beginning stages of the COVID pandemic, and all classes were transitioning to online via Zoom, which was quite a challenge. On February 4, 2024, I received my Bachelor of Science in Management Summa Cum Laude from California Coast University. Currently I hold the position of national replenishment buyer; I have held this position for 18 months and have not only learned the core job but have been able to gain experience in preparing and leading meetings.

How did you come to work in the grocery industry?

I think I just happened to enter the grocery industry. I was 19 years old when I started as a courtesy clerk, and I quickly advanced to a clerk position of scan coordinator and supervisor. This position was very flexible and allowed me to work full time and still have

quality time with my family and raise my children. As my children became more independent, I took more interest in what the grocery industry had to offer, and I applied for an opportunity in the division office. I now have 35 years of experience in the industry and an understanding of both frontstage and backstage which gives me a reality-based perspective of the industry.

How did your educational pursuits help you get to where you are in your career now?

Education along with work ethics has opened opportunities for advancement and recognition within the industry. Having a current/ recent degree shows commitment and determination. An education builds knowledge and confidence, this combination has enabled me to have the communication and work skills I need to prove myself for current and future roles in the industry. Classes in marketing, management, and business have educated me on the industry as a whole and allowed me to understand why we do what we do instead of just doing a task because that is the next step.

What is your favorite thing about being a grocer?

My favorite thing about being a grocer is the challenge. Grocery is fast-paced and always changing, and this is exciting to me and keeps me on my toes. My most rewarding experiences include mentoring and training others, helping others, and seeing the moment they understand a process or task gives me a feeling of joy and success. I also enjoy communicating with vendors as well as customers to brainstorm on more efficient and positive ways to conduct business. What do you hope to accomplish professionally in the next five years?

The grocery industry as we know is always changing and I am unsure where my future will be in the next five years. My company is currently in the process of retaining merger approval from the courts, once we have a decision, then I can make a realistic vision for my future. My hope is to progress to a management position where I can use my industry knowledge to simplify grocery, I like to call it

K.I.S.S.: Keep it Simple Shopping. I am very thankful for what the industry has provided me, and I look forward to what comes next.

Issac Granados

Store Manager

Stater Bros. Markets

2021 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

When I received my scholarship, I was a store manager with Stater Bros. Markets. I had just finished receiving an AA in business administration and an AA in business management through a community college program. This was after receiving a Retail Management Certificate through the WAFC program. I am proud to say that I am still a store manager with Stater Bros. Markets. How did you come to work in the grocery industry?

When I was 20 years old, I was not working at the time. I was taking some college classes at a community college but had very little life direction. Someone I knew told me about a job at Stater Bros, but it was about 15 miles away. The Stater Bros. closest to my house was not hiring so I decided to go take a chance at the store that was hiring. This was 32 years ago, so the company did all their hiring through paper applications and in person interviews on the spot. I was lucky enough to get selected and started two days later. Two weeks later I knew I was going to be here for a long time. It just fit.

How did your educational pursuits help you get to where you are in your career now?

The first 15 years of my career included very little classroom education. It was about learning through doing, on the job training so to speak. When the Retail Management Certificate Program started it gave me an opportunity to learn from industry experts through textbooks and in-class instruction. It opened my eyes to the academic

side of the industry and gave me the motivation to learn more. Through experience and education, I feel I have grown into a wellrounded individual and team leader. I feel my career and confidence would not be where it is now without the educational opportunities that were available to me.

What is your favorite thing about being in the grocery industry?

My favorite things about the grocery industry are the people I work with, the customers I get to meet, and the sense of satisfaction it gives me. I have made lifelong relationships with fellow teammates, been able to share memories with so many people over the years and help shape the up-and-comers in the company. Customers are sometimes the highlight of my day and could melt away the stress and frustrations of the job by just telling me about their shopping experience or even the joke of the day. It may sound weird, but I still get a huge sense of satisfaction from the way store looks when it is “ready for business” or when the back room is cleaned and organized. The other thing I like about the grocery industry is the security it gives me and my family. A great example of this was the pandemic and the amount of businesses that closed temporarily or permanently. When I got a job at Stater Bros. many years ago, my dad told me one simple thing about the business I chose, “everybody has to eat”. His simple response laid the foundation for my career.

What do you hope to accomplish professionally in the next five years?

I have given a lot of thought about where I would like to go professionally and have gone back and forth about it. At this moment I truly believe I am where I am supposed to be. I have had great success in leading teams at multiple stores over the years. I am now at a store that I see myself working at until I retire. With that being said I have been talked to about training assistant managers again or new key carriers while still working at this location. Knowing that I have some influence in shaping the future of this company definitely gives me a sense of satisfaction.

Is there anything else you’d like us to know about how the scholarship impacted you personally or professionally?

My younger son joined Stater Bros. a few years ago and is now enjoying the benefits of their educational programs and opportunities. He is on his way to his educational goals because of the partnership Stater Bros. has with CGAEF. Thank you for allowing me to be a part of this. I hope more people take advantage of these opportunities.

Alison Pettit

Front End Supervisor

Cardiff Seaside Market

2015; 2018-2024 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

When I received my very first CGAEF scholarship, I was a cashier at Cardiff Seaside Market. Now, I am a front-end supervisor at the very same store, and I’m thrilled at how my responsibilities have grown and evolved over the years thanks to both my time with the company and the various business classes that I’ve been able to take thanks to the scholarships that I’ve received.

How did you come to work in the grocery industry?

I first began working in the grocery industry over a decade ago. I started at Cardiff Seaside Market about a year after high school and have been there ever since.

How did your educational pursuits help you get to where you are in your career now?

I don’t think I would be as successful as I am now if it wasn’t for my continued education and everyone who made it possible. If not for my department manager encouraging me to go back to school (and for my general manager and the store owners supporting me, and of course the CGAEF for making it all possible) I don’t know if I would have ascended to my current position within the company. Certainly, I would not possess the same level of knowledge (and the tools with

which to use it) as I do now. Being able to go back to school and pursue my business degree has really helped me to better understand many aspects of both the grocery industry and the business world as a whole, particularly when it comes to matters relating to management. What is your favorite thing about being a grocer?

There are so many things I enjoy when it comes to working in the grocery industry, it’s difficult to pick one thing as my favorite! I think one of my favorite things is being able to provide people with not only excellent food but also great customer service; there’s just something satisfying about being able to help customers find that key ingredient they need or brighten their day with a good experience at checkout.

“Being able to go back to school and pursue my business degree has really helped me to better understand many aspects of both the grocery industry and the business world as a whole.”

What do you hope to accomplish professionally in the next five years?

Currently, I’m looking forward to finally attaining my business degree and continuing to use what I’ve learned in order to benefit not only myself but also my employer, my co-workers, and my community. Long-term, I’m hoping to remain at Cardiff Seaside Market, and perhaps take up management of the front end when our current department manager retires.

Ryan Adams

President & CEO

Gelson’s Markets

2013-2014 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

I was a director of retail support for Vons when CGA helped me earn my bachelor’s degree back in 2012-2014. The financial support provided the opportunity to finish my degree after putting it on hold early in my career. I had completed the WAFC Retail Management Certificate Program in 2004 with the intent of completing my bachelor’s degree shortly after, but life got busy with work, marriage, and the births of my two boys. CGA helped me complete my degree even if it was 10 years later and helped further my career.

I am currently the President and CEO of Gelson’s Markets in Southern California, after 25 years with Vons and Albertsons, I made the leap and was appointed to President and CEO in April of this year. I attribute my success to the years of experience, coupled with the education I was able to secure and assist in my future success. How did you come to work in the grocery industry?

The grocery industry was meant to be a part time job while going through college, like so many others it wound up being a career and a passion. The ability to work in so many different fields within an organization and industry is part of what gets us hooked on this industry. Serving customers and employees as a leader in the grocery industry provides tremendous intrinsic gratification and something that continues to humble me as a leader and not losing sight of why I love this industry.

How did your educational pursuits help you get to where you are in your career now?

I attribute everything to my educational pursuits. Whether it was receiving my WAFC RMCP in 2004, earning my bachelor’s degree in 2014, or serving on the advisory board for the Transformational Leadership program at UC Riverside for the last three years. The different applied learning through the years has allowed me to strengthen existing skills, while applying new learnings along the way. I find myself continuously looking back at my formal and informal education and learnings through the years as I grow as a leader.

What is your favorite thing about being a grocer?

I mentioned serving customers and employees, but I should probably expand on the mentoring aspect. Informal and formal mentoring has been one of the cornerstones of my career and desire to stay in this industry. The lives I have been able to touch and impact is always something that makes me happy to reflect on, while also realizing the impact those have had on me, whether those that have mentored me along the way or the expansive ways those I have mentored have allowed me to see and learn differently in our industry. Lifelong learning as a community is one of the many things that makes this industry so remarkable to work and thrive in.

“The grocery industry was meant to be a part time job while going through college, like so many others it wound up being a career and a passion.”

What do you hope to accomplish professionally in the next five years?

Honestly, after reflecting on these questions, getting back to formal education and completing my master’s is something that I have put on hold, and is something I will put back in front of myself as a challenge. I would also be remiss if I did not mention the continued participation in industry functions and events. I firmly believe as leaders in the industry we owe it to each other and to our future leaders to help inspire and coach our teams and stay engaged in industry functions.

Elizabeth Donate

Assistant Manager & Bookkeeper

Super A Foods

2019 & 2021 CGAEF SCHOLARSHIP RECIPIENT

What was your position and your company when you first received a scholarship from CGAEF? What is your current role and employer?

When I first received the scholarship from CGAEF, I was a box helper for Super A Foods where my responsibilities primarily involved assisting with customer service, bagging groceries, and helping with general store tasks. At that time, I was balancing my job with my studies as an accounting major. Currently, I have advanced to the role of an assistant manager and backup bookkeeper at Super A Foods.

How did you come to work in the grocery industry?

I came to work in the grocery industry somewhat by chance, but it turned out to be a great fit for me. I started working as box helper at a local grocery store during high school, mainly to earn some extra income. It was a straightforward job at first—bagging groceries and helping customers—but I quickly became more involved in other aspects of the store. I enjoyed the fast-paced environment and interacting with customers, and I also appreciated how every day presented new challenges and opportunities to learn.

How did your educational pursuits help you get to where you are in your career now?

My education as an accounting major has provided me with a strong foundation in financial principles, such as bookkeeping, financial reporting, and budgeting. This knowledge is directly applicable to my role at Super A Foods, where I am responsible for maintaining accurate financial records, reconciling accounts, and ensuring that

all transactions align with accounting standards. Education helped me develop both technical and soft skills. In fields like data analysis, communication and project management academic training often lays the groundwork for more specialized skills, which I refined through practical application in real-world settings.

What is your favorite thing about being in the grocery industry?

One of the best things about working in the grocery industry is how dynamic and hands-on the environment is. The grocery business is always evolving, and there are so many moving parts, which keeps things interesting. Grocery stores are essential to the local communities. Being a part of a business that provides everyday necessities means that we are helping in a tangible way. The grocery industry is one that’s not only fast-paced and diverse, but also very connected to the community.

What do you hope to accomplish professionally in the next five years?

Since I am already working as a bookkeeper, I would like to deepen my expertise in financial management and possibly take on more complex accounting tasks like budgeting, forecasting, or financial analysis. I would like to pursue a certification of a CPA or CMA. This would give me the technical expertise to take on more senior financial roles in the future.

Is there anything else you’d like us to know about how the scholarship impacted you personally or professionally?

The scholarship has provided much-needed financial relief, allowing me to focus more on my studies and less on the burden of tuition cost. This financial support made a meaningful difference in reducing stress, especially as I juggle work and school. On a personal level, the scholarship was a powerful reminder of the value of hard work, perseverance, and community support. With the scholarship, it gave me a sense of pride and accomplishment knowing that I was one step closer to completing my degree without worrying about financial constraints. Professionally, the scholarship had a direct impact on my ability to pursue further education and certifications, especially as I aim to advance in my current role. ■

CONGRAT ULATIONS

Congratulate Pete, Mary & Willie for their introduction into the CGAEF Hall of Achievement

Live Auction Rules

To ensure that the auction concludes at a reasonable time, the live auction will begin during dinner and continue without intermission until all items have been auctioned. By bidding in the live or silent auctions, each bidder agrees to these auction rules.

Upon entry, each guest will be given a bid card. To bid in the live auction, hold your bid card up high with the number toward the auctioneer. Either the Auctioneer or bid spotter(s) can accept a bid. A bid acknowledged by the live auctioneer is a legal contract to purchase the item. The highest bidder acknowledged by the Auctioneer shall be the buyer who immediately assumes full risk and responsibility for the item.

The Auctioneer reserves the right to add or withdraw, without notice, items to or from the auction, to announce conditions of sale, to open the bidding at a minimum price, to reject any bid that, in their opinion, is not commensurate with the value of the item offered, and to reject any bid which is a minimal fractional advance over the prior bid. In the event of a dispute, the Auctioneer, in consultation with CGAEF staff, shall have the sole and final discretion to determine the successful bidder, to withdraw the offering, or to again offer and resell the item in question.

All purchases are final. There will be no exchanges or refunds on items unless otherwise noted. The purchaser assumes the responsibility to remove purchases from the auction premises. All items are to be sold "as is". CGAEF makes no warranties or representations of any kind with respect to any of the items or services.

Winning bidders may pay for their items at the auction cashiering station, which opens for regular service at the conclusion of the live auction. CGAEF accepts payment by cash, check, or credit card (Visa, MasterCard, and American Express). CGAEF is a 501(c)3 charitable organization and payments are tax deductible as a charitable contribution, only to the extent provided by law. Generally, you may deduct as a charitable contribution the amount paid above the fair market value of the item.

All goods and services must be claimed and used within one year of the auction date, unless otherwise noted.

Trips and vacations require advance reservations, are on a "space available" basis, and must be mutually arranged with the donor, unless otherwise specified. Tickets in travel packages are for coach class, unless otherwise noted. No refunds will be allowed on travel packages for cancelled tickets and/or accommodations.

Upon purchase, the buyer waives any claim for damages against either CGAEF or the donor of the goods or service. Neither CGAEF nor the donor is responsible for any personal injuries or damage to property that may result from utilization of the goods or services. Any damage to the donor's goods or services shall be the responsibility of the buyer.

Every reasonable effort has been made to describe and catalog each item carefully. CGAEF neither warrants nor represents, and in no event shall be responsible for the correctness of descriptions, authenticity, authorship, provenance, or condition of the items. No statements made visually or orally at the auction or elsewhere shall be deemed a warranty for tax purposes or fair market value.

Each person issued a bid number (bidder) assumes all risks and hazards related to the auction and items obtained at the auction. Each bidder agrees to hold harmless from any liability arising there from CGAEF, its elected and appointed officials, members and employees, the auctioneer(s), the auction company and its agents and employees, the event organizers, sponsors, and /or volunteers connected with the auction.

for their introduction into the CGAEF Hall of Achievement

Congratulates the 2025 CGA Educational Foundation Hall of Achievement Honorees

We celebrate the outstanding achievements of…

Congratulations and thank you for all of your contributions to our industry!

Mary & Willie Crocker

For their significant contributions to the grocery industry!

Pete Van Helden

Pete Van Helden

Mary Crocker

Willie Crocker

Pete

Post Consumer Brands Congratulates

Van Helden, Mary Crocker & Willie Crocker

on their induction into the CGAEF Hall of Achievement

P&G congratulates Pete Van Helden, Mary Crocker, and Willie Crocker on their induction into the CGAEF Hall of Achievement.

Hall of Achievement Honorees

from your friends at Certified Federal CREDIT

MARY CROCKER

WILLIE CROCKER

PETE VAN HELDEN

1 0 0 y e a r s o f m o m e n t s .

A c e n t u r y o f s t r e n g t h .

A K l e e n e x ® m o m e n t . . . C o n g r a t u l a t i o n s , P e t e , M a r y , a n d W i l l i e , a n d t h a n k y o u f o r y o u r

o u t s t a n d i n g i n d u s t r y l e a d e r s h i p !

Congrats!

Pete Van Helden, Mary Crocker, and Willie Crocker.

The Taylor Farms team congratulate your induction into the CGAEF Hall of Achievement.

Customized Grocery Workplace Harassment Prevention Training

The California Grocers Association Educational Foundation provides online supervisor and employee training programs for workplace harassment prevention. These easy-to-use training modules are customized for the grocery industry and are fully compliant with California law.

CUSTOMIZED TRAINING FOR GROCERY INDUSTRY

• Real life in-store, office and warehouse scenarios

• Convenient one-hour employee course

• In-depth two-hour supervisor course

AFFORDABLE

• Substantial CGA member discounts

• Quantity pricing

• Flexible LMS hosting opportunities

EASY TO IMPLEMENT

• Tablet/desktop ready

• On-demand training for your employees

• Convenient reporting for compliance tracking & verification

To learn more about these training modules including special CGA-member pricing, contact the CGA Educational Foundation at (916) 448-3545 or foundation@cagrocers.com.

C G A E D U CATI O N A L F O U N D AT I O N

WOU L D LI K E T O THANK TH E F O L L O W IN G

C O M P AN I E S F O R THEI R S U P P ORT O F T H E

C G A E F S C H O LARSHI P END O W ME N T

In 2017, CGA Educational Foundation announced the creation of the CGAEF Scholarship Endowment honoring their 25th anniversary of supporting the grocery industry with financial assistance and educational opportunities

The CGAEF Scholarship Endowment supports student success and opportunity by creating a permanent funding source for college scholarships, offering relief to the rising costs that keep many students from completing their education.

California is a place of opportunity and no industry embodies this promise more than the grocery industry