Expert Details

Expert in Supermarket Retailing, Merchandising, Procurement and Distribution

Expert ID: 731930 California, USA

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Expert was Co-Founder and Co-Owner of a Supermarket, it is a 9 store chain of Supermarkets/Specialty Foods Markets in the San Francisco Bay Area that maintains a focus on healthy, natural, local, specialty and traditional groceries. His areas of expertise are sales (always the top priority), grocery, specialty foods, natural foods, meat, poultry, seafood, deli / food service, food safety, private label, P & L management, procurement, advertising, distribution, supermarket technologies, store management, regulatory etc. As a former hands on operator for almost 30 years, he is well aware of today's challenges facing today's supermarkets.

Generally all aspects of supermarket retailing including, but not limited to:

Generating Sales in all departments, Branding and market positioning, Taking a new product to market from kitchen table to grocery store shelf Setting up a retailer’s private label program for positioning and increased sales and profits, Supermarket distribution and procurement for: grocery, frozen, dairy/deli, produce, service and self serve meat, poultry, seafood, produce, specialty, natural, non foods, floral, bakery, service deli, hot foods, service cheese, beer, wine, and liquor. Supermarket Merchandising for: grocery, frozen, dairy/deli, produce, service and self serve meat, poultry, seafood, produce, specialty, natural, non foods, floral, bakery, service deli, hot foods, service cheese, beer, wine, and liquor. Supermarket cost and retail pricing for: grocery, frozen, dairy/deli, produce, service and self serve meat, poultry, seafood, produce, specialty, natural, non foods, floral, bakery, service deli, hot foods, service cheese, beer, wine, and liquor. Food safety issues in a supermarket, Layout and design. Store location selection

In store Starbucks and Peet’s Coffee shops, Setting up instore sushi, P & L management, Work Comp issues and incentives, Employee hiring, firing, and management, Setting up the instore management team, Creating gross profit opportunities, Setting up and sustaining beneficial vendor relationships, Advertising in circulars, ROP, direct mail, and coupons and redemptions, Generating extra revenue through slotting, placement, leasing out the store for filming, Supermarket social media opportunities, Landscape of supermarket operators strengths and weaknesses and market positioning, Landscape of the wholesale distributors and their strengths and weaknesses, ADA issues both inside and the parking lot of a supermarket, In store demonstration programs, benefits and challenges

Expert has constantly looked at all aspects of the supermarket to drive down costs. It is a key measurable in the retail supermarket. Labor, supplies, or cost of goods are the areas of retail that have the most impact on cost reduction. Labor training work comp training, and scheduling are constant opportunities to improve operations. As a hands on operator, he has first hand knowledge on different successes and failures trying many different tactical retail improvements.

How to get your product into Specialty Food distribution.Bringing a specialty food to retail.Procurement technology for restaurant, commodity, produce, and meat buyers.Supermarket demonstration technologies.Start up regarding shopping apps.Technology of information at shelf and price tag information.Stand alone sandwich and coffee shops start ups.

Expert may consult nationally and internationally, and is also local to the following cities: San Jose, California - San Francisco, California - Sacramento, California - Oakland, California - Stockton, California - Fremont, California - Modesto, California - Salinas, California - Santa Rosa, California - Hayward, California

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Year Degree Subject Institution
Year: 1974 Degree: None Subject: Communications and public speaking Institution: California State University Northridge

Work History

Years Employer Title Department Responsibilities
Years: 1985 to 2013 Employer: Self Employed Title: Owner Department: Supermarkets Responsibilities: Expert did a start up supermarket chain in the San Francisco Bay Area. He built the company from his first store that opened in 1986 until he sold is ownership in December 2013 when he had 9 supermarkets. He did most everything over the 28 years including procurement, advertising, private label, working as a clerk in the grocery, meat, poultry, seafood, dairy, service deli, and stocking the shelves. He is an expert in many different aspects of supermarket retailing. His company won many awards over the years including Specialty Food Retailer of the Year. He will be inducted into the San Francisco Bay Area Supermarket Hall of Fame.

Career Accomplishments

Associations / Societies
Expert was a board member of the California Grocer's Association.
Licenses / Certifications
Expert earned a certificate from University of Southern California in their Food Industry Management program for professionals.
Professional Appointments
He was elected to the board of directors of Unified Grocers, an SEC reporting company, six years in a row.
Awards / Recognition
Expert's company won Specialty Grocer of the Year twice.

Additional Experience

Training / Seminars
Expert has done extensive training in many aspects of the supermarket industry. Customer service, meat, seafood and poultry training, service cheese, food service, hiring and firing, branding etc.
Vendor Selection
Expert's company had over 800 active vendors. He set up and administered many and set parameters for almost all of the vendors. He negotiated vendor contracts, slotting fees, advertising revenue and performance payments. He set up advertising, including ROP, circulars, display ads and direct mail. He was involved in setting all the advertising contracts and vender performance reviews. He also set up vendor yearly business reviews and negotiated rebates and allowances.
Marketing Experience
Expert is skilled in retail merchandising in grocery, frozen, deli, meat, seafood, poultry, liquor and wine. He is a professional in service deli, prepared foods, hot foods, snack foods as they pertain to trends and retail merchandising and display. He is aware of the retail grocery landscape and new technologies that apply to the supermarket industry. He is familiar with supermarket sushi bars, Starbucks, and Peets in a supermarket.
Other Relevant Experience
Expert is proficient in supermarket P & L, driving down costs in all aspects of the retail supermarket, and procurement of supplies. He is an expert in supermarket labor costs and gross profit margin requirements. He was the first to market in the world to have a Starbucks Kiosk in his retail supermarket. He built a successful private label program for his company with three brands. He set up the brands, trademarked the names, did label designs, set up the manufacturers and created over 150 products with fast sell through and above average supermarket margins

Language Skills

Language Proficiency
Spanish He understands and speaks Spanish at a 3rd grade level.

Fields of Expertise

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