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Monday, March 23
Blueberry Education Workshops
1:00 - 1:55 PM
Winning with Private Brands: AWG's Strategy for Growth
Cottonwood 2 (Sheraton)
Drive sales and margin with private brands. This session details how and why AWG is evolving its private brands offering. With legacy brands Always Save and Best Choice, as well as new Topco brands including TopCare, Full Circle Market, Crav'n Flavor, and more, learn how to compete in this important segment of the business.
Presented by Emily Detwiler, AWG Brands
[more]
Emily Detwiler is the Vice President of Private Brands for AWG; a department she had led since 2023. Emily leads the Private Brands team responsible for Product Development, Sourcing, Supplier Management, Branding, Marketing and Communication and partners closely with the Field Selling teams to build the $1.6 Billion AWG Brands portfolio of products.
2:00 - 2:25 PM
Maximize Sales & Customer Reach with an Expanded Assortment
Cottonwood 2 (Sheraton)
Broaden consumer choices, generate additional sales, and build loyalty with AWG’s Expanded Variety program. Learn how it can help you drive foot traffic, strengthen consumer loyalty, and differentiate your store by effectively capturing distinct consumer segments.
Presented by Jared Grieve, AWG
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Jared Grieve, MBA, raised in the grocery industry, moved from the vendor-side merchandising into a high-growth career at AWG. Having held numerous roles with escalating responsibility across the organization, he now serves as Senior Category Manager, leveraging his deep institutional knowledge and diverse operational background to drive impactful category growth and vendor partnerships.
2:30 - 2:55 PM
GLP-1 & the Evolving Consumer
Cottonwood 2 (Sheraton)
GLP-1 is changing consumer behavior and purchase patterns. Are you ready? Come learn ways your store must adapt to stay competitive.
Presented by Jennifer Harris, Expert Sales
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Jennifer has a strong understanding of consumer health trends, developed through her extensive experience in OTC research, scientific advances, and pharmaceutical trends. Her roles at Henkel, GSK, and currently Haleon have given her a deep background in anticipating how GLP-1 advancements will affect both consumer health and purchasing needs.
3:00 - 3:25 PM
Driving Meat Sales in Today's Marketplace
Cottonwood 2 (Sheraton)
This session explores strategies to boost meat sales amid high prices and shifting consumer trends, ensuring AWG retailers remain a top destination for meat.
Presented by Heather DeLuca, AWG
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Heather DeLuca, brings two decades of leadership experience in retail meat merchandising and category management. Previously, with Safeway and Smithfield, she established herself as an industry leader. At AWG, Heather leads meat procurement, merchandising, and sales, driving innovative strategies and forward-thinking solutions to help AWG retailers remain competitive.
3:30 - 3:55 PM
Foodservice at Retail: Winning Strategies from AWG Operators Who Get It Right
Cottonwood 2 (Sheraton)
Foodservice at retail is projected to reach $78 billion by 2028—but success looks different for every retailer. Michael Pursell, Executive Director of Foodservice, Deli & Bakery at AWG, moderates a panel of AWG Members sharing proven strategies, operating models, and lessons learned to help AWG Member Retailers grow foodservice successfully and profitably.
Presented by Michael Pursell, AWG
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With over two decades of experience spanning grocery retail, foodservice, hospitality, and entertainment, he leads strategies focused on scalable growth, operational excellence, and profitable foodservice, deli, & bakery solutions for AWG member retailers.
4:00 - 4:50 PM
Learn about trends & capturing incremental sales with Hispanic shoppers
Cottonwood 2 (Sheraton)
Join our panel discussion with AWG and our partners at General Mills, V&V Supremo Foods and Vilore Foods on trends, insights and innovation on how to serve the growing hispanic consumer in store.
Presented by Alatiel Barragan, AWG Panelists: Jorge Robles, General Mills, Clyde Carter, V&V Supremo Foods, Lilia Escobedo-Dziak, Vilore Foods
[more]
General Mills
Name: Jorge Robles
Title: Manager, Hispanic Strategy
Bio: At General Mills, Jorge Robles has established himself as a versatile marketing strategist, driving growth for some of the world’s most iconic food brands. In his current role as Manager of Hispanic Strategy, he leads initiatives to connect billion-dollar brands—such as Cheerios, Pillsbury, and Totino’s—with the U.S. Hispanic audience.
V&V Supremo Foods
Name: Clyde Carter
Title: VP of Sales
Bio:
Vilore Foods
Name: Lilia Escobedo-Dziak
Title: National Account Manager
Bio: Lilia Escobedo-Dziak is Regional Manager at Vilore Foods with 30 years of experience in the Midwest. She leads strategic customer relationships and focuses on growth, innovation, and partnerships to expand top brands like Jumex and La Costeña within and beyond the Hispanic market.
AWG: Moderator: Alatiel Barragan - Executive Director: Pricing, Assortment, Hispanic and APG - BIO: Alatiel has been with AWG 2.5 years as the Director of Category Analytics and Pricing. Alatiel brings over 25 years of retail experience in Pricing, Merchandising, Operations and Analytics and has spent his career working for AWG, Family Dollar/Dollar Tree, Save-A-Lot, and Target.
AWG Members joining the panel discussion - Members TBD
Name: Jorge Robles
Title: Manager, Hispanic Strategy
Bio: At General Mills, Jorge Robles has established himself as a versatile marketing strategist, driving growth for some of the world’s most iconic food brands. In his current role as Manager of Hispanic Strategy, he leads initiatives to connect billion-dollar brands—such as Cheerios, Pillsbury, and Totino’s—with the U.S. Hispanic audience.
V&V Supremo Foods
Name: Clyde Carter
Title: VP of Sales
Bio:
Vilore Foods
Name: Lilia Escobedo-Dziak
Title: National Account Manager
Bio: Lilia Escobedo-Dziak is Regional Manager at Vilore Foods with 30 years of experience in the Midwest. She leads strategic customer relationships and focuses on growth, innovation, and partnerships to expand top brands like Jumex and La Costeña within and beyond the Hispanic market.
AWG: Moderator: Alatiel Barragan - Executive Director: Pricing, Assortment, Hispanic and APG - BIO: Alatiel has been with AWG 2.5 years as the Director of Category Analytics and Pricing. Alatiel brings over 25 years of retail experience in Pricing, Merchandising, Operations and Analytics and has spent his career working for AWG, Family Dollar/Dollar Tree, Save-A-Lot, and Target.
AWG Members joining the panel discussion - Members TBD
Strawberry Education Workshops
1:00 - 1:55 PM
Modernizing Grocery: How Independent Grocers Are Driving Growth with Instacart, Online and In Store
Cottonwood 3 (Sheraton)
As consumer behavior evolves, independent grocers are turning to Instacart’s e‑commerce solutions, Marketplace, Storefront Pro, Carrot Ads, and Caper Carts to stay competitive and drive growth. This session features retailers discussing real results, lessons learned, and strategies that elevate customer experiences. Walk away with practical guidance and peer insights to strengthen your omnichannel approach..
Presented by Instacart
2:00 - 2:25 PM
What's NEW with AWG Strategic Pricing
Cottonwood 3 (Sheraton)
Introducing the new AWG Strategic Pricing program that utilizes competitor data and rules-based pricing to drive shopper price perception while protecting member financials. New: Includes results and insights from participating stores in 2025.
Presented by Alatiel Barragan, Chris Marks, Hannah Meyer, AWG
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Alatiel has been with AWG 2.5 years as the Director of Category Analytics and Pricing. Alatiel brings over 25 years of retail experience in Pricing, Merchandising, Operations and Analytics and has spent his career working for AWG, Family Dollar/Dollar Tree, Save-A-Lot, and Target. Please join me in discussing Pricing Strategy and how AWG can help support your stores.
Hannah is a Strategic Pricing Analyst with 8 years at AWG, spanning HGS Pricing, Promo Support, Specialty Foods, and Customer Service. She combines deep systems expertise with a retail merchandising background to balance corporate financial goals with the practical realities of the retail floor, ensuring we meet the diverse needs of every retailer.
Chris Marks, Senior Manager of the Strategic Pricing Department, has been with AWG for over 20 years. Throughout his two decades at AWG, Chris has contributed across various departments, including Pricing, Business Analytics, Category Sales, Merchandising, Retail Business Solutions, and Member Services.
Hannah is a Strategic Pricing Analyst with 8 years at AWG, spanning HGS Pricing, Promo Support, Specialty Foods, and Customer Service. She combines deep systems expertise with a retail merchandising background to balance corporate financial goals with the practical realities of the retail floor, ensuring we meet the diverse needs of every retailer.
Chris Marks, Senior Manager of the Strategic Pricing Department, has been with AWG for over 20 years. Throughout his two decades at AWG, Chris has contributed across various departments, including Pricing, Business Analytics, Category Sales, Merchandising, Retail Business Solutions, and Member Services.
2:30 - 2:55 PM
Real Estate Market Research Product Offerings
Cottonwood 3 (Sheraton)
This presentation will show retailers how AWG's Real Estate Department can assist them in maximizing sales.
Presented by Glen Masoner, AWG
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Glen has 40 years of experience in store location research. He will be presenting the tried and true, as well as the newest techniques in assessing new store locations, banner conversions, relocations, assessents of potential, as well as store customer location data and network strategy.
3:00 - 3:55 PM
Financial Trends and Insights for Independent Grocers
Cottonwood 3 (Sheraton)
Understanding where the industry is headed begins with a clear view of where it has been. In this forward-looking session, Jon Cline will examine key financial, operational, and macroeconomic trends that shaped independent grocery performance throughout 2025 and into early 2026. Drawing on FMS benchmarking data and industry-wide indicators, Cline will highlight emerging patterns, shifts in consumer behavior, cost pressures, and competitive dynamics that will influence the year ahead.
Presented by Jon Cline, FMS Solutions
[more]
Jon Cline started his working career in high school, working for Safeway as a checker/stocker and then 7-
11 as an assistant manager while attending the University of Oklahoma.
Following graduation (BBA in Accounting from OU), Jon worked as an auditor for Arthur Andersen & Co.
He joined one of his clients, Scrivner, Inc. ($4B grocery wholesaler), and began a professional career in
the grocery industry. He worked for Fleming, Tree of Life / Gourmet Award, Bradford Soap, Supervalu,
and FMS.
His many professional roles have included accounting, finance, merchandising, operations, sales,
corporate management in wholesale, retail, and CPG environments, and now FMS’s Client Relationship
Officer.
11 as an assistant manager while attending the University of Oklahoma.
Following graduation (BBA in Accounting from OU), Jon worked as an auditor for Arthur Andersen & Co.
He joined one of his clients, Scrivner, Inc. ($4B grocery wholesaler), and began a professional career in
the grocery industry. He worked for Fleming, Tree of Life / Gourmet Award, Bradford Soap, Supervalu,
and FMS.
His many professional roles have included accounting, finance, merchandising, operations, sales,
corporate management in wholesale, retail, and CPG environments, and now FMS’s Client Relationship
Officer.
4:00 - 4:55 PM
AIM Act Education Workshop
Cottonwood 3 (Sheraton)
This session will provide an overview of the AIM Act and the impact it will have on retailers. We will cover the phasedown schedule, Technology Transition Rule, and emissions reduction along with a dive into recordkeeping and reporting requirements. A Manufacturer's Panel will offer a detailed comparison of refrigeration solutions, focusing on pros/cons, costs, and specific use cases. The workshop concludes with a program overview of the AWG/Topco Refrigerant Program.
Presented by Dustin Schewe, AWG, Nick Hawkins, AWG, Jim McKay, AWG, Tim Anderson, Hussmann Corporation, Scott Martin, Hill Phoenix, Kali Kinziger, Zero Zone, Melinda Herrera, Hudson Technologies
[more]
AWG Store Planning, a specialized division of AWG, brings decades of industry-specific expertise to independent retailers. Together, they provide retailers with innovative layouts and data-driven design and equipment solutions. Through strong manufacturer partnerships, AWG assists retailers with technical guidance on systems and regulations, streamlining operations and maximizing profitability from concept to completion.
Tim Anderson is currently Director of Regulatory Strategy for Hussmann Corporation. In his 20 years with the company, he has experience designing, developing, and testing refrigerated display cases operating with both synthetic and natural refrigerants. Tim is currently responsible for distilling and communicating governmental regulatory actions that affect Hussmann's food retailing partners and serving as a technical representative to end users of Hussmann-made equipment. Tim is an active member of several commercial refrigeration committees within AHRI, ASHRAE, UL, IEC, and ISO and serves as a member of the Board of Directors of the Alliance for Responsible Atmospheric Policy.
Scott Martin currently serves as the Senior Director of Industry Relations and Compliance as Fellow for Hillphoenix located in Conyers, Georgia. A third generation Refrigeration Engineer, Scott received his Bachelor of Science in Mechanical Engineering from Southern Polytechnic State University in 1985. Scott has held a wide variety of industry roles including Product Manager, Director of Engineering and Sustainable Technologies, Business Development, and most recently Director of R&D. Today, Scott's focus reflects a strong Hill Phoenix commitment to providing product and technology answers that help retailers supply higher quality food products while advancing efforts toward environmental stewardship.
Kali is the Product Manager for the Case Division at Zero Zone and does the Team meetings at Zero Zone for Product and Regulation updates.
Tim Anderson is currently Director of Regulatory Strategy for Hussmann Corporation. In his 20 years with the company, he has experience designing, developing, and testing refrigerated display cases operating with both synthetic and natural refrigerants. Tim is currently responsible for distilling and communicating governmental regulatory actions that affect Hussmann's food retailing partners and serving as a technical representative to end users of Hussmann-made equipment. Tim is an active member of several commercial refrigeration committees within AHRI, ASHRAE, UL, IEC, and ISO and serves as a member of the Board of Directors of the Alliance for Responsible Atmospheric Policy.
Scott Martin currently serves as the Senior Director of Industry Relations and Compliance as Fellow for Hillphoenix located in Conyers, Georgia. A third generation Refrigeration Engineer, Scott received his Bachelor of Science in Mechanical Engineering from Southern Polytechnic State University in 1985. Scott has held a wide variety of industry roles including Product Manager, Director of Engineering and Sustainable Technologies, Business Development, and most recently Director of R&D. Today, Scott's focus reflects a strong Hill Phoenix commitment to providing product and technology answers that help retailers supply higher quality food products while advancing efforts toward environmental stewardship.
Kali is the Product Manager for the Case Division at Zero Zone and does the Team meetings at Zero Zone for Product and Regulation updates.