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Monday, March 24
Educational Workshops - RBS
1:00 - 1:25 PM
Pricing Best Practices
Cottonwood 2 (Sheraton) - Blueberry Education Workshops
Join us for an overview of key pillars to consider in your go to market retail pricing strategy and how AWG is preparing to support you.
Learn about:
- The importance of understanding Category Roles in Merchandising
- Considerations for Item Priority Known Value items (KVIs vs non-KVIs)
- Price Architecture, item relationships and parity pricing
- Competitive index benchmarking
- Communicating Value to the customer
- Key Performance Indicators
Learn about:
- The importance of understanding Category Roles in Merchandising
- Considerations for Item Priority Known Value items (KVIs vs non-KVIs)
- Price Architecture, item relationships and parity pricing
- Competitive index benchmarking
- Communicating Value to the customer
- Key Performance Indicators
Presented by Alatiel Barragan & Chris Marks
[more]
Alatiel Barragan;
Alatiel has been with AWG almost two 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.
Chris Marks;
Chris is the Senior Manager of the Strategic Pricing department. Chris is entering his 20th year with the company, and 28th year in the grocery industry. He has worked in the following departments throughout his career at AWG: Pricing, Business Analytics, Category Sales, Merchandising, Retail Business Solutions, and Member Services.
Alatiel has been with AWG almost two 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.
Chris Marks;
Chris is the Senior Manager of the Strategic Pricing department. Chris is entering his 20th year with the company, and 28th year in the grocery industry. He has worked in the following departments throughout his career at AWG: Pricing, Business Analytics, Category Sales, Merchandising, Retail Business Solutions, and Member Services.
2:00 - 2:30 PM
Pricing Best Practices
Cottonwood 3 (Sheraton) - Strawberry Education Workshops
Join us for an overview of key pillars to consider in your go to market retail pricing strategy and how AWG is preparing to support you.
Learn about:
- The importance of understanding Category Roles in Merchandising
- Considerations for Item Priority Known Value items (KVIs vs non-KVIs)
- Price Architecture, item relationships and parity pricing
- Competitive index benchmarking
- Communicating Value to the customer
- Key Performance Indicators
Learn about:
- The importance of understanding Category Roles in Merchandising
- Considerations for Item Priority Known Value items (KVIs vs non-KVIs)
- Price Architecture, item relationships and parity pricing
- Competitive index benchmarking
- Communicating Value to the customer
- Key Performance Indicators
Presented by Alatiel Barragan & Chris Marks
[more]
Alatiel Barragan;
Alatiel has been with AWG almost two 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.
Chris Marks;
Chris is the Senior Manager of the Strategic Pricing department. Chris is entering his 20th year with the company, and 28th year in the grocery industry. He has worked in the following departments throughout his career at AWG: Pricing, Business Analytics, Category Sales, Merchandising, Retail Business Solutions, and Member Services.
Alatiel has been with AWG almost two 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.
Chris Marks;
Chris is the Senior Manager of the Strategic Pricing department. Chris is entering his 20th year with the company, and 28th year in the grocery industry. He has worked in the following departments throughout his career at AWG: Pricing, Business Analytics, Category Sales, Merchandising, Retail Business Solutions, and Member Services.
4:00 - 5:00 PM
AI-Powered Grocery Shopping: The Future is Here, Are You Ready?
Cottonwood 3 (Sheraton) - Strawberry Education Workshops
Artificial Intelligence is on the cusp of reshaping the grocery industry, transforming how consumers shop and how grocers and CPG brands engage, retain, and grow their customer base. From personalized meal planning to budget-conscious, time-saving shopping, AI is enhancing the entire journey—boosting basket sizes, driving smarter purchasing decisions, and creating seamless digital experiences. In this session, we’ll explore how forward-thinking grocers and brands can harness AI to anticipate customer needs, optimize promotions, and strengthen loyalty. Join AWG’s CIO Shelly Moore, Breez AI’s CEO Tal Zlotnitsky, and Kraft as we dive into the innovations shaping the future of grocery shopping.
Presented by AWG’s CIO Shelly Moore, Breez AI’s CEO Tal Zlotnitsky, and Kraft
Educational Workshops - Fresh
1:30 - 2:00 PM
Selling Produce!
Cottonwood 2 (Sheraton) - Blueberry Education Workshops
As produce continues to drive consumer shopping choices building for the future is key to success as we look to capitalize on market growth. Learn about our work to create a selling culture for success, buying better, managing a pricing strategy, and merchandising for growth in both produce and floral.
Presented by Dan Triplett
[more]
Dan joined AWG as VP of Produce in spring of 2024 coming from UNFI as VP of Merchandising for Cub Foods. With 30 years of experience in produce and floral in regional independant retail, large chain environments and mass formats, along with wholesales distribution roles in all areas including sales, merchandising, and procurement.
2:00 - 2:15 PM
The Evolving Meat Case, Merchandising for Sales Growth
Cottonwood 2 (Sheraton) - Blueberry Education Workshops
As the shopper continues to evolve, we must shift our strategies to ensure growth. In this session we will discuss recent trends across the meat case, category performance, shopper dynamics and strategies to ensure your store is attracting the changing meat consumer.
Presented by Heather DeLuca
[more]
Heather has 20 years of experience across retail meat merchandising and category management. She spent 10 years with Safeway and as meat director managed negotiations, assortment and pricing. At Smithfield Foods, Heather led the fresh meat category insights team. In her current role at AWG, Heather manages meat merchandising, sales and strategy and is passionate about helping retailers enhance their approach to drive strategic growth.
2:15 - 2:30 PM
Foodservice, Deli, & Bakery Trends & Innovative Approaches to Win in 2025
Cottonwood 2 (Sheraton) - Blueberry Education Workshops
This presentation explores the latest trends and forward-thinking strategies shaping the Retail Foodservice, Deli, and Bakery categories as we move into 2025. Designed to inspire growth and innovation, the session will highlight consumer-driven insights, emerging opportunities, and member best practices for staying competitive in an evolving market. Attendees will gain actionable insights and strategies to drive sales, improve margins, and capitalize on category trends to position their businesses for success in 2025.
Presented by Michael Pursell
[more]
Dynamic and accomplished leader with expertise in foodservice, retail, and now grocery, Michael is a chef by trade who has successfully led food and beverage operations, Culinary R&D, and Marketing for top organizations, including AMC Theatres, Wawa, ARAMARK, Brinker International, and The Cheesecake Factory. Renowned for driving innovation, operational excellence, and strategic partnerships, he consistently achieves revenue growth and has delivered industry-leading results across Fortune 500 companies.
Educational Workshops - FSQA
2:30 - 2:55 PM
FSMA 204 Compliance Options
Cottonwood 2 (Sheraton) - Blueberry Education Workshops
FSMA 204 requires all trading partners to record critical tracking events and share key data elements (KDEs) downstream. In this session, you’ll learn more about:
• FDA’s Food Traceability Rule (FSMA 204) which takes effect January 20, 2026
• AWG’s efforts to meet compliance requirements
• How you can receive required Key Data Elements (KDEs)
Join us for this work session to learn about flexible options for receiving shipping data from AWG through the iFoodDS platform.
• FDA’s Food Traceability Rule (FSMA 204) which takes effect January 20, 2026
• AWG’s efforts to meet compliance requirements
• How you can receive required Key Data Elements (KDEs)
Join us for this work session to learn about flexible options for receiving shipping data from AWG through the iFoodDS platform.
Presented by Karen Long
[more]
Karen joined iFoodDS in 2020. With an extensive background in SaaS sales and implementation, Karen has spent most of her career partnering with businesses to formulate strategies that support their digital transformation. At iFoodDS, she currently focuses on enterprise customers looking for digital solutions that support their quality, traceability, and food safety initiatives.
3:30 - 3:55 PM
FSMA 204 Compliance Options
Cottonwood 3 (Sheraton) - Strawberry Education Workshops
FSMA 204 requires all trading partners to record critical tracking events and share key data elements (KDEs) downstream. In this session, you’ll learn more about:
• FDA’s Food Traceability Rule (FSMA 204) which takes effect January 20, 2026
• AWG’s efforts to meet compliance requirements
• How you can receive required Key Data Elements (KDEs)
Join us for this work session to learn about flexible options for receiving shipping data from AWG through the iFoodDS platform.
• FDA’s Food Traceability Rule (FSMA 204) which takes effect January 20, 2026
• AWG’s efforts to meet compliance requirements
• How you can receive required Key Data Elements (KDEs)
Join us for this work session to learn about flexible options for receiving shipping data from AWG through the iFoodDS platform.
Presented by Karen Long
[more]
Karen joined iFoodDS in 2020. With an extensive background in SaaS sales and implementation, Karen has spent most of her career partnering with businesses to formulate strategies that support their digital transformation. At iFoodDS, she currently focuses on enterprise customers looking for digital solutions that support their quality, traceability, and food safety initiatives.
Educational Workshops - Sales & Solutions
2:30 - 2:55 PM
Retail Marketing Network Panel: Leveraging Retail Media for Growth
Cottonwood 3 (Sheraton) - Strawberry Education Workshops
Join us for an insightful discussion on the evolving Retail Media landscape and how AWG’s Retail Marketing Network is driving value for AWG members and CPG partners.
Presented by Matt Amendola, Candy Sitting, Carissa Teschner
[more]
This panel will feature a team of industry experts specializing in Retail Media, Category Management, and CPG collaboration.
4:00 - 4:25 PM
Retail Marketing Network Panel: Leveraging Retail Media for Growth
Cottonwood 2 (Sheraton) - Blueberry Education Workshops
Join us for an insightful discussion on the evolving Retail Media landscape and how AWG’s Retail Marketing Network is driving value for AWG members and CPG partners.
Presented by Matt Amendola, Candy Sitting, Carissa Teschner
[more]
This panel will feature a team of industry experts specializing in Retail Media, Category Management, and CPG collaboration.
Educational Workshops - Center Store
3:00 - 3:55 PM
How to Use the Pet Category to Drive Member Sales: Powered by Purina
Cottonwood 2 (Sheraton) - Blueberry Education Workshops
Pet Shoppers spend 14% more per trip in total outlets and 16% more per trip in grocery. In total, Pet shoppers spend over $100 more per year than non-pet shoppers. The Pet Category is Large (#11 in AOC) and the #1 trip driver for retailers. Learn how you can leverage the Emotional Connection of the Pet Category to drive loyalty and trips to your stores. The Pet Category is underdeveloped at AWG. Learn the steps you can take to close the gap.
The Pet Category is the #1 Influencer on E-Commerce Retailer choice. As part of this session, you will get a preview of upcoming Retail Marketing programs and how you can activate within your stores. Nestle Purina has seen increases in sales of between 2% and 7% for retail marketing programs.
The Pet Category is the #1 Influencer on E-Commerce Retailer choice. As part of this session, you will get a preview of upcoming Retail Marketing programs and how you can activate within your stores. Nestle Purina has seen increases in sales of between 2% and 7% for retail marketing programs.
Presented by Colleen Johnson, Lori Sheahan, Brandon Due, Dave Walgamott
[more]
Colleen Johnson: Senior Account Manager
Meet Colleen Johnson, she has been with Nestle for 11 years working in both Sales and Supply Chain on Target, Kroger, Walmart, HEB and is now supporting the AWG Team and business! She is extremely passionate about family, the growing pet industry and Boston sports! She prides herself on building authentic relationships and ability to drive change!
Lori Sheahan: Key Account Manager, Corporate
Lori Sheahan is the Purina AWG Corporate Account Manager. Lori has a passion for Pets and the impact they can have on AWG’s business.
Lori started her career at Ernst and Young, and has held various positions at Nestle Purina – International Accountant, ORM, Customer Marketing, Consumer Insights, and Account Manager
Brandon Due: Key Account Manager, Indirects
Meet Brandon Due, he has been in the pet business for over 20 years working as an Account Manager to Regional Manager to National Account Manager. Brandon’s #1 goal is partnering with customers to build personal trust and to become a trusted business advisor.
Dave Walgamott: Key Account Manager, Indirects
Meet Dave Walgamott, a dedicated partner focused on driving growth across the store. With a passion for Purina brands and the bond between people and pets, Dave excels in increasing basket size and fostering loyalty. With integrity and a collaborative approach, Dave drives business growth through strong relationships.
Meet Colleen Johnson, she has been with Nestle for 11 years working in both Sales and Supply Chain on Target, Kroger, Walmart, HEB and is now supporting the AWG Team and business! She is extremely passionate about family, the growing pet industry and Boston sports! She prides herself on building authentic relationships and ability to drive change!
Lori Sheahan: Key Account Manager, Corporate
Lori Sheahan is the Purina AWG Corporate Account Manager. Lori has a passion for Pets and the impact they can have on AWG’s business.
Lori started her career at Ernst and Young, and has held various positions at Nestle Purina – International Accountant, ORM, Customer Marketing, Consumer Insights, and Account Manager
Brandon Due: Key Account Manager, Indirects
Meet Brandon Due, he has been in the pet business for over 20 years working as an Account Manager to Regional Manager to National Account Manager. Brandon’s #1 goal is partnering with customers to build personal trust and to become a trusted business advisor.
Dave Walgamott: Key Account Manager, Indirects
Meet Dave Walgamott, a dedicated partner focused on driving growth across the store. With a passion for Purina brands and the bond between people and pets, Dave excels in increasing basket size and fostering loyalty. With integrity and a collaborative approach, Dave drives business growth through strong relationships.
Educational Workshops - HGS
3:00 - 3:25 PM
GLP-1 and Evolving Consumer Trends
Cottonwood 3 (Sheraton) - Strawberry Education Workshops
Learn about the GLP-1 trend and the impact on consumer preferences regarding overall health, vitamin intake, nutrition, hydration and lifestyle.
Presented by Stratton Sigler
[more]
Stratton joined AWG in early 2025 after decades of success across center store, health/beauty, and eCommerce. He previously held sales leadership roles at Philip Morris, Russell Stover, Unilever, and SimpleTire. With deep expertise in retail, grocery, and wholesale, he now leads merchandising for the HBW and GM categories at AWG.
4:30 - 5:00 PM
The Hispanic American Consumer
Cottonwood 2 (Sheraton) - Blueberry Education Workshops
Overview of who the Hispanic consumer is, current trends, stats and what solutions AWG offers to support Members in serving the Latin community.
Presented by Crystal Gonzales
[more]
Crystal Gonzales has spent her career serving independent retailers starting with Frito Lay as a District Sales Manager. She then moved to wholesale, spending 13 years at C&S Grocers Supply with roles in Buying, Category Management and Director of Center Store Merchandising. In her current role, Crystal leads the International (Hispanic & Asian) & Specialty Food categories at AWG.