ECRM Q&A: Kroger Group VP of Fresh Merchandising Dan De La Rosa 6/2/2021
In this intervew, I speak with Dan De La Rosa, Kroger's Group Vice President of Fresh Merchandising, about a new partnership program inviting American growers and producers to apply for the opportunity to work with the retailer. The program, called Go Fresh & Local Supplier Accelerator and sponsored by Gourmet Foods International, will enable the chain to discover new suppliers to support the continued expansion of its fresh departments – including produce, deli, bakery, meat, seafood, dairy, specialty cheeses, and floral – and its commitment to being "Fresh for Everyone."
Through June 6, suppliers can apply to join The Go Fresh & Local Supplier Accelerator, which will be held in Cincinnati in August. Initial applications are submitted via RangeMe. Kroger's category management and fresh director team will review applications in multiple rounds, first on RangeMe and then in two subsequent rounds of face-to-face virtual meetings on ECRM Connect. Fifteen finalists (one finalist per region per category) will be selected to attend the event, during which they will present to a panel of judges during a pitch session, with one overall winner selected from each region.