Grocery Outlet names CEO

Grocery Outlet Holding Corp. has appointed Jason Potter as the company’s president and CEO, effective Feb. 3.

The retailer said Potter, who will also join the company’s board of directors, has more than 30 years of grocery retail experience and a track record of driving earnings growth and shareholder value. He joins Grocery Outlet from The Fresh Market, where he has been CEO and a board member since March 2020. During his tenure, Potter led the successful transformation of that business, driving an award-winning customer experience and strong earnings growth, according to a news release.

Prior to Fresh Market, Potter spent 26 years with Sobeys Inc., a national grocery retailer in Canada, where he oversaw a store base of more than 1,500 stores under several banners with more than $12 billion in revenues, the release said. During his tenure with Sobeys, he held a variety of operational and leadership roles, including executive vice president of operations, president of Sobeys West, president of Sobeys Atlantic and president of multi-format operations.

“I could not be more excited to join Grocery Outlet,” Potter said. “With a clear mission of saving people money and a unique model that combines national buying power with local independent operators for the ultimate treasure-hunt shopping experience, Grocery Outlet is a differentiated concept with a tremendous growth opportunity. I understand what it takes to lead and scale this business and look forward to working with the team and our local independent operators to reach Grocery Outlet’s full potential.”

Potter will succeed Eric J. Lindberg Jr., who has been interim president and CEO since October 2024 after R.J. Sheedy stepped away from the position and resigned from the company’s board of directors, the release said. Lindberg is also chairman of the board and will continue in that capacity after Potter joins the company. Lindberg will work closely with Potter during a transition period, including meeting independent operators and key suppliers and integrating him into the unique culture of the business, the company said.

“On behalf of the board, we are thrilled to have Jason lead Grocery Outlet’s next chapter of continued growth and success,” Lindberg said. “In addition to his deep experience in growing and scaling successful grocery models, Jason’s vision, values and hands-on leadership style align well with our goals and culture. His passion and drive will prove to be an excellent fit here at Grocery Outlet. I am confident Jason is going to be a fantastic leader with our team and independent operators, and I welcome him warmly to the Grocery Outlet family.”