Retailer Owned Food Distributors & Associates (ROFDA) has named Mark Deuschle its next president and CEO.
Deuschle succeeds Jeff Pedersen, who announced in January his plans to step down after the organization’s spring conference to join Alliance Retail Group, where he has been appointed chief customer officer.
With more than 30 years of experience in the CPG industry, Deuschle brings knowledge and proven expertise to ROFDA. His background spans wholesale distribution, product manufacturing and software innovation, with leadership roles at companies such as Gibson Greetings, Paramount Cards Holding Company, Gartner Studios, Park City Group and Navajo Inc.
“We are thrilled to welcome Mark as the new president and CEO of ROFDA,” said Mike Violette, chairman of the ROFDA board of directors and president and CEO of Associated Grocers New England.
“Mark’s strategic mindset, strong industry relationships and deep understanding of the retail supply chain make him an ideal fit to lead ROFDA into its next chapter. We are confident he will continue to strengthen ROFDA’s mission of collaboration, innovation and service to our members.”
Throughout his career, Deuschle has served in a range of executive roles, including founder, president, SVP and executive chairman. He has been an advocate for retail innovation, operational excellence and the power of shared data in driving growth.
Most recently, he has been leading an advisory services business while also serving as executive chairman for Racher Press, a B2B publisher in the food, drug, mass and specialty retail sectors.
Deuschle has served on numerous boards and councils, including the FMI-GM Council, the EXCEL Share Group and as a member of the retail advisory board for the National Association of Chain Drug Stores (NACDS). He also has been previously engaged with ROFDA across several years.
“I am honored to join ROFDA and lead an organization with such a rich history of supporting the independent retailer,” Deuschle said. “I look forward to working alongside our members and partners to build on ROFDA’s strong foundation and drive new opportunities for collaboration, growth and impact across the industry.”
[RELATED: ROFDA President, CEO Pedersen Stepping Down]
Under the guidance of Pedersen, who was appointed to the position in February 2022, ROFDA has enhanced member engagement, advanced critical initiatives and strengthened its position as a key voice for independent retailers and wholesalers.
Pedersen came to ROFDA after a career of nearly 25 years with Associated Wholesale Grocers in Kansas City, Kansas, where he served as the EVP, chief sales and support officer. Prior to that, he held numerous grocery store retail positions throughout the Midwest, starting his industry journey as a courtesy clerk and working his way up to management.
At the time of Pedersen’s announcement, Violette expressed the organization’s gratitude to him for his service.
“Jeff’s leadership has been instrumental in advancing ROFDA’s goals and delivering exceptional value to our members and partners,” he said. “While we are sad to see him go, we celebrate his accomplishments and wish him the very best in his next chapter.”
About ROFDA
ROFDA is a cooperative organization of wholesale food distributors and their industry partners, united by the shared mission to strengthen and support the independent retail food channel.
Representing eight wholesalers, 7,000 grocery stores and nearly $35 billion in retail sales, the organization provides a platform for collaboration, innovation and advocacy to help its members remain competitive and thrive in a constantly evolving marketplace.
[RELATED: ROFDA Maintains Relevance By Adapting To Trends, Technologies, Challenges]