Piggly Wiggly Alabama Distributing Co. is investing in technology, operations and personnel to support independent retailers and drive profitability, according to President and CEO Christopher Brown.
The upgrades – including an upgraded buying system, warehouse technology and digital marketing support – are designed to strengthen the cooperative’s 242 stores and attract more independent grocers to the PWADC family.
“We are investing in our business and investing in the growth of our retailer customers,” Brown said.
Under the leadership of Brown and VP, CFO Matt Peters, the company completed a strategic review process that clearly identified its position in the market, but more importantly prioritized the initiatives for the PWADC team to complete to support its retailers.
The company has upgraded its buying platform with additional training to improve service levels and in-stock positions for customers. Tightened buying parameters and safety stock protocols ensure fresher-dated products.
Additional improvements include a complete overhaul of the reclaim program through a new partnership with RMS Inc., a new recall 1-2-3 program for food safety, automated inbound appointment scheduling (in the works) and leveraging a third-party backhaul provider to lower costs and improve service.
PWADC has strengthened its team with several key hires: Tony Chicarelli as VP of sales, Dave Middleton for merchandising support, Tod Seiling as chief merchandising officer, Delma Craft as VP of operations and Chase Welch as manager of digital marketing. Jessica DuVall recently joined the company to support stores with digital platforms through RSA or AppCard.
Board Chair Keith Milligan called it “a year of true progress” for the cooperative, citing important operational changes delivering better financial results, a near-record patronage dividend, stronger efficiencies and lower product costs.
“We welcomed Christopher Brown as our new president, a respected leader in our industry who is already transforming how our warehouse operates and positioning us for long-term success,” Milligan said.
He encouraged members to serve as ambassadors for the cooperative, noting that peer conversations with independent grocers are “more powerful than any sales team could be.”
Board member Naseem Ajlouny praised Brown’s leadership following a national search. “Our cooperative has been serving retailers since 1959, and we are excited to have Christopher as a key part of our cooperative today,” he said. “If the first nine months are any indication of where we are heading, we have a bright future ahead.”
Structured initiatives are producing tangible savings. Dominic Baldone’s efforts to lower milk costs have delivered millions in savings. Jeff Vigil reduced banana costs 65 cents per case in produce, while Kenny Hamilton and team have procured significant savings across meat and deli categories.
“The bottom line is this team is just getting started working as a team in a performance-driven culture to help our retailers improve their competitive positioning and drive their top-line sales and retail profitability,” Brown said.
He identified significant opportunities to improve customer competitiveness and profitability through operational productivity, shrink reduction, cost of goods initiatives and enhanced sales and marketing.
Looking ahead, Brown said the cooperative aims to expand its independent retailer base beyond serving existing customers.
“As we formalize these programs and test them and roll them out, it is designed to attract more indepedents to be a part of our family,” he said. “We anticipate earning their trust, first and foremost. Along with that, we want to earn their business and the opportunity to serve them and their retail stores for years to come.”
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