INFRA, a nationwide purchasing cooperative of independent natural food retailers and a leader in the natural foods industry, has shared two executive leadership promotions, reflecting the organization’s continued growth and deepened focus on serving its members.
Danelle Rydel has been promoted to chief of member operations, while Jen LaValley has been promoted to CFO.
“These leadership advancements reflect both the scale INFRA has reached and the direction we are heading,” said Pat Sheridan, president and CEO of INFRA.
“As our organization grows and becomes more complex, it’s critical that we continue to strengthen how we steward our business while remaining deeply focused on the needs of our members.”
As chief of member operations, Rydel will lead all member-facing operations across the organization, including member growth, programs, events and education, field support and the end-to-end member experience. The role underscores INFRA’s strategic emphasis on supporting independent retailers through trusted relationships, practical resources and real-world retail impact.
“2026 will be a year of intentional focus on our members,” Sheridan added. “Elevating this role ensures we remain hyper-focused on delivering value, connection, and support as the independent natural retail landscape continues to rapidly evolve.”
As CFO, LaValley will oversee INFRA’s financial strategy and stewardship, ensuring the organization remains financially strong, resilient and well-positioned to support its next phases of growth. Her expanded role reflects the increasingly integrated nature of finance, strategy, technology and organizational operations within the cooperative.
“Strong financial leadership is essential to our ability to invest responsibly in the programs, infrastructure, and innovation our members rely on,” Sheridan said. “Jen’s leadership allows us to be steadfast guardians of our members’ assets while supporting long-term sustainability and growth.”
Together, these leadership promotions reflect INFRA’s continued evolution as a national cooperative, strengthening both its operational foundation and its ability to support independent natural food retailers through the next phase of growth.
About INFRA
INFRA is a cooperative of independent natural food and wellness retailers serving hundreds of communities across the United States, the District of Columbia, and Puerto Rico. INFRA offers retailers tools and services such as purchasing power, operational excellence and peer support to thrive in today’s competitive grocery landscape.
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