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EMERYVILLE, Calif. — Grocery Outlet Holding Corp. has tapped former Fresh Market head Jason Potter to be its new president and chief executive officer.
Potter, a veteran of the grocery retail industry with more than three decades of experience, will officially take over on February 3 and will also join the company’s board of directors.
Potter arrives at Grocery Outlet after a transformative tenure as CEO of The Fresh Market, where he steered the specialty grocery retailer toward substantial earnings growth and an enhanced customer experience. Under his leadership, The Fresh Market earned accolades for its focus on fresh, gourmet offerings and prepared meals. Before joining The Fresh Market in 2020, Potter spent 26 years with the Canadian grocer Sobeys Inc., where he held several senior leadership roles, including executive vice president of operations and president of multi-format operations. During his time with Sobeys, Potter oversaw more than 1,500 stores, generating over $12 billion in annual revenues.
Potter expressed enthusiasm about his new role at Grocery Outlet. The company is known for its unique business model, which combines national buying power with the entrepreneurship of local independent operators.
“I could not be more excited to join Grocery Outlet,” said Potter. “With a clear mission of saving people money and a unique model that delivers a treasure hunt shopping experience, Grocery Outlet is a differentiated concept with tremendous growth potential. I look forward to working with the team and our local independent operators to reach the company’s full potential.”
Potter succeeds Eric Lindberg, who has served as interim president and CEO since October 2024. Lindberg, who will remain chairman of the board, will work closely with Potter during a transition period to introduce him to the company’s independent operators, key suppliers, and distinctive corporate culture.
“On behalf of the Board, we are thrilled to have Jason lead Grocery Outlet’s next chapter of growth and success,” said Lindberg. “Jason’s extensive experience in scaling grocery businesses, coupled with his values and leadership style, align perfectly with our goals and culture. His passion and vision make him the ideal leader to take Grocery Outlet to new heights.”
As Grocery Outlet prepares for its next phase of expansion, Potter’s leadership is expected to play a pivotal role in driving operational excellence, the company said.
