Grocery Outlet taps Fresh Market leader as CEO
1/22/2025
Grocery Outlet named Jason Potter as its next CEO.
Grocery Outlet Holding Corp. has tapped a veteran grocer as chief executive as it prepares for its next phase of growth.
The extreme-value grocer has appointed Jason Potter as president and CEO, effective Feb. 3. He will succeed Eric J. Lindberg, Jr., who has served as interim president and CEO of Grocery Outlet since October 2024 following the departure of RJ Sheedy. Lindberg will remain as board chairman.
Potter, who brings more than 30 years of grocery retail experience to his new position, joins Grocery Outlet from specialty grocer The Fresh Market where he has served as CEO and a board member since March 2020. During his tenure, Potter led the successful transformation of the business, driving an award-winning customer experience and strong earnings growth, Grocery Outlet said.
Prior to Fresh Market, Potter spent 26 years with Sobeys Inc., a national grocery retailer in Canada, where he oversaw a base of over 1,500 stores under several banners with more than $12 billion in revenues.
Potter served in a variety of operational and leadership roles while at Sobeys, including executive VP of operations, president of Sobeys West, president of Sobeys Atlantic, and president of Multi-Format Operations. A merchant at heart, Mr. Potter brings a passion and energy to Grocery Outlet as the Company prepares for its next phase of growth.
“On behalf of the board, we are thrilled to have Jason lead Grocery Outlet’s next chapter of continued growth and success,” said Lindberg. “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.”
Potter will also join the Grocery Outlet board.
“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,” said Potter. “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.”
Based in Emeryville, Calif., Grocery Outlet is a high-growth, extreme value retailer of name-brand consumables and fresh products sold primarily through a network of independently operated stores. The company and its subsidiaries have more than 520 stores in California, Washington, Oregon, Pennsylvania, Tennessee, Idaho, Nevada, Maryland, North Carolina, New Jersey, Georgia, Ohio, Alabama, Delaware, Kentucky and Virginia.