Megan Diamond, Academy Sports + Outdoors
Peyten Ballard, Simmons Pet Food
Brian Cusack, Staples Inc.
Maddison Gierschick, Staples Inc.
Bryan Specht, TrueChoicePak
The rising stars across private label are shining brighter, reflective of an industry that is in the midst of robust growth and needing younger talent to develop new methods of doing business at a time when growth opportunities are robust.
The Fifth Annual Store Brands Rising Stars honors this crop of new talent that is driving sales from the retail and supplier sides of the business. Private label product sales over the past year continued to grow and the efforts of retailers through the first half of 2024 show an ongoing appetite for products that are unique and also offer shoppers a strong value.
This year’s list of Rising Stars provides insight into how a new crop of talented individuals under the age of 40 are pushing the industry forward and continuing to innovate.
2024 RISING STARS: Store Brands’ annual list honors the future leaders of private label who are already having a significant impact on the industry.
MEGAN DIAMOND
Academy Sports
+ Outdoors
Megan Diamond, brand manager at Academy Sports + Outdoors, has emerged as one of the brightest young leaders at the sporting goods retailer. She has played a key role in strategy, positioning, marketing planning, and campaign execution spearheading brand positioning for private brands including Magellan Outdoors, Freely, R.O.W., Redfield, Outdoor Gourmet, H2OX, and Brazos.
Among her many accomplishments, Megan has been instrumental in the growth of two key brands: Magellan Outdoors and Freely. Despite Magellan Outdoors being a 25-year-old brand, Diamond has revitalized it through innovative collaborations with iconic brands like Whataburger and Shiner. In 2023, she facilitated the launch of the Magellan Outdoors Pro Jacob Wheeler Collection, showcasing her resourcefulness in creating new processes for securing marketing samples.
“I’ve been lucky in my career to have leaders who trusted in me and gave me opportunities to implement new and different ideas,” said the 2024 Store Brands Rising Star honoree. “I’ve been encouraged to ask questions and push the limits of what might traditionally be expected from private brands – whether that was working on co-branded collaborations for Academy’s Magellan Outdoors brand or getting the opportunity to showcase our private brands at our media and influencer events."
Since the launch of Freely in 2021, Diamond has driven its rapid growth, making it one of Academy’s fastest-growing private label brands. She successfully led the brand’s initial campaign and subsequent seasonal launches, implementing influencer strategies that boosted credibility and awareness. Her guidance has been pivotal in expanding the product line to include Freely girls, swim, outerwear, and accessories.
Diamond said the most enjoyable part of her role is the opportunity to collaborate with diverse teams across the company. "My team and I have a unique opportunity to impact our private brands and how they show up for our customers at nearly every touchpoint of their journey," she said.
She also said being named a Store Brands Rising Star is a significant accolade. "I am honored to have been selected,” she said. "This honor is a testament to the work of the entire private brand team and marketing team at Academy. It has motivated me to keep striving and innovating to show our customers how much our brands have to offer."
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By Greg Sleter
Pauline Stutsman, Simmons Pet Food
Dan Tufano, Camerican
Kasturi Chitre, Consumer Science
Tarick Gamay, DreamPak
Colleen Purcell, Purcell International
Carissa Castonzo, Walgreens Boots Alliance
Julia Bello, Whole Foods Market
Carla Conrad, Whole Foods Market
Alesandra Ponce, Whole Foods Market
Alex Veyg, ReserveSnacks
Eric Spurrell, Select Food Products
Angela LePore, Simmons Pet Food
Aaron Lopez, Staples Inc.
MEET THE 2024 RISING STARS
Rising Stars Age 30 and Under
Peyten Ballard, a food technologist at Simmons Pet Food, has excelled in maintaining strong relationships with private brand customers and executing product development projects with excellence. Her natural leadership qualities and ability to inspire others have positioned her as a future leader in the private brands sector.
Ballard said a key factor to her success has been her unwavering motivation to continuously grow and learn.
"I have never been one to just 'do my job.' I always enjoy digging into new situations and challenges, asking 'why,' and learning the ins and outs of the entire business,” she said. “I have been able to apply this knowledge to process and leverage data to create new business insights and aid in data-driven decisions.
Ballard has made significant contributions to various projects within Simmons Pet Food, including the development of a new line of canned dog food, which is expected to drive incremental business for key private brand customers. She has also led efforts to align private brand cat food products more closely with national brands, improving brand consistency and customer satisfaction.
Her strategic approach and business development skills have been instrumental in securing new business, particularly with key partners including a large national warehouse chain. She played a pivotal role in expanding Simmons' private brand presence and market share. Additionally, her expertise in data analytics, demonstrated through her proficiency in Tableau and her Master's Capstone project, highlights her ability to inform decision-making and drive business outcomes.
"Each day holds something different, a new product to develop, new research studies and results, new problems to solve, new data to leverage, and new ideas to act upon," she said. “I enjoy rising to the challenge and growing every day to better serve the needs of our customers in the store brand space.”
Ballard also said being named a Store Brands Rising Star is a significant honor for her. "I am extremely honored,” she said. "As I reflect on my journey into the store brand space, I wouldn't be where I am without the support and encouragement of Simmons Pet Food or the amazing people who make up our Research and Development team."
PEYTEN BALLARD
Simmons Pet Food
Brian Cusack’s career trajectory at Staples is a testament to a combination of impactful opportunities and continuous learning. Reflecting on his journey, two primary factors stand out: the chance to lead significant initiatives early on and a strong investment in professional training.
One of the cornerstones of his growth at the office superstore has been the responsibility entrusted to young employees at Staples. This early exposure to leadership roles has allowed Cusack, an associate manager for Product Design & Innovation, to spearhead projects typically reserved for those more experienced. He has played a pivotal role in building product design languages, developing packaging systems, and reorganizing product categories. These experiences have honed his skills and provided a robust platform for his career development.
“At Staples, we cover a breadth of categories, from writing and notetaking to facilities cleaning supplies and office furniture,” he said. You get exposed to many types of products and industries, each with its own nuances to learn about and solve for. It can be a lot to process at times but it’s what keeps things fresh year-to-year by offering new learnings and places to grow.”
Over the past five years, Cusack — a 2024 Store Brands Rising Star — has been instrumental in developing Staples' own brand portfolio. His contributions span product management, design strategy, design systems, and product innovation, all aimed at creating a unique market position and addressing unmet customer needs.
His colleagues said this recognition symbolizes Cusack’s journey from his early days at Staples to becoming a key player in the retailer’s private label program.
“When I started working at Staples I had a very surface-level understanding of the world of private label brands,” he said. To go from that to arriving at a place where I’m being nominated and recognized for my role in a private label program, that’s pretty exciting and special.”
BRIAN CUSACK
Staples
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Maddison Gierschick, associate manager of Strategic Sourcing at Staples, is recognized for her exceptional performance and contributions to the company. Her dedication to lifelong learning, collaborative spirit, and problem-solving skills have made her a valuable asset to her team.
A 2024 Store Brands Rising Star, Gierschick attributes her success to three key factors: a commitment to continuous learning, a collaborative approach, and a knack for solving problems. Her curiosity drives her to ask questions and expand her knowledge, while her collaborative spirit allows her to work effectively with others toward shared goals.
“I am constantly working cross-functionally with others,” she said. “I love working with a team towards a common goal and being able to influence others to achieve a joint goal.”
Gierschick thrives on challenges and enjoys finding solutions that benefit all parties involved. This was evident in her work on a large-scale opportunity with major suppliers.
Despite the project's complexities, her strategic thinking and negotiation skills led to significantly stronger offers from the suppliers, resulting in a cost savings of more than 30% for the office superstore.
“I am always looking to find a mutual solution that benefits all parties involved,” she said. “I am constantly challenged to think differently and look for alternatives to source product and challenge the status quo.”
Gierschick’s leadership qualities and growth potential were evident from the start. Despite having limited experience, she quickly grasped complex concepts and made significant contributions. Her analytical skills and ability to communicate effectively using data further enhanced her ability to influence decision-making within the organization.
“It is a great honor to be recognized by my mentors and the industry,” she said. “I want to thank my boss and my peers who have helped encourage, mentor, and challenge me, allowing me to find success in my role and for the Staples Brands Team.”
MADDISON GIERSCHICK
Staples
Bryan Specht's journey at TrueChoicePack began in 2020 through an Ohio Department of Development Internship program while he was a student at the University of Dayton. Transitioning from import/export work to sales, he has steadily broadened his responsibilities, playing a crucial role in the company's global success.
His rapid rise to the role of national account manager showcases his dedication and ability to thrive in challenging environments. His expertise in the private label sector has allowed him to understand market dynamics and address customer needs adeptly, leading to significant achievements in marketing and sales.
"The most important factor in my career growth has been my passion for learning," said Specht. "By staying curious and seeking out opportunities to expand my skills, I've been able to navigate challenges and seize new opportunities as they arise."
One of his notable accomplishments has been spearheading the development of a major retail customer's private label picnic and tabletop category. By collaborating closely with supply chain, procurement, and design teams, he orchestrated a comprehensive solution leveraging TrueChoicePack's in-house brands. This strategic partnership expanded to include 14 SKUs of private label products tailored to the retailer's specifications, including cutlery, serving ware, and toothpicks.
Specht's efforts have also led to significant growth for TrueChoicePack, driving millions of dollars in revenue and acquiring several major accounts. His dedication to excellence and cross-functional collaboration have strengthened the company's partnerships with its customers and solidified its position in the marketplace.
For Specht, the most enjoyable part of his job is the interdisciplinary collaboration that comes with working at a small company.
"Working at a small company like TrueChoicePack over the past four years has given me an interdisciplinary perspective on private label manufacturing," he said. "The most rewarding aspect of my daily job is finding ways to deliver exactly the products our customers envision – especially if it means working with manufacturing to develop that product from the ground up."
Being named a 2024 Store Brands Rising Star is a significant honor for Specht. "It's truly humbling to be recognized, especially by a publication such as Store Brands that I've followed for years," he said. "Being featured in Private Label Rising Stars is particularly meaningful as it sheds light on talented individuals who may not have garnered widespread recognition yet. I'm deeply appreciative of this recognition and optimistic about the journey ahead."
BRYAN SPECHT
TrueChoicePack
Innovative thinking along with a collaborative approach, and a commitment to excellence have made Pauline Stutsman a standout at Simmons Pet Food. Colleagues say her ability to execute customer projects and business initiatives on time, with precision and excellence, consistently exceeds expectations and drives growth within the organization. Her interactions, both internally and externally, highlight her dedication to fostering strong relationships and ensuring customer satisfaction.
She attributes her career growth to embracing new challenges and responsibilities, asking insightful questions, and benefiting from valuable feedback and mentorship from her manager. This mindset has propelled her to continuously expand her knowledge and capabilities, driving her success at Simmons.
"We want to do great work together because of the pets we love," she said. “This collaborative spirit and dedication to innovation have enabled me to make significant contributions to new product development for Simmons' private brand customers.”
With a deep commitment to driving innovation in the pet food industry, Stutsman constantly seeks new ways to enhance products and processes, with a strong focus on sustainability. Her pursuit of eco-friendly solutions aims to minimize environmental impact while delivering top-quality pet nutrition. This passion for sustainability and innovation distinguishes her as a forward-thinking leader in the industry.
Her exceptional leadership was particularly evident when she spearheaded the overhaul of a customer portfolio. Managing a heavy workload, she navigated the complexities of reformulating the portfolio, identifying key opportunities for improvement while ensuring adherence to nutritional standards and regulatory compliance.
Colleagues said Stutsman’s relentless focus on achieving results, coupled with her innovative and goal-oriented approach, ensures she is well on her way to becoming a prominent leader in the private brand industry. Her commitment to excellence and her ability to inspire those around her make her a rising star whose contributions will continue to shape the future of Simmons Pet Food and the wider pet food sector.
These factors were key in her being named a 2024 Store Brands Rising Star.
“I am grateful for the recognition and validation of the hard work and dedication that I have put in my career,” she said. “I look forward to contributing further to the pet food industry and making a positive impact through Simmons Pet Food.”
PAULINE STUTSMAN
Simmons Pet Food
Rising Stars AgeS 31-40
Dan Tufano’s recent promotion to director of Retail Sales for Camerican International is a testament to his outstanding contributions to the food importing industry and his commitment to innovation in private label products. And he attributes his success to his colleagues at the Paramus, N.J.-based company.
"I have received tremendous support from my company to continue gaining new opportunities to grow our business,” he said. “With our strength in food importing, the possibilities are endless in sourcing products around the world that add value to our customers' stores.
Tufano's efforts have helped Camerican continue to thrive, leveraging its global sourcing capabilities to introduce high-quality, competitively priced products to the market. His dedication to building strong supplier relationships and his strategic vision have been instrumental in the company's success. His daily work is driven by his passion for discovering and launching new products.
"Camerican prides itself on long-term relationships with our supply base, and it’s always a team effort ensuring we work together to successfully launch new items at our customers,” he said. “As private label continues to grow, it’s an exciting time to launch new innovative food products to satisfy the consumers' demand for high-quality items at competitive costs.
His efforts have not gone unnoticed. With his recent promotion, Tufano now manages a sales team of six, generating $400 million in sales. His primary focus has been on Aldi, where his leadership has resulted in tremendous annual sales growth. One notable achievement was the successful rollout of an applesauce pouch project, which addressed shortages in the U.S. market, demonstrating his ability to respond effectively to supply chain challenges.
As Camerican International moves forward, Tufano's focus remains on driving growth and innovation, ensuring the company remains at the forefront of the food-importing industry. His commitment to excellence and his ability to inspire his team makes him a standout leader poised to shape the future of private label products.
Tufano said he is honored to be named a 2024 Store Brands Rising Star. "I am thankful, given Store Brands' reputation in our industry,” he said.
DAN TUFANO
Camerican
Kasturi Chitre's career trajectory at Consumer Science showcases her dedication and skill in the realm of product quality management.
Beginning her career in a product testing role, she has advanced to a leadership position, where she now oversees laboratory operations and manages key relationships with private brand retailers nationwide. Now holding the title of product quality manager, her expertise ensures that private brand items maintain consistent quality from development through to the consumer shelf.
Throughout her tenure at Consumer Science, Chitre has been instrumental in ensuring product quality. She played a pivotal role in the large-scale launch of new frozen food items, providing critical feedback at each stage of the process. Her high-level scientific knowledge and ability to translate complex information have been invaluable internally and to retail customers.
"I am most engaged when working within supportive teams where individuals can combine their expertise to deliver impactful results," the 2024 Store Brands Rising Star honoree said.
Chitre's colleagues said her contributions extend beyond technical expertise; she is also a mentor and leader who embodies the core values of honesty, integrity, and positivity. Her ability to bridge the gap between laboratory insights and retail execution has made her a key asset to Consumer Science and its partners.
She credits her upbringing as playing a significant role in shaping her professional ethos. "I am fortunate to have a supportive family who instilled in me the value of education,” she said. “My upbringing emphasized honesty, integrity, and a positive attitude. My core values are further reinforced by my husband and his family, whose encouragement fuels my ambition and motivates me to achieve even greater success.”
Being named a Store Brands Rising Star is another significant milestone for Chitre. "I am deeply grateful for the recognition from such a respected voice in the private label industry," she said. “This acknowledgment serves as a powerful motivator to continue pushing boundaries and making a positive impact within the field.”
KASTURI CHITRE
Costumer Science
In an era where businesses often prioritize their own goals over those of their customers, Tarick Gamay has taken a different path to success. By consistently "starting with the customer," Gamay has helped transform DreamPak's store brand business from scratch to $20 million in revenue with nearly 30,000 points of distribution across the U.S. in just over five years.
“Our customer-focused approach has consistently resulted in a superior, more profitable business with our retailer partners,” said Gamay, who holds the title of chief sales officer. "I love interacting with our retailer partners and understanding their biggest challenges. We may not have an immediate solution, but through mutual collaboration and creativity, we can develop long-term initiatives that create a win-win scenario for both sides."
Under Gamay’s leadership, DreamPak has achieved significant milestones. He developed private label beverage programs with major retailers such as Walmart, Target, and Aldii, and spearheaded the company’s expansion into the food category. As of 2024, DreamPak’s store brand business has overtaken its contract manufacturing business as the leading sales channel, positioning the company for revenue and profit growth.
One of Gamay's notable achievements occurred during the height of the pandemic. Faced with rising input costs, DreamPak needed to raise its prices to a leading grocery chain by nearly $0.20. Instead of passing on the increase, Gamay devised a creative solution where the retailer would reduce its MSRP by $0.50 in exchange for DreamPak maintaining its cost. This strategic move allowed the retailer to boast the lowest pricing in the industry while DreamPak benefited from a nearly 30% sales volume growth in the first 12 months.
These innovative ideas are a big reason why Gamay has been named a 2024 Store Brands Rising Star.
"I am honored,” he said. "I know how many impressive and accomplished individuals live in the store brand world, and I am truly appreciative of this distinguished recognition."
TARICK GAMAY
DreamPak
Colleen Purcell Kangas is a star in the world of private label, but colleagues feel her star will get even brighter as her career continues. The president of Purcell International, she impresses industry veterans and those with whom she works daily with her relentless work ethic and visionary leadership. Her dedication to the private label business has significantly impacted the company, solidifying its position as a leading importer and distributor in the sector.
Purcell Kangas’ journey in the private label industry began before her official entry into the corporate world. Growing up in a family deeply entrenched in the business, she developed a unique perspective and extensive industry knowledge. She joined Purcell International full-time in 2008 as vice president of the Shelf Stable division, managing logistics, importation, strategic sourcing partnerships, and private label accounts. Her expertise and leadership quickly became apparent, and in 2021, she was promoted to president.
Under her leadership, Purcell International has navigated through some challenging times including the COVID-19 pandemic. Her ability to navigate supply chain disruptions and maintain the company's growth trajectory is a testament to her strategic acumen and determination. Her leadership has also been instrumental in expanding the private label supplier's offerings, which include meat, fish, vegetables, fruit, and juices.
COLLEEN PURCELL KANGAS
Purcell International
As co-founder of ReserveSnacks, Aleks Veyg has used his culinary and food science background to formulate and develop private label items such as popcorn chips, Takis-style chips, chocolates, and beverages that meet high consumer demand.
Reflecting on the key factors that have driven his career growth, Veyg emphasizes perseverance, quality work, embracing challenges, and maintaining faith. This philosophy has not only fueled his success but also propelled ReserveSnacks to new heights in the competitive snack food market.
"The most enjoyable part of what we do is the development side,” he said. “We are constantly thinking of creating new ideas efficiently so they can be produced to scale. One of Veyg's notable achievements is the development of more efficient methods for making popcorn chips and creating a one-step process for producing corn chips, including rolled corn chips. His ability to streamline production processes demonstrates his commitment to excellence and efficiency, benefiting both ReserveSnacks and its partners.
Being named a 2024 Store Brands Rising Star is a significant honor for Veyg, who attributes this recognition to the company's willingness to tackle challenges head-on and a strong belief in its capabilities.
"I am honored to be considered and I also know that the consideration happened due to us not shying away from challenges and believing in our capabilities," he said.
ALEKS VEYG
Reserve Snacks
Eric Spurrell's career trajectory has been shaped by a combination of factors that have fueled his growth and success. Central to his achievements is a continuous learning mindset that enables rapid adaptation to new environments. This mindset, coupled with his adaptability and ability to thrive under pressure, has consistently driven results that align with and deliver on the strategic objectives of his business.
As the account director, Co-Manufacturing and Retail, for Select Food Products, his ambitious nature and strong work ethic form the foundation of his professional success. These qualities, complemented by the support of talented teams, insightful mentors, and a robust network, have opened doors to new opportunities and facilitated his professional development.
“I am a solutions-oriented individual who loves a challenge and luckily there is no shortage of complex problems in the co-manufacturing industry,” said Spurrell, a 2024 Store Brands Rising Star honoree. “Whether it is finding creative solutions to meet a customer need or addressing something internally, I find it very fulfilling to overcome these obstacles, drive results, and the continuous learning and development that comes from facing these challenges.”
Since joining Select Food Products in August 2022 as an account director, he has been a catalyst for growth and innovation in the packaged goods landscape. In a short period, he has secured four new packaged goods customers, building trust and credibility quickly. Spurrell’s approach goes beyond responding to RFPs; he deeply understands what customers truly need, unlocking innovation and capacity within their networks.
Spurrell said being named a Store Brands Rising Star is a significant honor to him, and he is appreciative of the nomination from TJ Kanaris, President of Select Food Products.
“Not only is it nice to receive recognition for my efforts, but it also validates the path that I am on and the work I will continue to do to achieve mine and the company’s goals,” he said. “I would be remiss if I did not acknowledge the teams I have worked with, the mentors who have helped shape and develop me, and the network I have developed, all of whom have helped me achieve this growth and success and opened doors to new opportunities.”
ERIC SPURRELL
Select Food Products
Angela Lepore's contributions to the private brand industry, particularly in the pet food sector, have positioned her as a rising star in the industry. She works to ensure that all products meet the highest quality standards and align with customer expectations. Additionally, LePore consistently delivers products that adhere to brand guidelines and delight customers.
A 2024 Store Brands Rising Star honoree, her passion for innovation drives her to continually seek new ideas and approaches to enhance product offerings from Simmons Pet Food. In her role as senior manager of Product Development, LePore’s creative thinking and willingness to embrace change have been pivotal in driving growth and ensuring products remain competitive. Her innovative mindset has led to the development of a robust private brand product portfolio, including national brand equivalents and premium offerings.
Recently, she led an initiative to align our private brand customers' portfolios with best-selling national brands, tailoring each selection to maximize cost-effectiveness and performance.
Daily, LePore is a vital resource across multiple departments, seamlessly bridging the gap between sales, marketing, and operations. Her deep product insights and constant support ensure that every customer project is set up for success. Angela's collaborative spirit and invaluable expertise make her an essential asset to our team.
She is lauded by colleagues for her strategic vision that has allowed the company to expand its market presence while strengthening relationships with some of the biggest retailers in the U.S.
ANGELA LEPORE
Simmons Pet Food
Aaron Lopez’s career journey at Staples is marked by a commitment to ensuring exceptional product experiences for customers. His success can be attributed to several key factors: a deep passion for his work, a relentless pursuit of learning, adaptability, and strong follow-through on commitments.
From the outset of his career, Lopez has held various progressive roles in quality management. His primary responsibility has been to ensure customers receive quality products, a mission he is fervently passionate about.
“I also value the importance of staying curious, continuously learning new skills, being able to adapt to change, and following through on commitments,” he said. I am thankful to have worked for many great managers over the years who helped to challenge me and provide various development opportunities.”
In his current role as senior manager of Quality and Product Safety, Lopez oversees about 10 brands and numerous product categories. This diverse responsibility ensures that no two days are the same.
“We receive many suggestions from customers on our products and we are continuously looking to improve,” he said. “Along with the variety each day brings, I love working with colleagues to resolve challenging product issues and exceeding the expectations of our customers.”
Colleagues said the impact Lopez has on Staples’ owned brands is profound. As a leader of the Safety Committee for Staples' owned brands, he has driven significant improvements in product quality. By focusing on the root causes of customer dissatisfaction and spearheading quality improvement projects, He has successfully elevated the average star ratings for Staples' private brand products.
He was also humbled by being named a 2024 Store Brands Rising Star. I am truly honored by this recognition and genuinely appreciate that my organization nominated me,” he said.
AARON LOPEZ
Staples
Carissa Castonzo has been a key player at Walgreens with oversight of the drug store chain’s owned brand pain, pediatrics, and sleep businesses.
The senior manager of Owned Brands credits her success to the support and guidance of her bosses, mentors, and team members who foster an environment that supports through the failures and boasts through the wins.
Her reputation as a problem solver and innovator is well-earned. She consistently tackles challenges head-on, identifying issues and crafting solutions that work for all stakeholders. Her leadership is highly respected within Walgreens and the supplier community, where she is known for providing clear direction and fostering collaboration.
Castonzo's leadership and innovation have been instrumental in Walgreens' success, particularly during challenging times. In 2023, she navigated inventory constraints on pediatric liquids by collaborating with external suppliers and internal teams to secure much-needed inventory. Her ability to lead cross-functional partners and ensure deadlines were met was crucial in keeping essential products available for consumers when they needed them most.
"I love seeing the fruits of my labor when a new item hits the shelf as much as I love seeing someone who worked with me excel in their career," she said.
Currently, Castonzo is spearheading the expansion of Walgreens' Free & Pure products into the traditional OTC market. By leveraging market trends, category insights, and research, she has defined a clear path forward for this initiative. Her meticulous planning and collaboration with several cross-functional teams have been vital in driving this customer-led program under an aggressive timeline.
Reflecting on being named a 2024 Store Brands Rising Star, Castonzo expressed her gratitude and eagerness to continue learning. "I think it’s an honor! There’s always something new to learn and even though I’ve been working in private label/owned brands for the past 12 years, I still feel like I learn something new every day," she said.
CARISSA CASTONZO
Walgreens
Julia Bello has been a pivotal figure at Whole Foods Market in her private brands strategy and execution. Her work as a sourcing leader in the baking category led to numerous first-to-market innovations and elevated the overall category. Now, as a senior team leader, she continues to coach and develop her team, fostering a culture of excellence within the dairy category.
She attributes much of her career success to the leaders and mentors who have guided her journey. These individuals have not only challenged and inspired her but also believed in her potential.
“Never underestimate the power of a great leader and the impact they can have on your career,” she said. “I love to learn and this has helped to push me outside of my comfort zone to seize opportunities that allow for learning new skills and working on different parts of the business.”
She said the most enjoyable aspect of her job is working with her team, which serves as a source of inspiration and helps make each day fulfilling. “I’m honored to work with some of the smartest, most creative, and passionate people in the industry,” Bello added.
One of Julia's notable achievements includes leading the merchant strategy and business award for Whole Foods' first-ever grass-fed fluid milk and milk products private label program. This initiative set a new standard for private brands within the dairy sector and demonstrated her ability to gain alignment across the merchandising organization.
She partnered with the Quality Standards team to audit and validate claims on packaging and ensure adherence to animal welfare standards. These products are set to launch later in 2024, marking a significant milestone for Whole Foods and the private brands industry.
As for her Store Brands Rising Star honoree, Bello said, “It’s an incredible honor to be recognized among so many talented people in our industry and to represent all the incredible work our team is doing to support our mission to “nourish people and the planet.”
JULIA BELLO
Whole Foods Market
Carla Conrad has been instrumental in developing and growing Whole Foods Market's sensory programs, a testament to her dedication and innovative approach to product development. Reflecting on her career journey, she attributes her success to the empowering culture at Whole Foods Market and the invaluable mentorship she has received.
"I’ve been fortunate to have leaders and mentors who empower me to grow and develop myself," said Conrad, a senior manager of Product Development. "Whole Foods Market embraces a culture of empowerment where if a team member sees a business need or opportunity, we’re given the runway to create solutions, test, and iterate to make them work for the business. That’s been my story as I’ve developed and grown our sensory programs."
Daily, she finds immense joy in her work, particularly in interacting with her sensory panel and leading training. Conrad gets to taste each Whole Foods Market Exclusive Brands product during its development.
Her leadership and innovative approach have had a significant impact. Starting as a one-person team in 2016, she built Whole Foods Market's Sensory Program for Private Brands. Her collaborative nature and ability to build trust with key stakeholders have allowed her to expand the program's reach, ensuring that new products not only taste great but also resonate with customers.
In her role at Whole Foods, Conrad created detailed profiles for nearly 3,500 SKUs under the 365 and Whole Foods Market brands, each serving as a unique "fingerprint" to ensure consistent quality and customer satisfaction. She also launched the "Taste Buds" consumer acceptance panels, which play a crucial role in refining products to guarantee they delight customers and drive repeat purchases.
On April 1, 2024, Conrad transitioned into the role of senior manager of Product Development, where she will continue to guide strategy and innovation for Whole Foods Market.
"I’m so honored to be named a Store Brands Rising Star," said Conrad. "I’m excited to bring awareness to what we do daily to satisfy and delight our exclusive brands shoppers. It’s a privilege to represent Whole Foods Market and the technical expertise that guides our exclusive brands products.”
CARLA CONRAD
Whole Foods Market
With a diverse background spanning apparel, sporting goods, and now the natural grocery sector, Alesandra Ponce, senior team lead at Whole Foods Market, attributes her success to the support of patient mentors and a strong network of family and friends who have inspired and advocated for her throughout her career.
"I started my career in companies that were in rapid growth mode with limited established processes and a 'do whatever it takes to be first to shelf and lowest price' mentality,” she said. “Those experiences challenged me to be nimble and creative in problem-solving and leading others.”
Since joining Whole Foods Market seven years ago, she has found a structured and inclusive environment that fosters innovation and risk-taking, thanks to the company's continuing education resources and empowering leadership.
In her role, Ponce oversees the whole body, supplements & essentials categories within Exclusive Brands at Whole Foods Market. Her leadership extends to a team of six sourcing leaders and assistants, and she has spearheaded several strategic initiatives, including the Amazon Direct Ship Launch and the enhancement of Whole Foods Market's Sourcing Process.
In 2023, she played a pivotal role in launching the company's Exclusive Brands on the Amazon Direct Ship platform, expanding the brand's reach from 7,000 to 43,000 zip codes. As a representative of Sourcing & Product Development on the Executive Leadership Team, she coordinated the launch of nearly 1,000 SKUs in less than a year. Her contributions included designing the SKU selection and leading supplier coordination, as well as developing a multi-pack strategy to offer customers additional value in sizes and flavors.
Ponce said being a 2024 Store Brands Rising Star honoree is a significant honor. "This award is a testament to the amazing leaders, colleagues, and family that have inspired and encouraged me throughout my career,” she said. “Without their help, this honor would not have been possible.”
ALESANDRA PONCE
Whole Foods Market
