A ‘New Era’ for New Seasons and New Leaf Markets

Good Food Holdings reveals banners’ growth strategy, leadership transition
New Seasons Market
Photograph courtesy of New Seasons Market

New Seasons Market and New Leaf Community Markets, independent operators within the West Coast-based Good Food Holdings family of brands, is embarking on a strategic growth plan that includes two new store leases and a change in leadership.

Good Food Holdings CEO Neil Stern discussed the company’s “aggressive plans for growth” in an interview with WGB last October, and again several weeks ago. “We have plans to grow every one of our banners in our existing markets,” Stern told WGB in late February. “New stores are slated for Bristol Farms, Metropolitan Markets in Seattle, Lazy Acres, New Leaf Community Markets and New Seasons. We believe we have room to grow each one of these brands.” Stern added that the new Bristol Farms will “feature new food and beverage offerings and new tech options.”

“New Seasons Market and New Leaf Community Markets are centering strategic efforts on stronger localization for each banner with focus on growing market share, creating a customer-first experience, and impacting local communities,” the company said.

As New Seasons and New Leaf enter the next chapter of growth under Good Food Holdings, Forrest Hoffmaster will transition from his leadership position as CEO for both brands in late March. A comprehensive executive search is in progress and a successor is expected to be named before Hoffmaster departs the role, the company said.

“I am incredibly proud of what we have been able to accomplish together, navigating the pandemic and unprecedented disruption in our industry. We have transformed our growth strategy and built stronger capabilities, while deepening our local commitment and leading with values for the long-term health of the organization,” Hoffmaster said in a statement. “With our supportive partners at Good Food Holdings and a strong senior leadership team in place, our company is primed for a new executive to take the foundation and continue investments in growth, innovation and experience.”

2 New Stores on the Way

New Seasons Market is expanding its footprint with two new stores in the greater Portland metro area—one in Lake Oswego, Ore., and a second in Vancouver, Wash.

“We are excited to deepen our relationship in two communities that know and love the core New Seasons experience,” said Dave Kauder, New Seasons Market SVP, in a statement. “Both stores will continue to deliver what our customers love: quality, organic and locally sourced produce, meat and other grocery staples.”

The 27,800-square foot Lake Oswego store will be in the Palisades Marketplace at 1377 McVey Ave. The store is anticipated to open in spring 2022. The real estate development is a joint venture between Portland-based Capstone Partners and the Hedinger Group. The Vancouver store, the second New Seasons Market in the rapidly transforming city, is targeted to open downtown in a 25,000-square-foot space as part of a new development at Main Street and W. 15th St. in fall 2023. Real estate development for this project is being led by Vancouver-based Cascadia Development Partners.

“In Vancouver, we will step into a new era, introducing the developing downtown market to our next generation store with improved prepared food offerings, an updated grocery format and mix refined for the community, and integrated technology that provides a more robust customer experience,” Kauder added.

In addition to the new store openings, both grocers will continue to invest in current stores, including the previously announced move of New Leaf Community Markets Capitola to the King’s Plaza Shopping Center by 2024. Both banners are also pursuing program innovation and enhancements in private label, store design and growth, food and beverage offerings, and customer experience, the company said.



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