New Seasons Market Shakes Up Leadership Structure

Retailer names Forrest Hoffmaster CEO and Kristi McFarland chief strategy officer
New Seasons Market
Photograph courtesy of New Seasons Market

Signaling the next chapter of its growth strategy, West Coast grocer New Seasons Market has announced a new executive leadership structure, which the company said will support its investment in staff, customers, partners and local communities.

The company has promoted co-president Forrest Hoffmaster to CEO, while co-president Kristi McFarland is assuming the role of chief strategy officer, in which she will be responsible for building meaningful business strategy to promote the company’s mission. Hoffmaster and McFarland join Chief Operations Officer Mark Law and Chief Marketing Officer Mary Wright on the existing executive leadership team.

The moves follow the company’s recent investments in its core stores, staff benefits and its relationships with local producers and community partners, according to the announcement.

“We’ve had a successful year coming together around our mission,” Hoffmaster said in a statement. “We have passionate and dedicated staff and an incredible purpose-driven leadership team committed to the long-term health of our organization, staying true to our founder-inspired values and being a leader in the industry. Our team is structured to bring these priorities to life.”

After joining New Seasons Market as chief financial officer in 2016, Hoffmaster took on the role of co-president in which he cultivated the company’s partnership with Conscious Capitalism, advocated for sustainable business practices and oversaw business development, real estate, finance, technology and data.

McFarland joined the company as chief people officer in 2014 and helped build New Seasons’ position as an employer of choice, according to a statement. As co-president, McFarland oversaw the company’s people strategy, advanced progressive workplace practices, led community relations and strengthened brand engagement.

“I’m so proud of what we’ve accomplished over the last year as a team with complementary strengths,” McFarland said. “With diverse experience and perspectives around the table, we ensure that our customers, communities, staff, vendors and business sustainability efforts are embedded in every decision we make. This is just the beginning of a really exciting year, and we have an incredible team in place to champion our mission and create positive, sustainable outcomes in our local food system.”


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