Grocery Outlet Names Jason Potter as New CEO

Grocery Outlet Holding Corp. has announced the appointment of Jason Potter as its new President and Chief Executive Officer, effective February 3, 2025. Potter, a grocery retail veteran with over 30 years of experience, will join the company’s Board of Directors.

A Proven Leader with a Track Record of Success

Potter most recently served as CEO of The Fresh Market. He spearheaded a business transformation that enhanced customer experience and delivered robust earnings growth. His leadership at The Fresh Market earned the specialty grocery retailer accolades, focusing on fresh, gourmet food and prepared meals.

Before The Fresh Market, Potter built his career over 26 years at Sobeys, Inc., a Canadian national grocery retailer. At Sobeys, he managed over 1,500 stores under various banners, driving annual revenues exceeding $12 billion. Potter held numerous leadership positions, including Executive VP of Operations and President of Sobeys West, Sobeys Atlantic, and Multi-Format Operations.

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“I could not be more excited to join Grocery Outlet,” Potter said. “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 tremendous growth potential.”

Focus on Growth and Culture

Potter will succeed Eric J. Lindberg, Jr., who has served as Interim President and CEO since October 2024. Lindberg, also Chairman of the Board, will remain in that role and work closely with Potter during the leadership transition.

“Jason’s deep experience in scaling successful grocery models and his vision, values, and leadership style align perfectly with Grocery Outlet’s culture,” Lindberg said. “We are thrilled to have him guide the next chapter of our growth and success.”

Potter will meet with the company’s independent operators and key suppliers to learn about Grocery Outlet’s unique business model.

About Grocery Outlet

Grocery Outlet is a rapidly growing, value-focused retailer headquartered in Emeryville, California. It operates more than 520 independently run stores across 18 states, offering name-brand consumables and fresh products at discounted prices.

By combining national purchasing power with the flexibility of local operators, the company delivers customers a unique “treasure hunt” shopping experience.