Herbert Mines Recruits CEO for Grocery Outlet Holding Corp. 

February 3, 2025 – New York-based retail and consumer focused executive search firm Herbert Mines Associates has recruited Jason Potter as the new CEO of Grocery Outlet Holding Corp. in Emeryville, CA. He will succeed Eric J. Lindberg, who has served as interim president and CEO since October 2024. Mr. Lindberg will work closely with Mr. Potter over a transition period, including meeting independent operators and key suppliers and integrating him into the unique culture of the business.

“On behalf of the board, we are thrilled to have Jason lead Grocery Outlet’s next chapter of continued growth and success,” said Mr. 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. I am confident Jason is going to be a fantastic leader with our team and independent operators, and I welcome him warmly to the Grocery Outlet family.”

Mr. Potter is a seasoned CEO, bringing more than 30 years of grocery retail experience and a track record of driving earnings growth and shareholder value. He joins Grocery Outlet from The Fresh Market, a specialty grocery retailer of fresh, gourmet food and prepared meals, where he has served as CEO and a board member since March 2020. During his tenure, Mr. Potter led the successful transformation of that business, driving an award-winning customer experience and strong earnings growth.

Prior to this, Mr. Potter spent 26 years with Sobeys, Inc., a national grocery retailer in Canada, where he oversaw a store base of over 1,500 stores under several banners with more than $12 billion in revenues. During his tenure with Sobeys, he served in a variety of operational and leadership roles, including executive vice president of operations, president of Sobeys West, president of Sobeys Atlantic, and president of Multi-Format Operations.

“I could not be more excited to join Grocery Outlet,” Mr. 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 a tremendous growth opportunity. 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.”

Related: Herbert Mines Assists Cooks Venture with CEO Search

Grocery Outlet is a high-growth, extreme value retailer of quality, name-brand consumables and fresh products sold primarily through a network of independently operated stores. Grocery Outlet 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.

Fill Senior-Level Roles

Established in 1978, Herbert Mines is a specialist search firm focusing on the retail, fashion and apparel, beauty, consumer products and services, hospitality, leisure, restaurant, and digital/technology industries. The firm is noted for its C-suite recruiting work. Herbert Mines has conducted upwards of 3,600 searches during the tenure of Hal Reiter, who joined the firm in 1993 as president, and was appointed chairman and chief executive officer in 1998.


Herbert Mines Associates Assists PacSun with CFO Search

Herbert Mines Associates has assisted in the recruitment of Aina Konold as the new CFO of PacSun. She succeeds Russell Bowers, who was appointed chief operating officer of the company last year. “We are pleased to welcome Aina Konold to our leadership team as Pacsun’s new CFO,” said Brie Olson, CEO of PacSun. With Aina’s wealth of experience and extensive background in retail, digital, and international expansion, we are confident she will be a valuable addition to our team and a key driver in shaping PacSun’s future. Special thanks to Kristin Dennehy and Herbert Mines Associates for your dedication and unwavering support in helping us find such a charismatic and talented leader to join our team.”


Brenda Malloy is the firm’s CEO. She brings over 40 years of experience to Herbert Mines Associates. During her career, she has authored numerous articles on retail CEO succession, omnichannel leadership, in addition to being a featured speaker at the National Retail Federation’s annual convention in New York City. Working with leading retailers at the senior most–levels to assemble winning leadership teams, Ms. Malloy primarily recruits board directors, CEOs, and their direct reports for publicly traded, privately held and private equity backed companies spanning vertical specialty, lifestyle and branded retail, off-price/value, grocery, hardlines, mass, and the specialty department store sectors.

Herbert Mines also recently placed Michael Pengue as the new CEO of Verlinvest-backed Hint Inc., makers of unsweetened flavored still water. “The appointment of new leadership and incremental capital to further solidify the company and position it for future growth,” the company said. Mr. Pengue is a seasoned executive in the better-for-you beverage sector. He brings more than three decades of experience in the beverage industry, including senior executive roles at Keurig Dr Pepper, BAI Brands, where he helped facilitate the company’s sale to Dr Pepper Snapple, and Nestlé Waters. Most recently, Mr. Pengue served as CEO of ZOA Energy, the brand created by Dwayne “The Rock” Johnson, which just saw Molson Coors take a majority stake in the business.

Related: Herbert Mines Associates Recruits Chief Merchandising Officer for Claire’s Holdings

Contributed by Scott A. Scanlon, Editor-in-Chief and Dale M. Zupsansky, Executive Editor  – Hunt Scanlon Media

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