MECHANICSVILLE, Va. -- Richfood Holdings here has added one new executive vice president position and given new responsibilities to another executive vice president following its recent acquisition of Rotelle Inc., a frozen-food distributor.
e president of marketing at Certified Grocers of California and president of three of Certified's subsidiary companies.
Friedler assumes responsibilities previously held by Christopher A. Brown.
Brown, 32, who was executive vice president for procurement
and marketing at Richfood, has been named executive vice president and chief operating officer of Rotelle, which is operated as a wholly owned subsidiary of Richfood. This is a new position at the West Point, Pa.-based frozens distributor.
Brown, who joined Richfood in 1990 as a vice president of controlled brands, is responsible for procurement, sales, marketing and administration at Rotelle. He reports to John Rotelle, president of Rotelle Inc.
Friedler reports to Donald D. Bennett, president and chief executive officer of Richfood.
In a statement, Bennett said the changes enhance Richfood's senior management structure.
"Christopher is an extremely capable executive whose experience in merchandising and administration will clearly help the marriage of Rotelle and Richfood develop to its maximum potential," Bennett said. "Jerry Friedler is a highly experienced wholesale grocery veteran who will make tremendous contributions to Richfood's present operations and future development."
Richfood, as reported, acquired Rotelle last month. The frozens distributor supplies supermarkets in Pennsylvania, New Jersey, Maryland, Delaware and New York. Its annual sales are about $340 million.