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Krasdale Foods taps Chris Lavoy to lead Bravo Florida brand

Former UNFI executive brings deep experience in Florida grocery market

Russell Redman

March 16, 2022

2 Min Read
Bravo supermarket-Port St. Lucie FL-Krasdale Foods_2.jpg
In Florida, Krasdale's Bravo supermarket banner includes more than 50 independently owned and operated stores.Bravo Supermarkets

Grocery industry veteran Chris Lavoy is joining Krasdale Foods as vice president of the distributor’s Bravo Florida supermarket banner.

White Plains, N.Y.-based Krasdale said Wednesday that Lavoy will lead business development and growth initiatives for Bravo Florida, part of the wholesaler’s Beta II Marketing arm. He also will be charged with expanding the portfolio of products, categories and services for the 50-plus independently operated Bravo stores and providing senior-level support to all Bravo owners.

Chris Lavoy-Krasdale Foods-Bravo Florida.jpg“I look forward to joining the Bravo team and contributing to the ongoing growth of the company,” Lavoy (pictured left) said in a statement. “Throughout my career, I’ve gotten to know many of the Bravo store owners, and I’ve always had a high regard for the company and the services they provide. I’m excited to begin this new phase.”

Krasdale noted that Lavoy brings 32 years of experience in the Florida market. Most recently, he served as vice president of Southern region sales for United Natural Foods Inc. (UNFI). He joined UNFI in September 2019 following its integration with fellow grocery distributor Supervalu, where he spent nearly two years as vice president of Florida operations. Prior to that, Lavoy served more than 10 years at Associated Grocers of Florida, most recently as chief operating officer. Supervalu, acquired by UNFI in October 2018, had acquired Associated Grocers of Florida in December 2017.

Related:Krasdale Foods’ Gus Lebiak: Challenging times for grocery industry

“We’re excited to welcome Chris to the organization, as we continue to support our Florida market, which has seen tremendous and consistent growth,” commented Dennis Hickey, vice president and chief merchandising officer at Krasdale.

Hickey manages merchandising for the area’s Bravo stores and the Beta II Marketing affiliate, which provides marketing and merchandising services to the Bravo banner. “Chris has unrivaled local market expertise and has established relationships with many Bravo store owners,” he noted. “By bringing Chris into this new role, we are investing in the region and ensuring that our Florida customers have all the tools they need to grow their businesses.”

Overall, Krasdale supplies more than 300 independent supermarkets in the Northeast and Florida, mainly in metropolitan New York. Store banners it supplies include C-Town, Bravo, Aim and Market Fresh supermarkets; mini-groceries Shop Smart Food Markets and Stop 1 Food Mart; and a host of delis, drugstores, convenience stores and other independent retailers selling food and groceries, reaching around 2,500 retailers overall. The company operates a 325,000-square-foot distribution center in the Hunts Point section of the Bronx.

Related:Krasdale Foods plans one of New York City’s largest solar projects

Other Krasdale affiliates include Alpha 1 Marketing (marketing and merchandising services for Krasdale wholesale customers C-Town, Aim, Market Fresh, Shop Smart Food Markets, Stop 1 Food Mart, and other retailers), Consolidated Supermarket Supply (third-party grocery distribution), KoolTemp Foods (frozen and refrigerated food distribution) and Waverly (financial services). Krasdale also has a private-label grocery program.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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