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IDDBA 2023 Champions of Change

Felix Coronado

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Felix Coronado
Photo courtesy of IDDBA winner

TECHNICAL SALES SPECIALIST, HUSSMANN CORPORATION

What makes Felix a Champion of Change?

Felix is a true innovator. He has brought forth multiple merchandising solutions, some of which are patented, that have created flexibility in displays, serviceability for cleaning, and ergonomic design for store personnel to properly engage the consumers. Just as important, Felix treats the small independent the same as a large, regional retailer. He listens, observes, and uses his past experiences to recommend solutions for that retailer, so they, too, stand out among the competition.

What makes Felix an effective leader?

Felix uses his years of experience and multitude of pictures to help retailers better understand the trends of the industry, both in North America and abroad. Through these conversations, retailers are better informed on new ways to display products (ice or no ice in seafood; shelving vs. steps in deli, and even service to self-service cases), all in an effort to improve stores, making Felix a “go-to” person in our industry.

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