New Seasons Market Our Team - New Seasons Market

Our Team

a portrait of kristi

Kristi McFarland

Co-President

As co-president, Kristi is focused on bringing the unique heritage and vision of the company forward, sharing great food with our customers, and enabling our staff to grow in their careers. She believes all of us bring something extraordinary to the table, and that lays the foundation for strong, vibrant communities and businesses.

Kristi has guided human resources at New Seasons Market as chief people officer since 2014. In addition to leading the people team, Kristi stepped into interim leadership roles supporting new stores. Before New Seasons, Kristi spent 20 years in retail, leading organizational culture and brand strategy at Peet’s Coffee & Tea, and held HR leadership roles at retailers such as the Gap, Williams-Sonoma, and Banana Republic.

Kristi cares deeply about giving everyone access to healthy food; she serves on the board of directors at Zenger Farm, a working urban farm that models, promotes, and educates about sustainable food systems, environmental stewardship, community development, and access to good food for all. When she’s not working you’ll find her out in nature, preferably where there are mountains and snow. She loves to cook for friends and family, and especially loves making delicious kitchen messes with her sisters.

As co-president, Kristi is focused on bringing the unique heritage and vision of the company forward, sharing great food with our customers, and enabling our staff to grow in their careers. She believes all of us bring something extraordinary to the table, and that lays the foundation for strong, vibrant communities and businesses. Kristi has guided human resources at New Seasons Market as chief people officer since 2014. In addition to leading the people team, Kristi stepped into interim leadership roles supporting new stores. Before New Seasons, Kristi spent 20 years in retail, leading organizational culture and brand strategy at Peet’s Coffee & Tea, and held HR leadership roles at retailers such as the Gap, Williams-Sonoma, and Banana Republic. Kristi cares deeply about giving... Read More...

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Forrest Hoffmaster

Co-President

As our co-president, Forrest is dedicated to helping our staff, their teams, and our company grow in a balanced, sustainable, and socially responsible way. That commitment extends to the mission-based organizations with whom New Seasons and New Leaf do business, and reflects his strong belief that we each have the gifts and power to create positive change in the world one community at a time.

Forrest brings 25 years of finance and accounting experience to his role. Eighteen of those years were in grocery retail, beginning with Texas-based Central Market-HEB and Whole Foods Market. Forrest joined New Seasons Market as CFO in 2016 leading finance, accounting, and technology, focused on driving value through strategic planning and organizational alignment. He became co-president in January 2018.

Forrest is a leader, mentor, and teacher on conscious business, leadership, and personal purpose. When he’s not working, you’ll find him travelling, camping, or writing. His favorite thing to eat is anything served with passion and a good story.

As our co-president, Forrest is dedicated to helping our staff, their teams, and our company grow in a balanced, sustainable, and socially responsible way. That commitment extends to the mission-based organizations with whom New Seasons and New Leaf do business, and reflects his strong belief that we each have the gifts and power to create positive change in the world one community at a time. Forrest brings 25 years of finance and accounting experience to his role. Eighteen of those years were in grocery retail, beginning with Texas-based Central Market-HEB and Whole Foods Market. Forrest joined New Seasons Market as CFO in 2016 leading finance, accounting, and technology, focused on driving value through strategic planning and organizational alignment. He became co-president in January... Read More...

a portrait of mark

Mark Law

Chief Operations Officer

Mark oversees New Seasons Market’s store operations and merchandising team. Formerly a VP of Operations for Whole Foods, Mark brings extensive experience in natural and organic grocery to the table. And it’s all hands-on: Mark’s work at Whole Foods ranged from assistant manager and store manager positions, to specialty merchandising, to VP of Purchasing—all for the company’s Rocky Mountain region. The result? Mark brings a seasoned, spot-on approach to store operations. Before Whole Foods, Mark worked in marketing and communications, which may explain both his love of the word “pithy” and his unofficial role as “catch phrase guy.” Sadly, Mark Law never went to law school—but that’s ok, because we think he rules.

Mark oversees New Seasons Market’s store operations and merchandising team. Formerly a VP of Operations for Whole Foods, Mark brings extensive experience in natural and organic grocery to the table. And it’s all hands-on: Mark’s work at Whole Foods ranged from assistant manager and store manager positions, to specialty merchandising, to VP of Purchasing—all for the company’s Rocky Mountain region. The result? Mark brings a seasoned, spot-on approach to store operations. Before Whole Foods, Mark worked in marketing and communications, which may explain both his love of the word “pithy” and his unofficial role as “catch phrase guy.” Sadly, Mark Law never went to law school—but that’s ok, because we think he rules.

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Sarah Joannides

Director of Social Responsibility

Sarah is the steward of our social cause and mission-related practices, including sustainability and developing positions on public policy issues important to us and our customers. Most importantly, Sarah ensures that New Seasons continues to be a mission-driven company, focusing on business as a force for good—serving our staff, communities, vendor partners and planet—in addition to profit. With that in mind, she led the charge for New Seasons Market’s B Corporation certification and recertification—a test we passed with flying colors, thanks to her team. Sarah’s also been instrumental in helping New Seasons Market champion certain causes—for example, testifying before Oregon’s Senate Workforce and General Government Committee about raising the state’s minimum wage. Sarah’s also the ultimate food-lover. Before she came to New Seasons, she ran an award-winning restaurant in Portland called Assaggio—and dabbles in winemaking on the side. Ok, here’s the truth: Sarah actually runs an urban winery in her garage, because she is actually part superhero. But she’s no food snob; Sarah loves herself a good Burgerville cheeseburger with a side of fries and a chocolate hazelnut shake.

Sarah is the steward of our social cause and mission-related practices, including sustainability and developing positions on public policy issues important to us and our customers. Most importantly, Sarah ensures that New Seasons continues to be a mission-driven company, focusing on business as a force for good—serving our staff, communities, vendor partners and planet—in addition to profit. With that in mind, she led the charge for New Seasons Market’s B Corporation certification and recertification—a test we passed with flying colors, thanks to her team. Sarah’s also been instrumental in helping New Seasons Market champion certain causes—for example, testifying before Oregon’s Senate Workforce and General Government Committee about raising the state’s minimum wage.... Read More...

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Dina Keenan

Chief Marketing Officer

Dina’s role at New Seasons allows her to combine the two things she loves most: storytelling and food fashion. With more than 25 years of brand building, marketing and retail experience in her (fabulous) bag, Dina oversees our marketing, PR, digital, social media, advertising, store design, packaging and creative teams. Before arriving at New Seasons, Dina was perfecting her unique background: with both client and agency side experience, she’s led marketing and brand strategies for global and national brands like Claire’s, Elizabeth Arden and Bath & Body Works. As a Senior Executive with Integer/TBWA, she led marketing for such iconic global brands as Clairol, Wella, Rite Aid, Charmin, Bounty and Pampers. Dina also has a soft spot in her heart for working on social responsibility and community projects—purposeful projects with an emotional connection. Easily the sparkly-est member of our executive team, Dina once made fourteen pound cakes on the search for the perfect recipe—which is why, if she had her own show on the Food Network, it would be called “The Fabulous Baker Girl.”

Dina’s role at New Seasons allows her to combine the two things she loves most: storytelling and food fashion. With more than 25 years of brand building, marketing and retail experience in her (fabulous) bag, Dina oversees our marketing, PR, digital, social media, advertising, store design, packaging and creative teams. Before arriving at New Seasons, Dina was perfecting her unique background: with both client and agency side experience, she’s led marketing and brand strategies for global and national brands like Claire’s, Elizabeth Arden and Bath & Body Works. As a Senior Executive with Integer/TBWA, she led marketing for such iconic global brands as Clairol, Wella, Rite Aid, Charmin, Bounty and Pampers. Dina also has a soft spot in her heart for working on social... Read More...