New Seasons Market Our Team - New Seasons Market

Our Team

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Wendy Collie

President & CEO

Wendy brings a deep understanding of retail, customer service, operations, employee education, training and community-building to New Seasons Market. Prior to arriving at New Seasons, Wendy held a senior executive leadership role at Knowledge Universe—and before that, she worked for a small retail organization called Starbucks Coffee Company (Well, when she started there in 1992 it was relatively small). Staunchly dedicated to and passionate about New Seasons Market’s mission and values, Wendy uses those as her daily compass, guiding the company toward cultivating good for generations to come. In her spare time, Wendy is the mother of two boys and a committed volunteer, including serving on the board of The Greenleaf Institute, an international nonprofit focused on helping social purpose organizations cultivate leaders and opportunities. In other news, Wendy is embarrassed to admit that she hated Brussels sprouts until she moved to Portland, where we opened her eyes to their greatness. Today, she’s proud to announce that she’s officially a Brussels Sprout aficionado—and we’re proud to call her our #ladyboss

Wendy brings a deep understanding of retail, customer service, operations, employee education, training and community-building to New Seasons Market. Prior to arriving at New Seasons, Wendy held a senior executive leadership role at Knowledge Universe—and before that, she worked for a small retail organization called Starbucks Coffee Company (Well, when she started there in 1992 it was relatively small). Staunchly dedicated to and passionate about New Seasons Market’s mission and values, Wendy uses those as her daily compass, guiding the company toward cultivating good for generations to come. In her spare time, Wendy is the mother of two boys and a committed volunteer, including serving on the board of The Greenleaf Institute, an international nonprofit focused on helping social... Read More...

a portrait of mark

Mark Law

Chief Operations Officer & Interim Merchandising Director

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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Forrest Hoffmaster

Chief Financial Officer

Let’s do some math: If CFO Forrest Hoffmaster has 23 years of experience in finance and accounting, 17 of which have been with grocery retail, how much do we love him? Turns out we love him a bunch—a quantifiable term here at New Seasons Market. Forrest comes to us from Whole Foods Market, where he led the finance and technology teams serving 90 retail locations in Austin, LA and Boulder. His favorite part about being CFO? The ability to help co-create the technology, tools and insight that empower decision making at all levels. Forrest harbors a deep connection to food—which began as a child, when he would walk the farmer’s market with his grandfather—but harbors an inexplicable (or very explainable, if you ask us) weakness for French Fries. Also, he loves running, and will not hold it against you if you scream “RUN FORREST, RUN” during his daily jog, because he’s a kind, accepting guy.

Let’s do some math: If CFO Forrest Hoffmaster has 23 years of experience in finance and accounting, 17 of which have been with grocery retail, how much do we love him? Turns out we love him a bunch—a quantifiable term here at New Seasons Market. Forrest comes to us from Whole Foods Market, where he led the finance and technology teams serving 90 retail locations in Austin, LA and Boulder. His favorite part about being CFO? The ability to help co-create the technology, tools and insight that empower decision making at all levels. Forrest harbors a deep connection to food—which began as a child, when he would walk the farmer’s market with his grandfather—but harbors an inexplicable (or very explainable, if you ask us) weakness for French Fries. Also, he loves running, and will not... Read More...

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Kristi McFarland

Chief People Officer

As our Chief People Officer, Kristi is in charge of protecting and maintaining the New Seasons culture, ensuring that people can grow—and foster their full potential in support of the company’s mission. Kristi brings more than 20 years of human resources experience to New Seasons, building strong company cultures, recruiting top talent, developing people and helping create a great customer experience. Before New Seasons, Kristi was leading human resources at Peet’s Coffee & Tea, and has also held HR leadership roles at many top brands such as the Gap, Williams-Sonoma and Banana Republic. In her spare time, Kristi is a seasoned yogini, and loves all things outdoors—especially when snow is involved. Speaking of snow, Kristi spends her holidays in Vermont with her family, where she indulges in her favorite meal of all time: cinnamon maple sugar pancakes. So it’s safe to say she has a bit of a sweet tooth.

As our Chief People Officer, Kristi is in charge of protecting and maintaining the New Seasons culture, ensuring that people can grow—and foster their full potential in support of the company’s mission. Kristi brings more than 20 years of human resources experience to New Seasons, building strong company cultures, recruiting top talent, developing people and helping create a great customer experience. Before New Seasons, Kristi was leading human resources at Peet’s Coffee & Tea, and has also held HR leadership roles at many top brands such as the Gap, Williams-Sonoma and Banana Republic. In her spare time, Kristi is a seasoned yogini, and loves all things outdoors—especially when snow is involved. Speaking of snow, Kristi spends her holidays in Vermont with her family, where... Read More...

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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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Jerry Chevassus

Chief Development Officer

As Chief Development Officer for New Seasons Market, Jerry leads our construction and development teams, playing a key strategic role in store planning, real estate, site design, construction and maintenance. Before joining New Seasons Market, Jerry spent 25 years at another well-known Pacific Northwest retailer: REI—where in his most recent role of Vice President of Real Estate, Jerry opened more than 70 stores, growing the co-op to more than 100 retail locations. In his spare time, Jerry is what we call a master home brewer. As in: he once beat out 40 other contestants for first prize in a home-brewing contest with a batch of seasonal suds, appropriately named “Elf-eweizen.” Also, Jerry still wears REI clothing on the daily, which is cool, because working at New Seasons is totally an adventure.

As Chief Development Officer for New Seasons Market, Jerry leads our construction and development teams, playing a key strategic role in store planning, real estate, site design, construction and maintenance. Before joining New Seasons Market, Jerry spent 25 years at another well-known Pacific Northwest retailer: REI—where in his most recent role of Vice President of Real Estate, Jerry opened more than 70 stores, growing the co-op to more than 100 retail locations. In his spare time, Jerry is what we call a master home brewer. As in: he once beat out 40 other contestants for first prize in a home-brewing contest with a batch of seasonal suds, appropriately named “Elf-eweizen.” Also, Jerry still wears REI clothing on the daily, which is cool, because working at New Seasons is totally... 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...