EXECUTIVE POSITION DESCRIPTION

CEO/GM

www.valleynaturalfoods.com

On behalf of our client, Valley Natural Foods, KeyStone Search is conducting a retained
search for a CEO/GM.
www.keystonesearch.com

105 Fifth Avenue South, Suite 512 • Minneapolis, MN 55401 • 612.375.8900 • www.keystonesearch.com
 Valley Natural Foods
CEO
Page 2

COMPANY OVERVIEW

Valley Natural Foods is a co-op located in Burnsville, Minnesota that is committed to making
eating responsibly – and truly locally – easy. They have been committed to healthy choices since
their founding in 1977 and are celebrating 40 years of creating a healthy community. Valley
Natural Foods are experts at the sustainable practices and conscious, inspirational and educational
programs it takes for shoppers, member-owners and food growers and providers in the
community to eat and live well together. 11,000 + members strong, Valley Natural Foods invites
its member-owners and shoppers alike to connect to themselves, each other and their community
to get that sense of fulfillment that comes from finding a place to belong.

Valley Natural Foods’ staff of buyers uphold criteria for product selection that reflects their
cooperative values – non-genetically engineered ingredients, no artificial flavoring or coloring,
adherence to fair trade principles, freshness and no highly refined ingredients. They always select
products locally, when available, particularly meat and produce. In their deli, all coffee is locally
roasted, organic, shade-grown and fair trade. Many of the cheeses provided are local and cooks
use as much organic ingredients as possible.

Valley Natural Foods works closely with the community to educate on healthy choices. They are
one of Midwest Food Connection’s (MFC) sponsoring co-ops. MFC is a non-profit organization
dedicated to bringing the newest methods to educate young children from a variety of area
schools about quality food and sustainable agriculture. Since 2001, Valley Natural Foods has
worked with schools in the area to inspire kids in the community to eat well. They also provide a
community garden space that provides hands-on education to the community. In 2016, the
garden housed over 50 different varieties of herbs and vegetables, more than 25 medicinal plants
and herbs and over 25 native plants to act as pollinators. All materials come from area salvage
products, creating a unique education and communal space. They also collaborate with customers
in a variety of ways to give back to the community and collect food donations year round.

As a co-op, Valley Natural Foods is trusted for living up to ethical values based on the following
principles:
 Open and voluntary membership
 Democratic member control
 Member economic participation
 Autonomy and independence
 Education, training and information
 Cooperation among cooperatives
 Concern for the community

Valley Natural Foods’ mission is a healthy community and its values are F.R.E.S.H.
F – Family
R – Relationships
E – Education
S – Sustainability
H – Health

105 Fifth Avenue South, Suite 512 • Minneapolis, MN 55401 • 612.375.8900 • www.keystonesearch.com
 Valley Natural Foods
CEO
Page 3

Valley Natural Foods’ Operating Vision to support its Mission:

 Every team member knows what is happening and how their jobs relate to the
performance of the business. Our work impacts everyone around us – every seemingly
infinitesimal action makes a difference in how the organization performs.
 A company whose customer service is governed by compassion rather than bureaucratic
policies – this takes a combination of judgement and caring. It may often be more effective
than rules and protocols and gives team members freedom to go out of their way to serve
customers.
 A dynamic learning organization with staff who are dedicated to serving others
 A staff dedicated to helping each other grow – bringing out the best in each and every
individual in the organization. It is absolutely essential that everyone is treated as an equal.
 Leadership and fellowship are practiced and developed.
 Excellent communication and listening skills are used to serve internal and external
customers.
 A place where terrific people work because they want to be part of the next phase.
 Known as an excellent source of information.

POSITION OVERVIEW

Reporting to the Board of Directors, the CEO/GM will lead all management activities and
operations of Valley Natural Foods. The CEO/GM will use a respectful, constructive and
collaborative style to help drive the organization to continue to achieve operational efficiencies,
revenue and profitability goals.

The CEO/GM is responsible for providing G.R.E.A.T. (Greet, Respond, Engage, Acknowledge, Thank)
customer service to both internal and external customers while maintaining a safe and hazard free
work environment. Valley Natural Foods’ goal is zero employee accidents. Daily duties include
providing prompt, friendly and knowledgeable service to internal and external customers, guiding
the business using VNF’s Mission and Values. Additionally, the CEO/GM is responsible for the
overall growth and performance of all VNF-owned businesses, establishing and maintaining
excellent relationships with the Board of Directors, staff at all levels, community-based partners
and public representatives.

PRIMARY RESPONSIBILITIES

The primary responsibilities for the CEO/GM include:

Strategic Planning
 With the Board of Directors
o Present annual business plan including operating, capital and cash budgets;
marketing and membership plan, and compensation packages.
o Coordinate long-range business planning

105 Fifth Avenue South, Suite 512 • Minneapolis, MN 55401 • 612.375.8900 • www.keystonesearch.com
 Valley Natural Foods
CEO
Page 4

o Plan board meeting agendas

o Abide by and achieve BOD end policies
 Oversee investigation of new business opportunities and negotiations including:
expansion, new locations, relocation and acquisition
 Ensure participation in regional and national co-op/industry organizations; occasional
travel required
 Oversee margin and labor, sales and customer service goals for all departments

Business Leadership and Communication

 Ensure VNF’s culture of service is upheld
 Champion VNF’s Mission internally and in our community. Lead by example to inspire
employee engagement and commitment to our Mission, Vision, Values and Culture
 Attract, retain, motivate and lead talented, committed leaders who are focused on
fulfilling VNF’s Mission and delivering value to their customer target
 Provide leadership and direction to Managers, setting performance objectives,
coaching and developing skills to ensure that they achieve their goals; address
underperformance quickly and decisively
 Foster a positive, caring, accountable, team-oriented environment
 Proactively and continually seek and implement innovative solutions to increase
quality, value, service and efficiency for our members and customers
 Ensure that VNF continues to be a community leader in practicing and supporting
sustainable environmental practices
 Treat people with dignity and respect and behave ethically with integrity always;
tolerate no less from others
 Clearly communicate direction, strategy and annual business goals to staff. Provide
staff with ongoing updates and identify measures of success based on plan
 Monitor business environment and competition in relation to market analysis SWOT

Finance
 Actively manage financial health, performance and budget using KPIs and
planning/analysis tools
 Prepare and present to BOD:
o Timely financial reports/analysis on performance, current operations and future
plans
o Emerging trends or threats, actions being taken or planned to manage SWOT
o Non-budgeted and emergency capital expenditures
 Work with Financial Manager to:
o Obtain financing as directed by BOD
o Prepare loan proposals and negotiate with financial institutions for favorable
terms
o Ensure financial processes, controls and systems are in place and utilized
 Through Open Book Finance model, ensure open channels for employee input and
recognition

105 Fifth Avenue South, Suite 512 • Minneapolis, MN 55401 • 612.375.8900 • www.keystonesearch.com
 Valley Natural Foods
CEO
Page 5

Human Resources
 Directly hire, oversee, evaluate and manage performance of all Support Managers
 Provide leadership and direction, setting performance objectives, coaching and
developing skills that ensure goal achievement; address underperformance quickly and
decisively
 Work with Human Resources Manager to ensure:
o Co-op has updated job descriptions, competitive wage and benefit guidelines,
orientations and on-the-job training available to all staff
o Timely performance evaluations
o Cost-effective, legal and equitable personnel policies
o An emergency CEO/GM succession plan is in place
o Guidelines are in place to plan for retention, staff development and internal
promotion of high potential and qualified employees
o A safe and healthy work environment for employees
o Mentoring as a cornerstone to the developmental philosophy of the
organization

Marketing and Membership

 Work with Marketing Manager to ensure:
o A cohesive public and in-store branded image
o Integrity of marketing strategies and advertising, company publications and
community outreach initiatives
o Increase in membership and involvement
o Ensure membership growth programs and the value proposition is defined and
communicated
o Ensure a comprehensive marketing strategy is utilized, including: analysis and
interpretation of market data, customer needs and expectations, product and
pricing positions, commitment to purchasing local, advertising and promotion
plans and the use of social media
o Ensure members receive timely communication concerning applicable business
developments, soliciting feedback as necessary
 Work with BOD and Marketing Manager to plan and coordinate co-op sponsored
public events
 Act as public spokesperson for the co-op, or delegate other staff, including written or
on-camera appearances

Operations, Systems, Safety and Compliance

 Ensure compliance with all applicable federal/state/local laws: licenses, permits, health
regulations, labor, etc.
 Ensure adequate insurance for all co-op property, assets and inventories
 Oversee expansions, moves and major remodel and repair and maintenance projects.
Negotiate leases and repairs with landlords as needed
 Work with Operations Manager and Store Systems Support to establish and maintain
maintenance, safety and security plans for all co-op property, staff and customers

105 Fifth Avenue South, Suite 512 • Minneapolis, MN 55401 • 612.375.8900 • www.keystonesearch.com
 Valley Natural Foods
CEO
Page 6

 Work with Operations Manager to ensure high-level of building, equipment and

inventory cleanliness
 Ensure IT infrastructure meets the changing business needs and adheres to security
regulations to protect the business

Other
 Perform any other task assigned by the BOD
 Attend BOD and designated industry meetings

QUALIFICATIONS

The successful candidate will have experience leading in a complex environment and will have
a background of managing an organization by thinking strategically, yet keeping a keen eye
on operations, employee satisfaction and customer relations. This individual must have a track
record of building strong mutually beneficial relationships and achieving results through
empowering people. She or he will possess a bachelor’s degree in business and/or 15 years
of related field experience, ideally in retail, grocery/co-ops, natural foods or a related industry.
MBA in Business or a related field a plus.

Other qualifications include:

 Previous accountability for financial performance and business strategy planning.
Demonstrated business acumen including strategy, finance and operations
 Strong organizational and communication skills (verbal, listening and writing)
 Ability to meet deadlines, coordinate projects and work varied hours and days
 Ability to influence others, drive innovation and change while confronting and
resolving conflict positively
 Ability to build relationships and work effectively with people from diverse cultures
and backgrounds
 Strong critical thinking and problem solving skills
 High ethical standards and personal integrity
 Demonstrated objectivity, neutrality and calmness under pressure and timely follow-
through to commitments
 Detail oriented and able to multi-task and remain flexible to the changing needs of
the business
 Strong aptitude to read financials and adapt to technology

COMPENSATION

The compensation for this position is highly competitive and consists of a base salary,
management bonus opportunity and comprehensive benefits program.

105 Fifth Avenue South, Suite 512 • Minneapolis, MN 55401 • 612.375.8900 • www.keystonesearch.com
 Valley Natural Foods
CEO
Page 7

FOR MORE INFORMATION, PLEASE CONTACT:

Bob Schoenbaum, Principal Mary Peterson, Vice President

612-375-8898 612-375-0065
bobs@keystonesearch.com maryp@keystonesearch.com

105 Fifth Avenue South · Crown Roller Mill Suite 512 · Minneapolis, MN 55401
612-375-8900 www.keystonesearch.com

105 Fifth Avenue South, Suite 512 • Minneapolis, MN 55401 • 612.375.8900 • www.keystonesearch.com