Festival Foods Names New Finance VP

Regional grocer Festival Foods has promoted Crystal Seiler to the role of vice president of Finance.

She joined the company in 2020 as finance director, bringing with her more than 15 years of experience. Recently, Seiler was named a Rising Star as part of Progressive Grocer’s Top Women in Grocery awards. Progressive Grocer is a sister publication of Store Brands.

According to Festival Foods, Seiler has made significant contributions including spearheading the transformation of finance and accounting functions to deliver precise and insightful financial information. She also led the team to select, trial, and pilot cash recyclers and holds a key leadership position in the implementation of Symphony Retail AI for Festival Foods.

In her new role, Seiler will play a critical role in constructing and leading financial strategies to continue the success of Festival Foods.

“Crystal’s promotion is the result of the positive impact she’s made on our company thus far, and I’m confident she will continue to contribute to our financial strategies and the continued success of our organization,” said Kirk Stoa, executive vice president and chief financial officer at Festival Foods. 

Based in De Pere, Wis., the grocer operates 40 full-service supermarkets across Wisconsin and employs more than 8,000 full- and part-time associates.