Grocery Outlet Names New CEO

Grocery Outlet has a new president and CEO as Jason Potter has been named to the company’s top spot, effective February 3. He will also join the company’s board of directors. 

Potter joins Grocery Outlet from The Fresh Market, where he served as CEO and a board member since 2020. Prior, he spent 26 years with Sobeys, Inc., a national grocery retailer in Canada, where he oversaw a store base of more than 1,500 stores under several banners with more than $12 billion in revenues. At Sobeys, he served in a variety of operational and leadership roles, including executive vice president of Operations, president of Sobeys West, president of Sobeys Atlantic, and president of Multi-Format Operations.

“I could not be more excited to join Grocery Outlet,” Potter said. “With a clear mission of saving people money and a unique model that combines national buying power with local independent operators for the ultimate treasure hunt shopping experience, Grocery Outlet is a differentiated concept with a tremendous growth opportunity. I understand what it takes to lead and scale this business and look forward to working with the team and our local independent operators to reach Grocery Outlet’s full potential.”

Potter succeeds Eric J. Lindberg, Jr., who has served as interim president and CEO since October 2024. Lindberg also serves as chairman of the board and will continue in that capacity after Potter joins the company.