CHIEF MERCHANDISING OFFICER
Geoff began his career with the company as a general clerk at Safeway in Burnaby, BC, in 1981. He eventually became director of Canadian produce operations for 210 stores. He held leadership roles in produce, dairy, frozen, deli/food service, produce, floral, and branded concepts at the Safeway corporate office from 2004 to 2015. In 2015, he was named senior vice president of marketing and merchandising for the Northern California Division, and in 2017, he was appointed president of the company’s Own Brands team.