Senior Vice President Fresh Category Management, Food Lion
Karen Fernald is responsible for overseeing the category management, merchandising and procurement teams in the development and execution of unique selling propositions and go-to-market strategies for 1,100+ Food Lion supermarkets, whose Dutch parent company, Ahold Delhaize, operates 21 brands and 6,500 stores in 11 countries. With deep roots at Food Lion, Karen previously served as senior vice president of Merchandising, and senior vice president of Marketing and Brand Strategy. Before Food Lion, Karen gained full-spectrum expertise with roles in retail operations, labor and productivity management, marketing and merchandising. Karen is a graduate of the University of Southern Maine, where she earned a Bachelor’s Degree in Business Management. She serves as the President of the Carolina Food Industry Council’s board and is a member of the Produce Marketing Association’s Board of Directors.
Vice President, Yiguo E-commerce Co., Ltd
Eric Li is in-charge of global sourcing and alliance for Yiguo, an e-commerce platform which sells fresh produce online. With more than 10,000 employees, Yiguo provides 20 million consumers across 300+ cities in China access to convenient and healthy perishable foods online through partnership with Alibaba, the world’s largest retailer. Expertly-versed in global business, Eric came to Yiguo with 8 years of experience in international steel trading and 5 years of consulting experience in the steel and metal industry. He also worked with multinational companies like Hyundai and DuPont, in both the US and China, with different roles in marketing, business development and strategic planning. As an entrepreneur, Eric has more than 10 years’ experience in helping startup companies excel. Eric holds a BS in Mechanical Engineering from Shanghai Jiao Tong University and an MBA from the Wharton Business School at the University of Pennsylvania. Eric also serves on the PMA Board of Directors.
Fresh Produce and Bakery Commercial Director Southeast Asia, Dairy Farm Group
Based in Singapore, Ruth is the Fresh Produce and Bakery Commercial Director for Cold Storage, the major banner for Dairy Farm Group—which is the leading food and drugstore retailer in Southeast Asia with over 6,100 outlets. She brings a unique perspective, striving to be fearlessly authentic, to challenge the status quo, and to lead in a way that empowers. In her role, Ruth calls on her wealth of global industry experience, in which she served as VP of Fresh Produce and Floral at Southeastern Grocers, led a Fresh Produce team at Coles Supermarkets in Australia—a $36bn turnaround retailer—and has held buying positions at Asda Supermarkets in the UK, and Walmart. Ruth is an active PMA Board Member who was awarded Top 40 Produce Executives Under the Age of 40 in the US. She was also an active member of the industry representative body in Australia, AusVeg.
Global Sourcing Director, Produce - Global Negotiations, Walmart
Kalica Moura is Global Sourcing Director at Walmart responsible for all Produce Joint Sourcing supporting Walmart’s international markets such as China, Japan, Chile, Argentina, Mexico, United Kingdom, Canada & Central America. Kalica joined Walmart 8+ years ago and has had roles with increasing responsibility across sourcing, private label and product development in Brazil, Chile and recently moving to USA. She is a Food Engineer from the Engineering School Mauá in Sao Paulo, with a graduate degree in Product & Process Development and is fluent in English, Spanish & Portuguese. She is the pioneer of our joint sourcing way of working to bring one voice to our international markets. Given the strategic priority of Walmart’s business in China, Kalica has been working with this market in order to develop strong partnerships with strategic suppliers to fulfill Walmart China needs and build long term relationships that can support Walmart China’s business growth in the next few years.
Senior Vice President Corporate Produce, Associated Wholesale Grocers