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What’s On My Plate
Ever wonder what it takes to get the products you love on our shelves and in our coolers? It’s not quite as simple as you might think; there are steps and more steps, people and jobs and more that go into the process. It all starts with our team of Category Managers, better known as CMs.
Theirs is a job that entails meticulous detail, a love of food, understanding trends, deep dives into the industry, travel to trade shows, working with distributors and manufacturers, and keeping our shelves filled with the most interesting, tasty products that meet our ingredient standards. NO easy task!
Our CM team of 7 covers all these bases: grocery, produce, meat/seafood, wine/beer, frozen/refrigerated, housewares, cheese, bread, café, wellness, body care, and bulk. Heading up the entire project is Paul Hoffman, our VP of Purchasing. His dedicated, smart, fun, and magical team curates every single product in our stores.
Think about it; we have over 28,000 products in our stores. Amazing! Along with endlessly searching for new, great products and working with companies to drive the deals that ensure the best pricing, our CMs have to fit our high ingredient standards into their work.
Why do we have these standards? A bunch of years ago we decided that one of the reasons guests like to shop here is that you TRUST us. And trust in food meant deciding that some ingredients did not engender that feeling. There were some popular old standbys that had to go. We took a leap of faith that you all would forgive us for getting rid of those old favorites … and you did! Our dedication to innovation and community-building in the grocery space was recently acknowledged with a UNFI Circle of Excellence Award, and we are so grateful for this recognition!
Let’s speak with the team to learn more.
Paul Hoffman, VP of Purchasing:
At Healthy Living, we believe that the products we offer are more than just items on a shelf—they’re an extension of our commitment to wellness, sustainability, and community. Every product you find in our stores has been thoughtfully curated to align with these core values, ensuring that your shopping experience is as healthful and ethical as possible.
Our process begins with careful research. We partner with brands large and small, near and far, that prioritize natural, organic, and clean ingredients, steering clear of artificial additives, harmful chemicals, and GMOs. We dig deep into sourcing practices, ensuring that the products we select not only nourish our guests’ bodies but also respect the planet. Sustainable farming, ethical labor practices, and environmentally friendly packaging are priorities for us.
Continuing the good work of our founder, Katy, we take great pride in working with hundreds of local and regional producers—celebrating the incredible work of farmers, bakers, makers, and artisans in our communities. By supporting these small businesses, we not only reduce our carbon footprint but also foster economic growth and connection within our neighborhoods.
Transparency is at the heart of what we do. We rigorously vet every product to ensure it meets our standards, and we’re proud to share that information with our guests—many of whom have brought these products to our attention over the years. Whether it’s a label boasting organic certification, a story about a local farmer, or clear allergy-friendly designations, we strive to empower our guests with the knowledge needed to make informed decisions for themselves and their families.
Finally, we’re guided by our guests’ needs and preferences. Through guest feedback and market research trends, scouring local and regional markets, and flying off to distant farms and trade shows, we’re constantly evolving to bring you the latest innovations in health and wellness while staying true to our values. From nutrient-dense superfoods to eco-friendly household items, every product we stock is chosen with intention, so you can shop with confidence.
At Healthy Living, curating our selection is more than a business practice—it’s a reflection of our dedication to a healthier, happier world. One product at a time, we aim to inspire better living for all.
Paul, did you aim to make me cry? That is a beautiful testament to who we are, what we do, and what we're up to here at HL. Here’s one more of our amazing CMs, EN May:
EN May, Category Manager, Center Store:
I’m responsible for sourcing and curating the products in what’s called “Center Store,” where you’ll find everything from local maple syrup to canned goods, chocolate bars, and tinned fish to name a few. I also curate our selection in the Bulk Department. All together, I manage around 6,000 SKUs between all Healthy Living locations. I am also responsible for the pricing and promotional strategy that help drive the business in those categories.
Here’s a product I love: Loisa Recaito Latin Cooking Sauce. This vegan and gluten free sauce is incredibly vibrant and herbaceous. The culantro, cilantro, and oregano shine with the help of apple cider vinegar. I've used it to enhance salmon, chicken, and most often my egg burritos in the morning!
BACK TO KATY:
6,000 SKU’s? Amazing! By the way, maybe you’re wondering what IS an SKU? It stands for “stock keeping unit” and it’s a number that we and all retailers assign to products to keep track of our inventory. Every single product has an SKU, even if that product has different colors or sizes. Lastly, let’s check in with another talented CM, Seth:
Seth Walker, Category Manager, VRefrigerated:
My responsibility focuses on sourcing and curating the products found in the refrigerated, frozen, bread, and cheese departments. This includes local bread and cheese, milk, eggs, ice cream, and everything frozen.
I manage around 3,000 or more products between all of our stores. I also set the pricing, shelf placement, conduct performance analytics, rest of market comparative analysis, manage vendor and brand relationships, promotional planning, and work in conjunction with our marketing, business intelligence, and operations teams to help guide the success of these items and enhance the guest experience.
One product I love is Jonny Pops. Special shout out to the sugar-free variety, which has become an afterschool ritual for my kids.
BACK TO KATY:
Thanks, Seth! You’ve shown us how complex the job is.
It’s so important to me that guests understand that every can of tomatoes, every bottle of supplements, every mushroom, every product coming out of our kitchens, etc. gets an incredible amount of thought and attention. And after the CMs get done with their curation, our other teams do their share of the complex work. More on those teams in upcoming emails!
Thanks for reading, listening, and understanding the work that goes on behind the scenes at Healthy Living.
Katy
