Heather DeLuca has 18 years of Grocery CPG experience across merchandising, procurement, category management and sales. She has a unique background in meat merchandising combining both the retailer and manufacturer lens. Heather spent 10 years with Safeway Corp. and as meat director she managed strategic planning, negotiations, assortment, promotional planning, and pricing for 1,500 stores. At Smithfield Foods, Heather led the fresh meat category leadership team, providing 50+ retailers across the U.S. with actionable, data-driven strategies and merchandising guidance as the trusted meat expert. In her current role at AWG, as VP of Corporate Meat Merchandising, Heather manages $2.5B of meat and seafood procurement and sales for 9 divisions. She has a passion for data and helping influence the shift from traditional meat merchandising towards the meat case of the future. Associated Wholesale Grocers, Inc. (AWG) is the nation’s largest cooperative food wholesaler to independently owned supermarkets, serving over 3,400 locations throughout 31 states.