Jennifer Graff: From Cashier to Woman of the Year

What does a three-decade journey from cashier to industry leadership look like? Jennifer Graff, Director of Perishable Operations at Columbiana Foods Inc., reveals the turns and transformative experiences that shaped her remarkable career in independent grocery.

Jennifer's story begins in 1989 as a teenage cashier, moving through numerous departments—from cake decorating to video rentals (remember those?)—before finding her calling in perishables leadership. What kept her in the industry all these years? "Everybody has to eat," she explains with characteristic straightforward wisdom, "and being part of that is meaningful." Her enthusiasm for merchandising, creativity, and the constant evolution of grocery retail shines throughout our conversation.

Beyond her professional achievements, including being named Woman of the Year in 2020, Jennifer reveals how community service has enriched both her life and leadership style. From volunteering at food banks with her family to coaching cheerleading, these experiences translate directly to mentoring her teams. The podcast explores how Jennifer balances business objectives with meaningful community impact—a hallmark of successful independent grocers.

Perhaps most fascinating is Jennifer's passionate advocacy work, including hosting congressional representatives in-store where they bag groceries, make pizza, and connect directly with shoppers. "They're surprised by what goes into our businesses," she notes, explaining how these raw, authentic conversations drive real policy change that benefits both retailers and consumers.

Looking toward grocery's future, Jennifer shares her excitement about emerging technologies and trends while offering candid advice for industry newcomers: "Be patient. Nothing happens overnight." Her personal philosophy—"It's more than just groceries, it's a lifestyle"—perfectly captures the profound way food brings people together in an increasingly disconnected world.

Ready to be inspired by one woman's remarkable journey through the grocery industry? Listen now and discover what happens when passion for food, community, and leadership converge.

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Host: Kristin Popp
Producer: Rachael Melot

Episode Transcript

Speaker 1 (00:00):
Welcome to Grocery From Her Seat.
The WGA podcast, offering aunique perspective as seen
through the eyes of remarkablewomen who shape and lead in the
independent grocery industry.
Your host, Kristen Popp,president of WGA, will bring you
exclusive stories and insightsfrom the women serving our
industry, From presidents toCEOs, to entrepreneurs and

(00:22):
students.
This podcast is your source ofinformation.
Now listen, take notes andwelcome Kristen Popp.

Speaker 2 (00:34):
I am your host, kristen Popp, and today I have
the opportunity to chat withJennifer Graff, director of
Perishable Operations withColumbiana Foods Inc.
Welcome to Grocery from yourSeat, jennifer, and thank you so
very much for sharing your timewith us today.
Thank you, kristen, for havingme on.
Jennifer, let's talk about howyou got involved in the industry
.

Speaker 3 (00:52):
I started as a cashier in 89.
I worked my way through thestore and I learned our deli and
our bakery cake decorating,floral prep foods video.
That's back when the stores hadvideos right.
We used to have Little Eagle'sNest, which were daycares.
I got promoted to director ofparents' corporations around

(01:13):
2012.
I got more involved with NGAand WGA around 2014.
I became more involved with WGAwhen they switched their agenda
to learning in more femaleempowerment and celebrating
women in the industry.
I think a big part of that,kristen, is the networking that
helped me with my growth in myleadership.

Speaker 2 (01:31):
I think that's a great call out on the networking
and the impact that that canhave.

Speaker 3 (01:35):
For me it's a big thing.
You know, I tell everybodytalking to people like myself
who's in the same situation andwe're up against the same
problems.

Speaker 2 (01:46):
you know it just makes you feel a little bit like
oh, because it's not just meand in this industry together,
You've been in the industry fora little bit and you kind of
worked your way to where you aretoday and navigated through
different positions andeverything.
So, along your journey, whathas inspired you to continue

(02:06):
your career and remain in theindustry?
I think?

Speaker 3 (02:09):
just knowing that everybody has to eat and being
part of that.
In this industry, like I saidearlier, everything's changing.
I love change, I love beingcreative and I like using my
outlet of creativity andmerchandising with my teams as
well.
I mean, I say it every day.
We get to service our community.
We do one of the best jobs inthe world, right?
Everybody has to eat, so wemake sure that we're feeding

(02:30):
them wholesome, healthy foodsthat we're preparing in our
stores, as well as that we'reselling in our stores.

Speaker 2 (02:36):
That's a good call-out that you number one.

Speaker 3 (02:39):
You like change, so you're working in a very dynamic
, diverse industry and thennumber two, that you like to be
creative, Absolutely, I mean.
My team will tell you I'll bethe first one.
I love being down on the salesfloor for Valentine's Day and
working with the staff andMother's Day and talking to the
customers and selling and justhelping them, you know, fulfill

(03:00):
their needs.

Speaker 2 (03:01):
So, Jennifer, as we prep for the conversation today,
you shared something that's noton your resume but something
that you are really proud of.
Can you share what that is andthe impact that that has had on
you?
I?

Speaker 3 (03:13):
would say giving back locally, which is like our
Akron Children's Hospital andlike Joni Abdu Breast Care
Center, like our local food bankand then, but like I know, I
brought my daughter and we wentand volunteered to my husband
One time we volunteered packingup cereal, which was super cool
and it also teaches yourchildren to give back.
We had staff come in throughoutthe day as well.

(03:34):
I also did a walk for alltimers and I also coached
cheerleading at our local schoolfor four years and use a lot of
your work aspects of coachingpeople and mentoring people, but
when you're dealing with youngpeople, it's a little different
aspect.

Speaker 2 (03:50):
I'm sure your children will remember that
throughout their lives, on theimportance of giving back and
how they can make an impact insomebody else's life by doing
that and being a part of giving.

Speaker 3 (04:02):
You know.
I hope that they do see thevalue in that as they get older
and age.

Speaker 2 (04:09):
So, as we shift, jennifer, I can't miss an
opportunity to highlight one ofthe key milestones
achievementally from 2020.

Speaker 3 (04:15):
I was named Woman of the Year, which I'm very proud
to say that it does show mydaughters that anything is
possible when you put your mindto it.

Speaker 2 (04:25):
It does show my daughters that anything is
possible when you put your mindto it, and it shows young women
in our industry and in ourstores that, when you put your
mind to something, what you canachieve Absolutely and
congratulations on that award.
It's absolutely well deserved.
Throughout our careers,jennifer, we have opportunities
to connect with many, especiallyin our industry, which is so
driven by relationships, as wetouched on earlier.
Are you able to share, or doyou have some individuals

(04:46):
throughout your journey who haveleft a lasting impact on you
and, if so, in what way havethey impacted you?

Speaker 3 (04:51):
Yeah, we were talking about networking earlier, right
and Beverly Lynch.
I met Beverly at the NGA showone year and we got talking
about networking and growth andshe inspired me to you know
never stop learning and howimportant it was for networking
with people my sister-in-law,cheryl Shardle-Graff.
She also showed and taught me alot of leadership skills and

(05:13):
how to stand up for my boys andshe empowered me to be a very
strong leader.
She was always evolving ourprograms in our company.
She supported me througheverything, every program I may
want to do with my team.
And then, last but probably notleast, is being my husband,
because he showed me how to be atough leader and the importance
of the political advocacy thatwe both are involved in.

(05:36):
Today.
I learn something every daywhen we go to those DC meetings
and talk to the NGA staff aboutwhat's happening and how it's
affecting our company every day.

Speaker 2 (05:49):
A couple of call-outs there.
So, Bob Lynch, the importanceof continuing to learn and the
opportunity to learn from othersand the importance of that and
what we share in thosenetworking conversations is so
important and so impactful towho we are.
And then the work that you andyour husband do and the advocacy
meetings.
Can you share a little bitfurther on what impact you've

(06:10):
seen or why you believe those soimportant?

Speaker 3 (06:13):
I think lots of times your politicians don't really
understand what goes into ourbusinesses and how surprised
they are by the.
You know the numbers and theinformation that we give them.

Speaker 2 (06:26):
Creating awareness.
When you're talking torepresentatives, there's an
awareness of what is from ahigher level, but when you're
able to get into the weeds andhow it impacts on a day-to-day
business and the story of how itimpacts the consumer at the
register, and I think those aresuch powerful conversations to
have with representatives tobring awareness and once they

(06:50):
start kind of hearing the in theweeds conversations and stories
and impacts, that really drivessome change, real raw
conversations about how we canmove forward and really look at
things in a different light.
Yeah, absolutely, and I knowyou and Ron, your husband, do
participate in the fly-in andthe executive conference and the

(07:12):
hill visits and everything.
There's also opportunities atthe local level to have those
conversations and store visits.
Have you participated in any ofthose or had the opportunity to
do that?

Speaker 3 (07:24):
Yeah, we actually did one last year.
We actually had our congressmanin and he bagged groceries,
made pizza with us.
He worked in our deli, hetalked to our customers.
It was a great experience andit's good for them to see what's
happening in the communitiesthat they're servicing.

Speaker 2 (07:40):
Yeah, I think that really leaves an impact and lets
them see things through adifferent lens as we look at the
industry today.
Jennifer 2025 as a whole, whatdo you feel we should be keeping
an eye on right now?

Speaker 3 (07:53):
I'd say, change automation technology, those
type of things.

Speaker 2 (07:58):
Anything specific with technology.

Speaker 3 (08:00):
We use the AI now.
It's going to get interestingto see what chat GBT is going to
do for the industry and maybehelp us.
I'm more interested to see howthat's going to expand.

Speaker 2 (08:11):
I am as well, and how we can utilize it most
effectively in what we do.
What excites you the most,Jennifer, about the future of
the industry?

Speaker 3 (08:20):
I think what excites me the most are the new trends.
Every day I'm looking for newtrends and what's coming.
Like I said earlier, I meantechnology isn't really my best
friend.
I accept it.
I look forward to using it andlearning new skills, because I
love learning and I love changebut I think more the new trends,
and every time I look at anemail and there's a new product

(08:40):
coming out, I'm like calling themanager when are we getting
that, you know?
So those are the things that Ilook forward to.

Speaker 2 (08:47):
It is ever-changing landscape when it comes to
trends and forward-looking, soI'll also join you in excitement
to see what that looks like inthe upcoming year.
Jennifer, what advice do youhave for someone that's aspiring
to join or advance their careerif they're already in the
industry, I'd say just bepatient.

Speaker 3 (09:06):
You know nothing happens overnight.
Ask questions, but it's worthwaiting and being able to
service your communities andgiving back.
And there's so many jobopportunities in the grocery
industry which I think a lot ofpeople just don't realize If
you're not aware of everythingthat goes into getting food to
shelf.

Speaker 2 (09:23):
If you're not aware of everything that goes into
getting food to shelf, tounderstand the magnitude of
opportunities and career pathsin the grocery industry is
endless.
But if you're not in it youdon't necessarily understand
that right.
So the landscape ofopportunities is abundant.
Oh yeah, absolutely.
Is there any advice thatsomebody has given you along
your journey that has stuck withyou?

Speaker 3 (09:45):
I would say the advice would be back to just
networking and being involved.

Speaker 2 (09:50):
Jennifer, as we look to wrap up today, I have a
question.
One final question for you.
If you were writing a book orcreating a podcast about the
industry today, what would thetitle be?

Speaker 3 (10:01):
It is more than just groceries, it's a lifestyle, and
I know that's so broad.
I think of this because I thinkeveryone has to sit down
together and eat a meal.
I think it's the time that youcan have a real conversation
with your children and yourfamily.
Sometimes we just get sowrapped up in everyday life
social media, our phones, righttechnology.
It's nice just to slow down,enjoy a meal with people that

(10:23):
you love.
Not only that, I think it couldeven be, you know, a meal on a
Sunday with your family orfriends over for wine and
charcuterie, but just thinkabout the impact that food bring
people together.
To me, that is so important.

Speaker 2 (10:37):
I love it.
I think it'd be fantastic.
Jennifer, I thank you so verymuch for sharing your time and
your thoughts with us today.
I appreciate you, your storyand your contribution to the
industry.
Thank you for your valuableinsights and I look forward to
watching you continue to make adifference in all you do.

Speaker 3 (10:53):
Thank you, Kristen, for having me.
Of course, I appreciateeverything you do and you also
inspire me.

Speaker 2 (10:59):
Oh well, thank you.
I appreciate that To our guests.
Thank you so much for tuning into today's episode.
We hope you enjoyed thediscussion as much as we did.
If you found value, be sure tosubscribe to the podcast and
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Until next time, keep making adifference in all you do.

Speaker 1 (11:21):
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subscribe, leave a five-starreview and share with a friend.
If you have a suggestion for aguest from the industry, mention
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Episodes are released everyother week and they are
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No-transcript no-transcript.

Speaker 2 (26:03):
Director of Perishable Operations with
Columbia.
Shoot Columbia.
Say it again Columbiana,columbiana.
Let me spell this out.
I want to keep sayingColumbiana.
Let me spell this out, I wantto keep saying Columbiana.

Speaker 3 (26:21):
I know yeah, Columbiana.

Speaker 2 (26:31):
Okay, we're going to try this again.
It wasn't supposed to be methat's having the problem.
All right, ready, yep.