The new chief executive officer that GreenLine Foods Inc. has brought in sees much opportunity in persuading more Americans to consumer conveniently packaged produce.

Retail veteran Steve Michaelson began working for the Perrysburg, Ohio-based fresh-cut green bean and vegetable processor in late June.

Retail veteran joins GreenLine Foods

Michaelson


Michaelson, who most recently worked as chief marketing officer and senior vice president of brands for Supervalu Inc., Eden Prairie, Minn., has also served as president and CEO of FreshDirect Inc., Long Island City, N.Y., and has a decade’s worth of retail experience serving in senior vice president roles with Wegmans Food Markets Inc., Rochester, N.Y., and Weis Markets Inc., Sunbury, Pa., where he worked in perishables and produce merchandising.

As a retailer, he said he particularly enjoyed building sales of fresh items and encouraging consumers to consume more fresh produce.

“I love the produce business, and I love the perishables business,” he said. “Whenever I helped customers fit fresh produce in their lives, whenever I made it easier for them to get fresh produce on the dinner table, I was always rewarded with better sales. This is where consumers’ heads are. They want to consume more fresh produce and know it’s something they want to do for their families. That’s what this business is all about.”

In his two decades of retail experience, Michaelson spent most of his years at Wegmans. He also worked for companies such as Sara Lee.

GreenLine officials say Michaelson brings executive leadership in operations, marketing and management to the company that has $80 million in yearly sales.

Cutting more than 45 million pounds of green beans a year, GreenLine also sells fresh-cut wax beans, beans and carrot blends, French beans, snow peas, snap peas, lettuce, potatoes, squash and sweet potatoes.