2021 Gelson's Anniversary, Nelson WEOY

The Shelby Report of the West Celebrates

Hee-Sook Nelson

2021 West Executive Woman of the Year

This month, The Shelby Report of the West takes great pleasure in helping Gelson’s Markets celebrate its 70th anniversary. The Southern California-based chain features 27 stores throughout the region.

In addition, we honor Hee-Sook Nelson, the company’s VP of team development and public affairs, as our West Executive Woman of the Year.

Nelson’s been with Gelson’s for 32 years, having worked her way up from checker. She also is extremely involved in the industry, chairing the board of directors for the California Grocers Association while also pursuing her master’s degree at the University of Southern California Marshall Food Industry Leadership Program.

Addressing the company’s milestone, CEO Rob McDougall said he can’t help but think of all of the grocery stores that have come and gone during that time.

“When I think of 70 years competing in Southern California, I just think it’s a huge milestone. It’s a huge testament to the Gelson’s brothers who started the company 70 years ago,” he said. “And they were really focused on giving the best service and the best quality.”

That vision continues with the next generation of Gelson’s Markets with ongoing store renovations. Learn much more about the company and Nelson in this special section.

Grocery chain continues with quality, customer service

CEO: Vendors, partners must meet its high expectations

Bob Reeves, EVP and West regional manager for Shelby Publishing, recently visited with Gelson’s CEO Rob McDougall to discuss the Southern California grocer’s 70th anniversary. The two also toured the Gelson’s Market in Rancho Mirage. What follows is excerpts from their conversation.

When asked what the company’s 70-year milestone means to CEO Rob McDougall, he thinks of all of the grocery stores that have come and gone throughout the region.

“When I think of 70 years competing in Southern California, I just think it’s a huge milestone. It’s a huge testament to the Gelson’s brothers who started the company 70 years ago,” he said. “And they were really focused on giving the best service and the best quality.”

That vision continues with the next generation of Gelson’s Markets with ongoing store renovations.

The company has been on a remodel kick since 2014 for all of its 27 stores (about four remodels remain). The new-look stores continue to abide by Gelson’s pillars, which are quality products and people, cleanliness, convenience and personalized service.

“I feel like in the last 10 years, and probably in the last several years, we have really made strides to grow

and rebrand and really just stay current,” said Hee-Sook Nelson, VP of team development and public affairs.

Uplifting the customer experience has been key as well, with amenities such as wine and sushi bars. Gelson’s also takes it a step further to train employees to become wine and cheese specialists in the store.

“We want our people to be armed with knowledge so that when our customers come to us, we have the expertise,” Nelson said.

In regard to merchandising, one of the common themes across all of the remodels has been highlighting fresh as shoppers enter a store. Hitting them with fresh and quality is top priority and customers understand the value they’re getting, according to McDougall.

“Part of the secret sauce for Gelson’s is that we

connect well with the customers who really want quality,” McDougall said. “If they want lower prices, there’s plenty of choices around there. And I don’t want to play in that game…the reason the value equations met with them is because we have the service with the quality. So the prices then match up.”

The service comes from maintaining a culture of happy employees who have been there, in some cases, for 20 to 40 years.

“We do a lot for our employees…our belief is that if the employees are happy – and they feel taken care of and they feel like this is their store – they’ll take better care of the customers,” McDougall said.

Please see page 28

Rob McDougall

Won’t budge on quality

Along with service, McDougall emphasizes that Gelson’s will not budge on quality products, even if that means not being able to carry certain foods all the time.

“There’s times we don’t have certain things. Because if it’s available but the quality is not there, it’s not worth it to have it. So we’ve got to have the best quality across the board.”

McDougall noted the No. 1-selling pasta sauce at competitors is different than at Gelson’s, where it’s Rao’s.

“The idea of our customers, they don’t want [low cost], they want selection. We’ve got really unique things…we don’t do private label as a lowest price,” he said. “We do private label to match our brand. And our brand involves price, because the customers expect the best quality if it has Gelson’s on there. We can’t fudge on that.”

There are many differentiators that come to mind for McDougall when walking around his stores. You’ll find a service desk by the front, which serves as a designated place for customers with questions or returns.

McDougall also wants customers to walk in and see fresh displays, even if they include some unconventional methods.

Every Gelson’s store varies per its hyperlocal offerings as well. So the Santa Barbara location will consist of many local wines, while the San Diego location may have many local craft beers.

When entering the service deli, customers will find that 80 percent of the items are made in house at Gelson’s. “Unlike the other retailers, we have a kitchen in every store,” McDougall said. “We’re not bringing in from a commissary. They’re making all of that stuff here in this house. That’s why it’s fresh. And that’s why customers want it.”

McDougall said they have the same expectations for service and quality with any of their outside vendors.

“Even if it’s a sample company coming in for the weekend, they have to dress appropriately and they have to be great with customers,” McDougall said. “It’s the same thing with sushi, same thing with our bakeries that we outsource. We’re on top of it. And they know that we have high expectations – they have to meet that.”

Eric Pereira, content creator, contributed to this article.

McDougall credits a team of produce buyers who will not compromise on standards.

“The idea is I’d rather not have corn if the corn is not good right now. I’d rather not have a green grape if the green grapes aren’t good,” he said. “…We’re not afraid to just say we don’t have it.”

Customers accepting higher prices also is reflected in the national brands sold at Gelson’s. As an example,

“I do look at wine as a fresh department. And you say, ‘Well, wine isn’t fresh.’ But the studies that we’ve done show that the customers who buy wine have a much bigger basket size, not counting the wine that’s in the basket,” he explained.

“Because they see themselves…as kind of the weekend foodies, maybe barbecuing and having a nice bottle of wine, but you want to entertain. And that’s what we’re all about. We want to be in the center of everyone’s entertainment life.”

Gelson’s Markets acquired by PPIH

Deal includes 27 specialty grocery stores in So. Calif.

In February, Pan Pacific International Holdings and TPG Capital entered into a definitive agreement pursuant to which PPIH acquired Gelson’s Markets, a Southern California-based supermarket chain, from TPG Capital.

The deal closed in the second quarter of 2021 and was subject to customary closing conditions. TPG Capital is the private equity platform of global alternative asset firm TPG.

“We have long appreciated TPG’s understanding of the Gelson’s brand and its strong support over the past seven years, from financing newly built and acquired stores to investing in our Santa Fe Springs distribution center,” said Rob McDougall, president and CEO of Gelson’s.

“As we look to the future, we are excited about opportunities for new growth and partnerships under PPIH, while remaining focused on our longtime commitment to the highest standards of quality, value and unsurpassed customer service. PPIH leadership has visited every one of our locations and has been incredibly complimentary of our stores and teams, as well as our customer service philosophy.”

PPIH is a global retailer with 638 international stores, 582 of them in Japan. The company was founded more than 40 years ago by entrepreneur and innovator Takao Yasuda and is known for its famous Don Quijote store brand. PPIH also operates stores in the U.S. in Hawaii and California, as well as in Singapore, Hong Kong, Thailand and Taiwan.

“We strongly respect Gelson’s brand and history of 70 years known as a premium supermarket chain in the U.S.,” said Naoki Yoshida, president and CEO of PPIH.

“We have set our footprint in the state of California when we acquired Marukai Corporation in 2013, and we look forward to expanding our presence in California and dedicating ourselves to satisfying customers who value quality products, cleanliness, convenience and personal service.”

Gelson’s was acquired by TPG Capital in 2014. The brand has grown over the seven-year partnership, expanding its footprint from 17 to 27 stores from Santa Barbara to San Diego.

During this time, Consumer Reports ranked Gelson’s No. 1 in the West and No. 4 in the nation among 96 U.S. grocery brands. Established in 1951, Gelson’s will celebrate its 70th anniversary this coming July.

“We are incredibly proud of all we’ve accomplished with Rob and the Gelson’s team over the past seven years,” said Paul Hackwell, partner at TPG Capital. “Together, we’ve been able to meaningfully grow Gelson’s footprint while maintaining the qualities that make the brand so special – its expansive but localized offering, focus on quality and freshness, and unwavering commitment to customer service.

“We thank the entire Gelson’s team for their partnership and wish them continued success as they enter their exciting next chapter with PPIH.”

Moelis & Company is acting as exclusive financial

advisor to Gelson’s in connection with this transaction, while Ropes & Gray LLP is acting as legal advisor to Gelson’s and TPG Capital. SMBC Nikko Securities Inc. is acting as financial advisor to PPIH, and Cooley LLP is acting as PPIH’s legal advisor.

Gelson’s currently operates 27 full-service specialty grocery stores in Southern California. Each market features the full amenities of a traditional supermarket, with the local flavor of a neighborhood market.

Based in Encino, California, Gelson’s in-house experts know Southern California’s lifestyle and are driven to find only the best foods and exclusive values for their customers.

Gelson’s is known for flavorful, hand-selected produce, the best and freshest cuts of meat and seafood and chef-prepared signature recipes.

Company has grown throughout region over the years

Staying true to roots, each of the markets celebrate local flavor of their communities

Bernie and Eugene Gelson opened the first Gelson’s store in Burbank, California, on July 25, 1951. Bernie and Eugene had spent much of their youth in their parents’ grocery store in Iowa, where they learned the importance of exemplary customer service – giving every shopper the best in quality, selection and value.

The Gelson brothers had moved to Los Angeles with their parents 14 years earlier and helped to run a store in Garvey before purchasing a small market of their own in the San Fernando Valley. But they were not content operating a smaller store.

The 25,000-square-foot store the brothers opened in Burbank was modern in design. The market’s front was glass instead of cement, an industry first. It was completely air-conditioned and heated.

Special fixtures in all departments afforded ample display of the high-quality items Gelson’s carried.

Spacious aisles – which would become a Gelson’s hallmark – and large shopping carts were available to make shoppers’ trips better.

The first Gelson’s also set the stage for what would become Gelson’s tradition of fine meat and seafood. The store had an ultra-modern, self-service meat department, with stainless steel and enamel cases running the building’s full length. In full view of the customers was the meat cutting and wrapping room.

In June 1964, the Burbank store caught fire, started by embers from lit cigarettes that were swept up at the end of the night. Eleven months later, on May 6, 1965, the

store reopened.

The Gelson brothers sold their two-store company to Arden-Mayfair in 1967, but Arden-Mayfair executive Bernie Briskin retained the brothers to continue to run them. At the time of the deal, Gelson’s was on the verge of opening its North Hollywood/ Valley Village location.

Also in 1967, the fourth store, in Century City, which briefly operated as a Mayfair, was converted to a Gelson’s. Store No. 5 also opened in 1967, in Tarzana.

The Mayfair and Gelson’s divisions of Arden Group were run separately for decades. There were hundreds of Mayfair stores across the western part of the U.S., but eventually most were divested.

The Palisades store was converted to a Gelson’s in the 1970s, and more Mayfair closures followed. Eventually only three Mayfairs remained – Silver Lake, West Hollywood and Hollywood.

In 1979, Gelson’s opened its Pacific Palisades store. The Rolling Hills Estates store was opened and closed within a year in the late 1980s.

Growth picked up in the mid-1990s. In 1996, the Calabasas store, a larger location at 40,000 square feet, opened, followed by the Northridge store in 1997 and the Sherman Oaks store in 1999.

A former Mayfair Market in West Hollywood also was converted to a Gelson’s in 1999. The Irvine store opened in 2000, followed by Dana Point in 2001.

A store in Pasadena also opened in 2001, but it, along with the Northridge store, were closed in 2013 and 2012, respectively, because they were “break-even” stores, according to Rob McDougall, who was named president in 2012.

Ladera Ranch was open for a couple of years as the grocer waited to build its Rancho Mission Viejo store and consolidate its southern Orange County operations.

In 2013, Gelson’s opened its first new store in 12 years in Long Beach. A store in La Canada Flintridge followed in 2014. That was the same year Gelson’s was purchased

Please see page 34

From page 32

by TPG, a private equity firm. The firm’s backing soon allowed Gelson’s to grow by eight stores through acquisition.

Pacific Northwest grocer Haggen purchased more than 100 stores from the Albertsons/ Safeway merger to create its southern operations, but that venture quickly folded. Gelson’s acquired eight former Haggen stores in late 2015. The stores were located in Del Mar, Rancho Mirage, Santa Monica, Ladera Ranch, San Diego, Thousand Oaks, Carlsbad and Laguna.

Six of the stores quickly were opened under the Gelson’s name in 2016, but then were refreshed in 2018 with updated décor and amenities. One of the stores was remodeled before being reopened in 2016, and the other was remodeled and opened in 2017.

The Rancho Mission Viejo store also opened in 2017, followed by a Manhattan Beach store in 2018.

McDougall has previously said his goal moving forward is to open one new store per year.

The company was The Shelby Report of the West’s 2019 Retailer of the Year.

In February of this year, Pan Pacific International Holdings and TPG Capital entered into a definitive agreement pursuant to which PPIH will acquire Gelson’s Markets from TPG. The deal closed in the second quarter of 2021, subject to customary closing conditions.

Leadership has remained strong

Four presidents have helped shape grocer’s legacy

Bernie Gelson

Co-founder with his brother Gene, Bernie Gelson served as president of Gelson’s while Gene was in charge of the administrative side. (Bernie died in January 2005, just shy of his 85th birthday.)

Allan Scharn – 1985-96

Scharn was selected to be president by Bernie Gelson. He worked for an independent grocer called Serber’s Foods for six years before joining Gelson’s in 1960 as a grocery clerk.

He moved up, becoming assistant manager and then grocery manager before opening both the Century City and Newport Beach stores as store director. He was director of grocery buying prior to being appointed president, a position he served in for 11 years.

Bob Stiles – 1996-2012

Bob Stiles was named president of Gelson’s in May 1996. At that point, he was a 35-year veteran of the company, starting as a clerk at the Burbank store in 1960 and then the Encino store in 1962.

He progressed to grocery manager, store manager and director of grocery merchandising. Stiles was named VP of marketing for Gelson’s in 1988. He served as president from 1996 until he retired in early 2012. (Stiles died in November 2015.)

Rob McDougall –2012-current

McDougall joined Gelson’s in 2007 as senior director of produce and floral. He succeeded Bob Stiles as president in 2012 and added the CEO title in 2014.

Few words from a partner

Store visits, basket sizes have increased

Gelson’s storied history includes many innovative projects that benefit customers and the Southern California community. The team is focused on finding both products and services that increase customer satisfaction and retention and help Gelson’s stand apart from other grocers in the area.

Providing exceptional customer service is a central pillar of Gelson’s mission. Its newly introduced loyalty program provides exclusive promotions to customers, including free items, BOGO events and other enticing options.

Investments like these not only show customers how much Gelson’s appreciates their business, but serve as another example of how the company prioritizes high-growth initiatives.

Identifying strategic growth opportunities is critical to Gelson’s continued success. That’s why the team recently partnered with GetUpside, a retail technology

company that helps grocers win new customers and earn proven profit.

“Gelson’s prides itself on providing best-in-class products and experiences for shoppers,” said Yvonne Manganaro, Gelson’s VP of Marketing. “We’ve partnered with GetUpside to continue this commitment and provide cash-back offers that are personalized and highly incremental to our business. Their model moves beyond tracking clicks or impressions and gives us insight into our customers that drive measurable results.”

In Gelson’s first six months with GetUpside, customers using the app visited the store two times more often than non-app users, and their basket sizes increased by 75 percent on average.

As costs rise, supply chains harden, and the market becomes increasingly competitive, Gelson’s is leading the way in creating additional revenue streams for their business.

Bernie and Eugene Gelson

Bob Stiles

Rob McDougall

2021 West Executive Woman of the Year

Culture,

connections and education have led way

Executive Woman of the Year rose from cashier to industry leader

Bob Reeves, EVP and West regional manager for Shelby Publishing, recently visited with Hee-Sook Nelson, VP of team development and public affairs for Gelson’s Markets. Nelson is the West Executive Woman of the Year. What follows is excerpts from their conversation.

Last year was a demanding time for Hee-Sook Nelson, VP of team development and public affairs for Gelson’s Markets. With her current duties at Gelson’s, she’s already covering multiple bases.

This includes making sure the company is in government compliance, staying on track with any new legislation and any legal matter that could affect Gelson’s. Nelson also focuses on training and development, as well as staying in charge of customer relations.

It also was the year she was elected to chair the board of directors for the California Grocers Association. Nelson is the first Asian-American woman and fifth woman to serve in that capacity.

As chair, she leads the board’s strategy regarding CGA’s numerous legislative, educational, communications and industry-related programs.

On top of that, she’s pursuing her master’s degree at the University of Southern California Marshall Food Industry Leadership Program.

Being an integral part of her company, staying well connected in the retail grocery industry and having a natural drive to gain more knowledge are some the

assets that speak to Nelson’s award.

“This last year between COVID and attending USC for my master’s, and also chairing the California Grocers Association… it’s been a very demanding year,” she said. “And I think even for the industry, it’s been really eye opening...when my parents passed, my mom was in and out of the hospital…so I could not see her in the hospital, which was a very, very frustrating time for me.”

While her mother was battling illness, Nelson learned

of the passing of her father, Young-Il Ahn. “They died two days apart. And that’s actually quite shocking to be honest with you,” she said.

“It was kind of a good time for introspection, to think about how nothing is promised to you…I think the silver lining in COVID is when everyone had to retreat in – anything can change in a minute, it has really taken what’s important,” she said.

“And [their deaths] was one of those things because it was happening during finals at USC. It was a very trying time, but it’s great time for reflection and loss to be honest…but you have to move on, and you find the best way you can.”

Early years and value of education

Nelson came to the United States from South Korea at age 6. The importance of education was ingrained in her early and included being able to learn English quickly.

“Growing up, education was the most important thing, period. For my sisters and I, it’s not, if you’re going to college, it’s where are you going to college? And in fact, when we did not speak English…we read every Please see page 40

Nelson’s father, the late Young-Il Ahn

Hee-Sook Nelson

single night. We had to read practice every night on the sofa after showers.”

Nelson believes you are never too old to go back to school.

“I believe that our industry could be that much better if people valued education the way we did,” she said. “I really implore the leaders of all the companies to value education so that we can strengthen our benches and strengthen our leadership teams. Because I think going into school helps you to be a better critical thinker.

“I think it would enrich our industry so that people think of it as a career. I encourage anybody I can in the company to really get their education. I feel like education is something that no one can take from you. It’s always in your back pocket.”

‘A great model of what we want our employees to do’

“Hee-Sook is one of the most connected executives I have with the store employees. She and just a couple others know everybody in the stores, know their stories and are there to help.

“Anytime there’s an issue in a store…Hee-Sook goes right to the store. She wants to make sure that the employees know the executives are supporting her. She’s just a great face for the company. And a great model of what we want our employees to do.

‘She’s very smart. She’s aggressive…you don’t really want to get in her way when she is after something. But that tenaciousness is a great quality. And there’s no one who meets with Hee-Sook who doesn’t like her. So I can put her in front of the new owners from Japan...she’s great with them, with the private equity groups, when we are entertaining bankers or different things. She knows the business. And she’s very well rounded with them.”

– Rob McDougall, president and CEO of Gelson’s

She helps make ‘our program a better experience for all’

From page 38 Please

‘Hee-Sook has exemplified what it means to be a servant leader in the MS-FIL program over the past year. Selected as one of two student representatives for the program, Hee-Sook has interacted with the dean’s office at Marshall to make sure he is aware of the needs of our program.

“She has become the unofficial ‘voice’ of her cohort to make sure our faculty and staff are up to date on any questions or concerns that have arisen within the program. And during our residential week, Hee-Sook took it upon herself to coordinate impromptu social events for the cohort.

“Her suggestions are always constructive and positive and have helped to make our program a better experience for all students.”

– Kim Brower, assistant director of Food Industry Programs at the USC Marshall School of Business

The SC Riveters, from left, Cindy Chikahisa, Heather DeLuca, Nelson and Andrea Dimond

From page 40

Networking is ‘really important in this industry’

Nelson not only stays connected with employees at Gelson’s but throughout the retail grocery industry.

“I think networks are really important in this industry. I’m proud to know a lot of people in this industry because this industry – especially Southern California – is very well connected with each other. We’re competitors and we’re friends,” she said.

“I’ve done networking through WAFC and the CGA and I think the way I got into this is because of being involved in these organizations, attending their events, is how I built my network. I’m very fortunate to know so many people. In fact, even USC, [there’s] a classroom full of industry executives from agriculture, retail or CPG.”

She has a high regard for CGA, which she believes fights for the interests of the entire industry in the Golden State.

“It’s not about competition,” she said of CGA. “It’s about doing the right thing for the industry. And everybody is there to serve to make sure the industry is cared for.”

Decision to stick with grocery took time

The grocery business was already familiar territory for Nelson as she worked at Vons during high school. after she graduated from U.C. Santa Barbara and was working part-time at the grocer, she was making more money when compared to her full-time job at a TV rep

firm for major network affiliates.

“Taking a year off, I thought, maybe I want to go back to grad school, go to law school,” she said. “So I got a job with Gelson’s. And while I was doing that, I really loved the culture of Gelson’s. I love the company, and I was being moved up.”

It took years for Nelson to realize that she could make a career in grocery. But her managers helped her see it through.

“I think I had the epiphany when two of my managers at the time – a senior VP and one of my managers –talked to me about it,” she said. “‘You realize [they said],

Posts she accepts require ‘enormous contributions’

“I have known Hee-Sook for sometime now, and have the privilege of calling her my friend. The fact she has moved up in this wonderful food industry is no surprise to me.

The positions that she has accepted are those that require enormous contributions on her part, but she is up to it. She has not shirked her duty to any one of them.

“Vice president of Gelson’s alone is a full-time commitment. She does it with great flair. And as I have noticed, the momentum she delivers to the Gelson’s employees is that of camaraderie. One that gives them incentive to do their best.

“The fact she has been striving for her master’s degree this year while not skipping a beat with her full-time job is remarkable. But wait there is more. She also is now chair of the CGA…and the CGA is better for it.

“I know that this is not the end of the many great things she will bring to our industry, and I commend her for it. The California Food Industry to me is the greatest, and Hee-Sook is right up there with it.”

– Lillian Zacky, Retired, owner of Zacky Farms

Please see page 44

Lillian Zacky, Nelson and Cheryl Kennick

Hee-Sook Nelson

2021 West Executive Woman of the Year

From page 42

you can make your career here?’ And I always had the stigma, that grocery was a temporary job.

“Why do we still have that mentality? What have we not done right to make people think of it more as a career?”

Nelson’s been with Gelson’s Markets for 32 years, having worked her way up from checker. One thing that spoke to her was the culture of the California grocer.

“When I first came to Gelson’s, all these people drank some kind of happy juice,” she said jokingly. “And I mean that as a metaphor, because it’s like happy juice, everybody was really happy working for the company. And I got the feeling that the company really cared about its people. And people wanted to do right by the company.

“And to get people to feel like that even down to the clerks, helpers – everybody felt the culture. I really think what makes a company [is] culture. I don’t care what anyone says, if you don’t have good culture, people are not going to care about what they do.”

When she’s not helping keep Gelson’s on track, working with CGA or studying for an exam, Nelson enjoys her four dogs, going to concerts and attending Los Angeles Kings hockey games.

“My motto is ‘work hard to play hard.’ I mean that in the sense of nobody’s promised tomorrow,” she said. “So have fun while you’re here. And really appreciate the people around you that you love.”

‘Proud of her dedication and passion for the food industry’

“WAFC is grateful to have leadership from Gelson’s on our board of directors. The company’s advocacy for promoting advanced education for their associates is making a difference in the success of their organization and the lives of its crew members. Congratulations to Rob McDougall, Donna Tyndall and crew for extending the Gelson’s family legacy.

“Hee-Sook Nelson is not only a driving force in the achievements of Gelson’s education efforts, she is a role model for others. I am so proud of her dedication and passion for the food industry. She is devoted to communicating the message that the grocery industry is a great place to build a rewarding and sustainable career.

“A graduate of the USC Food Industry Management Program and currently enrolled in the USC Master of Science Food Industry Leadership Program, where she was awarded the full tuition Byron Allumbaugh Scholarship, she exemplifies walking the talk.

“Throughout the challenges of COVID-19, she has not only taken on the academic workload, she is chair of the California Grocers Association and involved in numerous charitable organizations. She makes the most of her 24 hours a day. She is so deserving of this recognition and I am honored to be in her circle.”

– Carole Christianson, COO of WAFC

Carole Christianson and Nelson

Hee-Sook Nelson

2021 West Executive Woman of the Year

Quick to encourage others in everything

“Congratulations Hee-Sook as you receive the 2021 West Woman Executive of the Year award. What an honor it has been to work so closely with you these past few years, and especially now as you work to complete your graduate degree in the USC Marshall Masters of Science, Food Industry Leadership program.

“You set the bar incredibly high for leaders in our industry. You decided to ‘go back to school’ while at the same time serving both your company and the CGA as chairperson. Your remarkable spirit and contagious energy demonstrate the passion you have for taking care of hearts while you also take care of business.

“You encourage others in everything you do and never miss the opportunity to serve or share an uplifting compliment. There is truly no one more deserving than you to receive this prestigious honor.”

– Cynthia McCloud, director of Food Industry Programs, USC Marshall School of Business

She is the ‘consummate professional with a big heart’

“Executive of the Year? No surprise, as Hee-Sook is a consummate professional with a big heart. She truly enjoys mentoring the next generation.

“She has given me sound advice and support as we work through our intensive USC master’s leadership program. Honestly, I do not think I could have made it without her. She makes me a better person. Her friendship is invaluable.”

– Heather DeLuca, Category account manager, Dreyers Grand Ice Cream Nestle

Ron Fong with CGA, Phill Miller from Coremark International and Nelson

Wesley Deal, Brett Champlin, Brent LaBounty, Nelson and Glen Alameda

Nelson and Jacquie Slobom, senior director of operations for Gelson’s

‘Brings enthusiasm and energy’ to all that she does

“What makes Hee-Sook Nelson so special? It’s the fact that she places the customer at the center of everything she does. She operates with a deep understanding of what customers need and want. And she encourages others to embrace her ‘customer first’ approach.

“Hee-Sook is the total package – an accomplished business woman, vocal advocate for diversity and inclusion and a ton of fun to hang out with. She brings enthusiasm and energy to everything she does.”

– Sue Klug, past member of Gelson’s board of directors

‘Strong, influential and supportive’ industry leader

“Congratulations Hee-Sook on this well-deserved award. Through your dedication and hard work, you have established yourself as a strong, influential and supportive leader in our industry. I’m proud to call you my friend.”

– Cindy Chikahisa, Food Industry Program, Cohort II, USC Marshall School of Business

Hee-Sook Nelson

2021 West Executive Woman of the Year

‘Willingness to help others succeed is amazing’

“Hee-Sook Nelson is a strong, compassionate and caring leader. She works extremely hard and truly cares about people. Her ability to understand people and her willingness to help others succeed is amazing.

“Hee-Sook is one of the hardest working individuals I know, putting in a tremendous number of hours in her work while also serving as the chair of the California Grocers Associations and completing her master’s degree from USC at the same time.

“She is so deserving of the Women Executive of the Year honor and I am so honored to call her my friend.”

– Diana Godfrey, retired, VP of Smart & Final

Dylan Fassari, Jamey Kohler, Nelson, Brett Champlin, Glen Alameda, Colette Burroto, Jennifer Sandel, Steve Fujimoto, Tessie Gallagher and Noelle Andrick

2021 West Executive Woman of the Year

As part of DEI Council, executives work to help educate staff

by Eric Pereira /content creator

Gelson’s has launched its Diversity, Equity and Inclusion efforts this year with the goal to start conversations and educate after tensions arose from the death of George Floyd in 2020.

“People were boarding up their stores because there was upheaval and people were upset,” said Hee-Sook Nelson, the grocer’s VP of team development and public affairs.

“I had a long-term employee, come up and ask me…‘I want to know why we’re boarding up stores, and we’re not talking about it...Why are we boarding up stores? Why aren’t we talking about it?’”

Nelson and Yvonne Manganaro, VP of marketing championed for the DEI Council to start these conversations. Today, the company has Karla Ash, director of human

resources, to help as well.

“We’re trying to be very mindful; we don’t want it to be a ‘check the box,’ [council],” Nelson said.

“I feel like the time has come that we should all be embracing and be mindful that this is what all companies should be doing. And if we don’t give special attention to it, it’s going to be a ‘check the box’ and it’s certainly not a check-the-box issue…it’s a responsibility.”

Nelson said the first goal is to educate the best the council can by distributing educational materials throughout the company.

“We’re trying to do training of everybody, just teach them about unconscious bias and diversity and stuff like that to work…we’re layering it on so to speak. We’re not experts yet. But we’re trying to be open to learning as we navigate through it, and be responsible.”

‘Caring person who wholeheartedly gives to many’

“I remember when I met Hee-Sook, her laughter struck me. She had contagious energy, and she was full of life.

“Hee-Sook and I became close friends while attending the USC Food Industry Master’s Program. A group of four women, initiated by Hee-Sook, supported and lifted each other up. Our motto was “I Can Do It” – like Rosie the Riveter.

“This embodies Hee-Sook’s approach to business and life – a positive can-do attitude. She also made friends with everyone in the class and raised our spirits when needed. She is wickedly intelligent, and I enjoy learning from her. It is my pleasure to call her a friend.

“Hee-Sook is a caring person who wholeheartedly gives to many people. She also is passionate about diversity and inclusion, and her strong leadership skills make her a great role model for women.”

– Andrea Dimond, Head of sales, Dreyers Grand Ice Cream Nestle