New Seasons CEO out as market shifts strategy

PORTLAND, Ore. (AP) — New Seasons Market has announced a change in leadership and a change in strategy.

The Portland-based grocer said Tuesday that CEO Wendy Collie is being replaced by co-presidents Kristi McFarland and Forrest Hoffmaster.

Moreover, the firm said it will scrap plans to open New Seasons stores in San Francisco and two other California locations. It will also close its market in Sunnyvale, California.

Collie joined New Seasons in 2012. Under her leadership, it expanded from 12 markets in the Portland metropolitan area to 25 stores in Oregon, California and Washington.

Some California stores operate under the banner of sister company New Leaf Community Markets.

Company officials said focusing New Seasons on the Pacific Northwest and New Leaf on California’s Central Coast will help them succeed in the changing grocery landscape.