Specialties:

Brand development, sales growth, key account management, marketing

Gary Seidman

President


Gary takes his responsibilities very seriously. He prides himself on his ability to resolve problems that most brokers would run away from and is modest about his accomplishments.


Gary began his food business career while still in New York City, working part time in supermarkets throughout high school (Canarsie) and College, City College of New York.


His early food industry experience included jobs as stock clerk, cashier and working in the meat, dairy and produce departments at grocery chains; Bohack’s, Grand Union and in a local Brooklyn independent market, Meats n’ Treats.


In conjunction with his father Eli’s transfer to Florida in 1972, Gary found himself in the Sunshine State. He took a short break from the food business to open a jean store in Ft. Lauderdale, called Denim Blues. It was while operating the store that he met Cathy, who soon became his wife.


In 1980, he joined his father Eli at Seidman Brokerage as a full time Retail and Food Service representative. When Eli merged his company with Quesenberry & Catlin in 1989, change happened rapidly.


Before long subsequent mergers took Gary to Dulin and ultimately, Crossmark Sales where he created a Specialty Foods division. Gary started working with specialty food manufacturers and distributors and realized the need for a brokerage firm that specialized in selling distributors.


In 1994, Gary and Cathy combined their organizational skills, dedicated work ethic and high energy to launch their own company, Seidman Food Brokerage. The first brokerage dedicated to selling Specialty Foods to Distributors and Retailers, they started their company with just one manufacturer, Rice Select. It wasn't long before there were enough manufacturers on board to bring Gary's vision to fruition. They jumpstarted their business with the memorable Pool table event, bringing manufacturers face to face with distributor sales people. This ONE event revolutionized specialty food sales. Most large national distributors still use this format, now named "Table Tops.”


As the sun comes up on 2014, the 20th Anniversary of this Independent Broker, Gary still has surprises and ideas for his company. New Logos, New Staff, and New Directions. Where does all this motivation and drive come from? Look around his office it’s filled with inspiration, decorated with images of musical heroes’, personal accomplishments, broker awards and photos of business associates that have become life long friends.


On a more personal note, when Gary is not working on promoting his business, he is working on his "Bucket List"-seeing live music, trying craft beers, hiking, helping Cathy with her new hobby, Geocaching and of course, visiting his kids, Chelsea and Ben.

Specialties:

Operations, Human Resources, and Marketing


Hired:

March 2017

Chelsea Burnett

Director of Operations


Chelsea officially began her career in the food business in early 2017, however she was born and raised in the industry. Daughter of Gary, and granddaughter of Eli, Chelsea has been attending food shows, helping with store checks, and taste-testing specialty foods as early as she can remember.


She attended the University of Florida (Go Gators!) and graduated with a Bachelor of Science in Marketing. After college Chelsea stayed in Gainesville and worked in the multi-family housing industry, where she met her husband, Ryan Burnett. She spent 6 years in property management with Inland American Communities, during which time she was awarded several promotions. Chelsea started as Assistant Manager, grew to Property Manager where she achieved 100% occupancy at two student housing properties, and ultimately moved to Huntington Beach, California to become Regional Leasing Manager.


Chelsea then accepted a position with The Postal Solutions Companies, which gave her the opportunity to join Ryan in Chicago, Illinois. Now serving the multi-family housing industry as a vendor, Chelsea provided solutions for mail and package management as the Director of Client Services. Over the next 3 years she wore many hats from client and technical support, to accounting, to marketing, and found a passion for optimizing operations.


Chelsea and Ryan moved to South Florida in 2014 when Ryan began his career with Seidman Food. They were married in March 2015 and welcomed their son, James, in May 2016. In January 2017, Chelsea decided to honor what’s always been in her blood and joined the team at Seidman Food.

Specialties:

Kosher, Food Service, Supermarkets, and Dairy


Hired:

June 2003

Steve Biase

Account Executive


We chose Steve because as a small business owner himself we knew he would respect the attention needed by our clients and he himself wanted to spend more time selling and less time handling paperwork. It was and is a good fit.


Born in Bronx, NY, Steve grew up in Yonkers, graduated from Stepinac High School in White Plains and furthered his education at Pace College.


His first experience in the food industry came in food preparation at a local hospital while still in New York. In 1974, he joined Lankor International, an import division of Universal Foods, Carlstadt, NJ, and worked his way up in the company to eventually head their customer service department. He joined the sales staff at the large food importer in 1980 and transferred, with the company, to Florida. He continued with the firm until starting his own specialty retail brokerage in 1986.


While the majority of his company was within the Food Service Industry, he definitely has no problem crossing over to the retail side. During the better part of 2004 and 2005 Steve worked along side Eli Seidman, getting to know the kosher business.


Steve has great respect for his customers and takes pride in everything he does. He will treat your business with the meticulous dedication required.


Steve and his wife Susan reside in Boca Raton.

Specialties:

Headquarter calls KeHE, Publix, and Winn Dixie.


Hired:

February 2008

Steve Wallace

Account Executive


Steve lives in Lakeland, Florida with his wife Vivian. Steve and Vivian have three sons. Charlie, the oldest, lives in Lakeland, Florida with his wife and two children. Charlie is employed with Tree of Life.


Their son Aaron lives with his wife and two children in Wendell, NC. Aaron is the Administrative Pastor at Hephzibah Baptist Church in Wendell, NC. Their youngest son Greg, is the Youth Pastor at Hephzibah Baptist Church and lives in Wendell also.


Their daughter Brett and granddaughter Hannah, live in MacClenny, Florida. Boys are great, girls are wonderful. Brett is the funniest of all the Wallace’s. She keeps you laughing...


Steve was born in Jacksonville, Florida and moved to Clearwater in 1959. He graduated from Clearwater High School in 1966. Steve worked for the Ashland Chemical Company while attending St. Petersburg Junior College. He entered the U.S. Coast Guard in 1969 and served 3 years in Baltimore before being transferred to the Coast Guard Air Station in St. Petersburg, FL. Steve completed his A.A. degree before being Honorably Discharged from the Coast Guard in May of 1973.


Steve began his career with Nabisco the next day. After working for five years in the Biscuit Division, Steve worked his final 7 years in the Private and Controlled Label sector of Nabisco.


Steve was hired by Bud Suarez in 1984 and was employed in the Brokerage Department for twelve years calling on Publix, Winn Dixie and Kash n’ Karry as well as all Grocery Wholesalers in the Southeast. Bud Suarez was purchased by the Tree of Life Corporation in 1996. Steve worked eight years for the Specialty Partners Division of TOL calling on retailers, wholesalers and exporters in the Southeast.


In 2004, Specialty Partners was purchased by the Natural Specialty Sales division of Acosta where Steve worked for four years calling on TOL, Publix, Winn Dixie, Albertsons, Sysco and Export.


Steve was a competitor of Gary for many years. It was the friendly and respectful competition which attracted Steve to accept a position with Seidman Food Brokers as well as the many positive comments from clients of Seidman about Gary and the company. One theme rang true, “FAMILY.”


Steve and Vivian love to travel. Just pack up and head off with nowhere in mind, like their trip to New Mexico. A map, a suitcase and a rental car. They love the Georgia State Park system and have stayed in fifteen different parks over the years. Steve loves to fish and hunt. He has been a member of the Medulla River Rats for 27 years. A group who “wilderness” camps each year NE of Clayton, Georgia trout fishing, hiking, rafting and sitting around a campfire telling half truths. Steve enjoys helping his sons in ministry by traveling with their youth groups preparing meals and in 2007, traveled with their church to Honduras to build a church. Steve and Vivian have been members of Medulla Baptist Church for 28 years, where Steve is know as “Chef Wally”. They are active as teachers and workers in the Youth Department. They are looking forward to more grandchildren and future trips.

Specialties:

Managing business from bottom to top.


Hired:

November 2012

Victor Rancel

Account Executive


Along with a vast amount of experience, Victor brings to Seidman Food Brokerage a great deal of excitement fueled by ever growing optimism, initiative, and an intuitive mind. His journey began at the age of 19, when he was fresh out of high school, where he became Pantry Pride’s youngest grocery manager. At 21, he transitioned into outside sales. His experience and responsibilities grew as an account manager for Budd Mayer Food Brokerage. From there, he went on to work for Campbell Soups as an area manager and later Delmonte Foods as a territory manager. In both jobs Victor exemplified his talents by increasing distribution on all items in his region and attended all major resets for Publix and Winn Dixie.


In his early thirties Victor worked for Tree of Life. During his sixteen years with Tree, Victor worked his way from a Merchandiser, to a Sales Supervisor, and finally to a Regional Sales Manager. With each of these steps his industry experience and skill sets grew. Due to this vast experience, he was recognized by Explorers Bounty, who hired Victor into the position of Vice President of Sales. His responsibilities included managing a food broker network and making headquarters calls on accounts throughout the country. For the three years prior to coming to Seidman Food Brokerage, Victor rounded off his skill set working in the logistics field.


When Victor isn’t enthralled in the grocery business he spends time with his loving wife and five children, four girls and one boy, ages 17-29. His hobbies include hunting, golfing, and spending quality time with his family.

Specialties:

Headquarter calls: KeHE, UNFI, Publix,
Southeastern Grocers, Whole Foods FL,
Natural Food calls.


Hired:

February 2009

Danielle Keen

Account Executive


Before leaving Lakeland, FL and moving to South Florida in 2008, Danielle spent 8 years working for Publix Supermarkets. She started out as a clerical in the Dry Grocery Department and worked her way up to become a Supply Chain Replenisher in the Logistics Department. Since becoming an Account Executive with SFB Danielle recently relocated to Palm Coast, FL. Danielle works closely with John Kacsan and the natural team.


In her down time Danielle loves spending time with her family and traveling.


“I am grateful to be a part of the SFB family and look forward to many wonderful years with them.”

Specialties:

Headquarter calls, Publix and Winn-Dixie


Hired:

December 2014

Ryan Burnett

Account Executive


Ryan grew up a bona fide Air Force brat. He was born in California and moved across the country. His parents finally settled in Fort Walton Beach, FL, which he proudly calls home.


Ryan graduated from the University of Florida with a BS in Finance and a BA in Economic/Business Geography. While in Gainesville he worked full time for The Collier Companies, the largest privately owned provider of student housing in the nation. He quickly advanced from leasing specialist to leasing manager, then ultimately to corporate marketing and leasing manager.


Upon graduation Ryan accepted a position in corporate finance with Nielsen, the leading global market research firm. The next three years saw Ryan move to Cincinnati, Chicago, New York City, then back to Chicago. Ryan managed over $500 million in revenue for Nielsen’s US Buy business. His clients were industry leading CPG firms such as Coca Cola, Hershey, Kraft, Kimberly Clark, SC Johnson, Proctor & Gamble, and more.


Ryan moved to South Florida with his fiancée Chelsea in the fall of 2014 to pursue a career at Seidman Food Brokerage. Ryan is dedicated and detail oriented. His analytical background and positive demeanor will serve him well at SFB. Although the food industry is new to him, he’s a self-proclaimed foodie and can’t wait to learn, excel, and positively impact our clients.

Specialties:

Headquarter calls KeHE, UNFI, Publix,
Winn Dixie, Whole Foods, Natural Foods calls.


Hired:

November 2007

John P. Kacsan Jr.

Account Executive/Director of Natural Sales


John lives in Middleburg, Florida where he resides with his lovely wife, Linda. They have two sons, Brian and Travis. Brian lives in Middleburg Florida with his wife, Tanya, and their son, Brian, Jr. and daughter Sarah. Travis also lives in Middleburg, Florida.


John was born in McKeesport, Pennsylvania. After graduating from Serra Catholic High School, he attended Duquesne University in Pittsburgh, Pennsylvania. John graduated with a Bachelor of Science in Business Administration in 1974. Also, John was in the ROTC program where he received a commission as a Transportation Officer in the United States Army Reserves.


John's interest in the food industry began in metro New York where he started as an end user representative calling on hospitals, schools, and restaurants for Keebler Food Service.


He was promoted in three months to the position of Area Supervisor calling on the major food service distributor for Northern New Jersey, Southern New York State, half of Connecticut and New York City.


After only two months, John received the award for the #1 Sales Representative for Keebler Food Service.


John moved back to Pittsburgh in 1976 and accepted a position with Foodland International as Director of Sales for the company. He developed many new private label items for the chain. He sold these items to the 17 wholesale members national.


John and Linda were married in 1978. They were tired of the icy winters and planned to move south someday.


In 1980, after the birth of their son, Brian, John moved his family to South Florida, where he accepted a job with General Nutrition Centers.


He was an area manager for the company and was responsible for sales and operations of 10 natural food stores. During this time, he became very knowledgeable in nutrition and re-evaluated his family’s diet.


After the birth of his son, Travis, in 1983, John was offered a position with Tree of Life to manage the natural food sales for the state of Florida. Here, John learned more about nutrition and natural foods. During this time he also got involved with The National Nutritional Foods Association. He was elected as a manufacturer representative on the NNFA board.


In 1985, John was offered a position with the Solgar Vitamin Company. His territory covered the state of Florida. He was now selling vitamins to all the natural food stores in the Southeast. He was very active in the NNFA trade association and in 1987 was elected President-elect. In 1989, John would have taken over as president, but in late November 1989, he was deployed to Saudi Arabia to fight in Desert Storm. John’s rank at this time was a Major in the United States Army Reserves and served as the Liaison Officer for the Egyptian Army. During the nine months in the Mid East,” Major John” (as his Egyptian troops called him) worked on hauling heavy lifts. John learned to drive military vehicles, such as army tanks and double tandems.


After returning from the war, John resumed his position as sales representative with the Solgar Vitamin Company until 1995. In April 1995, he accepted a position at Sunbelt Sales & Marketing in St. Augustine where he managed the mass-market sales division for the company. He developed many of the planograms used in the southeast today. The company was sold to Advantage Sales and Marketing in 2002.


In 2003, after 28 years with the United States Army Reserves, Colonel John retired as the Commander of the 2nd of the 349th Logistic Support Battalion.


John headed the Specialty Department for several years at Advantage Sales and Marketing. In late 2006, John took over the sales for both Natural and Specialty. He was responsible for directing sales to Tree of Life on a national basis.


John has known Gary for over a decade. At a chance meeting they started a conversation that lead to another conversation that ended with John coming on board as Director of Natural Sales.


John is glad to be part of our team and we know that he will be another great link in our chain.


In his free time, John loves to cook. His other hobbies include fishing, reading books on United States and World history, and inspirational books.

Specialties:

Financial Revenue Management, Human Resources, Vendor Tracking and Office Administration


Hired:

May 2015

Hebert Rocha Jr.

Business Data Analyst


Hebert was born in Brazil but raised in South Florida. He then moved to Massachusetts with his family and during the 7 years of living in New England, he was responsible for managing his family's supermarket. After his family supermarket was acquired by Seabra’s Supermarket New England division, he then settled in Newark, New Jersey. During the course of three years living in Newark, he worked on several business projects and community services.


Hebert has a Bachelors Degree in Logistics & Supply Chain Management from Florida International University. In addition to English, Hebert speaks fluent Portuguese, and Spanish at a professional level.


He enjoys taking mini-vacations to Disney World, and loves traveling to new places with his beloved wife, Carol. He’s also a big fan of the Miami Heat.

Specialties:

Bookkeeping/Accounting


Hired:

February 2015

Andrea Mass

Commissions Analyst


Andrea Mass was born and raised in Setauket, New York and graduated with a BS in Anthropology from SUNY Buffalo. She received a Masters in Education from Dowling College and moved to Israel where she worked at an Arab Jewish Community Center in Acre.


In 1993 Andrea returned to the United States and moved to Florida and taught for several years and then worked as a youth and program director. She took some time off after she gave birth to her three sons Ben, Max, and Jacob. She then returned to work part-time in accounting in 2008.


When she’s not working she enjoys spending time with her family in the outdoors, especially hiking, kayaking and geocaching.

Specialties:

Customer Care/Sales Team Liaison


Hired:

July 2016

Gail Hillocks

Sales Support Specialist/New Business Manager


Gail is originally from the Caribbean island nation of St. Vincent and the Grenadines. She attended college in Toronto, Canada where she studied Business Administration with a focus in Marketing. After graduation she headed to San Francisco, CA before returning home, and became enamored with the spirit of the West. After spending a week there, she resolved to relocate if her return to the Caribbean did not meet her expectations. Two years later her heart took her back to California where she settled in the San Francisco Bay Area.


Gail quickly became inspired with the Northern California state of mind and began to pursue a career in specialty food, which started in sales with a food broker. After the birth of her daughter she then joined Tree of Life as a buyer where her passion for health food grew. She was later transferred to their Ft. Lauderdale, FL facility to help with the Publix natural food Greenwise launch. Not wanting to uproot her daughter after company acquisitions transpired, Gail changed career gears and worked in education, training, recruiting and extruded plastic sales before recently reconnecting with Seidman Food Brokerage.


Gail is passionate about the food industry, especially as it relates to the growing movement of healthier food options in mass market. She is dedicated to customer satisfaction by way of creating trusting relationships. Gail is especially honored to have the opportunity to join the reputable and dynamic team at SFB.


When not at work, Gail loves to travel to visit her college age daughter, attend plays, go to the beach, read, and dabble in writing. Gail lives in Weston, FL with her husband Dwight.

Specialties:

Training, planning, coordinating,
and tracking the progress
of each retail team member


Hired:

May 2013

Bob Kroll

Director of Retail, Territory Manager, Miami, Ft. Lauderdale, Palm Beaches


Bob joined Seidman Food Brokers in May 2013 as a Retail Specialist. His area of responsibility is North Broward to Vero Beach.


Bob had been employed by Publix Supermarkets since 2010. Prior to working at Publix, Bob was employed by KeHE Distributions, first as a sales associate and also worked with the reset team. He was promoted to supervisor and created the first Winn Dixie super route increasing sales by 42%. Bob also held the position as store manager with Winn Dixie Supermarkets.


Bob has over 48 years experience in the retail industry with a strong knowledge in creating sales. He attended Rutgers University after being Honorably discharged from the United States Navy.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


Hired:

March 2008

Mike Seithel

Territory Manager, Tennessee, North Alabama


Mike was born and raised in St. Louis, Missouri. He graduated from Pattonville High School in 1971 and then joined the US Air Force where he served ten years. After his tour of duty was finished he started working as a stock person for Publix Supermarkets and quickly worked his way up to Third Man and then Assistant Store Manager. He spent the majority of his thirteen-year career with Publix Supermarkets in management.


Mike embarked on his career in the brokerage business in 1995 starting out as a Retail Salesman for Bud Suarez. He watched it transition from Bud Suarez to Specialty Partners and then to Natural Specialty Sales, which it is known as today. His skills and talents did not go unnoticed and he quickly advanced to Central and South Florida Division Supervisor. In September 2007 he was promoted to the position of Retail Sales Manager for the SE region, which included Tennessee, Alabama, Georgia, South Carolina, and Florida.


When Mike is not working he enjoys spending time with his wife of 33 years, Debra and their family. They have five children along with six grandchildren and looking forward to more of them. They love to vacation at the beach or in the mountains. Mike is a golfer and Debra is a quilter so while he is checking out the local golf course she is visiting the quilting stores.


We are excited to have Mike join the Seidman Food Brokerage team and look forward to the experience and knowledge he brings with him.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


Hired:

August 2007

Sue Strauss

Territory Manager, North Carolina, South Carolina


Sue Strauss was raised in Plantation, Florida. She attended Nova Senior High School, after that took a six-month long vacation to explore Europe. Upon her return, Sue spent a brief time attending Broward Community College in Davie, Florida but could not narrow down a specific major, so she decided to try the food service industry. Sue has spent the last 16 years in the food service and retail world in many different capacities, and has loved the opportunity to learn and grow at SFB.


Sue now lives in North Carolina taking care of natural, independent and mass stores located in TN, AL, NC, and GA. Sue spends her free time tending to her chickens, vegetable, and fruit garden and loves spoiling her pet cats and dog.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


History:

January 2017

Stan Rodriguez

Retail Specialist/Territory Manager, Florida


Stan was born in Baton Rouge, Louisiana, but moved to Miami, Florida at the age of 2 years old. He graduated from Miami Carol High School in 1974. He’s been married to his wife, Belinda, for over 40 years. He has two daughters, Jennifer and Amy, and five grandchildren. He moved to Central Florida area in 1981.


Stan started in the grocery retail business at 16 years old with Publix Supermarkets. He also worked for Winn Dixie, Pepsi Cola, Coca-Cola and then was hired by Specialty Foods in 1988 (which then became Tree of Life). There, he spent 22 years of his professional life, beginning as a sales rep and working his way up as a sales supervisor.


In his spare time he enjoys playing softball, basketball and golf.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


Hired:

June 2001

Lisa Westra

Territory Manager, Atlanta, North Georgia


Always eager to help, Lisa will try just about anything we throw her way. She is the consummate team player. She will always represent our company and our principals in a professional manner and with tenacity.


Originally, from Uniontown, PA, she graduated from Brownsville High School. After moving to Florida in 1979, Lisa spent a year and a half in retail at Burdines’s before finding the job to highlight her talents. As an employee of Winn Dixie for over 20 years, Lisa’s self determination and "never say no attitude" took her through all aspects of the retail grocery trade, spending most of her time as a pricing manager. Lisa was and still is the one to go to for knowing what item is selling where, for how much and what the competition is up to.


Lisa and her husband Kevin (also a member of the food industry) are now Atlanta residents, closer to their hobbies of college football and NASCAR racing. Don’t let their move fool you, they will always be Miami Hurricane fans and will always be ready to host and hostess any tailgate party.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


Hired:

June 2008

Cathy Cooksley

Territory Manager, Naples, Ft. Myers, SW Florida


Cathy Cooksley joins the SFB team as a Retail Specialist with a concentration in Southwest Florida. Her retail expertise and impeccable work ethic are a compliment to our growing team.


Cathy has lived in several regions of the United States. She was born in West Virginia, raised in Ohio and in 1966 she moved to Naples Florida with her family. She started working at Publix as a retail associate, which is where she met her husband Mike. She worked for Publix Supermarkets for thirteen years and in 1984 she retired to spend more time with her two sons Nick and Kagen, which she believes are her best accomplishments.


She was a stay at home mom for two years before she had the urge to work again. She was offered a part-time opportunity with Morris Foods a food broker in the Southeast. Her leadership abilities did not go unnoticed and within a short period of time she was supervising six retail representatives. She led a successful team with integrity, a commitment to strong work ethics, and respect for others.


While working at Morris Foods she was introduced to the distributor side of the business. They were related to Hi-Grade Distributing and this exposed her to Winn-Dixie and U-Save where she eventually made headquarter calls. The direction she was taking with the company put her in a position where she would need to relocate. After discussion with her husband they decided to stay in the area they had grown to enjoy and she embarked on a new career with Specialty Partners. Cathy had a successful ten-year career with Specialty Partners, which is now Acosta Sales and Marketing.


In her free time, she enjoys biking and kayaking with her husband through the many canals and mangroves Florida has to offer. She also enjoys quilting, a hobby her mother passed along to her with a special frame built by her great-grandfather. Cathy and Mike love the mountains of North Carolina and hope to retire there some day and become “snowbirds”.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


Hired:

June 2013

Lou Campos

Territory Manager, Miami, Ft. Lauderdale


Lou has lived all his life in Miami, Florida. He has many years of experience in the grocery, frozen, and ice cream businesses.


Lou is married with three children and two grandchildren from one of our daughters. (There will be another grandchild by October 2014 from our other daughter with a miracle baby on the way.)


Lou says, “I am grateful and very privileged to be associated with some of the best folks in the industry. Living my dream, thanks to this company and team that continue to show me the way by their amazing examples of success, that inspire me to do better.”


Lou is available 24/7 for all.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


Hired:

October 2014

Mike Lambert

Territory Manager, NW Florida, South Alabama, SW Georgia


Mike was born in Minnesota. Shortly thereafter, the family moved to Coatesville, Pennsylvania where he grew up. After graduating from Coatesville High School, he joined the US Air Force. His tour of duty took him to Germany and Italy, with his tour ending in Homestead, Florida. He has attended Goldy Beacon Business School in Wilmington, Delaware; taken Dale Carnegie human relations and sales courses; and business economics and food marketing extension courses from Cornell University.


Mike has extensive food service and retail sales experience. During his career, he has been a Direct Regional Sales Manager covering a seven-state territory and managing thirteen food retail brokers; a Retail Merchandiser and Supervisor; and an Account Executive of wholesale and chains for forty manufacturers. For the past several years, he has been a Retail Salesman for Bud Suarez, Inc., which became Specialty Partners and then Natural Specialty Sales, a division of Acosta.


Church and family activities take up most of Mike’s leisure time. Together, he and his wife have five children and fourteen grandchildren. Vacations are spent traveling and sightseeing different parts of our beautiful country, particularly the mountains.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


Hired:

February 2016

Cheryl Ball

Territory Manager, Tampa Bay Area


Cheryl was born and raised in London, Canada. She worked in the transportation industry, with Canadian Pacific, which is where she met her husband, Norm.


Cheryl worked with the downtown business association for the City of London for 3 years. She promoted events and fundraisers using hot air balloons, and served on the Canadian Aviation Search and Rescue Association.


They moved to South Carolina in 1993 and she started working for Acosta in the Special Projects division, covering Albertsons, BI-LO, Walgreens, Eckerds, and CVS.


Cheryl & Norm moved to Brandon Florida in 2001, and worked for Natural Specialties Sales, starting on the Publix dedicated team, and also covering Albertsons, Wal-Mart, Sweet Bay and ABC liquor stores, then moved over to the Natural side, covering Whole foods and the natural Independent stores, working in Sales, and Infra


Norm and Cheryl have been married for 17 years and they both like going to concerts, classic cars and enjoying traveling to the beaches or cruising.

Specialties:

New Item Placement, Selling,
Merchandising Shelves


Hired:

June 2016

Travis Kacsan

Territory Manager, Jacksonville, NE Florida, SE Georgia


Travis grew up in Clearwater, Florida and later moved to the Jacksonville area.


Growing up he spent his summers traveling on the road with his father, John. He learned the ins and outs of the health food industry before he was able to drive a car. During this time, he learned the importance of relationship building and a strong work ethic.


He officially started in the health food business at age 17 when he worked for a GNC Franchisee helping with remerchandising his 3 stores and later serving as assistant manager.


Travis worked for Advantage Sales and Marketing assisting with the implementation of the Greenwise Program within the Publix stores. He also spent a total of 11 years with Publix Supermarkets cross training in all departments but a focus on Dry Grocery and Perishables.


Travis went down to the University of Central Florida where he studied Business, Communications, and Hospitality Management. He used this knowledge to become the Guest Services Manager and later the Senior Sales Manager for the Courtyard Marriott in Downtown Orlando. He had a significant impact on the success of the hotel by increasing the total sales revenue by an additional $2 million dollars.


Travis applies his sales experience and merchandising skills at the stores he visits to ensure that the store and the brands represented are both successful.


Travis enjoys running in races on the weekend, which fuels his competitive spirit.


Travis is excited to bring his passion and focus to our team.


Specialties:

New Item Placement, Selling, Merchandising


Hired:

June 2012

Miriam Jimenez

Retail Specialist, Publix Set Team


Miriam was born in Chicago Ill, but moved to Miami, FL in 1973. She graduated from Sunset High School.


She has been married to her husband for 27 years and they have triplets, two boys and one girl.


Miriam started the grocery business at the age of 16 with Food Value Supermarket. She also worked for Winn Dixie, Ross Laboratories, Helene Curtis, Walmart, PIA/SPAR, Action Retail Services, Acosta Sales, and Advanced Retail Merchandising which has given her over 30 years of experience in retail. She fully enjoys working in the industry.


Hobbies include spending quality time with family and friends.

Specialties:

Merchandising


Hired:

March 2011

Wayne Bieber

Publix Set Team


I have been on Publix's reset team since March 2011. Working for Seidman Food Brokerage is the best thing that has happened to me... Not only do I work with great people in the company, I couldn't find better bosses anywhere else. It is truly a privilege working for SFB.

Specialties:

Merchandising


Hired:

November 2016

Lina Arboleda

Publix Set Team


Lina Arboleda has lived in Florida for about 17 years. She used to be a flight attendant and when she had her first child, she decided to become a stay-at-home mom. She’s a mother of three beautiful children.


Lina has been in the retail industry for about a year-and-a-half and she’s excited to be part of the SFB family.


In her free time, she enjoys outdoor activities.

Specialties:

Merchandising


Hired:

February 2016

Connie Burnette

Publix Set Team


Connie Burnette was born and raised in Eastern Washington State. Living in the Seattle Metro area, she started her retail career with a major home improvement chain. She diligently pressed on with hard work to gain experience at all levels of store management.


After 7 years, she continued to pursue her professional experience in all areas of retail industries including arts & crafts, apparel, home goods and for the last 9 years as a retail specialist trainer for the grocery channel business.


She resides in Homestead, Florida, married and a mother of three children. During her off time, she is at constant work in the community with her local church that serves the distressed areas of South Miami, distribute farm share to needy families and is currently on a team project that is a resource for helping families in distress and emergency situations.


She continues to pursue her song writing, singing and inspiration artwork to encourage others.

Specialties:

Merchandising


Hired:

May 2016

Michael Goolst

Publix Travel Set Team


Mike was born in Boston, Massachusetts and moved to Florida in 1996. He's a huge fan of all the Boston sports teams. Mike has been servicing Publix as a merchandiser for 4 years now. He takes pride in his work and loves working in the food industry.


In his free time, Mike enjoys going to sporting events and concerts.

Specialties:

Merchandising


Hired:

June 2016

Iveth Coe

Publix Set Team


Iveth Coe has lived in Homestead, Florida since she was 2 years old. She has gained retail experiences in the past from different industries, such as, clothing and electronic industry. She’s optimistic to bring her successful track record to the SFB family, and is looking forward to be working with SET Team.

Specialties:

Merchandising


Hired:

August 2016

Melanie Geddings

Publix Set Team


Melanie Geddings, has lived in Miami her entire life. Her first experience in retail—specifically Publix—was when she was a child. Every so often, her mother would take her to work, and rather than sitting there, she would help her mother with her resets.


Years passed and her mother, eventually, became the Publix Set team leader in the Homestead area. Melanie has acquired three years of retail set experience. The first two years and a half, she worked for the Publix Set Team down in Homestead, and was then transferred to the Hollywood team. With a better opportunity to grow, she recently began her trek with Seidman Food Brokerage.


Melanie is a full time student working on her second degree in Funeral Service. Upon completion, her goal is to one day own a funeral home.

Specialties:

Merchandising


Hired:

July 2017

Eddie Grabstein

Publix Set Team


Eddie Grabstein was born in Brooklyn, NY and decided to move to Florida in the late 80’s. He grew up in the food industry where his family ran a well know delicatessen and restaurant, called the Grabstein’s.


Eddie is grateful to be part of the Seidman Food Brokerage family, and the Publix Set Team.


In his spare time, Eddie likes to watch movies and play golf.

Specialties:

Merchandising


Hired:

July 2017

Mark Risley

Publix Travel Set Team


Mark Risley has been working in the grocery business since 1996. He really enjoy doing resets and merchandising.


Mark enjoys spending time with his son AJ, and in his spare time, he likes to work on his project truck and go to concerts.