Tree of Life Taps Click-and-brick Retail Vet to Lead Midwest Region

ST. AUGUSTINE, Fla. -- Specialty and natural foods distributor Tree of Life, Inc. here said yesterday it has appointed James Dorcy president for its Midwest Region. Dorcy, a retail executive who has worked at Nash Finch, Farm Fresh, Giant Eagle, and other retail chains, most recently served as v.p. of sales and marketing at regional online retailer

"I'm thrilled to be a part of the leadership team for Tree of Life," said Dorcy in a statement. "As the nation's largest specialty and natural foods distributor, we represent some of the most relevant and fastest growing categories in the food industry today. I look forward to growing our business with our existing customers and with the new customer relationships that we will establish."

In his new position, Dorcy will lead the Midwest Region, overseeing all regional distribution activities for natural and specialty/gourmet foods and other related products. Dorcy comes to Tree of Life with over 25 years of sales, marketing, and retail experience, most recently as v.p. of sales & marketing at He previously held a number of senior management positions including: s.v.p. of retail and v.p. of marketing at Nash Finch; v.p. of marketing for Farm Fresh (a division of Supervalu) in Virginia; v.p. of marketing for Bozzuto's in Connecticut; and director of advertising for Giant Eagle in Pennsylvania.

"Jim's breadth of knowledge and retail experience and his ability to direct broad-based merchandising and marketing campaigns, address niche market requirements, and steward brand positioning to maximize market share, makes him extremely well qualified for his new role as president of Tree of Life's Midwest Region," said Alec Covington, president and c.e.o. "I am confident that Jim will be a significant contributor to achieving our goals for the Midwest Region and for Tree of Life North America."

Tree of Life serves customers throughout the United States and Canada. The company is a wholly owned subsidiary of Royal Wessanen NV based in The Netherlands.
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