JJ Cantrell is a seasoned executive with over 25 years of experience in the food industry, specializing in transformative leadership, strategic growth, and operational excellence. Throughout his illustrious career, he has demonstrated a unique ability to turn around underperforming operations, lead large-scale integrations, and develop innovative strategies that deliver measurable results. His leadership philosophy is rooted in cultivating talent, fostering collaborative cultures, and achieving sustainable success through customer-centric approaches.

As the founder of Cantrell Food Strategy & Sales Consulting, JJ focuses on empowering businesses in the food industry with tailored strategies for growth and operational efficiency. His expertise spans sales strategy development, wholesale distribution optimization, contract negotiation, sales training, and P&L analysis. With a mission to help food businesses thrive in a competitive landscape, JJ provides actionable insights and tools to achieve long-term profitability.

Previously, JJ held several key leadership roles at UNFI, where he managed multi-billion-dollar operations. As President of the South Region, he oversaw $5 billion in revenue, leading Sales, Finance, Merchandising, and Operations. His tenure was marked by the successful integration of the SuperValu sales teams, a transformation that significantly enhanced organizational synergy and performance. JJ’s ability to manage complex operations and build cross-functional teams underscores his exceptional leadership capabilities.

JJ’s impact extended to his role as Vice President of Sales for the Atlantic Region at UNFI. He led a team of over 100 professionals in a $6 billion region and played a pivotal role in securing $1 billion in new revenue through partnerships with major retailers like Ahold and Weiss Market. Additionally, he successfully integrated sales teams from key acquisitions, demonstrating his expertise in scaling operations and creating value.

Throughout his career, JJ has cultivated expertise in diverse customer channels, including military, export, national, and independent retailers. His ability to adapt and thrive across various markets, including international exposure in the Dominican Republic, speaks to his versatility as a leader. His experience spans everything from driving new business development to optimizing existing operations for maximum efficiency and profitability.

JJ’s approach to leadership emphasizes talent development and cultural alignment. He is passionate about creating environments where individuals can excel and organizations can thrive. This focus has been instrumental in his success, particularly in fostering innovation and collaboration within his teams.

Beyond his corporate roles, JJ has served on several boards, including the UNFI Foundation, ADmax Retail Association, and Up Mountain Beverage Company, where he has contributed strategic insights and governance expertise. His board experience further highlights his ability to drive meaningful change and add value at all levels of an organization.

JJ holds an educational background in Emergency Medicine from the University of Alabama in Huntsville, reflecting his early dedication to critical thinking and problem-solving. Outside of his professional pursuits, he values quality time with his family, especially with his granddaughters. His passion for cooking with loved ones fosters meaningful connections, while his love for the mountains and snow skiing reflects his appreciation for the outdoors. He also enjoys golfing and dedicates time to volunteering, embodying a well-rounded approach to life that emphasizes both personal growth and community involvement.

Character:

JJ’s integrity, empathy, and focus on building strong relationships define his leadership style. He is committed to fostering collaborative, inclusive environments that enable others to succeed.

Knowledge:

With decades of expertise in sales, operations, and strategy, JJ brings a deep understanding of the food industry. His ability to identify growth opportunities and optimize processes sets him apart as a trusted leader.

Strategic:

JJ’s visionary approach to leadership enables him to navigate complex challenges and drive transformative change. His focus on long-term sustainability ensures measurable success for teams and organizations.

Communication:

A skilled communicator, JJ excels at articulating clear goals, inspiring teams, and aligning stakeholders. His presentations and strategic discussions reflect his ability to engage and motivate.