“Distinguishing Characteristics” – The Power of Differentiation

Time: Friday Oct 4th from 1:30PM to 3:00PM

Location: Riverview Room

Speaker(s): James Morell

Your business is unique and growing! How can we stay true to our mission even as we evolve? Staying relevant in a competitive and changing retail landscape can be a challenging task.

In this workshop we will examine the power of embracing transparency and promoting the real attributes of your organization, program, and products. Accentuate the uniqueness of your business and differentiate your brand by cultivating an authentic approach to customer service, nurturing knowledgeable staff, and offering the added value of a one-of-a-kind experience.

An interactive session to reconnect with your north star and explore your next steps!


James Morrell is an operations, merchandising, and management consultant who has been recognized for his dynamic approach and specializes in fresh produce program development. With over 25 years’ experience in the natural foods industry, James has worked with cooperatives and progressive independents across the United States focusing on team building, retail operations, procurement strategies, and organic foods advocacy.

Through his work, James continues to promote the cultivation of regional partnerships with growers and producers in order to strengthen locally-oriented food networks and to increase community access to fresh local foods.