In a significant step toward professional development and enhanced expertise, a group of category managers at Associated Food Stores recently earned the Certified Professional Category Manager (CPCM) designation from the Category Management Association (CMA). The CPCM certification represents the highest standard in category management and underscores AFS’ commitment to industry-leading practices that benefit both its internal team and independent member retailers.

Becoming CPCM certified is not only a career milestone but also an achievement that enhances credibility among industry peers. The rigorous training provides category managers with a strategic understanding of key industry areas, including shopper behavior, retailer economics, supply chain dynamics and root-cause analytics. With these advanced skills, AFS category managers can better conduct category reviews, identify growth opportunities, and optimize the shopping experience for customers.

For AFS’ independent member retailers, this certification translates into a more strategic approach to category management. By leveraging data-driven insights and advanced analytics, category managers can refine product assortments, optimize pricing strategies, and enhance overall store performance—ensuring a competitive edge in today’s dynamic grocery industry.

“Our team’s achievement in earning the Certified Professional Category Manager (CPCM) designation is a testament to their dedication to continuous learning, growth, and excellence in category management,” said Lon Herget, director of center store category management. “This certification strengthens their expertise in critical analytics and supply chain dynamics while elevating their credibility within the industry. By applying insights from the diverse coursework, they are better equipped to optimize product assortments, enhance operational efficiency, and drive business growth in a competitive market. Our commitment to ongoing education ensures we stay ahead of industry trends, foster strategic collaboration, and deliver exceptional value to our retailers and consumers.”

The CPCM certification deepens knowledge in several key areas, including:

  • Building Data Competency: Panel and POS Data
  • Measuring Category Health (Baseline & Incremental Drivers)
  • Efficient Assortment and Space Management Fundamentals
  • Pricing Strategies and Promotion Analysis Techniques
  • Retailer Economics and Product Supply Chain Management
  • Store Clustering Through Geodemographic Data

The following team members completed the certification:

  • Lon Herget
  • James Armendariz
  • Nate Laver
  • Justin Darrington
  • Brad Erickson
  • Kris Romeril
  • Chad Christensen
  • Shane Jacobson
  • Robin Olson
  • Emily Nelson
  • Lisa Dall
  • Fedra Chappell
  • Carissa Bickhaus
  • Kristy Coon

Although not pictured, Brandy Taylor is a valued new addition to the category management team. She is currently working towards earning her CPCM designation by the end of 2025. As part of AFS’ commitment to professional development, all new category managers are encouraged to complete both certification trainings within their first year, ensuring they are equipped with the knowledge and skills to drive category success.