As part of the recent leadership changes at Associated Food Stores, Darin Peirce has been promoted to executive vice president and president of Associated Retail Operations. With more than 40 years of experience in the grocery industry, Darin brings a wealth of knowledge and leadership to his new role, overseeing AFS’s corporate-owned retail stores and playing a key part in shaping the company’s future direction. 

Darin grew up in Mapleton, Utah and his career at AFS began in 1985 as a graveyard freight stocker at a Macey’s store. From there, he worked his way through a variety of roles, including store director, grocery operations specialist, center store sales manager, regional manager, division manager, director of operations and vice president. Over the years, he gained invaluable experience in leadership, ultimately becoming president of ARO and executive vice president. 

One of Darin’s proudest career milestones was becoming a store director, a role that gave him a solid foundation in leadership and shaped his approach to guiding teams today. His leadership philosophy is centered on leading by example and staying grounded in the company’s core values. 

“Our company values have always been my guide, and I try to lead with a servant’s heart by putting our team and guests first,” Darin said. “I genuinely love the grocery business and the work we do, and there’s nothing better than teaming up with great people to achieve results and success.” 

David Rice, president and CEO of AFS, said, “Darin has been an invaluable leader at AFS for decades. His deep knowledge of our retail operations and his commitment to the team make him the perfect fit for his role. I’m confident Darin will continue providing tremendous retail perspective to our group as we continue to evolve and grow.” 

Outside of work, Darin enjoys spending time with his wife, Darcie, whom he met while they were both working at a Macey’s store in Lindon. They have been married for 38 years and have three children and five grandchildren. Sunday dinners at their home are a family highlight, filled with games, laughter and plenty of fun. 

Darin also has a lifelong passion for building and flying radio-controlled airplanes. 

“I love flying RC planes, and I have done it since I was a young boy,” Darin said. “It has allowed me to travel all over the country and around the world competing and flying and I have made many lifelong friends doing it.” 

With Darin’s experience and steady leadership, AFS and ARO are well-positioned to keep growing and supporting its retailers, team members and guests. He looks forward to building on the strong foundation already in place and helping the team move forward together.