2024 Retail Marketing/Foodservice Share Group

Supplier Partner/Program Sponsor

Supporting Suppliers

In today’s competitive marketplace, the most successful retailers know that retail marketing is being driven by technology and foodservice.

Reasons to Join

Member-driven program
Education and Insights
Peer Contacts
Market Tours

A year-long opportunity to engage! One registration provides multiple opportunities, highlighted below!

1. In-person programming: Retail Marketing & Foodservice Development

We will visit and interact with our peers at three of our share group member locations. At these locations, we will have pertinent educational presentations, market tours and plenty of networking time.

More Info


2. Virtual Check-in

We will hold a virtual check-in mid-year, most likely in July. This program may include a short presentation and time for virtual interaction.   

More Info

3. Informal Meet-ups

Based upon a recent survey of past attendees, many of our members will be attending select industry events.

We will work to create some type of networking function for our group at these events, allowing further sharing and relationship development. 

More Info

PLAN to interact with the SIGMA Retail Marketing / Foodservice Share Group multiple times in 2024!
Registration ensures you will receive on-going specific program details!

Additionally, we know schedules change and life happens. If you register, and something comes up, we can pull you from a specific program. We will cap our registration as a moderate-sized group fosters interaction. Thus, don’t delay, register!

Our Conferences

Event Details
Hotel information:

In today’s competitive marketplace, the most successful retailers know that retail marketing is being driven by technology and foodservice.

For the 6th year, SIGMA is pleased to offer a share group designed specifically for our membership, providing off-the-record insights, commentary, and networking.  This share group focuses on aspects of retail marketing and foodservice, providing unmatched interaction with peers.

Questions, call Kay Segal at 602-690-8501 or email Kay at [email protected]  

About us
Sigma America's leading Fuel Marketers

America’s Leading Fuel Marketers is the national trade association representing fuel marketers & convenience store chain retailers in the United States & Canada.

Contact us

A member of the SIGMA staff will reply as soon as possible.

Registration Rates

Entire Year-long Program Registration Rate

Includes virtual and in-person programming as well as coordination of informal meet-ups



SIGMA Marketer Member Rate $399
Non-Member Marketer Rate (limited openings, must be approved) $1,599
SIGMA Supplier Partner Rate Contact Meredith James, [email protected]

Registrants will receive a confirmation email with additional details. Hotel booking information will be sent separately for each in-person event.

Questions, call Kay Segal at 602-690-8501 or email Kay at [email protected]  

In-person meetings: Retail Marketing & Foodservice Development

Thank you, SW Georgia Oil / SunStop Stores, Carroll Fuel’s / High’s and Wills Group / Dashin for opening your operations to our group. We look forward to visiting with you and your teams!

March 19 -21, 2024
SW Georgia Oil / SunStop Stores, Tallahassee, Florida

  • Market Tour
  • Foodservice Marketing
  • Commissary Development
  • Impactful Consumer Trends
  • Menu Innovation

Full Schedule and Speakers

September 9-12, 2024
Carroll Fuel’s / High’s & Wills Group / Dashin, Baltimore & LaPlata, Maryland

  • Market Tour
  • Organizational Structure & Full-serve Operations
  • Cross-dock Development
  • Labor Saving Tactics
  • Maximizing Margin

Questions, call Kay Segal at 602-690-8501 or email Kay at [email protected]


Based upon a survey, some members will be attending the following broader industry events, in addition to NACS.  We will work to create some type of networking function for our group at these events like a breakfast or a happy hour, allowing further sharing and relationship development.

RFA:               March 3-5, 2024  https://www.refrigeratedfoods.org/rfa-conference
NRA:              May 18 – 21, 2024  https://www.nationalrestaurantshow.com/
IDDBA:         June 9-11, 2024  https://www.iddba.org/

Questions, call Kay Segal at 602-690-8501 or email Kay at [email protected]  


Hosted by Southwest Georgia Oil / Inland Stores
Tallahassee, Florida
March 19 -21, 2023


March 19th
PM Arrivals – 9:00 PM
Cocktails Rooftop Bar, Hotel Duval

March 20th
8:00 AM

9:00 AM – 5:00 PM

6:00 PM
Group Dinner

March 21st
8:00 AM

9:00 AM – 11:30 AM

11:30 Am – 3:30 PM
Market Tour

4:00 PM
(For those who stay over due to flight schedules, there will be an optional dinner) 

RETAILER PERSPECTIVE – Commissary Development:  Bakery and commissary development takes a great deal of planning and foresight.  The process includes all aspects of manufacturing as well as logistics, both internal and delivery to multi-unit locations.  Chef Keith Boston shares insights from his extensive expertise of building commissary operations at both Sheetz and Cumberland Farms / EG.

More about Keith:  Chef Keith Boston received his culinary degree from Johnson & Wales University in Providence, R.I., and spent time at full-service restaurant chains before coming over to the c-store industry. He spent eight years at Sheetz as the first c-store brand with whom he worked.  Sheetz highlights include reimagining the convenience restraint and design build and menu development of a state-of-the-art bakery and prepared foods commissary.

In 2010, Keith joined Cumberland Farms as its head chef. As VP of Foodservice, the work he – including new concept development, on-trend menu creations, bakery and commissary development and ordering kiosks – helped bring Cumberland Farms into the forefront of the c-store foodservice vanguard, Under Keith’s tutelage a 40,000 square-foot Cumberland Farms’ Culinary Center / Commissary was created, producing pizza, sandwiches, roller-grill and bakery items for its 1200 stores.

Keith retired from Cumberland Farms / EG in February, 2023.

SIGNIFICANT FRESH TRENDS:  Jonna Parker, Senior Principal, Fresh Foods Group at Circana (formerly IRI-NPD)

Since the pandemic, fresh trends in grocery, mass and club have evolved greatly.  Consumers have increased the number of occasions for which they are shopping and preparing food at home.  Preparation of meals includes products which are ready to prepare, ready to heat and ready to eat – whatever the consumer desires!  What are the most important trends impacting sales in other channels of trade?  What trends can provide entry points for convenience operators to offer more options to their customers?  Jonna Parker with Circana shares significant national trends and insights.  Kay Segal, BATeam and Jonna then lead a group session to translate the most relevant information for growing the convenience food retail and foodservice businesses.

More about Jonna: Jonna has been an innovator in the fresh foods space for two decades driving the evolution of consumer-centric decision making and big data analytics for perishables.

Joining IRI in 2016, she leads the Fresh Foods practice specializing in tailoring big-data solutions for the unique needs of perimeter of the grocery store suppliers and retailers.

Jonna has talked fresh foods to outlets such as Bloomberg, NPR and CNN as well as more than two dozen industry conferences. In both 2020 and 2023, Jonna was named one of Progress Grocer’s Top Women in Grocery.


Virtual Check-in

We will hold a virtual check-in mid-year.

  • One License / Multiple Attendees
  • The virtual program provides for an entire company registration, allowing multiple people from your organization to attend the virtual session
    • One key person needs to register your company
    • Once the company is registered, we will ask for additional attendee names and emails for others in the company who may want to attend the mid-year virtual session

Questions, call Kay Segal at 602-690-8501 or email Kay at [email protected]

The tabs are working. Please, note, that you have to add a template to the library in order to be able to display it inside the tabs.