The Fresh Market Promotes Alyssa Vescio to CCO
The Greensboro-based grocer consolidates its commercial leadership under the former merchandising executive.
Updated on Oct. 28, 2026 in Organic Food
The Fresh Market has named Alyssa Vescio as its new chief commercial officer. The promotion merges the company's merchandising, marketing, and commercial planning departments into a single leadership division.
Why it matters
By unifying these key departments under one executive, the company aims to streamline its strategic operations and commercial planning. This reorganization marks a significant change in the organizational structure of the Greensboro-based grocer.
The Fresh Market currently maintains a retail footprint of more than 170 grocery stores across 22 states, alongside one dedicated Spirits & Wine location. The organization holds a position of 70 on the industry-standard PG 100 list.
The players
Alyssa Vescio
The newly appointed chief commercial officer at The Fresh Market previously held merchandising leadership roles at the company and Whole Foods Market.
The Fresh Market
A specialty grocery retailer headquartered in Greensboro, North Carolina, that operates over 170 stores across the United States.
Naturally Network
A national organization dedicated to supporting the natural and organic products industry where Vescio serves as vice chairperson.
The details
Vescio previously led merchandising at The Fresh Market for one year after spending eight years at Whole Foods Market. She currently serves as the vice chairperson of Naturally Network.
Timeline
The Fresh Market earned five USA TODAY 10BEST Awards in 2026.
Culture Shift
The organizational changes at The Fresh Market reflect a broader industry trend toward integrating marketing and merchandising to optimize retail performance. This strategy mirrors the professional benchmarks established by companies ranked on the PG 100 list.
Shoppers in Greensboro and across the 22 states served by the retailer may notice changes in marketing initiatives or in-store product promotions as the new leadership takes effect. These operational updates are designed to influence the consistency of the shopping experience across all locations.
The takeaway
Consolidating departments into a single commercial umbrella often allows retailers to react faster to changing consumer preferences. Customers should anticipate a more unified brand strategy as the company looks to leverage its new leadership structure.
Further reading
For more news regarding industry leadership changes, visit Organic Food.
