is a co-founder and CEO of Food Launch LLC. He is one of the most accomplished private label leaders in the U.S. natural grocery industry, bringing more than 25 years of food retail expertise. He began his career at age 16 with Safeway, gaining hands‑on experience across customer service support, Safeway.com home delivery, corporate procurement, and in‑store operations.
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As he advanced through the organization, Shannon earned a bachelor’s degree in Agribusiness with a concentration in Food Marketing from the W.P. Carey School of Business at Arizona State University, graduating summa cum laude.
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Shannon later spent a decade at Sprouts Farmers Market, where he led all private label strategy and product development initiatives. During his tenure, he grew private label revenue from $30 million to more than $900 million annually and successfully commercialized over 1,000 new products. His expertise spans category management, procurement, pricing, packaging, supply chain, and buyer expectations, giving him a uniquely comprehensive understanding of the U.S. retail ecosystem.
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He went on to serve as Vice President of Sales & Marketing at Ice Box Foods, overseeing sales, marketing, strategy, product development, and retailer relationships. In this role, he launched more than 150 internationally sourced products across multiple retailers, navigating major market disruptions, including COVID‑19 and the U.S. reciprocal tariff crisis while continuing to drive growth and maintain strong retailer partnerships.
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With unmatched insight into buyer behavior, retailer requirements, and supplier success factors, Shannon brings rare, real‑world expertise to Thai manufacturers seeking to expand into the U.S. market. His leadership, operational depth, and results‑driven approach have made him one of the most trusted authorities in the food and beverage retail space.