Expert Insights
August 12, 2026
How can grocers build stronger leaders and better support systems to grow their teams and communities?
In this Expert Insights interview, Audrey Hogan talks with Kristin Popp, Executive Vice President of Woodman’s Markets and leader of Women Grocers of America (WGA). Kristin reflects on her 28-year career in grocery, her passion for supporting women in the industry, and how her organization is creating inclusive, long-term growth from the inside out.
Watch the full interview to hear how Kristin’s philosophy of staying present, empowering leadership, and building confidence is helping the next generation thrive.
Career growth doesn’t need to be fast: Kristin encourages new leaders to stay grounded in their current roles, mastering them before rushing to the next step.
Great culture starts with leadership: Retention and recruitment rely heavily on store-level leadership and the culture they create.
Support is essential for women in grocery: Through WGA and the “Grocery From Her Seat” podcast, Kristin works to build confidence and community for women in the industry.
Peer networks drive development: Mentorship, community engagement, and cross-functional support help rising talent feel confident and included.
Invest in your leaders: Kristin’s team runs weekly leadership calls and partnered with experts like Steve Black to provide practical tools for managers.
Get back to basics: Leadership success doesn’t always require big changes — sometimes it’s about aligning on the fundamentals and executing them consistently.
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Woodman’s Markets: An employee-owned, independent grocery chain based in Wisconsin and Illinois.
WGA (Women Grocers of America): A nonprofit organization under NGA dedicated to supporting women in grocery through leadership development, advocacy, and community.
Grocery From Her Seat: A podcast hosted by Kristin Popp that shares the experiences and insights of women in the grocery industry.
Leadership fundamentals: The foundational habits and values leaders need to manage teams successfully — often revisited for long-term growth.
Steve Black: A leadership coach and trainer who partners with grocery organizations to provide practical management tools.
Onboarding: The structured process of integrating new employees into an organization.
00:05 – Audrey Hogan:
Would you just introduce yourself briefly?
00:07 – Kristin Popp:
Absolutely. I’m Kristin Popp. I’m the Executive Vice President for Woodman’s Markets. I’ve been with the organization for 28 years. We’re a retail grocer based in Wisconsin, with 19 locations — 13 in Wisconsin and 6 in Illinois.
00:22 – Audrey Hogan:
Wow, I didn’t realize you were multi-state.
00:24 – Kristin Popp:
Yes.
00:24 – Audrey Hogan:
What was your very first hourly job?
00:26 – Kristin Popp:
Babysitting at a church.
00:30 – Audrey Hogan:
What did you love about it?
00:31 – Kristin Popp:
The interaction with kids. It’s empowering to influence the younger generation.
00:40 – Audrey Hogan:
What does your day-to-day look like now?
00:42 – Kristin Popp:
As EVP, I oversee the organization and work with teams daily to understand what’s happening, where our opportunities are, and how we can continue to grow and thrive.
01:14 – Audrey Hogan:
What happened between babysitting and now? What lessons or roles shaped you?
01:21 – Kristin Popp:
I started at Woodman’s while going to college. It was supposed to be temporary, but I found my career here. I’ve done accounting, HR, operations — a little bit of everything. It’s helped me understand the business deeply.
02:18 – Kristin Popp:
Advice? Don’t be in a rush. Focus on your current job and do it well. That deep understanding sets you up for the next step. It helps you relate to your team and lead more effectively.
03:41 – Audrey Hogan:
Can you tell us about WGA and your role there?
03:50 – Kristin Popp:
WGA is Women Grocers of America. I’ve been involved for about eight years, and I took over leadership in 2020. Our goal is to support women in grocery — to create a space for growth, confidence, and connection. We’re not anti-men; we’re building a balanced table where everyone can succeed.
05:06 – Audrey Hogan:
I love how you framed that — it’s not about exclusion.
05:22 – Kristin Popp:
Exactly. Women often hesitate to step forward unless they feel prepared. WGA gives them the support to step up with confidence. We’ve also added student board members to give young people early exposure to networks and leadership.
06:09 – Kristin Popp:
We’re seeing more voices at the table now — including people who weren’t part of these events before. That’s what it’s all about: building a stronger industry together.
06:54 – Audrey Hogan:
Tell us about your podcast, Grocery From Her Seat.
07:23 – Kristin Popp:
We launched it last year to spotlight remarkable women in grocery. It’s about sharing stories and advice to inspire others. We’ve done about 25 episodes, and the conversations have been incredible.
08:10 – Kristin Popp:
A recurring theme? Definitely the advice: lean into your community, ask for help, get uncomfortable — because growth happens outside your comfort zone.
08:42 – Audrey Hogan:
Let’s talk about recruiting and retention at Woodman’s. What’s working?
09:06 – Kristin Popp:
Culture starts with leadership. Your reputation and word of mouth are more powerful than job ads. We focus on empowering leaders to create positive environments. That starts with building trust and giving managers the tools to succeed.
10:19 – Kristin Popp:
Leaders need to listen and respond. If you ask for feedback and don’t act on it, people stop talking. You have to build trust first.
10:52 – Audrey Hogan:
Any tools or strategies that are really working for you?
11:18 – Kristin Popp:
We’ve invested in leadership development. Weekly leadership meetings, a weekly leadership email from me, and training with Steve Black. We’re going back to basics — resetting on fundamentals that align the entire team.
12:39 – Audrey Hogan:
Any big takeaways from NGA 2025?
12:49 – Kristin Popp:
I’m still exploring — didn’t get out as much yesterday, but today I’m diving into the floor to find those key takeaways. Always a great event. Thank you for having me.
13:07 – Audrey Hogan:
Thanks for your time — great getting to know you better.
13:11 – Kristin Popp:
Likewise!
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