Kroger exec, produce sales veteran to acquire GoldenSun Insights

Randy Riley, Kroger’s director of produce merchandising, and Jason Fuller, vice president of GoldenSun Insights, are acquiring GoldenSun from owner Don Goodwin.

The company, founded by Goodwin in 2004, will change hands Oct. 1. He plans to remain an advisor to the new owners. The company, originally named Golden Sun Marketing, rebranded with a new name in July.

“At our core we are a strategy-centric firm with a deep understanding of retail; and the background of both these individuals will continue to strengthen our capabilities,” Goodwin said in a news release. “Randy’s expertise in retail and Jason’s deep knowledge of selling produce will help us better serve our clients through effective strategy and new growth opportunities.”

Riley started his career as a produce clerk and has been a produce buyer, promotional planner, and category manager. He’s been Kroger’s director of produce merchandising for almost four years. The Packer profiled Riley in its annual list of 25 influential people in the industry in 2019.

“Don and his team have built a unique company with a unique set of services from seed to retail for their clients,” Riley said in the release.

Fuller joined GoldenSun as vice president early this year, and his career has been focused on sales positions in California, including grape companies. He was at Markon Cooperative early in his career, followed by roles at Freshkist, Tanimura & Antle, Castlerock Vineyards, Stevco, Sun World International and Famous Vineyards.

“We are excited to carry on Don’s vision of strategy, business development and marketing into the supply chain and through retail,” Fuller said in the release.

GoldenSun’s clients range from seed companies to retailers, including grower-shippers, trade associations and distributors.

“My intention is to first focus on my health. I will be supporting Jason and Randy and their team part time,” Goodwin said in the release. “I also hope to focus on expanding my role to work with universities, mergers and acquisitions, and participation on boards.”

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