CFS Brands
Geraldine Haffie currently serves as the Regional Sales Director - West for CFS Brands, a role initiated in March 2024, where responsibilities include representing a diverse suite of foodservice products. Prior to this position, Geraldine held the same title at Winco from November 2022 until its acquisition by CFS Brands in October 2023, during which strategic sales plans were developed to drive sales growth. Experience includes West Coast Channel Sales at Pentair, managing dynamic portfolios across eight states, and an Account Manager role at Edward Don & Company, focusing on service agreements and key performance indicators. Previous positions also include Business Development Specialist at Smith & Greene, Key Account Manager for Starbucks at Sunrise Identity, and Territory Manager at Roller and Associates. Geraldine holds a Bachelor of Science degree in Biology: Evolutionary & Conservation from the University of Washington.
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CFS Brands
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Since 1954, CFS Brands cemented its passion for design with many industry firsts, including the commercial-grade plastic beverage pitcher and, more notably, the Bains Marie bin - forever transforming food storage and handling. Today, CFS Brands is one of the largest partner suppliers to the FoodService, Healthcare and Hygiene industries. Our goal is to provide customers with innovative solutions, quality service and a comprehensive shopping experience - increasing success while reducing costs. CFS Brands identifies the problem and invents the solution, expanding on inspiration from the past to reshape industries using today’s technology. While simultaneously harnessing the power of our best-in-class brands like San Jamar, Dinex and Sparta, to establish customer-centric solutions, the heart of our innovation. Our worldwide team of dedicated employees drives CFS Brands as the single-source and most trusted partner for integrated solutions and support, helping deliver our brand promise: Designing Value. Delivering Success.