New Kroger Executive Started as Toco Hill Bagger in '80s

Ruben Fernandez started as a bagger in the Toco Hill Kroger in 1982. It was the start of a 30-year journey up the supermarket's chain that continues today.

Kroger announced Thursday the promotion of Fernandez to vice president of merchandising for the grocery store chain's Atlanta Division. In this new role, Fernandez will oversee merchandising efforts for all 213 stores in Georgia, Eastern Tennessee, Alabama and South Carolina.

“Throughout the years, Ruben has been a strong leader for our division and has contributed greatly to our success,” said Bruce Lucia, president of Kroger’s Atlanta Division. “With his vast knowledge, dedication and work ethic, he will take merchandising to new levels in the company.”

“I’m very proud to be promoted to vice president of merchandising,” Fernandez said. “My enthusiasm, keen sense of the customer and experience in merchandising and operations will be tremendous assets to the Atlanta Division team.”

Since starting in 1982, he has held a number of different positions, including cashier, front end manager, co-manager, district front end coordinator, store manager, grocery category manager, district manager and, most recently, director of retail operations.

In addition to his Kroger responsibilities, Fernandez has been an active participant in both the UNCF and United Way fund-raising campaigns.  He has also served as committee member on the Atlanta Hispanic Chamber of Commerce and on the board of directors for the Georgia Chamber of Commerce. 

This article was written by Kroger and edited for publication.