Building on Trust

Dereck Heim discusses guiding Associated Grocers to new strengths

By Robin Brunet

Veteran grocer Dereck Hein has recently assumed the role of Vice President, Wholesale & B2B Partnerships at Associated Grocers, a division of Pattison Food Group.

The former vice president of retail operations for Buy-Low Foods is excited about his new role, and Western Grocer asked him what it entails.

1. What do you bring to the table?

I’ve worked in a variety of roles within the grocery industry. I started as a part-time clerk and worked my way up to store manager before beginning greater leadership roles. That progression has given me a unique perspective on the business and a deep understanding of what it takes to succeed in this highly competitive and rapidly evolving marketplace.

One of the highlights of my career has been working for Buy-Low Foods and Nesters Market: watching the company grow from a relatively small operation to nearly 50 locations and knowing I played a part in that journey. I’ve learned that success comes from working together as a team, making the right decisions for our customers and retail partners, and building strong relationships based on trust, respect, and a clear understanding of their needs.

2. What are your duties as vice president, wholesale & B2B partnerships?

My responsibilities include working closely with our wholesale, merchandising, procurement, and business development teams to ensure we’re delivering the products, programs, and services our members need to remain competitive in today’s marketplace. A key part of my role is building and strengthening relationships with our retail partners and suppliers. I believe strong partnerships are the foundation of a successful wholesale business, and it’s important that we understand our partners’ challenges and work collaboratively to identify opportunities for growth.

3. What is your vision for Associated Grocers?

I see it continuing to evolve beyond being just a wholesale supplier: our opportunity is to become an even stronger business partner for our members by providing the products, services, programs, insights and marketing support they need to compete in their local markets.

Another opportunity lies in helping independent retailers embrace innovation while preserving the local identity that sets them apart. Whether it’s introducing new merchandising strategies and product lines or connecting them with our dedicated sales teams who work across Western Canada, we’re helping retailers adapt to changing customer needs while staying true to what makes them successful.

Most importantly, I want Associated Grocers to remain the partner of choice for independent retailers. By helping our members thrive in an increasingly competitive marketplace, we’ll continue to strengthen our business alongside theirs.

4. What are your thoughts on how independents in general can thrive today?

I believe their success will come from leaning into the advantages that make independents different rather than trying to compete head-to-head with the largest national chains.

Consumers continue to be more value-conscious than ever, but value isn’t just about having the lowest price. Shoppers are also looking for convenience, local products, community connection, and a better overall shopping experience. That’s where independents have a real advantage.

Also, unlike larger organizations, independent operators can react quickly to local market needs, tailor their assortment, support local suppliers, and make decisions that reflect the unique preferences of their communities.

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