Welcome & Contact Us - 2025 WAFC Annual Convention

Hello Friends,

On behalf of the Board of Directors of the Western Association of Food Chains, we’re thrilled to welcome you to the 2025 WAFC Convention at the stunning desert oasis of Palm Desert, at the JW Marriott Desert Springs Resort. As the sun sets over the mountains, we gather where the spirit of the desert—resilient, vibrant, and full of life—reflects our own journey of growth and transformation.

This year’s theme celebrates the desert, a landscape where perseverance and thriving against the odds are part of its natural beauty. Just as the desert blooms, WAFC flourishes with purpose: “Advancing the Food Industry Through Education and Leadership.” Over the next four days, immerse yourself in the opportunities waiting for you—combining work, play, and inspiration in this remarkable setting.

The WAFC Convention is more than just an event. It’s a launching pad for innovation, deepening knowledge, and forging lasting industry connections. From thought-provoking sessions to dynamic retailer meetings and unforgettable evening events, we’ve crafted an experience that will leave you energized and ready to embrace new challenges.

Our amazing Illuminators, led by the inspiring Headlite Subriana Pierce, will once again light up the convention with their warmth, energy, and hospitality. Their dedication is the heartbeat of this event. If you’re not yet an Illuminator, now is the perfect time to join this vibrant community—you won’t regret it! From the Saturday night welcome reception to the daily breakfasts, lunches, and Tuesday evening banquet, we hope you’ll find joy and a deeper sense of purpose. Our industry has been incredibly generous, and this is our chance to give back.

At WAFC, we are driven by one mission: to empower individuals with the skills needed to thrive in the food industry. Our programs—RMC, FIEP, and FIM—are gateways to opportunity, career advancement, and leadership development. This convention reflects our commitment to education, strengthening retailer-supplier relationships, and raising essential funds for scholarships that change lives.

As you explore the convention, remember that every interaction and every dollar raised is an investment in the future of our industry. By championing education, we’re shaping the leaders who will drive our companies, our industry, and our communities forward.

Gear up for an extraordinary experience. We can’t wait to see how this year’s convention will inspire and challenge you. As you return home, may you carry with you not only the memories of a phenomenal event but the passion and tools to continue your journey of growth and excellence.

See you in the desert—where dreams take root and flourish!

Kevin Lovell
WAFC, Interim President & Vice President
Albertsons / Safeway NorCal, SVP Operations