Firehook CEO elected SFA board chair

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Firehook CEO elected SFA board chair

12 Aug 2025

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

NEW YORK — After a voting period held this spring and early summer, members of the Specialty Food Association (SFA) tapped the 2025-26 slate of board officers and directors.

“The strength of the SFA comes from our engaged members and the steady leadership of our board,” said Bill Lynch, SFA president. “I want to thank every member who took time to vote this year. We’re deeply grateful to the dedicated volunteer leaders who will help shape our direction and drive our mission forward in the years ahead.”

The SFA board oversees the governance of the non-profit association. Current board member Pierre Abushacra, founder of Firehook, was elected chair for the new term.

The rest of the 2025-26 SFA board officers include:

Vice chair: Scott Jensen, Kosmos Q
Treasurer: Dwight Richmond, Town & Country Markets
Secretary: Sarah Masoni, Oregon State University Food Innovation Center
Immediate past chair: Nona Lim

In this recent election, membership elected three new members, including Heather Brand, head of perishables at Thrive Market and Lucia Conejo-Mir, VP of sales and business development North America for Ines Rosales USA. These directors will serve a three-year term lasting through June 2028.

SFA also appointed more than 35 of its members to serve on councils and committees for this year’s term. These groups support the nonprofit’s approach to priority services and programs such as membership, tradeshows and community.

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