Greetings to all current and potential Illuminators!

We have just concluded another exceptionally successful WAFC Convention in Denver, Colorado! We left Colorful Colorado energized and enthusiastic about the continued success of the Illuminators. Our dedicated committee volunteers supported over 1,500 attendees in numerous visible and behind-the-scenes capacities.

We are thrilled to usher in a new era of leadership within our organization. Our leaders are dedicated volunteers and servant leaders in the grocery industry, embodying a commitment to service and excellence. We eagerly anticipate the positive impact and innovative initiatives that their leadership will bring.

We are also delighted to announce that the Illuminators have welcomed our highest number of new members before and during the convention, bringing us to a roster of over 300 of the most diverse and committed individuals in the CPG industry.

The Illuminator organization remains steadfast in our commitment to our three pillars:

Education: In 2023, the Illuminator Education Foundation awarded over $150,000 in scholarships, underscoring our dedication to fostering educational opportunities.

Leadership: We offer numerous opportunities within our industry to volunteer on committees, even chair them, and to qualify for future service on our Board of Directors, shaping the future of our organization.

Partnering: Engage directly with our customers through networking events, convention rallies, golf tournaments, and more to strengthen strategic partnerships for you and your organization.

We are eagerly anticipating our upcoming events, including the California Grocers Association Conference in September, our exclusive event hosted by Northgate Markets on June 13th in Costa Mesa, our Diversity, Equity & Inclusion event in October in Northern California, the Winter Rallies, and the 2025 WAFC Convention back in Palm Desert. Our mission to “Spread the Lite of Good Fellowship” guides all our endeavors, and we look forward to seeing you at these events throughout the next year. If you haven’t yet, consider joining our vibrant team!

Thank you to all our hardworking and dedicated members. I am immensely proud to serve as your Headlite this year, alongside a wonderful Officer Team and our entire Board of Directors. Together, we are poised for an exciting and transformative journey ahead.

Shine On!

Subriana Pierce

95th Illuminator Headlite
SVP, Sales of Navigator Sales, a C.A. Fortune Company
Email: [email protected]


 “I can’t stress enough, how important the role of the Illuminators organization is to our industry. Their work in promoting Industry Education, and their support of the mission of the Western Association of Food Chains, are vital to the strength of our great industry. In addition. the relationships that are forged between the Board of Directors of the WAFC and the members of the Illuminators, result in strong business ties between our respective companies.”

Dave Hirz, President & CEO, Smart & Final Holdings Corp.


Become a member today and begin a new journey of self discovery and joy of serving others.