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Fleeman To Helm Ahold Delhaize USA’s New Peapod Digital Labs

Ahold Delhaize USA logo New York City

Ahold Delhaize USA has created a new entity called Peapod Digital Labs that it says is designed to drive digital and e-commerce innovation, technology and experience to meet the changing needs of customers of its local brands. JJ Fleeman has been named president of Peapod Digital Labs and chief e-commerce officer.

“We are excited about this new company, which will serve as the engine that powers our U.S. e-commerce and digital strategies,” said Ahold Delhaize USA CEO Kevin Holt. “As one of the largest grocery retailers and a market leader in home delivery on the East Coast, the great local brands of Ahold Delhaize USA have a strong heritage of innovation. The creation of Peapod Digital Labs and appointment of JJ to lead the new company and serve as chief e-commerce officer will enable us to sharpen our focus on leveraging the size and scale of the U.S. brands to provide customers with a personalized and effortless shopping experience.”

Peapod Digital Labs will accelerate growth in digital and personalization capabilities for the great local brands of Ahold Delhaize USA and will serve as the innovation lab for the U.S. portfolio of companies. It also will oversee the Chicago-based online grocery retail brand.

Fleeman To Helm Ahold Delhaize USA’s New Peapod Digital Labs
JJ Fleeman

“Ahold Delhaize USA is creating Peapod Digital Labs, which will drive market-leading digital and e-commerce capabilities to power the company’s six local brands as they create best-in-class customer experiences,” said Fleeman. “We have a tremendous opportunity to build upon Peapod’s longstanding history of innovating to meet consumers’ needs to create an unparalleled omnichannel grocery experience. Whether it’s searching for inspiration on meals, shopping online or driving digital and personalization in-store, Peapod Digital Labs will enhance the digital experience to the benefit of U.S. consumers.”

Fleeman most recently served as EVP, commercial services & strategy for Retail Business Services, Ahold Delhaize USA’s newly established support services company. Prior to that, Fleeman was chief strategy and development officer for Delhaize America and played a key role as the global integration and program leader for Delhaize Group during the merger that created Ahold Delhaize. He also led the creation of a digital center of excellence at Delhaize America. Throughout his career, Fleeman has also held an array of senior-level roles in strategy, marketing, operations and merchandising.

Ahold Delhaize USA will build out Peapod Digital Labs in the coming months and expects to have the new organization fully operational by the end of this year.

Ahold Delhaize USA is the parent company of Food Lion, Giant Food, Giant/Martin’s, Hannaford and Stop & Shop, as well as online grocery retailer Peapod and Retail Business Services.

About the author


An 11-year employee of The Shelby Report who writes for and about food. In previous lives, she worked at a police department in Texas and an amusement park in Arkansas. She also was a newspaper publisher for more than a decade. Not sure which of those qualified her for this job.

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