Richard Hernandez

Director, Affiliated Foods, Inc.

With over 30 years’ experience in the retail sector, Richard’s expertise spans across a broad range of fields:

Pricing, strategic initiatives, store operations, category management, product development, data analytics, retail consultancy,  as well as being a coach and a mentor to those in and out of the retail sector.

He has worked for several top retail companies adding to his experience and gathering tools from his retail toolbox to continue his adventure in retail.

Richard believes that we can learn something from everyone.

He is excited to be part of the RetailWire BrainTrust, not only to share his knowledge, but to continue to be a student of retail.

  • Posted on: 03/05/2021

    Will Walmart make a sizable impact with its latest ‘Made in USA’ commitments?

    Bob, you and Gene are correct. I remember Sam Walton making a stand saying Walmart was only going to sell products made in the U.S. in its stores. There were TV commercials as well. And yes Bob, it got a little muddy and remains a gray area today in terms of what "Made in USA" means...
  • Posted on: 03/04/2021

    Is Texas messing with retailers?

    Hi George, Gov. Abbott had originally planned to announce the change the week of the cold weather event and before CPAC. I don't know if that would made a difference or not -- the whole power grid thing was a disaster and unfortunately the governor, ERCOT (the CEO was fired last night), and local city/county officials will need to answer to the public about how one of the largest states in the country can't keep power on when its citizens needed it the most. You are correct on the coverage -- it just seemed to be a pile-on yesterday in the national news (I understand why it would be). I am still hopeful that the what we saw earlier in the pandemic in regards to mask compliance will be more cooler heads prevail. Many of the businesses have said they will even continue to provide masks if customers need one. At the end of day, unfortunately, it is a political football with either party making plays to make points with their constituents.
  • Posted on: 03/04/2021

    EQ is the special ingredient to feed entrepreneurial success

    Thank you Dave, your statement is spot on.
  • Posted on: 03/04/2021

    Is Texas messing with retailers?

    I live in Texas and I don't think this is a political thing for no reason other than it is the largest state thus far to relax mask mandates. Florida and other states did this before Texas - and I don't remember seeing the press make a big deal about it. It will hopefully save some of the restaurants and other businesses barely surviving day to day. The misconception here is that the governor didn't give the citizens a choice -- if polls are correct, most people will be continuing to wear masks even when they have been vaccinated (as will I). Most retailers and restaurants have also said they will continue require employees to wear masks and ask customers to continue to do the same. The other thing that was removed was the ability to jail or arrest people not wearing masks at a time where people had limited or no income. I never understood this rule. Will there be issues with people not wanting to wear masks in a retail store that is still requesting customers to wear a mask? Absolutely, but I believe it will be less confrontational than in the beginning of the pandemic. Texans are rational people and given the choice, I believe most will continue to wear masks, socially distance and wash their hands. The few that choose not to do not represent the many citizens of the state.
  • Posted on: 03/03/2021

    Target CEO says record-setting 2020 was no ‘fluke’

    Target was one of those companies that was very reactive to the pandemic early on and made supply chain and delivery modifications to accommodate the changes in consumer shopping. I think the only way they could go is up. As long as they continue to take care of their store associates and support the increase in digital sales, they will continue to be one of the leaders of the pack.
  • Posted on: 03/02/2021

    Macy’s leadership changes focus on digital ops and supply chain

    That's a lot of change. Its good to see that they realize the focus needs be in digital and supply chain and bringing in outside help is always good to help see the future from a different pair of eyes. I think one of their big hurdles that remains is how to differentiate from the others in the department store arena and stay relevant in the customer's minds. Right now, there is nothing that would make me shop at Macy's that I can't get a Target or Kohl's.
  • Posted on: 03/01/2021

    Do rivals need to follow Costco’s minimum wage lead right now?

    That would be YES. People should be paid their worth and Costco has been ahead of the curve for a long while. I hope more businesses will follow without being told they have to do it.
  • Posted on: 02/26/2021

    Target wants a bigger slice of Apple’s pie

    I love this collaboration but with one caveat - I really hope they put in staff that are very savvy with Apple product and can recommend solutions without having to go to a physical Apple store. Where I used to live, the closest Apple store was four hours away and the Best Buy in town was able to correct a hardware issue on my phone.
  • Posted on: 02/25/2021

    Are Americans ready to do some good old-fashioned ‘revenge shopping’?

    Agreed - treasure hunt shopping is not as fun online as it is actually in-store. I believe some people will still be hesitant as the stimulus funding is still up in the air, and people still have to have money for the basics -- shelter, utilities, and food -- before they can think about going on a spending holiday on themselves and feel good about it.
  • Posted on: 02/25/2021

    What’s next for mask mandates?

    So here is what I have heard, at least in the state I live in - "if I get the two shots (the vaccine) and I am 95 percent protected, why should I wear a mask?" That becomes a more slippery slope as more states are beginning to vaccinate the rest of the general public after the initial groups were completed. I see this getting to be more of an issue as more of the public gets vaccinated.
  • Posted on: 02/24/2021

    Macy’s says it will recover and rebuild coming off a tough 2020

    Macy's has been reconfiguring their business model for some time now. I really don't know how much longer this will go on and I am hopeful they will be able to survive with a solid plan to leverage the continued change in shopping patterns.
  • Posted on: 02/24/2021

    Best Buy is handing out bonuses, paid time off for vaccines and pink slips. Huh?

    They lay off staff, they increase the pay, give bonuses and more time to get vaccinated -- what is the end game? I guess the question to ask is, why even lay off staff if apparently your staff has supported an increase in online sales? You will still need staff, just in different capacities within the store.
  • Posted on: 02/19/2021

    Will 7-Eleven’s beer and wine on tap be a c-store game changer?

    I have seen C-stores with growler filling stations before but there was controlled access to check for ID before you were able to access it. I think if they are serving food items that can go with a brew on tap, then why not? You just have to have a way to monitor age and a minimum limit on the number of beers you can have at one sitting.
  • Posted on: 02/19/2021

    Walmart gives workers a raise and weighs in on the minimum wage debate

    This. Thank you Mark - you hit all the salient points.
  • Posted on: 02/18/2021

    Is Joann’s IPO success all sewn up thanks to the pandemic?

    Where is Joann in regards to rolling out the new concept from a few years ago? While I think the pandemic has helped with sales, I don't know how long people are going to keep crafting once life gets back to normal so sustainability is a big question.


  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.