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    Sweetbay Names Broader C.E.O.

    TAMPA, Fla. -- Sweetbay and Kash n' Karry, the dual regional banners based here and operated by Delhaize America, now have a c.e.o.; Shelley G. Broader, formerly president and c.o.o. at the supermarket chains, has been promoted to the chief executive position after leading the successful creation of the Sweetbay concept, a completely new shopping experience for Florida shoppers.

    TAMPA, Fla. -- Sweetbay and Kash n' Karry, the dual regional banners based here and operated by Delhaize America, now have a c.e.o.; Shelley G. Broader, formerly president and c.o.o. at the supermarket chains, has been promoted to the chief executive position after leading the successful creation of the Sweetbay concept, a completely new shopping experience for Florida shoppers.

    Broader's promotion is also a sign of validation from parent Delhaize of the concept's success. Twenty-six Sweetbay stores are up and running in southwest central Florida, with 49 more planned to be operating by 2007.

    "This promotion recognizes Shelley's vision for Sweetbay, execution of the concept, and early success," said Ron Hodge, c.e.o. of Hannaford Bros. Co., to whom Broader reports. "The creation of Sweetbay has demonstrated her ability to articulate a Sweetbay experience that is uniquely Florida, while leveraging the best of all operating companies of Delhaize Group."

    Broader has 15 years of diverse experience in grocery retailing. Over the past two and a half years she has led the transformation of her chain from Kash n' Karry to Sweetbay, entirely reinventing the company.

    Broader is also considered an established leader in the Tampa business community. She was honored with the Tampa Bay business services Businesswoman of the Year award in 2005. She shares her leadership skills with a number of boards in the Bay Area, including Moffitt Cancer Center, St. Leo's University, The Tampa Bay Partnership, and Pinellas Education Foundation.

    Prior to becoming president and c.o.o. at Sweetbay/Kash n' Karry, Broader served as s.v.p. of business strategy, marketing, and communication for Hannaford in New England.

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