Joel Allen is the senior vice president of non-foods for Hy-Vee, a supermarket chain in the Midwestern U.S. with more than 265 locations across Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin. With deep knowledge of the retail business, Joel can speak to what retailers are looking for from category leaders and how retail is approaching moments to attract and convert more shoppers. Prior to joining Hy-Vee, Joel was a board member for the Nebraska Grocery Industry Association.