The Valora Group is combining its Retail and Food Service B2C divisions. This new step, part of its ‘Foodvenience’ strategy, will help Valora respond faster to changing consumer trends. Effective June 1, 2026, following the completion of the transition phase, Roger Vogt, previously CEO Retail, will assume responsibility for the new unit. The company announced the move as “the foundation for future unique formats and offerings.”

In the Swiss market, the Retail and Food Service B2C divisions are already under Vogt’s joint leadership with immediate effect. He joined Valora in 2018 as CEO Retail Switzerland and, since 2019, has played a key role in the development of the Convenience Retail business and the Foodvenience strategy.

“We are convinced that by deliberately combining our expertise in retail and food service, we can create clear competitive advantages,” says Michael Mueller, CEO of the Valora Group. “This lays the foundation for serving our customers even better, accessing the market more successfully, and continuing to grow in our target markets.”

Vogt also sees great potential in the closer integration of the two divisions: “Our teams in both areas have unique know-how. By bringing them together, we are strengthening our distinctive market positioning and will be able to continue offering our customers the most attractive and innovative propositions in the future. The European Retailer of the Year 2025 award for our new avec store with the integrated The Kitchen concept confirms that we are on the right path.”

Roger Vogt has been CEO of Retail and a member of the Valora Group Leadership Team since 2019. He has 30 years of experience in retail. He contributed to the growth of the company’s convenience brand avec, which expanded more than two-fold in network size in Switzerland over the past five years. In the coming years, the avec network is also set to expand significantly in Germany. Part of his strategy is consistently combining traditional convenience retail with modern food-to-go concepts. Roger Vogt holds an Executive MBA from the Zurich University of Applied Sciences in Business Administration (HWZ).

Photos: Valora Group