Our Mission
Natural FoodService Brokerage is dedicated to helping the decision makers in foodservice understand how easy and profitable it can be to meet the needs of their customers by working natural products into their food offerings.
Our History
Natural FoodService Brokerage was founded in 2004 by Steve Aronow and James Gravelle.
James Gravelle
Gravelle has been a successful natural foods store owner for over 16 years. He took a leadership role at Whole Foods Market, where he set records for productivity and profitability and became an All-Star Team member, Team Leader and Regional Buyer.
Gravelle has also been a Director of Purchasing and Product Development for Bread of Life (since acquired by Whole Foods Market), a Regional Director at Wild Oats Markets, and a Category Manager for Unified Western Grocers.
Steve Aronow
Aronow has over 30 years of sales experience, including over 18 years in organic and natural foods sales. He brings extensive and well-developed industry relationships, and a thorough understanding of natural, grocery and foodservice channels.
Prior to founding Natural FoodService Brokerage, Aronow was the founder and owner of Tria Marketing, the premier natural foods brokerage company in Northern California from 1989-1997. Aronow has also held senior management positions with industry-leading companies including Imagine Foods, Homegrown Natural Foods, Lightlife, and Wildwood Natural Foods.