Est. 1978 · Walgreens only since 2015

We grow your business at Walgreens.

Strategy, analytics and execution from one dedicated account team. We help Brands and Owned Brand suppliers secure the business, stay in stock and keep growing.

Discuss your Walgreens business
I have a Branded productI make Owned Brand products
Since 1978Health & Wellness, Personal Care, Beauty Care and OTC
Dual focusBranded and Owned Brand businesses at Walgreens
500+ metricsSales and supply chain data through Circana
Store levelAnalysis down to the individual store

Brands we work with

Current Branded clients at Walgreens

Waterpik
Neuro
Boost Oxygen
MegaLabs
DeveloPlus
OCuSOFT
WaxRx
Blaine Labs

Owned Brand categories we cover

Confidential by design. Supplier names stay private, as they should in Owned Brand.

  • Allergy
  • Baby
  • Cough & Cold
  • Digestive Health
  • Eye & Ear Care
  • Family Planning
  • Feminine Care
  • First Aid
  • Foot Care
  • Hair Care
  • Health Testing
  • Pain Relief
  • Pediatrics
  • Sleep

Brands we introduced to Walgreens

Past introductions, from startups to household names

Cremo
CloSYS
Orgain
Australian Dream
MAV Beauty Brands
Ferndale Healthcare
Implus
Softsoap
St. Ives
Fujifilm
Biotène
Kao
Dr. Fresh
DenTek
Natrol
Babyganics
Who we serve

Two businesses. One dedicated team.

Walgreens runs two very different businesses on the same shelf. Our attention to both gives us a clear view of what success looks like on each side.

Brands

Get on the shelf and grow from there.

For Brands entering Walgreens or ready for more than their current rep delivers.

  1. EvaluateProduct viability, category fit and the path to shelf.
  2. SecureThe story, projections and line review preparation for the buyer.
  3. LaunchItem setup and milestones from award to on shelf.
  4. GrowStore-level analytics, promotions and distribution gains.
2 → 25+Branded item growth at Walgreens for DeveloPlus since launching with Hockfield
Discuss your Brand
Owned Brand suppliers

Secure the award, then deliver on it.

For manufacturers supplying, or looking to supply, Walgreens Owned Brand.

  1. OpportunityWe market your capabilities to Walgreens and find new item opportunities.
  2. Sourcing & awardCBX sourcing events, bid communication and follow-through to award.
  3. Project managementAward to shelf: artwork liaison, STIBO setup, How2Recycle, WERCS and GMI print quality.
  4. Business supportOngoing PO tracking, forecasts, and monitoring of fill rate and store in-stock rate.
0 → 105Owned Brand item growth for one supplier over 22 years with Hockfield
Discuss an Owned Brand opportunity
Services

Expertise at every stage of your Walgreens business.

In-house teams cover many retailers. We cover one. Manufacturers and growing Brands rely on our Walgreens-only focus to add depth their own teams can’t match, with the stability of a team that stays with your business year after year.

Laura Anderson and Dave Del Cotto reviewing data together

Sales Strategy

Evaluate the opportunity, build the story and manage the business for Branded and Owned Brand items.

  • Product viability and path to market
  • Reset timing and category insights
  • Category Line Review (CLR) preparation
  • Assortment, innovation and promotion strategy
  • Pricing and COGS strategy
  • Owned Brand NPD and CBX Sourcing

Project Management

Your liaison with Walgreens from awarded item to on shelf, including every system and compliance step.

  • Milestone development and launch tracking
  • STIBO new item setup and maintenance
  • Owned Brand artwork liaison
  • How2Recycle (H2R) and WERCS
  • Print Quality Assurance with GMI

Sales & Supply Chain

The day-to-day work that keeps product flowing and protects the relationship with the retailer.

  • PO review, tracking and lead time reviews
  • Vendor cut and allocation requests
  • Promo VSF forms, co-op renewal and deal post-audit
  • Walgreens.com item setup through CEP
  • Damages, call-ins and exit strategy

Analytics

Store-level sales and supply chain data to find opportunities, fix problems and prove results.

  • Circana data with 500+ metrics
  • Yesterday's data, today
  • Weekly POS and category analysis
  • Forecast and supply chain KPI trends
  • Sales optimization by store segment
Hockfield sits where the needs of the supplier, Walgreens and the consumer overlap SUPPLIER Growth goals and long-term value WALGREENS Retailer priorities and growth CONSUMER The right products, better experiences HOCKFIELD
The Hockfield Method

We work where supplier, retailer and consumer needs meet.

A product succeeds at Walgreens when strategy, sales and analysis serve all three. Securing distribution or a sourcing award is only the start. We keep monitoring the data and adjusting to real results, with tireless follow-up and effective follow-through.

  1. 01EvaluateIs the product or capability ready, and where is the opportunity?
  2. 02SecureBuild the story, pricing and plan for the buyer or sourcing team.
  3. 03LaunchManage setup and milestones from award to shelf.
  4. 04MeasureAnalyze POS and supply chain data every week.
  5. 05GrowFix gaps, expand distribution and scale what works.
Growth stories

Clients come to us to grow. Then they stay.

Branded or Owned Brand, new to Walgreens or ready for more from your current rep, here is what growth with Hockfield looks like. Client names are kept confidential. The results are real.

Impact
82%of our clients’ Walgreens items launched with Hockfield
Relationships
A decade+with 10 of our clients. Our longest relationship: 35+ years.
Specialization
1 retailerWalgreens only. Our sole focus since 2015
Owned Brand client · OTC
0 → 105

Every one of their 105 Walgreens items was added with Hockfield.

Over 22 years together, this manufacturer has grown into a Walgreens Owned Brand supplier across eight OTC categories, with about $90MM in annual retail sales.

  • 22 years together
  • 8 categories
  • ~$90MM retail sales
How long clients stay with us
  1. Branded clientHair color
    35+ yrs0 → 25 items
  2. Owned Brand clientFeminine care
    24 yrs0 → 14 items
  3. Branded clientMulticultural hair care
    15 yrs8 → 18 items
  4. Owned Brand clientOTC & family care
    11 yrs3 → 31 items
  5. Owned Brand clientOTC & baby care
    9 yrs3 → 17 items
  6. Owned Brand clientFirst aid & topicals
    6 yrs0 → 10 items
  7. Owned Brand clientDigestive health
    2 yrs0 → 8 items
  8. Branded clientDigestive health
    1 yr5 → 7 items
New to Walgreens
Owned Brand client · Digestive health
0 → 8 items
in two years, about $8MM in retail sales

From first meeting to a full line.

A new Owned Brand supplier came to us with no Walgreens business. Two years later they have eight items at Walgreens.

Year one with Hockfield
Branded client · Digestive health
5 → 7 items
with two new items secured in the first year

Existing Brand, new momentum.

An established Brand already at Walgreens moved its business to Hockfield and added new items in its first year with us.

In it for the long run
Branded client · Hair color
35+ yrs
together, and all 25 of their items added with us

A partnership measured in decades.

Every item this Brand sells at Walgreens was added during our partnership. Six of our clients have been with us for more than 20 years.

Walgreens item counts and retail sales, latest 52 weeks, as of September 2026. Client names withheld.
Client testimonials

In our clients' words.

“They are what I call the ‘Gold Standard’ in terms of what a partnership should look like and act like.… What does that look like in a word? Proactive.”

“I wish all my retail representation partners performed and carried themselves as professionally and as thoroughly as the entire Hockfield team. And I do mean the entire team.… They have our complete trust they are working hard for us.”

CloSYS
Andy GrittiExec VP of Pharmaceuticals, Rowpar (CloSYS)
“They have been a critical partner in guiding, managing and growing our business at Walgreens. We couldn’t have done it without them.”
Ferndale Healthcare
Ann SmithPresident and CEO, Ferndale Healthcare
“Hockfield has the analytic expertise, and category management perspective, that align our objectives with customer objectives.”
Waterpik
Joe CernigliaDirector of National Accounts, Waterpik
2 → 25+items at Walgreens since DeveloPlus launched with Hockfield
“Hockfield knows the bottom line as well as the top line for selling a Brand profitably.”
DeveloPlus
Ed GeopfertVP of Sales, DeveloPlus
“This group understands the inner workings of Walgreens and how to make things happen.”

“They continue to add resources and reinvest in their business to make sure they can meet the ever-changing needs of the retailer as well as the vendor.”

Cremo
Bob TerrellVP of Sales, Cremo
Our story

Nearly five decades of persistent evolution.

Ed Hockfield started the company to find promising vendors and products and prepare them for a major retailer’s shelf. Getting there is still only the first step. The real work is what comes after: managing the business every week so it stays on shelf and keeps growing. The business has become far more complex, with more decision makers, more data and more pressure on profitability. Since 2015 we have focused on one retailer, Walgreens, and built our systems to exceed what it expects from a rep.

Hard work and a positive attitude still win, even in today's retail environment.The Hockfield philosophy, since 1978
  1. 1978Hockfield & Associates foundedEd Hockfield builds the company around Health & Wellness, Personal Care, Beauty Care and OTC.
  2. 1980s–90sEarly in Owned Brand and data adoptionHockfield helps several of the newest and biggest private label categories take off, and grows the team to meet new technology demands from vendors and retailers. In the early 1990s, Barbara Anderson leads Hockfield’s implementation of EDI.
  3. 2006New ownershipSteve Anderson purchases Hockfield and expands the team.
  4. 2015All in on WalgreensHockfield focuses solely on Walgreens. Laura and Brent Anderson lead a rebuild of our systems, reporting and processes around one retailer.
  5. 2021Next generation of ownershipBrent Anderson becomes a co-owner of Hockfield.
  6. 2026Evolving againWe complete a full rebuild of how we work. Every project, deadline and data point now lives in one connected system, so less time goes to admin and more to your business.
  7. TodayBuilt to exceed Walgreens expectationsA full account team for Brands and Owned Brand suppliers, with store-level analytics and supply chain support.
The Hockfield team
The team on your business.Strategy, analytics, project management and supply chain, all under one roof.
Our team

The people on your business.

A small team with deep retail experience. You work with the same people from first meeting through every reset.

The Hockfield team in a meeting
Steve Anderson

Steve Anderson

President, Sales & Business Development

Nearly 50 years selling to drug, food and mass retail. Founded Steve Anderson & Associates in 1980, joined Hockfield in 1995 and bought the company in 2006.

Brent Anderson

Brent Anderson

EVP Sales & Business Development

Joined in 2011 from Morgan Stanley and became a co-owner in 2021. Leads sales and new business development, co-led Hockfield’s 2015 rebuild and led the 2026 rebuild of how we operate, from project management to reporting.

George Riedl

George Riedl

Senior Strategic Advisor

Former President of Health & Wellness at Walmart US, leading 4,600+ pharmacies. Before that, 27 years at Walgreens, including EVP of Merchandising & Marketing and SVP of Pharmacy Innovation & Purchasing.

Jamie Burnett

Jamie Burnett

VP Sales & Brand Development

Drives our Branded client business, from line reviews and sell-in to growth on shelf. Joined in 2023, bringing experience from both sides of the desk: Kmart buying, Advantage Sales & Marketing and HBC manufacturing.

Dave Del Cotto

Dave Del Cotto

VP, Sales Strategy & Analytics

15+ years in large firm financial operations including PepsiCo, Edelman and Omnicom Media Group. Developed and manages Hockfield’s analytics capabilities that shape sales strategy with category managers, supply chain and clients.

Laura Anderson

Laura Anderson

Operations Manager

Joined in 2014 from Aurora Investment Management, a large hedge fund of funds, and brings the same attention to detail to every account. Co-led our 2015 and 2026 systems rebuilds, leads new vendor setup at Walgreens and manages supply chain and operations for our largest Owned Brand clients.

Kate Colletti

Kate Colletti

Project Manager

Leads project management, taking new items from award to on shelf, and is a client favorite for keeping every launch on track. Joined in 2019 after 20+ years managing construction projects.

Halina Kowalski

Halina Kowalski

Sales Administration & Support

20+ years in sales administration, including time on the vendor side. Manages promo submissions, vendor and Walgreens accounting and deal post-audits, known for diligent follow-up.

Becky Peschke

Becky Peschke

Client Service Associate

Joined in 2020 as part of an acquisition, after 21 years as an executive assistant. A meticulous manager of orders and cut reports who also assists with vendor supply chain collaboration calls.

Barbara Anderson

Barbara Anderson

Office Manager

With Hockfield since 1992. Led our early move to EDI and has kept the company current with technology ever since. Oversees internal operations and technology.

Member ofNACDSPLMA
In our community

Giving back close to home.

We are proud supporters of two Chicagoland organizations that help people with intellectual and developmental disabilities live full, independent lives. We support both through donations and event sponsorships.

Little City · Palatine, IL

Since 1959, Little City has provided residential, education, employment and day programs for children and adults with intellectual and developmental disabilities.

Visit littlecity.org

Center for Enriched Living · Riverwoods, IL

CEL offers social recreation, adult day, employment and mental health programs that help people with developmental disabilities connect, grow and find their place in the community.

Visit experiencecel.org
Start a conversation

Think your products belong at Walgreens?

Tell us about your products or manufacturing capabilities. We'll give you a straight read on the opportunity and what it would take to secure it.

A differentiated product or capabilityA clear reason for the category buyer or sourcing team to care.
Operational readinessThe capacity to produce, ship and hit fill rate once the order comes.
Long-term commitmentA plan to support and grow the business after launch or award.
The Hockfield team sharing a laugh

242 N. York Street, Ste. 185
Elmhurst, IL 60126

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