Kirk Soule, 39
Chief Executive Officer , Blue Book Services , Chicago, IL
June 10, 2025 | 3 min to read
SHORT BIO
Hometown: Stanton, MN
Hobbies: Family, Church and community activities, Cycling, Gardening, Cooking
Family/Community: Married, 1 son, Church of the City, local community/neighborhood events
Motto in life: The proof of the pudding is in the tasting.
The first half of Soule’s career was focused on retail and grocery. He started working as an analyst at Target and then transitioned to consulting for produce, meat, and seafood departments in grocery chains across the country. Notable accomplishments include creating standardized category reporting for buyers and suppliers at SuperValu/Albertsons, sourcing and negotiating about $500M in annual spend for A&P’s fresh department and launching a new fresh private label brand at Southeastern Grocers. He completed his retail tour when he interned at Walmart in graduate school and developed a strategy to expand small-format stores — parts of which are deployed today.
The second half of Soule’s career to date was focused on operations and technology. Most of his time was starting, building, and operating the data analytics platform for a Fortune 100 company’s global operations — sourcing, supply chain, distribution, and customer success. At the end of his tenure, the platform created over $2 billon in value for the company.
In 2023, he arrived to Blue Book Services taking the CEO position. At Blue Book, he has spearheaded significant projects to modernize and invigorate Blue Book’s products and services. He is known for leading by example, fostering a collaborative environment, encouraging associates to push beyond their current skillsets to seek what can be instead of what is. He serves on IFPA Supply Chain Council.
Q: How did you begin working in the produce industry and why?
I grew up on a small farm in southern Minnesota. After college, I “returned to my roots” when I consulted for SuperValu/Albertsons’ Produce department. As a consultant, I worked on reporting and business unit strategy with suppliers and buyers. I love how tangible produce is — absolutely everyone shops produce.
Q: What do you know now you wish you knew when you first started your career?
I wish I more fully appreciated the multi-generational nature of the industry. In many cases, this is not just a job, but it is a family calling with deep connections to the land and the products. It provides a much deeper perspective on the industry that extends well beyond a growing season.
Q: What advice would you give someone new to the produce industry?
Enjoy it. Produce is the most beautiful segment — it’s fresh, it smells good, it’s good for you, it’s authentic, it’s unique … it really is the best.
Q: How has the industry changed during your tenure?
Among many changes, what stands out is the explosion of different varieties of commodities. It makes shopping and trialing different fruits and vegetables so much more fun.
Q: What challenges and opportunities do you see for the future of the industry?
The industry heavily relies on instinct, so the challenge is how data can augment and enhance someone’s experience (not replace it).
Q: What accomplishment are you most proud of in your career?
I am most proud of team wins, so I am thrilled with what we’ve accomplished so far at Blue Book. Blue Book has an incredible legacy that spans 125 years. On any given day, we serve five different generations of users — from The Silent Generation to Gen Z, with vastly different expectations and experience levels. Over the last few years, we’ve made significant investments in technology and enhancements to user experience, so I am excited about how this will enable us to better serve all our customers over the next 125 years.
NOMINEES
