Leroy Ed Keisel
Bradenton,FL
Summary
Dynamic and results-driven foodservice leader with 30+ years of progressive experience in procurement, sales, and strategic category management, with a deep concentration in seafood and center-of-the-plate proteins. Recognized for an expansive vendor and customer network throughout Florida and proven success driving multimillion-dollar revenue growth, optimizing supply chain strategies, and elevating customer satisfaction. Trusted advisor to both suppliers and end-users with a reputation for integrity, negotiation acumen, and industry foresight.
Overview
2025
2025
years of professional experience
Work History
Seafood Director
Cheney Brothers Inc.
01.2021 - 01.2025
- Spearhead procurement strategy for seafood and center-of-the-plate categories, managing multimillion-dollar purchasing portfolios across Florida.
- Develop and maintain high-value vendor partnerships, leveraging long-standing industry relationships to secure favorable pricing, exclusive products, and supply stability.
- Collaborate with sales teams and end-user customers, including independent restaurants, regional chains, and institutional accounts—to align product offerings with customer needs.
- Consistently exceed sales targets by designing tailored solutions that address market trends and customer demands.
- Provide mentorship to procurement and sales teams, instilling best practices in negotiation, category management, and relationship building.
Foodservice Sales & Category Specialist
Cheney Brothers Inc.
01.2016 - 01.2021
- Established a reputation as a trusted advisor to end-users and suppliers alike, building an enduring network of contacts in the Florida foodservice community.
- Played a pivotal role in launching new product lines, achieving rapid adoption in competitive markets.
- Trained and guided sales representatives on seafood handling, portion control, and product differentiation.
Merchandising Manager - Center of the Plate
Sysco West Coast FL
2015 - 2016
- Directed procurement and sales strategies across multiple protein categories, with a strong emphasis on premium seafood and beef.
- Grew customer base by cultivating relationships with chefs, purchasing directors, and foodservice operators statewide.
- Implemented vendor consolidation strategies that reduced costs by [X]% while maintaining product quality and consistency.
- Negotiated long-term contracts with leading seafood suppliers, mitigating supply chain disruptions and ensuring year-round availability.
Seafood Merchandiser
Sysco West Coast FL, Inc.
01.1998 - 2015
- Grew Seafood sales from $15M to $60M over 18 years
- Negotiated daily pricing strategies, maximizing ROI while minimizing risk.
- Introduced new seafood products and trends, keeping Sysco competitive.
- Provided consulting on category management and sourcing at corporate level.
- Consistently trained all new sales team members about seafood.
Education
Bachelor of Science Business Administration (BSBA) -
Old Dominion University
Skills
- Strategic Procurement & Sourcing
- Vendor & Supplier Relations (Seafood, Proteins, Specialty Items)
- B2B Sales & Key Account Management
- Contract Negotiation & Cost Optimization
- Category Development & Merchandising
- Customer Retention & Market Expansion
- P&L Oversight & Revenue Growth Strategies
- Leadership, Team Development & Cross-Functional Collaboration
Accomplishments
- Seafood Product Advisory Expert Committee, Sysco 2011-2016
- Recognized for maintaining one of the most extensive networks of seafood and protein contacts in Florida’s foodservice industry.
Timeline
Seafood Director
Cheney Brothers Inc.
01.2021 - 01.2025
Foodservice Sales & Category Specialist
Cheney Brothers Inc.
01.2016 - 01.2021
Seafood Merchandiser
Sysco West Coast FL, Inc.
01.1998 - 2015
Merchandising Manager - Center of the Plate
Sysco West Coast FL
2015 - 2016
Bachelor of Science Business Administration (BSBA) -
Old Dominion University
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