Who we are
SEFA, Supply & Equipment Foodservice Alliance, LLC, is a nationwide network of leading supply and equipment dealers and manufacturers. Founded in 1986, by Tedde Reid, SEFA has grown to be the industry’s leading foodservice buying, marketing, and training group.
To enhance the profitability and competitiveness of our Members while providing loyalty and growth to our Supplier Partners.
To be the most ethically sound, financially rewarding and socially responsible network of leading foodservice equipment and supply dealers
Our Core Values:
- Entrepreneurial Spirit
4 Executive Court, Suite 1
South Barrington, IL 60010
Tedde ReidPresident and Founder
Tedde Reid is the visionary and co-founder of SEFA, LLC. From merely a dream in 1986, she created an organization that today has grown to be the industry’s leading foodservice buying, marketing, and training group.
As president of the organization since its inception, Tedde has run all aspects of the business from the negotiation of procurement programs to the development and implementation of marketing programs. Today, she focuses primarily on new Dealer and Supplier recruitment, relationships among all parties within the organization and the industry, and the development and promotion of SEFA’s training programs. Through her leadership, SEFA consistently enjoys sales growth that is well above the industry average.
In addition to professional endeavors, Tedde is actively involved in numerous charitable organizations. She is involved with Living Water International, an organization responsible for digging wells in Africa, India, and Central America. These wells provide a healthier environment for the poor and minimize water born illnesses.
Her efforts working with World Vision in Zambia, Africa, made possible the opening of a small hospital in a community of 21,500 people severely affected by the HIV/AIDS pandemic. Additionally, a sustainable feeding program has been developed there for 719 children.
Jim ReidChief Financial Officer and Founder
Jim Reid, co-founder of SEFA, LLC, serves as Chief Financial Officer. In this role, Jim is responsible for the finance, accounting, and operations functions of SEFA. He works closely with equipment and supply vendor committees in developing and negotiating vendor programs with manufacturers. Jim leads the development of strategic plans for the organization and works closely with SEFA’s executive committee on implementation.
In addition to professional endeavors, Jim is actively involved in numerous charitable organizations. He serves on the Board of Directors for Living Water International, an organization responsible for digging wells in Africa, India, and Central America.
Jim also serves as a board member for Breakthrough Urban Ministries, an organization dedicated to serving the homeless, teaching life transforming skills to transitional adults, and equipping youth for the future.
His efforts working with World Vision in Zambia, Africa, made possible the opening of a small hospital in a community of 21,500 people severely affected by the HIV/AIDS pandemic. Additionally, a sustainable feeding program has been developed there for 719 children.
He has also worked with OrphaNetwork to create a feeding program in Nicaragua that assists over 500 malnourished children.
Tom StritchVice President of Dealer Relations
Since joining SEFA in 2006, Tom has worked with the Dealer community to ensure that SEFA is doing all it can to help foster mutual growth. Tom’s growth-focused approach led him to coin the phrase “Buy Within the Group.” Tom brings a wealth of business leadership and foodservice experience to SEFA. Within the industry, Tom’s experience ranges from directing sales and marketing initiatives at the district level of a national quick-service chain, to managing sales and distribution on a national level for one of the industries most recognizable refrigeration manufacturers. These experiences have helped Tom to drive the SEFAPro Training Program and recruit new SEFA Members. Tom is the ultimate champion for SEFA Dealers and their DSRs.
Chris PerrotteVice President of Marketing
Chris joined SEFA in 1995 as a member of the marketing team. Since, she’s participated in all facets of the department and eventually was appointed the leader of SEFA’s marketing efforts. Chris has kept SEFA’s marketing offerings ahead of the times from the first print pieces she designed on through the department’s latest digital marketing initiatives. Under Chris’s direction, the marketing department has expanded into digital and social media marketing. As Chris has continued to develop new marketing tools, she’s kept the SEFA Dealers’ needs at the forefront, helping them to reach their end users in new and innovative ways. Chris is the creative mind that keeps SEFA Marketing and SEFA Dealers ahead of the competition.
Joe RicciardiVice President of Operations
Joe joined the SEFA Management Team in the summer of 2014. He brings extensive experience in supply chain management, marketing analytics, sales management, and nearly 25 years of leadership experience from his time serving in the armed forces. Joe has been charged with strategic planning, program management, finance, and business development. This past May, Joe earned his Ph.D in Values-Driven Leadership from Benedictine University in Lisle, IL. Since 1990, Joe has served his country on three tours of duty in Afghanistan and Iraq as Lieutenant Colonel in the Army. His leadership experience will help push SEFA to a bright future.
Randy BaumGraphic/Web Designer
Randy is the most recent addition to the SEFA team, bringing with him his expertise in graphic and web design. He primarily manages and maintains the SEFA website, and also contributes to SEFA’s print and digital marketing projects and social media campaigns.
Randy started with SEFA in October 2015.
Valerie primarily works on reconciling and distributing rebate and incentive dollars as well as SEFA’s Rebate Protection Program. She is also a member of Team Max.
Valerie started with SEFA in April 1998.
Lee DavisResearch & Special Projects
Lee hosts SEFA’s training webinars, mediates issues between SEFA Dealers and Suppliers, and works on special projects. Additionally, Lee is a writer for Kitchen Biz. Lee started with SEFA in June of 2010.
Devyn KellyExecutive Assistant
Devyn is responsible for putting together the annual Program Highlights document. She also adminsters the esteemed SEFAPro Program. She assists Jim Reid.
Devyn started with SEFA in October 2008.
Carla LandiMarketing Communications
Carla is SEFA’s principle graphic designer and video editor. She contributes to all of SEFA’s print marketing tools and several of SEFA’s digital marketing tools.
Carla started at SEFA in May 1999.
Joe LegionsPrograms Analyst
Joe is a driving force in the evolution of SEFA’s financial reports, including Incentive Status Reports and APC Reports for SEFA Dealers. Joe is a member of Team Max.
Joe started with SEFA in June 2010.
In addition to answering the phones, Brigitte assists Dealers and Suppliers alike when it’s time to register for SEFA conferences. She also helps in the planning and execution of SEFA conferences.
Brigitte started at SEFA in March 2004.
Yolanda OrtizMeeting Coordinator
Yolanda plans and executes the SEFA conferences. Prior to and during conferences, she acts as the liaison between the hotel and SEFA. She also helps ensure each attendee has a great experience.
Yolanda started with SEFA in June 2014.
Judy PerkinsMarketing Assistant
Judy gathers information back from Dealers and Suppliers for their annual Marketing Packages and organizes data for any number of SEFA’s marketing tools. She keeps the department running smoothly.
Judy started with SEFA in July 1998.