The Retail Pilot15 Apr 2025

Inside Nuts.com: PJ Oleksak’s Journey From Private Equity to CEO

In this episode of The Retail Pilot, host Ken Pilot welcomes PJ Oleksak, the dynamic CEO of Nuts.com and the first woman and non-family member to lead the 94-year-old business.

With a rich background that includes leadership roles at FreshDirect and Slice, PJ shares how she combines a deep understanding of finance with a passion for food to lead transformative change in legacy brands. She walks us through her journey from private equity to pioneering online grocery, her leadership philosophy, and how she’s steering Nuts.com toward omnichannel growth.

PJ also discusses the challenges and opportunities in modernizing a family-owned business—building a performance-driven culture, embracing AI and tech innovation, and preparing to launch a sister retail brand. Whether you're in e-commerce, food retail, or scaling a family business, this episode offers practical wisdom on navigating growth while staying true to your roots.

Show Notes:

Guest: PJ Oleksak, CEO of Nuts.com
Background: Former Chief Growth Officer at FreshDirect and Chief Business Officer at Slice
Topics Covered:
- PJ’s transition from private equity to food tech
- Lessons learned from FreshDirect and Slice
- Modernizing a 94-year-old business and earning trust as an outsider
- Building high-performing, happy teams and instilling accountability
- The cultural and operational shifts at Nuts.com under her leadership
- Strategic moves toward omnichannel growth and retail distribution
- The impact of AI across departments, from sales to creative
- How Nuts.com is adapting to rising cocoa costs and sourcing challenges
- Leadership philosophy and importance of founder-CEO alignment
- Looking ahead: launching a sister brand and expanding customer reach
Key Insight: Balancing legacy with innovation requires empathy, structure, and a relentless focus on the customer experience.

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