About

This work is personal for us.

You’ve heard, “it’s not personal; it’s just business.” We call BS. For our partners David Lemley and Diana Fryc, the work of helping brands transform the food industry is deeply personal.

We’re in this with you

We and our Retail Voodoo team bring this passion, tenacity, and evangelism to every client engagement. We’re committed to learning alongside you and sharing what we know as we walk the journey together. We’ll pick up your banner and immerse ourselves in your brand’s mission. We help you see hidden opportunity, make confident decisions, expand your universe, and crush your competitors.

We’re in this with you. It’s too important for us to sit on the sidelines. Let’s make a plan to change the world together.

David Lemley

Founder
President
Chief Strategist

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Discover more about David

Diana Fryc

Partner
Chief Sales & Marketing Officer

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Discover more about Diana