Leadership Team

Pentallect’s leadership team brings an unprecedented level of food industry experience and expertise to clients. Drawing on senior executive experience at leading food manufacturers, distributors and consulting firms, Pentallect’s management group delivers thought leadership, pragmatic advice and proven solutions to enhance clients’ P&L performance.

Robert C. Veidenheimer

Robert C. VeidenheimerRob Veidenheimer is a Partner and President at Pentallect Inc. Rob has worked as a consultant with numerous clients across the food supply chain and private equity industries. Focus areas of his consulting practice include leveraging data to align resources, evaluating operating practices for improved business performance and targeting incremental growth opportunities.

Areas of Expertise
Strategic planning, go-to-market model assessment/optimization, trade investment management, benchmarking, segment strategies, broker alignment & compensation, industry structure and investment due diligence.

Prior to Pentallect, Rob was a Principal at The Hale Group, a food industry strategic consulting firm.  He has also held leadership positions at consumer products companies including Campbell Soup Company subsidiary Pepperidge Farm; French’s Food Company, a member of the Reckitt Benckiser Group; and James River Corporation.

Rob holds an MBA from the University of Virginia’s Darden School of Business and a BA from Trinity College in Hartford, CT.

Contact Rob Veidenheimer

William J. Caskey

William J. CaskeyBill Caskey is a Partner at Pentallect Inc. His focus there is on driving profitable results, including organizational design for both direct and broker sales forces.

Areas of Expertise
Strategic planning, go-to-market strategic & tactical optimization, spend analysis & improvement, trade spending, marketing & sales performance optimization, organization structure, investment due diligence.

Prior to Pentallect, Bill was President of WJC Advisors, LLC, a foodservice consulting practice. He spent many years in senior leadership roles with key foodservice suppliers including ConAgra Foods, Lamb Weston, Rykoff-Sexton, Campbell Soup Company and Nestle/Carnation. He was vice chairman of the board of the International Foodservice Manufacturers Association (IFMA) and sat on the boards of the National Restaurant Association (NRA) and National Automatic Merchandisers Association (NAMA). Bill also served as a supply officer in the U.S. Navy and is a Vietnam veteran.

Bill graduated from Auburn University with a BS in business administration.

Contact Bill Caskey

Barry Friends

Barry FriendsBarry Friends is a Partner at Pentallect Inc.  He supports manufacturer, distributor, operator, and service provider clients with supply chain and go-to-market strategies, particularly in commoditized categories, and is an expert in GPOs and the independent distributor channel.

Areas of Expertise
Business improvement, strategic planning, go-to-market strategy, distribution & logistics, e-commerce, foodservice category management, sales effectiveness.

Prior to Pentallect, Barry was a Senior Principal at Technomic, Inc., where he conducted strategic studies for clients, co-founded the Technomic Foodservice Category Management Institute and created the SKU-mocracy® Category Assessment Process. Barry also served as President and CEO of Sysco Pittsburgh, as Division and Midwest Zone President of US Foods, and Senior Vice President of Sales, Merchandising and Marketing for Reinhart Foodservice.

Barry holds a Master’s Certificate in foodservice and hospitality management from Cornell University and a BA in economics from Hamilton College, Clinton, NY.

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Robert S. Goldin

Robert S. GoldinBob Goldin is a Partner at Pentallect Inc. He specializes in emerging and specialty food industry segments and channels including club stores/cash-and-carry, consumer and business direct, specialty distribution, nontraditional retail and ethnic markets.

Areas of expertise
Performance benchmarking, category management, distribution, industry economic structure and trends, supply chain modernization/optimization.

Prior to Pentallect, Bob was Vice Chairman at Technomic, Inc. He headed the firm’s research and consulting practice and created and directed major programs including Volumix, iLAB, Long-Term Forecasting, Distributor Intelligence Report and the Foodservice Category Management Institute. He created the Foodservice Essentials training program in cooperation with the International Foodservice Distributors Association (IFDA) and managed Technomic’s strategic alliances with IFDA, Foodservice Sales and Marketing Association (FSMA), Category Management Association, DePaul University’s Center of Sales Leadership, Food Marketing Institute, IRI, A.T. Kearney and Deloitte. Bob also held senior staff and line management positions at CFS Continental.

Bob received BA and MBA degrees from the University of Chicago and is a Certified Public Accountant (CPA).

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Gary Karp

Gary KarpGary Karp is a Partner at Pentallect Inc., specializing in many aspects of business results improvement. He is knowledgeable about all channels (foodservice, retail, retail deli, convenience stores, club stores, vending and processors) and across all types of brands (manufacturer, distributor and operator).

Areas of Expertise
Strategic planning, go-to-market strategic & tactical optimization, spend analysis & improvement (especially trade spending), marketing & sales performance optimization, organization structure, investment due diligence.

Prior to Pentallect, Gary was Chief Operating Officer/Executive Vice President at Technomic, Inc. There, he conducted strategic studies for numerous companies, led the trade spending practice and share group programs, and co-led the GPO practice. Before joining Technomic, Gary held general and senior management positions with Oscar Mayer Foods, Kraft Foods and Alliant Foodservice (now US Foods).

Gary holds a B.S. degree in marketing from Philadelphia University and has completed specialty coursework at Northwestern University.

Contact Gary Karp


Mailing Address
P.O. Box A3650
Chicago, IL 60690