Russell Zwanka

Russell Zwanka is an Associate Professor of Marketing and Director of the Food Marketing Program at Western Michigan University's Haworth College of Business. He holds a D.B.A. from the International School of Management (Paris), an M.S.M. from Southern Wesleyan University, and a B.S. from the University of South Carolina. His expertise spans food and beverage marketing, category management, and cannabis industry research. Zwanka pioneered the first university-based Professional Category Management Certification program and co-founded WMU’s Food Industry Research and Education Center. He has over 20 years of industry experience, including leadership roles at The North West Company, Price Chopper, and Bozzuto’s Inc., focusing on merchandising, marketing, and strategic planning. His research explores pandemic-driven consumer behavior shifts, plant-based food trends, and CBD/THC market dynamics. He chairs the Food Industry University Coalition and advises the National Grocers Association Foundation. Zwanka has authored 24 books on topics like category management, retail innovation, and cannabis retailing.

Education:

• D.B.A., International School of Management - Paris
• M.S.M., Southern Wesleyan University
• B.S., University of South Carolina

Research Interests: Food marketing strategies, cannabidiol (CBD) and tetrahydrocannabinol (THC) industry trends, generational food consumption patterns, and retail category management. His work addresses pandemic impacts on consumer behavior, craft beer preferences, and supermarket innovation.

Articles highlight his focus on AI-driven retail solutions, post-pandemic store redesign, and plant-based meat adoption. He emphasizes practical industry insights through applied research.

Zwanka’s advisory work includes guiding food retailers on self-checkout technology, craft beer marketing, and personalized customer experiences. He collaborates with global brands to develop customer trait profiling frameworks.

Labs/Teams: Leads the Food Industry Research and Education Center, a hub for applied food industry research and industry partnerships.