About Roehl Corporation
At Roehl Corporation, we’re a trusted partner in connecting suppliers and retailers nationwide, delivering expert guidance, customer-focused service, and reliable results.
We build long-lasting relationships by putting service first, delivering exceptional expertise, and creating value for our customers and suppliers with unwavering integrity.
Meet Our Leadership Team
Mike Roehl
President, Roehl Corporation & Sourcewurx
Mike Roehl’s connection to the food brokerage business spans generations. His great uncle Frederick Roehl founded the company in 1938, and his father, Pete Roehl, led it for many years. Encouraged to gain outside experience, Mike began his career with the State of Wisconsin’s Department of Commerce, evaluating small businesses for SBA loans. This early experience gave him valuable insight into business operations and growth strategies. By September 1999, he joined the family business, beginning a career that now spans more than 26 years.
Starting in customer service managing his father’s accounts, Mike developed a deep understanding of client relationships before moving into sales as the organization expanded. Over time, he guided the growth of Sourcewurx into an independent company and expanded the family business to include Roehl Corporation and Slattery Marketing in New Jersey. Each unit serves a unique purpose, offering national reach while maintaining strong, long-term client partnerships.
In recent years, Mike has strategically overhauled the Roehl team, building a dynamic workforce focused on growth. His leadership emphasizes guidance over micromanagement, empowering sales teams while collaborating on strategy and opportunities. Early mentors, including his father, Bill Sandsmark, and Howard Uecker shaped his approach, stressing the importance of relationship-building, client focus, and operational insight.
Today, Mike focuses on long-term growth, using acquisitions like Slattery Marketing to broaden the company’s footprint and strengthen its national presence. He works closely with food manufacturers to understand their capabilities and goals, becoming a trusted partner and leveraging Roehl Corporation’s full network to deliver unique value.
Born and raised in Hartland and Oconomowoc, Wisconsin, Mike earned a degree in Analytical Finance from Wake Forest University. Family is central to his life; he and his wife, Courtney, have been married for 23 years and have five children: 22-year-old triplets, a 19-year-old son, and a 14-year-old daughter. Planning for the next generation is always part of the conversation, as several of the children have expressed interest in the business.
Since 2020, Mike has been a member of the Young Presidents’ Organization (YPO), using the network as a forum for strategic insight and support. Across his career, family, and network, Mike leads Roehl Corporation, Sourcewurx, and affiliated business units with a focus on growth, integrity, and long-term relationships.
Mike Roehl
President, Roehl Corporation
Cathy Shifflet
Vice President of Sales
With more than 30 years in Grocery and Consumer Packaged Goods, Cathy has built a career on growing revenue while strengthening the trust between brands and the customers who depend on them. Her connection to the industry runs deep—shaped by a multi-generation family history in the supermarket business, which continues to guide her people-first, results-driven approach.
Before joining Roehl Corporation, Cathy held executive roles at BelGioioso Cheese, Giant Eagle, and CHS Enterprises, leading large teams, expanding into new markets, and helping brands successfully enter the U.S. retail landscape. Earlier in her career at Tops Markets, she drove $200M+ in sales growth, led the rebrand of the Tops private-label portfolio, and spearheaded the move to 100% hormone-free milk with zero price impact—an initiative she calls a true “win-win.”
Accomplished, and known as a collaborative and strategic leader, Cathy has managed billion-dollar P&Ls, built and mentored high-performing teams, and has a deep understanding of consumer psychology, which gives her an edge in recognizing why shoppers choose brands—and how to influence that decision. She translates these insights into smarter pricing and promotional strategies that boost profitability for her customers.
A Penn State Marketing graduate, Cathy is married to another Penn State grad and is the mother of two daughters. Along with her family and career, she is passionate about and dedicated to advancing women in leadership in her industry and supports fundraising efforts for Alzheimer’s and Parkinson’s research – two causes very close to her heart.
Although she once said she’d never follow the family path into grocery, the industry is obviously in her DNA. Today she brings that lifelong passion to Roehl, driven by this simple belief:
People have to eat, and there’s tremendous purpose and pride in serving that need with integrity.
Cathy Shifflet
Vice President of Sales
Jason Goodwin
Vice President of Sales
With over 28 years of experience on the supplier side of the food industry, Jason brings a rare combination of deep expertise, relationship-building, and strategic insight to his role as Vice President of Sales at Roehl Corporation.
He began his career at Faribault Foods, where he spent more than 14 years as a Private Label Account Manager. During this time, he developed a strong foundation in private label sales and learned the critical importance of relationships, follow-ups, and persistence while being mentored by Mike Gilbertson, VP of Private Label Sales. He and Mike remain good friends to this day.
Following Faribault, Jason joined Wild Flavors as a Senior Strategic Account Manager where he sold flavors, colors, and functional ingredients to food manufacturers, supporting both private label and branded customers. He played a key role during a company transition as Wild Flavors was acquired by ADM, while gaining valuable experience in strategic account management and business growth.
In May 2016, he joined Downs Food Group as National Ingredient Sales Manager and was promoted to Vice President of Sales for Ingredients, Co-Pack, Prepared Meals, and Retail in 2019. Here, he led a team of 17, overseeing profit and loss responsibility and navigating the unprecedented challenges of the COVID-19 pandemic from 2020 to 2022. His leadership during this period reinforced his belief in resilience, resourcefulness, and “making it happen” in the face of obstacles.
Since joining Roehl in 2022, Jason has leveraged his extensive network and diverse category experience to help clients expand their business opportunities across multiple product lines. He appreciates the unique scope Roehl offers, allowing him to work across a variety of categories far beyond the limitations of a single manufacturer. Jason brings both expertise and a personal touch that makes him—and Roehl—a trusted partner for customers seeking innovative solutions and lasting business growth.
Outside of work, Jason is married, and he and his wife Jennifer have four grown children. A Minnesotan, he is a passionate advocate for youth sports and serves on the Youth Hockey Association Board of Directors, leading recruiting and retention initiatives. Jason earned his Bachelor of Arts graduate from Minnesota State University, Mankato, and he is dedicated to mentoring, developing relationships, and always looking for new business opportunities—but most of all, helping others succeed in the food industry.
Jason Goodwin
Vice President of Sales
Jon English
Vice President of Sales
With more than 30 years at H-E-B—one of the nation’s most respected, people-first retailers—Jon English built a career defined by operational excellence, collaborative leadership, and a deep belief that grocery is ultimately about serving people.
A Texan born and raised, Jon began his H-E-B career in store operations in 1994, rising from department manager roles and eventually to store leader. Those early years shaped his leadership philosophy: invest in people, develop them well, and create opportunities for them to grow.
Jon later moved into project management for new stores and remodels across Texas. He then took on a senior leadership role in Category and Space Management focusing on optimizing assortment and merchandising. The next role was leading Facility Procurement for indirect spend, including ingredients, manufacturing, IS/IT, construction, and equipment.
In his final role at H-E-B, Jon served as business development manager and category buyer for shelf-stable grocery, overseeing nine categories, 130 suppliers, and 2,000 items. The role brought together his experience across operations, merchandising, analytics, procurement, and vendor partnerships.
When asked what matters most, Jon always comes back to people—the employees he hired, coached, and watched grow into leaders. That legacy, he says, is his most meaningful achievement.
After three decades with H-E-B, Jon chose a new challenge from the supplier side. Roehl Corporation offered a natural fit: shared values, a people-first culture, and the opportunity to apply his retail experience to help brands, growers, and manufacturers build stronger customer partnerships. Today, Jon brings a dual perspective to Roehl—the operational insight of someone who has run stores and built assortments, and the strategic vision of someone who has managed billion-dollar procurement and complex category portfolios. His approach remains grounded in a simple principle:
Take care of others, and they will take care of the community.
Jon and his wife, Stephanie, are proud parents of two grown children and are enjoying life as new empty-nesters. Both are also deeply committed to fighting food insecurity, especially child hunger, supporting Feeding America, local food banks, and children’s nutrition programs.
Jon English
Vice President of Sales
Steven Michels
Vice President of Sales
Steven Michels brings a unique combination of private-sector sales leadership, public-sector executive and strategic communications expertise to his role as Vice President of Sales at Roehl Corporation. Since joining Roehl in 2019, he has helped strengthen the company’s position as a leading provider of private-label commodity products, supporting major retail customers—including Kroger, Albertsons, and Associated Wholesale Grocers—across frozen, baking, and center-store categories. Steven is known for his versatility and collaborative approach, working seamlessly across departments to support supplier partners, onboard new colleagues, and help retailers navigate category dynamics and uncover new growth opportunities.
Before entering the food industry full-time, Steven spent more than a decade in senior leadership roles within Wisconsin state government and statewide economic development. His public-sector work began at the Wisconsin Economic Development Corporation, where he partnered with manufacturers to expand operations, drive capital investment, and support job creation—experience that now informs his work helping food manufacturers build and scale successful private-label programs.
Steven later served as Director of Communications and then Assistant Deputy Secretary at the Wisconsin Department of Administration, a 1,500-employee agency overseeing functions ranging from Facilities Development and Capitol Police to Personnel Management and Intergovernmental Relations. In these roles, he led major statewide initiatives—including HR Shared Services, which delivered more than $2.7 million in first-year savings—oversaw large-scale capital planning and lease negotiations, and directed government-to-government relations with Wisconsin’s Tribal Nations. He also shaped communications strategy for the state’s largest economic development project, Foxconn, collaborating closely with the Governor’s Office and WEDC.
Outside of his professional roles, Steven has remained committed to public service. He served as an elected Town Supervisor in Delafield, Wisconsin, where he helped oversee municipal operations, budgeting, and public services, and he contributed to the Plan Commission and the Lake Country Fire & Rescue board. Today, he remains deeply engaged in his community through youth sports, coaching hockey, as well as still playing it, and staying involved in local programs.
Steven lives in Delafield with his wife, Stacy, a pediatric dentist, and their three children. He earned his J.D. from Marquette University Law School and holds a B.A. in Political Science from the University of Minnesota.
Steven Michels
Vice President of Sales
Services to Simplify Retail Success
We offer end-to end services, from sales and pricing, to packaging and replenishment, to help food manufacturers maximize product reach, performance, and retail impact.
Ready to Grow with Roehl?
Let’s take the complexity out of sales, build stronger retail relationships, and set your business up for long-term growth.
