ButcherBox Hires Former Target Director to Lead Retail Strategy
Direct-to-consumer meat and seafood company ButcherBox has appointed Josephine Theal as vice president of retail strategy. The hire follows strong performance in the retail channel.
ButcherBox, a direct-to-consumer company specializing in meat and seafood, announced the appointment of Josephine Theal as its new vice president of retail strategy. This move signals the company's intent to further develop its omnichannel business approach.
Theal's arrival comes as ButcherBox expands its retail presence. The company's retail performance in the first half of the year exceeded expectations, according to Chief Commercial Officer Reba Hatcher. ButcherBox initially launched in over 1,400 Target stores in January and is now expanding its reach to 330 Target Express locations.
"Our retail performance in the first half of the year exceeded our expectations, which reinforces that this is the right long-term strategy for the brand," said Hatcher. "As we expand our retail distribution, investing in talent and capabilities to support this growth is a key lever to our continued success."
Theal previously spent nearly five years at Target, where she was involved in developing the meat and seafood department. ButcherBox has also established a partnership with Costco and plans to grow its retail collaborations further. The company stated its direct-to-consumer business surpassed $570 million in revenue in 2025 and has delivered over a billion meals to nearly two million households since 2015.