Following his 29 years at Anheuser-Busch, where he served as Vice President of Convenience Sales, Vonder Haar became a founding partner and Chief Executive Officer for iSee Store Innovations. Vonder Haar’s vision for iSee is rooted in the strategy that there is a merchandising innovation void from the perspective of the small format retailer. This vision led to the company’s formation in 2010.
iSee creates unique and innovative product merchandising solutions based on the needs of the small format retailers and the brands focused on the C Store channel. Joe is an industry advocate and has published over 20 articles in support of the convenience industry in various trade publications, including NACS magazine. Vonder Haar currently serves on the NACS Supplier Board and is a past Chairman. He resides in St Louis, Mo, with his wife Lisa and has 3 daughters; one is a physician practicing in Alaska and the other 2 have the pleasure of working with Joe at iSee.