Don Summerfield

Commander
DISC Type : D

Executive Vice President Sales & Marketing North America at Flora Health

Boulder, Colorado, United States

Overview

Don Summerfield is a seasoned retail executive specializing in the natural and organic products industry. Educated at the University of British Columbia, he co-founded Pharmaca Integrative Pharmacy, growing it to a major national chain. He has held executive sales and marketing roles, demonstrating expertise in brand management, business development, and strategic planning.

Outside of his professional life, Don is interested in community-focused events related to regenerative agriculture and fostering deeper connections with the earth. He has promoted gatherings that bring people together around themes of soil health and social well-being, highlighting a passion for sustainable and holistic living.

He co-created an integrative pharmacy chain and grew it to $185 million in annual revenue before its sale.

Personality Overview

Decisive

Very Quick

Strong-Willed

They prefer to move quickly, and expect the same from others.  They do not care very much about building rapport or relationships. They like to stay in control of the negotiation or defining of the terms.

Topics They Care About

Natural Brand Building
His entire career, from Pharmaca to Flora Health, has focused on building and managing brands in the natural and organic products space.
Integrative Medicine
Co-founded and led Pharmaca Integrative Pharmacy for over two decades, pioneering a retail model that combines traditional pharmacy with natural health solutions.
Retail Leadership
Held multiple Vice President and Executive Vice President roles focusing on sales, category management, and merchandising for a multi-million dollar retail chain.

Media Appearances

Don has no verified media appearances

Work History

6-2023 - 3-2025
Executive Vice President Sales & Marketing North America at Flora Health
11-2022
Managing Partner at SHP and Associates
11-2022 - 6-2023
Consultant at Flora Health
1-2010 - 9-2022
Vice President Category Management at Pharmaca Integrative Pharmacy
1-2002 - 1-2010
Vice President Sales & Merchandising at Pharmaca Integrative Pharmacy

Education

Bachelor of Education B.ED Program from The University of British Columbia
Bachelor of Arts (B.A.) from University of Windsor

More Information

Social Presence :

Prographics :

Exp : 31 Location : Boulder, Colorado, United States Job Level : N/A Designation : Executive Vice President Sales & Marketing North America at Flora Health
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Insights For Selling To Don

During A Call Or A Meeting

DO's

  • Speak about competitive differentiation that your product offers
  • Objectively showcase the impact that your product creates
  • Get to the point quickly instead of spending time doing small talk

DONT's

  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Don’t be in a rush to invite them for a social meet and greet

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Don is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Don

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Don move?

  • If convinced, they can reach decisions quite fast.
  • Can Don take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Don

Personality Compatibility


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