Firsthand Knowledge

Keith Neihart (BS ’77, Food Distribution) was a senior in high school working for Jewel-Osco when his manager gave him some literature on a food distribution program at Western Michigan University. He applied, was accepted, and became the first member of his family to attend college. At the time, Jewel had a work study program with WMU, so Neihart would alternate semesters on campus and working back in the Chicago area at a Jewel store. The best part was that Jewell reimbursed 75% of tuition costs during work semesters between freshman and senior year.

“I was paying out of state tuition, and I paid everything on my own. I had a paper route as a kid and I saved, saved, saved,” Neihart says. “Plus I was working full semesters.”

Neihart arrived on campus for orientation knowing no one, but he took it as a challenge. “College is college,” he said. “I was someone who wasn’t a very social person and I learned how to grow out of it.”

Meeting new and different friends was one of the best parts, Neihart recalled. “I got to see different parts of Michigan and learn about the state.”

But Neihart was a disciplined student who never needed to pull an all-nighter. Early to rise, using time properly to study, Neihart completed his degree and went to work for Jewel full-time.

Neihart worked with the supermarket chain for a number of years before moving to Virginia. He had proposed to his girlfriend on a surprise birthday visit, and the couple decided to drop roots there. All Neihart had to do was find a new job.

He ended up working in a drugstore chain several weeks before his wedding and quickly decided it would not be a long-term career move. An advertisement for sales and service at Keebler caught Neihart’s attention and after an interview he was offered the job. Now, 30 years later, Neihart is a retail sales representative for Keebler, now part of Kellogg.

After 20 plus years of being away from WMU’s campus, Neihart returned to Kalamazoo to attend the annual WMU Food Marketing Conference.  He was able to meet with a roommate from his sophomore year who still lives in the area. He was also able to see firsthand what the Food and Consumer Package Goods program at WMU is doing.

“It is very relevant and very right on,” Neihart said. “It’s practical, firsthand knowledge, not just theory. It’s also very on top of the industry.”

After a number of territory, ownership, and job changes, Neihart knows that anyone in retail has to be flexible and self-motivated, “Retail is always changing. If you don’t accept change very well, don’t get into retail.”

He also believes anyone in sales must be able to handle rejection well, “you have to be ok with hearing no,” he said.

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