Upcoming Issue Highlights

Meet the Staff

VRM’s professional and highly-experienced staff is dedicated to serving
the needs of the natural products and dietary supplement industry.

Daniel McSweeney

(805) 646-2921
DanM@vitaminretailer.com

DanPublisher/Editorial Director

Working from VRM’s Ojai, CA office, Dan is the founder of VRM Media, and serves as Publisher/Editorial Director of Vitamin Retailer magazine. In addition to Vitamin Retailer, Dan is also the creator of the company’s Nutrition Industry Executive, Natural Practitioner, and Gluten Free Retailer publications. Prior to founding VRM in 1994, Dan was the Editor and Associate Publisher of Whole Foods magazine. Earlier in his career, Dan held editorial positions at several New York City-based business publishing houses, specializing in the consumer electronics industry. Dan is a 1980 graduate of Rutgers University and holds a B.A. in Journalism and Political Science.


Russ Fields

(732) 432-9600 x102
RussF@vitaminretailer.com

RussAssociate Publisher

Russ has been with VRM Media since 1998, and oversees the company’s Advertising Sales Department. Prior to joining VRM, Russ was the publisher of Health Products Business magazine at Cygnus Publishing. He has been in the publishing business since 1988, and holds a B.A. From Brockport State College.


Roy Kieffer

(719) 358-9838
RoyK@vitaminretailer.com

Advertising Sales ManagerRoy

For the past 13 years Roy has been working with VRM Media, currently in the western regional office in Colorado. Prior to working with VRM Media, Roy was the National Sales director for KC Publications, a publisher of books on National Parks. Previously he has had extensive experience in television, stage and film.

Gary Pfaff

(732) 432-9600 x107
GaryP@vitaminretailer.com

Advertising Sales AssociateGary

Gary joined the VRM advertising sales team in 2012. He has worked in the media/advertising industry since 2003. Prior to joining VRM, he had worked for such companies as Kates-Boylston and McGraw-Hill.

Daniel Breeman

(732) 432-9600 x103
DanielB@vitaminretailer.com

DanielEditor-in-Chief

Daniel has held senior-level editorial positions throughout the business-to-business world at media companies that include Advanstar Communications, Edgell Communications, Penton Media, Cahners, and most recently at Healthcare Quality Strategies, Inc. As the former managing editor at Drug Topics magazine, he managed the day-to-day operations for the twice-monthly pharmacy news publication. He has been in the publishing business since 1990 and holds a bachelor of arts degree in English from William Paterson University.


Janet Poveromo

(732) 432-9600 x104
JanetP@vitaminretailer.com

JanetManaging Editor

Prior to joining VRM, Janet was a freelancer for The Star-Ledger, New Jersey’s largest newspaper. Her professional experience includes working as a writer for Dorf Feature Service, a news organization for The Star-Ledger. While there she covered municipal government and community news. She has a bachelor’s degree from Rutgers, the State University of New Jersey.


Shari Barbanel

(732) 432-9600 x108
ShariB@vitaminretailer.com

ShariAssociate Editor

Shari is a graduate of Indiana University, where she received her degree in journalism and communications and culture. She previously worked as a marketing/editorial coordinator for Danthan Military Distributors and was an editorial/advertising coordinator for Unique Homes Magazine, a luxury real estate publication. Shari was assistant editor of Getaway Magazine, a health and fitness publication at Indiana University, and interned in the editorial department at Harper’s Bazaar magazine.


Carolyn Steber

(732) 432-9600 x105
CarolynS@vitaminretailer.com

Carolyn SteberAssistant Editor

Carolyn is a graduate of The College of New Jersey, where she majored in journalism and professional writing. While in school, she interned at Health magazine. After graduating she wrote for the women’s health web site Blisstree.com.
She then went on to do freelance reporting and photography for Princeton Patch.com before joining Community News Service as a reporter and web editor. She will now be writing, editing and handling administrative tasks for our magazines.


Angela Santoriello

(732) 432-9600 x111
Media@vitaminretailer.com

angela-santorielloMedia Editor

Angela is a graduate of Richard Stockton College of New Jersey, where she majored in English/Creative Writing and interned at the Voice of America in Washington D.C., New Jersey 101.5 and the Atlantic City Weekly. After receiving her bachelor’s degree, she worked as a Gannett journalist for almost four years, winning the New Jersey Press Association Lloyd P. Burns Award for Responsible Journalism Public Service. Angela has both reported and edited for Greater Media News and the Star News Group, since serving as the first-ever public information officer for the Toms River Township.


Robert Certo

(732) 432-9600 x101
RobertC@vitaminretailer.com

Robert CertoProduction Manager/Graphic Artist

Robert oversees the design and production of our magazines, maintains the company’s websites and manages our e-marketing. Prior to joining VRM, Robert worked in advertising, designing both print and web for Lady Luck, Isle, and Isle of Capri Casinos. He holds a Bachelor’s degree from Rowan University where he studied communication and design.


Bryan Zak

(732) 432-9600 x106
BryanZ@vitaminretailer.com

Bryan ZakProduction Assistant/Graphic Artist

Bryan is a graduate of Fairleigh Dickinson University, where he majored in graphic design. While in school, Bryan interned at Forever Collectibles. Prior to joining VRM, Bryan interned at CoSaMo, where he designed print for their packaging. He also interned at Fairleigh Dickinson University’s creative writing department, where he worked on web and print design. Bryan will help handle the design and production of our magazines and help maintain the company’s websites.