About Us
Virginia Retail Federation is a statewide organization that protects members’ legislative interests, ensuring their voice is heard in the legislative process and keeps them informed on issues impacting their business on the local, state, and Federal levels. We take a pro-business approach to legislative issues to ensure there is representation for retailers that serve the Commonwealth.
Pro-Business Legislative Policy
VRF’s legislative policy guides our positions on issues at the General Assembly and is centered around a pro-business approach. You will see that the majority of the bills in this report are opposed by the VRF, which is typical for every year at the General Assembly.
We Fight Against
Additional Mandates on Business
Opening Employers up to Private Cause of Action
Additional Industry-Specific Taxes
Additional Reporting Requirements for Business
Mission
Vision
Core Values
In-House Lobbysits

Jodi Roth
Director, Government Affairs

Jennifer Crittenden
CEO, Retail Alliance
Jennifer Crittenden (Jenny) was appointed as CEO of Retail Alliance in February 2023, having joined the organization as Senior Vice President in 2022. With a background of sixteen years in leading the nationally accredited Main Street Preservation Trust, she was recognized with the Main Street Forward Award for her recovery efforts and development of an E-Commerce Platform for Gloucester downtown businesses.
During the pandemic, Gov. Ralph Northam appointed Crittenden to represent small brick and mortar retail on the Governor’s COVID-19 Business Task Force with the goal of assisting the developing reopening guidelines for businesses in Virginia. In 2021, Jenny was recognized as one of the top twenty women in business by Inside Business.

Nancy Thomas
President & CEO, InUnison
Nancy is the President/CEO of InUnison of Central Virginia. Prior to her current role, Nancy was involved in retail for 27 years and held multiple management positions with This End Up Furniture; as the owner of Arcade on Grove; and as a partner with Turn Key Interiors.
Nancy has four years of lobbying experience at the General Assembly and has testified before numerous committees on various retail industry legislation.
Nancy serves on several boards, including Richmond Region Tourism, Henrico Police Foundation, Valor RVA, the Governing Board of the Greater Richmond Convention Center Authority, and CrossOver Healthcare Ministry.
Contract Lobbyists

David Hallock
President, Two Capitols Consulting

KATE BAKER
Vice President, Two Capitols Consulting
Kate Baker serves as a contract lobbyist for Virginia Retail Federation and is a Vice President at Two Capitols Consulting. Read Kate’s full bio here.

Ed Reed
Vice President, Two Capitols Consulting

Randy Pearson
Vice President, Two Capitols Consulting

Devon Cabot
Vice President, Two Capitols Consulting

Christy Morton
Vice President, Two Capitols Consulting
Bills Tracked
Businesses Represented
Action Alerts
Diversity Statement
To embrace diversity the Virginia Retail Federation (VRF) promotes an inclusive and supportive environment that enables all members, staff, and stakeholders to achieve their full potential.
VRF maintains diversity by:
- Working to achieve the participation of diverse persons within our areas of expertise and service.
- Treating all persons and their interests with fairness and respect.
- Respecting the rights of all persons to participate in all aspects of our organization.
This policy is applicable regardless of race, ethnicity, gender, nationality, religious or political beliefs, age, sexual orientation, domestic circumstances or disability.