Episode 7: Joseph Pearson, Central Washington University

Episode 7: Joseph Pearson, Central Washington University

Textbook Ep. 7: Joseph Pearson - Central Washington University On this episode of Textbook, Dr. Mike Moore and Dr. Andy Lachman sit down with Joseph Pearson, Executive Director for Auxiliary Enterprises at Central Washington University, for a conversation about what it looks like to build a truly mission-driven auxiliary operation from the ground up. Joseph runs one of the more expansive auxiliary portfolios you will hear about on this show. Dining, the campus store, an early childhood learning center, a testing center, a printing operation, campus card, university ticketing, and a working farm. The conversation spends real time on the Wildcat Farm, a multi-acre hyper-local agriculture operation that Joseph built from scratch over the past decade, now producing more than 20,000 pounds of organic produce annually and feeding directly into the dining program. The episode also gets into a plant-forward dining strategy led by a Four Seasons chef who traded Seattle for Ellensburg, the tension between mission and margin at a regional access institution that has lost nearly 3,000 students since 2019, and the honest reality of running a catering program that loses money but stays open because the campus needs it. Joseph also shares one of the more memorable images to come out of this podcast so far. The 135 pennants on his office wall, one for every campus he has visited in 25 years, what he calls his perspective wall. It says a lot about how he thinks about this work.

Episode 6: Caitlin Webster, St. Bonaventure University

On this episode of Textbook, Dr. Mike Moore and Dr. Andy Lachman sit down with Caitlin Webster, Executive Director of Auxiliary Services at St. Bonaventure University, for a conversation about what it looks like to step into a brand new leadership role and figure it out in real time. Caitlin came to this episode as someone neither Mike nor Dr. Andy had ever met before she left a comment on a LinkedIn post. She was new to the role, still finding her footing, and exactly the kind of voice this show was built to spotlight. The conversation covers the full scope of what auxiliary services actually looks like at a small, highly residential institution, including dining, events and conferences, vending, the campus bookstore, and yes, a golf course that sits just past a cemetery. Caitlin talks openly about the transition from operator to strategist, what surprised her about moving into a more senior role, and how she has worked to become a bridge between her contracted partners and the campus leadership that sets the agenda. The episode also gets into course materials, contractor relationships, the challenge of building internal champions for the bookstore, and a cross-campus auxiliary collaborative she helped stand up that has quietly become one of the most impactful things she has done in the role so far. Dr. Andy liked this episode so much he invited Caitlin back on the spot. You will hear why.

Episode 5: Will Crawford III, ESG Director, Follett Higher Education

On this episode of Textbook, Dr. Mike Moore and Dr. Andy Lachman sit down with Will Crawford III, ESG Director at Follett Higher Education, for a conversation about what sustainability actually means for campus operations and what auxiliaries can do about it right now.   Will is the first ESG Director in Follett's 150-year history and he brings a practitioner's eye to a subject that too many campuses treat as a peripheral concern. The conversation covers the real definition of sustainability beyond recycling and reusables, the often-overlooked connection between campus financial resilience and environmental strategy, and why the enrollment cliff belongs in the same conversation as your carbon footprint. Mike and Will dig into the ecological impact of the shift from print textbooks to digital access programs, including a roughly 90 percent emissions reduction from print to digital and measurable logistics gains at scale across more than 1,100 campuses. The conversation broadens from there into dining, housing, transportation, and the case for embedding sustainability thinking into every corner of auxiliary operations rather than assigning it to one person in a corner office.   Will also offers specific, practical guidance on what data points to start tracking, how to build a hot spot map without a dedicated sustainability team, and three things any auxiliary can do now regardless of budget.   If something in this conversation changes how you think about your campus, take it back and start asking questions.

Episode 4: TJ Cochran, Brown University Bookstore

On this episode of Textbook, Dr. Mike Moore and Dr. Andy Lachman sit down with TJ Cochran, Director of the Brown University Bookstore and Brand Licensing, for a conversation that spans leadership, retail strategy, and the future of the campus store. With more than 30 years in collegiate retail and experience across over 200 campuses, TJ shares how his perspective has evolved from both the lease and independent sides of the industry, and why independent stores must stay intentional about their role on campus. The conversation explores the shift toward experiential retail, the changing landscape of course materials, and the growing pressure on stores to balance mission and financial performance. TJ also offers practical insight on succession planning, campus partnerships, and how independent stores can position themselves to remain relevant in a rapidly changing environment. The episode closes on a more personal note, with a thoughtful reflection on leadership, community, and supporting students and teams in the aftermath of campus tragedy.

Episode 3: Aaron Ochoa, UC Davis Stores

Textbook Episode 3: Aaron Ochoa, UC Davis Stores On this episode of Textbook, Dr. Mike Moore and Dr. Andy Lachman talk with Aaron Ochoa, Director of Course Materials and Finance at the UC Davis Stores, about what it looks like when a campus store operation treats student success as the job, not just a talking point. Aaron reflects on what keeps him in the work, shares the story behind UC Davis’ Equitable Access mindset, and walks through what his team is building next: an analytics initiative using eBook and courseware engagement data to explore early detection signals for at-risk students and the partnerships needed to act on that information responsibly. The conversation closes with one of the most powerful segments of the season, focused on basic needs support through retail. Aaron breaks down UC Davis Stores’ SNAP acceptance in their market, including why 30 to 40 percent of C-store sales come through SNAP, and how cross-campus collaboration, including Aggie Cash and dining partnerships, helps meet students where they are.