Croatti Passes Away Following Illness

Ronald D. Croatti, chairman, president and CEO of UniFirst Corp., passed away on Tuesday, May 23, following complications associated with pneumonia, according to a news release.

Croatti, 74, Londonderry, NH, will be remembered as a visionary business leader who helped shape the uniform service and supply industry into what it is today, the release said.

“The loss of my dear brother and our company leader is profound,” said Cynthia Croatti, executive vice president of UniFirst, Wilmington, MA. “His life was dedicated to the success of UniFirst, as well as to each and every member of our extended UniFirst family of 13,000 people strong. His vision, leadership and love for family will be missed immensely, but will live on for generations to come.”

When news of Croatti’s passing broke on May 24, comments poured into TRSA President Joseph Ricci’s LinkedIn account (sign-in required). Others wanting to share thoughts on Croatti’s life and career are welcome to click the link and comment. A few samples of those who have already done so include Peter Binnington, president, NuMat Systems LLC, Roanoke, AL, who said “What a great leader he was. A force to be reckoned with in our industry for sure. He will be sadly missed. Our thoughts and prayers go out to the Croatti family and UniFirst during this time of sorrow.”

A Houston operator expressed surprise and dismay, having met Croatti a couple of years ago. “Totally shocked here,” said Ryan Potter, general manager of Admiral Linen & Uniform Service by Alsco Inc., Houston. “I got to know Ron two years ago. He had a bigger-than-life persona and was like ‘E.F. Hutton’ – when he spoke, people listened.”

Jim Wasserson, president and CEO of Clean Rental Services Inc., Philadelphia, recalled Croatti’s dedication to the industry. “Was very sorry to hear this,” Wasserson said. “A good guy with a super passion for our industry. Wishing the UniFirst and Croatti family my best wishes.”

Ron joined UniFirst in 1965 under the tutelage of his father and company founder, Aldo Croatti. Ron gained valuable, first-hand experience working in virtually all areas of the company. He excelled in service, sales, operations and management before being named senior executive in 1986. At that time, annual revenues were approximately $100 million. Since he became the company’s CEO in 1991, UniFirst more than quintupled its annual revenues to $1.5 billion today.

Ron and UniFirst also were regularly recognized in the media over the years. Ron was named Executive of the Year by the Best in Biz Awards and was featured in 2011 on CBS-TV’s hit reality show “Undercover Boss.” Other honors include:

• Forbes magazine ranked UniFirst on its “Platinum 400-Best Companies in America” list.
• For nine consecutive years, Apparel magazine named UniFirst as one of “America's Top 50 Apparel Companies.”
• Every year since 2003, Selling Power magazine included UniFirst on its “Top 50 Best Companies to Sell For.”
• For the past 28 years, The Boston Globe recognized UniFirst annually on its “Globe 100” list.
   

Ron was long active in TRSA and UTSA, which was blended into TRSA in 2008. Among other volunteer work he did for the latter association, Ron formerly chaired the UTSA Marketing Committee.

In a January 2005 issue of Industrial Launderer, Ron credited his father, Aldo Croatti, with establishing the foundation on which the company’s success was built. Critical to this approach were Aldo’s three “key ideals,” which Ron cited as “Customer Focus,” “Commitment to Quality” and “Respect for Others.” “His core values in business were the building blocks of our company,” Ron said in the article. “And the ideals that served him so well remain the foundation upon which this generation of leaders continues to build.”

Encouraging a sense of solidarity among UniFirst employees at all levels was a key element of Ron’s management style, which included encouraging the use of the term “team partners.” “That’s more than just a convenient label,” he said in the article. “We see ourselves as both team members and as partners in the accomplishment of our business goals.”

Survivors include his wife, Carol Croatti, Londonderry; three sons, Aldo, Coral Springs, FL; Michael, Pelham, NH; and Matthew, Winchester, MA; a daughter, Melissa (Croatti) O'Rourke, Hudson, NH; nine grandchildren; two sisters, Cynthia Croatti, Boston, and Mona Levenstein, Ontario, Canada; a brother, Fred Croatti, Port Orange, FL; and many nieces, nephews, cousins and close friends. 

Private graveside services will be held by the family at Pillsbury Cemetery in Londonderry. In lieu of flowers, memorial contributions may be made to the American Lung Association of New Hampshire at the following web address: http://bit.ly/2qhoeYs, or by mail to 460 Totten Pond Road, Suite 400, Waltham, MA 02451. To send a condolence or for more information, please visit, www.peabodyfuneralhome.com.

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