Jason McDougall brought his extensive experience in wholesale and discount retail to Fields in 2012, when he purchased the brand with backing from a group of seven investors. Prior to becoming the CEO of Fields, McDougall had been an independent entrepreneur for almost two decades. He had previously been the CEO of SaveMart and Bargain Castle Discount Centre, two chains of discount stores based in Western Canada, where he is originally from.

The Fields brand has a long history in Canada. It was founded in 1948 in Vancouver by Joseph Segal and Sonny Wosk, and has consistently been a place where small town Canadians can find all of their necessities. As a native of Liberty, Saskatchewan, a small farm town, McDougall related to the average Fields customer, and wanted to switch the focus of the brand back to connecting with the communities that it serves. He had to take a step backwards in order to move forwards; over eighty Fields locations were closed in the transition, leaving just the stores where Fields was an important part of the community. The product was also streamlined and the stores kept at a manageable size. This approach worked, and led to quick regrowth of the company. Jason McDougall Fields’s goal was to help people in rural areas have access to the same quality of goods and services people in larger cities have for the same or lower cost, and Fields has succeeded in this.

Jason McDougall continues to keep a positive attitude and focus on helping Canadians, both in his work and in his free time. He has recently been mentioned in two books, Jack Canfield's The Success Principles and Peter Legge's Lunch with Joe. As the CEO of Fields, Jason McDougall is sure to bring passion and dedication to the brand that will lead to positive new developments.

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