NACS Names McKeen TruAge CEO

Leader of digital age-verification system has decades of retail experience
Photograph courtesy of NACS

ALEXANDRIA, Va. — Convenience-store veteran Kyle McKeen has been named the CEO of TruAge, NACS’s digital age-verification system.

McKeen has decades of leadership experience in retail, including serving as president and CEO of Alon Brands, which owned and operated hundreds of c-stores in Texas and New Mexico. Delek U.S. Holdings Inc., Brentwood, Tenn., took ownership of Alon USA in July 2017 and acquired the remainder of its units in early 2018.

Kyle McKeen

“Kyle’s deep retail experience in growing brands and building business structures will be enormously beneficial as we roll out TruAge over the coming months,” said NACS President and CEO Henry Armour.

TruAge was launched in limited tests in 2021. A more robust round of pilot tests will start in March in California, Texas and Virginia, NACS said. A national rollout is planned for later this year.

TruAge was developed by NACS, the global trade association that represents the convenience and fuel retailing industry, and Conexxus, its standards-setting partner. It is a universally accepted age-verification system that makes verifying an adult customer’s age when purchasing age-restricted products, like tobacco and alcohol, more accurate. TruAge is free to retailers, consumers and POS providers, and its relevant intellectual property will be placed in the public domain—removing significant barriers to adoption. Several sponsors, like Altria Group Distribution Co., Reynolds American Inc., Anheuser-Busch and Molson Coors Beverage Co., support TruAge. 

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