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Joe LaRocca
Senior Asset Protection Advisor
p. 202-626-8135

Joe LaRocca


Joe LaRoccaJoseph LaRocca joined NRF as Vice President of Loss Prevention in January 2005 with over 18 years of retail loss prevention, security and operations experience. In 2009, LaRocca became the Senior Asset Protection Advisor. LaRocca also acts as an intermediary between NRF members and various private and government entities and serves as an NRF spokesperson on loss prevention issues.

LaRocca serves on a U.S. Department of Homeland Security, Commercial Facilities Sector Coordinating Council and Food-Agriculture Sector Coordinating Council and the Homeland Security Intelligence Network, National Advisory Board, in addition to working with other Federal, State and Local Law Enforcement agencies around the country.

In 1997, he founded www.LPInformation.com, an online portal specializing in information, tools and networking for loss prevention and related professions. LPInformation.com now serves as NRF’s online headquarters for loss prevention services. Information about the annual LP conference, regional meetings, job postings and organized retail crime information can be found in one central place.

Prior to joining the National Retail Federation, he was Director, Loss Prevention, for the Walt Disney Company Retail Division, where he spent nine years directing strategic and tactical loss prevention, crisis management and business continuity programs. In addition, he served on the National Retail Federation’s Loss Prevention Advisory Council. Prior to his position at Disney, Joe served as Director, Loss Prevention for Rampage Clothing Company and several other Senior Executive positions throughout his career.

Read Joe LaRocca's blog posts.

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