Full Biography

Joseph LaRocca is a nationally recognized leader and public speaker on loss prevention, organized retail crime, and emerging technologies.

As the former Director of Loss Prevention for the Walt Disney Company’s Retail Division (Disney Stores), LaRocca directed strategic and tactical loss prevention, crisis management, and business continuity programs. His team twice received the President’s Award and the Team Excellence Award for efforts to improve company profits and maintain revenue streams during crisis events.

In 1998, he created LPInformation.com, which became a top industry networking site. The National Retail Federation (NRF) acquired the system in 2005, using it as their LP industry portal for over a decade. LaRocca also contributed a regular column to STORES Magazine.

When he formally joined the NRF in 2005, LaRocca became the face of the industry’s fight against Organized Retail Crime (ORC) and e-Fencing. He used newly created research, media relationships, and legislative pressure to collaborate with law enforcement partners globally.

Working with the U.S. Department of Homeland Security, he initiated the publication of the national Active Shooter program, still in use today. He was a founding member of the DHS Commercial Facilities Sector Coordinating Council and a private sector advisor to the Homeland Security Information Network (HSIN).

Additionally, he worked with U.S. Immigration and Customs Enforcement (ICE-HSI) as a founding member of the S.E.A.R.C.H. program (Seizing Earnings and Assets from Retail Crime Heists).

LaRocca has provided expert testimony before the U.S. Congress on multiple occasions. This includes the Judiciary’s Subcommittee on Crime, Terrorism, and Homeland Security regarding the Cyber-Security Enhancement and Consumer Data Protection Act of 2006 and the Organized Retail Crime Act of 2008.

He has served as a subject matter expert to the National Infrastructure Advisory Council regarding critical infrastructure for pandemic outbreaks and has testified at the state level in California, Maryland, Colorado, and Vermont.

In 2006, he was awarded the Chain Store Age "40 Under 40" Award. Between 2005 and 2010, the FBI recognized him three times for outstanding assistance to the Bureau and exceptional service in the interest of public safety.

During his career, he passionately supported the creation of recognition programs, including the Law Enforcement Retail Partnership Award and the NRF Ring of Excellence Award.

LaRocca served as a Volunteer Reserve with the Los Angeles Police Department. He is a Founding Member of the Los Angeles Area Organized Retail Crime Association (LAAORCA) and a former advisor to the Southern California Chapter of the IAFCI.