Brooks Slatcher, 69, of Malvern, a retired Acme executive, died Sunday of lung cancer at Bryn Mawr Hospital.

Mr. Slatcher joined Acme Markets in Philadelphia in 1963. For the next 38 years he held several positions with the company's advertising department. In 1996, Mr. Slatcher helped develop one of the first food retail Web sites in the country, said his wife, Elizabeth "Betsy" Domenick Slatcher. He retired in 2001 as Acme's director of advertising.

A native of Havertown, Mr. Slatcher graduated from Haverford High School, where he played on the football and baseball teams. He earned a bachelor's degree from Lebanon Valley College in Annville, Pa. He played baseball in college and was cocaptain of the football team that won the Middle Atlantic Conference Southern Division Championship in 1961, his senior year. In 2002, Mr. Slatcher was inducted into the Lebanon Valley College Hall of Fame.

He was a veteran of the Army Reserve.

Mr. Slatcher and his wife were high school sweethearts who married in 1962. They traveled to most of the 50 states, Europe, and many of the Caribbean islands; he was a certified scuba diver. The couple snowmobiled in Yellowstone National Park, went white-water rafting, and took hot-air balloon rides. He also delighted in less adventurous vacations at the Jersey Shore with their grandchildren, who called him "Bee Bop," his wife said.

Mr. Slatcher was an active member of the Jehovah's Witnesses congregation in West Chester and enjoyed Bible discussions.

In addition to his wife and four grandchildren, he is survived by sons David and Steven.

A memorial service will be at 7:30 p.m. tomorrow at Kingdom Hall of Jehovah's Witnesses, 1200 Phoenixville Pike, West Chester, Pa. 19380. Friends may call from 5 to 7 p.m.

Memorial donations may be made to the Jehovah's Witnesses West Chester congregation.