2020 Wakefern NE WOY

Company credits cooperative ‘for remarkable team effort’

Wakefern supports communities its stores serve

Wakefern Food Corp., the largest retailer-owned cooperative in the United States, is The Griffin Report of the Northeast’s 2020 Wholesaler of the Year. In a recent questionand-answer session with The Shelby Report, Wakefern shared highlights of the past year. The company detailed its response to the COVID-19 pandemic, as well as the path forward, and praised its associates for their tireless efforts during these trying times.

2020 NORTHEAST WHOLESALER OF THE YEAR

How has Wakefern handled the COVID-19 pandemic? Discuss some of the challenges the company has faced and lessons learned. The New York City metro area was one of the initial epicenters of the virus. How have your retail members played a role in the response?

Our family-owned supermarkets are part of the communities where they operate – they understand and know what their customers need, and they’ve been there for their neighbors during this national emergency.

When the pandemic began earlier this year, we worked quickly to adapt and make changes during an unprecedented moment for retail. We hired more staff, expanded our warehouse capabilities, implemented safety measures across all our stores and worked closely with suppliers to keep our stores stocked.

Our members and associates rose to every challenge and supported their communities during the unprecedented COVID-19 public health emergency. We are grateful for the entire Wakefern family for this remarkable team effort.

Along those same lines, small and independent businesses have been among the most vulnerable to the shutdown and pandemic-related measures. How have Wakefern’s independent grocers managed? How have they addressed social distancing and the safety of their employees?

The collective strength of our cooperative helped our family-owned, independent grocer members during this time.

Wakefern immediately put together a cooperative-wide task force to work on COVID-19 matters and communicate key information to members to help them operate successfully and safely.

Our members, meanwhile, implemented all the latest safety protocols in their stores, including temperature monitoring for associates, social distancing markers and Plexiglass dividers at checkout.

There have been a lot of changes to how we operate and how people shop over the last seven months, but our goal is always to provide the best and safest possible shopping experience for our customers.

Are there any issues that Wakefern anticipates emerging in the remaining months of 2020 or early 2021?

We expect 2021 will be another challenging and transformative year – and we believe we are prepared for that challenge.

2020 Wholesaler of the Year

From page 33

As we continue to navigate this unprecedented time, could you detail some of the shifts in the grocery shopping experience? Can you pinpoint some changes for the average consumer that perhaps appeared temporary at the time but instead will likely become the new normal?

We know lifestyle habits are changing due to the current health emergency, with our shoppers spending more time home schooling and home cooking than ever before. We also know people are purchasing more of everything online.

The events of 2020 accelerated the adoption of online grocery shopping and that is why we continue to focus on adding capacity and enhancing our popular online shopping offerings, including ShopRite from Home.

Are there any initiatives Wakefern would like to showcase at this time? Please discuss any innovative approaches in merchandising, buying, marketing or other aspects that you would like to talk about.

Wakefern continues its roll out of ShopRite’s award-winning flagship store brands, Bowl & Basket and Paperbird, and recently kicked off the expansion and rebranding of its other award-winning store brand, Wholesome Pantry and Wholesome Pantry Organic.

The popular Wholesome Pantry brand of accessible foods, free-from additives and artificial ingredients, was re-introduced in October with an updated look and feel, select new and innovative products and a fresh tagline, “Food Set Free.”

Wakefern also recently unveiled innovative plans to deliver wholesome and affordable fresh foods and meal solutions to customers.

Fresh to Table, unveiled this month at three ShopRite stores, features a convenient store-within-a-store format that gives customers a whole new way to access fresh meal solutions and on-trend foods.

The Fresh to Table experience provides a “One Stop Dinner Shop,” showcasing five ingredient chef and dietitian inspired meals that change weekly, as well as “Prep & Eat,” “Grab & Eat,” and “Heat & Eat” sections.

The Fresh to Table experience also offers a digital component with the newly redesigned ShopRite Order Express app and integrated recipe shopping lists available through in-store QR codes and online, at ShopRite’s Recipe Shop available at shoprite.com.

New Jersey Food Council, National Grocers Association hail Wakefern

Organization has ‘big heart,’ is always first to step up, give back

By Mary Margaret Stewart / staff writer

The New Jersey Food Council was created 51 years ago by one of Wakefern Food Corp.’s store owners, Joe Saker of ShopRite.

NJFC President Linda Doherty said the seed was planted for its structure in Saker’s living room. Saker, who would serve as the organization’s first chair, and the two other co-founders “had the foresight to band together with other grocers in New Jersey to become the voice of the food industry and the supermarket industry.”

“And when we celebrated our anniversary, 50 years later… Joe’s son, Richard, happened to be our chair,” she continued. “The roots were established through the Wakefern owners, and their legacy continues today to lead us in our mission.”

And today, Doherty said the council’s strong relationship with Wakefern is critically important to the success of its agenda, with the corporation holding influence as New Jersey’s largest private employer.

“[Wakefern’s] imprint is on almost everything we do from our strategic planning, to our issues, management, to our asset protection program, our continuity planning, our legislative agenda, our food safety program, our political platform, our committee activity, our energy aggregation, and our action in food assistance programs,” Doherty said.

All in all, though, the giant’s influence is not the only reason for the council’s draw to continuing its partnership into the future.

“What I love about dealing with Wakefern is that they see the bigger picture,” Doherty said. “They have that keen ability to work with their competitors, through the food council, to move our industry forward in New Jersey and protect all our interests.

“They, as business leaders in the state and throughout the country, continually keep the pedal to the metal. They never rest on their morals, and they challenge every member of their team to be the best that they can be. And that’s what motivates me at

the food council to work side by side with them.

“And you have to look at their unique structure and governance. They’re familyowned and -operated. They’re supported by a professional team. It’s just such a winning combination that makes them such a viable competitor.”

Linda Doherty

The Saker Family surrounds the portrait of NJFC chairs then and now, Richard and Joseph Saker.

Acosta congratulates Wakefern Food Corp for being named the 2020 Northeast Wholesaler of the year!

We are proud to be your partner and thank each and every essential worker for their commitment to serving our customers.

www.acosta.com

2020 Wholesaler of the Year

The business structure of Wakefern is something that draws in other industry leaders as well. Greg Ferrara, president and CEO of National Grocers Association, can attest to that for his organization, a partner of Wakefern for several years.

“First and foremost, one of the things I admire so much about Wakefern is they are made up of family-owned businesses,” he said. “And because of NGA and who we represent as independents, family-owned businesses are such an important part of our membership.

“Wakefern is able to use its enormous size and influence to bring about good in the industry and in the communities that they serve, while at the same time, they are able to harness that entrepreneurial spirit, that family-owned business commitment, to keep their stores very, very local, and close to the community. And I think that’s why they’ve been so successful in the areas that they operate in.”

Specific to NGA, Wakefern has been involved in several facets.

ShopRite reimagines Wholesome Pantry packaging and products

Award-winning line can be found in nearly every aisle of all its stores

Greg Ferrara

For starters, the corporation’s leadership has served on NGA’s board of directors. That includes Joe Sheridan, who served as chairman of NGA, and Jeff Reagan, who currently serves as the board’s secretary.

Ferrara added that NGA also holds a close relationship with many of Wakefern’s retailers, many of whom have also served on the board of directors over the years.

“On a personal level, I’ve been very fortunate to have a close relationship with many of our leaders, both in terms of Wakefern the co-op, and also many of their retailers,” he said. “I consider many of them personal friends. Many of them are have been mentors to me and continue to be mentors.

“They’re just an organization that has a very big heart and is always the first in line to step up and give back any way they can to the industry, and I admire that very much. I admire the work that they do for advocacy.

“When they get behind an industry issue, they are willing to put the full muscle of Wakefern and their members stores behind it. That includes grassroots efforts, that includes supporting our political efforts to help get champions elected to Congress [and] that includes bringing a very large contingent of retailers and Wakefern co-op employees to Washington each year for the annual fly in. That makes a huge, huge difference in the success of the industry and how we’re able to advance the causes.”

In addition, Ferrara said Wakefern also has been a tremendous supporter of NGA’s show for several years, helping ensure that the association can provide top-notch educational and networking opportunities for the industry at the event.

Similarly, Wakefern has been “a huge champion” of the NGA foundation as well, helping to attract, train and retain the next generation of leaders in the industry. The corporation has been a longtime supporter of NGA’s Executive Leadership Development Program, as well as the Women Grocers of America.

ShopRite recently announced the expansion and rebranding of its award-winning Wholesome Pantry and Wholesome Pantry Organic product lines that are available at all of its stores in New Jersey, New York, Connecticut, Maryland, Delaware and Pennsylvania.

Wholesome Pantry products also will be available at Fresh Grocer stores in Pennsylvania and New Jersey. ShopRite and Fresh Grocer are supermarket banners of Wakefern Food Corp., the largest retailer-owned cooperative in the country.

The popular private label brand of clean ingredient, affordable foods has been reintro duced with an updated look and feel, select new and innovative products, and a fresh tagline, “Food Set Free.”

“We’re thrilled to be introducing a bold new look for this beloved brand,” said Chris Skyers, VP of Own Brands at Wakefern. “Since its debut four years ago, the Wholesome Pantry line has offered delicious, free-from and organic products that are both budget-friendly and accessible. Now we’ve taken it to the next level, updating the brand with even more innovative products that we’re confident our shoppers are going to love.”

Please see page 40

2020 Wholesaler of the Year

The Wholesome Pantry lineup can be found in nearly every aisle, including frozen, produce, dairy and meat. More than 100 newly branded items, such as nut butters, organic fruits and vegetables and packaged salads, arrived on store shelves beginning in early October.

The rebrand also will include the launch of new innovative products including organic Kombucha, in flavors such as ginger lemon and coconut watermelon elderberry. Also included in the launch will be organic frozen breakfast bowls that provide a quick, well-balanced meal to start the day.

ShopRite plans to add dozens of new Wholesome Pantry products over the next 24 months. These include baking, condiments, dry pasta, grains, snacks, seafood and meatless entrees. Shoppers can purchase the new products in store, or online via ShopRite’s online shopping service, ShopRite from Home.

The tagline for the new campaign, “Food Set Free,” will be displayed as part of the relaunch, which will be supported by a robust digital marketing program. As part of the campaign, shoppers will be able to download online recipe suggestions and view live cooking demonstrations on the supermarket’s corporate social media accounts. The demonstrations will feature members of ShopRite’s dietitian team.

“For customers looking for organic or better-for-you options, our Wholesome Pantry line is a great solution that checks a lot of boxes when it comes to feeling good about the meals you serve yourself and your family,” said Natalie Menza-Crowe, director of Health and Wellness at Wakefern.

“We’re excited about Wholesome Pantry’s refreshed look and feel, and can’t wait to help our customers create delicious recipes by incorporating these items into their favorite meals.”

The best-selling Wholesome Pantry line, which consists of both Wholesome Pantry and Wholesome Pantry Organic, offers consumers quality equal to or better than national brands. It features the same free-from standards as its conventional

counterpart, Wholesome Pantry, plus an additional USDA Organic Certification. All Wholesome Pantry Organic products are considered non-GMO under the USDA’s National Organic Program.

The rebrand of Wholesome Pantry and Wholesome Pantry Organic follows the successful 2019 launch of ShopRite’s award-winning Bowl & Basket and Paperbird private label brands.

The new flagship brands combine the best of ShopRite value and innovation with a distinct and modern brand style and ethos.

Bowl & Basket foods pair selected ingredients at a budgetfriendly price. Paperbird offers a line of effective household products that look as good as they clean.

Wholesome Pantry, the popular private label brand of clean ingredient, affordable foods, was reintroduced in October with an updated look and feel, select new and innovative products, and a fresh tagline, “Food Set Free.”

‘Fresh to Table’ experience launched at 3 locations in New Jersey, New

Customers will experience reimagined retail destination

ShopRite recently unveiled three “Fresh to Table” concept stores in Greenwich and Burlington, New Jersey, and Monroe, New York.

The convenient store-within-a-store format harnesses ShopRite’s 70-plus years of grocery expertise to deliver a reimagined retail destination where customers can find fresh, on-trend foods and meal solutions in a variety of flexible grab-and-go formats.

The seamless in-and-out store experience also leverages a host of digital innovations to help customers save time.

Designed within each store’s existing footprint, “Fresh to Table” reinvents the produce and fresh departments to provide inspired, high-quality options for shoppers looking for a one-stop-shopping experience.

These include sections with ready-to-cook items (“Prep & Eat”), ready-to-heat and serve items (“Heat & Eat”) and ready-to-eat meals (“Grab & Eat”). The concept’s clean, modern aesthetic and distinctive signage provides an easy and intuitive experience for quick navigation and meal selection.

Its “One Stop Dinner Shop” showcases five-ingredient meals crafted by ShopRite chefs and dietitians that change weekly. The easy-to-prepare meals are featured on the Recipe Shop on ShopRite.com and can also be accessed by scanning QR codes on in-store digital screens for extra customer ease.

Meal offerings for the first week of each store’s “Fresh to Table” launch included: pumpkin soup, turkey-apple grilled cheese and herb-poached salmon.

A “Tasty & Trending” section highlights on-trend and seasonal foods, also chosen by ShopRite chefs and dietitians, to inspire customers to explore unique and healthy food options. Drawing from fresh departments across the store – including meat, seafood, produce and bakery – items change every two weeks.

“Fresh to Table” combines the best of ShopRite’s ready-made meal expertise with the latest in integrated technology such as online ordering via ShopRite’s Order Express app, which allows customers to order ahead of time for express pick-up, or arrange at-home delivery via DoorDash. Shoppers can also access “Fresh To Table” options on each store’s ShopRite from Home online service.

York

Wakefern and ShopRite executives gathered at a ribbon cutting on Oct. 13 to celebrate the launch of the new “Fresh to Table” store-within-a store concept at the ShopRite of Greenwich in Phillipsburg, New Jersey.

“‘Fresh to Table’ offers a whole new way to access fresh foods and meals,” said Joe Colalillo, chairman and CEO, Wakefern Food Corp., the merchandising, logistics and distribution arm for ShopRite stores. “Whether shoppers are looking for fresh-fromthe-oven prepared meals and sides, or want pre-prepped ingredients to make every meal come together easily, this new concept promises to offer an exciting shopping experience that’s fun, fast and delicious.”

Please see page 42

From page 41

In-store and online messaging highlights unique ingredients and cooking solutions, tips about better-for you choices, and also helps customers identify distinctive fresh offerings at ShopRite.

“The ‘Fresh to Table’ space is a destination for shoppers looking for a quick snack, those planning to make a gourmet dinner and everyone in between,” said Steve Henig, chief customer officer for Wakefern.

“The combination of wholesome, seasonal fresh foods, stateof-the-art technology and convenience is designed to help our customers find the balanced meals they are looking for.”

2020 Wholesaler of the Year

Store brands win several Vertex Awards

Bowl & Basket, Paperbird Items among the honorees

Two of Wakefern Food Corp.’s store brands – Bowl & Basket and Paperbird, both introduced in 2019 at ShopRite – recently won gold, silver and bronze Vertex Awards. Since their launch, select products from both lines are also now available at Price Rite Marketplace and The Fresh Grocer.

The Vertex Awards are the only global competition devoted to the art of private brand package design. The awards are judged by a panel of industry experts from around the world who consider creativity, marketability and innovation.

Wakefern’s own brand winners include:

• Bowl & Basket named as a silver winner in the New Brand category;

• Paperbird named as a bronze winner in the New Brand category;

• Bowl & Basket Specialty Kettle Chips won in the gold and Best in Show categories; and

• Paperbird Premium Bath Tissue named as a bronze winner in the Health Care category

“We are truly thrilled that these new brands have received prestigious Vertex Awards,” said Chris Skyers, VP of own brands at Wakefern. “Over the last few years, our team has devoted themselves to creating a unique look and feel for both our Bowl & Basket and Paperbird brands.

“We’re honored that the Vertex judges have recognized the distinct design of each brand, and we feel confident that we’ve delivered on our promise to create high-quality, accessible and stylish products.”

To celebrate the awards, they were presented at the expanded Velocity Global Virtual Conference in August. The conference featured presentations and interviews with this year’s winners from around the world.

The multi-purpose space will also feature new and innovative items from ShopRite’s own brand portfolio of specialty products, including its award-winning Bowl & Basket and Wholesome Pantry lines.

It is expected that the “Fresh-to-Table” concept will be rolled out to additional ShopRite locations in the coming months.

This is not the first time a new ShopRite brand has been recognized for its innovative products. In 2017, Wholesome Pantry Organic was awarded two Salute to Excellence Awards by the Private Label Manufacturers Association.

Wholesome Pantry Organic Spring Mix Salad and Wholesome Pantry Creamy Almond Butter were both recognized in the Private Label Manufacturers Association’s “Healthy Eating & Natural Foods” and “Spreads” categories. The Wholesome Pantry Organic brand also was awarded Best New Organic Food Product or Line by Store Brands in 2017.