2022 Southeast Innovator of the Year

Improving the guest experience is a top priority for The Fresh Market, which Potter said maintains the highest standards for quality, freshness and food safety. The company’s team members are an essential part of making that happen.

Every job is important

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The Fresh Market has been named The Shelby Report of the Southeast’s Innovator of the Year. On a recent trip to the company’s headquarters in Greensboro, North Carolina, Treva Bennett visited with leadership to learn more about what makes the grocer so innovative.

“We believe that every job is important, and everyone can make a difference. We strive for our guests to feel welcomed in our stores,” Potter said. “Many of our team members and guests know each other by name and that’s because we encourage our team members to be friendly, informed and provide exceptional service.”

When hiring, Potter said The Fresh Market looks for “people who are willing to provide impeccable guest service and will live out our values. Someone that is friendly with a passion and love for food and who is willing to bring their smile and winning personality to work each day.

“Service is important in how we treat our guests and each other – which we do with fairness, respect and dignity on the job in our warm, friendly, diverse and inclusive environment.”

Potter said The Fresh Market recognizes team member contributions, whether through weekly Town Hall meetings or daily communications.

“We share guest feedback of exceptional service, and the Zoom chat lights up with congratulations and supportive notes from across the company.”

Supporting communities

Another part of The Fresh Market’s culture is to support the communities it serves, Potter said.

“Our team members are very passionate about that aspect of our company as we aim to be a force for good,” he said.

The majority of The Fresh Market’s giving is focused on food security. This past holiday season, the company’s Round Up campaign raised $653,562 for Feeding America, enough to fund 6.5 million meals for families in need.

“Our stores work closely with their local Feeding America food banks to fight food insecurity and build hunger awareness in their local communities,” Potter said. “Additionally, we help the communities where our stores are located and strive to be a force for good when natural disasters occur, like last year’s hurricane in Louisiana.”