2014 Retail Produce Manager Award Winners

10 YEAR ANNIVERSARY

2014 RETAIL PRODUCE MANAGER AWARD WINNERS Honoring the Produce Industry’s Front Line Sponsored by:

2014 RETAIL PRODUCE Gustavo Agillon, Arteaga’s Food Center, Gilroy, CA

Gustavo Agillon has long been incorporating nutrition education resources into displays to promote the health and value of eating fruits and vegetables. He regularly showcases elements from the Harvest of the Month campaign to help promote consumption of fresh produce. He introduced the Healthy Checkout Lane to ensure shoppers have healthy choices when they checkout and he also ensures Arteaga’s participates in the Fruit and Veggie Fest. Gustavo believes that all of his shoppers, no matter their income, should have access to high quality and affordable fruit and vegetables. Thanks to his leadership and commitment to promoting healthy choices to their shoppers and employees, Arteaga’s Food Center has been acknowledged with numerous awards.

Larry Aledo, Food Maxx/Save Mart Supermarkets, Brentwood, CA

Larry Aledo is a cutting-edge merchandiser who has high standards and expectations for his department at all times. He has become well-known in the company for his display standards to the point where “Beat Larry” is a common motivational slogan! Larry also participated in a training video, which is now seen by everyone in the company. Larry knows the importance of giving back to him community and educating local schools with tours of his department. His tours are so successful that the parents want to tag along. Larry has fun while he works and his customers have fun being around him. He treats his team very well, which translates to them treating their customers well.

Dan Atkinson, Hy-Vee, Inc, Iowa City, IA

No matter what he does in his department, Dan Atkinson always tries to focus on educating his customers and ensuring they have a good experience while shopping at Hy-Vee. Once a month he hosts “Produce University” to educate customers on a produce item with displays, recipes and cooking demonstrations. He is also a strong merchandiser. From a Halloween ‘freaky’ fruit display, an apple promotion involving all the store’s departments, and giving local elementary schools midday’s snacks, engaging shoppers is why Hy-Vee leans on him for their companywide training program. Dan is often called upon to set up new stores’ produce departments and helped navigate his own store’s comprehensive remodeling with a smooth transition.

Mike Bawol, Tops Markets, Grand Island, NY

Day in and day out, Mike Bawol runs an outstanding department with consistent, stellar promotions that drive sales. A veteran of 29 years, Mike brings tremendous knowledge and experience with a youthful attitude. Mike is a creative merchandiser who is not afraid to take risks in developing creative ideas to attract customers. He has successfully increased the level of variety in his department including produce from over 200 local farmers. Mike has a great deal of respect in his organization, where he serves on the district reset team and is a valuable mentor to other produce managers. Mike’s strong customer service and his genuine passion for produce make him a great ambassador for Tops Markets and for the industry.

Bob Beaudoin, Albertsons, Lemon Grove, CA

Bob Beaudoin’s commitment to freshness and quality is evident throughout his department. You know you’re in for something special when you visit his store - the attention to detail is portrayed through displays, item assortment and department conditions. Guests shop at his store specifically because of him and his passion for produce and the beautifully merchandised produce department.

He offers samples, recipes and educates his shoppers through his enthusiasm. Bob’s commitment to his community also involves school tours to teach students nutritional value, flavor profile, growing region and seasonality of fresh produce. He is also a district produce and floral trainer and the recipient of many company awards.

Bill Denault, Price Chopper/Golub Corporation, Lenox, MA

With 28 years of experience in retail produce, Bill Denault runs his Price Chopper department with consistently fresh conditions and outstanding merchandising standards. His high standards have been recognized by Price Chopper with numerous awards, including Price Chopper Produce Manager of the year at Price Chopper seven times. As a leader in retail produce, he has be a part of 18 grand openings and has been the Zone Trainer for the Massachusetts area for the past 15 years. Bill was personally selected as a tour guide for school tours. During the tours, he quizzed children on their produce knowledge, product identification and nutritional values, creating a fun atmosphere that the children loved.

MANAGER AWARD WINNERS Douglas DeWitte, Meijer, Grand Haven, MI

With the produce department as the first area that most customers come into contact with at the Grand Haven Meijer, Douglas DeWitte knows it’s important that he delivers “Grand Opening” conditions every day to set the tone of the store. Douglas also puts emphasis on holiday, seasonal displays ensuring to merchandise both inside and outside the store. As Produce Department Team Leader, Douglas teaches his team that putting the customer first is their top priority. Whether it’s eye-catching produce displays, taking special orders, or ensuring they have the information needed, his department exceeds customer expectations every day. His expertise and commitment has helped his department rank in the top five among the company for sales and volume.

Darin Eversaul, Quality Food Centers, Bellevue, WA

Darin Eversaul takes great pride in his work to create an inviting atmosphere for his customers in the produce department. He always finds creative ways to entice his customers with great produce parings and seasonal highlights to increase sales across all departments. He has worked to build customer loyalty with his exceptional, friendly service and teams up with other employees to make them feel welcome in the store! He will always go the extra mile and assist with any special requests.

Darin works closely with many charities, including Food Lifeline, the local foodbank, and Sky Valley Community Outreach, to help distribute food donations to those in need.

Dan Fabris, Jewel-Osco, Park Ridge, IL

Dan Fabris knows what it takes to keep customers coming back to Jewel Osco! The produce department is the first stop in his store and he is always is ready to greet them to make a great first - and lasting - impression. Dan continues to maintain the produce department with the freshest fruits and vegetables and has made it a goal to always have at least two or more daily demos. He is an advocate of the kid’s club free fruit program, has participated in school store tours, and recently spoke about fresh fruits and vegetables to children at the local library. He is a decorated produce manager, receiving numerous awards, and is a respected trainer for his company.

Alice Firkus, Roundy’s Supermarkets, Steven’s Point, WI

Alice Firkus prides herself in offering the freshest variety of produce for the community she serves.

She plans many in-store events and tastings to excite her customers, by incorporating giant, eyecatching displays, like the “Pineapple Pirate Ship” that was nationally recognized in a contest. In the community, Alice was recently a part of an event at the store celebrating its one year anniversary.

She and her team put together a whole weekend of activities. The local high school band played at the front of the produce department, creating quite a fun “home town” event. With plenty of produce samples and caramel apple dipping on the sales floor, everyone had fun while shopping for fall produce favorites.

Garrett Fowden, Payson Market Place, Payson, UT

Garrett Fowden, or Big “G,” as colleagues and shoppers refer to him, has demonstrated an incredible passion for produce, making his produce department one of the best in town. Garrett has constructed impressive seasonal and promotional displays for many commodities with a high-level of attention to detail. His beautiful wet rack is in a class of its own, with nothing out of place. Not only does Garrett generate customer excitement for produce at the store level, he is involved in increasing consumption of fruits and vegetables in the community. Every school semester, Garrett takes part in the local Junior High School’s cooking and foods classes, teaching students about the importance of produce in their diet and how to pick the best fruits and vegetables!

Joe Gapp, Hy-Vee, Inc, Lincoln, NE

All year long, Joe Gapp ensures his Hy-Vee produce department keeps up with both the holidays and growing season. During the summer Joe dedicates a lot of space to display homegrown produce.

He works with the farmers throughout the year to promote their products and local offerings. Joe also works with other departments to build eye-appealing displays that generate extra sales and engage the customers. During Halloween, shoppers can paint their own pumpkin and during holiday seasons, shoppers can build their own gift baskets with Joe’s help. Joe’s department is constantly offering samples and recipes, trying to find ways to bring the customer extra flavor with produce.

Joe also volunteers his time to the community by donating produce to local schools and charity drives.

2014 RETAIL PRODUCE MANAGER Sal Gentile, A&P, Yorktown, NY

Sal Gentile maintains the highest standards in his Yorktown produce department. His customers can always count on a fully stocked fresh produce department and the largest organic variety that’s available. His cut fruit and cut vegetable sections are best-in-class and his creative displays and merchandising entice customers to stock up on produce. He is an excellent trainer and his associates mirror his work ethic and professionalism. When the opportunity to have a local school tour presents itself, Sal is always an active participant, sharing his many years of experience and knowledge with the kids - and that same knowledge is shared every day with his customers.

Kenny Hackman, Wal-Mart Stores, Inc., Fayetteville, AR

Kenny Hackman is very tuned into his local customer. Fayetteville is the home town for University of Arkansas and this brings a very diverse and changing customer base to his store, so he constantly monitors customer desires and adjusts to meet their needs. He is a big supporter of demos and secondary displays as he targets his customer base. Being near the company home office, he has a lot of opportunity to test new things in produce, is always willing to try, and gives excellent feedback.

In addition, his department is go-to place in the region for school and educational tours. His store is also involved in product donations to the local food bank as well as sustainable initiatives to reduce waste.

Jeff Haines, Fry’s Food & Drug Stores, Phoenix, AZ

To call Jeff Haines’ produce displays just “merchandising” is an understatement. With ice sculptures and exotic fruit from all over the world, Jeff masterfully creates works of art with produce. Jeff’s produce department has been recognized on a national level as the store to shop for unique, exotic fruits and vegetables in the Phoenix area. These exciting commodities make for fun school tours.

He provides the students with samples of popular seasonal items as well as everyday healthy fruits and vegetables. Jeff also donates fruits and vegetables to local schools, churches and charities.

Over the years, Jeff has been recognized by Fry’s for his excellence in sales, customer service, produce freshness, and merchandising.

Brent Harkleroad, Food City/K-VA-T Food Stores, Kingsport, TN

To draw shoppers in to his department, Brent Harkleroad goes above and beyond the typical produce displays and participates in range of industry display contests. He is a strong supporter of sampling and often takes it one step further by delivering free produce samples to local schools. In addition, Brent participates in health fairs, after-school programs, the Fruit and Veggie More Matters campaign and more. Brent also took part in a fundraiser to help raise money for families whose boys were diagnosed with leukemia and helped raised thousands of dollars for medical expenses. Brent has received many awards for his dedication and hard work, so it’s no wonder he is a designated trainer for K-VA-T.

Luis Huerta, Raley’s Family of Fine Stores, Oakley, CA

Luis Huerta’s military background has molded him into a true leader, which has enhanced his produce career by bringing an extremely high level of pride and teamwork to him and his coworkers. Luis continually strives to build fresh, innovative produce displays that are functional and eye catching, including participating in a Super Bowl display contest, a fall Pumpkin Patch contest, and a St. Patrick’s Day display where he sold a record amount of cabbage. Educating the youth is a focus that Luis also takes very seriously as he wants children to understand the process that begins at planting and finishes at his produce department. Luis has received numerous customer service awards and is ServSafe certified for his store.

Gina Johnson, The Kroger Company, Dayton, OH

Since 1996, Gina Johnson has become one of the most engaging Produce Managers that the Beavercreek Kroger has ever seen! Gina’s positive energy, enthusiasm, and charismatic personality made her the perfect choice as a Kroger produce spokesperson for a market-wide advertising campaign. In the store, Gina is constantly looking to surprise and delight her customers. She is committed to expanding the organic produce variety and selection. Gina leads by example and maintains a high standard for quality and product presentation. She offers the most extensive variety and selection within the market. She prides herself on honoring all new item requests and this commitment is one of the reasons her customer satisfaction ratings are so high.

AWARD WINNERS Bill Logan, Jr., ShopRite, Medford, NJ

Bill has been a produce manager for nearly 30 years and throughout this time he has never wavered in his commitment to providing the highest quality produce to his consumers. He helped develop a relationship with a local, organic farm in order to provide fresh and locally sourced produce to his customers. Bill makes sure to use innovative merchandising ideas in order to display the right product at the right time. He also works actively with a Retail Dietician to promote and sample new and exciting items for his customers. Bill’s hard work earned him ShopRite’s “Department Manager of the Year” award.

Kendall Lopez-Buitrago, MOMs Organic Market, Alexandria, VA

Kendall Lopez-Buitrago brings an almost artistic touch to the way he merchandises the produce at MOM’s Organic Market. Each day he creates new and eye-catching displays that inspire companywide merchandising procedures. Kendall became a produce manager for MOM’s at an early age, and even from this early start he took on one of the highest volume store. Seven years later, Kendall continues to manage the flagship store with a spirit that comes from his passion for providing fresh, organic produce. He is extremely well respected by his colleagues and managers at the company and has been recognized as a valuable and effective trainer.

Steve Mendes, Raley’s Family of Fine Stores, Turlock, CA

Not only does Steve Mendes dedicate his time and energy to his produce department at Raley’s, he also spends his free time visiting local schools and educating students on the importance of healthy eating. Steve introduces the kids to seasonal fruits and vegetables while also encouraging the school districts to come to Raley’s for tours of the produce department. Steve is a big believer in the importance of selling organic produce and is one of the top leaders in the district for organic sales. He has been recognized countless times for his excellent merchandising skills, and he is constantly receiving calls from other produce managers looking for advice on how to better merchandise their departments.

Abel Meza, Northgate González Markets, Barrio Logan, CA

Abel Meza’s produce department is in a neighborhood of San Diego that was once considered a food desert before his store opened there. To ensure the health and well-being of his shoppers and their families, Abel works hard to display materials designed to help his shoppers eat healthier. On any given day, shoppers in his produce section see cart signs, floor signs, window clings, and recipe cards, all of which give tips on how and why to purchase fresh produce, and what to do with it once they are home. There are even in-store announcements every hour to promote fresh fruits and vegetables. Offering the freshest produce and giving customers an enriching in-store experience is what makes Abel’s produce department stand out.

Jason Mooring, Safeway Stores, Marysville, WA

Jason Mooring is a master at creating amazing produce displays that capture the attention of his customers. Using bold colors, eye-catching patterns, and well-conceptualized plans, each detail draws in customers. The people of Marysville know where to shop when they are looking for great produce, as Jason’s store is well known for the amazing produce department. Management frequently circulates images of his department as examples for others in the company. In addition, Jason has hosted high school students in a DECA leadership program. He trains them in the basic aspects of work in a produce department, and gives them a one-day experience in interacting with customers and working while raising money for their program.

Michele Parks, McClellan Commissary, McClellan, CA

Michele Parks consistently merchandises her McClellan Commissary produce department with seasonality, excitement and selling enthusiasm. She and her produce team participate in many industry promotions and contests throughout the year and Michele takes great care in having a well-stocked department. Her enthusiasm to provide military personnel families with an exciting shopping experience is a challenge met with a positive attitude and a “can do” approach. Michele organizes countless community projects that reach military personnel, retirees, reservists and their families. Some notable events include Family Meal Day, where she promoted the benefits of eating together as a family, and Commissary Health Checks, in which she and her staff offered blood pressure checks, body fat testing, and nutritional counseling.

2014 RETAIL PRODUCE Patty Patino, Save Mart Supermarkets, Truckee, CA

Patty Patino’s dynamic merchandising skills are unmatched. With great enthusiasm, and strong detail, she regularly sets herself apart by striving to achieve at the highest possible level at all times.

Although her produce department is small, her variety of merchandised product stands out for its excellence. Patty prides herself on having a clean department with color breaks that pop to showcase the department. Patty regularly volunteers her time, including school field trips, as well as working with the local fire department at annual pumpkin patch events. Patty always goes above and beyond to please her customers, and takes the time to get to know all of her regular shoppers by name.

Dick Rose, Metcalfe’s Market, Wauwatosa, WI

As one of Metcalfe’s most reliable corporate produce trainers, Dick Rose is responsible for assisting in the development of the corporate merchandising strategy and advising other store directors on how to improve their produce performance. At his Wauwatosa store, Dick is consistently ranked among the top stores in customer service, distribution rate and sales. One of his greatest contributions to the company is his commitment to the “zero waste” movement. Dick chose to partner with a compost company for non-consumable produce; this has led his company to compost more than 130 tons annually. This year marks Dick’s 52nd anniversary in the grocery business and 11th anniversary with the company.

Crystal Scherer, Roundy’s Supermarkets, Appleton, WI

Crystal Scherer is always coming up with unique and innovative ideas for her produce department.

She is constantly thinking of new ways to merchandise products and loves to offer samples and demos. She recently hosted a “citrus explosion” event, where she sampled five different types of citrus, including blood oranges. She also enjoys featuring different types of exotic fruits such as dragon fruit and kiwano. Crystal has been recognized as employee of the month and has taken on the added responsibility of being a trainer for new hires in produce. She has been mentioned on customer feedback surveys as one of the most energetic and outgoing team members and she is always willing to go above and beyond to satisfy the customer.

Randy Sheets, Food City/K-VA-T Food Stores, Abingdon, VA

Randall Sheets loves to come up with creative ideas to enhance fresh produce sales at the K-VA-T home store in Abingdon. During spring and summer, he promotes locally grown produce using a huge tent display outside the store. He gives out samples from the grill and customers can participate in games such as a grape toss and corn hole, where corn cobs are actually used instead of the standard bean bags. In addition, each month Randy is involved with the local school system and provides them with fresh produce for lunches. He also promotes the produce industry through his involvement in community events such as the Ride to End Cancer, Backpack program and for Earth Day, he handed out vegetable plants to shoppers.

Derek Sibley, Oak Point Fresh Market, Watson, LA

Derek Sibley is well known throughout his community because of his customer service excellence.

He talks to every customer and gets to know not only their produce needs but also their families.

Derek is also known for having a wide variety of produce in his department and is constantly communicating with suppliers to get in new items. Derek is instrumental in the planning and execution of all new programs such as the fresh-cut fruit program, fresh bulk salad bar and olive bar, fresh squeezed juice program, and a roasted hatch chili pepper program. He also stays involved in his community and frequently hosts school tours and educates children on the importance of fresh produce and healthy eating.

John Spellman, Kings Food Markets, Livingston, NJ

It is not uncommon to see John Spellman’s produce department change on a weekly basis, as he believes change is a key factor in promoting new concepts. John sets the example to be a leader, not a follower. He also takes great pride in other people’s development and displays this through his passion for training of new produce managers. John has always been a leader within the King’s family and was recently in charge of a produce department that underwent drastic changes.

His department was completely reconfigured with new fixtures, concepts and layouts, but even with all these changes, John and his staff did not miss a beat and his department excelled through this change.

MANAGER AWARD WINNERS Robert Tanaka, Los Angeles AFB Commissary, Los Angeles, CA

Robert Tanaka takes great pride in his intricate and innovative produce displays. He is always coming up with exciting new ways to incorporate produce throughout his store. He is not constrained by space, making sure to merchandise produce both inside and outside the store. One of Robert’s creations was the “Salad Making Contest,” which encouraged customers to think about building salads in a new and healthy way. He enjoys highlighting holidays in his promotions; for example, for Lunar New Year he provided yellow mums with red wraps, lucky bamboo, money trees with gold coins and lai see. Robert also keeps the community involved in many ways, including “Military Children’s Month” where he makes a kids zone dedicated to healthy eating for children.

Justin Warner, Brookshire Grocery Company, Lindale, TX

At the Brookshire Grocery store in Lindale, Justin Warner does an outstanding job of promoting and selling produce. He is innovative and always engaging customers with sampling and creative promotions. For Valentine’s Day, he created special gift bags and a floral display which saw major returns! For the fall, customers enjoyed a massive autumn display, complete with tractor, pumpkins, and bales of hay. Justin is also an expert in customer service and makes sure to engage with his customers on a daily basis. His commitment to his customers makes him a successful and highly appreciated produce manager. Justin received his “Eagle Degree” through Brookshire University and was named the Brookshire Produce Manager of the Year for his district.

Gina Wasilefsky, Big Y Foods, Northampton, MA

Day in and day out, Gina Wasilefsky runs one of the best merchandised departments within her company. She and her team have won countless merchandising and display contests with their creative and innovative ideas. This year, Gina participated in a unique program where she partnered with the UMASS Student Farming Enterprise. The program offered locally grown, organic produce at competitive prices. In the store, Gina and her team always put customer service first; she sets the example for the rest of her team by knowing many of her customers by name. Gina is one of the “go to” managers for training and new or remodel produce department set-ups. She has a genuine passion and willingness to train and teach the people around her.

Mike Willis, Harris Teeter Supermarkets, Charlotte, NC

Mike Willis is a veteran supermarket professional with more than thirty years of industry experience.

He currently manages Harris Teeters’ highest volume produce department. His leadership skills stretch beyond the produce department as he regularly trains front-end cashiers, teaching them how to correctly identify produce. Mike enjoys playing off holiday themes in his department, such as chocolate dipped, fresh strawberries for Valentine’s Day and Mother’s Day. In the summer, he promotes local produce and every August does a hatch pepper roasting. His department also hosts school groups for tours, allowing the students to sample fruit and vegetables. Throughout his work, it’s evident hat Mike is passionate about produce.

Jake Wittman, Weis Markets, Fogelsville, PA

Jake Wittman prides himself on his extensive fresh-cut fruit and vegetable program, which he promotes to customers for their convenience and value. Jake is also an avid participant in school field trips to the store, in which students venture in to tour the supermarket and he can show off different fresh produce offerings. In addition, you will often find Jake greeting customers. He shares his knowledge of produce items with both the customers and the associates working with him. He knows it is very important for his team to able to explain to customers what different produce items are, where they are from, how they are used, how to pick the right ripeness, substitutions, and additional items that may go well with another purchase.

ABOUT THE RETAIL PRODUCE MANAGER AWARDS PROGRAM The United Fresh Retail Produce Manager Awards Program pays special recognition to those on the front line in supermarkets working everyday to increase sales and consumption of fresh fruits and vegetables.

Through a competitive application process each year, finalists are selected based on their excellence in merchandising, special displays and promotions, community service, company recognition and commitment to total customer satisfaction. All finalists receive complimentary registration, travel and hotel accommodations to the United Fresh convention, where they and their companies are honored during the association’s Produce Celebration Gala.

Several “grand prize winners” are also chosen to receive a $1,000 cash prize for their exceptional service to the industry.

Celebrating 10 Years of Retail Produce Excellence!

This year marks the 10th anniversary of the Retail Produce Manager Awards Program, which has been sponsored since its inception by Ready Pac Foods.

In the past 10 years of the program, more than 230 retail managers, representing more than 80 retail banners, have been honored for their excellence and contributions.

In its 10-year history, the program has received nearly 2,000 nominations.

While only a few of the many thousands of produce managers across the country can be recognized through this program, United Fresh salutes every produce manager working on the front lines of our industry to promote the sale of fresh fruits and vegetables and the better health of their customers.

This program honors all of their efforts, and serves to promote role models of excellence across our industry.

Special thanks to our program sponsor

2015 Retail Produce Manager Awards Program!

Applications for the 2015 Retail Produce Managers Awards Program will be available this fall, with winners to again be honored at the United Fresh Show in Chicago, June 2015. We encourage all retail members and produce marketers to use this program to honor the retail produce managers that work everyday on their behalf to increase the consumption of fresh fruits and vegetables.

1901 Pennsylvania Ave. NW, Suite 1100 · Washington, DC Tel: 202 303 3400 · www.unitedfresh.org