UNITED STATES - Each year, the United Fresh Produce Association honors a group of exceptional produce industry individuals in its Retail Produce Manager Awards Program. The 25 produce managers represented are selected from hundreds of nominations submitted by retailers and produce suppliers across the industry from supermarket banners, commissaries and independent retail stores. This year’s honorees represent 19 different states and two Canadian provinces. 

This past month, United Fresh’s Jeff Oberman kicked off a tour in partnership with Dole Food Company, to visit the produce manager honorees on their turf and see what separates them from their peers. Here, in this first article with more to come, I spoke with two retail leaders, Schnucks Markets and Hy-Vee, as they honored the team members that more than made the cut.

“This year, Dole and United Fresh have strived to enhance the year-round value of the program by visiting with each of the 2016 Winners in their stores,” Jeff tells me. “These top retail produce managers have been recognized for their commitment to fresh produce, innovative merchandising, community service, and customer satisfaction through the Retail Produce Manager Awards Program. The program was sponsored by Dole Food Company in 2016 and it is now in it’s 12th year.”

United Fresh and Dole have recognized many deserving industry members this year, and one of those incredible individuals is Jason Norviel of Schnucks Markets in Des Peres, MO. Tom Brendel, Produce Buyer for Schnucks Markets, took a few moments from his day to speak with me and share that Jason has an incredible way of adapting to the needs of the consumer while balancing the dynamic of the store.

“Jason’s department is always full and fresh and inviting to the customer,” Tom tells me. “His two biggest assets are his ability to rally his team and get them involved in the presentation and educations within the department, and second, he is very customer-oriented and always there to address consumers needs and questions. Jason truly deserves this award.”

In addition, Dan Hanson of Hy-Vee, Inc. in Mankato, MN, is another individual honored in the 2016 Retail Produce Manager Awards Program; not only for his ingenuity, but for his leadership.

Mike Orf, Assistant Vice President, Produce Operations, for Hy-Vee says, “We’re very proud to have Dan on our produce team. He is incredibly driven and passionate about growing produce consumption and reaching more consumers. He has a keen eye for merchandising and creates flair in his dynamic displays. Dan has been a great leader and mentor to many others.”

Dole also brought a team for the tour, and spoke to me about the important shoes these individuals fill.

"The role these produce managers have is critically important to the produce industry,” Bil Goldfield, Director of Corporate Communications for Dole Food Company, shares. “To consumers they are the unquestionable experts and extensions of the growers and the brands. The produce managers who are being recognized with this award are some of the best and most passionate about produce. All of us at Dole are aware of the relationship we share together, and we feel fortunate to have the opportunity to publicly say thank you and celebrate their success.”

Jeff and the Dole team have collected many wonderful insights during this part of the tour, with huge emphasis on the essential role produce managers assume to create a successful retail operation.

“A great produce manager can make a dramatic impact on increasing produce sales. Some have shared that a successful produce manager made a 20% difference in same store sales. This program is all about increasing sales and consumption,” Jeff says. “When I read about cut-backs in store-level personnel, it seems there will be long-term losses in sales as well as the customer ‘experience’ and these visits have proved that retailer’s need to invest in frontline personnel to increase sales, not cut costs of labor.” 

In many ways, by featuring these 25 Produce Managers on an annual basis through the Produce Manager Awards Program, United Fresh hopes to showcase their excellence, and motivate other retailers to support their front-line in store produce teams.

All winners will be the honored guests at the United Fresh 2016 convention, June 20-22 in Chicago.  Stay tuned for more behind the scenes commentary and insights from the Midwest swing of the Produce Manager Awards Program tour.

See you all in Chicago!

United Fresh Retail Produce Manager Awards Program