Why The Giant Co.'s Breanna Norris is one of the nation's best produce managers

DOYLESTOWN, Pa. — Dana Barnett rolled his shopping cart by the blueberries at The Giant Co.’s produce department, pausing to lean toward Produce Manager Breanna “Bre” Norris.

“You run up a very fine operation here. I’m glad you’re getting appreciated,” said the regular customer.

Barnett noticed the hoopla surrounding Norris on this late July day as the International Fresh Produce Association visited her store to celebrate her 2023 Retail Produce Managers Award.

The program recognizes 15 produce managers nationwide for their commitment to fresh produce, innovative merchandising, community service and customer satisfaction. The winners receive a recognition visit at their store; a trip to IFPA's Global Produce & Floral Show, Oct. 19-21 in Anaheim, Calif., with a special recognition dinner; and media coverage. The award program is sponsored by Dole Food Co. Inc.

This is the award program’s 15th year, said Amy Marshall, IFPA retail and foodservice manager.

“We have an industry panel of judges, and we received over 80 nominations,” Marshall said. “It’s a big deal.”

Customer service is a team effort

Norris’ customers have grown so familiar that they bring apple pies to her and discuss recipes.

“I’ve never had so many regulars in my life,” Norris said. “They ask about my children and fiancé, and we just talk.”

This warmth and hospitality extend to her produce team members, whom she teaches to do the same — in training and by example.

Produce associate Dan Najecki has worked for The Giant Co. for seven years. “And she’s one of the best managers I’ve had,” Najecki said. “She comes in early, gets it all done and makes us all comfortable.”

Norris starts work at 5 a.m., and she trains assistant managers among other duties.

She played an integral role in opening this Giant Co. location in December 2021, directly overseeing 10 to 15 produce team members, six of which earned promotions in 2022.

Related: The Giant Co. shares second annual Community Impact Report

When you work so many hours with the same people, you better like being around them, Norris said. She wants to create that friendly, hard-working environment.

“She connects with people: her team and customers. That’s her thing,” said Ernesto Fiore, interim regional director at The Giant Co.

Norris’ skill at training and professional development have created a customer-centric culture with benefits extending beyond the produce department, improving the overall customer service of the store and The Giant Co., her nomination says.

“She does make me want to come in and work my hardest, and she’s the only manager who’s motivated me so much,” said Caitlyn Carpenter, assistant produce manager.

Gabriella Chichilitti, a cut-fruit associate, said she has never witnessed a manager so hands-on in the work they all are required to do.

Norris is strategic and thoughtful, her nomination said. Her creativity elevates displays, particularly amplifying special events, holidays and promotions to tell the stories of the brand and supplier partners while driving sales. 

“She does the work herself too. She culls the vegetables. She’s so humble and sweet and flexible,” Chichilitti said.

The numbers and their roots

Norris’ warm approach to managing her produce department is backed by hard, cold numbers.

When tasked with opening the newly relocated store, produce sales penetration grew from 13% to 17%.

Most recently, Norris earned the record for the entire The Giant Co. in produce sales in January 2023.

“This is the busiest produce department in the company,” said Robert Backer, category manager of fruit at The Giant Co., which has 193 stores.

For Norris, there were never any other competing career aspirations. While she has friends and family outside work, her Giant Co. colleagues and customers give her an important sense of community.

Related: Two produce managers, others win awards for The Giant Co.’s 100th anniversary

Norris, 31, started working for The Giant Co. 15 years ago, when she was a teenager in high school. Her mom was the hiring manager, and she placed Norris into the produce department.

“This was my first real job. I love being here,” she said, her eyes scanning the colorful produce. “How can you not? It’s so beautiful.”

While pulling a few clamshells of blueberries to the front of the shelf and folding back the labels on bagged grapes, Norris said she’s worked at nine locations. She still hears the voices of her past supervisors, advising her on best practices.

While she likes the idea of promotions with higher salaries, Norris said she never wants to leave produce.

Regardless of associate or manager status, each produce person has a station, and for Norris, it’s the berries and highly perishable soft fruit.

“The berries are my babies,” Norris said, but she’s quick to add she loves the two babies she produced too.

Learn on PMG: The Giant Co.

They eat Brussels sprouts with bacon and asparagus with lemon-garlic butter at home, purchased through Giant Direct, the online grocery service for pickup and delivery. She’s loving summer season’s cherries and nectarines too. “I can’t get enough of them,” Norris said.

In 2022, Norris had a fruit and vegetable tattoo placed on her left leg, redolent with pineapple, peaches, mushrooms and blackberries, among other produce. She met her fiancé, who worked in the meat department, when she was cross-merchandising produce there, creating meal solutions.

“Fruits and vegetables have given me everything in my life, everything that I have,” Norris said.