Former Produce Retailer of the Year Mike Orf retires
Mike Orf, vice president of produce operations for Hy-Vee and the 2018 Produce Retailer of the Year, has retired.
Orf started his career with Hy-Vee when he was 16 years old. His last day with the company is Oct. 9.
“It’s been a great, great run,” Orf said, adding that what he’ll miss most about the job are the people of Hy-Vee, from store associates to the company’s leadership.
“In my role, that’s really your audience,” Orf said. “That’s who you’re really working for every day, is to help the stores be better prepared to be successful and to deliver a better experience for our customers, and so that’s really what you pour your heart into ... Those interactions are what I’ll miss.”
Orf also spoke highly of the people he has connected with throughout the industry over the years.
“I’ve always been fascinated by the caliber and class of people that you need all across the supply chains: growers, shippers, marketers,” Orf said. “There’s fantastic people in the industry, and I’ve made a lot of friendships with those people that have serviced Hy-Vee and helped them ... I’ll absolutely miss those interactions with people, when we’re collaborating together on how to grow the business and how to deliver products and services differently than what other people do to give yourself a competitive edge.
“I love that networking of people across the supply chain,” Orf said.
Throughout his career, Orf has inspired creativity and enthusiasm in Hy-Vee produce departments, starting with his own excellent merchandising during his time in stores.
Nate Stewart, who first worked with Orf in 2001 while training to be a store manager, described Orf in a 2018 PMG feature article as an artist with produce.
“His aisle was alive, it was exciting,” Stewart said. “If you had a couple days off, you couldn’t wait to come in and see what he was going to do. He was the guy that got the reputation our produce aisle had (for) the big, huge, crazy display — very bold, very colorful.
“Things that no one else would even dream to do he did in his aisle,” Stewart said. “It was fun to watch and fun to be a part of.”
Orf encouraged that same kind of creativity as a leader, spearheading frequent display contests that drove sales while providing opportunities for produce managers and their teams to showcase their skills and be recognized for their efforts.
“It’s a chance for stores to get creative and just have fun,” Orf said in his interview for that same 2018 article. “And some of the best stores, maybe the produce manager doesn’t even do it, and he says, ‘I’m going to assign you to do it,’ and it gives people a chance to take ownership and to be the decision-makers.
“You always talk about these phrases in business about empowering people, but that’s empowering people,” Orf said. “Sometimes these people are quiet and they have the best idea ever and they don’t talk, and you have to give them some opportunities. It’s kind of a chance for stores to show off ... but we incentivize it. We make it a really big deal and then we make it a really big deal if you win.”
Orf has also spent a significant amount of time in recent years building out a network of local producers to support the Hy-Vee Homegrown program, which includes an extensive sign and marketing package, from point-of-sale material to grower videos that give shoppers more information about the people producing their food.
In the couple of years since Orf’s selection as Produce Retailer of the Year, Hy-Vee has continued its efforts to further elevate the produce experience for its shoppers, updating and refreshing departments, including with a “fantastic” new marketing and educational sign package, Orf said.
Orf still sounds energized talking about Hy-Vee produce, but now it’s time for his next chapter: spending more time with family and enjoying some travel and hobbies.
Click here to read the full feature article on Orf from 2018.
