Central Florida-based 4R Restaurant Group named FFVA Customer of the Year

The Florida Fruit & Vegetable Association has honored 4R Restaurant Group with its 2022 Customer of the Year Award. The award was presented during FFVA’s 78th annual convention at The Ritz-Carlton in Amelia Island, Fla.

The annual award recognizes the important role that food service and retail merchandising play in the promotion and sale of fresh Florida produce, according to a news release. The award is given to a valued partner that has worked with producers to promote Florida products.

“If you’ve ever had the opportunity to spend time with John Rivers, you’ll know that his life’s purpose is to help people,” Jeff Goodale, Duda Farm fresh foods director of domestic sales, who chairs FFVA’s Supply Chain Management Committee, said in the release. “John and the 4R Restaurant Group have built a successful business supporting Florida farmers and countless communities across the state. I can’t think of a more deserving recipient for this award.”

4R Restaurant Group has developed partnerships with agricultural operations across the state, including FFVA members, and features Florida sweet corn, tomatoes and more at select 4 Rivers Smokehouse locations, according to the release. Consumers visiting those locations will find information about the locally sourced ingredients on the menu, as well as the farm they originated from, further increasing awareness of the industry.

“It is an honor and a blessing to be presented with this award,” John Rivers, CEO at 4R Restaurant Group and 4Roots Farm, said in the release. “One of the 4R Restaurant Group’s missions is to invest in a sustainable food system, which we believe starts with supporting our local farms. From seed to table it is consistent, quality ingredients that are at the forefront of flavor and customer success. FFVA continues to be an incredible resource to the Florida grower-shipper community and 4R Restaurant Group, allowing us to serve our customers the best in what Florida farming has to offer.”

Established in Winter Park, Fla., in 2009, 4 Rivers Smokehouse is a family-owned “Barbecue Ministry” led by Founder and CEO John Rivers. 4R Restaurant Group has 22 locations in Florida, including thirteen 4 Rivers Smokehouses and the 4R Cantina Barbacoa at Disney Springs, among other venues and eateries.