Steve Williams, vice president of produce and floral at Southeastern Grocers Inc., won Produce Marketing Association’s Retail Merchant Innovation Award.
Southeastern Grocers is the parent company of Fresco y Más, Harveys Supermarket and Winn-Dixie grocery stores.
According to a news release, Williams conceived several new elements in the company’s produce departments, including:
- Fun, creative and educational in-store signage prominently displayed throughout the produce departments to help customers navigate new signature categories and enhanced organic selection; and
- Farm-fresh market style departments featuring varieties of signature items, including fresh and dried peppers, tomatoes and mushrooms, along with a unique assortment of tropical fruits and berries.
The award recognizes top produce professionals for the planning and execution of a unique or seasonal promotion for fruits and vegetables that educates consumers, increases store sales and addresses sustainability in some way, according to the release. A panel of leaders in marketing, sales and merchandising judge nominations based on the this criteria:
- Retailer’s produce marketing-merchandising plan solved a specific challenge and added to store sustainability efforts;
- Promotion period must be a minimum of one month and data submitted includes baseline, length of promotion, percent of sales growth of item(s) and the outcome of the promotion;
- Promotion increased consumers’ product knowledge, demand for the product and sales. Artifact submission examples include advertisements, photos and consumer feedback;
- Sustainability was improved within the store or the environment as a result of plan; and
- Merchant demonstrated motivational and inspirational leadership to team in pursuit of goal.
Southeastern Grocers’ new signature categories feature the best in market on variety, quality, packaging, merchandising and pricing value for fresh mushrooms, peppers, tomatoes, berries and tropical fruits.
“The grocer congratulates Steve and his team for this deserved recognition and for their hard work to innovate engaging concepts and increase produce consumption throughout its five-state footprint,” according to the release.
