Produce managers: A community’s unsung champion
Produce managers: A community’s unsung champion
When you consider that food is at the center of so many important moments of our day, it’s not a surprise that the place you go to get those groceries has also evolved to be more of a community center than just a store. While grocery stores have always been a place where neighbors connect and pick up their weekly ingredients for home cooked meals or packed lunches, over time they’ve become an all-inclusive experience for many shoppers.
We’ve seen the addition of pharmacies and registered dietitians to increase convenience and promote health in-store. We’ve seen the addition of foodservice at retail to provide hot meals for those on the go. Beyond food, grocery stores are a reliable and critical employer in many communities offering roles to young people, established professionals and differently abled people alike.
When the grocery store becomes so much the center of how we live our lives, we are going to be selective about where we go. We know that the produce department is one of the most important differentiators for consumers when they’re choosing “their” grocery store. According to research from FMI, 95 percent of consumers cite product quality as a primary factor is selecting where they’ll shop. As many as 60 percent will abandon a retailer all together if they are disappointed by fresh items.
A really good produce department, one that really resonates with consumers, doesn’t happen by accident. It’s largely due to the leadership of hardworking produce managers and their teams. In some cases, you may know your produce manager by name and see them out and about in the department all the time. Or, maybe you’re a more introverted shopper and don’t reach out to get to know your local team. Either way, you’ll see evidence of their great work.
In their day jobs, the best produce managers are going to be central to achieving consumer satisfaction. There are countless strategies to do so, but knowing your community is key to hitting the right notes. Recently, IFPA announced the winners of the Produce Manager of the Year Award, and a common thread of community engagement showed up in all of the winning nominations.
For example, Ragan Brooks of Food City - KVAT Food Stores Inc. provides a strong sampling program for her customers in the community. Not only does she work to share new items with the community but she has also worked hard to provide the nutrition information about these sampled items. She works with Food City’s registered dietitian to help her customers identify foods that may meet their specific health needs. This drive to take it steps further results in higher customer engagement and satisfaction, bringing her customers back to the store.
Danilo Agmata of DeCA, provides a produce experience at a military base’s commissary. Not only does he go above and beyond creating creative and award winning displays to inspire customers to purchase more produce items, he also organizes a produce department tour and educational seminar with children from the Child Development Center on base. Creating this connection between education centers and even the youngest future shoppers creates nothing but opportunity to increase customer satisfaction and personal buy in to their community store.
Not all of the great works of these produce managers happen in-store. Ryan Vann of Harps showcases how extending himself outside of the store into the community has been an incredible way to build relationships with his customers and make lasting impressions. For example, between partnerships with local Cub Scouts and local schools, Vann has been working to grow young people’s knowledge and interest in the role of produce in a nutritious diet. His work ensures that young people not only get to try to produce items but can also be able to develop long term habits in choosing produce as they get older.
There are endless creative stories about how produce managers connect with their customers in their communities. The bottom line is that the most successful produce managers know that their customers are paying attention to the way the produce department feels. Does it feel like a place that reflects their tastes and needs? Does it feel like this store values their dollars because the displays and the merchandising are creative, fresh and inspiring?
Being a successful produce manager extends to the success of the entire store. Being a great produce manager (dare I say, award winning), extends to the success of your customers and your community.
