The United Fresh Produce Association honored the winners of its 2007 Retail Produce Manager Award at it annual Fresh Marketplace Reception and Retail Awards Banquet Sunday night in Chicago.

• JOHN ARELLANO, Raley’s, San Pablo, CA
• RAY BOWMAN, Hy-Vee, Inc. Sioux Falls, SD
• KAREN CAPPUCCILLI, Winn Dixie Stores, Inc., Port Charlotte, FL
• EDWARD FAIRBROTHER, Price Chopper, Syracuse, NY
• TIM FEARING, Niemann’s Foods, Inc., Sterling, IL
• JAMES FORNELLI, Jewel Osco, Highland Park, IL
• JOSE GUADARRAMA, Food4Less, Riverside, CA
• JEFFRY INGRAM, Brookshire Grocery Co., Tyler, TX
• CAROL JOHNSON, Raley’s, Loomis, CA
• KEVIN KINSLEY, Hy-Vee, Inc., Rochester, MN
• KEN KORSON, Meijer, Traverse City, MI
• CAY MCCONNELL, K-VA-T Foods, Blountville, TN
• SANDY MCMICHAEL, Market Place, Columbia, IL
• JIM MINER, Bashas’, Sedona, AZ
• JORGE MUÑOZ, Safeway, Inc., Morgan Hill, CA
• LEROY REESMAN, Albrecht’s Sentry Foods, Delafield, WI
• SHANE SCARBROUGH, Brookshire Grocery Co., Jackson, MS
• THOMAS SCIARRINO, Price Chopper, Dunmore, PA
• SHARI SPENCER, King Soopers, Highland Ranch, CO
• MICHELLE WILLIAMS, Food Lion, LLC, Charleston, SC

The winners were recognized for their outstanding efforts to increase produce consumption through everyday excellence in merchandising, special displays and promotions, community service, and commitment to total customer satisfaction.  All winners, and their corporate produce directors, received complimentary registration, travel and hotel accommodations to the Fresh Marketplace show co-located with the FMI show, May 5-8.

During the banquet, four “Grand Prize” recipients were announced and received an additional $1,000 cash prize. The grand prize winners were: Ray Bowman, Hy-Vee, Inc in Sioux Falls, SD; James Fornelli, Jewel Osco in Highland Park, IL; Jeffery Ingram, Brookshire Grocery Co. in Tyler, TX; and Jorge Muñoz, Safeway, Inc. in Morgan Hill, CA.

Several winners also shared their advice on consumer preferences and produce merchandising at the store level during the Retail Marketing Short Course, Ideas From the Front Lines workshop at 3:45 p.m. �" 4:30 p.m. on Saturday, May 5. 

Winners were selected from competitive nominations submitted by retail chains, independent supermarkets, and produce companies across the country. “All of the nominees are to be commended for their outstanding work,” said Frank Padilla, assistant vice president, GMM fresh foods at Costco Wholesale, chairman of the Retail Produce Manager Awards Review Committee.  “There were so many excellent nominations that selecting only a few winners was a tough job.  The level of commitment and creativity that managers across the country are using to promote produce is truly incredible,” he said.

The 2007 United Fresh Retail Produce Manager Awards Program is sponsored by Ready Pac Inc..  “The entire produce industry relies on these managers to help us reach the consumer everyday,” said Dennis Gertmenian president and CEO of Ready Pac. “We here at Ready Pac are pleased to sponsor this program as a great way to recognize these produce managers for their outstanding performance in promoting fresh fruits and vegetables.”

“The industry’s response to this program was better than ever this year,” said Amy Philpott, United Fresh’s vice president of marketing and industry relations.  “Retailers and produce companies are using this program as a way to honor those store-level produce managers who go out of their way to promote fresh fruits and vegetables.” she said. “The tremendous response to this program reaffirms just how important this program is in creating role models for our industry, and in drawing attention to the importance of these managers at point-of-sale.” 

Applications for the 2008 Retail Produce Manager Award program will be available this fall online at www.unitedfresh.org, with winners again to be honored at the United Fresh Marketplace show the following May at the new co-located FreshTech, Fresh Marketplace, FMI event in Las Vegas.

The 2007 Retail Produce Manager Award Winners:

JOHN ARELLANO, Raley’s, San Pablo, CA:  John Arellano, a long-time Raley’s produce manager, uses his more than 26 years experience to create eye-appealing merchandising displays and provide excellent customer service. During the summer months, customers of all ages are attracted to his Farmer’s Market displays, which incorporate an aray of colorful product categories and multiple department tie-ins. John also cross-merchandises fruits and vegetables in the beer, meat, bakery, floral, camera and pharmacy areas of the store to generate extra customer interest in produce. The new Produce for Better Health Foundation (PBH) “fruits & veggies MORE matters” logo has high visibility throughout his department. John has earned numerous company awards for his outstanding commitment to excellent customer service, and he is unrelenting in his pursuit to increase consumption of fresh fruits and vegetables in his department. 

RAY BOWMAN, Hy-Vee Inc., Sioux Falls, SD: Hy-Vee produce manager Ray Bowman is constantly looking for new ways to attract customers to his produce department. He once filled an actual Bobcat loader with bananas and brought in football paraphernalia to promote party foods for the Super Bowl.  He has moved organic produce items from the HealthMarket department to the produce aisle making them more visible to consumers.  He also maintains a floor-stand of recipes with a new one every week for customers to try, and 5-A-Day tote bags, ceiling hangers and information cards remind shoppers to incorporate healthy eating habits into their diets. During tours of the produce department, Ray educates Sioux Falls middle school and high school students about where produce is grown and how fruits and vegetables are picked, packed and transported to the supermarket. He has even promoted fresh fruits and vegetables in radio and TV commercials. Ray trains store director candidates as well as other potential produce managers. He has won numerous company display contests and regularly helps other stores with their displays.  According to Ray, providing outstanding customer service is the key to his success.

KAREN CAPPUCCILLI, Winn-Dixie Stores, Port Charlotte, FL:  Karen Capuccilli is recognized as one of Winn-Dixie’s best produce managers. She makes customer service her number one priority and emphasizes the importance of providing quality service when she trains new produce managers or department employees.  Customers enjoy Karen’s flair for developing unusual and eye-appealing produce merchandising displays. For example, she won’t settle for substitutes when it comes to her tropical displays, which include real palm trees and special tropical decorations. She has also won district awards for the best pumpkin patch and fall squash displays. She believes that sampling is a great way to introduce customers to new products, and as such, during school tours of Karen’s department, children receive a 5-a-day bag filled with fruit. Karen’s department regularly donates fruit to the March of Dimes walk-a-thon and also to the local Pop Warner football program.

EDWARD J. FAIRBROTHER, Price Chopper, Syracuse, NY: Ed Fairbrother, a twenty-nine year veteran of Price Chopper, is one of the company’s most valued produce managers and trainers. He knows that it takes great merchandising, education and sampling to keep customers coming back to the produce department.  He lives by the saying “Eye appeal is buy appeal.” Ed and his team work to achieve the best at every level in the produce department; the cleanliness, constant attention to detail and professional workmanship in the department are a direct reflection of Ed’s leadership and passion for excellence.  Ed uses the 5-A-Day program and provides school tours of the department to educate customers of all ages about produce. Reaching out directly to his customers, Ed participated in a Price Chopper television campaign, promoting that it’s “not only Price Chopper Fresh, it’s Ed Fairbrother Fresh.”  Ed has won many company merchandising contests.

TIM FEARING, Niemann’s Foods, Sterling, Illinois:  Produce Manager Tim Fearing of Niemann’s Foods works to expand his department beyond its boundries, creating exciting produce events throughout the store. For example, this year, he increased customers’ exposure to fresh fruits and vegetables by placing produce items throughout the store in other pershible departments.  His “Peach Party” and “Strawberry Fest” displays also included may tie-in items. Tim runs department tours for school children, and he is sure to tell them about how produce is a great part of a healthy diet.  Freshness and quality are important in Tim's book, and he has developed a great relationship with his customers because of that. Tim has received merchandising and display awards, including Honorable Mention for his outstanding entry in the national Idaho Potato display contest.

JAMES FORNELLI, Jewel Osco, Highland Park, IL:  Jewel Osco produce manager Jim Fornelli doesn’t let anything get in his way of selling more produce.  Last year, he had electricity installed at the front of his store just so he could display fresh produce in a mobile refrigerated case. Jim uses 5-A-Day signage to make customers aware of the health value of fresh fruits and vegetables; customers can sample new produce items in each featured color group. Jim’s department was the first in the company to implement a kosher program, requiring separate cutting areas and equipment, which are supervised by a rabbi. His weekly “farmers market” format also attracts customers to his produce department. Jim also provides store tours for local schools, and he has received numerous awards for company display and sales contests. The secret to Jim’s success is enjoying what he does, “Promoting fresh produce is my passion.”

JOSE GUADARRAMA, Food4Less, Riverside, CA: Jose Guadarrama, a star produce manager at Food4Less, merchandises fresh fruits and vegetables with the customer in mind. He builds creative and functional displays that generate tremendous customer interest and increase foot traffic in his department, and during special promotions he incorporates items from other departments to add a visual flare. Local elementary school children tour his produce department often, learning about the many different fruits and vegetables and why they are good for you. Jose has received numerous company awards for his excellent work, but even more importantly, he has been an effective mentor, trainer and motivator to many younger produce managers. His commitment to excellent customer service is at the heart of his success, and his department reflects his passion for promoting and selling fresh produce.

JEFFRY INGRAM, Brookshire Grocery Company, Tyler, TX: Jeffry Ingram has found success in the Brookshire Grocery Company produce department through hard work, non-stop employee training, excellent communication skills and an unbeatable product sampling program. He uses cross merchandising and a recipe center to create displays that attract customers. In the recipe center Jeffry chooses a recipe and then displays every item that goes into that recipe in a central location, putting everything at the customer’s fingertips. Jeffry has taken his success inside the store to the great outdoors by creating the largest farmers market and garden center in the area. He works closely with the local schools, giving tours of his store and promoting healthy eating by teaching children about produce nutrition. He makes it a point to speak to as many customers as he can, and he goes out of his way to find a recipe or locate a special item for a customer. Jeffry has trained several produce managers for the company and earned multiple company awards. 

CAROL JOHNSON, Raley's, Loomis, CA: Raley’s Produce Manager Carol Johnson uses her 27 years of promoting fresh fruits and vegetables to create a unique shopping experience for her customers. She uses the 5-A-Day Color Way materials to make her merchandising displays informative, colorful and eye-appealing. For example, during the summer, Carol created a fun produce experience using a Farmers Market theme and special props and decorations. But her department is not the only place where she promotes produce and healthy eating; she brought produce excitement to Lake Forest Elementary School, when she inspired students to try to create the world's largest organic salad for the Guiness Book of World Records. Carol has won several merchandising contests this year, incuding the Lighthouse Apple Dip Contest. Carol helped train over ten new colleagues this year and earned multiple customer service awards.

KEVIN KINSLEY, Hy-Vee Inc., Rochester, MN:  Produce Manager Kevin Kinsley of Hy-Vee, Inc. uses health and nutrition to attract customers to his produce department. Kevin and his team conduct heart-health tours, tours for diabetics, gluten-free tours and one-on-one-sit-downs with customers to talk about the 5-A-Day program and the benefits of eating fruits and vegetables.  “I find it very rewarding to make my community a healthier place by promoting produce,” he says. His produce department has a sampling program seven days a week, and Kevin personally participates in demos to interact with customers. Kevin conducts regular meetings with his staff to review new products, seasonal changes, selling tactics, customer service and market trends. He also donates fruits and veggies to local schools, daycare centers and hospitals for educational purposes. “With all the fun and exciting new opportunities in the produce business, I find it hard to not be passionate and excited about the future of our industry,” says Kevin.

KEN KORSON, Meijer, Traverse City, MI:  Produce Manager Ken Korson of the Traverse City, MI Meijer store bases his success in the produce department on the belief that quality produce and excellent customer service are an unbeatable combination. To create excitement in the department, his produce team uses the 5-A-Day and Produce for Kids campaigns to promote a variety of fresh fruits and vegetables. He is a designated company “Subject Matter Expert” and is relied upon to train produce team leaders, food line leaders and store directors in the area of produce.  His department offers customers a wide variety of local-grown produce, and Ken makes it a point to know each of his local suppliers.  He also volunteers at Munson Hospital, educating others on the nutritional benefits of fresh fruits and vegetables.

CAY MCCONNELL, K-VA-T Food Stores, Blountville, TN:  Due to her store’s close proximity to the Bristol Motor Speedway, K-VA-T Produce Manager Cay McConnell is well-known for her creative racing theme displays and promotions. Cay does an outstanding job merchandising her department to make the local and out-of-town race car fans right at home.  She also promotes 5-A-Day messages during store tours and outreach programs in her community. She works with the Sullivan County Health Department during health screenings throughout the county to promote healthy eating habits. She also promotes fruit and vegetables as part of a healthy diet at the YMCA’s Healthy Kids Day promotion, and she provides health snacks to the local Upward Basketball/Cheerleading program and elementary school. Cay recently placed first in a Diamond Walnuts district sales contest.

SANDY MCMICHAEL, Market Place, Columbia, IL:  Produce Manager Sandy McMichael has shown time and again that she is one of Market Place’s most valuable employees. Sandy is an excellent produce merchandiser and sales professional. Using a wide variety of fruits and vegetables and many tie-in items from throughout the stor, she builds displays that create excitement and customer interest.  Being a team player and involving multiple departments in her displays are just some of Sandy's strengths. She is also dedicated to educating school children about produce. During school tours, she explains how produce is brought to the store, how the "big refigerator" keeps the produce fresh, and how eating 5 or more servings a day of fresh produce a day is part of a healthy diet. She is always looking for new products to keep her deparment exciting and her customers happy. If a customer is curious about an unfamiliar produce item, she’ll offer a sample on the spot. It is no wonder that customers looking for excellent customer service shop at her produce department.

JIM MINER, Bashas’Inc., Sedona AZ:  Thirty-year produce veteran Jim Miner of Bashas’ implements various merchandising, sampling and education programs to attract customers to his produce department.  He especially likes to use large-volume produce bins for mass merchandising displays placed at the front of the produce department and at front of the store. Jim educates customers and colleagues about the 5-A-Day programs and directs them to in-store information regarding nutritional facts.  As a result of Jim’s dedication and work, his produce department has earned the company’s Top Customer Service Award, and he has been personally recognized for outstanding performance and customer service. Throughout his career, Jim has also been awarded the Produce Manager of the Year and Produce Clerk of the Year.  

JORGE MUÑOZ, Safeway, Morgan Hill, CA:  Safeway Produce Manager Jorge Muñoz veteran is a true supporter of 5-A-Day and commodity promotions.  He uses these campaigns to convey the importance of including fresh fruits and vegetables as part of an overall healthy lifestyle. This father of three understands the importance of establishing healthy eating habits early; which is why, he hosts tours of the produce department for local schools. He personally educates the schoolchildren about different produce items, allowing them to sample fresh produce and explaining the store storage and handling operations in terms that they can understand. Jorge also travels to local schools to talk to children about the many different kinds of fruits and vegetables and the health