Pico Rivera Superior Grocers Store Director Honored in National Idaho Potato Contest
July 24, 2025 | 2 min to read
A surprise celebration at Superior Grocers in Pico Rivera honored Store Director Erick Velasquez, who was named the West Region Grand Prize Winner of the 2025 Idaho® Potato Lovers Month Retail Display Contest. Velasquez, recognized for his exceptional leadership and dedication, received a retro jukebox and Idaho® Potato swag as shoppers and coworkers cheered. He expressed gratitude, highlighting his team's daily passion in creating a positive store atmosphere, making Idaho® potatoes shine.
PICO RIVERA, Calif. — A grocery store visit turned into a celebration Wednesday morning, when Superior Grocers Store Director Erick Velasquez was surprised in front of cheering shoppers and coworkers with a full-size jukebox and Idaho® Potato swag.
Velasquez was named the West Region Grand Prize Winner in the 2025 Idaho® Potato Lovers Month Retail Display Contest, a national competition that recognizes stores for going above and beyond in showcasing Idaho® potatoes during one of the busiest times of the year.
“I had no idea this was coming,” said Velasquez, who has led the Pico Rivera store for over four years. “This isn’t just about a display, it’s about the passion our entire team brings to the store every day. I’m proud to celebrate with them and plan to share everything I received with the people who helped make it possible.”
The surprise celebration was led by Patrick Mills, Retail Director for the Idaho Potato Commission, and Jon Holder, Vice President of Produce at Superior Grocers. Store associates clapped and cheered as the retro-style jukebox was rolled out onto the sales floor.
Velasquez is known for his dedication to customer service and team leadership. Under his direction, Store #131 recently ranked first in checkout satisfaction across the entire Superior Grocers chain.
“We’re proud to recognize Erick for his exceptional leadership and the role he plays in making Idaho potatoes shine in-store,” said Mills. “He brought the spirit of Potato Lovers Month to life.”
“This recognition is well deserved,” added Holder. “Erick creates a positive atmosphere for shoppers and motivates his team every single day.”
The Idaho® Potato Lovers Month Retail Display Contest is held annually by the Idaho Potato Commission to encourage produce teams to highlight Idaho potatoes in fun and engaging ways. To see more than 100 other winning displays from across the country, visit: www.idahopotato.com/retail/plm-winners/2025.