LOS ALAMITOS, Calif. — At the brink of Frieda’s 50th Anniversary, April 2, 2012, Kroger’s Central Division selected Frieda’s Inc. as their 2011 Vendor of the Year for Produce Merchandising. The Central Division of Kroger awards vendors each year for their efforts in increasing Kroger’s business and customer service.
“This was such an unexpected honor and a great way to start off our 50th year in business,” said Jackie Caplan Wiggins, Frieda’s Vice President and Chief Operating Officer.
During the awards ceremony in Indianapolis on February 29th, Frieda’s was recognized for its partnership, commitment and innovation, with an emphasis on the successful Frieda’s Produce University® promotion that took place at all Kroger Central stores in November 2011. The two-part promotion began with an in-depth produce manager training seminar, followed by a store-level customer engagement event led by each produce manager.
“Their creativity and innovation in produce is unsurpassed,” said Gregg Proctor, Produce Merchandiser for Kroger Central. “Their marketing team coordinated communication and advertising with all of the food editors in all of our markets. In addition, they utilized social media, such as Facebook and Twitter, as well as many of the bloggers in our area, and got the message out to our customers about a unique event in our stores.”
Wiggins explained that the success of the promotion was due, in part, to the commitment from the top of the company. “Gregg’s whole produce team was 100% engaged in the promotion, making it very easy for the stores to connect with their shoppers and build specialty produce sales.”
“There are a lot of companies that help us every day to achieve our sales and profits, but [Frieda’s] is one company who goes well above the call of duty every day,” said Proctor.
About Kroger Central Division
The Kroger Central Division is headquartered in Indianapolis. It includes 147 food stores, 122 pharmacies and 64 fuel centers operating under five banners: Kroger, Scott's, Owen's, Hilander and Pay Less.
Kroger, the nation's largest traditional grocery retailer, has 2,449 supermarkets and multi-department stores in 31 states under two dozen local banner names including Kroger, City Market, Dillons, Jay C, Food 4 Less, Fred Meyer, Fry's, King Soopers, QFC, Ralphs and Smith's. Kroger, headquartered in Cincinnati, Ohio, focuses its charitable efforts on supporting hunger relief, health and wellness initiatives, and local organizations in the communities it serves. For more information about Kroger, please visit www.kroger.com.
About Frieda’s Inc.
Frieda’s Inc. celebrates 50 years of innovation in fresh produce. Founded in 1962 by Frieda Caplan, Frieda's was the first wholesale produce company in the U.S. to be founded, owned and operated by a woman, and is still a family- and women-owned business today. With the mission of changing the way America eats fruits and vegetables, Frieda’s has introduced more than 200 specialty items to U.S. produce departments, including Kiwifruit, Spaghetti Squash, Habanero Peppers, Black Garlic and many more. Learn more at www.friedas.com
Source: Frieda’s Inc.
