The Florida Fruit and Vegetable Association selected Winn-Dixie as Merchandiser of the Year at a ceremony Sept. 18, honoring the company for its dedication to supporting local agriculture.
Winn-Dixie stores throughout Florida sell produce from 60 Florida farms. From six Plant City farms, Winn-Dixie offers strawberries, blueberries, vegetables and canteloupes, as well as from others in Lakeland, Bartow and Ruskin.
Bob Denomme, Winn-Dixie’s vice president of produce, was present to receive the award.
“We have a local strategy when it comes to supplying our stores with products so we can meet the diverse needs of our customers in each neighborhood we serve,” Denomme said.
Denomme said he did not recall any previous years when Winn-Dixie had been honored as Merchandiser of the Year. One new way the company visually demonstrated its commitment to local agriculture this year was by featuring photographs of Florida farm families in stores around the state. Meredith Holland, a public relations manager working on behalf of Winn-Dixie, said the photographs were intended to help customers make connections with the real people behind the produce.
Denomme said the company also had recently integrated full-time produce buyers, who are solely dedicated to developing local business.
Each year, Winn-Dixie has an annual produce campaign that focuses on the growers with whom the company works.
“As part of the campaign, we interview local growers and visit their farms to take photos and become better acquainted with the owners, their products and the impact of their business in the community,” Denomme said.
The photos have been used in advertisements, in-store signage and on the company’s social media profiles and website.
“We aim to communicate to our customers that the produce from these local farms is grown close to home and sold in our stores to provide freshness, seasonal variety and a way to support the community,” Denomme said.
The Florida Fruit and Vegetable Association has served the state’s grower-shipper community since 1943. The association’s 2014 convention, where Winn-Dixie was presented with its award, was held Sept. 17 to 19, in Naples. Speakers addressed association members about the future of Florida agriculture, focusing on challenges and opportunities.
Employees of local Winn-Dixie stores were not permitted to speak to the press.
LOCAL GROWERS
Winn-Dixie sells produce from these local growers:
- Astin Strawberry Exchange, Plant City
- BBI Produce, Dover
- Gulf Coast Produce, Dover
- Sizemore Farms, Plant City
- Sweet Life Farms, Plant City
- Wish Farms, Plant City
Contact Catherine Sinclair at csinclair@plantcityobserver.com.