What are the signs and motivations of a produce success at the store level?
Let’s peek into the brain of a retail produce manager succeeding at his job and learn from him. We’re talking about Chris Jorgensen, produce manager at a Food Lion store in Gloucester, Va.
Jorgensen is one of 25 winners of the International Fresh Produce Association’s Retail Produce Manager Awards program. The program recognizes these professionals for their commitment to fresh produce, innovative merchandising, community service and customer satisfaction.
Q: Tell us how you got started in the fresh produce department of Food Lion.
I began my career at Food Lion as a frozen clerk — a friend had gotten me the job. After two months, I was asked to move to the dairy department. Another two months later, I was asked to try produce because I had good hands, could make things look good and I didn’t have any problems rotating stuff. So, I moved to the produce department and have been there for the past 23 years.
Q: What parts of this job had the longest learning curve, or what aspects were harder than you expected and how have you gradually figured out how to handle it?
For me, the part of this role that had the longest learning curve was managing employees. I had to learn how to find ways to keep them motivated, encourage them to take pride in everything they do and just generally deal with so many different personalities. I have learned over the years that everyone likes to be reminded that they are wanted and needed. I have also seen that if you treat everyone the way you want to be treated, you will get a lot more out of them. They all know I wouldn’t ask them to do anything I wouldn’t do myself. The more important and the more in touch they feel, the more pride they will take in their job. Before I leave the store every day, I make sure to thank my employees for their hard work and everything they do for me.
Q: What are the most helpful things a supplier can do?
The most helpful thing a supplier can do is make sure that the product they are sending is the best of the best. If they do that, then when my customers ask where the produce came from — and they will ask — I can proudly and honestly let them know. Plus, Food Lion will keep using that supplier again and again, so it’s a win-win for everyone.
Q: What surprises you in how people shop for produce and their response to some strategy you took in sales, merchandising or something else?
I would say the thing that surprises me the most about people when they shop for produce is just the influence that cooking shows, restaurants and social media can have on them. Take this, for example: A coffee shop will come out with a new drink, or a recipe will be trending from a cooking show and customers will come in the store and want to buy produce to try it. I have also learned over the years that people shop a lot with their eyes. If you can make a display big, colorful and pretty, they will stop and look at the produce — even if they didn’t come to the store for it. Presentation in produce is very big! Also just moving stuff around seems to encourage people to buy it more, as if it’s a new product that we don’t normally carry.
Q: What are some of your go-to fruits and vegetables to eat at home yourself, and how do you prepare them, or have them prepared for you?
I’m more of a veggie person. I love to cook! I would say yellow squash and zucchini on the grill or pan-fried with fresh garlic are my go-to veggies. I also like to cook baby red potatoes or yellow potatoes on the grill with sliced green peppers, diced onions, and fresh garlic and then cover with some kind of dry rub. I love to try new recipes, spices and rubs all the time.