Al Romero, senior merchandising manager for 99 Cents Only Stores, has received the Produce Marketing Association’s Impact Award.
The award is designed to recognize people and organizations making “a transformative effect on the produce and floral community, consumers and the world,” according to a news release. PMA selected Romero for his work to make fresh produce more available and more visible in the company’s stores in the Los Angeles market.
“We know that two of the greatest barriers for fruit and vegetable consumption is preference and accessibility,” Lauren Scott, chief strategy and membership officer at PMA, said in the release. “Al Romero has tackled both of these barriers by helping to introduce produce to his stores. Not only is he working with buyers to provide a variety of produce at a price point that serves his customers, his outstanding merchandising is making it a desirable and sought-after option week after week.”
Romero began his career in grocery in 1978 and was the first fresh manager for 99.
“He and I grew produce to what it is today,” Caitlin Tierney, senior director of fresh for 99, said in the release. “We had a supplier call us and tell us he needed to sell a shipment of strawberries. We bought the load, sent it to our stores and within an hour the whole load was sold out.
“We said, ‘Clearly this is something our community is in dire need of,’” Tierney said.
99 has worked to upgrade its produce offering in recent years, working with suppliers to create packs that deliver the value for which 99 is known.
“What we created in the produce department is a healthier environment for our customers, our community and our associates,” Romero said in the release. “It was a team effort with our buyers. They brought in a great variety, and my job was introducing it as an appealing option and getting it out there to the community.
“When I wake up every day, I’m excited to come to work,” Romero said. “I think about what family are we going to make happy? What family are we going to help put food on the table?”