Every month, Produce Retailer magazine will feature some of the best merchandisers, managers and clerks helping make produce the most sought-after department in grocery retail.
We're continuing this series with winners of the 2016 Retail Produce Manager Awards, sponsored by Dole Food Co. and administered by the United Fresh Produce Association.
Meet Jason Norviel of Schnucks Market, St. Louis, Mo.
What do you love most about your job? I love the people, both teammates and the customers. You develop a personal relationship. You learn about each other's families and what they enjoy about produce. They trust you to pick out the best fruit or vegetable for their family table. It says a lot when they come straight to you for help. Often that one item turns into a meal you just helped them plan. My wife asked me one time how can I get up so early and have a smile on my face when I leave and still have a smile when I get home? The answer was easy: I love my job!
What's your biggest challenge as a retail produce manager? It's all something we can't control: Mother Nature. She controls size, flavor, and availability. It's hard to explain to someone that what they are eating today was affected by the weather a month or two ago. Some seasons are longer or shorter based on weather and for some, that is hard to understand. Staying up to date and being able to communicate this is an important part of our job.
What has changed most in the produce department during your time in retail? I would say the biggest change is the number and different types of products. When I started, bagged salads were just coming out. We thought they would never catch on — now it is a huge category for us. The other change is getting items from around the world that are fresh and flavorful. Grapes, berries, soft fruit, apples, and citrus are at our customers' fingertips year-round. Can you imagine if you told a customer that they could only get berries for 5 months of the year? We have done so well as an industry to make sure that doesn't happen.
What's your favorite fruit? Vegetable? Favorite fruit has to be melon — watermelon, cantaloupe, and Sugar Kiss melons. Favorite vegetable is corn on the cob.
What do you think are the most important things we can do to raise fruit and vegetable consumption? Raising fruit and vegetable consumption should be focused on children. I think you would be amazed at how many kids are watching the Food Network to get ideas. They have shows geared just for their age group. They know who Bobby Flay, Guy Fieri and Giada are. Kids watch these programs and see them use amazing fruits and vegetables, and make it look easy. Children push what is put on the dinner table more than we realize. We started a Kids Summer Camp at our store a couple years ago. Every day is themed with 4-5 recipes. We take them shopping, show them how to pick out produce, and they prepare the recipes. Knowing they can do this boosts their confidence in the kitchen. In turn, we see them come back and make healthier choices when they shop with their parents.