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Customers have an opportunity to learn about local growers. Customers can scan the QR code on signage to watch a video about the farm and its produce.
departments with attention-grabbing floor signage: “Cool as a Cucumber, Titus Hoover is a pretty awesome guy. It takes nothing less than the coolest of cool to grow everything he’s growing on his Port Treverton, PA farm. From toma- toes to cucumbers, this cool cat
produces it all. From the farm to the store in 24 hours.”
“When there’s a grand opening, I sometimes come to the store to greet customers,” he says. “Recently, I went to a store to shop, and I walked right by my picture on the big sign. Customers were so busy buying the fresh produce, no one noticed it was me.”
Customers have plenty of opportunity to get to know the local growers. For instance, a descriptive sign above each local apple variety at the flagship store highlights the farmer that grew it. Customers can scan the QR code shown on signage with their smart- phones and watch a dynamic video that brings them right to the farm.
Farmers’ photos are also integrated on the ever-changing reusable bag designs at check out. Weis also promotes the PA Preferred program and other state produce campaigns for its local markets.
“We’re proud sponsors of the Penn- sylvania Farm Show, which is the largest indoor agricultural exposition in the U.S., held every January in Harrisburg, PA,” says Olenick.
In addition to supporting local farmers with the Pennsylvania Department of Agriculture at the show, Weis designs a small-scale replica of its grocery store
and showcases the local agriculture products it purchases, such as apples, potatoes, milk and beer. "We do a big floral display as well," says Olenick.
Weis also sponsors a culinary kitchen with local chefs. “Next year we are looking to bring in local hydro greens to supplement the produce selection, since there isn’t as much local produce available at that time,” says Olenick. At the Farm Show, Weis also donated $10,000 to the Central Pennsylvania Food Bank.
Periodically, Weis honors its local farmers and brings them together at different events. “Weis invited us for a growers’ meeting and supper,” says Hoover. “It gave us a chance to get to know some of the other growers, buyers, and Weis family,” he says.
Weis executives collaborate with like- minded associations and organizations to build necessary infrastructures and industry-wide solutions. Through Olenick’s participation with the FMI’s Sustainability Executive Committee, the company gladly shares sustainability practices with retail competitors to reach new plateaus as well. [See “Saying No To Landfills.”]
“Patti Olenick has been a great leader and member of FMI's Sustainability Exec- utive Committee for the past four years,”
RETAIL SUSTAINABILITY AWARDS - WEIS MARKETS
In addition to supporting local farmers with the Pennsylvania Department of Agriculture at the show, Weis designs a small-scale replica of a its grocery store and showcases the local agriculture products it purchases, such as apples, potatoes, milk and beer.
32 / MAY 2015 / PRODUCE BUSINESS


































































































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