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Allegiance Retail Services asks customers to recognize ‘grocery heroes’

Social media campaign emphasizes social distancing amid COVID-19 crisis

Russell Redman

April 14, 2020

2 Min Read
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Allegiance's #IStayHomeForMyGroceryHeroes campaign highlights what grocery workers are doing to keep stores safe for customers and employees.Foodtown/PSK Supermarkets

Independent grocery cooperative Allegiance Retail Services has launched a social media campaign to promote social distancing and spotlight the hard work of store associates during the coronavirus pandemic.

Called #IStayHomeForMyGroceryHeroes, the campaign calls on consumers to limit their grocery shopping trips to help prevent the spread of COVID-19 between shoppers and supermarket employees. Customers, too, are being asked to share their appreciation of the thousands of “grocery store heroes” in New York, New Jersey and Pennsylvania and post a photo or thank you with the hashtag #IStayHomeForMyGroceryHeroes.

Iselin, N.J.-based Allegiance said the campaign, announced late yesterday, ties in with and supports the New York Gov. Andrew Cuomo’s #IStayHomeFor campaign, which honors those working on the front lines in the coronavirus crisis, as well as people who are most vulnerable to the disease.

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Allegiance encompasses more than 30 members operating over 130 supermarkets in New York, New Jersey and Pennsylvania under the Foodtown, Freshtown Marketplace, D’Agostino, Gristedes, Pathmark, LaBella Marketplace, Brooklyn Harvest, Market Fresh, Big Deal Food Market, Green Way Markets and Food Basics banners.

The company noted that grocery store associates — ranging from those that stock the shelves to meat and produce workers and cashiers — are now deemed as “essential” workers and are not just keeping stores filled with food and daily essentials but also cleaning and sanitizing stores to create a safer environment for both customers and employees. 

Related:Pathmark brand still carries weight with shoppers

“We want to shine light on the sometimes forgotten frontline heroes who are working and operating local grocery stores and providing the food and household items we all need,” John Derderian, president and chief operating officer of Allegiance Retail Services, said in a statement.

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The cooperative’s independent grocery owners are encouraging all customers to help keep their “grocery store heroes” as safe as possible by wearing protective face masks and gloves when going to the store; not coming to the store when sick or showing any signs/symptoms of illness; staying home if exposed to someone who is sick.

In addition, when in the store, shoppers should keep a safe distance from fellow customers and associates; have a shopping list to minimize time at the supermarket; and shop for at least seven to 10 days to limit the frequency of grocery trips. Customers, too, might even be able to shop for two households and drop groceries off at their friend, relative or neighbor’s front door, Allegiance said.

Related:Gristedes joins Allegiance retail cooperative

“We love our customers, but the more we social distance, the safer it is for all of us,” Derderian added. “Social distancing goes against everything we would normally want from our loyal shoppers, but these are not normal times.” 

For our most up-to-date coverage, visit the coronavirus homepage.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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