INDIANAPOLIS — The Kroger Co.'s Central Division here has recognized Frieda’s wholesale produce, Los Alamitos, Calif., as Vendor of the Year for Produce Merchandising.
At a recent ceremony here, Frieda’s was recognized for its partnership, commitment and innovation, with an emphasis on the successful Frieda’s Produce University promotion held in all 147 Kroger Central stores last fall. The two-part promotion began with an in-depth produce manager training seminar, followed by a store-level customer engagement event led by each produce manager.
“Their creativity and innovation in produce is unsurpassed,” Gregg Proctor, produce merchandiser for Kroger Central said in a press release.
“Their marketing team coordinated communication and advertising with all of the food editors in all of our markets. In addition, they utilized social media, such as Facebook and Twitter, as well as many of the bloggers in our area, and got the message out to our customers about a unique event in our stores.”
Frieda’s has conducted “Produce Universities” and other events in supermarkets across the country. Founded in 1962, the specialty produce company celebrates its 50th anniversary this year.
