May-Jun 2010.indd - Commissaries.com

Produce honor
Nancy O’Nell
DeCA West public affairs officer
Juronald Williams believes there is no
substitute for good communication to keep
a top-notch produce department humming
week after week. He’s also a big fan of bold,
colorful displays and cross-merchandising to draw
customers to the produce department.
Williams, general manager at the Ord
Community Commissary, Calif., knows a little
about managing a successful produce department.
He was named a winner of the 2010 Retail Produce
Manager Award from United Fresh Foundation
Center for Leadership Excellence, April 22, in Las
Vegas.
Selected from hundreds of nominations
submitted by retailers and produce suppliers from
the United States and Canada, Williams and 24
other managers were recognized for excellence in
merchandising, special displays and promotions,
community service and commitment to total
customer satisfaction. The awards were presented
during the United Fresh Foundation annual
conference.
Williams, who has managed the produce
department at the Ord Community Commissary
for 15 years, also appeared on a panel during the
conference to discuss winning merchandising
strategies. He says he uses cross-merchandising
and big, bold, colorful displays throughout
Juronald
Williams, winner
of United Fresh
Foundation 2010
Retail Produce
Manager Award,
Ord Community
Commissary,
Calif., likes to
include nutritional
information
and recipes
in his displays
whenever possible.
Merchandising is a
favorite part of the
job for Williams,
he says, because
it allows him to
express his artistic
side. DeCA photo:
Robert Landon
Ord general manager earns peer respect
in merchandising, customer service
the store, particularly at the entrance, to draw
customers to the produce department. He usually
has more than one large produce display up at a
time, which he uses to showcase daily and weekly
specials.
Williams believes special orders build customer
loyalty, and making the extra effort to get
customers what they want differentiates the store
from retail grocery stores.
In the end, the produce staff makes it all come
together, according to Williams. He advises
other produce managers to “make customers
feel comfortable and let them know the staff
is approachable.” And, he suggests a produce
manager follow the same principle with his or her
staff. “Develop a good rapport with open lines of
communication, and acknowledge and praise their
good work.”
Ord Community Commissary Store Director
Bob Landon said Williams follows through on his
principles. “Juronald shows a real caring interest
in his customers. He wants to know what they
want and will do all he can to get it for them. His
friendly ways bring a hometown neighborhood
grocery store atmosphere to our commissary.”
Williams is the third produce manager from
a military commissary to achieve this honor.
Previous winners were Nan Day at Naval Air
Station Lemoore, Calif., in 2009 and Harry
“Spike” Lewis at Luke Air Force Base, Ariz.,
in 2008. �
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