Anyone who has sponsored an annual award program knows that the choice of first recipient is crucial. A good selection sets the right tone, and establishes credibility for all that follows in subsequent years.
Such was the challenge for SN's new Community Service Award, which honors a retail or wholesale company that excels in community involvement through ongoing good works programs or other support efforts. It's no coincidence that this award was launched in an intensely competitive period when food retailers need to connect with their shoppers more than ever before. The supermarket industry is known for its strong community relationships, so the winning company truly has to be best of class.
I'm happy to report that our first recipient, United Supermarkets, has all the right stuff for this award.
This Lubbock, Texas-based operator doesn't make a lot of noise or attract much press coverage, but its ongoing commitment to its market areas is extraordinary. (A story on United's activities begins on Page 12.)
Part of that commitment comes in the form of financial support. One notable case was a $10 million gift a few years ago to build the United Spirit Arena on the campus of Texas Tech University.
Yet United's support goes far beyond monetary donations. The 87-year-old retailer's UCrew program is nothing less than a model for supermarket volunteerism and an important anchor for United's communities.
UCrew is the brainchild of Matt Bumstead, vice president of customer and community service, who created the program 1 1/2 years ago. It has generated a wide range of employee volunteer activities in West and North Central Texas. The company's 44 stores each have UCrew teams of employee volunteers that conduct about six group service activities a year per team. So far, some 1,000 employees have donated more than 8,000 hours of combined service with efforts including highway cleanup programs, school supply drives, food deliveries to needy families, and home-building efforts through Habitat for Humanity.
Notably, UCrew empowers employees within each team to decide which and how many causes to address.
SN will present the award to United on Oct. 21 at a ceremony during the Executive Forum of the Food Industry Leadership Center, Portland, Ore. Matt will be on hand to accept the honor on behalf of the company.
Finally, it's not enough for supermarkets to perform community service. They also need to broadcast those accomplishments to their patrons. Wal-Mart is not shy about touting its community involvement in local markets, while traditional supermarkets in the same areas are often reticent to brag about their similar activities.
So here's the lesson: Act on a calling to do good, but also remember to call your good deeds to someone's attention.
