Local Grocer a Finalist in NRF Competition

LOUISVILLE, Ky. — An independent food retailer here who is focused on local, natural and organic product has been named a finalist in the National Retail Federation’s "This is Retail” video competition.

“This small mom-and-pop retail model is devoted exclusively to the local farmer,” says Ronald Smith, owner of the The Root Cellar, in his video, which appears below.

His store, located in a former gas station, seeks to source all product from within about 150 miles. In the video, Smith explains that he seeks to educate shoppers about the foods he offers.

The video competition is part of the NRF’s Retail Means Jobs campaign seeking to emphasize the importance of retail to the economy.

The selection process will continue through April as the top 20 videos go head-to-head in a bracket-style tournament, each week being narrowed down to the top 10, five, and the finally the top three. Anyone can cast a vote for their favorite videos through NRF’s Retail Means Jobs website, voting up to 10 times a day per matchup. The videos with the most votes before the end of each six-day period will move on to the next round.

The winner receives a $25,000 prize.