Allegiance Retail Services asks customers to recognize ‘grocery heroes’

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.

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.

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.