Martin’s Serves Up Freshness and Value

Award-winning success showcases quality and local, backed by a stellar team in Maryland.

Nestled along the banks of the Susquehanna River in northern Maryland and surrounded by farmland stands the Martin’s of Rising Sun, MD. In operation since 2008, it’s a banner of The Giant Company.

Chris O’Brien has been the produce manager at the location since June 2024 and says the Rising Sun store is a regular branded Martin’s, with selling space of just over 54,000 square feet.

Last year, O’Brien was one of 20 produce managers recognized by the 2024 Retail Produce Managers Award Program from the International Fresh Produce Association (IFPA).

He’s not new to the produce department nor The Giant Company, which he joined 20 years ago. He’s worked in several stores throughout southern Chester County, PA, most recently at the Kennett Square Giant, located in “the mushroom capital of the world.”

The Giant Company, as a whole, is known for its produce, explains O’Brien. “In fact, it’s considered our signature department,” he says. “We offer a wide variety of items, including organic, at great prices. With the support of the team back in Carlisle, we look to bring in new items and innovative solutions to meet the needs of our customers.”

STAYING TRUE TO PRODUCE ROOTS

Farms surround the Rising Sun store, and its ability to source local produce is huge for customers, O’Brien says. “Anyone who has ever farmed or who has had a grandparent or parent that farmed truly appreciates the hard work it takes. So, having fresh produce that is sourced as locally as possible is a big reason why customers come here over other options.”

Produce is the first visible department when customers come in the door because the impact of fresh produce is second to none, he adds. “This allows us to offer our freshest and best deals as customers start their shopping trip.”

“Our main merchandising principles focus on product and price. It’s hard to beat a nicely hand-stacked display that is priced to sell.”

Produce accounts for about 10% of the total store selling square footage. Quality and freshness play an important role in store image and profits, according to O’Brien.

“Having the freshest available produce, with a great and knowledgeable produce team, will make people drive past another store to yours,” he says. “If you are doing all that right, produce can be a very profitable area of the store. Every day, we try to have the freshest produce available for our customers. While it sounds simple, it is hard work daily.”

The store typically carries over 1,000 items and the mix changes all the time. “For example, avocados and Honeycrisp apples were only available occasionally when I started, and now are available pretty much year-round,” says O’Brien. “New customer favorites have also entered the mix, such as Cotton Candy grapes and gold kiwi. In addition, the convenience market has changed to meet customers’ changing lifestyles. We used to have a handful of varieties of packaged salads available, but now it’s closer to 100 different SKUs.”

The store makes changes seasonally as a brand. “I personally try to keep areas within the department changing, using a variety of tactics,” says O’Brien. “We set seasonal displays, as well as areas for our best deals, which change weekly.”

AMPLE OPEN SPACE

Walking in the front door, customers are met by a refrigerated island display showcasing berries and cut fruit, with additional stackable shippers on each side. “The refrigerated berry displays pay huge dividends,” says O’Brien. “In addition to the case upfront, we also have a 12-foot closed-air berry case. They really maintain berry quality longer and bump our sales.”

The expansive department uses a variety of 12- and 16-foot slant tables, front and back, to display most of its produce items. “We want our produce displayed for customers to easily see and select the products they are looking for,” says O’Brien.

The department’s size means wide spaces between the displays allows for bin and stackable shippers to highlight special buys or seasonal products. The left side boasts a lengthy refrigerated wall case. The first section holds 36 feet of juices, fresh cut, dips and salsas. Next, there are 24 feet of salads, followed by 40 feet of wet rack vegetables.

The entire department has ample signage indicating various areas including organic. “Additionally, we use attractive educational signage on some product groups, such as tomatoes, hot peppers and tropicals, to explain more about the flavor profiles or differences in the items to shoppers, as well as how to use,” says O’Brien. “We have found that offering education and storytelling at the point-of-sale drives customer trial, helping families find new favorites.”

SEASONALITY, VALUE AND PEOPLE

The store sources produce in a variety of ways. Category teams source the majority of products, and when seasons allow, they try to source produce from vendors as close to the store as possible, however, sometimes it is necessary to get imported produce, says O’Brien. “At the store level, the team is encouraged to find local partners. In the summer and fall, we source the freshest products from nearby farmers.”

The main criteria when sourcing include safety and freshness. “Food safety is the most crucial, after that quality and freshness,” says O’Brien. “Of course, with so many options out there, price also comes into play.”

Seasonality, freshness, and value are significant when determining produce promotions. “Our category teams do a great job of promoting the most seasonally relevant items and great prices,” says O’Brien. “The weekly circular still plays an important role in highlighting these deals, and our super-engaged teams and great signage are the key to selling.”

Though high-quality fresh produce is the heart of what makes the store stand out to customers, O’Brien says the highly involved and trained team is a close second. “We look for team members who are engaged,” he says. “We want to get it right for our customers every time.”

Training of produce personnel is multifaceted. “There is a lot that goes into it,” says O’Brien. “For me, it goes back to when I was a 16-year-old kid in produce. I knew the basics — that’s a banana, that’s strawberry — but, right out of the gate, I was hit with so many questions I didn’t know. Product knowledge training has to be daily, whether it’s what’s in season or how to tell if something is fresh.

“As a brand, we have changed the way we train to ensure our teams have what they need to be successful. But, even after 20 years of experience, the learning never stops.”

FACT FILE

Martin’s
Rising Sun Town Center #24, Rising Sun, MD 21911
Tel: 410-658-7900
www.martinsfoods.com
Hours: Daily, 6 a.m. to 10 p.m.