PMA announces third Impact Award laureate: Al Romero

Produce Marketing Association has released the third and final Impact Award Winner and they are recognizing Al Romero, senior merchandising manager at 99 Cents Only stores, for his work bringing greater access to produce in his urban Los Angeles community. The PMA Impact Award was first announced in 2019 at Fresh Summit in Anaheim, California. The award is meant to recognize individuals and organizations who have had a transformative effect on the produce and floral community, consumers, and the world. 

Al Romero is the first individual winner of the PMA Impact Award and was nominated for his work bringing fresh produce to the Los Angeles community and his 99 Cents Only store services. Romero is a true industry veteran having joined in 1978; he began his career pushing grocery carts and stocking shelves and has advanced to become not only a senior merchandising manager at 99 Cents Only Stores, but also their first ever Fresh Manager.

“We know that two of the greatest barriers for fruit and vegetable consumption is preference and accessibility,” said Lauren M. Scott, chief strategy and membership officer at PMA. “Al Romero has tackled both of these barriers by helping to introduce produce to his stores.  Not only is he working with buyers to provide a variety of produce at a price point that serves his customers, his outstanding merchandising is making it a desirable and sought after option week after week.”

The 99 Cents Only Stores offer over 250 SKUs of fresh produce. In most cases, they’re providing produce to consumers within 72 hours from harvest, providing an incredible value to traditionally underserved communities. In many of their stores, almost 20% of their produce is organic. 

Romero embodies the PMA Impact Award as a leader having a transformative effect on the produce and floral community, but he would also share that his work has had an undeniable impact on his community as well.

“What we created in the produce department is a healthier environment for our customers, our community and our associates,” said Romero. “It was a team effort with our buyers. They brought in a great variety and my job was introducing it as an appealing option and getting it out there to the community. When I wake up every day, I’m excited to come to work. I think about what family are we going to make happy? Which family are we going to help put food on the table?” 

To watch a mini-documentary with more about Al Romero’s story, click here.

For more information:
Siobhan May
Produce Marketing Association
Tel: +1 (302) 781-5855 

Publication date:

Receive the daily newsletter in your email for free | Click here

Other news in this sector:

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

You are using software which is blocking our advertisements (adblocker).

As we provide the news for free, we are relying on revenues from our banners. So please disable your adblocker and reload the page to continue using this site.

Click here for a guide on disabling your adblocker.