Chuck Gurvitz

Western region: Latienda Thriftway in Carlsbad, NM, entry coordinator Chuck Gurvitz.

Each first-place winner was awarded $1,000 for the store's creative efforts.
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At Latienda Thriftway in Carlsbad, NM, Chuck Gurvitz found success in "3-A-Day is the Healthy Way."

CARLSBAD -- Shopping the produce section of La Tienda Thriftway, most customers wouldn't know that some of the unique displays of a featured product weren't shipped in on a truck and put together -- they are one-of-a-kind, award-winning promotion masterpieces by produce manager Chuck Gurvitz.

Marketing strategies hinge on the product or display catching the eye of the shopper, because once a shopper stops to look at a product, the more likely they are to buy it, Gurvitz said.
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Gurvitz, with 30 years of experience in produce department management, has made it a hobby to enter these contests where prizes range from cash to all-expense paid trips.Last year alone he won or placed in five national contests.

One of Gurvitz's wins last year was in a contest by Sunkist Oranges.For the display, Gurvitz took some corrugated cardboard in several layers and molded it to look like a 1957 Chevrolet.He then spray painted it, let it dry and put up the display in the newly remodeled store on South Canal Street.

The theme for that display was easy to pick, Gurvitz said.

"With Sunkist, they give you a theme," he said, adding the theme for 2005 was "Summer of Fun."

That was far from the only contest he entered, though.Others focused on promoting sales of rice, Vidalia onions, peanuts and apples.

In another contest in 2005, Gurvitz spent about 20 hours gluing individual rice grains to a large cardboard cut-out of a castle for September's National Rice Month display.His theme was "Even the King of Your Castle Will Savor the Flavor of Rice."

Gurvitz said sometimes contest themes are hard to come up with.Sometimes it's a matter of coming up with something that will work within a theme or slogan provided by the contest's sponsors.Other times, Gurvitz said, he is free to come up with whatever he wants.

In the rice contest, Gurvitz said he had a hard time picking a theme.He finally decided on the castle cut out of cardboard, but had to come up with the saying.

"Usually, I can come up with my own catchy slogans," Gurvitz said of the contests."The key to it is finding a theme and tying it to the product, like with the rice."

For a National Apple Month display in September, Gurvitz used a cardboard watermelon bin he cut in half and painted to look like a Marzetti's Caramel Apple Dip container.He said in that contest, entrants were supposed to display apples and related products such as the caramel dip as well as peanuts and peanut-related products.He won first place.

As for his chances, Gurvitz said sometimes he feels confident he might win something but other times, he prefers to wait and see what happens when he sends the display photos and application in.

For the Sunkist display, for instance, Gurvitz said he felt very confident.

"Sometimes I get a feeling about it -- but it can also surprise you," he said, adding he'd been confident on the display but knew it probably wouldn't win the grand prize: a trip for four to the Bahamas.

Each of the first-places Gurvitz has won cash were awards of $1,000 apiece, he said.

But for him, it's all about being creative in his work and making displays stand out for the customers, something that he has been doing more of since the store's remodel was finished, he said.

"The customers really enjoy it," he said.

Altogether during 2005, Gurvitz, one man in one store from all participants in the nation, won five first place titles and one runner-up.

"It's an oddity for one store to win so many awards in one year," he said.
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It's also drawing more people into the recently remodeled store, Gurvitz said.Selling at least 250 different types of produce in his department, he finds that some customers aren't aware of the sheer variety of items he carries.Some people in town have never shopped La Tienda at all.

"We cater to everyone," he said.

For Gurvitz, creating a display that will catch people's attention and make an impact is a mix of the product's advertising slogan, imagination and sheer hard work.

Originally from Indiana, Gurvitz's mother worked in the grocery business for 35 years.Then Gurvitz himself got into the grocery business and has spent almost all of his 34-year career in produce.He came to Carlsbad two years ago to work for La Tienda Thriftway, owned by Fenn Foods Inc., based out of Roswell.Gurvitz said he had won a few contests while still in Indiana, but never as many as five in one year.

Photo courtesy of Chuck GurvitzLa Tienda produce manager Chuck Gurvitz created this display for oranges using corrugated cardboard and the Sunkist orange slogan, "Summer of Fun."Gurvitz said coming up with ideas for the display to tie into the product takes some time.Erin Green/Current-ArgusLa Tienda produce manager Chuck Gurvitz waters the vegetables Thursday at the store.Gurvitz has been at La Tienda for two of the 30-plus years he has been in the grocery business.

Western region: Latienda Thriftway, Carlsbad, NM , Entry Coordinator, Chuck Gurvitz.

Each first-place winner was awarded $1,000 for the store's creative efforts.
...
At Latienda Thriftway in Carlsbad, NM, Chuck Gurvitz found success in "3-A-Day is the Healthy Way."
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Latienda Thriftway, Carlsbad, NM; Entry Coordinator, Chuck Gurvitz
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Entry Coordinator Chuck Gurvitz and his staff found successful sales when they merchandised apples and supporting partner products.Western region first place display winner.