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For Weis Markets, a 164-store regional grocer whose core store base is in the heart of central Pennsylvania, local positioning has played a key role in its marketing strategy throughout its history, according to Dave Hepfinger, president and CEO of the Sunbury, Pa.-based chain.

In anticipation of its 100th anniversary in 2012, Hepfinger recently sat down for an exclusive interview with Meg Major, the editor in chief of Progressive Grocer, The Gourmet Retailer's sister publication, to discuss what has made the supermarket chain successful in its markets.

During the first of a three-part video segment, Hepfinger describes the company’s local stance and neighborhood values that originate in part from its product sourcing -- the chain sold approximately 24 million pounds of local produce in its stores last year. With $2.5 million in annual revenues, Weis Markets enthusiastically encourages its employees to become engaged within its communities as well, he said.

“Local is really what we do, and who we are,” affirms Hepfinger in the video interview. “Local is the Good Housekeeping seal today, but local for us has been forever.”

To learn more about Weis Market’s local positioning and the company’s strategies to secure shopper loyalty, watch the full Hepfinger video interview here, or visit PG’s Industry Talk microsite.

The exclusive interview with Hepfinger will be presented in three parts, the second of which will address improving the customer shopping experience and expanding value proposition.

Industry Talk, co-produced by DemandTec, is the first-of-its-kind executive insights video platform in the retail food industry, and consists of a robust lineup of additional profiles with other industry leaders, who discuss top-of mind issues impacting the supermarket industry.

Previous Industry Talk video interviews available for viewing include:
• Steve Junqueiro, President COO Save Mart Supermarkets
• Bill Shaner, President/CEO Save-A-Lot Food Stores
• Ric Jurgens, Chairman/CEO, Hy-Vee, Inc.

Source: Progressive Grocer