A message fueled by a mission becomes a culture.
A foundational belief that produce propels loyalty has fanned flames of change across Sobeys’ FreshCo, catching and spreading through the team like wildfire. But how do you forge such intrinsic transformation? This is the heart of Project Phoenix, the program that has redefined the grocery chain’s perspective of fresh operations and execution.
“Project Phoenix couldn’t succeed until everyone from leadership to store clerks believed in it. In this, communication is everything,” Amanda Labuckas, Director of Fresh Category Management and Merchandising, emphasizes. “A merchant can sit and build a plan. Guess what? If that plan isn’t communicated to the stores and to the sourcing and replenishment team, it’s never going to come to life. So, how do we understand the right steps, the right people to get involved, so the plan becomes all of ours?”
When this is successful, it’s not just Amanda’s or even FreshCo’s success. A produce department has a great cherry season when it partners with the right grower, when its teams do all the right planning, hit all the right ads, and meet customers’ needs—thus creating a win throughout the chain. This, Amanda says, is the key to the messaging that must take wing. To help Amanda navigate this, she took a leaf from her own Project Phoenix handbook by reaching across the table.
“We would not be able to bring this project to life without Mario Rizzuto, District Operator, Special Projects—I always joke around that he was born in a cabbage patch. He goes into stores and knows all the products. He lives and breathes it, talks about it, and creates passion and excitement. Together, we’ve built this culture where it’s not departments working in silos. We are all connecting and looking at how the produce will come to life in a store,” Amanda shares.
From the FreshCo merchandising teams and buyers to the franchisees and produce managers, all were critical in the magical resurrection of this mind shift.
"A merchant can sit and build a plan. Guess what? If that plan isn’t communicated to the stores and to the sourcing and replenishment team, it’s never going to come to life. So, how do we understand the right steps, the right people to get involved, so the plan becomes all of ours?"
Amanda Labuckas, Director of Fresh Category Management and Merchandising, Sobeys’ FreshCo
“We have partnered with other business units to sit at the table in a way that FreshCo never has before. At one point we operated more independently. We now have become partners. We’re working in a way we never have, and it’s pretty incredible. And we’re seeing the results at store level,” Amanda points out. “We have team members who are building displays they’re eager to share with us, to showcase how sales are growing or what they are hearing from customers. It’s just wonderful what we’ve been able to achieve in three years.”
Franchisees in FreshCo do a phenomenal job in investing in their produce departments, making sure the quality is there; that value is represented through merchandising plans; that there are the key seasonal items, plus the items that are really important to the demographics that are shopping their stores. Meanwhile, employees are doing their part and receiving recognition via FreshCo’s Produce Ambassador Award.
“We created a produce newsletter in which each of our districts can nominate either a produce manager, a part-time clerk, a franchisee, or an assistant produce manager with a story of how they are a produce ambassador for the culture change we’re working to bring to life. It’s incredible to me when these recipients share this acknowledgment on their socials because they are so proud they won. This is probably the thing I have been the most proud of in my entire career, because it’s not just about us,” Amanda reflects. “There are great examples of people bringing this to life every day and we are honored to celebrate them. That recognition keeps our culture strong.”
In addition to the quarterly accolade, FreshCo has an annual Produce Excellence Award which recognizes an Ontario franchisee and a Western Canada franchisee.
"There were a ton of steps to get to where we are now. It’s not as easy as snapping your fingers to see a strategy come to life. It’s incredible how much we’ve accomplished..."
“What it comes down to is how we can showcase the passion and keep that momentum going,” Amanda says. “I’ve learned over the years even the littlest thing today can have an impact on somebody. It’s true for what we do for our customers, and also for our team. What might seem small can drive and motivate others to then take those extra steps produce needs. Then, to bring that down to their team and their stores.”
While this can be an award, it can also be a word of gratitude amid the day-to-day. Amanda reflects on how, if she is shopping or walking a store, she has learned to take time to appreciate the mechanics of the fresh department: “If I see someone culling, or they’re in the back room trimming, that’s part of that process of bringing produce back to life. But it is the acknowledgment, the thank you, that brings the culture to life. It motivates the execution we need. That passion we need for a produce-first culture.”
It is the beginning and the end of the circular system of Project Phoenix, which can be broken down into value, quality, seasonality, and culture. Simple enough for all to understand, but critical to FreshCo’s success.
“There were a ton of steps to get to where we are now. It’s not as easy as snapping your fingers to see a strategy come to life. It’s incredible how much we’ve accomplished, and we’re not even close to where we want to be,” Amanda teases.
As the saying goes, birds of a feather flock together. Every individual has been key in igniting the powerful magic that is Project Phoenix, but flying in unison is how the flock weathers any storm.
What is Project Phoenix:
“Showcasing seasonality and giving our customers the best eating experience is key. We place value over price—if it is cheap but tastes terrible, customers will not give you credit. Fresh counters are the heart of the produce department and need to shine.”
Key takeaways:
Be bold—don’t follow the leader, be the leader
Ultimately, the key to Freshco’s success is dependent on the culture established together as ONE team: H.O. at all levels with Franchisees/Operators and their team to align, embrace, and drive the compelling produce strategy to bring it to life for the collective customers
The FreshCo team focused attention on ethnic diversity to provide the best offerings based on data points; geography will bring and retain customers and set FreshCo apart from the competition, creating a destination for all customers
What makes Numair a Produce Ambassador?
Placed into a produce role specifically to support the launch of Project Phoenix
Brings dedication, analytical strengths, and a willingness to take risks
Drives change and support across the strong merchandising program
Contributes to the success of FreshCo’s produce rebirth
What makes Polines a Produce Ambassador?
Started at Price Chopper at age 17 as a Produce Clerk
Moved into a produce management role for five years before becoming a Retail Accountant
Realized his passion lied with produce and moved to merchandising, then Category Manager
What makes Jonathan a Produce Ambassador?
Always supports the program
Leads by example
District trainer to new and existing managers
Team leader in his store who is always willing to take on more
What makes Robin a Produce Ambassador?
The first FreshCo produce manager in Western Canada!
Creates a culture in her department and with her team that is incredible to watch
Passionately supported Project Phoenix
Dedication and attitude make her a valuable resource for others learning produce 
