Tops Markets honored for beef merchandising and innovation by state and national industry awards

Tops Friendly Markets, a leading full-service grocery retailer in upstate New York, northern Pennsylvania and western Vermont, recently received state and national honors for its outstanding efforts in the merchandising and marketing of its beef category in Tops stores.

Tops was awarded the New York State Retail Beef Backer Award from the New York Beef Industry Council. Tops also was awarded the 2012 National Retail Innovator of the Year Award from the National Cattlemen's Beef Association.

Tops was chosen as the recipient of the New York state award in partnership with the New York Beef Industry Council for beef demand in part for its creative beef promotions. Tops' "What's Your Game Plan," "Brown Bag Your Beef," "The 12 Roasts of the Holidays" and "What's On Your Weekend Grill" are some of the creative beef promotions made prominent in the company's weekly ad.

"Beef sales in New York and in the U.S. depend on the commitment and dedication of our food retailers to provide quality and safe beef to our consumers," said Jean O'Toole, director of public relations for the New York Beef Industry Council. "With this award and recognition, we are able to say 'thank you' to Tops for working with the NYBIC through (Beef Checkoff Program)-funded programs and in their own innovative marketing and merchandising efforts."

The National Retail Beef Backer Awards program was developed to recognize retailers for their excellence in a variety of promotional partnerships, beef merchandising and education programs. Tops Markets was selected by a panel of industry professionals as the Innovator of the Year, an award that recognizes a retailer that is a leader in the marketing and merchandising of beef.

"We're proud to honor Tops Markets for their ability to find new and exciting ways to market beef to shoppers," said Brett Morris, Oklahoma-based producer and chairman of the Checkoff's 2012 Joint Retail Committee. "The Beef Checkoff relies on retailers like Tops to deliver beef to the American public and educate consumers on the taste, value and satisfaction that only beef can deliver, and this award is our way of showing our gratitude."

Tops Markets prides itself on its unique meat department, high-quality selections and exceptional service provided by real butchers within each store. Tops' "Real Meat, Real Butchers" program gives customers meat cut and prepared daily and butchers who are knowledgeable on beef cuts, recipes, safety, labeling and even the production process that goes into delivering a quality product.

"Fresh meat is a key business driver and, within our meat departments, we are always developing new and exciting ways to promote beef products to our customers," said Jim Lane, Tops' director of meat and seafood. "Our customers know that they can rely on Tops to deliver high-quality, safe, fresh beef products every day."

Both awards are funded by the Beef Checkoff Program which recognizes grocery establishments that are doing an outstanding job of marketing and merchandising beef in the meat case.

About Tops Friendly Markets

Tops Markets LLC is headquartered in Williamsville and operates 155 full-service supermarkets - 150 company-owned and five franchise locations under the Tops, Grand Union and Bryant's banners. With more than 15,000 associates, Tops is a leading full-service grocery retailer in upstate New York, northern Pennsylvania and western Vermont. For more information about Tops Markets, visit the company's website at www.topsmarkets.com.