How do stores align business operations with consumer values?

Promoting and Advancing Petroleum Marketing, Retail Grocery, and Convenience Stores in West Virginia

Driving Local Business and Community Growth Across West Virginia

Our Purpose and Commitment

OMEGA is a West Virginia-based organization dedicated to supporting and advancing the business interests of the state’s petroleum marketing, retail grocery, and convenience store industries.

As a network of over 225 locally owned businesses, OMEGA actively promotes cooperation, advocates for favorable legislation, and provides education and resources to its members. With over 50,000 employees, OMEGA members significantly contribute to the state’s economy, generating more than 10% of all state taxes and supporting local communities through scholarships, charitable donations, and civic involvement.

OMEGA is committed to fostering industry growth while serving West Virginians with essential services like fuel, food, and convenience.

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Join a Community that Champions, Connects, and Elevates!

Your Essential Connection in West Virginia

OMEGA offers three types of membership: Convenience Store Members, Petroleum Marketer Members, and Grocer Members, all of which play a vital role in providing fuel, food, and essentials across West Virginia. As a liaison with state and national agencies, OMEGA works closely with organizations like NACS, PMAA, FMI, and the N.G.A. to advocate on behalf of its members.

We keep members informed through newsletters, legislative updates, an online resource hub, and educational seminars. Additional member benefits include access to the Encova Workers’ Compensation Discount Program and participation in our annual Trade Expo and fundraising efforts for children’s charities. OMEGA is here to support, advocate, and enhance the success of our industry members.

Shoppers use countless sources to learn or research the fresh foods they’re buying. Today, many factors influence a consumer’s purchasing decision when it comes to food. Reported by 2017 Top Trends in Fresh, last year the top social sentiment drivers for shoppers were seafood sustainability, animal welfare, meat certification, food waste and fair food/wage.

By: Rick Stein, Vice President, Fresh Foods, Food Marketing Institute <img src="http://www.fmi.org/images/default-source/photos-for-staff-use/produce/20151208-fmi-081-web.tmb-large-350-.jpg?sfvrsn=1" data-displaymode="Thumbnail" alt="20151208-FMI-081-WEB" title="20151208-FMI-081-WEB" style="float: right; margin-left: 10px;" />With tremendous luck, your March Madness bracket may have withstood some of the surprise upsets and match-ups in the N.C.A.A. basketball tournament this year.  Similar to the unpredictable, fast-paced game played on the court, retailers face similar business landscapes when it comes to consumers aligning their purchasing decision with their social and cultural values. How do retailers integrate consumer values into their overall game plan? Well, I like to say, it’s an opportunity for retailers to grab the jump ball. Shoppers use countless sources to learn or research the fresh foods they’re buying. Today, many factors influence a consumer’s purchasing decision when it comes to food. According to <a href="http://www.fmi.org/research-resources/u-s-grocery-shopper-trends">U.S. Grocery Shopper Trends 2016</a>, grocery retailers are well positioned as a trusted ally to help their shoppers explore and discover food. Beyond price, what other ways are stores providing information to consumers and influencing customer loyalty? Stores can be a credited resource to shoppers by aligning business operations with shoppers’ social and cultural values.  Reported by <a href="http://www.fmi.org/industry-topics/fresh-foods">2017 Top Trends in Fresh</a>, last year the top social sentiment drivers for shoppers were seafood sustainability, animal welfare, meat certification, food waste and fair food/wage. Retailers with strong sustainability programs sold more fresh foods. In the seafood category, top rated retailers grew sustainable fish sales two times faster than retailers with weak programs. By recognizing what consumers value in the foods they buy, retailers earn consumer loyalty. The research also finds no-antibiotic meat and poultry offerings create stronger basket growth for stores. Consumers spend $65 more than the average basket on sustainable meats. Social and cultural alignment can drive faster growth for retailers, and in turn, gain recognition among consumers. As consumers demand more transparent sustainability programs, the need to integrate and adopt these programs will be imperative to food retail business operations.  To learn more about social and cultural alignment in the food retail industry, access FMI and IRI’s Top Trends in Fresh webinar <a href="http://www.fmi.org/events-education/webinars/webinar-recordings/webinar-recordings-public/2017/03/23/top-trends-in-fresh-social-strategy-and-cultural-alignment">here</a>. This is the second of a five-part webinar series. Other topics include <a href="http://www.fmi.org/forms/meeting/MeetingFormPublic/view?id=456198000001F7">Personalization</a>, <a href="http://www.fmi.org/forms/meeting/MeetingFormPublic/view?id=4561A1000003A3">Hyperlocalization</a>, and <a href="http://www.fmi.org/forms/meeting/MeetingFormPublic/view?id=4561AC000000D0">Retail Response</a>.

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Supporting West Virginia Communities

OMEGA members play a vital role in West Virginia, supporting communities through substantial tax contributions and a wide-reaching presence across the state. With over 55% of the population living in border counties, our members are dedicated to serving both local and regional needs. Beyond business, we’re proud to give back, having contributed over $3.1 million to children’s charities since 2003, reflecting our commitment to making a positive difference.