Food Retail Industry Witnessing the ‘Zation of Fresh Foods

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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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.

Today, a kaleidoscope of factors, including technology, is driving the atomization of American lives, how they plan and consume food.

By: Rick Stein, Vice President, Fresh, Food Marketing Institute <img src="https://www.fmi.org/images/default-source/photos-for-staff-use/produce/20151208-fmi-430-web.tmb-large-350-.jpg?sfvrsn=d8889a6f_1" data-displaymode="Thumbnail" alt="20151208-FMI-430-WEB" title="20151208-FMI-430-WEB" style="float: right; margin-bottom: 10px; margin-left: 10px;" />Food retailers know the rules are changing. Now, to understand a customer’s purchasing decision it may take several complicated and detailed charts. One thing is certain, consumers want a shopping experience, but not just any experience, a tailored one that matches their exact needs. Today, a kaleidoscope of factors, including technology, is driving the atomization of American lives, how they plan and consume food. Food retailers find themselves at the center of a consumer buying revolution. Top <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/-in-category/categories/global/fresh-foods">Trends in Fresh 2016</a> reports, 76 percent of all shopping trips begin online. This means manufacturers and retailers must consider how to offer personalization inside and outside of the store. This year, digital will influence 77 percent of all retail sales, and as technology continues to improve, creating digital strategies with personalized messages will be key. While technology continues to radicalize the food retail industry, grocers can create in-store experiences with specialty departments, and by expanding ethnic and international food selections. Not only are shoppers seeking personalized experiences, they’re also seeking connections with what they’re buying. Food has shifted from being viewed as a commodity to a solution for a better life. Local foods are quickly moving from niche to critical mass and changing traditional food retail operations as we know them. Last year, local produce accounted for $20 billion of the U.S.’s $62 billion total produce sales, according to <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/-in-category/categories/global/fresh-foods"> </a><a href="https://www.fmi.org/events-education/webinars/webinar-recordings/-in-category/categories/global/fresh-foods"></a><a href="https://www.fmi.org/events-education/webinars/webinar-recordings/-in-category/categories/global/fresh-foods">Top Trends in Fresh 2016</a>. However, FMI’s research shows the growing trend of hyperlocalization isn’t just about products being locally sourced, it digs deeper into how retailers do business. Do you hire hometown employees? Do you source your business needs through local contractors? Hyperlocalization is the ability for retailers to let their consumers know they’re invested and connected to the community they serve. By building your store as a local brand, retailers have an opportunity to position themselves as leaders in the localized consumer movement. Learn more about <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/view/webinar-recordings-public/2017/04/27/top-trends-in-fresh--atomization-of-personalization">personalization</a> and <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/view/webinar-recordings-public/2017/06/01/top-trends-in-fresh-hyperlocalization">hyperlocalization</a> of fresh foods in FMI and IRI’s Top Trends in Fresh webinar series.

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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.