When It Comes to Produce, The Eyes Decide

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.

Power of Produce 2017 finds three-quarter of shoppers plan their produce purchases pre-trip, and an even greater 86 percent of shoppers readily admit unplanned fruits and vegetables purchases frequently end up in their cart. That’s what makes produce a unique store item; it falls into both a planned and an impulse buy category.

By: Rick Stein, Vice President, Fresh, Food Marketing Institute <img src="https://www.fmi.org/images/default-source/photos-for-staff-use/produce/20161208-fmi-0654_ed-web.tmb-large-350-.jpg?sfvrsn=bd56c6e_1" data-displaymode="Thumbnail" alt="20161208-FMI-0654_ed-WEB" title="20161208-FMI-0654_ed-WEB" style="float: right; margin: 10px;" /> Yesterday, I stopped by my grocery store to pick up milk and trash bags — your typical fill in trip. As store layout goes, I was routed through produce to get to dairy. A gorgeous display of strawberries, blueberries, and other summer fruits drew my eye. Suddenly, my basket became heavier and my wallet felt lighter. My two-item basket grew to six items, and an impromptu fruit salad made its way onto my family’s dinner plate. And, that’s the Power of Produce. <a href="https://www.fmi.org/industry-topics/fresh-foods">Power of Produce 2017</a> finds three-quarter of shoppers plan their produce purchases pre-trip, and an even greater 86 percent of shoppers readily admit unplanned fruits and vegetables purchases frequently end up in their cart. That’s what makes produce a unique store item; it falls into both a planned and an impulse buy category. Fresh produce holds a strong household penetration at 99 percent, according to <a href="https://www.fmi.org/industry-topics/fresh-foods">Power of Produce 2017</a>. This gives food retailers a larger opportunity to leverage shoppers to buy more, rather than find more shoppers. Impromptu purchases are one opportunity that can help stores sell a greater volume of produce. So what are the drivers behind impulse buys? FMI’s 2017 <a href="https://www.fmi.org/industry-topics/fresh-foods">Power of Produce</a> reports 58 percent of shoppers are enticed by eye-catching displays. Importantly, merchandising excellence has universal appeal across ages, incomes, channels and regions. Other important drivers of impulse purchases are hot promotions (particularly among Millennials and other non-planners), samplings, recipes/serving ideas and nutrition callouts. But, are eye-catching displays and promotions enough to capture consumers’ impulse dollars? The study shows that while promotions are important in driving store trips, low prices may not be enough to seal the deal with consumers. When ranking a shopper’s purchasing decision, they easily rank appearance ahead of price. In other words, when it comes to produce, the eyes decide. For grocers to get the final sale, make sure your shoppers’ eyes are delighted when entering your produce department, whether it’s 10 a.m. or 7 p.m. A produce department that’s easy on the eyes goes a long way in enticing shoppers to open their wallets just a little wider.

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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.