The Grocers Division of the Michigan Retailers Association (MRA) is pleased to announce that Hollywood Markets and Aunt Millie’s Bakeries are the 2018 Al Kessel Outstanding Achievement Award winners.
Launched in 2013, the award memorializes former Michigan Grocers Association Director Albert “Al” Kessel, Jr., who founded the Flint-based Kessel Food Market chain. To reflect his generous spirit, one Outstanding Retailer and one Outstanding Business Partner receive the award each year.
2018 Outstanding Retailer: Hollywood Markets
For the “honesty and integrity of the organization and its outstanding customer service,” Hollywood Markets and its president, Thom Welch, were nominated by Bruce Fagerman, with Grand Rapids-based SpartanNash. Thom’s grandfather, John Welch, Sr., opened the grocery chain’s first store in 1924 in Detroit after returning from World War I. Tragically, he was killed during a robbery at the store in the early 1930s. Thom’s grandmother, Leota, carried on – running the store and raising the couple’s four boys. Oldest son, Bob, died while serving in World War II. In 1947, second oldest son Jay, who was Thom’s father, opened Jay’s Market down the road from the family store. In 1950, Leota’s second husband, C.A. Ross, and Jay opened the first Hollywood Supermarket in Royal Oak. Family legend has it that Leota chose the name by closing her eyes, opening a phone book, and putting her finger on the name Hollywood. Early advertisements proclaimed: “Hollywood Supermarket – Where the customer is always the star!” Today, Hollywood Markets’ focus on old-fashioned customer service is depicted by a friendly Mr. Hollywood character, the face of the business.
The Welches have a long-history of blending family and business. After Jay’s brothers, Rich and Bill, completed their military service, they joined the business and started families. Of that second generation, only Bill remains to mentor the six third-generation Welches who run Hollywood Markets: Thom, Bill Jr., Rick, Kim, Dave, and Steve. In addition five fourth-generation members are fully involved in the stores. Employing approximately 500 people, Hollywood Markets serves Southeast Michigan with five locations in Bloomfield Hills, Rochester, Troy, Madison Heights, and Royal Oak. In addition to great customer service, the stores are known for their fresh produce and impressive meat departments. In 2015, Hollywood Markets received Progressive Grocer’s Outstanding Independent Award for its exceptional meat departments.
The Welch family stands by what Grandma Welch said in her 1930 advertising flyer: “We Aim to Please!” In addition, they give back by working closely with the food rescue organization Forgotten Harvest, winning the highest honor – the Harvey Award – for their hunger relief efforts. The family also contributes by serving on many boards, hosting Hollywood Markets’ Apples for Students program, and supporting the Salvation Amy, American Cancer Society, Arthritis Foundation, and other organizations. Thom served on the Michigan Grocers Association (MGA) Board of
Directors from 2013 until MGA joined MRA in 2018. Today he serves on the Grocers Division Advisory Board.
2018 Outstanding Business Partner: Aunt Millie’s Bakeries
The family-owned company has been in business since 1901 when John “J.B.” Franke founded the Wayne Biscuit Company in Fort Wayne, Indiana, first producing Perfection Wafers, and later, breads, cakes, and cookies. The company’s goal was “perfection” and was soon renamed Perfection Biscuit Company. In 1980, John F. Popp, grandson of J.B. Franke, was named company president.
After years of innovation and growth, a new bakery was built in Coldwater, Michigan, in 1990, and the company name was tweaked to Perfection Bakeries. In 1991, the company developed a flagship brand to represent their passion for baking and introduced a spokeswoman to represent a new line of authentic, home-style breads – Aunt Millie. Customers identified her as caring and always baking something wonderful. Aunt Millie became so popular that, in 2005, the company was renamed Aunt Millie’s Bakeries. Today, Aunt Millie’s remains committed to baking the highest quality – and now healthiest – bread possible, with six bakeries in Michigan, Indiana, and Ohio and products distributed nationally.
For being “an all-around great company,” Aunt Millie’s was nominated by DJ Oleson on behalf of Oleson’s Food Stores, located in Northwest Michigan. “Everyone at Aunt Millie’s goes above and beyond,” says DJ. “They do a fantastic job for us. This spring we hosted the annual Northwestern Michigan College barbecue, and Aunt Millie’s donated and delivered the buns. While serving close to 6,000 people, we ran low on buns. The Aunt Millie’s rep offered to go get more on a Sunday! That’s just one example of how the company always looks out for its customers.”
With approximately 1,600 employees, Aunt Millie’s gives back in many ways. Recent examples include donating 7,000 buns for “Brats for a Cure!” to raise money for the Susan G. Komen Foundation. They also donated 2,500 loaves of bread to “Bread Lift,” an event to benefit the Michigan March of Dimes. In addition, Aunt Millie’s created the School Spirit Program to help schools earn money when people buy bread.
“Both Hollywood Markets and Aunt Millie’s have made significant contributions to Michigan’s grocery industry,” says MRA President & CEO James P. Hallan. “They have earned the respect and admiration of colleagues and customers throughout the state and beyond. These awards are well-deserved recognition.”
Awards Dinner
The awards will be presented during the opening night of the Food Retailers Summit, Sept. 23, at Crystal Mountain Resort. The summit, sponsored by the Grocers Division of Michigan Retailers, continues a 120-year tradition of bringing retailers and suppliers together to benefit Michigan and the retail food industry. In 2018, Michigan Grocers Association became a division of Michigan Retailers. Stronger together, the combined associations have nearly 5,000 member businesses which own and operate more than 15,000 stores and websites across the state. Members range from small stores to large national and international chains.
