Emerging Leaders win first place in business competition
The first students in the new Emerging
Leaders Program have won first place in a competition to develop a business
proposal for The Fresh Market. Mary Kathryn Alexander, Morgan Gregg, Francesca
Locklear, Caitlyn McKenzie, Annie Preske, and Dara Seelig made up one of 28 Wake
Forest University School of Business teams creating a proposal, and they were one
of only four teams selected to present to The Fresh Market.
The Emerging Leaders with their first-place awards
For their project, the students were
asked to develop a shared value plan that leverages The Fresh Market’s core
values and drives its core positioning of inspiring people to create special
moments around food while delivering value to its customers, employees, and
shareholders. They worked as a team to create a proposal that would have measureable
social impact, create measureable economic value for The Fresh Market’s
shareholders, be feasible, and have competitive separation.
The students identified the heart-health-conscious market as
an area of opportunity and determined that heart disease – the number one cause
of death for adults in the United States – is prevalent within The Fresh
Market’s target market. The team
proposed that the company extend special moments around food by reaching out to
heart-health-conscious customers and by partnering with the American Heart
The students created a heart-healthy
food icon that can be used to direct customers to products that are low in
sodium and saturated fats. They recommended that The Fresh Market take
steps to make heart-healthy
foods easy to identify and access within its stores. Suggested steps were to
a year-round end-cap arrangement with The Fresh Market’s private label
heart-healthy foods, display an in-store sampling of a heart-healthy weekly
meal bundle, and create a table display in February, which is American Heart Month.
- Add a
monthly heart-healthy section to the existing e-newsletter, and correspond with
local primary care practitioners and cardiologists.
with the American Heart Association, develop a heart-healthy cooking class, and
sponsor a local annual heart walk.
As part of
the Emerging Leaders Program, Alexander, Gregg, Locklear, McKenzie, Preske, and
Seelig are earning an MA in management from the Wake Forest University School
of Business before entering the Wake PA Program with the Class of 2017. PA
Studies is very proud of their performance in this competition and not the
least bit surprised that The Fresh Market chose theirs as the winning proposal.
We look forward to welcoming these students to the PA Program next June.