Longo's
Where tradition and family values meet 21st century retailing
Left to right: Rocco Agostino, store manager, Longo’s Bayview, Dave Carbone, store manager, Markham and Vince Tortorici, store manager of the new Longo’s Box Grove location
A family business dating back to 1956, Longo Brothers Fruit Markets has won many accolades over the years. It has repeatedly been listed as one of Canada’s 50 best managed private companies, and closer to home here in Markham, has just won both the Community Relations and Business of the Year Awards. MB’s publisher, Don Flynn, recently interviewed
Vince Tortorici, to find out how Longo’s combines traditional values with modern-day retailing.
When Longo’s manager, Vince Tortorici, arrived at a recent ceremony to accept Markham’s Community Relations Award, he was visibly shocked and very proud to hear Longo’s named Business of the Year as well. This special award is voted for by all of the other Markham Business Award winners. For a company to be recognized for its service to the community is an honour in itself: to be praised in such a way by one’s peers is indeed humbling.
Longo’s has been providing the Toronto area with fresh food for over 50 years. Today, the business that grew out of the vision of the three Longo brothers – Tommy, Joe and Gus – has grown to 16 stores across the GTA, including the 40,000 square foot store which opened last September in the Box Grove area of Markham. And while the business has grown substantially, it is still very much a company with its roots in quality and family values: members of the Longo family still go to the Ontario Food Terminal at 6 am six days a week.
The original store offerings of fresh fruit and vegetables has expanded over the years to include everyday foods and staples, and specialities ranging from meat and fish to over 300 cheeses and made on-site delicacies including breads, roti, fresh baked goods and authentic Belgian chocolates. There’s a popular self-serve salad bar, as well as Longo’s Kitchen offering homemade meal solutions for people in a hurry. The offerings may have changed, but the commitment to quality, service, value and community remains.
The average store has 200 employees, 65% of whom are full-time. ”That’s 130 families per store depending on Longo’s for their livelihood,” says Vince, and we recognize that.” As a result, Longo’s tends to keep its staff for a long time, which helps contribute to good customer service. “People can come here week after week and be greeted by their favourite cashier which helps Longo’s offer a more personal service.”
And how are customers’ buying habits changing? “These days people are shopping more for the moment,” he says. “They’re going back to the way it used to be. They’re shopping more frequently and in less volume because they want fresh food, so we make sure to source local produce whenever possible. They are buying fresh meat, not frozen, and they’re choosing from our extensive salad bar. Organic is another area that is really growing.”
Vince himself has grown up in grocery retailing. In fact, you could say he has literally learned the business from the ground up. He began by pushing a broom on the sidewalk outside a store at the age of 13 and has been in the grocery business for 32 years, the past 10 at Longo’s.
Vince says the Longo’s philosophy is straightforward. “After more than 52 years in business, it’s impressive that the Longo’s name has become synonymous with fresh food, excellent customer service and bright, clean, modern stores. Our selection of unique products from around the world make Longo’s the store that people who truly appreciate food choose to shop at.”
Despite the current uncertainty, Vince remains optimistic about the future. “The sharpest, most effective businesses will move ahead,” he predicts. “Life’s too short to put on the breaks!”
2600 John Street, Unit 207, Markham, ON L3R 3W3 T: 905.475.5222 F: 905.475.6369
