DATE: Saturday, November 1, 1997            TAG: 9711010732
SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

SOURCE: Stephanie Stoughton 

                                            LENGTH:   65 lines

RONALD E. DENNIS: HE'LL BE LEADING FARM FRESH'S FIGHT

Ronald E. Dennis, who will become Farm Fresh's new president once the grocer is purchased by Richfood Holdings Inc., has this challenge: to bring the retailer back to the No. 1 spot in the Hampton Roads market. Richfood, a Richmond-based wholesale food distributor, is expected to purchase Farm Fresh in early 1998. As part of the deal, the grocer likely will file a prepackaged bankruptcy to shed some of its massive debt. Dennis, 53, worked most of his career at the Florida division of Albertson's Inc., a 98-store chain, and then did a short stint at Kash 'N Karry. He spoke Thursday with staff writer Stephanie Stoughton.

Farm Fresh's employees have seen some quick turnover in the top management recently. Do you plan to be around for a while?

Absolutely. I plan on being here for a good, long time. I think it's a great opportunity.

What kind of challenges did you face at your previous job, Kash 'N Karry?

There were a lot of challenges. I guess I would say it was an opportunity to work with a company that had the opportunity to start over.

Why did you leave Kash 'N Karry (now owned by Food Lion Inc.)?

There was a difference of philosophy.

Can you elaborate?

Not really.

Do you expect Richfood to be any different?

My experience with (Richfood Chief Executive Officer) John Stokely is that we'll have a viable, open dialogue. He's one of the sharpest grocery operators I've seen in the business.

I mean, as far as control over Farm Fresh's operations, do you see John Stokely having a heavy hand?

John is not going to be involved in the day-to-day operations in the stores. That's for me to handle. John is not the kind of person, in my estimation, who is heavy-handed.

How much will be spent to upgrade Farm Fresh stores?

I believe I read in a trade journal that it will be about $80 million (over the next several years).

What about opening new stores?

That's certainly on the horizon, as well.

Do you think Farm Fresh will expand outside Hampton Roads?

I wouldn't rule it out.

How do you stack up the competition here?

Just about everybody you can think of is in here. You have the Wal-Mart Super Centers, Super Kmart, Food Lion, Hannaford, Harris Teeter, Be-Lo and A&P's Farmer Jack stores. . . . It's a very competitive market. But Farm Fresh has a very strong reputation in this market.

What would employees at Kash 'N Karry and Albertson's say about you, if I asked?

Well, whatever I say is going to be self-serving. (He smiles.) I guess they'd say that I'm fair, hard-working, that I'm very passionate about customer service.

What would they say about your personality?

My personality is pretty straightforward. I believe in being upfront and honest with people. . . . I'm very demanding. I believe presenting people with opportunity is the best way to reward them. ILLUSTRATION: Color photo by Tamara Voninski/The Virginian-Pilot

Ronald E. Dennis KEYWORDS: PROFILE

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