Good Foods Grocer named top local retailer

Donnie Caffery has a pretty simple philosophy when it comes to how he lives his life.

"If God didn't make it, I rather it not be in my body."

It's not an exact philosophy, though, because after a beat he adds, "Well, not everything. God made arsenic."

Caffery is owner of Good Foods Grocery, a natural foods grocer with two stores in the Richmond area.

And this morning he will be given the top honor in Richmond's retail community when he receives the 2011 Distinguished Retailer of the Year award from the Retail Merchants Association.

"Donnie is the best example of how a true entrepreneur should operate. Not only is he committed to the success and satisfaction of his staff and customers, he is committed to the community in which he serves," said Ken Wayland, president of Free Agents Marketing and the incoming chairman of the retail trade group.

He and Caffery have known each other for years.

The award has been given annually since 1966 to a retailer for his or her management practices, industry reputation and community contribution, according to the criteria established by the group. Winners are chosen by a committee of previous recipients.

Previous winners include Lisa McSherry of Lex's of Carytown; William D. "Bill" Selden, president of C.P. Dean & Co.; Franco Ambrogi of Franco's Fine Clothiers; and Gary Glover of Puritan Cleaners.

Caffery's commitment to natural foods traces back to his college days.

A New Orleans native, he came to Virginia in the early 1970s to study at Washington and Lee University. One of the first things he discovered about the state was the high pollen count that wreaked havoc with his previously nonexistent allergies.

He began working on ways to take care of the allergies holistically, which led to an interest in healthy foods.

"I had never paid attention to my diet before. I just grew up and ate food," Caffery said.

Caffery changed the way he eats and his life.

He opened his first natural foods store, All Natural Foods, in New Orleans in 1981.

He moved to Richmond and Good Foods Grocery opened in 1985 in the Stony Point Shopping Center off Huguenot Road.

The 3,750-square-foot store is packed tight with a range of products like any traditional store. But each item, whether children's food or facial cream, is specially selected because it meets specific criteria. Many items are approved by the Natural Products Association.

But much has changed in the natural food business since Good Foods opened. For instance, most traditional supermarkets now have their own natural food sections.

While that hurt business at Good Foods, Caffery said it helped raise awareness.

He believes running a good operation and providing good products and customer service has helped him weather competitive and economic storms.

"Donnie Caffery is a good, solid businessman who did not panic when the grocery food industry in Richmond decided to get into the natural food business in a big way. He held true to his core business and mission of supporting people in their quest away from sickness and towards wellness," said Nancy Thomas, president and CEO of the local trade group.

Caffery continues trying to find ways to remain competitive and to grow. He recently added Good Foods Café to his store in the Gayton Crossing Shopping Center in Henrico County and plans to double the size of the original store next year.

But no matter what changes, he said that the key to survival - and success - is sticking to his core principle: help customers live a healthy life.

"Donnie is that special kind of owner who lives his stores' mission every day and his growth comes from the good words of his customers," C.P. Dean's Selden said.

LLLovio@timesdispatch.com (804) 649-6348