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Tom Leonard |
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Tom
Leonard grew up in the family business. His grandfather,
Charles Leo Leonard, founded Clover Farms dairy
in 1921 in a barn in Norwalk, Connecticut. Grandpa
Charles gathered fresh milks from local farms,
hand-bottled it and delivered it door-to-door
by horse and buggy hours later. Tom’s father,
Stew Leonard, eventually took over the little
dairy from his father. With four milk trucks,
he ran the business until 1968, when the state
told him a new road would run right through his
plant. So Stew started over. This time, instead
of taking milk to his customers, Stew built a
storefront where his customers could come to him
– in the beginning for the freshest milk
around and later for the other products sold and
the outstanding customer service given for free.
By age five, Tom was attending meetings at the
dairy with his father. By the time he was a teenager,
Tom’s father was to milkmen what Paul Bunyan
was to woodcutters. STEW LEONARD’S, the
tiny store in Norwalk had become the world’s
largest dairy. Remarkably, the Norwalk location
now has annual sales of $120 million, more than
10 times the grocery store industry’s average.
With the family business in his blood and a drive
to succeed in his bones, Tom was determined to
help his family’s business grow while putting
his own stamp on things.
Tom built a second STEW LEONARD’S store,
one that reflected the suggestions of his customers
and team members. Starting out selling produce
in a tent in Danbury, Connecticut in 1986, Tom
built the second family store. He dreamed up the
robots, singing milk cartons, and banjo-playing
dogs, gaining international attention in publications
such as The New York Times, New York Magazine,
Forbes, and The International Herald Tribune.
These efforts earned STEW LEONARD’S the
label of "The Disneyland of Dairy Stores"
and Tom the recognition in 1988 as one of the
"Top 10 Young Entrepreneurs in America" by the Small Business Administration.
The result? The 1995 Guinness Book of World Records
recognized STEW LEONARD’S as having the
highest sales per square foot of any store in
the world. Today, the three stores accommodate
over 300,000 customers each week with the total
annual sales exceeding $280 million. They are
prominently featured in Tom Peter’s bestseller,
“In Search of Excellence,” as an example
of American retailing success. STEW LEONARD’S
has been recognized by Fortune Magazine for the
last three years in a row as one of the "Top
100 Best Companies to Work For in America."
Tom moved to Virginia in 1999 with his wife, Karen
and their three children, T.J., Emma and Jennie
Lynne, to be closer to Karen’s parents.
It didn’t take him long to see the wealth
of opportunity here in Richmond. Tom decided to
strike out on his own, taking what he learned
from his parents and his years at Stew Leonard’s
and applying it to his own business.
Tom Leonard’s Farmer’s Market opened
its doors to Richmond, Virginia on March 9, 2004.
It didn’t take long for Richmond to find
the Market and turn it into a favorite. Tom Leonard’s
Farmer’s Market has been recognized by Richmond
Guide as #1 in the Top 15 Things to Do with Kids in Richmond, #1 in the 50 Best Food Finds in Richmond Magazine and #1 place to purchase produce in Richmond Magazine.
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The Stew Leonard’s Experience
Tom talks about the “retail as entertainment”
concept that made the Stew Leonard’s stores
famous. His ideas for the giant robotic dancing
and singing milk cartons, the children’s petting
zoo, and the ice cream parlors in the supermarket
made Stew Leonard’s Supermarkets, and now
Tom Leonard’s Farmer’s Market, a destination
for families with children.
The Customer is Always Right!
Tom gives his audience a glimpse into the well-known
customer service ethic behind all of the Leonard
family supermarkets. This is highlighted by their
trademark “rock” in front of each store
that bears the words, “Our Policy: Rule 1
-The Customer is always right! Rule 2 - If the customer
is ever wrong, re-read Rule 1.” |

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" Your presentation was one of the highlights of our meeting. It is a great lesson for all of us and is applicable to every phase of the business sector." |
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David Glass, Wal-Mart
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" Your commitment, enthusiasm and “Wow!” helped convey a strong business message while entertaining the audience." |
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John Thompson, IBM |
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"You did a super job in relating your family’s experiences in the retail business. Your stories conveyed not only the successes you have obtained due to determination and hard work, but also showed the close bond that your family enjoys. You gave our managers a renewed sense of dedication, responsibility, and purpose, and I know everyone came away with a heightened goal in mind.Thank you for sharing your experiences with us." |
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Dave Thomas, Wendy's |
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" You were certainly the hit of our show. A number of people came up to me to tell me how much they enjoyed your presentation and the enthusiasm with which you delivered it. It was readily apparent that your message came from the heart." |
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David Huey, 7-Eleven Food Stores |
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" I want to share with you the evaluations from the Bank Marketing Association National Marketing Conference. We received 273 mail surveys rating the eight general sessions on “The Overall Value to You” on a ascale of 1 to 5, with 5 being the highest and 3 being “good.” Your general session scored 4.68. Congratulations on being our top-rated speaker! (And, number two was quite a ways away." |
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Robert Miller, Bank Marketing Association
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"Tom did his homework, came in the night before to make sure that all of his materials were in order and he made sure that he understood the audience and the objective we were asking him to meet. All of this gave me a great deal of confidence that his presentation would hit the mark. I had no idea, however, what a hit he would be. The audience just loved him !" |
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Sara Foley, Illinois Bell
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" Thanks again for the excellent presentation for our dealer breakfast in New Orleans. Your message was right on, our dealers heard it clearly, and many commented afterwards about the relativity of your content to their stores and the ideas that they were bringing home with them." |
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David Hodnik, Ace Hardware |
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" As I reflect on the comments you made at our national Sales & Marketing meeting, I can’t help but marvel. I applaud you for your special culture and attitude about customer service. If more American businesses could adopt and develop similar tactics relative to their own particular business, this country would not only be a better place to live but would never face the trade deficit problem we face today – because no one could compete with us." |
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Dennis Larabee, Pepsi-Cola |
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$5,000
per one hour speech |
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