CARLISLE, PA - Chris Keetch doesn’t just move produce—he champions it as a craft and a living connection to the land. From forging direct, collaborative partnerships with growers to viewing produce departments as visual statements of brand values and aesthetic intention, the Director of Produce and Floral for The GIANT Company brings both passion and purpose to his work each day. This commitment has not gone unnoticed. Over the years, our team has followed Chris’ journey, and in 2025, we honored him with our Besties Award for Retailer of the Year.

When I sat down to write this story, I asked Chris what came to mind as he reflected on his career in produce thus far.

“I was just a young 'kid' in college when I was hired as a produce associate for the 1 pm to 10 pm closing shift. As hard as it was to juggle those hours while pursuing a degree, the passion for the business kicked in,” Chris begins. “Looking back over the past three decades in the industry, it was the connection to my farming roots combined with helping to bring fresh fruits and vegetables to customers. Coupling that passion with everyday learning led me to make connections with leaders, industry veterans, and mentors both within and outside of my retail career. Many of those who made an impact on my life are still just a phone call away.”

For Chris, building a career in produce has always meant creating a life in produce. As our conversation continues, he shares advice on how to shape a fulfilling path in the industry.

“Immerse yourself in learning and then teaching—read the industry news, ask questions, don't be afraid to enact change and fail fast, which will help you to succeed faster,” Chris says. “If you are a manager, surround yourself with a knowledgeable team and commit to developing and growing them. Don't be afraid of competition—be inspired by it.”

When I ask how The GIANT Company’s produce philosophy contributes to its success and unique presence in the retail space, Chris responds with four words delivered with conviction:

“Trust, consistency, innovation, and fun,” he says. “Those four words don't normally go together, but for me, they have, and they do—and for The GIANT Company, too. Trust is built by consistently delivering various metrics while operating at a high standard. Innovation breeds out of trust, so we're not afraid to try a new approach. That all makes the job easier for my team and I, so we can have fun building and maintaining strong relationships with each other and the supplier community.”

It’s this commitment to uplifting those around him, cultivating lasting relationships, and never forgetting to enjoy the work that made Chris a standout choice for our Besties Committee.

This year, the committee voted on every category except Retailer of the Year, Best Marketer to Work With, and the Lifetime Achievement Award—three honors selected by our leadership team due to their special significance.

A heartfelt thank you to our Besties Committee for your time, dedication, and insight. Your contributions are deeply valued. Each year, our team compiles the Besties ballot with nominations across all award categories, and our committee votes to determine the winners.

And thank you, Chris, for your contagious passion and all that you do for our industry.