Figure 9.13

Teamwork is important at New Seasons Market Inc. (a privately
held company). This is a relatively small chain of upscale grocery
stores in the Pacific Northwest that are built on the ideas of
local identity, quality products, and employee freedom to meet the
needs of customers. Formed in 1999 by a group of people with
similar goals, New Seasons Market operates nine grocery stores in
various Portland area neighborhoods. Though the look and products
of the stores are consistent, each store is predominantly staffed
by individuals that live in the local neighborhood, enabling each
store to know the needs of its customers and create an internal
identity all its own.
One of the ways each store creates that identity is through
Green Teams. These teams are typically composed of up to 13 paid
employees from various departments. Teams join together to address
social and environmental issues of sustainability within each store
and its surrounding community. The idea for Green Teams originated
from a group of employees in one store that assembled to tackle
“green” issues in their store. Corporate managers (who also have
their own Green Team) agreed that it was such a good idea that now
every store is required to have a Green Team. Each team meets
monthly and reports to the company sustainability coordinator. Team
leadership structures vary from store to store, with some Green
Teams having a single chairperson who serves the team for more than
1 year, while other teams regularly rotate leaders or even elect
two cochairs to lead the cause. Teams act as liaisons between their
department and the Green Team, help educate staff, and make
recommendations to management. Store Green Teams also initiate
community service projects and help maintain the waste diversion
program.
Through this flexibility, each Green Team has accomplished a
variety of projects in their store and local community, including
wilderness and wetland cleanup, painting and weeding at a local
elementary school, and helping plant gardens for low-income
families. One suburban store even developed an intricate car pool
program for employees to encourage a reduction in drive-alone car
trips. As long as the Green Team’s focus is on their local store
and community, they are granted freedom and support from corporate
management. Safety and Sustainability Manager Heather Schmidt
explains, “If there were too many rules, it could hold back
creativity and passion. Having a balance is the key.”
Participation in Green Team initiatives has developed a friendly
competition between stores and rewards employees who participate
with incentives. For example, every time an employee joins in the
staff car pool, his or her name is entered into a monthly drawing
for a gift card. These values of support and encouragement are
consistent throughout New Seasons company culture, where employees
are valued for their personal contributions. As their Web site
explains, “To be a truly great company means that we continually
evolve to meet the changing needs of our customers, our staff and
the world around us.” With these values, New Seasons Market has
created “a workplace that truly believes that taking good care of
our co-workers, our customers and our environment is what drives
the success of our business.”
Discussion Questions
- In what ways has New Seasons Market followed the steps for
creating and maintaining a cohesive team?
- What types of teams are the Green Teams?
- How can we tell if the Green Teams are successful or not?
- What types of problems might the Green Teams encounter?
- How would you recommend Green Teams resolve potential
conflicts?