INDEPENDENTS REPORT: Indie advocate spreads his wings

Travel the country and you're likely to meet someone who knows Mark Batenic. During the past 29 years with Fleming, the food industry veteran has helped thousands of retailers to achieve their dreams. Ask store owners like Larry Rothwell, Dave Skogen, and Jim Mills about Batenic and they'll share extraordinary remarks about a man deemed to be the independent's greatest advocate.

A loyal Jayhawk, Batenic began his supermarket career working as a clerk at Rusty's IGA while attending the University of Kansas. In 1973, Fleming's Jerry Austin encouraged the bright college graduate to interview with his company. He joined the management training program and was soon on the fast track at Fleming, earning impressive titles—division president; v.p.; s.v.p. of sales, marketing and business development. He and his wife, Kathy, and their family called many states home: Missouri, Kansas, Virginia, Ohio, Pennsylvania, Oklahoma, Texas, and, most recently, Delaware. Relocation through the years wasn't easy, but to Batenic it was part of the job he cherished—serving retailers.

In January retailers were shocked to learn that Batenic and Fleming had parted ways. The news traveled fast. As an editor at Progressive Grocer, I received several inquiries from those searching for answers. Why did he leave? Is he working for another wholesaler? Would the 53-year-old industry veteran continue to watch over his faithful independents?

Recently, I caught up with Batenic to reflect on our friendship and to ponder our next 20 years. As usual, he was upbeat and positive, having not one bad word to say about anything or anyone. My impression? Change means opportunity. After our conversation, I realized that Mark's devotion to the independent is stronger than ever.

Batenic prefers not to discuss why he left Fleming, but many speculate that he wanted to focus exclusively on independents. According to industry sources, Fleming had outlined another agenda for him—Kmart. When push came to shove, Batenic realized it was time to move on. Fleming's Steve Davis, e.v.p. and president of wholesale, quickly issued a memo announcing the news to customers and associates: "Mark Batenic, s.v.p. of operations, is departing the company after 29 years of service. Mark has contributed a great deal to our company and customers, serving in a variety of roles across the Fleming system. We appreciate his many contributions to the business and his continued assistance in this smooth transition of leadership for his former operations. Mark departs as a friend of Fleming and we wish him the best."

Still in demand

Perhaps Batenic's personal best is yet to come. He's established a consulting business that integrates operations improvement programs into wholesale/retail companies. Needless to say, his services are in high demand as clients strive to improve associate performance and maximize sales.

Batenic believes that successful independents must today concentrate on three basics: understanding customers, a solid marketing plan, and exceptional perishables. "It takes a keen sense of knowing what your customer wants after you determine who your customer is," he says. "Wal-Mart and Target have identified their audience; the independent must do the same. My friend John Runyon, a price impact genius, always told me that you can't be all things to all people and he's right. Identify your target audience and go after it. Don't just open the doors, give away product, and hope people shop. Stick with a plan. If you jump ship every four weeks to yet another marketing scheme, you might survive—but not for long."

Batenic, who is on the board of the Academy of Food Marketing at St. Joseph's University, was greatly admired by Fleming associates. Why? According to Jim Mills, president of Snyder's IGA Stores who worked with him at Fleming, the man never compromised his values. "Mark was the ideal boss. He asked you what you needed to get the job done, he understood your plan, and sent you off to do your thing. Mark always fought for the independent grocer, yet he was extremely loyal to Fleming."

Bill Price, once Fleming's marketing director for price impact stores and now president of Howard's Foods in Ohio, shares similar sentiments: "As a leader, Mark taught me that no matter what news you're to share with someone, always be honest. Don't sugar-coat the bad and by all means, don't oversell the good. In so doing, he gained tremendous respect."

While Batenic believes that independents are the backbone of the industry, he feels the future will involve sacrifice. "The reality today is that independents must give up some independence in order to thrive," he says. "They must innovate, listen to customers like never before, and accentuate the positive differences in their stores. Wholesalers must provide marketing programs that are different from those implemented by chains. One size fits all doesn't work when it comes to marketing. Remember the story about Henry Ford wanting to produce only black automobiles? That didn't last for long; not everyone liked black. And not everyone chooses to shop at Wal-Mart."

Batenic continues to be energized not by mass merchants, but by independents, many of whom hope to reunite with him next month at the FMI Show. Last year, he proudly represented Fleming on the show floor. This year, he's on his own and will be fun to watch. He'll no doubt be surrounded by grateful grocers thrilled to see him still in the game.

Independent Retailing editor Jane Olszeski Tortola can be reached at JanieOT@aol.com.