• E-mail
• Print
• Comment
• Font Size
• Digg
• del.icio.us
• Discuss article

Martha Stewart Contestants' Visit Connecticut, New York Mega-Dairy Stores

Posted on: Tuesday, 18 October 2005, 18:00 CDT

By Richard Lee, The Stamford Advocate, Conn.

Oct. 18--Contestants on NBC's The Apprentice: Martha Stewart got a hands-on lesson in customer service recently when they visited Stew Leonard's mega-dairy stores in Norwalk and Yonkers, N.Y., for a segment of the reality series that appears tomorrow at 9 p.m.

On the fifth episode of series, candidates discover how seriously the company stands by the statement, "Rule No. 1 -- The Customer is Always Right"; Rule No. 2 -- If the Customer is Ever Wrong, Re-Read Rule No. 1." Stew's golden rules are inscribed on 3-ton boulders set at the front of the stores.

The Apprentice contestants' visits to the stores were part of an order from the domestic diva to develop, promote, package and merchandise a product to be offered at Stew Leonard's starting Thursday. A source who asked to remain anonymous said the effort resulted in the development of a salad dressing by the winning team; the dressing will be manufactured by Unilever's Wishbone unit.

A spokeswoman for NBC Entertainment declined to comment on the record late Monday. A Unilever spokeswoman did not return calls requesting comment. Norwalk-based Stew Leonard's was chosen for The Apprentice: Martha Stewart after Meghan Flynn, the grocery chain's public relations director, contacted the producers of the original Apprentice series, which features multi-millionaire entrepreneur Donald Trump.

"The producers remembered Stew Leonard's. We're thrilled. It was very exciting," Flynn said, commenting that the company had to sign a confidentiality agreement. When customers asked about videotaping going on inside the stores, management answered by saying a marketing piece was being recorded, she said.

Despite the need for management to dance around patrons' questions, Stew Leonard Jr., president and chief executive officer, said he welcomed the contestants and film crews.

"We are thrilled to be part of this show, and Stew Leonard's was a perfect location for this task, because of our unique retailing concept," he said. The chain has become famous for its customer service and unique way of marketing farm products and other items.

The Norwalk connection is the second announcement this month involving Martha Stewart Living Omnimedia.

The production company said it was linking up with Discovery Communications to produce a series about a group of women who are going through difficult periods in their lives and will learn trades will renovating a house at 384 Flax Hill Road in Norwalk.

Stewart's company, whose TV studios are located on the Norwalk/Westport town line, bought the house for $700,000.

Plans call for the television series to air next year on one of Discovery Channel's 16 U.S. networks.

Stewart, who is making a comeback after serving a federal prison sentence for allegedly lying to investigators about an inside stock sale, lived in neighboring Westport for more than two decades.

-----

To see more of The Stamford Advocate, or to subscribe to the newspaper, go to http://www.stamfordadvocate.com.

Copyright (c) 2005, The Stamford Advocate, Conn.

Distributed by Knight Ridder/Tribune Business News.

For information on republishing this content, contact us at (800) 661-2511 (U.S.), (213) 237-4914 (worldwide), fax (213) 237-6515, or e-mail reprints@krtinfo.com.

MSO, GE, V, EX,

Source: The Stamford Advocate, Stamford, Conn.

More News in this Category