As the 2020 Robert B. Wegman Award for Entrepreneurial Excellence recipient, Mark Skogen, chief executive officer of Festival Foods, pushes for new and innovative in-store experiences to better serve the customers. He said, “There are more ways to interact with guests in the digital age, but it’s still about being good to people and meeting and exceeding their needs.” Programs like Festival Foods’ Mealtime Mentors leverages technology, while retaining personal customer-concierge services, to maintain loyalty with shoppers. Festival Foods is grounded in its Wisconsin community and has scaled to more than 30 locations. Festival Foods sponsors various community events each year, including the Festival Foods Turkey Trot, Festival Foods Fireworks, Food for Neighbors, and Paw Away Hunger — all using imaginative ways to engage today’s shoppers and communities. Skogen is a third-generation grocer, having worked in a variety of positions across the company, including department manager and store director, before transitioning to the president and CEO role in 2006.