Many companies reach out into their communities. Community Pride

Many companies reach out into their communities. Community Pride Food Stores, a five-store Virginia Lottery retailer in Richmond’s inner city, has reached deep. Johnny Johnson; president and chief operating officer, opened Community Pride in March 1992. In just 18 months, Johnson has established his stores as a beacon of community involvement. His involvement begins with young .people. To motivate students attending schools in the city of Richmond, Johnson established the High Achievement Program. After each grading period, Johnson’s chain and other sponsors invest more than $40,000 by rewarding students who make A’s and B’s or who have an excellent attendance record. “Sometimes it’s not enough to say ‘You did a good job’ to these kids,” says Johnson. “They need a reward that’s tangible.” The High Achievement Program gives students special treats—candy, soft drinks, a certificate, even their name on the radio—for their efforts. Parents are involved as well: Families of high achievers receive a 10 percent discount on their groceries the next time they shop at Community Pride. Johnson says 93 percent of the eligible students currently participate in his program. “We make it a family affair because education should be about family,” says Johnson. Johnson has provided jobs for 181 employees at his stores. More than 70 percent live within three miles of the store where they work. Perhaps his most creative hiring practice was putting 30 homeless men and women on the payroll. “They were on my property day and night,” he says, “so finally 1 gave them jobs—cleaning the lots and the stores. It gives them—it might sound corny—it gives them pride in their community too.” Community Pride is sowing the seed of investment on fertile soil. Before Johnson bought the first four locations, they grossed about $13 million in sales. Now, these same four locations—operating as Community Pride—have reached more than $16 million in just one year. With the addition of a fifth location, the chain expects to exceed $20 million in sales in 1993. Lottery sales have been a key to this success. Johnson sells all active instant games as well as Pick 3, Pick 4, Lotto and Cash 5. Others have noticed Johnny Johnson’s community involvement. Governor L. Douglas Wilder presented a certificate honoring his achievements. Richmond television station WTVR-TV6 honored his efforts with the High Achievement Program. The 30-year-old entrepreneur says, “I’m old-fashioned. I see lots of problems with our society. But if I don’t do my part, I’ll be part of the problem. And I want to be part of the solution.”

“I want to be

part of the

solution."