WHITE SULPHUR SPRINGS W.Va. (WVDN) – Some people improve our world by doing small, seemingly unimportant things such as smiling, holding the door or paying it forward. These little things can make a rough day simply better than it was. Then, some people truly affect a community, people or a cause just by being humble, steadfast and devoted individuals; every day without fail. Howard Fraley, store manager of the White Sulphur Springs Food Lion, isn’t your typical grocery store manager. He’s been quietly making a big impact on his community for over 40 years, earning him not just the loyalty of his customers but also regional recognition. He has recently been named manager of the year for the entire Blacksburg region.
Fraley is a West Virginia native who grew up in White Sulphur Springs. As a sophomore in high school in 1982, he decided he needed a job to add to his already busy schedule as a sports fanatic. He began honing his customer service skills at the former Lewisburg Food & Produce in 1986 and then moved to Food Lion in Covington, Virginia.
As a young person who loved sports, having a job meant he could support his hobbies and simultaneously learn a valuable trade. A go-getter from the start, the story that evolves is one of extreme dedication and putting others first.
“We all have regrets at the end of life,” says Fraley. “I’m just trying to minimize that little by little.” Moving to the White Sulphur store in 1997, the beginning of something great was about to happen. A multi-billion dollar company would gain a key player in the art of cloaking its corporate presence, into a small ‘Mayberry’ type treasure, in which the people would reap the benefits of his quiet servitude for years to come.
When Fraley was presented with his award for 2024, he humbly disclosed that this was not his first time. He was recognized for the same devotion in 2012 and 2016. In 2007 he was awarded store manager of the year for the entire Northern Division. For over 40 years he has worked with over 500 Food Lion stores in grand openings, company initiatives and leadership.
Fraley’s commitment to the community is evident in the store’s significant contributions. Over recent years, the White Sulphur Springs Food Lion, under Fraley’s leadership, has donated approximately $30,000 to local causes. This includes partnering with schools to provide ‘Snak-Paks’—weekend bags of healthy snacks and fruit—for over 200 children facing food insecurity. The store also provides an annual $5,000 donation to White Sulphur Springs Elementary School, directly supporting educational programs.
Fraley and his wonder team spearhead over 47 community events regularly which consist of random surprise luncheons he calls “Tours of Appreciation” for local police, school staff, first responders and the 911 call center. Once a year, a special luncheon consisting of delectable deli trays and huge spreads of delightful foods is prepared and delivered in sincere appreciation of their commitments to the populace.
Additionally, there are many other “small things” (as he puts it) that they help with. This includes helping to remodel the local food bank headquarters with new shelving and then fully stocking it with sundries, food and supplies. They have also donated quietly for many neighborhood events and trials such as providing fruit for an appreciation lunch for creek clean-up crews or feeding and caring for the masses when tragedy strikes; like the 2016 flood.
“You never know what life will bring,” he expresses. “You never know when you might need to be on the receiving end. At any time, it could be me.”
Howard Fraley vehemently states that the credit belongs to his team of employees. “I am nothing without them. We are a family that serves families. We work hard to offer the very best. Our customers come first, whether it’s a ritzy occasion or a daily shopping excursion, each and every guest is important. We offer the very best. It belongs to the family. We strive to give quality customer service every time.” His favorite phrase is, “It’s 95% about people…and, we sell groceries!”
Fraley’s commitment to his hometown is evident. He and his wife chose to raise their family in White Sulphur Springs, even though career opportunities existed elsewhere within the company. He actively participates in the community, reading to children during summer break and supporting local growers by offering their products in the store. He loves to support The Energy Express Program at local schools. They share snacks and fun with a celebration meal at the end of the season.
The White Sulphur Springs Food Lion also supports local growers and farmers, offering the public locally grown and produced products like jams, chips, craft beer, pepperoni rolls and West Virginia wines. The store is always sparkling clean with glossy floors, well stocked, convenient and the customer service is bar none. There are no self-checkouts at Food Lion. The quality items you want and need are readily available. If not, they will try to find it for you. If you’re looking for something, someone doesn’t just point you to an aisle, they walk with you assuring that the customer experience is seamless from start to finish.
Howard Fraley is a shining example of how a business leader can make a positive difference. His dedication to his community and his employees makes the White Sulphur Springs Food Lion a true asset to the town.
