Weis Markets and Rouses Markets each earned multiple Gold Awards in the National Frozen & Refrigerated Foods Association’s 2026 March Frozen Food Month Golden Penguin Awards, which recognize marketing programs that elevated consumer awareness, drove category growth and celebrated the value of frozen foods with shoppers nationwide.
Weis took Gold in the In-Store Event, Private Brand Campaign and Social Media Campaign categories, while Rouses won Gold for Community Involvement, In-Store Display and Overall Marketing Campaign among retailers. Houchens Food Group placed five individual stores across the Gold and Silver In-Store Display categories.
In all, the association awarded 28 Gold Awards and 25 Silver Awards across multiple categories. Each year, NFRA honors efforts led by retailers, manufacturers, wholesalers, sales agents and industry partners for creativity and commitment to advancing the frozen food category.
“As consumer preferences continue to evolve, frozen foods remain a relevant solution for households seeking flexibility, variety and value,” said Tricia Greyshock, president and CEO of NFRA. “The programs recognized through this year’s Golden Penguin Awards reflect the passion, creativity and commitment our members bring to help consumers discover frozen food solutions that simplify mealtime and deliver meaningful value every day.”
Gold Award winners
- Community Involvement – JOH; Rosina Food Products; Rouses Markets
- In-Store Display – Chris’ Food Center; Harps Food Stores; Houchens Food Group Store No. 463; Houchens Food Group Store No. 487; Rouses Markets
- In-Store Event – Chris’ Food Center; Weis Markets
- Overall Marketing Campaign, Local Association – FRFC of Northern California
- Overall Marketing Campaign, Manufacturer – InnovAsian; Mrs. T’s Pierogies; PuraVida
- Overall Marketing Campaign, Retailer – Brookshire Grocery Company; CTown and Bravo Supermarkets; Northeast Grocery Inc.; Rouses Markets
- Overall Marketing Campaign, Sales Agent – JOH; Schraad Sales and Marketing
- Overall Marketing Campaign, Wholesaler – Associated Grocers Inc.; MDI; UNFI Central Region
- Private Brand Campaign – Save A Lot; Weis Markets
- Retail Dietitian Wellness Program – Mackenthun’s Fine Foods
- Social Media Campaign – Harps Food Store Inc.; Weis Markets
Silver Award recipients included Weis Markets, Rouses Markets, Chris’ Food Center, Mackenthun’s Fine Foods and multiple Houchens Food Group stores, along with The Campbell’s Company, AWG, Douglas Sales Associates, Kayco/Dorot Gardens and the North Florida Frozen Refrigerated Foods Association. The complete list of winners is available at nfraweb.org.
Winning programs reflected key marketplace trends, including omnichannel shopper engagement, strategic use of social media, health and wellness messaging and collaborative retailer-manufacturer partnerships.
Gold Award recipients will be recognized during the Golden Penguin Awards Luncheon Oct. 20 at the 2026 NFRA Convention in National Harbor, Maryland, where the association also will reveal its Top Marketer Awards, reserved for the highest-scoring entries in the Overall Marketing Campaign categories.
NFRA is a nonprofit trade association representing all segments of the frozen and refrigerated foods industry. The association sponsors national promotions including ReDiscover Dairy & Frozen in January, March Frozen Food Month, June Dairy Month and Summer Favorites Ice Cream & Novelties, and provides consumer information through its Easy Home Meals website and social media properties.