Geraldton Fruit and Vegetable Supply took home two awards at the recent 2011 Western Australian Fresh Produce Retailer of the Year Awards in Perth.

The iconic Geraldton fruit and vegetable market was recognised as the top retailer for Excellence in Apple and Pear Retailing and Excellence in Banana Retailing from over 60 nominations around the state.

Owner Joe Priolo and son Charlie accepted the awards at the Market City Ball and Awards Night at the Burswood Casino on July 22.

A mystery shopper selected the local store over major supermarkets and independent grocers from around WA, for its produce quality and display stock and excellence in customer service.

Joe and Mary Priolo started the business over 40 years ago.

Since then it has become affectionately known to many locals as Priolos.

Joe came from a strong background in market gardens and originally operated the business out of a shed at the back of the current shop, using his truck to deliver fresh produce to people’s homes.

Daughter Mena Priolo reminisced about her first days working in the shop.

“I was nine years old when I first started working here and I’ve been here ever since.

“My brother Charlie was only seven and he was Dad’s shadow, following him around wherever he went,” she said.

The business has now moved into a third generation, with Mena’s children working at the shop on a Saturday morning.

Mena said the recent awards were very humbling.

“It is very rewarding to get that acknowledgement.

“It has been extremely hard work but it’s the loyalty and support from our customers that has got us to this point,” she said.

Mena said the awards wouldn’t have been possible without the hard work and dedication of the staff.

“We are very proud of the staff.