Dallas, TX — The Hershey Co. is the recipient of 7-Eleven, Inc.’s 2009 Retailer Initiative Award, the second time the company has taken the honor and the first time any supplier-partner has won twice, according to 7-Eleven.

Hershey was selected for its across-the-board efforts in the confectionery category, specifically increasing efficiencies, identifying and responding to consumer trends, accelerating product innovation, excelling at item-by-item management and supporting 7-Eleven’s marketing efforts, the company says.

Hershey’s merchandising efforts helped it win the award, including 7-Eleven’s tie-in with Japanese character, Domo. During the promotion, Hershey quickly produced a cardboard standee of the character and worked with Mars, Inc. for a sales promotion involving Reese’s Peanut Butter Cups and Snickers, offering a $1-off coupon with the purchase of a Big Gulp fountain drink, the company says.

“While our customers’ needs continually change, Hershey’s expert innovation and management in the confectionery category is a constant we can count on,” said Jesus Delgado-Jenkins, 7-Eleven senior vice president for merchandising and logistics. “The Hershey team provided critical leadership among our confectionery suppliers during a significant merchandising re-set in our stores because they believed in the new plan. Their willingness to bring competitors on board in this effort paid big dividends for all of us.”

Retailer Initiative is 7-Eleven’s strategy for providing customers with what they want through product management at each store, the company says.