Celebrating Our First-Ever Upshop Customer Awards 

At Altitude 2026, we did something we’ve never done before: we stopped to celebrate you. 

Over two days, we talked a lot about technology, AI, and the future of retail operations. But the best part of Altitude has never been the product demos or the keynotes. It’s the people in the room — the operators, leaders, and teams who show up every day and do the hard work of running great stores. 

This year, we created the Upshop Customer Awards to recognize six organizations doing exactly that. Here’s a look at the winners. 

Human Impact Award: Gelson’s 

For making a difference for teams and customers every day 

Gelsons

Great retail starts with great people — and no one embodies that more than Gelson’s. Throughout their work with Upshop, one question has guided every decision: how do we make life easier for our teams so they can better serve our customers? The answer shows up on the front lines every day, in the form of simpler store execution, better visibility, and associates who have the tools they need to succeed. 

Congratulations, Gelson’s — this one’s for your people. 

Operational Excellence Award: The Fresh Market 

For best-in-class execution at scale 

The best operators make hard things look easy. The Fresh Market makes it look very easy. 

What sets them apart isn’t just how they’ve implemented Upshop — it’s the culture they’ve built around it. Discipline, consistency, and a relentless focus on execution at every level. They’ve turned operational fundamentals into a competitive advantage, and the results speak for themselves. 

Congratulations, The Fresh Market, on setting the standard. 

Rising Star Award: Longo’s 

For an exceptional start and rapid impact

Some customers take time to find their footing. Longo’s didn’t need it. 

From the very start, their team approached implementation as an opportunity — not an obligation. They moved quickly, drove adoption at every level, and delivered meaningful results faster than almost anyone we’ve seen. The energy and commitment they brought to this partnership has been something special to watch. 

Welcome to the winner’s circle, Longo’s. We can’t wait to see what comes next. 

Trailblazer Partner Award: Wegmans 

For innovating together and shaping what’s next

The best innovation partners don’t just use technology — they help build it. 

Wegmans has done that with us, time and time again. They’ve pushed us to think bigger, piloted new capabilities before anyone else, and given us the kind of honest, real-world feedback that makes products better for everyone. Many of the features our customers rely on today exist because Wegmans was willing to go first and tell us exactly what they thought. 

Thank you, Wegmans, for helping shape what’s next. 

Industry Leadership Award: Festival Foods 

For elevating the industry through collaboration and leadership 

Great retailers compete. The best ones also collaborate. 

Festival Foods has always been in the second camp. Whether sharing best practices, participating in customer conversations, or helping peers think differently about what’s possible, they’ve consistently given back to the community around them. The grocery industry is stronger because of the way they show up — and so is ours. 

Congratulations, Festival Foods, on leading the way. 

Strategic Partner Award: Weis Markets 

For collaboration and long-term partnership 

Some partnerships are measured in contracts. The best ones are measured in trust. 

That’s the word that comes to mind when we think about Weis Markets. They’ve celebrated wins with us, challenged us when we needed it, and engaged in the kind of honest, ongoing dialogue that helps us build a better product and be a better company. The relationship has always been grounded in transparency and a belief that we accomplish more together than apart. 

Thank you, Weis Markets, for everything this partnership represents. 

To all six winners and to everyone at Altitude 2026 — thank you. 

These awards recognize six organizations, but the work happening across our customer community is something worth celebrating every single day. We’re proud to be on this journey with you, and we can’t wait to see what you accomplish next.