WHAKATĀNE New World has gone through several changes since 1984, but at least one thing has remained the same: Christine Burke’s presence.

Mrs Burke has worked for the company for longer than many of her colleagues have been alive, joining when it was known as Foodcents and located on The Strand, sharing a building with furniture and homeware store Meikles.

She started as a checkout operator having to manually enter grocery prices into the till – no barcodes then – and as a grocery assistant in the health and wellbeing aisle.

Mrs Burke then worked her way up to assistant checkout supervisor, manager, and, after maternity leave, returned to work as a checkout supervisor.

The job has been a fulfilling one for Mrs Burke, who enjoys the connections she has made with the regulars.

“Being here for so long, people have had kids and now they’re having kids. You make a bond and follow through,” she said.

“It can be a real social place. People don’t see their neighbour for months, but they come into the supermarket and stand yacking with them for half an hour.”

The continued bonds go for past employees, too, with one former colleague now living in Australia with his own children, but his parents keep the team up to date during their regular grocery shops.

Mrs Burke has worked for six owners, seen the Lotto NZ counter be installed, and the rise in popularity of self-serve checkouts.

In the early days, the supermarket would not open on weekends, with late-night shopping on Thursday and Friday.

New World shifted location 21 years ago to its current spot, a brighter, bigger store which has also seen several renovations during Mrs Burke’s employment.

It has had walls removed, the Lotto counter shifted, changes to the cafe and just recently, new chillers and freezers installed.

New World Whakatāne owner Bruce Jenkins described Mrs Burke as the epitome of customer service, and something for others to aspire to.

“She provides fantastic customer service, and the customers love her,” he said.

“Her loyalty speaks volumes.”

And with four decades under her belt already, she is showing no signs of slowing down.

2024 New World Whakatāne awards

NEW World Whakatāne closed early on Saturday to roll out the red carpet and celebrate the long service and achievements of staff including Christine Burke.
Service awards

• 10 years’ service: Alan Cole and Ngahina Daniels
• 20 years: Delwyn Dillon and Helena Hannah
• 40 years: Christine Burke

Value awards

• Think Customer Value Award winner: Aaron Israelson
• In it Together Value Award winner: Anita Cronin
• Courageous Value Award winner: Acacia Hawaikirangi
• Above the Line Value Award winner: Sue Weatherley

Special awards:

• Rookie of the Year Award winner: Emma Bradnock
• Positive Attitude Award winner: John Tahuri
• Presentation Award winner: Olga Hikawera and Ryan Schwass
• Most Improved Award winner: Aku Tiopira