For more than two decades, Justin Schofield has been a familiar and friendly face in the New World Whakatāne carpark.

Staff and family gathered on Wednesday to celebrate his service to the store, with owner operator Bruce Jenkins highlighting the deep connection he has built with customers and colleagues over the years.

He has been working at the store for more than 20 years, with this week’s special recognition marking 10 years of continuous service after an 18-month break in his employment in 2014.

“I remember coming to town in 2004 and as a customer meeting Justin shortly afterwards,” Mr Jenkins said.

“Today we’re recognising 10 years’ continuous service and acknowledge over 20 years of being part of the store.”

A recent New World Whakatāne Facebook post asking customers what they valued most about the supermarket drew more than 500 responses, with “Justin” appearing in the comments again and again.

“Overwhelmingly, Justin was the one most mentioned,” Mr Jenkins said.

“People love him. He’s friendly, helpful, and he’s become part of the fabric of this store.

“I also want to acknowledge our staff here, that really help look after Justin, especially some of our ‘camp mothers’, that make sure he’s looked after, cared for and abiding by health and safety measures, especially working in the carpark, which is a high-risk area. The team here are like family,” Mr Jenkins said. “That’s the culture of New World Whakatāne, which I’m so very proud of; staff here really care for each other.”

His daily role involves collecting trolleys in all weather conditions, rain, hail or shine, and greeting shoppers as they come and go.

“He’s dedicated, committed, out there doing the job every day,” Mr Jenkins said. “And he likes talking to the customers.”

“Yes, I do,” Justin was quick to confirm.

His mum, Di Schofield, said it was special to see the recognition he received from the community. “People tell me he’s so good, he’s so helpful.”

Customers often stop for a chat, and he is well known for his friendly greetings and steady presence in the carpark.

“He’s a bit of a local celebrity; you can hear his name called out across the carpark,” store manager Daniel Benbow said.

The morning tea celebration filled the New World staff room and included Justin’s mother, sister and brother-in-law.