That's good news. I've been under the impression that he's doing ok in the UK just because that's where the first couple of Dan Fante books I came across were printed and sold. Glad to hear they were promoting him as a good writer.
My store has a similar program called "Discover Great New Writers" and about 60% of the time, the author is actually new (the other 40% of the time the author has had a bestseller or two, like the author of Eat, Pray, Love or the author of The Time Traveler's Wife).
And almost all book stores have shitty poetry sections. Well the exception would be the largest of the corporate chains and the indie literary stores...