For independent grocers and the wholesalers that serve them

Why Independent Grocers are the "Natural" Choice

Recently The Telegraph newspaper from the UK reported that Dr. Brian Wansink, author of Mindless Eating, and a food psychologist at Cornell University claimed through his research that the average person makes about 200 food related decisions per day. The question on the minds of many independent grocers upon hearing that news is very likely, “How can I help you?”

Unlike the big box stores that pile up mountains of merchandise and entice shoppers through price gimmicks, I've recently found success in my store by using people's interest in the quality, or more aptly, the qualities of their food, to help consumers make informed decisions that assist them in achieving various personal goals related to their health and well being.

Luckily for me, not so lucky for my wife, we discovered that Martha has numerous food allergies and sensitivities. Over the last five years we have struggled as a couple in achieving a diet that is both rewarding to our desire for wonderfully flavourful food, as well as ensuring that Martha's health is not compromised by poor food decisions. I say “luckily for me” because this experience has forced me to consider how I approach our family's grocery shopping experience, and makes me more sensitive to the needs of my customers as they struggle through their own food challenges.

Prior to our store's operating as a true independent, we spent the better part of two decades under various franchise banners. We still purchase from a major wholesaler for many of our mainstream products, but the flexibility afforded by being an independent has allowed me to develop our business in such a way that I can spend less time executing standard operating procedures on behalf of a franchisor, and more time being attentive to the needs of my customers. True, 20 years ago grocery stores were a far simpler place. Doctors weren't as aware of food sensitivities or food related diseases, and natural food products were largely relegated to bulk food and natural food stores. However, with increased awareness of many food related conditions I find many of my customers looking to make a connection between their food and their well-being.

As an independent grocer, this increased focus on quality health outcomes through better lifestyle choices has changed my role in many ways. No longer am I simply a retailer, increasingly I'm quasi-dietitian, holistic practitioner, food-mentor, and purveyor of products that can provide comfort and quality of life for afflicted individuals. Now – one word of caution – it is always important to allow customers to make their own decisions, and when in doubt recommend that customers consult a physician or dietitian about their concern or condition.

Recently our store partnered with various vendors, and the dietitian from our local community health centre to organize a gluten-free event and sale. The dietitian was on hand to dispense information and to make connections with celiac and gluten-intolerance sufferers. Vendors helped with sampling, promotional materials, and product features.

Financially, this type of event is not an overnight success. With celiac disease, you're targeting 1% of the population. However, by taking one night and focusing gluten related food restrictions we had an audience of genuinely interested individuals who were very appreciative that we took the time to think of them. Being on the floor, listening to the concerns and the wishes of this group allowed me the opportunity to further understand their needs and to ensure that we are doing everything possible to make them feel appreciated by our company.

Simply stocking products that promote well-being isn't the secret to being a successful food retailer. Our customers are looking for help understanding the decisions that lie before them and give their loyalty to those retailers that take a sincere interest in making that information both available and easily understandable. You can't do that with a price rollback.

Tags: celiac, foods, gluten, grocer, independent, natural, well-being

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Comment by Gail Gardner on January 12, 2012 at 1:47pm: I forgot to mention Marcal Small Steps recycled paper products. Their toilet paper is excellent - almost but not quite as soft as the super-soft varieties many people prefer - and they make a compelling case for saving trees. Until I read their site even I was not aware that most super soft toilet paper is made from virgin trees.

What they sell is NOTHING like the cheap scratchy commercial toilet papers or most other recycled brands (except Seventh Generation which is also of better quality).

Comment by Gail Gardner on January 12, 2012 at 1:33pm: Hi Neil,

Thank you so much for confirming for any others who will be reading here that what I am recommending does indeed work. Although Google does have a virtual monopoly on organic and paid search, I have proof in a case study that getting listed in the dozens to hundreds of tiny directories and niche Web sites got one business I advise 75 visitors to every 100 Google sends them. That will be of critical importance as Google continues to favor big brands and push everyone else down in the search results.

There is much more any store that stocks for the customer who is willing to drive 50-100 miles to buy what they want can do to make sure they know YOU have it. I have an entire write-up on how to get in all those niche sites, the infoUSA database that feeds the GPS, cell phone and handheld market, and which of all those local directories are most important.

Traditional methods are key here, too. Product positioning in the store, providing printed info and Web pages explaining why consumers would want to use each item, making sharing your information on social media and through email simple, and providing excellent content with Twitter length sound bites and getting it to the influencers who can best spread it.

Most people are not aware that much of what Whole Food sells is NOT any healthier - just more profitable for them and the manufacturer. What we really need is simple and the brands involved are few:

Dr. Bronners organic soaps - their almond oil is far and away the best-seller so you could carry just that one. They also offer Sal Suds - an all-purpose cleaner that is excellent.

Seventh Generation for laundry soap, dish soap, household cleaning products, chlorine-free diapers, paper products (toilet paper, papertowels, trash bags made of recycled materials) http://www.seventhgeneration.com/

Fluoride-free toothpaste. In many superstores there is not ONE single alternative that does NOT contain fluoride! I like Dr. Jaikaran's Herbodent - one of the few things I pay extra shipping on because it is so hard to find even online.

Aubrey's Organic or some other local company that sells shampoo, cream rinse, facial cleansers, etc.

Aluminum-free baking powder (and anything else aluminum free you can get)

Organic dairy products (I have to research that further - the best brands keep getting bought out and then they're suspect.)

Coconut oil (the best and only truly healthy oil to cook in).

Organic Olive Oil (for cold uses).

Bread without aluminum or high-fructose corn syrup in it. Ezekial Bread is particularly good but there are others.

Commonly used homeopathics like Traumed aka Traumeel cream and tablets (Traumed/Traumeel is MUCH more effective than Arnica creams).

Put these products in their own section so that people who are serious about health can discover related products. (You can also put them next to the traditional products if you wish.)

Have a section for commonly used products that do NOT contain high-fructose corn syrup such as salad dressings or have a "Healthy" Label or something similar to draw attention to them.

Use ewg.org to check products to find out which are actually healthier and which aren't.

All the small business marketing and Local information is on my blog, but I have so much that I encourage people to ask me so I can give them the specific links they most need in priority order.

Comment by Neil Kudrinko on January 12, 2012 at 9:22am: Thanks Gail. I just went on Google and beefed up my local search listing. Having the right products is key. You're right that you don't need aisle after aisle of natural foods to attract a devoted shopper. The 80/20 rule is more than sufficient to build a strong alternative business. I will order some of the more obscure products for customers on request, but for the most part many of my customers are looking for a good basic assortment of products to meet their particular needs. I stock about 400 to 500 SKUs of natural and health products to compliment my conventional offerings. Because my overhead is lower relative to natural food stores I can often beat their prices by 10% and still make a healthy margin. These 400 to 500 SKUs may not generate the turns that my regular products do but they make my store a destination for many shoppers who in turn buy the rest of my offerings too. Recently I ran a gluten free ad with 8 products lines represented. One customer I managed to attract drove about 15 miles to my store. She was floored by the availability of product that she had been previously traveling an hour across the border to upper New York state to buy. Marketing your differences is certainly key to building a successful business. Thanks for the tips and encouragement.

Comment by Gail Gardner on January 12, 2012 at 12:58am: Take this idea - which is a good one - and take it further. Did you know you can add specific products, brands, and keyword phrases to the free local search listings you can get from major sites like Google Places, Yahoo Local, SuperPages, Merchant Circle, etc.? (Do NOT do those manually - there is a MUCH easier way!)

Besides what you've already done there are a dozen to two dozen high demand products that are hard to find. In the U.S., people who want them either order them online or drive by dozens of grocery stores to get them at stores like Whole Foods or Central Market. You don't need their inventory - all you need is that handful of products and a way to let people who want them know you have them - and I know how to do that.

I provide free information to any small business that asks for it and have written up strategies and best practices for how to use social media, optimize local search directory listings (free advertising on major sites), and collaborate with bloggers who already have followings who support good causes and ethical busiensses freely. I hope to hear from independent grocers and anyone who wants to know more. There is a contact tab on my blog and all kinds of information there.

Comment by Vincent P. Calvillo on June 30, 2011 at 6:06pm: Nice article Neil. I spent many years with United Natural and we served the country and some Asian retailers as well. I can tell you that the independents do a marvelous job in merchandising and training staff on all the items carried. It is a real pleasure shopping at stores like Jimbo's in San Diego or Mothers Market in Orange County.

Comment by Neil Kudrinko on June 18, 2011 at 4:54pm: I couldn't agree with you more Tony. In addition to our traditional store departments, we have a full catering service as well. We generally try to make all of our meals as accessible to as large a portion of the population as possible. Last year we did a roast beef dinner for 500 people. We made everything from scratch and with the exception of the pasta salad and the dinner rolls all of the food was gluten free and dairy free. You can make food more broadly accessible without compromising the taste. It just takes a little effort and planning. Out of the 500 people at the event we had 10 to 15 approach us about various food sensitivities. They couldn't believe we made their equal enjoyment of a great meal our number one priority.

Comment by Tony Orlando on June 18, 2011 at 3:55pm: good job.. we expanded our gluten free, diabetic, and organics years ago, and for the most part, it has done ok. i also am diabetic, and have created many homemade desserts, and salads in our scratch deli. the results have been awesome, as people with diabetes call us for homemade agave nectar pumpkin pies, pumpkin cream cheese rolls, nut rolls, and agave nectar nut clusters. all of them do well, and the commitment to the quality is there. be proactive, and fill the niches the big boys won't, and success is waiting for you, BUT remember to use the best ingredients, so it tastes good as well.

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