Consumer Choice and the Opportunity for Local, Regional Foods Presented By: John King, President Apis Group, LLC
Food messaging drives our anticipated experiences.
Bro Dips Frito Lay.
Single Crisco Stick Smucker s.
Shelf-Stable Package Musco Olive Company
In-house discussions intended to prove consumer messaging acceptance led to a part time stock clerk job at Publix.
Publix #617 (Watkinsville, GA)
Approximately $43MM annual sales (top 5 busiest store in the Atlanta division). University of Georgia Located in Oconee County (wealthiest county/capita in GA). Total 185 stores in GA. Total 1,136 stores in 7 states. Considered #1 - #3 best US supermarket chain by numerous publications.
Responsibilities Stock shelves and answer shopper questions. Unload product deliveries. Frozen Refrigerated High Velocity Low Velocity Product shelf presentation ad nauseam
Unexpected Observations Peer involved conversations about unhealthy food products. Inability to see packaged products right in front of me. Observation discussed with Dr. Andrew Hurley (Eye Tracking Expert Clemson University) Men really do follow the lead of female shoppers
Men and the lists prepared by wives/girlfriends/mothers. She wants this specific brand. Several similar-product brands are available. I need to call her to make sure this (brand) is OK.
The breadth of what customers say when shopping
Isle #6 (Extremely Busy - Cereals and Breakfast Related Products) I buy Kashi cereal because it does not contain roundup. I love Captain Crunch, but I know it will rot out my teeth. They (cereal manufacturers) are trying to trick you. Why isn t there something better (referring to cereals). Breakfast bars are just like candy.
Isle #8 (Canned/Shelf Stable Meats, Canned Fruits) It (Hormel Compleats ) is better than macaroni and cheese. Very young shopper addressing her mother when asked why she likes to eat Compleats. None of my colleagues recall seeing shoppers purchase the product (LV delivery). Food & Beverage (August 2010) discussing Hormel s plant and product.
Isle #11 (Busy and Very Emotional - Pet Foods and Associated Products) I need to know that she (cat) will be happy. Statement originated from a senior shopper ( 70 years?) discussing why she spent several minutes looking at the front face of a can (cat image). Qualitative observation pet food isle is more emotionally driven than purchases made on Isle #4 (baby food, diapers, feminine products, birth control, pregnancy tests *, vitamins, and adult nutrition bars).
Isle #14 (Popcorn, Bread, Water, Nuts, Peanut Butter, Jelly) Planters (branded nuts) are healthier than Publix (branded nuts). I m trying to get my husband to eat better (referring to nuts). Senior shopper ( 60) discussing why four PETE O 2 barrier Planter s bottles were in her basket. When discussing known health habits of nut consumption, she bought several more bottles. I don t trust tap water (reason for purchasing bulk water).
Rear Breezway (Yogurt Display) How is Publix yogurt better than the others? I don t know what yogurt is healthy for me. Bottom statement was a direct question from a younger customer ( 30). Question led to a discussion about probiotics, sugar, available products, and specific goals.
Isle #15 {Frozen Pizza, Frozen Entrees (e.g. Lean Cuisine)} I decide what {frozen entrees (e.g. Lean Cuisine)} by looking at the front face of the package. Middle-aged female shopper answering a direct question about purchase intent. Question was asked based upon how Publix requires unstable frozen paperboard packages to be blocked.
Final Generalized Observation Older shoppers move through the store morning/mid-day/early evening. Younger shoppers (e.g. millennials, professionals leaving work) shop late afternoon/evening. Older shoppers appear to purchase food ingredients vs. meals.
Farmview Market Madison, GA
Standard supermarket farmers market hybrid.
Attractive café (left) and butcher shop (a literal barn frame within a building) to welcome shoppers.
Model is to promote organic locally grown products, including hyper local.
US 441 south of I-20 10,000 cars/daily (I-20 has a much higher volume) Farmview Market Marketed via billboard, web-site, Facebook, word of mouth, various publications (e.g. Lake Oconee Living), and GA agritourism.
Market is the vision of one family who has worked and farmed in Morgan County, GA for several generations. Brad Kelly (President) - Morgan County residents did not have an option to Ingles, Wal-Mart, and Kroger. Clearly understood that a business model had to be outside of a standard farmers market to survive.
Model is to adopt the established locally grown markets in the Northeast (New England) and California. Engage and Educate Consumers How food is grown How to prepare food Meet local and regional producers Commercial kitchen licensees (in-person and static displays) Cottage licensees (in-person sales only)
Vidalia Onion Committee www.vadiliaonion.org
In-person sales occur within the store; and spring through fall Saturday markets. Covered, concrete floor commercial space located adjacent to the main market Accompanied with music (including live bands) and raffles Promotes exceptional interaction Promotes Health and Wellness
Economic model is working. However, some aspects of standard supermarket retail must be adopted. Some consumers want Heinz ketchup instead of an organic, local variety.
Consumers still want convenience. Locally grown foods have to be easy to understand; and not held in suspect. Producers want convenience as well. Farmview Market is expanding. The next phase is the construction of a creamery adjacent to the existing facility {sell products from Johnston Dairy (Morgan County, GA dairy farm)}.
More can be learned via https://farmviewmarket.com. Conclusion Both Publix and Farmview Market use specific messaging to attract and retain customers.
Additional example of community driven food that consumers want and trust. Staple House Restaurant, Atlanta. CBS Sunday Morning (November 20 th, 2016) How One Restaurant Nourishes the Soul
Consumer Choice and the Opportunity for Local, Regional Foods Presented By: John King, President Apis Group, LLC