Progressive Grocer Independent

DEC 2016

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Cover Story Oliver's Market 12 | Progressive Grocer Independent | December 2016 the My Fit Friendly Foods, which are 400 calories or fewer per serv- ing, and Classic, with an emphasis on comfort ingredients like cheese, butter and gravy. In the produce department, the message of the store's commitment to real food and real people, as well as its desire to give the customer a choice, plays a large role. Sales are almost evenly split between conven- tional items and organic, while in the Windsor store, local products — part of that "real people" mantra — make up about 14 percent of sales. "at's huge for us, because we don't have local bananas, local avocados," says Mike Peterson, produce coordinator. "ose big commodity items, we're probably not going to have local op- tions." Bananas remain the top-sell- ing item in the department, followed by avocados and broccoli. Items in the department are divided on the displays into three groups: local, conventional and organic. e store uses signage to let customers know what type of prod- uct is on the display. Many of the items are available in both conven- tional and organic options (as well as local when available), something that many crossover stores don't offer, Maass notes. "If [other crossover stores] have Gala apples, they'll only have organic Gala or conventional Gala, but we buy the whole market," he points out. "We have organic radishes and conventional radishes. It's all the way through the department, so our customers have a complete choice on either side." In keeping with Oliver's commit- ment to local products, the produce department turns to a service called Feed, an aggregator that brings in lo- cal produce and distributes it to area stores, as well as receiving deliveries directly from farmers. Center Store Options e wellness department operates a bit like a store-within-a-store. Customers need to go through Oliver's regular front end checkouts to purchase their items, but the section is staffed at all times with its own manager and employees trained specifically for the department. It also is accounted for separately in terms of store operations. A corpo- PRODUCE The department offers customers the option of conventional, organic or local items in almost all categories.

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