Progressive Grocer

MAR 2017

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Page 33 of 117 With benefi ts that go beyond the meat case, a partnership with the Star Ranch Angus ® brand team means having access to customer ser vice and marketing support that works for your bottom line. In a recent study comparing the sales of stores utilizing our branded elements with stores that did not, Star Ranch Angus branded beef contributed to a 13 % increase in dollars and an 8 % increase in volume.* Let's work together in bringing these numbers to your business. ®/© 2017 Tyson Foods, Inc. * "Star Ranch Angus® Beef In Store Promotion Material Test" * "Star Ranch Angus® Beef In Store Promotion Material Test" * "Star Ranch Angus® Midan Marketing. Spring 2015 Store of the Month Harvest Market, Champaign, Ill. Personalized Supply Chain e answer was developing relationships directly with the producers. e team makes an effort to visit the farms or facilities to create that personal connection and document the visits in the store or on social media so customers can also develop a relationship with the makers of the food they're buying. For example, the produce department features sig- nage with Niemann's photo when he visited Natalie's Orchid Island Juice Co.'s facility in Fort Pierce, Fla. All departments feature marketing that highlights the farmers or producers, often accompanied by a photo of a Harvest Market team's visit. If it's not on display in the department, Harvest Market has the visit featured on its website. Additionally, the store brings those farmers and producers on site to meet customers directly. "In the bakery, in produce, we're setting up folks, farmers, throughout the season, to be in here at least once a week to tell their stories and interact with the guests, be- cause that's what people want," says Marty Travis, who runs Spence Farms, a Fairbury, Ill.-based aggregator that sources product from about 50 farms to supply Harvest Market. On two occasions before anksgiving, Harvest Market had the farmer who raised the turkeys sold in the store take part in a meet-and-greet with shoppers. Producers are often in the store demoing and sampling their products and speaking directly to customers. "Exploring new tastes and the story behind that is so much of what we do here," Niemann says. "People spend a lot more time in this store than they would a typical store. ey're Beefing u P Several beef products are supplied by President and C e O Rich n iemann Jr.'s own ranches, allowing the store to control the product "from hoof to case," he says.

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