Retail Gives Love to Local Farmers

Summer is here. It's hot, the kids are out of school and the days go well into the night. And if you look around you'll notice a growing summer trend--farmers' markets. They're everywhere.

On a Saturday morning, in any given town in America, on any given green open grassy space, you're bound to find local vendors, customers and a wild, hippy-ish buzz in the air. With gas and, thus, food prices soaring, consumer demand for locally grown produce items is ever increasing.

For those not in on the farmers market scene, here's what you should know: most are locally run, with operators receiving a small rent fee from vendors, along with a percentage of their profits. The markets are in such high demand that organizers often have a tough time finding enough vendors to fill customer needs.The growth right now is explosive, to say the least.

It only makes sense that a retailer would eventually decide to get in on the action. In Beaumont, Texas, a savvy retailer decided to provide its own farmers' market for customers--with no interest in making a profit. H-E-B Plus in Beaumont recently held its first-ever farmer's market where local farmers were allowed (at no cost!) to set up tables of strawberries, cucumbers, peppers, tomatoes, blueberries and watermelon at the store entrance. H-E-B plans to host the farmers' markets through the end of summer.

I can't help but love this idea. It's nice to see retailers partnering with local farmers in order to offer customers the choices they desire. It's even more fabulous that H-E-B is not taking any of the profits, but rather giving back to the community in a way that helps farmers and consumers.

So, what I'd like to see next is mega-retailers reaching out to partner with local growers. What about a Wal-Mart farmers' market, or Rite Aid? Can't you just picture it? It might be a lot of fun. And it would all be for the benefit of the consumer. Retailers know that customers crave locally grown food, not only for environmental concerns but also to support the local economy. Partnering with local vendors sends a powerful community focused message that gives me warm and fuzzies all over.

In any event, the retailer/local grower partnership is definitely resonating with me. What do you think? Is H-E-B onto something? Leave your comments here!

--Heather Strang

Comments

[kim s.]

This is a terrific idea for small businesses to bring some customers to their store. Thanks!

[Robin]

I'm all for supporting local growers and contrary to popular belief some of the large brick and mortar stores have been for a long time. They're just not all merchandised in the farmer's market outdoor style. Maybe that's the last element they need; the experience.

Here in the Northwest you can visit some Fred Meyer stores and find informative origin signs next to the produce. I'd even heard someone say they've periodically invited farmers to the stores but you won't see it all the time. At a glance would you think they were just another customer? I guess we can't expect them to be standing there in overalls and grubby boots. And if you are like me, would it make you uncomfortable if someone was standing there watching you shop? "Please God, let someone else ask them a question so they don't notice me." I'd feel guilty if the farmer was there and I chose another product over theirs! I like having the option for local produce but I don't want shopping anxiety to come with it.

At a seminar about five years ago the VP of Marketing from Walmart expressed that they do support local farmers where and when they can. They explained it can sometimes be more cost effective with faster lead times. I don't think any large brick and mortar grocer can guarantee to always use local growers. They don't all have them readily available in every neighborhood, they can't always support their quantity demand and they might not all meet their quality standards. There are many important variables a large retailer has to consider.

It is refreshing to think of major grocery stores getting into the spirit of a farmers market. A lot of times there's a fun community buzz as you're walking through if it's busy enough. Even if you don't buy produce you just feel good that local farms are being presented. One of my favorites is the Seattle Pike Street Market. Am I the only person that can't walk away from there without buying a large bouquet of fresh flowers?! I never do that at my local grocer but it happens every time when I visit Seattle's Pike Street. It's become part of my farmers market experience! There's something to be said for the correlation between good experiences producing increased sales. Just ask Starbucks.