Green grocers - do you use them?

[trixyben]

A mates dad opened a green grocers about 9 months ago, its in a good location with good footfall and had great trade the first few months, recently his sales has slumped and he says its down to the big supermarkets offering fruit and veg deals now and he can no way compete.

His USP is how fresh his produce against the supermarkets stuff and his produce is mainly all locally sourced, his customer service is second to none and he offers some great value deals.

He has asked some customers who stopped buying from his shop and the main feedback is price, when they are doing there big weekly shop they can buy 5 or 6 fruit or veg that are on offer in the supermarket and it saves an extra stop in town.

I do feel for him as he has put everything into this venture, he is passionate about good food and this shows when serving his customers, what would you suggest he do or try to try get back on track and compete with the dreaded supermarkets which will in time completely kill the high street imo..

 

[Simply Business]

I'll be honest: I don't tend to. I have several reasons why but when I think about it the only honest reason is convince. Everything can be found in one place instead of going from shop to shop.

 

[businessfunding]

My local greengrocer is within a walk of 2 supermarkets but does good business.

They are full of banter and great fun to visit.

Price is often an excuse (people don't like to admit they are too lazy to walk) - perhaps create a draw by stocking things not available in the local supermarket, or a 'taste the difference' event where customers get to taste test local vs Supermarket (you need to be confident for that one!)

 

[Simply Business]

Great advice!

 

[FIZIX Agency]

I use the local green grocers; in fact I prefer to get stuff that's fresher from local stores like the grocers and butchers.

You need a draw though, as kickstartbtm suggested, things like taste the difference (as an event and/or as a part of you "brand" will help - even play on stuff that's trendy) and also just things like focusing on the freshness, lack of chemicals where applicable and stocking stuff supermarkets don't.

 

[Jester]

I try to use a local green grocers as much as possible and I'm willing to pay more for better quality.

My two main obstacles are

1) Quality control - Green Grocers quality varies a lot and have one bad experience and wrongly or rightly it reflects on the entire population of GGs.

2) Convenience - Me, and most other people I imagine, like to do a single food shop in a week, this is why supermarkets are so heavily used. Perhaps a recurring delivery service every week could work?

 

[URBAN COLOUR]

Good ideas so far and to be honest i would go to the local greengrocers at times but at some, the quality is bad and the parking isnt good either, so how to combat these negative areas.

Add to the 'taste the difference' some chalk boards outside accompanied with free leaflets on recipies using the various veg. make it interesting. I see some veg and have no idea what it is or what to do with it.

With the increase of people with chickens these days and bees why not stock very local free range goods, local farm duck eggs maybe (they are nice and not in local supermarket).

Can you deliver boxes? to homes and local work. make it as easy as possible for your customer.

Can you add value to your products... can you convert carrots, cabbage and onion into fantastic coleslaw.... same with potatoe salad or more inventive products.

team up with local producers of jams, peanut butters, offer a selection of herbs (local grown if poss) and tell the onsumer how to use them.

Go for niche and offer something the big stores arn't (yet)

Now Im rambling. im not sure if you could do all of the above but good luck

 

[NicNac]

I live in Vegas, if I could find a green grocers close by I would use one. The supermarket produce here is horrendous and doesn't last long. ie buy tomatoes and you need to use them that day, buy strawberries and some of them are already mouldy.

What sort of area is the green grocers in?

 

[emmylou74]

I was quite excited when a greengrocers opened up in my town for the first time in years.But will i use it? No. I was wanting somewhere to buy all my fruit and vegs organic but they do not offer organic at all. Very disappointing.

 

[webgeek]

Often use if I'm passing that way, it's a convenience thing.

I've heard that ones which offer home delivery are the ones doing the best. By adding in the extra convenience, the price becomes less of an issue.

 

[David Griffiths]

I use the greengrocer (and the butcher) in the main market. Better range of produce than any supermarket and usually cheaper as well. Some of the bargain lines need to be used up soonest, but that's why the price is low. Add the fact that you soon get to know the people working there, and that personal factor is another plus over supermarkets.

 

[solopressprinting]

I like to use the local green grocers when I can because I like the feeling of supporting small local businesses, however, like some of the other users have identified, the supermarkets are just convenient as they have everything in one place.

I was listening to Radio 4 yesterday and there was evidence that UK consumers prefer to purchase local produce as they believe that it tastes better. What was interesting was that a restaurant who wanted to cook with as much local produce as possible found it a struggle to source this produce because they couldn't split their time between the kitchen and locating suppliers. I'd suggest your mate's Dad approach some of the local restaurants with his wares if they are local produce and promote the USP as much as possible in the local community through print and online.

Someone here mentioned about parking which can be a major issue that puts the supermarkets ahead, however, there are enough celebrity chefs out there encouraging consumers to buy from local suppliers like green grocers and butchers so there should be a local market for him to take advantage of.

 

[David Griffiths]

I suspect that what consumers say and what consumers do may not be the same thing!

 

[herewegoagain.]

It is awkward out there, good luck to your Dad for going out there and trying - great advice on here so far.... especially the delivery ones !!

You have to add value, it is the only way I survive ! good luck

 

[Vectis]

I think people like the 'idea' of buying from a local greengrocer rather than from a supermarket, but, unfortunately, that's it for most people - just an idea. The convenience of a supermarket wins out most times.

Where we live (Isle of Wight) most towns have a greengrocer and they seem to do ok - well, at least they're still trading! We buy occasionally from them but more so from a farm shop which sells their own meat plus locally sourced vegetables. Have to admit it's still more convenient to buy at Tesco though.

 

[WJP]

I used to use local greengrocers a lot - I had two within about a five minute walk of my house. The staff were always incredibly helpful, and had the kind of knowledge that was lacking in the supermarket next door. It also worked out cheaper than the supermarket actually (I lived in the middle of a city, where the "supermarket" was one of those local ones. If it had been a superstore with superstore prices then it may have been a different story).

Since I moved recently, I don't have one nearby. I've looked into box schemes but they are quite expensive for what you get around here, so it looks like I'll be getting fruit and veg with my online shopping.

 

[jane p]

we have only one in town now and yes use it sometimes.

 

[PrestonLad]

The greengrocers are out in force at the moment! I put my mind to this last night on another thread... it was the early hours, but I think it hangs together quite well.

I buy about half my veg from the greengrocers. Convenience is the reason why I don't buy 95% from there. It's cheaper, got a lot of local stuff, focusses on seasonal stuff... and the guy is a great character. He also delivers in the evening (for free) which we sometimes take. Also does weekly boxes of fruit and veg.

One thing he doesn't do well, is mark his prices. I'm convinced that people steer clear of items that don't have a price clearly visible. They just avoid rather than ask.

Anyway, I think there are couple of good ideas in my post from last night... and I'd emphasise that you need a concentrate on a clear, consistent marketing message. Vary the detailed content, but in terms of the message - repeat, repeat, repeat!



http://www.ukbusinessforums.co.uk/forums/showthread.php?t=276013&page=2

I don't know why greengrocers etc don't fight back a bit more. Supermarkets are selective with some prices that they advertise... so be selective back. Do some price comparisons. If you're anything like our greengrocer, you'll be cheaper on a lot of items. Advertise this in big letters. Update it every week.

And a second line of attack...

Choose a popular recipe. Ideally, choose a dish which has some ingredients that are only available pre-packed in the supermarket. Now price match how much it would cost the customer to make.

2 cloves Garlic - You 1 bulb = 60p Sainsbury's Net of 3 bulbs 150p
2 Onions - You - 50p Sainsbury's 50p
3 Vine tomatoes... You 100p Sainsbury's 6 tomato pack = 299p (or 2 packs for 400p)
Blah blah Grand total You 350p Sainsbury's 580p


I think people are getting fed up of buying more than they need - and although many would be blinded into buying 12 tomatoes for 4 quid... I think a growing number would want to buy what they need... but perhaps need a nudge in that direction.

Make yourself the place where cooks want to go to. You know what it's like when you buy to a recipe... and you only need 2 of this, and 1 of that... the cost really mounts in a supermarket, where you've to buy packs of 3.... or if there's a "special 3 for 2" offer (where you feel obliged to by 3 times as much as you need!). You can be the cook's friend!

change the recipe every fortnight.... but keep banging away with the message that you aren't more expensive, often cheaper and you offer such better service.

And keep updating that weekly "per kg" price comparison on the basket of goods. Choose items that work well for you. Publicise them. They would do it to you.

And try to spot where they've doubled a price (with the intention of offering 'buy one get one free' next month). Publicise this. Why not?

Strawberries were on sale in our Co-op pre-season, for 4 quid. They have been on sale HALF PRICE for 2 quid, for months and months. It's ridiculous... but it does seem to work for them. You need to fight back!

 

[jane p]

The one i go in sells other thing as well. Biscuit and tins and drinks as an add on.

 

[David P]

I don't use the greengrocer where I currently live as it is not very good. I previously used one in sheffield semi-regularly (because it was a bit of a walk). It was far cheaper than the supermarket and the quality of the ingredients was superior.

Heres a few ideas I have on this from having a quick think

I think Greengrocers nowadays probably cannot get away with just selling fruit and veg. They have to push their USP's. Research shows that more and more people want to know the 'story' behind their food. Surely a greengrocer is in a perfect position to provide this?

There is also more and more emphasis being placed on seasonality so I think this should also be emphasised along with the food miles that the food has travelled.

I also agree that recipes suggesting things to buyers would be a good idea. Just off the top of my head I would possibly have a fruit/ veg of the week which i would display and have as a loss leader which i would then provide recipe cards with. Like people have said the big problem greengrocers face is the lack of convenience for shoppers so the aim is to get people regularly going in.

Perhaps having a few exotic fruit and veg that you rarely see in supermarkets (although they are starting to do more and more of these) and changing them up fairly regularly to keep people interested and coming back to see what the latest things you have got in which they can try.

Maybe join up with a local butcher and baker to create some sort of loyalty card that people could use in all three of the shops therefore encouraging people further away from the supermarkets?

 

[a1anm]

We have one up the street from use and use it occasionally. The main reason we don't use it all the time is because we go to the supermarket once a week and it's easier just to buy everything in one go. If we are walking past or need something specific for that nights dinner then we will pop in.

They also sell some specific things which we will go in for especially sometimes. Home made samosas, local honey, local fresh bread.

 

[Matt1959]

does the OPs mate take credit and debit cards? I won't buy anywhere which takes cash only. I'm also not convinced by the argument that independants produce is always fresh - I cannot believe there is not a temptation to flog stuff when really it should be dumped as the independants presumably cannot afford to throw stock away whereas the supermarkets can.

I rmember being in France a few years ago and looking at fruit and veg on a stall - much of it looked on its sell by date.

My missus bought some cherry tomatoes from a farmers market stall the other month and they were mushy within 24hrs.

Anyway, does the guy in question take card payments?

 

[herewegoagain.]

does the OPs mate take credit and debit cards? I won't buy anywhere which takes cash only. I'm also not convinced by the argument that independants produce is always fresh - I cannot believe there is not a temptation to flog stuff when really it should be dumped as the independants presumably cannot afford to throw stock away whereas the supermarkets can.

I rmember being in France a few years ago and looking at fruit and veg on a stall - much of it looked on its sell by date.

My missus bought some cherry tomatoes from a farmers market stall the other month and they were mushy within 24hrs.

Anyway, does the guy in question take card payments?

It is an awkward one Matt - about taking card payments - I have two traditional sweet shops, one takes card, the other doesnt, at the smaller, less busier shop the takings just dont justify the running costs of the machine.

The line rental, the machine itself on rental, the fees per payment etc.. - most of the sales are under £3 - I would imagine it is a similar problem in the fruit/veg business model - small value sales - but there needs to be lots of them to survive!!!

I know you have to spend to get a return but sometimes the costs outweigh the benefits - cash is king !!

 

[Simply Business]

Have to agree - small businesses are often told that a card machine is key to business survival but once all the expenses are totaled up it doesn't justify the cost.

It always makes me chuckle when I see the Barclaycard advert (the guy on the rollercoster) and he pays for a banana on his card! How does the grocer justify the cost on that?!?

 

[kaizer]

Maybe your dad can supply the local takeaways and restaurants as well.

Downside is you dad might have to lower the margin quite a lot.

 

[Ellen Verint]

I rarely use green grocers for many of the same reasons already stated but, what I would like to see more of, is specialist green grocers.

Rare breed meat/traditional veg/uncommon produce in general would be great to see. The sort of thing that supermarkets don't really specialise in, it'd be a niche market but I don't think you'd have much competition.

Some sort of traditional brassica that isn't often seen because it went out of fashion in the 1920s would be interesting.