Consumer Choice and the Opportunity for Local, … Choice and the Opportunity for Local, ... Bro...

Presented By:

John King, President

Apis Group, LLC

Consumer Choice and the Opportunity for Local, Regional Foods

APIS GROUP, LLC

Food messaging drives our anticipated experiences.

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Bro Dips – Frito Lay.

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Single Crisco Stick – Smucker’s.

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Shelf-Stable Package – Musco Olive Company

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In-house discussions intended to prove consumer messaging

acceptance led to a part time stock clerk job at Publix.

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Publix #617 (Watkinsville, GA)

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Approximately $43MM annual sales (top 5

busiest store in the Atlanta division).

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.

University of Georgia

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Responsibilities

▪ Stock shelves and answer shopper questions.

▪ Unload product deliveries.

▫ Frozen

▫ Refrigerated

▫ High Velocity

▫ Low Velocity

▪ Product shelf presentation ad nauseam…

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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…

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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.”

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The breadth of what customers say when shopping…

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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.”

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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.

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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).

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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 O2 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).”

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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.

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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.”

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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.

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Farmview Market – Madison, GA

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Standard

supermarket –

farmers’

market hybrid.

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Attractive café (left) and butcher shop (a literal “barn frame” within a building) to welcome shoppers.

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Model is to promote organic “locally” grown

products, including “hyper local”.

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Farmview Market

US 441 south of I-20

▪ ≈ 10,000 cars/daily (I-20 has a much

higher volume)

▪ Marketed via billboard, web-site,

Facebook, word of mouth, various

publications (e.g. Lake Oconee Living),

and GA agritourism.

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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.

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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)

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Vidalia Onion Committee

www.vadiliaonion.org

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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

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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.”

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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)}.

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More can be learned via https://farmviewmarket.com.

Conclusion

Both Publix and Farmview Market use specific messaging to

attract and retain customers.

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Additional example of

community driven food that

consumers want and trust.

Staple House Restaurant,

Atlanta.

CBS Sunday Morning

(November 20th, 2016)

“How One Restaurant

Nourishes the Soul”

Presented By:

John King, President

Apis Group, LLC

Consumer Choice and the Opportunity for Local, Regional Foods