consumer choice and the opportunity for local, … choice and the opportunity for local, ... bro...
TRANSCRIPT
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Presented By:
John King, President
Apis Group, LLC
Consumer Choice and the Opportunity for Local, Regional Foods
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APIS GROUP, LLC
Food messaging drives our anticipated experiences.
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APIS GROUP, LLC
Bro Dips – Frito Lay.
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APIS GROUP, LLC
Single Crisco Stick – Smucker’s.
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APIS GROUP, LLC
Shelf-Stable Package – Musco Olive Company
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APIS GROUP, LLC
In-house discussions intended to prove consumer messaging
acceptance led to a part time stock clerk job at Publix.
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APIS GROUP, LLC
Publix #617 (Watkinsville, GA)
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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
The breadth of what customers say when shopping…
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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
Farmview Market – Madison, GA
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APIS GROUP, LLC
Standard
supermarket –
farmers’
market hybrid.
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APIS GROUP, LLC
Attractive café (left) and butcher shop (a literal “barn frame” within a building) to welcome shoppers.
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APIS GROUP, LLC
Model is to promote organic “locally” grown
products, including “hyper local”.
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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
Vidalia Onion Committee
www.vadiliaonion.org
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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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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APIS GROUP, LLC
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”
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Presented By:
John King, President
Apis Group, LLC
Consumer Choice and the Opportunity for Local, Regional Foods