Authentic Experiences are Good Business for Independent Grocers
This article is featured in the Magazine “Exploring Origin – The Importance of Knowing Where Food Comes From”, created in collaboration with Global Retail Brands. You can find more insights about the Magazine and additional articles here.
The grocer’s role
Independent grocers are at the heart of their communities, with a high degree of trust between retailers and their customers have a growing desire to deeply understand what they usually eat or drink.
Many of these grocers are institutions that have provided jobs and groceries for multiple generations of families and are relied upon not just as a source of food, but also the provenance behind those products. As such, independent grocers must take the utmost care and attention when selecting the products they sell in order to deliver on that trust and earn their customers’ loyalty year after year.
At the heart of this relationship are authentic food products – those that are locally grown and produced, as well as genuine imported items from around the world.
Where does it come from?
American consumers are increasingly interested in knowing where their food comes from. This presents an opportunity for retailers to tell stories that connect the consumer to the product. For example, local farmers supplying fresh produce can host retailer associates for farm visits, allowing the associates to learn more about the fruits and vegetables they sell, which they can then share with their shoppers.
Another example could be an olive oil from Italy with a story about the producer, their methods, their authenticity and their history, which can help create a powerful bond between the consumer, the retailer and the producer.
Grocers’ growing economy
In turn, this bond helps drive a great economic engine throughout the United States. Independent grocers generate more than $250 billion in annual sales – a third of the overall supermarket industry – and are responsible for more than 1.1 million jobs that pay nearly $42 billion in direct wages and generate more than $36 billion in tax revenues for federal, state and local authorities. There’s a lot at stake for everyone involved in this partnership.
The NGA
The National Grocers Association (NGA) helps connect unique brands to its members looking for those special products by featuring key exhibitors at the annual NGA Show, as well as partnering with groups such as the Italy-America Chamber, to connect authentic producers to US retailers.
Recently, I was part of a delegation of NGA member retailers who visited Italy to help retailers learn about the market and meet Italian brands. That trip included a presentation on the global olive oil industry and the impact that climate and other factors are having on supply. This helped retailers not only better understand what to expect from a global supply perspective, but to also be aware of products that may make false claims of origin. During times of tighter supply, it’s important to be able to convey to consumers the origin of the olive oil with confidence so they can rest assured the product is genuine.
Additionally, opportunities like this allow American grocers to witness food production at its source, as well as observe how their foreign counterparts engage their customers. To drive traffic and loyalty, food retailing must be about more than just selling – it must be theater; a sensory experience that excites the consumer with sights, smells, and stories; it gets consumers enthusiastic about food and helps them make personal connections to products with which they may not be entirely familiar.
The NGA Show helps bring many unique producers and suppliers to retailers. Among our exhibitors are companies that can help you sample, evaluate, and purchase authentic food products from around the world; the kinds of products that give your stores a competitive edge and go a long way toward fulfilling your promise to surprise and delight everyone who walks through your doors.
Learn more at www.nationalgrocers.org and www.thengashow.com.
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