20 minute read
SHOP TALK
IF I’D KNOWN THEN WHAT I KNOW NOW...
JENNIFER OSBORNE-CLAMP, co-owner, Wilde & Greene, Tuddenham, Bury St Edmunds
As well as having 35 years of retail experience, my wife Sue is a marathon and ultramarathon runner – she’s run 256 marathons to date. In 2019, during the Great Barrow Challenge, she spotted the shop at Longwood Farm. We both love farm shops, so I went in and got chatting to the owner, Jill. I was originally a secondary science teacher and had set up a first aid training business, and I ended up running some summer school sessions at the shop.
That September, Jill contacted us to let us know that she was thinking of closing the shop and asked if we wanted it. We got the keys on a Sunday and opened the following Wednesday, 25th September. We had already discussed how things might work differently – the take-out café was at the front with retail at the back. We thought the retail stock was too tucked away, so we switched it around and broadened the range, which was mostly organic. Sue has a keen eye for what will sell and while we think organic is great, we wanted to make our range more comprehensive and include as much local produce as possible.
We expanded our convenience offer, too. I wasn’t convinced there would be much call for mainstream essentials in a farm shop, but Sue had this idea for a ‘convenience corner’. Now it’s not just a corner; we have organic coconut sugar next to ‘normal’ sugar, Heinz Beans are juxtaposed with Hodmedod’s baked beans, and so on.
Retail sales account for 80% of revenue. The rest comes from takeaway coffees, teas and snacks, such as cakes, Scotch eggs and sausage rolls.
We’ve made this retail-focused model work for us by being savvy. We seek out the best deals from our suppliers and our waste is very low – even on our fresh fruit and veg. If, for example, bananas have gone past their best visually, we might make up bargain banana muffin boxes. Knowing what our customers want and how and when they shop is key. We know 80% of our customers by name.
We don’t try to push for high margins. We are reasonable in our pricing. We could, for example, double the price of our brownies, but we want to be known for being fair and offering good value.
We have worked hard to forge links with the community, to win their trust. We enjoy raising money for a number of charities, and (pre-COVID) ran art sessions and a ‘jeffing’ (run-walking) club.
During the pandemic, we were very adaptive. We told customers to send us their ‘wishlists’ and bent over backwards to source what we could. That has stuck and customers appreciate that they can ask for specific items. The challenge now is building our customer base as people return to supermarkets. A farm shop is like a puppy: it’s not just for Christmas… or for COVID.
CONFESSIONS OF A DELI OWNER
ANONYMOUS TALES FROM BEHIND THE COUNTER
COVID HAS ALLOWED me to put off loads of annoying jobs, the most dreaded of which is the range review. Yes, it’s long overdue but I have made a start by conducting some research.
First, I thought I’d look at what other shops were doing and it seems to me that I’ve got two options: scale up or scale down.
I spoke to a big deli – so big that it calls itself a farm shop – which is set up in a mini-shopping village next to other independent units. The manager said they had cut their lines by a third and taken out lots of shelving. There was more emphasis on serveover counters and tabletops with nicely arranged scattered products. The stock was easier to manage, and margin and turnover are up.
Then, I chatted to the owner of a farm shop (actually on a farm) that has recently become a C-store franchisee. This shop is stacked. They’ve retained 90% of their existing ‘farm shop’ lines and added over double that in convenience SKUs. Turnover is 70% up, margin is down, and managing the shop is harder.
So far, so inconclusive. Both options have their pros and cons. With that in mind, it made
sense to consult some actual consumers. I played it safe and spoke to some non-retail friends of mine.
Do they like to see a deli as an Aladdin’s cave, bursting with stock? Or do they prefer it more sparsely populated – less stock, more gifty, all beautifully merchandised with each piece laid out like designer shoes?
The first person I asked, who I would describe as a typical regular, likes what he likes. He told me that I “just pile it high and sell it expensive” and that he always spends more than he means to when he visits. Not exactly a compliment.
Friend no. 2 is middle of the middle class road when it comes to food. Mostly a supermarket shopper, he only visits delis and farms shops at weekends, during holidays or when entertaining. His type are more numerous and I want more of them. His answer was: “I think it looks cheap if it’s packed in tight. Premium products should be given space.”
When I had no grey hair and opened my shop, I went for the “carefully stocked” look. But soon the minimum order quantities and a smallish stock room meant more and more ended up on the shop floor. Like most other delis, I have stock on high shelves, middle shelves and low shelves, not to mention near the café tables, under counters and on the floor. Now it has become a what I call a convenience store for foodies, but I don’t really like it.
And, it seems my customers aren’t that keen on it, either. Nothing like high quality research to unearth the truth about retail.
Looks like I’m swapping my genie lamps for Jimmy Choos.
MODEL RETAILING SOLVING EVERYDAY SHOPKEEPING DILEMMAS. IN MINIATURE.
Mr Deli, are you ok? You’ve been staring at that bottle for five minutes. Yes, I’m fine
Business rates, lateral flow tests, Christmas ordering, staff pension scheme, Facebook posts…
…Cleaning rota, upcoming rent review, cheese wedding cakes, Sunday opening hours…
…furlough decisions, profit & loss account, face masks, online shop. When can I take a holiday?
FFD says: Even before the pandemic hit, the food retail business could be a pretty lonely place. This is especially true for those who are the sole decision-makers in smaller operations. If you are feeling the pressure, don’t suffer in silence. Seek help from a retail consultant, make changes to the way you run your business or, at the very least, talk through your problems and stresses with someone else. When it comes to mental health, the world is a much more understanding place. There’s no shame in trying to look after yourself.
editorial@gff.co.uk
Retailers’ view…
… on face masks in store
Barry Hutchinson, co-owner, Hutchinson Hobbs Farm Shop, nr Stockton-on-Tees
I didn’t want our sta asking people to wear a mask in the shop, as this could cause unnecessary stress and con ict.
We’ve had quite a heated discussion about mask-wearing. My view was to stick to government guidelines, then you can’t really go wrong. If people still want to wear a mask they can, and if people choose not to that’s their decision.
All our staff have had two doses of the vaccine and we’re only a shop with no café, so people on average only spend 10 minutes here.
I also didn’t want our staff asking people to wear a mask in the shop as this could cause unnecessary stress and conflict.
My wife and mum on the other hand passionately wanted to make the staff and customers keep wearing masks. In the end, I convinced them that we would advise wearing a mask but ultimately, it’s the customer’s choice.
We asked our staff to keep wearing masks when among customers. Again, without patronising anybody, we feel people can make their own judgement.
On ‘Freedom Day’, most customers kept their masks on with only a couple not wearing them. We still have a few members of staff wearing masks, and we feel going forward, as customers feel increasingly confident more will start taking them off.
hutchinsonhobbs.co.uk
Oliver Stubbins, manager, Welbeck Farm Shop, Nottinghamshire
We still require staff and customers to wear masks unless medically exempt. The number of COVID cases reported is increasing, so it seems the wrong time to decrease protection.
Half of the team across the shop and café are not double jabbed yet. We have staff members in their 20s and 30s waiting for their second dose, under-18s too young to be vaccinated, a pregnant staff member, and some with underlying health conditions that still need protection.
We’re seeing a good take-up of masks anyway and only had customers who’ve said they’re exempt not wearing one. We can’t challenge whether people are exempt or not. If somebody says they’re exempt, we will take it at face value.
We’ve also decided to provide disposable face masks for free if somebody visits the shop without one because they think that they don’t need to wear it.
We don’t want to wear masks at work for eight hours a day. We sell a lot over the counter to customers which can be difficult when you’re wearing a mask, but it doesn’t feel right or safe to relax now.”
welbeckfarmshop.co.uk
Shane Godwin, managing director, Macknade Food Hall, Faversham, Kent
We’ve decided that our staff will continue to wear masks, but we’re allowing customers who choose not to wear a mask into the shop.
Personal responsibility and freedom of choice is something that we were happy for customers to have, but while we’re not enforcing mask wearing, we are strongly recommending it through our communications and signage.
I also didn’t want to put our staff in the position of having an angry confrontation with a customer who feels strongly that they shouldn’t wear a mask. That’s an argument that I didn’t feel we needed to have.
Fortunately, there’s been a good response from the community and our staff are comfortable with our decision.
We saw many customers continue to wear a mask on ‘Freedom Day’. Our sales didn’t drop off and no-one panicked, so I think they trust that what we’re doing is the right thing.
We’ve got a great team on the floor so we will certainly be able to manage any problems that may arise, but I don’t think there will be any drama.
macknade.com
WHAT’S TRENDINGWHAT’S
NICK BAINES KEEPS YOU UP TO DATE WITH THE NEWEST DISHES, FLAVOURS AND INNOVATIONS IN FOOD & DRINK
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1 Decaf coffee No longer the ugly duckling of speciality coffee, high-quality decaf is now winning praise from the sniffiest of coffee snobs. While traditionally decaffeination was carried out through harsh chemical processes, there’s been a move in recent years towards gentler, more natural means. The most well-known and highly regarded is the Swiss Water Process but there are a number of similar methods at play globally. Methods that are kinder on the planet, but also retain more of the coffee’s intriguing characteristics. Using beans of this ilk, roasters like Ozone, Extract and Bad Hand are coaxing out more depth and complexity than ever before – so you get robust, lively flavours and good body, without the jitters.
2 Jollof Jollof is a West African rice dish that’s finding its way into a number of flavour-packed street eats. It is typically made with rice, tomatoes, onions and spices. While this dish is proving a big hit in plant-based circles, it can also take in meat – most commonly chicken and beef. At London’s Kerb market, Jollof Mama turns out a queue-inducing bowl of jollof which comes with deep-fried black bean fritters and fried plantain. Meanwhile, Affrito at Shoreditch’s weekly Urban Food Fest knocks out African-inspired burritos loaded with the famed rice dish and an abundance of fresh salad and guacamole.
3 Boxed wine While boxed wine has long been associated with low-quality plonk, today you can find plenty of top-drawer vino in the bag-and-box format. With the packaging being lighter and easier to stack and ship, the carbon footprint actually comes in much lower than a glass bottle. A high margin in your average bottle of wine goes towards bottling and shipping, which is significantly reduced in bag-and-box. This means pound for pound, drinkers usually get not only higher volumes of wine, but a drink that’s often higher quality too. Northern Spain’s Democratic Wines turns out boxed wine under its Organic & Orgasmic label, while direct-toconsumer brand Laylo offers a refined collection of four premium wines delivered to your door.
THE
GUIDE TO TEA
DARJEELING JASMINE
This aromatic leaf with fruity and floral tones is grown in the foothills of the Himalayas. Sherlock Sherlock actor and devoted tea drinker, Benedict Cumberbatch, spent a year in Darjeeling teaching English to local children. The type of school? It was elementary. Sweet and fragrant, Jasmine tea was first introduced to China by the Han dynasty. This has proven one of the most popular achievements by a Chinese dynasty, second only the Tang dynasty’s creation of Haribo ‘Tang-fastics’ in the 7th century.
ASSAM EARL GREY CEYLON
George Orwell had 11 rules for making the perfect cuppa. The first was to use a malty Indian tea such as Assam, as it made you feel “wiser, braver and more optimistic”. Presumably he used an optimism-free blend in his later works. Invigorating and citrusy, this tea is named after the second Earl Grey, Viscount Howick. Afternoon tea would be unimaginable today without the contributions made to it by English nobility. Just ask Queen Victoria, the Earl of Sandwich, or Baroness Buttery Crumpets. Sri Lanka was once the world’s largest producer of coffee. Tea took over after the coffee plants were wiped out by a coffee rust known as ‘Devastating Emily’. The only Emily to cause similar levels of devastation was Emily Brontë, with ‘Wuthering Heights’.
CHAMOMILE
‘Chamomile’ comes from the Greek ‘Khamaimelon’, meaning ‘earth apple’. This apple-scented herbal infusion is soothing and relaxing, and thought to help improve the quality of your sleep. So if you want to feel calmer, calmer, calmer, calmer, calmer: Khamaimelon. OOLONG
Oolong made in the Gong Fu style will see the leaves steeped repeatedly. With a mere 20-second brewing time, each cup will provide a different flavour experience. So provided you don’t brew your Oolong too long, it’ll be truly madly steeply. MATCHA
Green teas such as Matcha are thought by some to have health-giving properties. Provided, that is, they are drunk without dairy or sweeteners. Research has shown that Matcha drinkers that use milk are rare, shown that Matcha drinkers that use milk are rare, but drinkers that use sugar? Demerara.
Speak to your account manager for a free sample of Miller’s Elegant & English Gluten- ee Raspberries & Dark Chocolate biscuits for tea.
Taste the Passion. This is Wales.
October could be the ideal time for buyers to visit Wales. Not only is there is a trade event showcasing hundreds of producers but you’ll also get a chance to see this land of food & drink first-hand.
BOUNTIFUL LARDER OF PRODUCE Like most of what Wales does well, its food and drink is rooted in its communities, shaped by its landscape, and honed by its culture and language. Whether artisan or mass-market, the warmth of Welsh people shines through the quality of what is produced.
SUSTAINABILITY Welsh food & drink has a deep connection to the landscape, the people and culture whilst acknowledging its part in the bigger picture. In a global ecosystem, things like environmental responsibility, sustainability, traceability and social justice really do matter.
The Welsh Government earlier this year launched its future strategic mission for the industry for the next decade. Dubbed the ‘green shoots’ vision, it’s hoped that by focussing on sustainable growth and productivity, climate and ecological impact, fair work and raising standards throughout, Wales can create one of the most environmentally and socially responsible supply chains in the world - without compromising its global reputation for excellence.
TASTEWALES / BLASCYMRU 2021 On 27th-28th October 2021, food & drink buyers will once again converge on the fivestar Celtic Manor Resort, at the International Convention Centre Wales, Newport, to view over 2,000 products and talk to leading food & drink suppliers about what products are new on the market.
BlasCymru/TasteWales 2021 will provide the platform for the launch of over 200 new products with over 100 food & drink producers taking part who collectively produce a wide range of lines, from speciality items for niche markets to high volume items for major distribution networks.
Welsh Government Minister for Rural Affairs and North Wales, and Trefnydd, Lesley Griffiths says: “With the coronavirus situation continuing to improve here in Wales, we are very hopeful and looking forward to welcoming suppliers, buyers and food industry professionals to the International Convention Centre at the Celtic Manor Resort later this year for BlasCymru/TasteWales 2021.
“The event presents an excellent opportunity to showcase the very best of Wales and it is fantastic that more than 200 new products will be launched over the two days which is great news as the industry continues its recovery from the impact of COVID-19.
Princes Limited, one of the largest names in the UK food & drink industry, has been unveiled as the key sponsor for BlasCymru/ TasteWales 2021.
The event looks to connect retailers, wholesalers and foodservice operators with a view to visiting Wales in October 2021 to meet with a large number of food & drink suppliers over the two day event packed with supplier face-to-face meetings, products demonstrations, tastings, products showcases, a full conference agenda and the opportunity to network with the industry. REASONS FOR VISITING THE EVENT INCLUDE: • Over 200 products being launched - be the first to discover the latest on-trend innovative products. • Meet an industry under one roof - from large scale companies to artisan producers – representing a broad and diverse range of product categories. • Product showcase and tastings - display of all products across broad range of categories including private label, foodservice and retail products. • Time efficient one or two day meeting itinerary - tailored meeting itineraries for professional buyers with short meeting programme format, making efficient and effective use of time • Meet Welsh food & drink producers - meet potential suppliers based on products and categories that match your criteria with profiles available to review before the event. • Expert advice is available to help identify potential suppliers that match your brief.
For more information please contact Ellie Lewis email: ellie.lewis@tastewales.com or telephone 01691 839398
FoodDrinkWales Food_Drink_Wales @FoodDrinkWales
The recent Net ix documentary correctly highlighted the problems that exist within the industrial shing industry, but its conclusion that sustainable shing does not exist grossly misses the mark, according to Fish4Ever’s founder.
Seaspiracy: Right arguments, wrong answers.
SEASPIRACY IS RIGHT to direct the microscope at the industrial shing industry. Over shing is still a huge problem, as is bycatch, meaning that endangered species like sharks, turtles, whales and dolphins are still in danger.
Plastic waste and the ghost catch of marine life is a serious threat, and logos that have positioned themselves as acceptable standard for sustainability such as dolphin friendly and the Marine Stewardship Council (MSC) are deceptive.
Large environmental organisations o en behave politically on these issues, while illegal shing, slavery at sea and human rights violations occur with depressing regularity. Industrial shing is at the heart of all of these problems, with massive subsidies supporting bad shing outcomes and undermining sustainability
The problem, according to Fish4Ever founder Charles Redfern, is that this all leads to the incredibly simplistice conclusion that sustainable shing does not exist – and the documentary itself comes with its own agenda.
“Look at that list of issues covered by the Seaspiracy documentary,” he says. “Fish4Ever has ticked every single one of those boxes. We dumped sustainable logos because we thought they weren’t valid. That meant locking our products out of hundreds of shops where sustainable supply rules demanded those logos.
Every Fish4Ever can is traceable back to the boats that shed it, utilising a code on each and every can, which can be tracked via our site.
Redfern adds: “We look at the ‘who, what, how and where’ of every sh we sell and support high quality small supply chains. Our tuna is only ever caught one by one, it’s the only tuna in the world certi ed by the incredibly well respected Naturland certi cation and we’re sponsoring a plastic positive project so that the gear lost by others at sea will be picked up by our boats.”
Fish4Ever only ever adds natural and organic ingredients into its cans, such as rst cold pressed organic olive oil. The choice to use organic agriculture means choosing to avoid the 300-plus chemicals that can be used in conventional farming, which comes back to further a ect the seas through chemical run-o .
“Seaspiracy was right to bring the dangers and devastating environmental impact of industrial shing to the public domain, and we are grateful to be having these conversations on a larger scale, however they were very wrong to say sustainability isn’t possible,” says Fish4Ever’s founder.
IF YOU CAN... Canned fish is underrepresented in most independent shops and this is a missed opportunity. The product takes up very little space and retailers could be losing valuable sales.
And it’s got some great selling points: highly recyclable packaging, lower energy/carbon footprint, plenty of health benefits.
Fish4Ever recommends allocating a minimum of 75cm of shelf space to cover 8 SKUs.
“Fish4Ever was founded on the idea of being organic values to sustainability in fish,” says founder Charles Redfern. “Our holistic, all-encompassing approach is both real and comprehensive, focussing on land, sea and people, supporting not only the best possible fishing practices, but also the communities and small boats that enact them. This is canned fish you can trust.”
