PL Buyer: Retailing to Localvores
By Randy Hofbauer
Through a special arrangement, what follows is a summary
of a current article from Private Label Buyer, presented here for discussion.
the population of “localvores” — consumers who regularly
purchase locally grown/procured products — grows, retailers will continue
to think of interesting ways to better serve this consumer type with their alternative
store formats and private brands.
Brian Dyches, FRDI (Fellow of the Retail Design
Institute), managing director of
Atmospheric Group, a Laguna Nigel, Calif.- based international retail strategy
firm, said he believes the days of the parking lot are highly numbered — years
from now, some retailers in certain U.S. regions could replace parking lots
with their own miniature farming communities.
And Mr. Dyches noted that retailers
won’t limit these “community
farms” to where the parking lots used to be.
“They’re going to use those rooftops to grow their own items and
become localized farmers,” he added. “And those [retailers] that
are community-oriented will actually lease out space in those environments
[to consumers], so that if you want to come and grow melons, you can grow melons.”
does this relate to locally procured products the retailer exclusively offers?
“What you don’t consume, you’ll be able to sell to the grocery
store for credits,” Mr. Dyches said, adding that stores can turn around
and retail those products to consumers under their own brands.
Discussion Questions: Are community farms an answer for retailers looking
to address the increased demand for locally grown fresh food? What other alternative
strategies should retailers explore to reach localvores?