MINNEAPOLIS -- Lunds/ Byerly's has turned new ground with a chainwide, storewide, "organic farmers' market" promotion, featuring a whole lineup of demos starring fresh produce.
It was the first time the chain had orchestrated an event on such a large scale, and it revolved around organic produce. Using leeks, garlic, tomatoes and the like as ingredients in specially developed recipes, the company gave many conventional shoppers their first taste of fresh, organic items, officials told SN.
Thirty produce items were used; with recipes that combined a number of ingredients and garnishes, the company effectively cross merchandised more than 70 organic products from across the store.
The day-long event featured 12 demo stations, most of which sported a grill, griddle or skillet where demo teams tossed, turned and sauteed all-organic concoctions created and tested by the company's corporate chef. All the cooking and tastings going on simultaneously at the chain's 20 stores attracted crowds of customers who lingered and bought a lot, officials said.
"The turnout was even better than we had expected, and as we usually do, we sold more than we thought we would. Organic corn was a huge, spotlighted item. We got by, but it would have been nice to have had more of it to sell," said Bea James, whole health manager for Living Wise, the company's organic and natural foods program.
James went on to explain that a drought on the West Coast and dry weather locally had caught the chain a little short on organic corn, especially since people took to it in a big way.
The lineup of demo stations was replicated at each store, including a grill just outside the store's entrance where associates served up corn on the cob slathered with organic butter. It was the hit of the demo festival and, as James put it, it gave customers their first inkling that something special was going on.
"As they walked up through the parking lot, they could smell the sugar in the corn caramelizing, and they loved it with the Organic Valley butter. Organic corn has more sugar, and it pops off the cob easily because it's so tender and fresh."
Getting the products into people's mouths was worth everything, said Jeff Gilbertson, produce category manager for the chain.
"There's such a difference in the taste. You can talk all you want on the sales floor, but actually getting them to try organic products is a whole different deal. The [mainstream shopper] got an eye-opener as far as flavor and also the variety available. They were surprised by the corn, and that we had organic butter to put on it," Gilbertson said.
While people savored the corn, demo staffers explained to them that the butter on it was made from the milk of cows who exclusively eat organic food. "Telling-the-story" signs helped educate customers, too, but the human contact was invaluable, James and Gilbertson said.
In fact, execution at store level was so exemplary, it was key to making the event a success, James said.
"It was the first time we had done this many demos at a time, and they weren't easy ones. Most required actually cooking the product."
For example, one demo involved making pancakes from an organic mix, cutting them in quarters, and then adding cut, organic strawberries and pure maple syrup as toppings. Another popular item was a melange of organic vegetables, sauteed on-site with organic garlic in organic olive oil.
Gilbertson pointed out that a lot of people kept commenting on the organic strawberries and raspberries that were offered.
"They were impressed by the size and the burst of flavor. There's a common perception that you have to make compromises when you buy organics, on size and quality, but that's certainly not true anymore."
At one station, chopped organic leeks in warmed organic olive oil served as a dip for hunks of Lunds/Byerly's own organic, sourdough bread. At another station, organic broccoli and organic green onions were stir-fried with organic Chinese dumplings. The meat department grilled organic chicken sausage, peppers and onions together. Delis got in on the act with sandwiches on organic wheat bread with organic tomatoes and lettuce. Sliced organic bananas were featured on little bowls of puffed cereal.
A lot of planning -- it started a year ago -- went into getting things to run without a hitch. Good communication from top management down to the front lines gets much of the credit. "Everybody knew what was going on, and what they were supposed to do," Gilbertson said.
Special prices were in effect for a week leading up to the event, and for a week following it.
Organic corn, for instance, was retailed at five ears for $1.99. Its normal, competitive price is 59 cents an ear. Organic green onions, normally 98 cents a bunch, were two bunches for $1. Organic California peaches, usually $1.99 a pound, were $1.69, and a 10-ounce bag of Earthbound Farms salad mix, normally $3.49, was on special at $2.99.
The privately owned chain made a commitment to organics four years ago when it launched its Living Wise program, and since then has strengthened relationships with organic growers and distributors. At the time of the launch, the company carried about 1,200 stockkeeping units of organics storewide. Now that figure hovers around 12,000. Organic, fresh produce SKUs now number 75 to 100, depending on growing conditions and the season of the year, Gilbertson said.
