DALLAS — Retailers trying to achieve authenticity and credibility with consumers must develop their own programs, but they must also listen to consumers and reflect the changes they demand, the chief operating officer of Sunflower Farmers Markets, Boulder, Colo., said here last week. “Take charge — don't just follow,” Chris Sherell advised. “But you also need to be willing to listen to consumers to build authenticity and credibility, which means you need to be flexible and to change as ...

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