Today was my shopping day. Now, on the whole I don’t particularly enjoy grocery shopping – it is one more thing to fit in to an already busy week. My local independent supermarket does a pretty good job of having an interesting range of quality products, which helps a little bit, but on the whole, it is just one more job to get done.
I do however, enjoy my visit to the butcher and today was no different. So what is the difference? What does my local butcher provide that I can’t find elsewhere?
Sense of connection and trust
My butcher is more than just a place to buy meat. My butcher and I are on first name terms. We share all sorts of stories and local news. As with many other of their customers, I have shared in the roller coaster ride that he and his wife have been on over the past 6 months when their son was born 14 weeks premature. In turn, I share with him what is happening in the apple and pear industry and find points of common interest. He always has a slice of fritz on hand for my children if I have them in tow. I do not know him outside of the butcher’s shop, but have a real sense of connection with him which helps to build a sense of trust.
Knowledge and trust
My butcher tells me all about the meat he sells, where it comes from and what is good at different times of the year. He gives me good, reliable advice on the best way to prepare different cuts of meat. In return, he often asks me for feedback on what he is selling. He genuinely wants to make sure that he is delivering the best possible quality, so he listens to his customers. Today he wanted to know if I was happy with the taste of the sirloin steak I have been buying recently as we move into winter pastures and the appearance of the local grass-fed beef changes. I could gladly report that it is still eating well and I now have a greater appreciation of the impact of changing seasons on meat quality. He is open about his product and as a result, I trust it.
Quality and trust
He consistently supplies a very good quality product and if on the extremely rare occasion I am not happy with something, I know that I can give feedback and he will go out of his way to supply me with something better next time. I don’t even think about buying my meat elsewhere as I can trust him to deliver a great product every time.
So what can the food and agriculture industry learn from this? What can we do to build that sense of connection with the consumer? How can we share our knowledge with them? How can we make sure we deliver a quality product and build in a feedback loop to make sure we know when we are going wrong?
These are not new questions and there is no one simple answer. However I am sure that I am not the only consumer that is fed up with the sterility of the shopping aisles. I certainly understand the draw to places like the central market and farmers markets, where there is atmosphere and vibrancy. It doesn’t however, particularly suit my life at the moment to drive 30 minutes or more for my regular shop and it doesn’t suit me to always shop when the markets are open. I love the convenience of being able to shop locally at a time that suits me and supermarkets (and my local butcher) provide most of what I need. It is a fact of life that supermarkets provide food for the vast majority of our population and will continue to do so. But I believe there is something really key missing – the sense of the food that we are buying being more than just a commodity, the sense of knowledge about our food and its seasonality, the sense of connection to where it is grown and in turn, a sense of trust.
At a recent apple orchard open day, many parents reported to me that they brought their children along to show them where their food comes from. Parents and children alike relished the experience to be able to wander an orchard, pick fruit directly from the tree and soak up their surroundings – smells, sounds, sights and flavours combined to form long lasting and tangible memories.
It is not possible or practical to take all shopping experiences back to the source of production. However, imagine the impact if some of that experience could somehow be brought into the shops and retail outlets in exciting and creative ways! Here lies a challenge for our industry!