A whole new market for Super Value
Super Value is taking a page from one of the best-selling "books" in the grocery trade, actively developing a Bahamian version of high-end retailer Whole Foods. "We're now in the planning stages for our next store, looking at about 18 months to open," said Rupert Roberts, president for the local chain. "It will be in the west end, between Lyford Cay and Cable Beach, and lean heavily toward that Whole Foods concept." That blueprint has taken the Texas-based business from one small shop specializing in natural foods to a mega-chain of 265 locations spread across North America and the UK. The transformation wasn't effected over night, rather a period of 30 years and in step with a growing consumer appetite for healthy living. The chain now employees some 54,000 workers not only in its retail outlets but in the extensive network of production plants needed to churn out the speciality foods the company hawks. While it carries mainstream, garden-variety brands, more than 50 percent of its merchandise is focused on those healthful alternatives. For example, an "Oreo" style cookie touting the "Whole Foods" label, is virtually the same as the real thing, but without the hydronated fat, largely considered bad for you albeit rather tasty. It's the sort of item Robert's store would carry. In fact, he's looking to replicate the whole formula, intending to draw 25- to 40-percent of his product line from the organic and natural food category. Generally, they come with a weightier price tag for consumer and retailer alike, although Whole Food's has developed entire ad campaigns around countering that perception. It's success has been somewhat limited. Still, Roberts is convinced the local market can, in fact, bear the higher prices, given the practice, adopted by many well-heeled and health-conscious Bahamians, of travelling state-side for speciality foods. "They're doing it now, purchasing in the U.S. —we will be just making it more easy for them and cheaper ," said Roberts, suggesting consumers welcome being able to buy their nutritious nibbles without leaving Still with a relatively short shelf life most of the food Roberts's eleventh location would carry will need to get sold — and fast — in order to minimize losses to spoilage. It's a concern mitigated for retailers in larger markets but may hit Super Value's speciality operation like a cream pie — one made with antibiotic-free milk of course. Still, the seasoned grocer Roberts remains confident. "A deli, a bakery, a (gourmet shop) — that's sort of waht makes the Whole Foods concept is all about," he said. "We will have to have more of them in the new store than we have at the moment." In even more ways, that operation would represent a real departure from his core business, servicing the inner-city markets of Nassau. Five of his ten stores, in fact, are located with that central core. That differs from his major competitor, City Market, which has tended toward the suburbs. "Serving the middle-class is not as comfortable as serving the upper class," said Roberts, "but we started there and will continue to service those communities. "This new store would only represent a broadening of our customer base."
January 17, 2008
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