Wednesday, December 12, 2018

Are Consumers Ready to Forget City Grocery Stores for Farmstead

Foodservice Solutions® Grocerant ScoreCards have consistently shown that consumers prefer food that has the ‘halo’ of better for you around it according to Steven Johnson, the Grocerant Guru®.  Recently digital micro-grocer Farmstead raised an additional $2.2 million venture round to help accelerate its nationwide expansion empowering incremental choice for consumer looking for fresh food that is ‘better-for-you”.
Farmstead is less than three years old.  They source and delivers fresh, local food from farm to fridge within 60 minutes, using its AI-powered predictive analytics models to accurately predict demand and supply accordingly to help minimize food waste. The company currently serves the Bay Area, where its customer base has been growing 20%-30% month over month with strong repeat business, according to a statement.
Mike Hirshland, general partner with Resolute Ventures stated “To replace a trip to the grocery store, so many things have to go right, from ordering the right inventory to last-mile delivery,” “Farmstead has cracked the code on making grocery delivery profitable and rapidly scalable—this could legitimately become a monster company.”
Legacy grocery store are still focused on driving customers into their legacy footprint grocery stores where consumers spend an average of 43 minutes in the store.  Let’s stop right here and just think about it.  From farm to fridge in 60 minutes or spend 43 minutes in a grocery store buying old food?
Legacy grocery stores reputation for innovation has not be stellar over the past 30 years.  If fact most grocery stores today look like those of 1970.  Why?  Legacy grocery stores must start looking a customer ahead rather than looking back.  Consumers are starving for grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food.  What are you selling and where are you selling it?
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information.

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