Duncan Innes, founder of Sussex and the City, a supermarket located in Brighton, England, has taken the 'buy local' mantra to a logical, albeit extreme conclusion. Mr. Sussex and the City only sells products grown and/or manufactured within 50 miles of the store.
According to the Springwise.com, consumers have bought into the concept and wear shopping at the store as a badge of honor as they demonstrate local pride, show concern for the environment and get fresh foods at the same time.
Mr. Innes got a leg up on the local approach from the time he spent managing a local Japanese restaurant. The experience was invaluable as it gave him access to high quality, local suppliers.
RetailWire caught up with Mr. Innes to gain further insights into the Sussex and the City business model.
RW: How difficult is it to create a grocery business that solely sells local goods?
Innes: It depends how you define local goods. I only sell goods, which have been produced, grown or made within 50 miles of my shop. But some of the ingredients have been grown elsewhere. For me, it is as much about supporting local industry as it is reducing food miles. I'm also lucky to live in an area where wine, beer and cheese are specialties. I do sell chocolate that has been made locally, but the cooca is from far afield. I buy everything direct from the producer giving a real farmers market feel to the shop and cutting food miles further.
RW: Are you drawing from a wide range of consumers in your area or primarily those who could be labeled as activists?
Innes: My customers are primarily locals who like good food. Price, quality and value are still their primary drivers; they like the local angle. I reckon 10 percent of my customers come to me because they care about the environment, and another 10 percent are tourists who want to take away some food or drink from their visit to the area.
RW: What advice do you have for others in the U.S. and elsewhere who would like to take a similar approach to yours?
Innes: My main advice would be, make sure you have a great product range at a competitive price. Customers aren't stupid; try to meet as many farmers and food producers as possible to give yourself loads of product knowledge - that kind of knowledge is impossible for supermarkets to replicate. Take your product to your customers. I take stalls at food festivals and community events; I sell online and actively search out PR, TV etc. You are selling yourself, your region and a great lifestyle. Be proud about it.
Discussion Question: Do you think a grocery concept similar to Sussex and the City would make it in the U.S.? How keen are American consumers to buy local or, at the very least, to purchase products made in the U.S.?