By highlighting special handcrafted products made on-site, the brand can further communicate its balance between traditions and new food trends. The store experience makes store-made and specially sourced products a star of the show, including a butter churning station (exclusive to the store), a diverse line of Midwestern heritage baked goods (featuring a variety of locally milled cornbreads) and in-house made deli meats, all exclusive to Harvest Market. Over the course of a shopping trip, customers encounter a set of experiences unique to Harvest Market, including the Farmhouse restaurant, a butter churning station and a series of featured “Farm Finds” merchandising areas that enliven center store aisles.īy highlighting special handcrafted products made on-site, the brand can further communicate its balance between traditions and new food trends. The prototype store translates Harvest Market’s new strategic direction into a distinctive experience that offers an edited product offering and provides a forum for telling stories about farmers, makers and producers. This strategic work has helped lay a foundation and offers a blueprint for what the Harvest Market stores will seek to accomplish through their experience. The brand promises to more directly connect consumers with the real farmers and producers who make their food, to tell their stories and share knowledge about the production and growing process. Shook Kelley developed a brand strategy and food philosophy for Harvest Market. It’s not about simply being “local,” it’s about creating genuine connections, and reflecting the community in a way no other store can. The new strategy builds on connections to the land and local knowledge about agriculture, farms and farmers. Though Harvest Market is a new brand, the NFI team has Illinois roots that stretch back many decades. The Harvest Market strategy represents a different narrative about food culture, one that is about creating connections with, sharing knowledge about and paying respect to the farmers and makers who produce our food. With strong competition from everyday low price leader Walmart and the growth of Hy-Vee throughout the Midwest, NFI needed to find new ways to compete. The new Harvest Market brand strategy seeks to develop a unique experience that taps into the cultural roots and operational strengths of NFI, as well as finding ways to be more relevant to food culture trends. Shook Kelley worked with NFI on a Discovery and Brand Strategy, which led to the launch of a new brand and a new prototype store in Champaign, Illinois. Recognizing it was time for evolution, NFI came to Shook Kelley to make sure their big next step would take them in the right direction, from the perspective of competition, food culture, internal culture building and customer experience. They are also innovation-minded and courageous. The question for NFI, along with many other companies consistently developing incremental innovations to their business, is when to consider a bigger change? NFI is a smart, pragmatic, business-savvy group. But these changes were always incremental. Of course, a lot has changed in the world of food culture and the food retail business in the last decade. County Market was continuing to thrive and develop, but something had changed. After helping design a prototype County Market and several rollout stores, the NFI team took the new brand design direction, and developed the experience throughout the entire chain.įast-forward ten years, and the NFI team made another call to Shook Kelley. NFI, based in Quincy, Illinois, is an employee-owned company that operates over 100 retail stores, including supermarkets, convenience, pet and hardware stores, under the County Market, Haymakers, ACE Hardware, Pet Supplies Plus, and Save-A-Lot banners. A decade ago, Shook Kelley helped Niemann Foods Inc (NFI) revitalize their chain of County Market stores.
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