Whiterose or Sparmani...
Meeting customers needs in Edward White’s family has owned a petrol station and SPAR forecourt shop at the traffic lights on the busy A623 at Calver in the heart of the Derbyshire Peak District since 1957. Over the ensuing 56 years, they watched the large building across the road change from a garage to a rival filling station, then a fish and chip restaurant, discount centre and café and, most recently, an outdoor clothing shop. Then, in January last year, the 2,500+ sq ft building came on the market at just about the same time that one of Edward’s ‘gut feeling’ business ideas came to fruition.
“I was convinced that what the local area needed was a farm shop selling locally sourced produce – I knew there was a demand, but we didn’t have the capacity in our SPAR forecourt shop. I knew I needed to think bigger,” recalls Edward – a serial entrepreneur well known in the local area. “I decided to buy the building and by July, it was mine, but I knew I needed some expert support to get the feel of the new shop right.” So Edward took his idea to SPAR and was delighted with the response. “SPAR brought in some brilliant designers from London who really helped create a welcoming, high quality retail space perfect for the quality, farm shop atmosphere I envisaged.” The team set to work with Edward putting his own firm ideas into the mix and in August 2013, the new White’s Calver store opened with a fanfare, and business has since boomed. Edward’s commitment to locally produced and sourced goods is emphasised in the new-look, high ceilinged store, with shelf barkers promoting the name of the producer or farm
Edward White
Above: Discrete Signage, Right: The building is in keeping with its beautiful surroundings
6 RuralRetailer ● Summer 2014 ● Issue 26