Morris Healthy Eating Partner: Pomme de Terre Food Co-op Pomme de Terre Co-op Customer Survey: As a partner in Morris Healthy Eating, Pomme de Terre Food Co-op (PDT) surveyed its customers during summer and fall 2009 to identify the reasons why customers shop at the co-op, how frequently they shop, and to gauge interest in fresh produce. PDT currently carries a variety of canned, frozen, and dried fruits and vegetables, but currently no fresh produce. A total of 84 PDT customers completed the survey. Four out of five customers (82 percent) shop at PDT at least once a week; with one in three shopping at PDT two or three times a week. About one in five (18 percent) shop at the co-op just a few times a year. The co-op offers two opportunities for shoppers to become affiliated with the store and receive purchase discounts. The vast majority of the respondents (71 percent) were not members of PDT, an option where shoppers join the co-op for an annual fee and receive a 5 percent discount on purchases. About one-third (35 percent) were PDT volunteers, contributing their time to the store’s operations. Volunteers receive discounts on their purchases at levels that vary with the hours and amount of responsibility the volunteer assumes.
No 13%
Yes 87%
Survey results indicate strong support for PDT to offer fresh produce, particularly if the produce is in season and/or organic. Many customers shop at PDT specifically because it offers local, organic, and natural food options.
Additional Pomme de Terre Food Co-op Research Key Findings—
Key Findings—
• The vast majority of Minnesota food co-ops now offer fresh produce year-round.
• Four out of five PDT customers (82 percent) shop weekly seeking healthier options; local, organic, and natural products; and to support the community.
• A total of 161 pounds of local, organically raised Haralson, Connell Red, and Macintosh applies were sold at PDT in a fresh produce pilot in fall 2009.
• Nearly nine out of ten PDT customers (87 percent) would purchase fresh fruits and vegetables at PDT, especially locally grown and organic produce.
• The Pomme de Terre Food Co-op offers the greatest variety of locally raised foods of any stores in Stevens County and a large portion of west Central Minnesota.
Additional findings
• In 2009, 13 percent of PDT’s inventory purchasing dollars were directed to local, Minnesota, and Wisconsin farmers/producers, with half of these purchases within the Pride of the Prairie region.
• Two out of three shoppers indicated they would buy produce raised by a local grower; more than half would buy organic produce; and half would buy seasonal fruits and vegetables. • Respondents were interested in purchasing a wide variety of fruits and vegetables. The most requested produce items were apples, bananas, greens, tomatoes, peppers, broccoli, and potatoes. • Customers’ top reasons for shopping at PDT included: healthier options; local, organic, and natural options; to support the community; to support the co-op; buy items in bulk; and specialty items.
40
Percent of PDT shoppers who would buy fresh fruits and vegetables
Pomme de Terre Food Co-op—Local Fruit Retail Pilot: Organically grown apples from Honey and Herbs Farm, Benson, Minnesota, were made available to co-op shoppers during fall 2009 as a fresh produce pilot project. The original order sold quickly and was followed by three additional orders. A total of 161 pounds of Haralson, Connell Red, and Macintosh applies were sold at PDT. Each pound had traveled less than 30 miles from where they were grown rather than the 1,500 mile average for most U.S. fruits and vegetables. These results support customer interest in buying fresh, local, organically grown produce at PDT Foods.
COMMUNITY FOOD ASSESSMENT