2021 Winter The Real Deal - Independent Natural Food ...
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2021 Winter
The Real Deal
Photo from INFRA’s Recipe Box. Find this month’s recipes on the Recipe Box page of the Members-Only-Area (MOA).
Opportunity PAT S HE RIDAN INTERIM PRE S IDENT & CEO As 2020 slowly becomes but a memory, I’d like to acknowledge INFRA’s two greatest assets... the INFRA Member community and our INFRA team. Together we have done, and will continue to do, great things. During my first year as your Interim CEO, I intended to be on the road, visiting member stores, meeting you and your teams, and participating in and contributing to many of the outstanding events for which the natural and organic industry is known. But, to paraphrase a great Scottish poet, best laid plans often go awry. Instead, I was handed opportunity. Opportunity? Yes, that’s an optimistic view of what 2020 gave to us, but indeed it did. The INFRA team was afforded many opportunities to grow, serve our members in new ways, and set the stage for what comes next. We were given the opportunity to consolidate and provide access to all types of resources. From connecting members to financial relief options, holding educational webinars, providing shared safe operating guidelines, to keeping true to our cooperative spirit by offering more sharing events, we continued to be an important resource for information, collaboration, and support throughout the year. We were given the opportunity to pivot our events and programs to virtual platforms so members could continue to make connections and operate their stores with insights. The speakers and information we have been providing have remained incredibly dynamic. We had the opportunity to look inward at our organization and build a strategic framework for the future that the INFRA Board approved in November. We invested in the team to build a better organization to serve our members. We focused our plans for 2021 to positively impact members in the future. So, what opportunities are upcoming for you, our members? New technology for education will replace our aging ART platform in mid-2021. We’ll be testing Cultivate, a new product promotional opportunity focusing on innovative, on-trend brands starting in the Southwest region this Spring. You’ll find a better experience created just for INFRA Members for engaging in and ordering your holiday show products. You’ll be asked to provide feedback on what’s important to you as we explore technology updates for our member engagement and communication programs like the INFRA ListServ and the Members-Only-Area on our website. And so much more that we have planned to increase service, support, and opportunity for INFRA Members. Members also have two upcoming important opportunities to share your voice. First, it’s Board election season and there are four open seats available to be filled this year. Please consider applying to run for one of these seats. A seat on the Board is an opportunity to directly impact our mission and to shape the strategy at your cooperative. It’s also an opportunity to work directly with an inspiring group of members and INFRA team. Second, you’ll be seeing the annual INFRA Census in your inbox in early March. The information we gather in the Census provides INFRA with important data and shapes what programs we prioritize and how we deliver them. Please take the time to complete and submit your data to ensure your store is represented. And finally, I hope 2021 gives us the opportunity to greet each other in person; if not at large events, then in your communities and your stores. I thank everyone in our community for making me feel welcome in 2020. I look forward to working with each of you in 2021, a year of opportunity.
The Board Corner
Hi, this is Cheryl from The Whole Wheatery and the INFRA Board of Directors. As I handed the
gavel over to our new Chair, John Pitarri from New Morning, I reflected on all the benefits of
serving on the INFRA Board. Now it is time for new officers to be nominated for those seats that
will be vacated. I want to share some of those benefits of serving with you and encourage you to
seriously consider becoming an INFRA Board Member for a few years.
If you ever want to expand your network, invest in our community, gain a new skill set or would
like your voice heard in a unique environment, these are some great reasons to serve on the
INFRA Board. Yes, you will expand your network of business associates, friends, and resources.
The personal and professional connections you gain from the experience of serving on the INFRA
Board will make it worth your time and attention, and it will benefit you and your business. Prepare
Reap More
to become more educated than you were before, as you now have a strong circle of talented and
dedicated peers serving on the Board with you. Each of us brings our own talent and experience to
Than You
that boardroom and each of us has a vital role in the decision-making process that guides INFRA
forward. Sow CHERY L HUGHE S
BOARD VICE CHAIR & OWNER
You will build a new set of skills in the process as you learn about the issues facing our industry and OF THE WHOLE WHE ATERY
our organization. You will be able to practice your skills as a leader and an effective communicator
among industry peers seeking common solutions and opportunities driving the growth and success of INFRA. Certainly, you will be
involved with the dynamics of persuasion and discussion and appreciate everyone having a voice. Yes, we all come from different
backgrounds with different skill sets, but here on the Board we all work as one unit. Ultimately, our voices become one.
The Board of Directors at INFRA plays a critical role in our organization. We protect our mission and values, oversee our financial and
legal well-being and provide future direction for our association. You will become even more of an ambassador for our organization
and an advocate for our causes. I invite you to consider running for an INFRA Board seat as indeed you will reap more than you can
sow. But sow you will!
2021 Board of Directors Election
TERRI NE L SON
BOARD ADMINI S TR ATOR
We are currently accepting applications for the INFRA 2021 Board of Directors until February 24, the application deadline. Serving
on the Board is a 3-year commitment and if you have been a member for at least one year as of April 1, 2021, you are eligible to apply.
Please consider joining this passionate group of independent retailers to help guide INFRA’s future. See timeline details below. Click
here to apply!
February 24: Applications due
March 3-March 24: Applicants interviewed and slate prepared by Nominations Committee
May 4: Slate presented to INFRA Board for ratification
May 5: Electronic voting begins
June 2: Electronic voting closes
June 7-11: Candidates notified of election results
June 23: New Board Members announced during Annual Membership Meeting
Upcoming Virtual Events HANNAH GOME S EDUC ATION & E VENT S COORDINATOR The year is well under way and we are excited to invite you to a variety of engaging virtual events. Take a look at what is coming up in the near future and register now! VIR TUAL INTEN S IVE S AND S HARE GROUPS S HARE THE LOVE — CRE ATING A REWARDING LOYALT Y PROGR AM INTE N S IVE Have you ever wished you could create a shopping experience with the potential to increase sales while also rewarding dedicated customers? Are you looking to elevate your customers’ shopping experience beyond smiles at the door and great products on the shelf? Do you want to reward your dedicated customers while driving additional sales? Well, you can do just that with a customer loyalty program! In this educational series, you will discover the fundamentals of developing and promoting a successful loyalty program. INFRA Region Managers Drew Alexander and Meagan Van Beest will share what to expect for costs, sales, marketing, and implementation. You’ll get an overview of loyalty apps and software that can either be standalone or integrated with your POS (such as LoyaltyBot from ECRS). We’ll also dive into how to capture and utilize customer data to measure and improve store performance. Plus, there will be ample opportunity for peer sharing and plenty of time to ask your burning loyalty program questions. Whether you’re looking to start offering customer rewards or want to improve your existing program, this series offers many implementable ideas for creating a rewarding loyalty program that helps you share the love with your customers! Day 1: February 11 at 2pm–4pm Central At time of publishing, this session has passed. Watch the session recording on the MOA and join us for the remaining sessions! Day 2: February 18 at 2pm–4pm Central As we continue to discuss how to create an exceptional loyalty program, we will take time for you to meet with your peers and share your experience, ideas, and wisdom on the subject. Day 3: February 25 at 2pm–4pm Central As we wrap up our discussion on loyalty programs, we will focus on implementing the tools and knowledge we have learned. By registering for this event, you are able to join any or all sessions. Register here! ECOMME RCE AF TE R THE PANDE MIC S HARE GROUP The world of retail will look a lot different as we emerge from the changes the pandemic thrust upon us. Please join INFRA this March for a share group focused on the innovation that has emerged in ecommerce. You will have the opportunity to hear from your fellow INFRA peers, experts, and speakers from ecommerce platforms. Your peers will share what they have learned from their experiences of moving onto an ecommerce platform. INFRA experts will speak to their ecommerce guidance and wisdom as well as best practices and store-agnostic solutions. Listen to ecommerce vendors to better understand what platforms are out there and which platform may be the best for you. Come prepared with your questions, concerns, and advice. Kick-Off, Tuesday, March 30 at 11am Central. Register here! C ATEGORY RE VIEWS AND WE BINARS CENTER S TORE & FRE S H DEPAR TME NT ME RCHANDI S ING C ATEGORY RE VIEW How is your merchandising? Do you feel like your departments play well together, or could you use some fresh ideas? Do you wish you could tell a better story with your promotions? Or are you feeling like the look of your store is visual perfection? Wherever you are with your merchandising, please join us for a webinar exploring ways to cross merchandise your Fresh and Center Store departments to grab all the sales you can. Whether you feel completely lost and need some pointers, or if you are confident in your strategy and have ideas to share, you are welcome! Join Jesse Roque, INFRA’s Retail Services & Merchandising Specialist, as well as Michael Paynic, Food
Service Program Manager, and Matt Olson, Fresh Program Manager, as we talk about how to get all departments in on the fun that is cross merchandising. Thursday, February 18 at 3pm Central. Register here! NEW FRE S H S HARING S E RIE S : FOOD S E RVICE & PRODUCE In 2021 the Fresh team will focus on bringing together Food Service and Produce level staff in order to build a network of professionals in each department. The networking groups will share ideas or expertise and support each other in improving operational excellence. The first meetings will be held in March. During this time, Matt Olson, Fresh Program Manager, will introduce the Produce Sharing Series and Michael Paynic, Food Service Program Manager, will introduce the Food Service Sharing Series. Suggested topics for the year will be shared and feedback will be gathered from members on topics they would like to see covered. Food Service Sharing Series Introduction Join Michael Paynic, Food Service Program Manager, to learn more about INFRA’s new initiative to build a network of food service professionals. This is a great opportunity to interact and build relationships with food service department staff outside of your store! Tuesday, March 9 at 3pm Central. Register here! Produce Sharing Series Introduction Join Matt Olson, Fresh Program Manager, to learn more about INFRA’s new initiative to build a network of produce professionals. This is a great opportunity to interact and build relationships with produce department staff outside of your store! Thursday, March 11 at 3pm Central. Register here! CEN SUS 2 02 0 WEBINAR : INFORMATION I S POWE R ! INFRA Members are competitors in the natural foods industry, and their influence is still growing! The annual census is our chance to take a snapshot of membership and gain specific, measurable insight into your business. We use aggregated, anonymized data to negotiate with industry partners on your behalf and to learn how we can serve you better. Join Senior Region Manager Mike Ohman and Reporting Analyst Zoë Stromswold for a conversation about why the census is important and how you can do your part. Wednesday, March 10 at 2pm Central. Register here! GROCERY BULK C ATEGORY RE VIEW Bulk departments have changed a lot over the years, going in some cases from vats of peanut butter scooped into jars to fancy nut grinders and artisan olive oil. Today, bulk departments are an environmentally and economically conscious way for your shoppers to get the products they need in the quantities they want. Whether your bulk department is a sleek destination or a small corner full of spice jars, it’s a great time to discuss what else this area can do for your customers. Join Jesse Roque, INFRA’s Retail Services & Merchandising Specialist, to explore some best practices and new ways of looking at this crucial area. Tuesday, March 16 at 1pm & Thursday, March 18 at 3pm Central. Register here! WELLNE S S BULK AND D. I .Y. C ATEGORY RE VIEW Bulk wellness items can be a fun way to get effective products into your customers’ hands for much less than their packaged counterparts. Bulk can also be a more sustainable way to increase your product offerings while introducing your customers to the world of DIY skin and body care. Join Jesse Roque, INFRA’s Retail Services and Merchandising Specialist, for an exploration of how to utilize bulk in the wellness department. Come with your own ideas on products, packaging, and best practices to share with your peers, or just sit back for a discussion on this exciting area. Tuesday, March 23 at 1pm & Thursday, March 25 at 3pm Central. Register here! FROZ EN FOODS C ATEGORY RE VIEW Ever since COVID hit last spring, sales of frozen foods have skyrocketed, forcing a lot of stores to re-evaluate their frozen sets. What used to be a dependably steady, if not slightly stale, segment was brought into the forefront as shoppers stocked up and looked to tried and trusted frozen foods to fill the gaps. Will the frozen segment continue to grow as more shoppers realize that flavor and nutrition don’t need to be second fiddle to convenience? Or will this category decline with a return to “normalcy?” We’ll be looking into those questions, as well as perusing product offerings and trends in Frozen. Tuesday, April 20 at 1pm Central & Thursday, April 22 at 3pm Central. Register here! All virtual events are open to both INFRA Members and Associate Retailers. See all upcoming events and more on the Events page of the MOA. If you have questions, feel free to reach out to Hannah, INFRA’s Education & Events Coordinator, at hgomes@infretailers.com.
Pricing Intensive Recap: Planning Your Next Steps for Pricing Strategy Success MAT T RYAN RE TAIL S ERVICE S MANAGE R In January more than 80 INFRA Retailers attended INFRA’s first virtual intensive of 2021, Priced to Compete! Over the span of three sessions, participants learned why adopting a hybrid pricing strategy is more important than ever, reviewed essential pricing tools and tactics, and networked with peers in small group breakouts. Members walked away with clarity on the necessary steps for establishing a pricing strategy and what INFRA resources are available to help. INFRA is currently offering a pricing strategy check-up to any member who attended the Priced to Compete virtual intensive. If you have not scheduled your store’s check-up, contact your INFRA Region Manager for details. Did you miss the session? No problem, the full recordings are now available through the Events page of the MOA. Along with the recordings, you will also find useful tools that were shared during the intensive, including a pricing strategy readiness assessment, competitor assessment, and a pricing strategy primer. These resources will help you identify your strengths and weaknesses with pricing and chart your path to improvement. If you’re looking to supercharge your pricing strategy and want some help getting started, INFRA’s Retail Consulting team is available to support you. Our team can do everything from delegating the tasks with store staff to creating deli pricing that entices shoppers while maintaining strong margins. To learn more about Retail Consulting, and to view our complete menu of expanded offerings, please visit the Retail Consulting page of the MOA or contact Matt Ryan, Retail Services Manager, at mryan@infretailers.com. INFRA’s E-learning is Taking a Big Step Forward! MAT T RYAN RE TAIL S ERVICE S MANAGE R INFRA previously announced that we are moving away from our current platform for the Academy of Retail Training (ART) and into a more modernized, user-friendly system. After trialing several systems and considering vital feedback from member testers, I’m happy to report that we have made significant progress in our decision for a new Learning Management System (LMS) and will begin onboarding existing ART users starting in Quarter 2 of this year. The new LMS will offer member-users numerous advantages over the legacy platform, including courses that can be created using a variety of formats from recorded screenshares to PowerPoint presentations to interesting YouTube clips. Store managers will benefit from improved staff management and course reporting that informs them of the most useful data. And, in true INFRA spirit, you’ll be able to share your most effective lessons with your INFRA peers! Look out for communications in the near future that will detail how the transition will work and how your store can take the next step in e-learning with INFRA. If you have any questions, please contact Matt Ryan, Retail Services Manager, at mryan@infretailers.com.
A Deeper Look at CoMetrics: Sales Per Labor Hour
MAT T RYAN
RE TAIL S ERVICE S MANAGE R
When looking at CoMetrics and considering Sales per Labor Hour (SPLH) for budgeting, remember that it is a measure of efficiency and
not profitability. To this end, the best practice is to aim for an SPLH number that is neither too high nor too low and takes into account
total sales growth and a healthy margin. Ignoring other metrics may endanger overall profitability. For instance, a SPLH number that
exceeds even the upper quartile performers may lead to Grocery stockers rushing products sloppily onto the shelf which leads to a
poor shopping experience and thus to smaller sales. On the flip side, a very low number may indicate poor scheduling with Wellness
employees hanging out in a lightly shopped department.
Once you have established a budget for labor hours, you can use this measure to improve accountability in each department. Your
managers will be given this goal and work with their team to fill the hours available to get the job done. Experienced managers will
use this to make a highly productive department. It may be a sign that more training is needed if the targeted number is consistently
exceeded while the work is just barely getting done.
A department’s budget can also be tied to hourly sales volume to best serve the customer. High touch departments like Deli, the Meat
Counter, or Front End (cashiers) greatly benefit from schedules that are tied to high demand times. Conversely, you might want to
schedule certain projects for down times when shoppers won’t be negatively impacted by resets, cleaning, stocking, or other tasks that
are done in the aisles.
Looking at certain benchmarks by
department also illustrates some of the
different ways that each department
contributes to the store’s bottom
line. In most natural food stores, the
Grocery department is the workhorse,
contributing big dollar volume with low
labor input through the execution of good
merchandising and a superior product
assortment. Deli is a place where you invest in a high labor cost to bring in customers with unique offerings using high quality ingredients.
It is tough to compare the labor inputs for these two departments within a store, but with CoMetrics benchmarking you can compare
your performance to these specific departments.
You can find the latest CoMetrics Digest on the CoMetrics page of the MOA. For more information on CoMetrics, please reach out to
Matt Ryan, Retail Services Manager, at mryan@infretailers.com.
Capturing Your Shoppers’ Spend
NICK AUZ E NNE
DIREC TOR OF PURCHA S ING
The INFRA community has been having a lot of conversation about access to product in today’s turbulent marketplace. Consistent access
to goods at a fair price can make all the difference in the growth of your business, but it is only part of the equation. What are some
of the other variables, you ask? I believe that pricing strategy and product differentiation are key to the success of a grocery business.
Developing a pricing strategy that wins over your customers is paramount to maintaining sustainable growth of your business. If you
have not given much thought to a pricing strategy, I encourage you to spend some time reviewing the concept with your team. Make the
time to discuss how your business can improve performance with better execution of promotions and a targeted use of EDLPs (Every
Day Low Prices) in the most price sensitive categories and product segments. It is important for you to survey the local marketplace
and see how your pricing compares on signpost items to avoid losing cost-conscious customers to the competition.
Price continues to be one of the utmost considerations for shoppers when choosing where to buy groceries. INFRA Retailers must
become more strategic with price to maintain competitiveness against both conventional and “supernatural” grocers. With the right
pricing strategy, INFRA Retailers can compete on price, and win a fair share of each shopper’s grocery spend, every time they visit!
Product differentiation is also an important variable in the growth equation. Having the right product mix to meet your customers’
needs is a contributing factor to the growth equation. This means finding the right balance between local, specialty, and nationally
recognized brands. Optimizing your mix can have dramatic effects on improving customer loyalty and your bottom line.
The INFRA Team works hard every day to help members stay competitive at shelf, both in price and differentiation. These points are
key drivers in our work to support INFRA Members’ resiliency in the marketplace. Day in and day out, INFRA is constantly exploring
ways to enhance programming to better help members stand out in the crowded landscape of natural foods grocers. Some of the 2020
highlights included:
• revamped Regional Ad program
• development of the Family Brand Ad program
• rollout of the Project Waste Not estimates platform
• securing secondary access to INFRA Deals through Threshold and UNFI
• INFRA’s first ever virtual Conference & Tabletop
• announcement of the Cultivate new item pilot in the SW
• renewal of the Equal Exchange Bulk Coffee Program
The member response to these initiatives has been positive, and development of new programs hinges on increased member participation
in the current programs. I encourage all of you to assess your current level of engagement with INFRA, your utilization of INFRA
programs, and where we might provide additional value to your business.
YOUR FEEDBACK , OUR FOCUS
NICK AUZ E NNE , DIREC TOR OF PURCHA S ING
The year 2020 posed many challenges to all points of the supply chain. Access to holiday product was no exception. On top of COVID-19
challenges, retailers had to navigate seasonal product minimums, deadlines, and lost orders. We heard you loud and clear. I am happy
to announce that the INFRA Team is working closely with KeHE on ways to improve your 2021 holiday planning experience. Stay tuned
for more details in the coming weeks!
New Equipment & Supplies Benefits for Members
R ACHEL COME AUX
FRE S H TE AM MANAGE R
ATL ANTIC FOOD BARS
INFRA has entered into a partnership with Atlantic Food Bars, a supplier of standard and custom hot and cold food display equipment.
This relationship brings the following benefits to members:
• National chain single unit pricing
• National chain quantity discount pricing on orders of 5 or more units at one time
• Guidance in case recommendations
• Quotes upon request that include drawings and photos
For over 70 years, and now in its 4th generation of family leadership, Atlantic Food Bars’ peerless design, engineering, and manufacturing
teams have created standard and custom food display equipment that meets the ever-changing needs of growing food retailers, from
single unit operators to multi-national companies. Their reputation for attractive, quality merchandisers at competitive pricing is
unmatched, but it is their ability to tailor any design to their customers’ specific needs, along with their attention to detail and world-
class customer service that has distinguished them in the food service equipment industry. They excel at making their customers happy
each time, every time. From extensive hot and cold prepared food lineups to 26-inch chicken cases, all Atlantic Food Bars equipment
carries the industry’s longest warranties and offers guaranteed temperature maintenance.
For more information about Atlantic Food Bars please visit their MOA page. Drew Feldman, Executive Vice President is available for
questions and assistance at (888) 632-5765 or drew.feldman@atlanticfoodbars.com.
DI S POSABLE GLOVE S AVAIL ABLE THROUGH CINTA S
As a preferred Cintas customer, disposable gloves are now available for members to purchase through Cintas. You do not need to have a
current contract setup with Cintas to purchase gloves. Contact INFRA’s Account Manager at Cintas, Chris Nagurski, for more information
on glove types and pricing. He can be reached at (218) 349-2261 or nagurskic@cintas.com.
Bagito Promotion
R ACHEL COME AUX
FRE S H TE AM MANAGE R
Kick off 2021 by adding sustainable, convenient, and multi-use products from Bagito to your shelves. INFRA’s relationship with Bagito
provides members with discounted pricing for all Bagito items. See their full product catalog and special INFRA Member pricing.
Current INFRA promotions running through the end of April:
• Order 50 Bagito Originals or Grandes and get FIVE FREE Handbags or Cutlery Sets
• Reduced minimum order requirement – 25 pieces and free set-up fees for first imprint screen (regularly $45) for Bagito
Original, Grande, Produce/Bulk Bags and Bamboo Cutlery Sets
Bagito reusable products reduce trash by up to 100% and reduce carbon emission by up to 80% when compared to their single-use
counterparts. Made from either 100% recycled plastics, 100% organic/non-GMO cotton or 100% natural bamboo, Bagito products are
premium, convenient, and designed to last. As an added bonus, each Bagito sold teaches a K-12 student how to sustain their natural
world through a donation to Bagito’s sister non-profit Power2Sustain. Each product comes with a hangtag that shares a story.
John Hendrix, Sales Director at Bagito, is available to answer questions or provide quotes. He can be reached at john@bagito.co or
(530) 815-4565.
Spring Leek Challenge
MAT T OL SON
FRE S H PROGR AM MANAGE R
As the weather turns from cool to warm, we challenge you to sell more leeks! Leeks are a great vegetable to transition the season. They
are versatile enough to use in colder-weather dishes, such as soups but also in salads or sautéed with other vegetables. As other spring
alliums come into season, leeks work well as a centerpiece for fun seasonal displays. With this spirit of fun and education in mind, we
have created a Spring Leek Challenge for INFRA Members.
The contest will run for one week from March 8–March 14. In addition to the contest, we have created a suite of resources to go along
with this. Please visit the Fresh page on the MOA to download those resources and find more details about the Spring Leek Challenge.
If you have questions, please reach out to Fresh Program Manager Matt Olson at molson@infretailers.com.
Get To Know Your Fellow INFRA Members
ME ADOW FARM FOODS
JOHN FIE LDS TROM
REGION MANAGER
Take County Road 1 from Fergus Falls, Minnesota to the outskirts of town and you’ll soon run into Meadow Farm Foods. There is
plenty of parking space in the loose gravel lot, but based on the surrounding cornfields one wouldn’t expect to walk inside and find
a mature natural foods store. The store has been in business
for more than 40 years, but it was only recently purchased
by Sander Habraken four years ago. Sander is something of a
renaissance man. Like many INFRA Members, he bought the
store because of his passion for local and organic fresh foods.
In addition to running Meadow Farm Foods, he is also deeply
involved in other local businesses, and he even works piloting a
private jet.
But what really makes Sander and his family stand out among
INFRA Members is the work they do with the local community.
The Habraken family also works for an organization that seeks to
find meaningful employment and skill-development opportunities for people living with disabilities in the Fergus Falls area. Sander has
worked hard to make Meadow Farm Foods a hub for this mission. As of this writing, almost half of the store’s employees have come from
this program, offering a sense of purpose and belonging to people who are often excluded and ostracized from their greater community.
Because of the loyalty that Meadow Farm Foods has earned throughout its 40 years in business, customers know that the store and its
staff can be a trusted source of empathy and patience during the dark winter of COVID-19. Patricia Wahl, the store’s General Manager,
has worked tirelessly to adapt the small store to the rapidly changing and diverse needs of her community. She and her staff are leaning
in on a “people first” approach to customer service, acknowledging that customers want to shop in a variety of different ways. One of
the most important examples Meadow Farm Foods sets during the pandemic is that our businesses need to stay focused on our missions
and our humanity, now more than ever.
Learn more about Meadow Farm Foods and their story on their Facebook page.
DATE AND TH Y ME ORGANIC C AFE AND MARKE T
LINDY BANNI S TER
CEO, FOOD MAT TERS MARKE T
Have you ever dreamt of going to the tropics? Where the locals are friendly, the sand is warm, and the food is exquisite? Turn your car
south from Fort Lauderdale and visit Date and Thyme in Key West. Yes, we have another member that lives in paradise. Here is their
story, we hope you enjoy it and give it a try.
In 2008, Charlotte Sophia moved to Key West and turned her
vision of health and wellness into a reality. With the support
of her business partner Simon Basner, a lot of faith, and an
unrelenting vision, they have seen Date & Thyme grow from a
small take-out cafe into a thriving community center. In their
own words:
“Date and Thyme began as a one room operation, in a charming
little space that was an early twentieth century gas station.
In less than 300 square feet, [we] turned out breakfast, lunch
coffee, and freshly made smoothies every day. After much hard
work and passion, what began with two or three employees at
a time (we couldn’t fit in anymore!) we began to grow into something greater.
During our early years, there was a great need in Key West for more organic produce and so our weekly Farmer’s Market was born. Every
Monday morning, table of fresh fruits and vegetables lined our patio, and our community followed. Two years later, when the only supplierof organic produce stopped offering deliveries to the Florida Keys, we had to take matters into our own hands. Rather than compromise
our quality, we deepened our relationships with our local South Florida farmers and eventually bought our own refrigerated truck. We
set out at 2am every week, (organic coffee in hand) to pick up our own deliveries from mainland Florida and began delivering product
to our fellow cafés and health food stores throughout the Keys who had also been affected by the loss.
In 2012, the time was right to take another step forward. We
expanded our business, taking over the laundromat adjacent
to our café to open our retail store and expand our offerings
in the café.
The mission remained the same: provide the freshest organic
food possible and make living well easy and accessible to
all. Now with a 10-door walk-in cooler, we were finally able
to offer organic produce 7 days a week. To this day, Date &
Thyme is the largest purveyor of organic and local produce
in Key West.”
Charlotte and Simon’s beliefs are that “there is a date and time in our lives when we understand that our old ways of eating, acting,
thinking, or feeling no longer serve us. We realize that change is possible, and that we can help ourselves. We believe that true health
and wellness come not only from the food we eat, but the thoughts we think, the actions we take, and how we choose to live our everyday
lives. To live life well is to nourish body, mind, and spirit. The date and time is now!”
So, throw your suitcase in the car, head south to the end of the road, and enjoy! If you’d like to learn more, visit their website at
dateandthyme.com.
SOULBE RRY NATUR AL MARKE T
DREW ALE X ANDE R
REGION MANAGER
Soulberry—it’s not the most common fruit in the market. In fact, you have probably never heard of it before. Well, you’ve probably
gotten a taste before and have no idea. . .
Soulberry isn’t a fruit—it’s a market, one of the latest to enter the INFRA
ranks. But the owners—Ameer & Brittany Yassin—are no strangers
to our community. We’ve been spending time with the two at INFRA
events for years, through their previous work at Green Life Market in
New Jersey. The couple jumped the state line into Pennsylvania and are
about to open Soulberry in the town of New Hope.
They’ve spent the better part of 2020 building from the ground up
and have reached a fever pitch of excitement—the kind many INFRA
Members know good and well! It has been Ameer’s dream to open his
own store for many years and despite remodels, expansions, and new
location acquisitions at Green Life, the process of cultivating Soulberry
from scratch has been quite a challenge. Especially during a pandemic!
But it’s been equally rewarding for the couple, as well—that special pride that comes from seeing all your hard work coming to fruition.
They credit a lot of their successes to what they’ve learned as a part of INFRA and emphasize the gratitude that they have for the
relationships built through the INFRA community. Both locally and across the country, Ameer and Brittany have found priceless
guidance from members, large and small, who’ve plowed the same soil.
Soulberry might seem like an odd name for a store, unless you live in the area—they are located in Solebury Township. The play on
words is not just a nod to their new home but also a reflection of how the market combines their dedication and values with the food
that they love!
Read more about their story and stay tuned for their grand opening by visiting their website at soulberrymarket.com!Brand Leadership in Social Justice
ERIC A SCHULTE KING
DIREC TOR OF MARKE TING AND COMMUNIC ATION S
In the Fall Real Deal, I gave content space to three brands who are making great strides in sustainability as more companies are
discovering ways to lessen their environmental impact through their packaging, operations, and ingredients choices. This quarter, I
reserved space for two women I met over the last couple years, one in-person at the HealthFirst Conference in Banff, and the other at a
virtual event through EXPO Spark. Their stories of resilience, perseverance, and gratitude are ones that should be told, and I hope you
enjoy reading and learning a little more about these women who are in the throes of building their businesses.
ELLIE BIANC A
PROVIDED BY KOMAL BA S HIR , BR AND MANAGE R
Evelyne Nyairo, Founder of Ellie Bianca, came to Canada from Kenya on her own at the age of 16,
hoping to build a better life. After working her way to a power position consulting in the oil and
gas industry, she followed her passion into the business of skincare. During one of her engineering
projects, she travelled to Chad in Central Africa, and couldn’t help but notice how beautiful the
womens’ skin was – they were tapping into the power of plants and superfoods all around them.
During that trip, she also noticed how much women were unfairly treated. When she was purchasing
mangoes, she was told to pay the husband when it was the wife that picked the mangoes for her.
This was unfair and wrong, and she was motivated to help improve the lives of the women there.
That is when she decided to start her own natural skincare company.
Now in our fifth year of operation, Ellie Bianca is a Canadian-based skin care line that boasts
thirty-four all-natural products. We use organic oils and butters from Africa and all over the world
to formulate and produce many of our products. With Evelyne’s background as a chemist, we are
combining modern day science and the power of plants that have been used for centuries. We have
since launched skin oils, face oils, face serums, bath salts and lip balms. All of our products are
Evelyne Nyairo, Founder of Ellie Bianca
scientifically formulated with naturally sourced ingredients and are environmentally friendly,
organic and non-GMO. Recently, as a result of the current pandemic, we pivoted and have been manufacturing organic sanitizers and
liquid hand soaps to keep our customers safe.
Ellie Bianca is a holistic skin care line that cultivates, sustains and empowers women through sustainable business practices and fair
trade. We are committed to creating a superior beauty brand that is luxurious and provides a sustainable livelihood and a fair supply
chain for the men and women who cultivate the ingredients we all love to use on our skin. We are also heavily invested in the Ellie
Bianca Woman Scholarship, offering financial support to single mothers who are pursuing a post-secondary education. We also support
boys and girls in Africa who are striving for a higher education.
“When you invest in Ellie Bianca, you are not only investing in your skin but are also investing in bettering the lives of others around
the globe.” -Evelyne Nyairo, Founder
We are fully committed to the following pillars:
• Kind to your Skin: We believe that beauty is more than an aesthetic,
that’s why each of our products is carefully formulated using all-natural
ingredients that have been specifically chosen for their quality and
effectiveness.
• Kind to the Earth: We actively work to source directly with producers for
our raw ingredients. This allows us to have more control over ingredient
quality, it greatly reduces our carbon footprint, and it ensures that we are Ellie Bianca skin care products
applying fair trade practices.
• Kind to Women: We are passionately committed to bettering the lives of women around the world by empowerment
through business, including profit sharing, fair trade programs, and education. The Ellie Bianca Foundation is an
educational bursary which supports single mothers in Canada and boys and girls in Africa pursuing their educational
studies.This year we at Ellie Bianca are asking you to keep being unapologetically you, BEAUTIFUL YOU- celebrating you as you are without the
obligations you feel about making improvements to yourself because you think you should be doing something better.
To not only invest in ethical and effective skincare for yourself but also in bettering the lives of others around the globe, place an order
now on store.elliebianca.com and choose from our specially curated selection of luxurious Skin Oils, Face Oils, Face Serums, Bath Salts,
Lip Balms, Liquid Hand Soaps, and Hand Sanitizers. We offer free shipping in North America on all orders above $100.
To learn more about Ellie Bianca, visit our website at elliebianca.com and find us on Facebook (@EllieBianca) and Instagram (@
elliebiancabeauty).
S HE A Y E LE E N
PROVIDED BY R AHAMA WRIGHT, CEO & FOUNDE R
I first learned about shea butter in 2003 after my time as a research intern at the U.S. Embassy in Ouagadougou, the capital of Burkina
Faso. This internship was a pit stop before my Peace Corps service in Mali and laid the groundwork for my entrepreneurial pursuits.
Looking back, I did know about shea butter, just not where it came from. During my internship, I learned that shea butter is extracted
from the seeds of the shea fruit grown on shea trees exclusively in Sub-Saharan Africa. My embassy research on African women’s small
businesses revealed the importance of shea butter production and how women in rural villages are the traditional harvesters of this
commodity. Mothers pass the harvest and production traditions to their daughters as a skill to generate income. However, I noticed
from my research that these women rarely earned enough to provide for themselves, much
less their families. On average, roughly 16 million shea butter producers throughout Africa
generate less than $2 per day.
These thoughts stayed with me as I completed my internship and prepared for Peace Corps
service in Mali, where I was assigned to work at a community health center. After 10 weeks
of language and culture training I arrived at my village, anxious and excited for what was
to come. Reality hit when I noticed that many women visiting the health center could not
pay for medicine or health services. I became frustrated with the realization that without
income, any service we could provide at the health center would be limited. Thinking back
to my internship report, I decided to learn more about shea butter production.
After a few weeks of watching Malian women make shea butter, I had a light bulb moment—a
traditional practice could become the path for income generation. I would spend the time I
had remaining in the Peace Corps further developing this idea—and afterwards, I moved to
D.C. and launched Shea Yeleen. The mission was to create high-quality shea butter products
to generate living wages for women in African villages. I had very little money, zero business
experience, a tiny network, and frankly no idea what I was doing. The only concrete thing I
had was a deep belief that women in Africa deserved to benefit from this global supply chain.
Rahama Wright, CEO & Founder of Shea Yeleen I would work to make that vision a reality, no matter how long it took.
Fast forward to today, and my entrepreneurial journey has spanned from bootstrapping to landing deals with Whole Foods Markets & MGM
Resorts International. I have navigated challenges related to manufacturing, supply chain development, marketing, and sales. Throughout
my journey I’ve often felt like an outsider in an industry that lacks diversity, yet often benefits from the hard work and labor of people of
color. That said, I was able to take an internship experience and turn it into a beauty brand that includes 800 women in Northern Ghana
who receive living wages for their work. Being a first-generation entrepreneur, I have learned so many things about myself. The most
surprising part is that believing in my dream drew me closer to God and deepened my spiritual practice. There were so many moments
when I felt completely defeated and questioned my ability to go on. But at the most unlikely times, things turned in my favor.
I’ve experienced moments I never could have imagined: Our shea butter producers
traveling to the U.S. to meet our buyers at Whole Foods. My appointment to President
Obama’s Advisory Council on Doing Business in Africa. But the most powerful of all
the lessons I’ve learned thus far is the power of believing. Whatever the goal may be,
believing is always the first step in achieving.
To learn more about Shea Yeleen and their mission, visit their website at sheayeleen.
com and find them on Facebook (@sheayeleen) and Instagram (@sheayeleen).
Shea Yeleen’s Body Balm lineIntroducing Natural Products Expo Virtual:
Connecting buyers and sellers anywhere, anytime to
cultivate a healthier tomorrow
Natural Products Expo Virtual is a platform focused on connecting the natural and
organic industry through a series of five virtual events that will provide information to
support buying decisions throughout the year. Through this new platform, attendees
will have the ability to request meetings, view brands’ products and content as well
as request samples during three Spark Change virtual events and during any virtual
components of Natural Products Expo West and Expo East.
Natural Products Expo West and Expo East hybrid events are focused on an in-person
experience for product discovery, networking and industry trend discussions, with the
addition of online education sessions as a resource for those who choose not to travel.
Spark Change events are focused on uniting manufacturers, service providers, buyers, and sellers through a series of product/service
discovery activations and focused meetings. These events will complement Natural Products Expo hybrid events by addressing the
specific needs of key audience members while providing engaging and meaningful virtual experiences throughout the year.
To learn more about what this platform will bring and get registered, click here!
INFRA Team Rallied Together to Bring Joy This Season!
ERIC A SCHULTE KING
DIREC TOR OF MARKE TING AND COMMUNIC ATION S
In the past, the INFRA team has supported Sponsor-A-Family MN through team members
purchasing gifts or donating financially to a family in need during the holidays. This year,
instead of sponsoring a specific family, INFRA’s Culture Committee suggested that we collect
only monetary donations to have the maximum positive impact due to the unexpected needs
during the pandemic.
On behalf of the Culture Committee, I am proud to report that not only did we collect
$1,410 through generous staff donations, we were able to double our impact with an INFRA
match to bring the total contribution to $2,820. Kudos to the team for supporting our local
community members!WELCOME TO THE TEAM!
Hello! I am very excited to be starting my career at INFRA as the Education and Events Coordinator.
My purpose at INFRA is to serve our membership through the online education platform and the
creation of in-person and virtual events, such as the Annual Conference, webinars, and more. I am
excited for all the creativity and opportunities this position offers as I learn about our members and
find the best ways to meet their educational needs.
Before INFRA, I taught at Illinois State University for two years while in graduate school, and I had
the opportunity to create an education-based program for a juvenile detention center. In addition to
my time in education, I have also worked as an event planner. I helped organize The Wish Ball, the
primary fundraiser for Make-A-Wish Minnesota, and I coordinated prospective student events at
Bethel University. All of these great opportunities have led me here, and I am so excited to get going!
HANNAH GOMES
Education & Events When I’m not working, I like to play sports (tennis, golf, volleyball), read, try new baking recipes, and
Coordinator go for walks with my very fluffy dog, Cooper. I am honored to be a part of such a great organization,
and I look forward to meeting everyone!
I am so excited to be joining the INFRA network! I joined the INFRA team in November 2020 as the
Director of People & Culture. My position was added to help drive toward INFRA strategic goals,
which ultimately align with member needs. I am fortunate to be able to focus on people as the subject
of my job, driving all aspects of People Operations service delivery and strategic consulting.
My role creates an impact by partnering with stakeholders to create inclusive, empowered, engaged,
innovative, happy, and high functioning teams. Essentially, most of my job is giving people the tools
and info they need, and then getting out of their way so they can do great things. More specifically,
my high-variety job is leadership on all things related to employment. . . talent acquisition, DEI, talent
development, culture building, total rewards administration, policies, procedures, systems, legal
compliance, the list goes on. We want to make the People Operations stuff fun, easy, and intuitive.
Beyond the basics, I’m most excited about how I might support the INFRA Membership. We are brainstorming
ways in which I might be able to continue supporting INFRA and also provide shared services for members. MICHELE LAMPPA
More on this to come! Until then, I’m always happy to ideate and chat to grow ideas and consider best practices. Director of People
& Culture
It’s fun to be able to use my varied experience to support the good food movement. I have 18 years of
progressive experience in People Operations/Talent Leadership in a variety of places, including small/
medium-sized professional services firms, large manufacturing companies, and healthcare organizations. I also have a strong appreciation
for the retail industry—I started my career in service, retail, and retail management. As a curious person, I love learning from others and
picking up new skills or info. My current personal passions include houseplants, baking, and birding.
In my role, I am able to work with mission driven organizations and incredibly kind, smart, driven people to make a real difference in our
world. I’m looking forward to adding value and continuing our path into the future.Hey y’all! Just this February I joined INFRA as Content Marketing Lead! In this role, I will support
members in their marketing and communications as well as work with stores to create strategic
plans for both in-store and digital marketing. I look forward to participating in Retail Consulting,
working with members on specific activations and content development. I’ll also support INFRA’s
marketing efforts generally.
Prior to joining INFRA, I worked in marketing and community engagement at a local co-op grocer
and served as a regional marketing lead at a national natural and organic chain retailer. I recently
completed an MBA with an emphasis in Business Analytics, and I’m excited to further develop
SARA FULTON-KOERBLING data analytics skills in my new role. I have worked at every step of the supply chain including
Content Marketing Lead organic vegetable farms, a farmers’ cooperative, selling my own products at the farmers market,
developing school garden and farm to school programming, culinary school and food service.
Food is the driving force in my life. You can find me sharing food, exchanging recipes, planning trips around must-visit restaurants, or just
thinking about my next meal. I’m otherwise occupied by my two cats, Tilly and Niko, reading, or planning my next outdoor adventure. I do
the New York Times crossword puzzle every day, and I miss karaoke and trivia.
CONGR ATUL ATIONS , JOHN!
John Fieldstrom, former Member Services Manager and Minnesota Region Manager, recently became
a Region Manager (RM) full time! We are excited to have John working with us more on the RM Team
and he has already made meaningful connections with many of his new members in the southeast.
He invites you to reach out at your convenience; John loves to chat – give him a call!
“I am humbled at this opportunity, and I am very much looking forward to working with and
supporting even more of our members,” said John. “I am thrilled to be able to be in a more intimate
role in the many innovative and extraordinary things our members accomplish every day.”
JOHN FIELDSTROM
Across the entire membership, Region Managers are excited for what 2021 holds for members and Region Manager
are always happy to learn how they can be of service. Reach out anytime!
Meggie and her husband,
Chris, welcomed their
first child, Finn Thomas,
into the world on
December 8!
Co
ng ie
!
ra t g g
u l a t i o n s, M eCalendar of Events
February 18 at 2pm Central: Share the Love— March 16 at 1pm Central: Grocery Bulk Category
Creating a Rewarding Loyalty Program Intensive Review
February 18 at 3pm Central: Center Store & March 17: St. Patrick’s Day
Fresh Department Merchandising Category
Review March 18 at 3pm Central: Grocery Bulk Category
Review
February 25 at 2pm Central: Share the Love—
Creating a Rewarding Loyalty Program Intensive March 23 at 1pm Central: Wellness Bulk and D.I.Y.
Category Review
March 8: International Women’s Day
March 25 at 3pm Central: Wellness Bulk and D.I.Y.
March 9 at 3pm Central: Fresh Sharing Series: Category Review
Food Service
March 30 at 11am Central: Ecommerce After the
March 10 at 2pm Central: 2020 Census Webinar Pandemic Share Group Kick-Off
March 11 at 3pm Central: Fresh Sharing Series:
Produce
INFRA Team Q1 Anniversaries
Debra Gagner • 9 years Zoë Stromswold • 2 years
Purchasing Coordinator Reporting Analyst
MJ Mueller • 9 years Drew Alexander • 1 year
Financial Manager Region Manager
Greta Sikorski • 5 years Abigail Alves • 1 year
Director of Operations Data Entry Clerk
Michael Paynic • 4 years Brenna Connolly • 1 year
Food Service Program Manager Marketing Coordinator
Meggie Smith • 4 years Andy Huth • 1 year
Marketing Manager, Branding and Category Lead
Communications
Board of Directors
John Pittari, Board Chair Kimberly Hallinan
New Morning Market Independent Director
Cheryl Hughes, Vice Chair Laughing Water
The Whole Wheatery Real Food Market + Deli
Terry Brett, Secretary Adam Stark
Kimberton Whole Foods Debra’s Natural Gourmet
Paku Misra, Treasurer Mylese Tucker
Sunflower Natural Foods Market Nature’s Cupboard
Summer Auerbach Pat Sheridan
Rainbow Blossom Natural Markets Interim President & CEO
Thomas Barstow
Guido’s Fresh Marketplace
Independent Natural
Food Retailers Association
2356 University Ave W, Ste 200
St. Paul, MN 55114
(651) 888-4700
naturalfoodretailers.net
@infretailersYou can also read
