Embrun Co-op: Investing in a better customer experience and product
Project at a Glance
- Farm installed summer 2020 and located in Embrun, Ontario.
- Project goal: Answering growing customer demand for locally grown produce and raise profits.
- Distribution model: Produce grown in the parking lot is delivered every two days to be sold in store. The store also supplies four local restaurants (one farm-to-table delivery).
- Impact: Streamlined produce margins with store-grown products and boosted the store's presence as an innovator.
- Operator: Innovation and Development Director
With a Growcer farm, the store gained a turn-key solution to grow high-quality greens steps away from the store and satisfy the demand for locally grown produce.
“Some people might think it’s strange that an agricultural cooperative is embarking on this type of urban farming project, but for us it was a natural merger.
Innovation is at the heart of our mission and we see urban agriculture as a complement to the farming systems practiced by our members.””
RESPONDING TO MARKET DEMAND
After hearing countless pitches about the value of vertically farmed produce, Embrun Co-op realized they could harness the technology themselves.
Embrun Co-op is located 30 minutes away from Ottawa, in Embrun, Ontario. The store is surrounded by agriculture and the town is known for the abundance of market garden businesses that pop up in the summertime. The market research revealed people were willing to pay a premium for locally grown produce and there would be strong demand.
With a Growcer farm, the store gained a turn-key solution to grow high-quality greens steps away from the store and satisfy the demand for locally grown produce.
The store has an in-house brand, Du Jour, that differentiates produce through freshness and satisfies members’ preferences for locally grown year-round.
BUSINESS CASE FOR LOCALLY GROWN
Embrun Co-op is a large store and the numbers made sense to invest in an innovative solution that would grow fresh, natural produce steps away from the store. With a Growcer farm, the store was able to:
- Supply fresh, produce grown onsite to the store every two days,
- Be the farm-to-table supplier for four local restaurants,
- Grow multiple crops simultaneously and easily rotate to accommodate for demand,
- Control their supply chain from seed to packaging, therefore ensuring the highest traceability and food safety standards,
- Create an in-store brand, Du Jour, to distinguish their products,
- Grow using hydroponic technology that uses 90% less water, 95% less land, and cut down on transportation emissions,
- Place their farm 100 meters away from the produce aisle to serve as a reminder of the store’s innovation and sustainability, and;
- Have Growcer as a partner in growing to help with crop planning, plant health, and supply replenishment.
“The municipality was really open to having this in Embrun because it’s innovative, and that brings in other investors into the city.”
RESULTS
- Embrun Co-op sells 350 locally grown products a week.
- During a sample week in store, customers remarked at the higher quality and freshness of the Growcer grown produce.
- Embrun Co-op serves as the farm-to-table supplier for four local restaurants.
- The store has an inhouse brand, Du Jour, that differentiates produce through freshness and satisfies members’ preferences for locally grown year-round.
- It only takes 25 hours per week for one employee to maintain the farm and harvest consistently. The cost of the employee is fully covered by the produce sales.
- Embrun Co-op upgraded to biodegradable packaging and implemented engagement tactics such as a “packaged on” date to communicate the superior freshness of the product.