The COVID-19 pandemic changed the way many people, including Dwayne Spencer, shop for their groceries.
In Spencer’s case, he buys for more than just his family. He also purchases products for The Timeless Cafe, the coffee shop and cafe he owns in downtown Lebanon at 18 S. 8th Street.
Spencer and two other business owners shared their insights into the buy local movement during the Lebanon Valley Chamber of Commerce’s Breakfast at the Fair presentation titled, “Cultivating Community: The Impact of Sourcing Local in Lebanon County.”
“Since COVID, we don’t get from big box stores anymore,” said Spencer. “I’m putting lots of miles on my vehicle and picking stuff up. To do that, I am spending money on gas but I am saving in the long run. A lot of big box stores have 15-case, $500 minimums and I am not buying that much to keep costs down.”
All three presenters, including Joel Smith, co-owner of JDS Family Farm, 605 Plaza Drive, Annville, and Greg Forry, co-manager, Risser-Marvel Farm Market, 2425 Horseshoe Pike, Campbelltown, emphasized the personal relationship between owners and their customers as a key ingredient to the buy local movement.
About 100 chamber members were treated to breakfast on Tuesday during the event and presentation held during the Lebanon Area Fair, including many members of Leadership Lebanon Valley, whose educational session on Tuesday involved the agriculture industry.
“The cafe is a place that’s like family,” said Spencer, who added his staff is family too. “I don’t really look at them as customers, they’re really family. We know people by first-name basis, they come in and tell us about their grandkids and their families…I (had) looked at it from business, business, business, and it’s not.”
“I gotta say ditto to that, almost,” said Smith. “There are a lot of customers who come in and have been with me the past few years. You really get to know them and they become like family. That was a surprise and something I never really thought about. They’re like family.”
Forry said he’s in the fields tending the crops more than he’s in the retail shop, but added the employees who run the market know their customers by name.
“I would have to agree with both of them, it’s the customers, repeat faces, the relationships that we develop with the customers,” said Forry, who added that children who visited the corn maze in their youth are now regular adult customers at the 100-year-old business. “My girls know the customers by name, recognize them as a regular and just have relationships that go on and on… They engage the customers so that they want to come back instead of blowing into a big-box store to get what they want.”
A perfect example of residents supporting a local business was evident following a short but devastating downburst a week ago Wednesday that caused severe property damage at the Smith farm.
LebTown reported on Thursday about the storm and how local neighbors could help by purchasing from the business. On Friday, neighbors lended a hand with clean-up efforts and on Saturday many more responded by purchasing protein and produce from their retail business.
Smith posted a thank-you note on the store’s Facebook page “to all for your support and to those who came out Saturday for a huge day! Y’all kept us moving!”
Forry said a way to engender repeat business is to provide excellent customer service.
“Just the friendliness, the atmosphere, the cleanliness, those are what we hear the most,” said Forry about the produce market’s customer service. “My daughters are on Facebook communicating, answering questions and stuff or giving updates of what’s going on at the farm.”
The panelists were asked what other businesses can do to become involved in the buy local movement.
“The first thing is to get out there and check out what’s in your area,” said Spencer. “I’ve never met either one of your gentlemen, unfortunately, but just sitting there listening and talking to them, I am already like, ‘Wow, I need to check out what they’re selling.’ Break out of the norm…get out in the community.”
Smith encouraged owners to “just do it” when it comes to pivoting their business to buy local.
“Everybody has neighbors and they’ll come out and support you and buy your products, whatever you have to offer,” said Smith. “They want to get on the farm, buy local and buy from their neighbors and you’ll have the support.”
Forry said owners should think like their customers and what experiences they want to have when patronizing your business.
“You want to make sure you greet them with a smile and that (you show that) you really do enjoy doing what you are doing,” added Forry.
After the meeting, Karen Groh, chamber president, said consumers can assist local businesses by digging a little deeper and purchasing from them, especially at the many roadside produce stands that populate the Lebanon Valley.
“I think for me is, if you can, dig a little deeper into your pocket and pay a little more so you can support your local farmer, your local stores and don’t always look for the bargain,” said Groh. “Quite frankly, I buy from local farm markets here. The taste is amazing. You forget what a freshly dug, fully grown piece of produce is until you buy locally and take it home and cook it that night. Be willing to pay a little more to support somebody locally.”
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