Local

"“In today’s world, if you think about fresh and what it means to us, I can tell you over the last three years fresh has grown probably three times what the center store has grown,”
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The focus on fresh is a bridge to the company’s efforts to improve its offerings perceived as local.
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“(Local) is no longer a trend,” Mr. Donnelly said. “Local is here. Local is actually essential … Local means community, and community to our customer is important.
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“So, when we think about local, and we think about how many different fields or growing fields we’ll actually have, in produce alone we probably have close to 300 local suppliers that we work with. And that’s outside of some co-ops that we work with that actually have local growers also.”
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The retailer’s efforts to improve the freshness of its offerings extend beyond the meat and produce.
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At the heart of the retailer’s efforts is a focus on customization,
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“In a mass customization world it’s incredibly important that you know and understand your customers,”"

Uma pena que que muitos produtores e muitos retalhistas não façam batota com esta tendência. Desde os produtores de maçã de Moimenta da Beira que não tiram partido da sua região como marca de origem até aos Intermarché do interior que têm legumes produzidos na zona.


Trechos retirados de "Fresh and local a focus for Kroger"