Brahm’s Blog

The U.S. grocery industry is splitting into two segments: those that sell luxury goods and those that sell cheap ones. Both Whole Foods Market (luxury) and Wal-Mart (cheap) are among America’s fastest-growing stores (although they have slowed down a bit recently). As a result of this split between luxury and discount retails, there is a space opening in the middle section of the pricing spectrum that is not being served by many retailers. Current trends indicate that this middle pricing area will be further abandoned as both luxury and discount retailing grow as an overall portion of the food retail industry.

The resulting retail gap that is being created in the center of the pricing spectrum is likely going to leave many middle and lower income shoppers who are not looking to patronize the high-end, luxury food stores or the rock-bottom discounters with fewer options for shopping. As mainstream retailers such as Safeway’s lifestyle format stores and the new Fresh & Easy (a subsidiary of Tesco) pursue higher profits by entering the higher-end markets, and others such as Wal-mart and Food 4 Less dominate and expand in the discount segment, who will there be left to serve the many customers in the middle?

People’s Grocery Market will place itself in this middle market of the grocery retail industry between luxury and discount retailers. Our research shows that we can provide a basket of quality goods at prices that are comparable to existing retail locations in West Oakland. By positioning in the middle of the pricing spectrum and linking our pricing with our brand, People’s Grocery Market will expand its reach to attract customers from a broader geographic reach. Our intention is to locate our store in ’sweet spot” in West Oakland that straddles the community where low-income shoppers live and the downtown where middle class shoppers live.

Although People’s Grocery Market will not offer the cheapest prices in town, we are sensitive to being an inclusive store that can serve all income segments and will pursue special offers such as enhanced food stamp usage opportunities (see my previous blog post on food stamps). We will also work to establish direct distribution networks that can increase value and reduce cost by reducing the interaction of expensive intermediaries such as wholesalers. We believe that a blended approach of seeking a fair price in the marketplace while also building in specific offers that reflect our commitment to affordability and access will be a winning strategy.

People’s Grocery
Job Announcement and Description
Enterprise Manager

Description of Position
People’s Grocery is seeking a versatile and experienced individual to lead the development and management of the SOUL Box, a new food distribution enterprise that will provide fresh fruits and vegetables to low-income families in West Oakland. The Enterprise Manager’s primary role will be to develop the structure and operation of the SOUL Box and to work in collaboration with the staff to develop education, marketing, distribution and procurement processes. We are looking for an individual with at least 2 years of experience in the food industry, especially with a background in retail, distribution and/or marketing. Experience in direct producer-to-consumer marketing efforts a plus. Experience and knowledge of the West Oakland community is a key requisite. This position requires strong organizational, planning, communication and interpersonal skills.

Responsibilities include:
• Develop marketing, promotion and education in coordination with staff, including the refinement of marketing messages, branding and offer.
• Develop process and logistics for enrollment of families into the Soul Box Program, including verification of income status, food stamp usage
• Develop a staffing plan for the SOUL Box including the recruitment of support staff, interns and volunteers.
• Determine product selection process and identify product mix for the SOUL Box.
• Identify and manage relationships to vendors/suppliers including Veritable Vegetable, Whole Foods and farmers vending at local farmers markets.
• Coordinate with farm staff to determine seasonal planting schedules for products to be grown at the PG farm for the SOUL Box.
• Coordinate procurement of supplies for the assembly and distribution of the SOUL Box such as packaging, signage, storage, etc.
• Develop process and logistics for ordering, billing, receiving and accounting processes to ensure fluid financial transactions and management.
• Develop process and logistics for assembly and distribution of the SOUL Box to families, including aspects of customer interface and service model.

Qualifications and Skills:
• Minimum 2 years experience in food industry, especially retail or distribution
• Experience in a management or leadership position
• Experience in both non-profit and for-profit sectors a plus
• Competency in basic software applications
• Strong writing and communication skills
• Strong organizational skills and attention to detail
• Must have a valid California license and be able to drive a manual vehicle
• Must be able to climb stairs and lift 40 lbs
• Must be able to work in conditions in which concerns of safety and crime may exist.

Hours: .50 FTE (20 hours/week).
Compensation: $13-$15/hour depending on experience. No benefits.

Please send a resume with a cover letter by January 14, 2008 to: Brahm Ahmadi brahm@peoplesgrocery.org or 3236 Market St. #103, Oakland CA 94608.
For additional information please call (510) 652-7607.

The new Whole Foods Market in Oakland is sponsoring People’s Grocery through the “Nickels for Non-profits Donation Program”. When customers bring their own bags in the store to pack their groceries they are given the option of receiving a five cent credit per bag or donating the five cents to People’s Grocery.

While we don’t normally encourage people to shop at any particular retailer, we want to put in a word of encouragement to those who might choose to shop at the new Whole Foods in Oakland (located at 230 Bay Place at Harrison St.) to bring your own cloth bags and donate your five cents bag credit to People’s Grocery. Five cents may not seem like a lot of money, but if many people use their cloth bags the total can add up.

Whole Foods is also going to be sponsoring People’s Grocery’s new SOUL Box program, scheduled to launch in January, by providing one produce item for the each month’s box at no cost to People’s Grocery. This will help more West Oakland families get fresh and affordable produce and reduce costs for People’s Grocery so that we can invest more money into providing education.

People’s Grub Parties are monthly events held to educate the community about health and nutrition by presenting a short cooking demonstration, a workshop presented by our “Peer 2 Peer” Youth and a Tasting of the food along with socializing, music and dancing.

So, this December, come out and join People’s Grocery for food, fun and games with our youth, staff, many friends and family who have helped us have a wonderful year, bringing healthy food and nutrition education to the people of West Oakland.

Friday, December 14th, From 6-9pm at “Healthy Oakland”
2580 San Pablo Street, Oakland 94612

Please contact Jeannine to RSVP by calling the office at
510-652-7607, emailing Jeannine@peoplesgrocery.org
or leaving a message at 510-594-4340.