35 Years and counting for Foodsmiths

 

Hats off to Foodsmiths in Perth, ON, for reaching the magic 35th year in business. Started on the back porch of a log house in 1976, Foodsmiths survived a catastrophic flood in its early years, which nearly wiped out the fledgling business. From that point, things have only continued to get better for owners Claire and Don Smith. On-going success has prompted five moves, each to a bigger and better location than the last.Peer recognition has come in the form of awards from the Canadian Health Food Association, for best retailer in 2004, as well as an environmental spotlight award in 2007. The store has also won numerous local business and environmental leadership awards.

Foodsmiths was one of the first stores to influence people to bring their own bags while charging a fee to use plastic ones, as well as starting a vitamin bottle recycling program: return an empty vitamin bottle, and get 50 cents off your next purchase.

It is things like this which helps keep a store fresh and relevant in its community, says Don. He shared some of his thoughts recently with CNHR on what he feels are key elements in the success of Foodsmiths. "We've always been open to exploring and keeping up with technology and how it can benefit our business. And we continually watch the markets to keep abreast of good ideas.

"We've always asked ourselves whether there was a need for your services and products, and why. This is done best by staying in close touch with your customers, listening to what they are saying and what they are asking for. Listen and try to predict what goods and services your customers are looking for. At the same time, look at the market and determine whether those needs are being fulfilled and/or whether you can do it better than anyone else in your market area or not."

Listen to your staff

Never underestimate the value of your staff, Don adds. "Listen to your staff: they know your customers' needs, especially if they are closer to the front lines than you are. Treat your staff as you would like to be treated and it will not only pay off, but it will be a better place for everyone to work. As well, nurture your great staff members while replacing the bad hires. Constantly reinforce with your staff that they should be focused on one priority, and that is to fulfill customers' needs and that is best done in a compassionate and understanding manner."

Based on what he, Claire and their team has accomplished over the years, Don says there are some basic steps retailers can follow to increase business and maintain success. "Predict trends and stay on top of them, if not ahead of them. Always be on the look-out for better ideas and try to constantly improve your customer's experience. Always having an eye on how to reduce expenses – when it makes sense – is mandatory. Being a member of a buying group such as the Health First Network can put you at a huge advantage."

For retailers who are just starting out in the natural health industry, Don offers the following advice: "Have a good, well-researched business plan; it's a different world than when we started the business 35 years ago. Be well-financed to survive the ups and downs until you get on your feet and don't expect instant gratification. You will succeed with a lot of hard work done strategically. You better be passionate about either helping others or doing things right or both. If you are in a very competitive market, you will need to do business better and/or find a niche that works for you."

As for Foodsmiths' future, Don says their plan is simple: "We're going to do our best to continue to be the best provider of natural foods in the market. We plan to continue to evolve and renovate to accomplish this.

"I'm not sure when, but at some point we'll step aside to let someone else take the business to new levels. It's far from its full potential." •