By Kelsey Willardson, former staff member. Click here to see a handout case study featuring Big "G" Foods.
In rural communities, independent grocery stores often serve as the lifeblood of Main Streets. As cornerstone businesses, local grocers rely on relationships between customers and farmers to keep money local and rural economies strong.
“There is a reciprocal relationship between the store and the community,” said Brian Graft, co-owner of Big “G” Foods, an independent grocery store located in Marengo, Iowa. “The town and area support us, so we do our best to support local schools and organizations with donations and fundraising opportunities.”
Offering a tailored experience
Independent grocers can create a shopping experience that meets the specific needs of their communities. Customer demand determines which products are stocked and in what quantities, giving grocers a strong reason to feature local products.
These strengths were highlighted in a 2022 study conducted by Iowa State University, the University of Minnesota, and Kansas State University. “Midwest Independent Grocery Stores: Identifying and Sourcing from Local Producers” found that for Iowa independent grocers, major strengths are their abilities to maintain customer relationships and manage logistics.
“We work to prioritize consumers at our store to ensure a positive shopping experience,” said Brian. “The welcoming atmosphere encourages customers to return and shop for their grocery needs.”
Like many local businesses, customer consistency is essential for preserving their shopper base and upholding store stability.
Additionally, the Graft family has regularly reinvested in the store to sustain a modern and clean feel through continued maintenance and updated signs and technology. Together, these strengths contribute to overall customer satisfaction and loyalty.
Challenges in local sourcing
One significant challenge identified in the “Midwest Independent Grocery Stores” study was the ability to access and purchase locally produced foods. Due to small profit margins, most grocers source their products from wholesalers, who offer items in bulk to keep costs down. Big “G” Foods is no different, although they are able to offer some locally produced items, such as milk, ice cream, beer, bourbon, and beef sticks.
“There’s definitely opportunity for more local sourcing,” Brian said. “We have some small local vendors that have small displays or products here and there, but we would welcome more if our customer base is interested.”
Serving community needs will always be a focus of Big “G” Foods. Brian is proud to continue the family legacy of exceptional service in Marengo.
“It’s a great town with great people,” Brian said. “It has a can-do spirit when it comes to projects to improve the quality of life for its residents.”
