Q&A with the Grocer:
Peter Fitzgerald is the Director of Produce at Sunset Foods, a family owned grocery store in Highland Park, Northbrook, Lake Forest, and Libertyville. Peter has diligently worked to forge Sunset Foods’s long-standing relationships with local farmers and Goodness Greeness. As they found they were not only reducing the calories of spent fossil fuel but also providing for their customers fresher, healthier, better-tasting produce—they knew they had found their niche. We sat down with Peter to ask him more about the “Think local, shop local,” initiatives at Sunset Foods.Mercedee Renz: How do you participate in local and organic sustainable agriculture?
Peter Fitzgerald: First of all, we recognize local and organic as two different things. To suit all our customers, we carry a variety of products, including both organic and locally organic produce and not excluding conventional and locally conventional fruits and vegetables. Sand Hill Organics directly ships to us their heirloom tomatoes and we were the first customer of Herbal Garden’s organic line. On the locally conventional side, Didier farms directly supplies us with items from July first until Thanksgiving. And then everything I get from Goodness Greeness is organic and even local.
MR: What are the advantages for Sunset Foods in going local?
PF: First of all, it builds consumer awareness of where their food is coming from—before it’s too late and there aren’t any “local” farmers. For example, Prairie View’s Didier Farm has come to be recognized by our customers as a sort of brand. Families make their way to those farms to experience the growing process of their food. And that is a really exciting process. Secondly, because Didier Farms is under an hour away—and they pick our product that morning—our produce is extremely fresh, as if it was taken from a garden out back. You just can’t get any better than that. And three, we know that people enjoy supporting local families and companies because it creates a sense of community. We want to give them that satisfaction.
MR: So is local really better?
PF: As far as quality, it can be depending on the year and the effects of weather.
MR: Then tell us what the disadvantages are of going local?
PF: Well, just that, that it might not be the best product because of drought, hot summers, a cold growing season—produce might show stress and taste it too. Weather can make it good or bad. Then there are gaps on availability and you have to source somewhere else. But it’s still possible to be 100% local as long as local means “regional”. Plus, another disadvantage is getting in touch with some of the smaller, local farmers and getting enough produce from them. In turn that’s really the advantage of working with Goodness Greeness: They can consolidate local produce and distribute it to grocery chains like mine. Because they’re certified organic, every product is third-party certified organic which means behind every product is traceability. We can find out how good this stuff really is for us. Plus, I’ve known Bob forever. Bob’s an original.
MR: Alright. So farmer’s markets are starting up. And they attract large crowds which detract from your business. How do you compete with them?
PF: Advertising, signage, and labeling. Our ads will feature a sale price but will also say which farm our products come from. In the store we label them with the names of the farms they come from.
MR: Do you feel offering local product competes with summer farmer markets?
PF: Yes. Absolutely. It is a direct marketing tack. But what we offer that they can’t is—like Goodness Greeness—traceability. Some farmer’s markets are like flea markets with stands selling mangoes and other products whose origins you just might not know. That’s why, if you can’t establish a documented trail, that you talk with your farmer and really find out about what they’re doing. Visiting them at their farms is even better. It supports them and encourages them too.
MR: What kind of advice do you have for consumers who want to find more local products in their grocery store?
PF: Look for specific labeling. If it’s vague, ask questions to find out more. And if it isn’t there at all, ask for it! Your requests really do matter. A whole local initiative in the grocery stores could be started just by consumers getting more involved.
MR: Well thank you Peter for taking the time to talk with us.
