Grocery chain could expand nationwide
Upmarket grocery chain Farro Fresh may open up nationwide if the stores continue their path of success.
The company is on track to reach $100 million in sales this year, and increase its staff numbers to more than 470.
Founders James and Janene Draper moved from Wellington to Auckland in 2006, with dreams of opening a Moore Wilson’s style grocery store.
The couple have exceeded their dream and now offer meal kits and delivery nationwide.
‘‘We have an online platform that started a couple of months ago, which enables us to deliver nationwide. Not all products, so
We have an online platform that started a couple of months ago, which enables us to deliver nationwide. Farro Fresh co-founder James Draper.
not refrigerated or frozen [products],’’ James said.
‘‘We get lots of requests to go outside of Auckland on a weekly basis. We are concentrating on Auckland because we still see potential for growth there, but going nationwide is an option in the future.’’
The stores have become a notable launch pad for new produce and artisan suppliers before they hit bigger supermarket chains.
‘‘Every month we would have 100 new suppliers trying to come in, which is sorted by a group of category managers and Janene she’s the person who determines what comes in and what doesn’t.’’
Last year, the couple left their business in the hands of trusted employees and took six weeks off.
‘‘It was very difficult, very difficult to let go. But as soon as you do and you let them do it, they do a better jop than you do. So every time we’ve done that it’s been better for the business,’’ he said.
‘‘Our key people have grown up with us. Their skills, passion and belief in the business has grown they treat it like their own.’’