Janene Draper
So how do you make food shopping fun and inspirational? Just ask Janene Draper, co-founder of Farro. The quality grocery chain has grown from one store in 2006 to six outlets today, with more than 350 staff. Janene talks dish through their recipe for success.
What can shoppers expect at Farro, and how do you create that experience?
Janene: I love the analogy if you take a big chunk of cheese out of the fridge and eat it, you’re often no wiser, but if you take a small sliver of a cheese that you’ve learnt all about and you share that story with friends and family, you’ll savour that flavour forever. That sums up the Farro experience. It’s about creating and sharing delicious food experiences with customers. Our love of food brings people together to discover the best of New Zealand’s producers. The market ambience makes the customer feel they’re part of a community and supporting local. Our products are artfully displayed to tell a story or inspire you to cook with them.
What was the inspiration for Farro?
Janene: It came after we had lived in Wellington for three years. I loved shopping at Moore Wilson’s and there was nothing like it in Auckland. We wanted to make a one-stop fresh shop, and to support small artisan growers.
What changes have you seen in the way Kiwis shop for food since you began?
Janene: Our customers want to discover new flavours and ways of cooking and connect with like-minded foodies. They want more quick fixes, ready-to-go meal solutions, fresh seasonal flavours and recipes with fewer ingredients. They prefer to support local. Weekdays need to be quick, without compromising on ingredients or taste; our Ready to Cook and Ready to Heat range have grown in popularity. And they are more waste-conscious, especially with packaging. Giving back is something Farro is really proud of. In the past year we’ve gifted our surplus meat to charities such as Women’s Refuge and Auckland City Mission. Over 44,000 meals been donated through our Waste-not project.
What’s trending right now?
Janene: Familiar cuisines such as Italian, Indian, Mexican, and Middle Eastern are still the most tried and trusted, but interest is high in emerging cuisines that are flavourful, vibrant and fresh. At the start of the higher Covid alert levels, when people were cooking at home more, passata, dried pasta, grains and baking products were popular. But as time went on, people got more inventive, wanting to recreate dishes from their much-loved local restaurants. There is also the trend to more plant-based products and conscious consumption.
What are you loving to cook with?
Janene: I am constantly poring over cookbooks, magazines and online for new ideas. I love dish of course. I like to keep it simple, using the freshest ingredients with loads of fresh herbs and some spices to add a little kick. Barberries are my go-to at present; think small currants with a lime taste. They are a fabulous addition to salads.
What have been some of the challenges and opportunities of recent times?
Janene: Overnight our teams became frontline essential workers, and many felt incredibly vulnerable. Looking after their wellbeing and safety, and that of our customers, has been paramount. Having grown Farro from one store we are used to adapting quickly and we put systems in place fast. We’re so proud of our superstar team and how they have handled all Covid alert levels. We were one of only a few independent supermarkets to remain open during lockdown and were grateful we could continue to provide a revenue stream for artisan suppliers who aren’t stocked in larger supermarkets. Still, it’s incredibly sad some haven’t financially survived. A silver lining was the pivot by Farro’s online delivery partner Snap. At the start of the year, Snap Rentals was a car rental company, serving mainly tourists. When Covid hit, Snap lost its customer base but within a few weeks became Snap Delivery, presenting Farro with a solution for the demand for online deliveries. A big win-win for everyone. farro.co.nz