Page 19 - index

Jimbo Someck
refrigerated and dry items. Several items are displayed in upended crates, and signs featuring local growers or farmers are hung throughout the department. As a result of the signage, many customers say they recognize Jimbo’s ...Natu- rally! suppliers by name.The use of color breaks gives the produce categories a curated look.
Jimbo’s ...Naturally! sources much of its produce from surrounding-area regional organic farms as well as from distributors throughout California. With several, close organic farm options, the company’s goal is to hand-pick the best organic produce with the most exceptional quality and taste. And given the diversity of small-scale organic farms in the region, the store sources less-mainstream, unique organic produce items such as cherimoyas, guavas, mulberries, Shishito peppers and other less- er-known fruits and vegetables.
About 98 percent — some 244 fresh produce items — are certified organic; the remaining 2 percent are conventionally grown due to supply issues. The company is reviewing its sourcing policy and may decide to go 100 percent organic in 2018.
The Jimbo’s...Naturally store in Carlsbad has a produce manager who oversees orders under the direction of the regional produce buyer/supervisor. The regional produce buyer/ supervisor drives the sourcing decisions.
The store works with two produce distribu- tors in Los Angeles and one in San Francisco. The San Diego County local farms/vendors deliver directly to the store from their farms. Produce sales account for 16 to 19 percent of total store sales; gross profit target is approxi- mately 33.33 percent.
“When we compare the price of our organic produce items, we are typically lower than Whole Foods.”
— Kelly Hartford, director of marketing
“Our first priority in sourcing produce is that it be organically grown, followed closely by taste and locality,” said Kelly Hartford, director of marketing. “When we compare the price of our organic produce items, we are typically lower than Whole Foods. Since we deal directly with local organic farmers, we have cut out the middle person and are able to pay the farmers more than they would get paid if they had to sell to a distributor. The produce still comes to us at a better price which we pass on to our customers.”
The company promotes the produce department through its social media accounts and farmers who attend in-store events. In addition, organic seasonal items are promoted with special events such as an heirloom tomato festival and the Frog Hollow Festival that high- lights tree-ripened summer stone fruit from the Frog Hollow Farm in Brentwood, CA.
There are seven organic produce items included in each biweekly flier, and the depart- ment manager uses the front of the department merchandising area and end caps to promote seasonal items and those on ad.
Customer service and product training are emphasized at Jimbo’s...Naturally! Employees
are trained to greet and interact with every customer who enters the produce department, offer samples and suggest what is in season.
Produce staff members go through a 30-day introduction training where they are paired with department supervisors and experienced staff. All Jimbo’s...Naturally! employees are encouraged to take the online Albert’s Organics Produce College and Organic College courses, where they can earn a Jimbo’s...Naturally! gift card for completing.
The shoppers at Jimbo’s...Naturally! Carlsbad store are a reflection of the commu- nity. On any given day, surfers, hippies, office workers and school kids mix as they peruse the hand-stacked produce items for what’s fresh.
Seeing kids shop the produce department is part of Someck’s vision and the company’s mission statement: A piece of organic fruit in a recycled lunch bag for every student.
Someck says he is fortunate to have a career that reflects his lifestyle and belief system. Married and the father of four children, Someck is an avid runner and a strict vegetarian. His wife, Colleen, prepares daily meals from scratch. The same guidelines apply at home as in his store — no white sugar, no harmful chemicals or preservatives, and organic ingredients whenever possible. pb
FACT FILE:
Jimbo’s...Naturally! Natural Foods 1923 Calle Barcelona, Carlsbad, CA 92009 (760) 334-7755
http://jimbos.com.
Open 8 a.m. to 9 p.m. daily
PRODUCE BUSINESS / APRIL 2018 / 19