Produce sets the tone at former meat market
Produce sets the tone at former meat market
For many years it was called Baesler's Meat Market, and this single store in Terre Haute, IN, was proud of that designation.
But Baesler's, now a full-service retailer, has dropped the "Meat" part of its name, and fourth-generation owner Bob Baesler said that produce is now the top draw -- and has been for quite some time.
"Produce is number one with our customers and it has been for probably the last eight years," said Mr. Baesler.
But it wasn't always that way. George Baesler, the current owner's great- grandfather, started the meat market in 1896, and it kept that moniker until Bob's father expanded it into a full-line grocery store in 1955. Meat remained the signature item and is still very important today as the company strives to be not only Terre Haute's oldest retailer, but also its best.
Produce Manager Paul Engle said, "We still sell the top-quality meat such as certified Blank Angus beef, and we sell very high-quality produce. We are known as the store in Terre Haute that will have what you are looking for even if you can't find it anywhere else. And if we don't have it, we will get it for you."
To illustrate, he said that Baesler's carries organic peanut butter, spring roll wrappers (not just won ton wrappers), 40-45 organic produce items each day, 10 different fresh garlic SKUs - and the list goes on.
Providing virtually all the produce on a day-to-day basis is Champaign, IL- based wholesaler W. Newell & Co., which is a subsidiary of Supervalu Inc. "In the past, we were served by more than one produce wholesaler, but recently we started sending all of our business to Newell," Mr. Engle said. "We were trying to juggle two suppliers, which gave us options, but it was very difficult. It is much easier having just one."
Mr. Engle explained that he wants the best produce there is and he wants it as fresh as it can be. "W. Newell delivers seven days a week, which is difficult to justify if they are not getting all of your business," he said. "When I had two suppliers, I found myself splitting the order to give each of them enough product to make it worth their while. It is much easier just dealing with just one company."
On a daily basis, Mr. Engle said that the company carries about 500 produce SKUs with a good assortment of value-added products, including fresh-cut fruit that it prepares in its back room. "Our customers like the freshness that comes with doing it yourself. We also have a three-deck, 16 foot-salad bar that is very popular. We've combined it with our olive bar, and we do lots of salad business every day."
While W. Newell does get 100 percent of the business run through a wholesaler, Baesler's does support the local farmers with purchases during the summer.
"There are some local Amish growers that provide us with zucchini, cabbage and tomatoes when they are in season," Mr. Engle said. "And there is a local orchard that we buy apples from."
In fact, this season the retailer is going to emphasize the local angle a bit more by including pictures and stories of the local growers with its in-store displays.
According to the produce manager, Baesler's is located in a middle-class neighborhood, but it does attract a good percentage of Terre Haute's upscale shoppers. The city is home to a number of universities, to which the store caters with its expanded organic items and specialty produce.
Mr. Engle said that customer service and quality followed by cleanliness have always been the store's top selling points, with price further down the list. "We have certainly tried to give good value, but we haven't necessarily tried to be the cheapest."
This philosophy has helped the retailer weather increasing competition over the years. There are other independents as well as both Kroger and Wal-Mart in town, but Baesler's is still doing pretty well.
Mr. Baesler said that when the second Wal-Mart supercenter opened several years ago, a local economic study predicted that Baesler's would lose 35-41 percent of its business.
"It didn't happen," he said. "That first year we had a 5 percent increase in business."
The poor economy slowed the retailer's growth in 2007 to 1 percent, but that still meant growth as opposed to the gloom and doom that was forecast. But Mr. Engle said that the nationwide economic slowdown is touching Terre Haute and Baesler's.
"We had a tent sale last week where we featured pretty hot prices," he said. "Our sales were up 8 percent over [a similar promotion] last year. That tells me the economy is hurting some of these people. There were a lot of bargain hunters looking for a deal."
The produce manager, who also serves as buyer and merchandiser, said that produce sales typically represent about 12 percent of the store's weekly business. During the tent sale, as a percentage of sales, produce climbed to 15 percent.
But Baesler's, now a full-service retailer, has dropped the "Meat" part of its name, and fourth-generation owner Bob Baesler said that produce is now the top draw -- and has been for quite some time.
"Produce is number one with our customers and it has been for probably the last eight years," said Mr. Baesler.
But it wasn't always that way. George Baesler, the current owner's great- grandfather, started the meat market in 1896, and it kept that moniker until Bob's father expanded it into a full-line grocery store in 1955. Meat remained the signature item and is still very important today as the company strives to be not only Terre Haute's oldest retailer, but also its best.
Produce Manager Paul Engle said, "We still sell the top-quality meat such as certified Blank Angus beef, and we sell very high-quality produce. We are known as the store in Terre Haute that will have what you are looking for even if you can't find it anywhere else. And if we don't have it, we will get it for you."
To illustrate, he said that Baesler's carries organic peanut butter, spring roll wrappers (not just won ton wrappers), 40-45 organic produce items each day, 10 different fresh garlic SKUs - and the list goes on.
Providing virtually all the produce on a day-to-day basis is Champaign, IL- based wholesaler W. Newell & Co., which is a subsidiary of Supervalu Inc. "In the past, we were served by more than one produce wholesaler, but recently we started sending all of our business to Newell," Mr. Engle said. "We were trying to juggle two suppliers, which gave us options, but it was very difficult. It is much easier having just one."
Mr. Engle explained that he wants the best produce there is and he wants it as fresh as it can be. "W. Newell delivers seven days a week, which is difficult to justify if they are not getting all of your business," he said. "When I had two suppliers, I found myself splitting the order to give each of them enough product to make it worth their while. It is much easier just dealing with just one company."
On a daily basis, Mr. Engle said that the company carries about 500 produce SKUs with a good assortment of value-added products, including fresh-cut fruit that it prepares in its back room. "Our customers like the freshness that comes with doing it yourself. We also have a three-deck, 16 foot-salad bar that is very popular. We've combined it with our olive bar, and we do lots of salad business every day."
While W. Newell does get 100 percent of the business run through a wholesaler, Baesler's does support the local farmers with purchases during the summer.
"There are some local Amish growers that provide us with zucchini, cabbage and tomatoes when they are in season," Mr. Engle said. "And there is a local orchard that we buy apples from."
In fact, this season the retailer is going to emphasize the local angle a bit more by including pictures and stories of the local growers with its in-store displays.
According to the produce manager, Baesler's is located in a middle-class neighborhood, but it does attract a good percentage of Terre Haute's upscale shoppers. The city is home to a number of universities, to which the store caters with its expanded organic items and specialty produce.
Mr. Engle said that customer service and quality followed by cleanliness have always been the store's top selling points, with price further down the list. "We have certainly tried to give good value, but we haven't necessarily tried to be the cheapest."
This philosophy has helped the retailer weather increasing competition over the years. There are other independents as well as both Kroger and Wal-Mart in town, but Baesler's is still doing pretty well.
Mr. Baesler said that when the second Wal-Mart supercenter opened several years ago, a local economic study predicted that Baesler's would lose 35-41 percent of its business.
"It didn't happen," he said. "That first year we had a 5 percent increase in business."
The poor economy slowed the retailer's growth in 2007 to 1 percent, but that still meant growth as opposed to the gloom and doom that was forecast. But Mr. Engle said that the nationwide economic slowdown is touching Terre Haute and Baesler's.
"We had a tent sale last week where we featured pretty hot prices," he said. "Our sales were up 8 percent over [a similar promotion] last year. That tells me the economy is hurting some of these people. There were a lot of bargain hunters looking for a deal."
The produce manager, who also serves as buyer and merchandiser, said that produce sales typically represent about 12 percent of the store's weekly business. During the tent sale, as a percentage of sales, produce climbed to 15 percent.
