There are now five Farro Fresh Stores in Auckland. More are planned. They are expected to top $100 million in turnover this year, a remarkable success for a company only 10 years old.
“In the past decade we have seen the palates of New Zealand shoppers mature considerably as Kiwis venture beyond their traditional dietary staples,” Janene told me.
She added, “at the same time there is a growing awareness of food intolerances with gluten, wheat or dairy.”
Farro Fresh is positioned somewhere between farmers’ markets and supermarkets.
Janene is very proud of the success of hundreds of local suppliers who distribute through her stores. “There are some incredibly talented artisan food producers in the local market who we are proud to say started in Farro stores.”
Karen Staples of Delish started off with Farro and now has over 40 staff and supplies 80% of New Zealand’s supermarkets.
New potential suppliers are lining up every day. Farro’s number one criterion for stocking a new product is the product’s taste profile. They look carefully at ingredients, too.
Agility is an important key to growth and development of all businesses, Janene told us. “There is no room for complacency.”
A new online service allows shoppers to have their groceries delivered to refrigerated lockers for collection on their way home. The first of these has been set up at the Auckland Ferry terminal. The chilled, self-service lockers, which can be accessed by shoppers 24 hours a day, provide a keyless entry system using a digital code sent to the customer on completion of an online order.
Farro is determined to maintain its reputation for quality fresh food, and will make sure the food in the refrigerated lockers is right up to standard. The company has worked hard to build up trust among its customers.
Janene Draper emphasised that, “the addition to our online delivery has meant that we are able to expand our customer base throughout New Zealand and are now able to meet the demand for a range of gourmet and specialty products - including those which cater to people with food sensitivities.
“If you stick to the basics you will get good value from Farro,” Janene said when I asked her about a perception of Farro as a high-priced store. “Have your list and stick to it if you’re on a tight budget.
However, Farro is increasingly catering to the demand for unusual foods such as chestnut puree and rose petals. They also stock a wide range to cater for various food fads, diets or health issues.
Farro is keen to continue growing and innovating. Janene and James Draper and their senior team travel overseas regularly to check on the latest trends, and to source new products.
It has been an exciting ride. Farro Fresh started with one store - it was nurtured like a baby, and the company has grown steadily and systematically.
With over 550 local suppliers distributing through her stores, Janene feels a strong sense of both satisfaction for their success, but responsibility, too, for those “incredibly talented artisan food producers.”
Janene Draper is a very personable, highly organised, caring person, fun and friendly, extremely proud of Farro’s success, yet clearly not content to rest on her laurels. (JOHN ELLIOTT)