In May of 2003 First Alternative Cooperative opened its second store, the “North Store.” Northwest Corvallis has embraced it and over the last 5 years has seen rapid growth.  On an average day the North Store serves over 890 people.  With overwhelming owner and community support, the Co-op announced its expansion of the North Store in October of 2008.  The expansion is now complete and we celebrated with a grand opening party on May 1st with approximately 500 visitiors joining in on the fun.
If you would like more information on the expansion, please contact Evelyn Hall, North Store Manager, evelyn@firstalt.coop.

Some highlights of the newly expanded store:

• Doubled size of retail area
• More product choices in all departments
• Wider beer selection
• Wine and beer tastings
• Salad bar and more Grab & Go goods from Feast Alternative
• Larger seating area inside
• Self-serve espresso machine
• Play area for kids
• Produce sampling window
• Much larger back-stock area
  

The final touches...
by Evelyn Hall, North Store Manager, July 2009

The past year has brought exciting changes to our North Store. The expansion has been an awesome experience that seems to be nearing its end. Since the Grand Opening on May 1st we have been putting the final touches on the expansion. We have added more new products, polished up some rough edges, and have added new services.
In the bulk department we have added a bulk freezer where you can find delicious frozen peas and corn from Stalbush Farms. Stalbush is a local 6 company that is Food Alliance certified. We are now receiving direct deliveries for all our frozen fruits and veggies from Stalbush. It’s very exciting to drastically cut the carbon footprint of these products by buying direct from the manufacturer instead of through a distribution system that runs our neighbor’s veggies up to Portland and then ships them back to us. We are looking forward to adding more variety to the bulk Stalbush freezer in the near future. If you have a favorite Stalbush product that you’d like to see added please fill out a Product Request Form at the North Store customer service desk. Also in bulk we will soon have local soft wheat in the grain grinder for your fresh flour enjoyment.
In the middle of July we opened a new register in the deli area. The deli staff will operate that register everyday from 11am-7pm. We hope to invite more people to share their eating experiences with us now that purchasing food to eat here is easier. The deli staff is an amazingly dynamic team that provides excellent service each day in so many ways in our store. Thank you for your patience and feedback as we transition into using our new register.
At the end of July we installed the fire doors over the dairy coolers that are required by city code. Since our backstock space and retail space are on two different properties, the city dictates that we must separate them with a three-hour firewall. So, in case of fire the fire doors will come down protecting the properties from catching each other on fire. We appreciate the patience and understanding that you all have shared with us throughout the last bit of our construction.
In August we are looking forward to offering frozen pet food in a new freezer that will be located next to the chicken case by the south ramp. The pet food section has been a hit with our customers and we are excited to offer another option for pet lovers.
We hope that you have had a chance to join us for our new demo event, Thirsty Thursdays. Every Thursday from 5-7pm our demo queen Jenn and our North Store beer and wine goddess Marlene bring you a delicious sampling of beer and wine. The beverages are always paired with scrumptious snacks and local musicians share their tunes during the tastings.
I’ve said it many times, in many places but I’m going to tell you again, how lucky I feel to be surround by such an amazing group of people. The board of directors provided the leadership and vision that has allowed the Co-op to provide even more great food to even more great people. Our North Store customers have been so supportive of the expansion and have showed our staff so much patience and kindness. Our contractors have been professional and cooperative. Our General Manager, Michele, headed up the project and has poured her sweat and heart into making the expansion a beautiful success. The staff has gone the extra mile to provide our customers with service even through heavy construction and major product resets. Thank you to each and everyone person that has made the North Store the wonderful success that it is. I hope that you enjoy the final touches on the project. Please never hesitate to contact me at evelyn@firstalt.coop to share your Co-op experience and how I can make it even better.

6:00 – Dinner and finding seats
6:15 - Welcome, Objectives, Introductions

• Welcome:
• First Owner Forum
• Goal is to engage owners is the process of growth.  We’ve identified 3 areas we’d like you feedback and ideas on.
• Brainstorming session more that question and answer
• Objectives:
• By the end of the meeting you will:
  Know your North Store Manager
  Know how products are chosen
  Give feedback about products and product mix

• Introductions:
  Name, owner since, and favorite product
  

6:30 - Edutainment

• How are products chosen? (product selection guidelines & buyer’s check list to new products see next page)

• Review what our product selection guidelines are and how buyers bring in products

• The life of a product request form

• Goes to buyer of the department
• Buyer researches (this is where it take 2-3 weeks)
• Goes to support volunteer to enter into the DB and make calls

6:45- Discussion Topics
(have owners split into 2 groups and answer the following questions on flip chart paper and then share. 5 minutes for each question)

• Present Brainstorming Rules- quantity not quality, do not judge ideas, do not discuss ideas, wait for silences to end creativity usually follows, okay to repeat, okay to piggy back.
  
• What products do you buy at the South Store that we currently don’t carry at North?
• Greek Gods Ice Cream, Divine Bovine beef jerky, alba shampoo and conditioner, cheaper red wine, “no-chicken” broth, cracked wheat, low-fat jeck, hot bar deli food, feast alt sandwiches, options bakery, it’s alive slaws, bulk h&h stuff, bulk tea tree, vanilla almond granola, diverse flour selection, new chapter full line, cheese, bee pollen capsules, bulk dolmas
  
• What products do you buy at other stores?
• Drain cleaner, dog food for picky dog, raw cat food, cat food for tummy issues, ginger harvest, living earth bakery, cat little, richeys for local produce, health valley cookies, fresh fish, Saturday market, vitamin water (12 flavors at Freddies), cambell’s tomato juice (tastes better), cat litter (bigger), trader joes cheap nuts, household supplies, dollar tree foil trashbags and sandwich bags, large packs of TP, colgate toothpaste, beer at the orange market, Doritos.
  
• How could the Co-op better highlight it’s unique product mix?
• KLCC ads, marketing scheme that makes you feel good, promotional items that have a product selection catch phrase, ask a pro featuring product selection, keep emphasizing local 6, condense product selection guidelines into a phrase or slogan, make a product selection brochure, more local products, more co-op ads (tv, radio, print, web, phonebook), emphasizing benefits of bulk, get co-op food in public schools, talk about product selection in the community, publicize unique products and teach people how to use them.

7:15- Wrap Up and Thank You

• Quick Evaluation of the meeting and short q&a
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Owner Forum – Increasing Owners
Meeting Minutes
Thursday October 23rd 6-7:30

6:00 – Dinner and finding seats

6:15 - Welcome, Objectives, Introductions

• Welcome:
• Second Owner Forum
• Goal is to engage owners is the process of growth.  We’ve identified 3 areas we’d like you feedback and ideas on.
• Brainstorming session more that question and answer
• Objectives:
• By the end of the meeting you will:
• Know your North Store Manager
• Know how owner shares are sold
• Give feedback about increasing co-op ownership
• Establish a network of other interested owners
• Introductions:
• Name, owner since, and favorite part of being an owner

6:30 - Edutainment

• Owner Share Basics
• Discussed how we sell owner shares
• Owner Share Training- all staff
• Why is it so important for us to grow our owner base?

• Capital to borrow against
• Owners buy more at our stores
• Owners are invested in the success of our stores

• Owner Statistics
• 47 owners a month average so far in 2008
• About 60% of our shoppers are owners
• Owners account for 70% of our sales
  
  
• Owner Share Drive Details Oct & Nov 2008

• Owners that refer someone receive a $10 gift card
• New owners receive the regular goodies along with a Co-op t-shirt

6:45- Discussion Topics
(owners split into 2 groups and answer the following questions on flip chart paper and then share.)

• Why did you become an owner?
• Gift from someone, committed to community, became staff, inquisitive cashiers, support of local business, pride of ownership, developed relationships, sense of belonging, buying a majority of my food here, north store moved to my neighborhood, eligible to volunteer, eligible to play volleyball, part of bigger group, status symbol, the card is cool, becoming an owner of all co-ops, parents had already, shared the values of the Co-op, a gift, support local, peer pressure, OASD, guilt, socially responsible thing to do, big sign over door “discount for owners”, some may think they have to.
• What do you feel is the biggest benefit to being an owner?
• Top reasons: OASD, social networking, no guilt, part of community, feeling proud to be a part of such an awesome organization, OASD.
• Other reasons: vote, political networking, volleyball, discount on beach house, support work, transport card, use at other co-ops, run for board, dividends, thymes to your home, class discounts, owner workers, $70 invested, you look cool, owner bag, bumper sticker, coupon book, discounts at other co-ops, owner forums, creative ideas, co-op experience tour and discount card, discount on community gardens, patronage dividend, vote, not feeling guilty when I take the thymes.
• How can we better attract new owners?
• More collaboration with other businesses for example discounts at other stores, more tours of farms and local vendors, shift away from monetary benefits, emphasize community work, more community involvement, owner only activities, document activities and events, karaoke for owners, multigenerational experiences, monthly potlucks, tell people about the co-op principles, improve owner packet to include co-op community benefits and principles, explain environmental emphasis, inform staff more, advertise community efforts, community outreach outreach, tell people what we do like recycling, contests for owners, offer non-owners a reward for filling out a survey about why they are not owners, civic outreach, realtors give owners share as house warming, business owner shares, shortened welcome brochure focused on benefits, more owner exclusive events, annual owner meeting encourage owners to bring a non-owner, OSU collaboration- owner share gift to students, gift owner share info into community, do best of Corvallis vote/plaque that the Co-op sponsors, feature ownership in ads, special gift or activities, in store display on ownership, annual owner gift, emphasize refundable part.

7:15- Wrap Up and Thank You
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Owner Forum – Ensuring the Co-op’s Success
Meeting Minutes
Thursday October 30th 6-7:30

6:00 – Dinner and finding seats

6:15 - Welcome, Objectives, Introductions

• Welcome:
  • Third Owner Forum
  • Goal is to engage owners is the process of growth.  We’ve identified 3 areas we’d like you feedback and ideas on.
  • Brainstorming session more that question and answer
  • Introduce myself
• Objectives:
  • By the end of the meeting you will:
  • Understand the Co-op’s current market position
  • Give feedback about ensuring the Co-op’s success in the face of competition
  • Know your North Store Manager
    Establish a network of other interested owners
• Introductions:
  • Name, owner since, and favorite thing about the Co-op

6:30 - Edutainment

• Current Budget to Actual Highlights for 2008

• Sales YTD (thru Sept) actual-  $11,002,275 budget- $10,730,127
• 2008 budgeted sales $14,594,346
• % growth YTD (thru Sept) actual-11.87% Budget-9.25%
• 2009 budgeted growth- 9%

• Market Study Highlights

• Current market share ~ 30%
• Market of Choice forecast
• South Store 15-20% impact of sales regaining 1/2
• North Store 25-30% impact regaining 1/3
• 35% sales increase at North with expansion and no competition
• only 5-6% increase with MOC

6:45- Discussion Topics
(owners split into 2 groups and answer the following questions on flip chart paper and then share.)

• Why do you shop at First Alternative Co-op?
• Produce, close to house, community, short lines, staff, learn new things, big bulk, helpful and knowledgeable, sale items, intimate, cheese, recyclability, OASD, recycle center, quality products, boycotts, minimal packaging, bulk liquid soaps, alternative transport, reusables, local producers, staff discount, prep foods, keep $ local, donation program, customer service, beans for bags, only food I eat, I work here, source of safe food, friendly, origin labeling, makes you stop and think, education, articles, signs, produce, filtered water, feeling, ambiance, opportunity for feedback, responsiveness of staff, OASD, discount, respectful customers and staff, bike access, lots of bulk, foreign food, money back to community, I own it, meeting place, more pleasant experience, no labor dispute, location, store’s smell, see someone I know, bulk seeds, feast food, natural meats-not tortured-taste better, more organic products, discount, supporting local business, quality products, care about shoppers, walk the walk, good role model, encouraged to be a better person, bulk, don’t have to think about products, ethical business.
• How can we set ourselves a part from competition?
• Focus on products that you can’t get anywhere else, promoting local 6, putting faces on those local business owners, videos of farmers and local suppliers, owner video contest, why I love my co-op video, field trips to local 6, training for staff so that they know why we are special, living wage and benefits, constantly sharing co-op values, promote alternative transport programs, charge for bags, logo on cool products, bulk variety and value, customer service, special orders, quality of products, local products, welcoming atmosphere, knowledgeable staff, product info, one stop natural foods, neighborhood stores, thymes, education about co-ops, product selection guidelines, bike racks, friendly, reuse/recycle, recycling drives-free Styrofoam, wi-fi, daVinci sculpture, top notch customer service, new president could cause a wave of change and we could catch that wave, actively engaging with crowds at events we’re at so we’re talking to non-co-op shoppers, may need to seek new events, engage our owners in getting our great work done, incentives for owners to help advertise- monetary or other, do more telling of what we do that’s different and better, business card drawing, emphasis co-op experience tour.
• How can we bring new shoppers into the Co-op?
• Community wide discount days, more classes, tours for local businesses, lunches, open houses, international house days (OSU students), frugal cooking demos, organic hot dog stand on campus, photo essay about farmers, events (chili cook off community potlucks) adopt a non-owner, bring a friend day, one day non-owner discount, co-op party (raffle), tea party and cookies, food booth at farmer’s market, cooking classes, other classes, bigger effort about what is economical, get past yuppie/hippie, free food parties, promote strengths, partner with schools and other businesses, connection between shopping and community service, radio station partnership for food drive on site, appeal to people’s environmental awareness, apart of neighborhood associations, reader board at south, find new niche, how do we behave inviting, try to advertise what we do, word of mouth, coupon, events-bring a friend both get a prize, coupon for yo-yo, find new or existing target audience, new owner discount day, everyone discount, convey to people how we price competitively, community party, try to go to new place and advertise, focus market, OSU, gift for new group, wine tastings, employee advertising, cardboard human signs, advertise at symphony.

7:15- Wrap Up and Thank You
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