Where do you choose to spend your grocery or food budget? If you’ve listened to this podcast and show before, you’ll know that I’m an avid weekly market goer, and I LOVE knowing where my food comes from. I’m inspired by the same foods everyone else buys and more so by the rare foods finds that aren’t found at the typical big box supermarket and speaking with the humans who are involved in farming in whatever way that is. I realize that not everyone has a local market that they can go to for inspiration, but there are other options to make sure that where you are spending your hard-earned dollars is somewhere that is in alignment with your values. Sure, the big box stores and warehouses are cheap and you can buy in bulk. I do that sometimes. Then there’s what is close to you, that works too. Another element to this is the feeling of connection to where you shop. The opposite of not just being a number, you know, you’re one of a hundred who walk the aisles, pick up your items, fill the basket, go to the check out without feeling any connection to the food that you are about to hand over your money for. I think that’s what I get out of going to the market and the other stores that I frequent. I don’t go to chain stores 90% of the time, and I feel very connected and excited about the food that I buy. Even if it’s a can of tomatoes that I had to restock this past week. I know that the brand that I buy doesn’t have BPA in the lining of the tin and that’s something that this brand insists on. I look at it as I’m investing in that brand by buying their product, and that lends support to their BPA-free initiative. I’ve voted for their efforts with my dollars, the most powerful currency.
I find out from my local stores what their values are and where they get their stock from, and what their stories are. Everyone has a story and passion behind what they do, and that’s what I connect with. Remember back in episode 124 when we talked with Ryan Bergman from Locofields.com and his story? If not, head back and listen. He has a fascinating story of how he moved from his corporate job to farming. In order for businesses like Ryan’s to survive, they need our investment by purchasing their products, shopping in their stores, and voting with your wallet.
Along with the Saturday market, I shop at a local store that I’ve supported since it started as an outdoor market in the west end of Toronto called High Park, when my now 19-year-old was in a stroller, and before I started Sprout Right in 2004. That market then became a store called The Sweet Potato which had to grow from its original location to a larger space a few years later. There’s a story here that needs to be told and a connection that I want to share, to inspire you to find something similar if it calls you to. So today on EAT THIS with Lianne, an independent storeowner’s perspective on organic produce, the store’s growth, and a bit about food trends.
Saying that I’ve known the owner Digs Dorfman since Logan was in a stroller, made me realize just how long I’ve been a loyal shopper of The Sweet Potato. Watching this journey has been incredible. I just read that The Sweet Potato has grown its monthly sales by over 600% since our inception in 2007, with $128M in historical gross revenue, $18.4M in the last year alone and we process more than 22,000 customer interactions monthly. From the beginning, The Sweet Potato has helped more than 50 brands launch and bring their products to market and supported me in my journey too. Way back in my earlier days of Sprout Right, I’d exhibit at The Baby Show in Toronto twice a year. The team would package up ripe avocados, bananas, pears, and frozen blueberries for me to make the Fabulous Fruit recipe from Sprout Right, my first book for visitors and we promoted the Sweet Potato in return. Before my second, and award-winning book was published, we had to shoot the recipe photos for the book, and TSP donated all the ingredients that you see made into so many dishes that I share on social media, and that wasn’t a cheap endeavor! I do know that Digs has a unique way of doing business, creating connections to food by knowing farmers, and companies personally. But let’s have Digs tell us all about that, so welcome to EAT THIS with Lianne, Digs.
Want to shop at The Sweet Potato? Enter for the chance to win 1 of 5 $50 giftcards to check them out. Go to sproutright.com/sweetpotato to enter. This is for local entries only so you can get to the store and shop, and the contest closes on November 27th at midnight.
So where can you shop where you feel connected to? Is there somewhere in your area? If not, I want to know what you find in your area that has a story to connect to. If you’re interested in the investment opportunity in The Sweet Potato’s expansion, check out some of the links below. It’s a great opportunity to connect, that’s for sure.