For some, Earth Fare is considered a common location to purchase high-quality, all-natural, organic groceries at a reasonable price. For those who consider themselves to be “health enthusiasts”, this outlet can easily satisfy each and every individual grocery related need. Earth Fare has a wide variety of food products as well as several miscellaneous items (such as makeup and toothpaste), all of which put the earth first and profit second.

The issue that poses the greatest dilemma for Earth Fare is, how do you reach a customer who has never been to an Earth Fare before? To answer this question, I turned to my girlfriend Jessica who has been shopping at alternative health food grocers for years. Before today in fact, Jessica had not heard of Earth Fare and did not know what it was.

To start off the interview I asked Jessica, “What are your preconceptions about Earth Fare?”

“It sounds like a health food store” she said, “I feel like it would be sort of like a GNC, carrying vitamins and stuff like that. I also feel it would be fairly expensive.”

My second question was more direct, “Would you use Earth Fare?”

“It sounds like a decent place to get produce, but since grocery shopping is more of a routine, I can’t see myself going out of the way to go get higher priced, fresher, produce. I could not see buying the majority of my groceries there, mainly because I do not know what they have.”

After receiving the second answer, it quickly became obvious that she did not know what an Earth Fare contains. Due to this fact, I decided to tell her what I had learned about Earth Fare from our guest speakers as well as my own personal experience.

First of all, I assured her that Earth Fare was not a health food store like GNC, but was in fact a grocery store containing all the categories of products that any grocery store would have. I told her about the many different coffees, cheeses, and cookies we were able to try during our tour, and encouraged her that everything she needed at her usual grocer would be at Earth Fare and that it would be a lot healthier as well.

To end the interview, I asked Jessica to tell me, after hearing what Earth Fare actually was, if she would use it in the future.

“While price is still a concern for me as a college student, the store itself sounds very appealing. When Auburn is given the choice, I feel that many people would choose organics. I feel the introduction of this store in the Auburn area could definitely lead to a healthier lifestyle for a lot of people.”

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