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Business Management
Sprouts Farmers Market foragers Kim Coffin, Scott Romano and Brody Burk took the Regenerate Stage for a live buyerside chat at Newtopia Now in August.
To start the session, "How to Get Noticed by the Sprouts Forager Team," the foragers explained their roles: They are tasked with scouring the natural and organic products industry to "find innovative, health-forward and sustainable products to bring on shelf," said Coffin, a chief forager. She considers the foragers to be a "product-development, brand-building team," she added.
Sprouts foragers, from left, Scott Romano, Kim Coffin and Brody Burk participated in a buyerside chat at Newtopia Now.
Specifically, the foragers have to identify innovative brands that will help Sprouts differentiate itself from other grocers, Coffin said. Ironically, they love to see their brands grow, spread to other retailers and become successful.
Coffin also shared some data about who shops at Sprouts:
They are 1.5 times more likely than typical consumers to shop for special diet foods such as gluten free, vegan, vegetarian or allergen free, for either themselves or for a family member.
They pay attention to nutrition labels.
They seek organic foods.
They are eager to try new foods and beverages.
They want to support brands that have similar values as theirs.
They shop numerous retailers.
Customers frequently tell Sprouts employees "to look out for the next best thing," Coffin said.
Sprouts is expanding across the country, opening about 40 stores per year. At the end of this year, it will have 443 locations, she said.
Watch the video of the buyerside chat, "How to Get Noticed by the Sprouts Forager Team," recorded at New Hope Network's Newtopia Now trade show on Aug. 26, 2024, in Denver, Colorado. The next Newtopia Now is scheduled for Aug. 20-22, 2025, also in Denver.
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