Farro approached us as a start-up brand that wanted to showcase New Zealand artisan produce in mid-2006. Taking the idea of the farmers market and turning it into a specialty food store was a relatively new concept. It was always going to be difficult competing against major supermarket chains as well as challenging consumer’s grocery shopping behaviour. Janene and James Draper turned to RCG to bring this new idea to life.
We developed the idea of the artisan farmers market and created a unique concept, using polished concrete, rough sawn macrocarpa and metropolitan stainless steel joinery; all of which are now signature features of Farro Fresh stores. By creating a centralised Deli, we focused on the heart of the store and put Farro’s people at the centre; we waved goodbye to the traditional grocery store layout. This enabled us to unlock the potential for the deli to also act as a customer service hub.
Farro is all about discovery, so it was important that we create a framework for the ‘merchandisers’ to then be able to bring the food to life. From produce displays to the juice hut, the spaces are literally formed from the pallets that are delivered to site.
“RCG have been with us since day one so they totally understand our requirements... this [Epsom] is our fourth store in Auckland, so we’ve been able to work with RCG and build on our learnings to create an optimal layout and shopping experience for our customers.”
As a result...
The concept has been a winner and over the past 11 years RCG has helped Farro Fresh grow from a start-up into a major supermarket player with an annual turnover in excess of $100m. Farro have 5 stores around Auckland and a strong online retail presence.