2016 - Volume #40, Issue #5, Page #09
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Small Town Residents Love Her Mobile Grocery Store
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The concept is not new, Leutenegger emphasizes. She remembers grocery trucks in Switzerland where she was born, and she thought it would work around the Listowel, Ontario region where many small towns don’t have stores any more.
“I thought my customers would be mostly seniors,” Leutenegger says. “I’m surprised that my customers are people of all ages. It’s like bringing the farmers market to people’s doors.”
Before she drove her first route in July 2015, Leutenegger advertised in local newspapers, spread the word on social media, and attended a home show. She had an old Purolator delivery van remodeled to include refrigeration, shelving and a freezer in the back with a generator.
“In the beginning there was a lot in figuring guesswork what to stock. Now I have it down to a science,” Leutenegger says. On Mondays she shops and stocks supplies from wholesalers and local farmers.
Tuesdays through Saturdays she is on the road tallying up about 400 miles a week traveling to nearly 50 sites. Among them are the senior centers and apartments she anticipated. But workers at businesses such as the Deere and Ford dealerships in Listowel shop from her van too on Thursdays and Fridays. In addition to groceries, she sells premade sandwiches from an area business.
“People like convenience, and they like choosing their own groceries and supporting local growers,” Leutenegger says.
She purchases fresh produce from area growers and for her latest service - weekly CSA-style boxes that she puts together and delivers to customers’ homes.
Her schedule has been busy, Leutenegger says, and she couldn’t keep up without the help of family and friends. But by keeping prices competitive her business continues to grow. Town officials who once thought she would hurt other local businesses now appreciate her service.
One of the most challenging parts of the job is bad winter weather, Leutenegger says. But even on the worst days, it’s been worth it because of the gratitude from customers – especially senior citizens.
Her website lists her schedule and products, and customers can sign up for email or cell phone text reminders.
It’s all about convenience and service, Leutenegger says, along with getting to know her customers.
“It’s lots of work, but I can’t imagine working for anybody else. I’m very glad I started this business,” she concludes.
Contact: FARM SHOW Followup, Jeannine Leutenegger, Fresh Xpress, 9065 Rd. 167, Gowanstown, Ontario Canada N0G 1Y0 (ph 519 292-1214; www.freshxpress.ca; info@freshxpress.ca).
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