Farro's has recently opened its latest store at Smales Farm on the North Shore. It has been searching for the right location for its next store for the last few years, and with only one on the North Shore, it was an easy decision to look for a new place in the area again.
"Smales Farm is a great hub and has become quite a landmark location on the North Shore throughout its development. It’s also close to the motorway, schools, businesses, and nice and handy for shoppers in those surrounding suburbs, Devonport, for example, for whom Mairangi Bay could be just a little too far,” said Craig Williams from Farro.
The newest Farro store is its first-ever greenfield build, which has meant it has been able to tailor the fit-out to give customers the best possible shopping experience. This includes a large central deli with barista coffee, grab-and-go lunches, its signature cheese and antipasto range, a cosy beer and wine cellar, an in-house fishmonger and butcher, and the largest Farro Kitchen area of any of its stores.
The new store has extra thoughtful inclusions such as live trees, reclaimed wood, and upcycled antiques to inspire a market atmosphere, creating a relaxing visit. Farro's shopping experience is one of the things it is most proud of, and it is committed to ensuring that shopping at its stores never feels like a chore for consumers.
"It should be inspirational, easy, pleasurable, filled with delicious discoveries."
To further cater to consumers, Farro's also has its own Friends of Farro loyalty programme for its shoppers, which gives exclusive deals, including hot drinks on consumers' birthdays and a comprehensive voucher system.
"We value our customers' opinions too – we frequently survey our foodie community and run tasting events to get candid feedback, all of which we use to inform our range, recipes, and the store experience."
Williams continued that consumer convenience has become a significant priority, with the Farro Kitchen meals being its fastest-growing category and more and more consumers looking for easy meal solutions that don't compromise quality.
It works closely with its suppliers for recycling, composting, disposing of waste responsibly and reducing it as much as possible. It prioritises local producers, and every new product or supplier is assessed based on their food production, packaging, and distribution practices before it decides to range them. This is another key aspect of its operations, which Farro takes special care and pride in, as all new products must align with its quality, sustainability, and value principles.
"We're always searching for up-and-coming local products or producers to support."
Farro was also among the first to incorporate BYO cups, bags, containers, and scrapped plastic produce bags well before the big supermarket duopoly in New Zealand.
"We're committed to wasting as little kai as possible, which is where our long-standing partnership with Fair Food (Auckland's leading food rescue charity) is key."
Farro stores set aside fit-to-eat food it couldn't otherwise sell, including products that don't meet its grading system or grocery items with damaged packaging. Fair Food redistributes these to communities in need every week. Any non-salvageable foods are composted or sent on as livestock feed, meaning Farro's landfill waste is nearly one percent.
Moving forward, Farro's will continue to look for community food groups and initiatives to partner with to make its Smales Farm store a one-stop destination for shoppers.
“We are thrilled to have a new store in this community. We’re focused on being a valued member and a great neighbour.”
Read more from the February issue of Supermarket News below:
