Beyond a Food Store:  Building our Identity as CreekSide Co-op

Concerned about the future of the Co-op, a group of board members and volunteers wrote a successful grant to The Reinvestment Fund. The goal of the project was to ensure that CreekSide Co-op would be sustainable in the future, by going through a deliberate process of clarifying the identity of the Co-op. The money was used to hire an Outreach Organizer, rent space for the meetings, and get materials and food for the meetings. A small core group, and a larger Vision Team worked over a period of six months to develop and run these meetings. Through a series of three member meetings, owners crystallized the identity of the co-op and took steps to increase sales. 

 

First Meeting - May 7, 2014

The first meeting was focused on what it means to be an owner of the co-op. Each of the 150 participants answered these six fundamental questions:

1. Why did you join CreekSide Co-op?
2. What does it mean to be an “owner” of the Co-op?
3. What do you love about CreekSide?
4. What is the community impact of the Co-op?
5. What would happen if the Co-op failed?
6. What would you like to see happen with the Co-op in the future?  

From this information we were able to begin to "tell our story" in a way that accurately and effectively expresses what we value about CreekSide Co-op. This collaborative process allowed us to think deeply about CreekSide's place in our lives, and what our responsibilities are to the co-op.

The most important thing to come out of the first meeting was a sense of purpose, a coalescing of ideas:

1. The Co-op is our community center. 
2. It has stimulated the local economy. 
3. Buying locally and from local vendors is important. 
4. The co-op is a place for networking, getting to know neighbors and supporting the local tax base. 
5. The co-op has increased property values. 
6. People feel safer walking around the neighborhood. 
7. The co-op has created new jobs.

 

Second Meeting - June 16, 2014

This meeting had 125 attendees.  Due to the fragile financial situation of the co-op, the second meeting focused on telling our story and creating action teams to get more members and shoppers. This is the essence of our story:

CreekSide Co-op is a beautiful full-service grocery store in Elkins Park. It is small and manageable, with friendly staff and short lines, making shopping a joy rather than a chore. CreekSide Co-op is a community hub that generates a sense of belonging, hope and possibility. Our thriving co-op has already improved the local economy and will encourage further growth in the neighborhood.  Even if CreekSide isn’t in our immediate neighborhood, when we shop at CreekSide we are part of building a sustainable community, and that’s worth the trip.

Though it is a small store, CreekSide Co-op is committed to carrying a variety of high-quality products at a fair price.  While we can’t offer the lowest prices on everything we carry, we have many great products that are priced competitively.  CreekSide is working every day to respond to product requests from our members, with a priority on products that are fresh, locally grown, environmentally friendly, and healthy.  Unlike conventional stores, every dollar spent at CreekSide is an investment in the local community.

We can also separate the ideas and tell different parts of the CreekSide story.

The Convenience Story - We now have a full-service grocery store right in the neighborhood. It’s small and manageable, with friendly staff and short lines.

The “Conventional” v.”Organic” Story - CreekSide gives priority to products that are fresh, locally grown, environmentally friendly, and healthy. We also respect that members are in charge of their food decisions and the products offered at CreekSide reflect member preferences.

The Community Economic Impact Story - With a beautiful store, the Co-op has become a source of pride for the CreekSide community. A thriving co-op has already improved the economy of Elkins Park and will encourage further growth in the neighborhood.

The Single Shopping Trip Story - CreekSide Co-op is committed to carrying high-quality products at a fair price. Though it is a small store, CreekSide is working every day to respond to product requests from our members.

The Co-op Destination Story - Even if CreekSide isn’t in our immediate neighborhood, it is still our local food co-op. Wherever we are from, when we shop at CreekSide we are part of building a sustainable community, and that’s worth the trip.

The Competitive Pricing Story - CreekSide has many great products that are always priced competitively. However, the co-op can’t compete with conventional grocery stores because we don’t buy the same volume. Unlike conventional stores, every dollar we spend at CreekSide is an investment in our community.

The Community Story - CreekSide Co-op grew out of the members of our community coming together to create something we needed: a community hub that generates a sense of belonging, hope and possibility. Our community needs CreekSide Co-op, and as members, as owners, we can make sure we keep it going!

Action Groups 

After the second meeting on June 16, 2014, members volunteered their time in the following Action Groups. Many of these Action Groups are ongoing. You can join one of these groups.

Equity Campaign - Volunteers began contacting all members to ask them to increase their equity in the co-op. To date the campaign has raised almost $40,000. This campaign will pick up again in November.

Overcoming the Summer Slump - To increase summer sales, this group generated ideas for keeping people shopping during the slow season. They developed a menu for “Shop to Shore”, had special events such as outdoor grilling and ice-cream sales. They were successful in keeping summer sales up, and have folded into the marketing committee.

Ambassador Program - These volunteers are going out into the community to introduce and promote the co-op. They are focusing on “Where you live, where you work, where you pray and where you play.” 

Personal Shopping - This group is pairing people who need help shopping, with volunteers who are willing to deliver grocery items.

Social Media/Video Group - This group has been busy promoting the co-op through social media and online videos. They’ve been going into the co-op and filming different people about why they shop at CreekSide. There is also a new co-op employee, Cathy, who is spearheading some of the media efforts. (link to Max’s video)

Special Events - These volunteers have been busy planning special events such as a poetry slam, wine tasting, cooking demos, children’s activities, musical offerings and The Elkins Park Fall Festival on November 8th to coincide with the Co-op’s 2nd Anniversary. The special events bring people into the co-op and bring the community together.

Data Analytics - This group looks at how data analysis can increase sales. They are looking at what is selling, comparing members to non-members shopping, and mapping where members live. This information will be used for advertising, co-marketing coupons, outreach to new markets, and measuring progress.

 

Third Meeting - October 20, 2014

By the third meeting the co-op was in better shape financially and there was a sense of hope and a feeling that the work of these meetings was instrumental in turning things around. 

The 50+ people who attended discussed what works and what needs improvement, and introduced the representation of CreekSide's identity shown at the top of this page.

Here is a summary of the Creekside Co-op experience we are striving for:

• The Shopping Experience  - We love the beautifully laid out store with friendly staff who are responsive to customer needs. We enjoy tastings & special products, the hot bar and community events. We want confidence in pricing accuracy, well-informed staff, and more product availability.

 • The Member Experience  - We take pride in being members and owners of CreekSide. We get special discounts and other services for being a member. It is our responsibility to promote the co-op, to shop at the co-op, and to be aware of how the store is doing. We want to increase membership, volunteer opportunities, and educate the community about the co-op.

 • The Employee Experience - We want the staff to be passionate about working at the co-op, earn a living wage with benefits, have opportunities for job growth, be trained well, and have job flexibility. We want the staff to represent the diversity of our community, and to grow as a team. Employees are members of the co-op, and take pride in their job. 

 • Product Philosophy – The co-op stocks local, fresh produce, bulk products, sustainable meat and fish, local bakery products, and high quality, healthy food that stems from membership requests. It is a full-service grocery, with many products at a reasonable price. We would like to continue to expand the products including more prepared foods, more deli, cheese and bakery items.

 

The work done by the Vision Team and the over 220 members who participated in the meetings, has been fundamental to sustaining CreekSide Co-op, and clarifying who we are and who we want to be going forward. We feel more united and committed to making the co-op a success. We recognize that this is an ongoing process, and that we as owners, are integral to shaping the store into a long-lasting institution in our neighborhood.