Small Is Beautiful

by Christine Sloan

“Bigger is Better!” This is a motto that has influenced American commerce and lifestyle for decades. Bigger houses, bigger cars, bigger food servings have all led to the image of success being directly related to size. Our Co-op proves that the opposite can also be a measure of success. Hungry Hollow Co-op has taken its overstretched 1,100 square feet of retail space and created a dynamic community center that has not limited its mission to the confines of four walls. We were warned when we moved into our present storefront over 10 years ago, that we would outgrow the new space within two years. Coming from a dark, cramped, garage location we were not convinced...We also believed that if we needed to expand the store, we would just do it!

Well, we did quickly outgrow our space as sales approached over a million and a half dollars in just a few years. So for the last seven years we have been dreaming, drawing and petitioning for expansion in a tightly controlled suburban community. Getting permission to build an addition was complicated by zoning restrictions and site work expenses. As we kept the hope of a bigger, more efficient store alive in Village meetings, we actively pursued ways to expand our co-operative spirit beyond the limitations of our space. Part of our mission statement helped us find the right direction. “We support the responsibility of business to positively transform society and the use of profit to fuel socially minded initiatives…”

One of our first outreach projects was the creation of the Natural Retailers Group (NRG), with four other like-minded stores in our village. For five years we met regularly to plan events and joint advertising ventures, and to share business strategies to avoid competition and duplication of services. This active dialogue benefited all of our customers; as we were able to provide a wide range of services, from natural toys and art supplies to homeopathic remedies, bulk herbs and organic produce, all within a short walk.

Our next impulse for “expanding” the store was sponsoring two annual events, an Organic/Biodynamic Farmers’ Festival and a fund raising swing dance. The autumn farmers’ festival grew out of our commitment to connect our farmers and suppliers with our customers. Customers who meet the people who grow their food and hear the stories of farming life from the farmers walk away with gratitude and appreciation for the fresh organic produce in our store. Our lively dance night in the spring has raised money for local biodynamic farming and gardening programs, helped inner city kids spend a day in the Pfeiffer Center Garden, and supported our local food pantry. The dance brought attention to important work with food in our community, with the added plus of dancing to live music with people of all ages.

In April of 2003 we cleared land for the new loading dock and receiving area. Our parking lot doubled in size, and a small addition on the front of the store opened a previously cramped section for retail. We still sell homemade soups and sandwiches out of our kitchen for our lunch crowd, and we are now be able to open early in the morning for folks on their way to school or work. Our fresh produce and freezer departments doubled in size and now provide a more comfortable space for our shoppers.

We completed the renovation in October, giving us over 1000 sq. ft. of new backroom work and storage space and a retail space of nearly 1,800 sq. ft. We’re still a small store, but we’ll always have big ideas.

 

Christine Sloan was the general manager of Hungry Hollow Co-op for 23 years. She joined as a member in 1979, when the Co-op was a buying club, and  ended her tenure as GM in May, 2007.

Some Useful Stats:
Established as a buying club in 1973, incorporated in 1989, established as a retail storefront in 1993
Annual sales: $3 million
Retail space: 1,800 sq. ft.
Store staff: 40
Membership: 380