Wild Notes
MEMBER OWNED SINCE 1982
WINTER 2016
TABLE OF CONTENTS
FEATURE ARTICLES
n
Winter Break
n
Growing a Garden
All Year Long
n
Winter Kale
n
From Farm to Freezer
n
100% Pure Co-op
n
2015 Customer Survey
n
Staff Picks
n
Valentine’s Day
Member-Owner
Coupon
n
IMPORTANT
DATES
n Member
Appreciation Day
Thurs., March 17
At Wild Oats, we are rather fond of winter, because it gives
us a little break in the action between the busy holiday
season and the start of spring. To take the chill off cold days,
we begin our planning for warmer weather. This gets us excited for the coming season and also helps us hit the gate running when spring finally comes to
the Berkshires.
Our Produce Department meets with local farmers in mid-winter to make plans for the growing season. While weather is often
the deciding factor when it comes to what local produce we
stock (and when), we make sure to include best sellers from
the previous season in our plans, along with new items
from the farmers that we think will appeal to shoppers.
Now that avocado season is here, look for specials on organic avocados in our Produce Department, along with packages of our house-made guacamole. This year, we also plan to
offer a new dinner-ready item –– stuffed peppers made with our house-ground
beef. Made with organic peppers, this item will offer an easy, satisfying solution
to healthy winter dining.
For your Valentine, we will have “deep chocolate” treats from
our bakery and from Champlain Chocolates. This year, we will
be offering a full-course dinner package for Valentine’s Day,
with everything you need for easy at-home preparation.
As the days grow longer, watch for our spring organic seedling
display along with seedling kits.
We wish you a peaceful, rejuvenating winter. As you mull over
plans for your spring garden, know that Wild Oats will be ready for you when
it’s time to put those seeds in the ground.
Wild Oats Market
320 Main Street
Williamstown, MA
413-458-8060
•
wildoats.coop
Mon-Sat: 7:00-8:00
Sunday: 9:00-8:00
1
member owned since 1982
Wild Notes
WINTER 2016
Growing a Garden
All Year Long
Year-round vegetable gardening in
the Berkshires? It may not be for
everyone; but my research turned
up more enthusiasm for winter
gardening in the Northeast than I
expected. From the intrepid Mother
Earth News:
Stretching the season using
a home-made hoop house.
“Whether you’re a market gardener wanting to extend your season
or a family looking to grow more
of your own food year-round, a
hoop house is the answer. For as
little as a few hundred dollars, a
backyard hoop house can make it
seem like you moved your garden
hundreds of miles to the south.You
can count on four to six weeks
of extra production in spring and
fall. By adding an inner layer of
cover inside a hoop and picking
cold-hardy varieties, you can grow
right through winter — even in the
coldest climates.
“What is a hoop house? Nothing
fancy or even expensive, unless
you like to make things that way. A
hoop house is just what
the name suggests, a
series of large hoops
or bows — made of metal, plastic
pipe or even wood — covered
with a layer of heavy greenhouse
plastic. The skin is stretched tight
and fastened to baseboards with
strips of wood, metal, wire or even
used irrigation tape and staples.You
can build one for a few hundred or
a few thousand dollars.
“. . . A hoop house is the perfect
do-it-yourself project. There are
only two cardinal rules to remember:
1. Make sure your corners are
square. The ground doesn’t even
have to be perfectly flat . . . our first
hoop visibly slopes downhill, which
aids drainage.
2. Cover the hoop with the plastic
skin on a day when there is no
wind.”
This information was excerpted
from an article by George DeVault,
“Low-Cost,Versatile Hoop Houses,” Mother Earth News, Feb/
March 2003 (an oldie but goodie).
To read the complete article, visit:
http://www.motherearthnews.com/
organic-gardening/hoop-houses.
aspx.
“. . . A hoop
house is the
perfect do-ityourself
project. . . . “
2
Now for the fun part. What
should you plant in the winter
in the Berkshires? A quick web
search turned up several recommendations for spinach (almost
everyone’s number-one choice),
kale, arugula, tatsoi, and claytonia.
Additional suggestions included lettuce (especially leaf lettuce), chard,
parsley; and root veggies including
carrots, turnips, and leeks.
Ready to start planning for
winter 2017?
Resources for Winter Gardeners
n The Winter Harvest Handbook:Year
Round Vegetable Production Using
Deep Organic Techniques and Unheated Greenhouses
by Eliot Coleman
(Chelsea Green Publishing, 2009)
video: https://www.youtube.com/
watch?v=yjBoFgCkv4s
n Winter Gardening Tips: Best Winter
Crops and Cold-Hardy Varieties
by Barbara Damrosch
(Mother Earth News, October/
November 2013)
http://www.motherearthnews.
com/organic-gardening/gardening-techniques/winter-gardening-tips-best-crops-zm0z13onzsto.
aspx?PageId=1
member owned since 1982
WINTER 2016
Delivered Fresh from the
Mighty Food Hoop House . . .
Wild Notes
Lisa MacDougall in
one of the Mighty
Food hoop houses.
Winter Kale
Great news! As of this writing (the
first day of winter), the kale crop
that Mighty Food is growing for
us is flourishing; and we expect
to have fresh kale right through
March. The kale was planted in a
hoop house that was financed with
the help of a low-interest loan
from the co-op.
Eat Local Year-Round
Hankering for Northeast blueberries in the middle of the
Northeast winter? The Farm
to Freezer program from the
Neighboring Food Co-op Association makes fruits and vegetables grown and processed
in the Northeast available
throughout the winter. All
Farm to Freezer products are
grown and processed in the
Northeast, and are available
exclusively at food co-ops that
are members of NFCA. Farm
to Freezer vegetables and berries are in our freezer section,
in a clear package so you can
see what’s inside. Products
include blueberries, organic
broccoli, organic edamame,
organic green beans, and nonGMO sweet corn.
Partnering with one of our major
local, certified organic suppliers to
create a win-win-win situation for
customer, farmer and co-op is a
natural fit for Wild Oats. And we’re
excited at the prospect of offering
fresh, local greens to our customers on an almost year-round basis.
“Even with a hoop house, winter
growing requires a lot of work,”
says Mighty Food founder and
owner Lisa MacDougall. “Hoop
houses need to be vented, covered
on cold nights, weeded (even in
winter!), and irrigated every so
often. Nevertheless, we love winter
growing, and we have been very
happy to supply Wild Oats with
kale over the past two winters. The
customers really seem to appreciate it.”
“Supporting local, sustainable, organic farming is implicit in our mission as a co-op, and we welcome
the chance to work with Mighty
Food and other local farmers to
improve our customers’ access to
fresh greens throughout the year,”
added General Manager David
Durfee.
Wild Oats customers know what’s good for them!
They love kale; and so we have found many ways to use it in our
dishes. Try this easy recipe from our Produce Department:
Wild Oats Kale Pesto
3 bunches lacinato kale, cleaned,
de-stemmed, and chopped
1 ½ cup grated Parmesan
4-8 cloves garlic to taste, chopped
1 ½ cup olive oil
Sea salt and black pepper to taste
Optional – ½ cup pine nuts or cashews
(or almonds or walnuts!)
Place all ingredients in a blender or food
processor and blend until smooth.
Serve and enjoy!
Great over pasta or spread on Wild Oats pain
l’ancienne for a fabulous appetizer. Freezes well.
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member owned since 1982
Wild Notes
WINTER 2016
100% Pure Co-op …
When it comes to maple
syrup production, Canada is
king. And cooperation is key.
The world’s largest supplier of
maple syrup, Citadelle, is a producers’ cooperative based in Plessisville, Quebec. It has nearly 2,000
members and collects sap from
more than seven million maple
trees located on member farms
throughout the province. A true
cooperative, Citadelle uses its considerable resources and strength as
one large, structured organization
to protect and further the common interests of its members. Its
business approach is based on the
values of self-help, self-responsibility, democracy, equality, equity, and
solidarity. It has voluntary and open
membership and is committed to
the equal treatment of members.
Prospective members of Citadelle
must complete Citadelle’s cooperative training program and successfully undergo an inspection to
make sure their products meet the
cooperative’s standards for quality.
Citadelle members provide the
cooperative with capital by committing to the number of shares
required for membership. Members
also commit to a five-year contract
to deliver all their maple syrup or
honey, other than what is needed
for personal consumption or local
markets, to the cooperative.
Members have access to the cooperative’s many resources, which include
the Citadelle employees, who share
what they know, and make needed
services available. Members establish the cooperative’s mission and
guidelines and amend co-op bylaws.
Regional representatives oversee and
protect the members’ collective and
economic interests and ensure that
the bylaws are upheld.
Why a Cooperative Structure Matters
The maple syrup industry is big
business in Canada. In 2015, Quebec’s syrup producers generated
107.2 million pounds of maple
For the Canadian
farmers who produce maple syrup,
there is a lot at
stake; and a cooperative like Citadelle helps protect
their interests.
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syrup, their fourth best harvest
on record. Syrup producers from
other Canadian provinces added
another 10 million pounds to this
total. In the same year, the U.S.
produced a little over 37.5 million
pounds of maple syrup, making
Canada’s market share approximately 70 percent. The value of
exports of maple products from
Canada in 2013 was approximately
$278 million in Canadian dollars
(over $200 million U.S.), a figure
that has been growing at a steady
and significant pace.
For the Canadian farmers who
produce maple syrup, there is a lot
at stake; and a cooperative like Citadelle helps protect their interests.
As part of the largest maple syrup
cooperative in Canada, Citadelle’s
members can make an impact on
the direction the industry takes in
critical areas like pricing, product
distribution, and exploration into
new markets.
Citadelle coordinates production,
sales, administrative services, business development, distribution, and
marketing, allowing the farmers to
focus on what they do best. Cit-
member owned since 1982
Wild Notes
WINTER 2016
adelle also provides its members
with ongoing training and education opportunities, so they can
keep abreast of the latest developments and technology in maple
syrup production.
A Global Market
Produced in Canada and the Northeast and North Central regions of
the U.S. only, maple syrup has long
been part of North American culture. But while the U.S. is still the
largest importer of Canadian maple
syrup, this naturally sweet treat
is becoming popular around the
world, in large part due to efforts
by organizations like Citadelle,
which has created distribution
channels in over 40 countries and
is currently researching markets in
India and the United Arab Emirates.
Citadelle offers a variety of specialty products like maple cream
cookies, maple cranberry spread,
How the U.S. compares:
While we have a long way to go
before we catch up with
Quebec, U.S. syrup production
has doubled over the past seven
years.Vermont continues to lead
the way, producing more than
the next two largest producing
states combined.
U.S. maple syrup production in
2015, according to state:
Vermont - 1,390,000 gal.
New York - 601,000 gal.
Maine - 553,000 gal.
Wisconsin - 215,000 gal.
Pennsylvania - 165,000 gal.
New Hampshire - 154,000 gal.
Michigan - 127,000 gal.
Ohio - 115,000 gal.
Massachusetts - 75,000 gal.
Connecticut - 19,000 gal.
From the USDA National Agricultural Statistics Service
Laurent Cloutier runs
an organic maple farm
near Plessisville, Quebec.
maple flavored coffees and teas,
and much more. It even markets a
skincare lotion made with maple. It
sells both conventional and organic
products, which are available under
various trademarked brands like
Shady Maple Farms. It sells to retailers, restaurants, institutions, and
manufacturers of quality foods; and
sells its Canadian Maple Delights
products directly to consumers,
through an online store and specialty shops located in Montreal
and Quebec City.
Citadelle’s members benefit greatly from the cooperative’s ongoing
efforts to expand into new markets and introduce new products.
There is still a lot of room for
growth in the maple market, and
Citadelle has the resources and
the willingness to make the most
of opportunities for innovation
and expansion.
Is Maple Syrup
Sustainable?
Yes. Maple syrup is 100% pure and natural. In Canada, producers must
adhere to strict guidelines and standards set forth by Canadian law
and the Federation of Quebec Maple Syrup Producers. Most maple-producing states in the U.S. have their own laws regulating syrup
sold in those states. States without such regulations must follow
USDA regulations.
The profitability and long-term sustainability of maple syrup production depend on the sustainability of annual sap extraction from trees.
To be sustainable, annual sap collection must not remove or damage
more wood than can be replaced by annual growth, or extract a
portion of sugar resources large enough to reduce growth rates and
hinder the replenishment of functional wood. Maple producers follow
“tapping guidelines,” a traditional set of best practices for sap collection, to ensure they meet these requirements. Each maple harvest
season, sugar trees are tapped in a slightly different area than the
previous year, preserving the health and sustaining the growth of the
trees.
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member owned since 1982
Wild Notes
from the GM
General Manager,
David Durfee
2015 Customer
Survey Report
Wild Oats conducted its biennial customer survey in
November. The in-depth survey serves a number of
purposes: to solicit ideas from our customers and
find out more about their preferences and shopping
patterns, to gauge customer satisfaction, and to help
us determine how effectively we are meeting our
Ends (mission).
Shopping Patterns
About half of survey-takers told us they shop at Wild
Oats more than once a week. Most people reported
that they also routinely shop in a nearby supermarket. Some 40 percent had a share in a CSA, and 75
percent regularly shop at farmers’ markets. A handful
(5%) of customers now regularly purchase groceries
through an online retailer such as Amazon.
Nearly everyone (98%) buys local foods when available, and 92% agreed that organic foods were very
important to their families.
Shopper Profile
Nine in ten customers said they eat the main meal of
the day together, with 78% having time to prepare dinner from scratch using raw ingredients and 57% regularly packing a lunch in the morning for themselves or
a family member.
Some 96% agreed or somewhat agreed that they
were proactive about their health, and 89% exercise
on a regular basis. Twenty-three percent regularly
shop for gluten-free products—about the same as in
the last survey.
As in previous years, a majority of the 2015 survey
takers were 55 years or older and reported having
shopped at Wild Oats for 10 years or more. But
the data also suggests that more young families are
using the co-op, with half of all respondents reporting
children living at home, vs. just a third in 2013. That’s
consistent with our observations and our continued
membership growth.
Meeting Customer Needs
There was some shuffling in shoppers’ top five factors
in choosing where to shop, with “Prices” dropping
from third to fifth, and “Availability of Local Foods”
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WINTER 2016
and “Product Selection and Variety” each moving up a
notch (see chart). At the same time, more customers
feel we are meeting their needs at least somewhat
well when it comes to prices, with 70% agreeing vs.
62% in the last survey. In a separate question, 93%
agreed or somewhat agreed that “I am willing to pay
a little more for products that are produced more
sustainably/with less environmental impact.”
Interestingly, while survey takers felt Wild Oats does
a good job with issues such as “Hours of Operation,”
“Knowledgeable Staff,” and “Convenience of Parking,”
they indicated that those were the least important
factors in choosing where to shop.
Factors Shoppers Consider in Choosing Where to Shop
Factor
Needs Met*
(2013 importance rank in parentheses) 20152013
1. Quality/freshness of products (1)
96%
98%
2. Natural/organic foods (2)
99%
99%
3. Local products (4)
99%
98%
4. Product selection & variety (5)
96%
91%
5. Prices (3)
70%
62%
_________________________________________
Overall
96%
95%
* Percentage of survey-takers who agreed that Wild Oats was meeting
specific needs Somewhat Well,Well or Very Well.
Growth opportunities
Ten years after opening our new store, we asked
customers to list the new services they were most
interested in seeing in the next stage of Wild Oats’
growth. The most popular idea was a made-to-order
sandwich counter, with about half of survey-takers
liking that idea. Following that was a desire for more
café seating and a juice/smoothie bar, with about onethird expressing an interest in each.
Looking to opportunities outside the store, about a
quarter of respondents were in favor of expanding
our community loan fund; offering a CSA pick-up at
Wild Oats; or having a Grab & Go deli on Spring
Street.
Many other ideas were offered, and we look forward
to evaluating them in the coming months.
Donations
Wild Oats has historically had a robust donation
program, and we asked customers whether we should
continue to honor requests from school groups and
other organizations whose goals are not necessarily
member owned since 1982
Wild Notes
WINTER 2016
aligned with our mission. Threefourths thought we should continue to take the same approach,
while most of the others felt we
should make fewer, larger donations to organizations whose goals
are closely aligned with the co-op’s
mission. 3% felt we should not
make community donations.
We also asked customers what
social issues we should support,
and as in previous years, the top
answers were:
• Local, sustainable agriculture
• Local hunger problems
• Recycling initiatives
Satisfaction
Overall, 93% are likely or very
likely to recommend Wild Oats
to a friend, while 92% said they
were satisfied or extremely satisfied overall with Wild Oats. Many
thanks to the 260 customers who
participated in the survey—and
please remember that your feedback is welcome anytime.
2016 Member-Owner
Appreciation Days
We say “thank you” to our
member-owners four times a
year, with member-only storewide discounts on Member
Appreciation Days. This year,
our Member Appreciation Days
are:
n Thursday, March 17
n
Friday, May 27
n
Saturday, July 30
n
Wednesday, December 14
Can’t beat these eats
Staff picks
When it comes to comfort foods, the Wild Oats kitchen knows its
stuff. Their tasty, satisfying dishes like ratatouille, butternut lasagna,
and chicken stroganoff use organic and local ingredients whenever
possible, and ingredients that are free of known GMOs. Wild Oats’
“Comfort Food Fridays” always draw a crowd (especially when cheddar n’ mac is on the menu).
We recently checked in with a few of our staff to find out what their
favorite “comfort foods” were:
“I thought long
and hard about
it, and a meatball
sub is my pick.
Everything about it
– meatballs, sauce,
cheese and bread –
says ‘comfort food’
to me.”
Jared Jolin, Meat & Seafood
(BTW: build a super sub with Wild
Oats house-made meatballs, handcut mozzarella, organic tomato
sauce, and fresh-baked ancienne.)
“That’s easy –
the chicken rice
soup. Sometimes
I skip the chicken
and rice and just
scoop a cup of
broth to sip. The
broth by itself is
delicious. It warms me up every
time.”
Cherie Walden-Carter,
Front End
FOLLOW US!
On Pinterest:
pinterest.com/wildoatscoop
Wild Oats Market
“Shepherd’s Pie. It
goes back to my
childhood. One of
my favorite cold
weather dishes
back then, and still
is now.”
Jay Wandrei, Deli
“Mac n’ cheese!
It’s the first thing
I think of when I
think of wintertime
comfort food.”
Morgan Valois,
Front End
“Have you tried the
Truffle Parmesan
Mac & Cheese from
evol? It’s pretty
good.”
Libby Derosia,
Wellness – and
another vote for mac
n’ cheese.
On Instagram:
wildoatsmarket
Wild Oats Market
Sign up for e-mail updates:
marketing@wildoats.coop
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Non-Profit Org.
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PAID
Bennington VT
Permit No. 72
Wild Oats Market
320 Main Street
Williamstown MA 01267
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What are you making for
MEMBER-OWNER COUPON
Save $2
on any
Instead of making reservations,
call us to reserve a
ready-to-cook gourmet dinner package,
local product
purchase of $10 or more
lovingly prepared with your choice of
pasture-raised beef,
Shetland salmon,
or vegetarian entrée
+ salad + rolls
+ special Valentine dessert.
Wine and/or appetizers optional.
Full menu available week of January 17.
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Look for the orange “local” label!
This coupon expires April 30, 2016