Careers in Natural and Organic Foods Retailing

CAREERS IN

NATURAL AND ORGANIC FOODS RETAILING

Institute Research Number 671 ISBN 1-58511-671-8 DOT Number 290.477-018 O*Net SOC Code 41-1011.00

CAREERS IN

NATURAL AND ORGANIC FOODS RETAILING HEALTH FOOD STORES BUSINESS OWNERSHIP EVERYONE MUST EAT, SO WORKING FOR A FOOD STORE CAN BE A VERY SECURE

job. You can start such work while you are still in high school. If you continue, you may not need a college degree to progress into management, however, having a degree will increase your chances for advancement and higher earnings. Owning your own grocery store can provide a vary comfortable living, but owning your own natural foods store can be financially beneficial as well as satisfying in a socially and ecologically responsible way.

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“Natural” foods are those that have been produced with a minimal amount of processing and that do not contain preservatives. “Organic” foods are those that have been produced without the use of synthetic fertilizers and pesticides, genetic engineering or biotechnology, growth hormones, irradiation or antibiotics. Natural foods can be organic, but organic foods need to be certified before they can be labeled as such. Before a farm can produce any organic food, it must be inspected by a representative from the United States Department of Agriculture (USDA) to make sure it meets agency standards. If the organic food will be distributed through stores or restaurants, those outlets must be certified as well. Although most consumers think of fruits and vegetables when they consider organic foods, there are also organic meats, pastas, sauces, frozen meals, chocolate, and dairy products. The label should always state “organic.” The fact is, a growing number of people believe organic and natural foods are healthier for us and our planet. Organic farming does not use any chemicals that could cause contamination of rain and groundwater. In addition, the richness of the material used to fertilize organic fields’ topsoil does not allow it to erode into nearby rivers and streams. If people wish to avoid pesticides, they should buy organic and natural foods. Some of the foods that contain the highest levels of pesticides when grown conventionally include celery, peppers, peaches, spinach and strawberries; it’s best to buy the organic version of these. Those that contain the lowest levels of pesticides when grown conventionally include asparagus, bananas, broccoli, onions, corn and pineapples. Today the natural foods scene is driven by the same factors as conventional grocery stores: size and consolidation. Large wholesale warehouses and natural foods superstores are beginning to be the norm. There are three categories of natural foods stores: mass marketers, natural foods supermarkets in similar formats to conventional grocery stores, and small, independent natural and health foods stores. If you open your own natural foods store, you will most likely be in that third category, the small, independent store. The independent store has a strong presence in the natural foods industry. You can expect to make about $3 million annually in sales with about 2,000 to 4,000 square feet of selling space. A successful store is usually situated in an area where these products are well received, 3

where people in the surrounding neighborhoods appreciate the value of eating natural foods and, at the same time, are helping to preserve the environment. The success of the independent store is directly related to an emphasis on quality products, good produce, a unique product mix, excellent service, and informative marketing. The atmosphere should be relaxed and friendly, never hurrying the customer. In recent years, the competition for the food dollar has increased, forcing conventional food stores to rethink their pricing and product mix. Discount mass merchandise stores, warehouse stores and supercenters have managed to get a larger market share because of their lower prices. In an effort to draw consumers away from specialized stores, like butcher shops or natural foods stores, some supermarkets have included a full service meat counter with butchers on call and a natural foods section for those who prefer those foods, among other changes. Supermarkets across the country are struggling to keep their customers by changing the format of their stores. They create a “restaurant area” with tables and chairs, close to where the carryout food is provided. People can sit there all day, read the paper, meet with friends. One store is including general merchandise such as bath towels and dishes. In areas where there is a strong ethnic presence, the local store is embracing a format with ethnic foods, a sit-down café and hot foods targeted to that ethnic group. The rapid growth of superstores, which offer prepared foods and groceries in the same building as children’s clothing and office supplies, speaks to the character of today’s family. No one wants to run all over town for what they need. Nonfood store retailers account for almost a third of total retail food sales. According to the United States Department of Agriculture (USDA), food stores of all kinds sell almost $500 billion of retail food and nonfood products in a typical year. Specialty food stores, such as meat and seafood markets and natural foods stores, capture about five percent of that amount. Experts estimate that approximately 15 percent of disposable income in the average American home is spent in grocery stores. Annual retail sales are more than $300 billion and the weekly grocery expense is about $100.

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Former Vice President Al Gore raised American’s ecological consciousness and caused many people to rethink their stance on the food they eat. Organic and natural foods have become more popular, and people today want to know where and how their food is grown. Previously, natural and organic foods stores were few and far between, usually located in only the largest cities. People who own and operate natural foods stores tend to be much more than food store managers. They usually believe that natural and organic foods are intrinsically healthier and that the growing of such foods is beneficial to the earth. They are more careful about the suppliers they use and they often have a personal relationship with their customers. The people who buy natural and organic foods are also committed to eating only the freshest, least processed, seasonal foods.

WHAT YOU CAN DO NOW IF YOU ARE INTERESTED IN A CAREER IN THE NATURAL FOODS INDUSTRY, YOU

should first check out what natural and organic foods actually are. Visit the nearest natural foods store or local grocery store with a natural foods department. Examine the products you find there. You will probably see frozen and refrigerated foods, dry goods like tea, and health and beauty care products. In the past few years there has been a huge increase in the number and variety of natural foods products. Once you could find only one brand of organic cheese or pasta sauce, now there are multiple brands with many products prominently displaying that there is no wheat or meat or dairy in the product. This has come about because of the many food allergies that are so prevalent. You may in fact be allergic to peanuts, not uncommon, so knowing that a product contains no peanuts will help keep you safe and healthy. In a conventional grocery store, the natural and organic foods will be among the regular products. For instance, organic milk will be in the dairy section and organically grown lettuce and bananas will be in the produce section, so you may have to walk through the entire store to get an idea of how much food is organic or natural. Organically grown fruits and vegetables will be identified as such, and many grocery stores now post the name of the local farm where they are grown. In the meat department you will find certified organic 5

and free range chicken and other meats and, here also, the local producer may be identified. If you can, you may want to visit local farms that grow these foods in order to get first hand information the special care with which they are produced. Purchase some of the natural and organic products if you can, and see if you can discern any difference between them and the other products you may have been eating and using. Most people feel that natural health and beauty products tend to be gentler on skin and hair, and that free range chicken has a distinctly different taste. If there is a natural foods store nearby, you may want to talk to the owner or the workers there. People who own or operate natural foods retailing establishments are usually committed to a healthy lifestyle that is respectful of the earth and what it provides. They may operate their own gardens or participate in community gardens. If you visit farm markets on a regular basis, you may see other products besides fruits and vegetables, such as jars of honey or jam or maple syrup. Examine the jars and see who produced and packaged the product. The chances are that they were made locally from locally grown products. That is the key to natural and organic food use: you eat what is in season and buy products grown and preserved locally. Visit a local grocery store and check to see if there is a natural foods department. Carefully examine the products, their labels, the wide variety of available items. Then proceed through the rest of the store and notice that the organic and natural foods industry is following the lead of conventional grocery stores: large product mix and many suppliers.

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BRIEF HISTORY OF NATURAL FOODS “HEALTH FOODS” HAVE BEEN AVAILABLE SINCE THE 1920S, BUT THE NATURAL

foods industry as we know it today did not come into its own until the 1970s, when the demand for natural foods skyrocketed. In these early days, farmers’ markets and coops dominated, and experts feel the industry is just now beginning to come into its own. The Green Movement is just another expression of efforts to preserve the earth and take better care of our health and fitness. Of course, thousands of years ago there were only “natural” and “organic” foods. When humans were hunter-gatherers, they simply ate whatever they found as they wandered. Dried fruits and vegetables, dead animals that had been dried by the sun, grains that grew wild, all were taken by these early humans and eaten just as they were. Eventually, humans began to settle in areas where food grew most abundantly, like the Fertile Crescent in Mesopotamia. They learned how to plant and harvest various crops in a predictable pattern. They tended and raised animals like chickens and pigs, who were then slaughtered and eaten. These primitive peoples had one major concern: how to preserve the crops and wild fruits and vegetables, as well as the meat from the animals they slaughtered. Over time, they developed methods for storing excess food in such a way that it could be eaten even when there was little fresh food available. Especially in northern climates where winters could be harsh, food preservation became vitally important if people were to live from harvest to spring, when the first wild fruits and vegetables became available. Drying was one such method and pemmican, cakes made from dried meat and berries, was a Native American staple for hundreds of years. In ancient Egypt, people used the power of the sun to dry their fish and poultry, and the Babylonians created a paste from pounded dried fish that they used to season their stews. Such dried foods could be stored indefinitely. Salt was also widely used throughout the world as a natural foods preservative, in the form of a dry rub or, when mixed with water, as a brine. When dry, the salt was rubbed into the meat several times before the meat was then hung up to dry or buried in a container with additional salt. Hogs were salted and cured, and pieces of pig were pickled in order to produce hams. Fish has been preserved using salt for thousands of years, possibly before meat was preserved in this fashion. 7

Vinegar is also a powerful preservative and is common even today. It derives from alcoholic beverages made from grapes, potatoes, fruits or grains that are exposed to the air, which causes a bacterial reaction, turning the alcohol into acetic acid. Vinegar pickling became popular in the 1500s, when farm wives hard-boiled their surplus eggs and stored them in vinegar. Soon to follow were tender young onions preserved in the same fashion. Even today in England, pickled eggs and onions are common offerings in pubs. Smoking was and still is one of the finest ways of curing meat, although scientists and doctors today say that the carcinogens produced by smoking and grilling may be bad for one's health. In ancient times, meat and fish were hung from the ceiling of a dwelling and over the fire in order to preserve them. Smoke contains many chemicals, including alcohol, acid and other compounds and toxic substances that are particularly useful in preparing fatty foods like bacon. Fermenting is another natural process that changes food, rendering it more intense in flavor and easier to digest. The process is basically one of growing microorganisms on the sugar in certain foods like cheese, wine, and beer. Foods that have been fermented can be stored for long periods, and in some cases, like wine, grow more palatable and rich over time. Milk is one of the most perishable foods, but ancient peoples learned to turn it into other kinds of food that could be preserved for a longer time, most notably cheese. Sugar is also a natural substance that has been used as a preservative. However, before sugar was available, honey was used to preserve fruits and meats and in breads that were used as traveling food. The earliest jams date from pre-Roman times, when honey was combined with fruit and spices and left to dry in the sun. The Elizabethans were avid explorers who, through their travels, had access to increasingly different foods brought back to England from all over the world. Food had to be preserved differently in order to stay safe to eat during long sea voyages. Sailors added lemon juice to their drinking water to preserve it and keep it sweet, and to prevent scurvy. Inventor Hugh Plat created a broth that was similar to our bouillon cubes and offered it to the British Royal Navy as a means of preserving meat without using salt.

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In 1797, Napoleon Bonaparte offered a prize for anyone who could develop a new method for preserving foods on naval vessels. Nicolas Appert won for his foods preserved in glass jars. In 1910, Englishman Peter Durand used the same process to preserve foods in metal cans. This last was not the healthiest way to preserve food, as many people died of lead poisoning. Drying new and different foods became popular in the 1800s, with such products as milk and egg powders. Travelers took such staples with them as they circled the globe. At the same time, the ice box came into use, which was instrumental in helping to preserve foods for longer periods of time. By the 1950s, freezers were available to both farmers and ordinary citizens, and food preservation entered a new era. Freezing meant that meat and vegetables could be preserved almost indefinitely, ending the cyclical concern with preserving such perishable foods until the next harvest could be gathered. In the past, kings and nobles paid huge sums to provide themselves with out-of-season fruits and other delicacies. Now people expect the grocery store to provide all fruits and vegetables all year long, regardless of the season. In the words of famed British food writer Elizabeth David, we have lost “our sense of place and feel of the seasons.” One way to recapture this is by pursuing natural and organic foods and celebrate whatever is in season at the moment.

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WHERE YOU WILL WORK WHETHER YOU OWN YOUR OWN STORE OR ARE AN EMPLOYEE, MOST OF YOUR

time will be spent in a store setting. There will be storerooms where merchandise is kept and perhaps an office where you or your boss can do paperwork associated with the business. You will need to clean inside the store regularly as customers track mud and water in on their shoes. The shelves should be neat and display products so people can see them clearly. A pile of boxes of a product is unattractive and will probably lead to lack of sales. You will also work outside the store, keeping its appearance attractive by sweeping the sidewalk, making sure the parking lot is free of debris and, in the winter, making sure the sidewalk and parking lot are safe and free of snow. You will want to keep the front window display clean so people can see what you offer. During the store’s operating hours, you will most likely spend most of your time in the area where customers shop. You may sit or stand behind a counter so you are ready to check people out of the store, but you may also spend time among the shelves and other displays of products, answering customer questions and replenishing displays of products as they are sold. If you work in a conventional supermarket’s natural foods department, you will spend most of your work time in that department, making sure the shelves are stocked and people are assisted. However, as an employee of a larger retailer you may move around the rest of the store or spend time in the break room during your allotted break time. Likewise, if you work in a natural foods superstore, you will work all over the store depending on what your direct supervisor requires. One day you may be in the aisles stocking shelves and the next day you may be stationed at a cash register to assist customers with their purchases. If you decide at some point to open your own store, you will begin by doing preliminary work in many and varied offices, including a commercial real estate agent’s office, your lawyer’s office, your tax accountant’s office, offices of architects, designers and construction companies. As you work through your checklist of things to do in order to open your business, you will spend time looking at available properties or existing businesses and at your local town hall to obtain the correct licenses and permits. 10

Where you decide to locate is also vitally important, so when you are looking at potential properties or businesses, you will probably need to see them more than once. Some people think the emphasis on location is overrated, but if you locate your store in an area where there are abandoned stores or businesses that are not doing well, you may not succeed. Once you open your store, that is where you will spend most of your time. This will feel entirely different than when you worked for someone else, because you have invested significant time and money in this venture and you will be determined to make it succeed. Therefore you will probably pay more attention to product display and customer satisfaction than you may have when working for someone else. You will work in the storage rooms to review and account for inventory. You will work in your office to deal with taxes, payroll and other managerial tasks. You will work behind a cash register to assist customers and, if you offer prepared foods, you will work in the food preparation area. You may even deliver prepared foods to people’s homes. Most people who own their own small businesses work more than 40 hours a week. During the time when the store is open, you must be available to help customers and supervise employees, depending on the size of your operation. Even if you are just starting out with a small store, you will need at least one other employee to cover the hours when you cannot be in the store or when you are tending to other chores.

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YOUR WORK DUTIES IF YOU ARE EM PLOYED IN A NATURAL FOODS STORE OR IN A NATURAL FOODS

superstore, you will perform your work duties as assigned by your supervisor. These will include such tasks as stocking shelves and operating a cash register. It may include sweeping floors, shoveling snow outside of the store, and delivering prepared foods to customers’ homes. You may be content working for someone else and you may get regular raises and be able to support yourself adequately. You may even supervise other employees at some point. You will probably hire new people, train them and conduct performance reviews. You will oversee their daily work. But if you wish to own your own natural foods store, you will have many tasks to accomplish before the store is even open. Experts recommend that you make a checklist of the steps you will need to take toward opening your own business. Two of the best resources for this information are the Small Business Administration (www.sba.gov) and SCORE,(www.score.org), which offers information from former business owners. You will have to arrange financing for the new business so you should establish a relationship with a banker. You have to decide if you want to start your business from scratch or buy an existing natural foods business. Then you must name your business and arrange to protect that name with trademark procedures. Licenses and permits must be obtained according to your state and local laws. You will have to find the appropriate location, and you need to hire employees. A retail operation has four main business aspects: store operations, which include buying and selling; hiring and training; accounting and bookkeeping; and advertising and promotion. As the owner of the store, you will be involved in all aspects of running the business. Buying and Selling Buying and selling involves selecting suppliers for the products you wish to sell and then purchasing them. Before opening your store, try to establish relationships with various vendors like local organic farms and manufacturers of natural foods and other products. You may be surprised how many cottage food industries there are in your area, where people are growing fruits and vegetables, and preserving them for resale. These are the products you want to offer to your customers. 12

Then there is the selling part, which is directly related to dealing with your customers. If you maintain a helpful attitude and attractive store displays, and offer the products that your customers are seeking, the selling will practically take care of itself. Above all, you must have an enthusiastic and helpful demeanor. The natural foods store is a different kind of retail establishment. Your customers will expect you to be an expert on all the products you sell, how they taste, where they were created or grown. Some customers will come to you with a concern like a child who is allergic to peanuts and expect you to recommend foods that are suitable. You should have first hand knowledge of everything you sell. When someone approaches you with a new product, you must use it or have someone you trust use it. Taste the fruit drink, serve the frozen waffles for breakfast, and drink the tea. Handling fresh foods is self evident, you can probably taste them while you are talking to the grower or producer. Hiring Hiring involves finding the right employees and paying them enough so they want to continue working for you. Keeping good employees is an important concern for any manager/owner. You don’t want to have to start over again training a new person. You will want to treat your employees well, giving them periodic raises, bonuses when the store is doing well, time off for family and personal needs, and generally encouraging and praising their efforts. Make them fell like they are important parts of the team. Accounting and Bookkeeping Accounting and bookkeeping involve tracking your income and expenses, paying your taxes accurately and on time, and making payrolls for your employees. You should hire an accountant and/or bookkeeper if this area is not one of your strengths. Above all, make sure you have the money or financing for improvements or growth before you begin such developments. Advertising and Promotion Advertising and promotion are essential to the health of your new business, as people may not know what you have to offer if you do not advertise and promote. Advertising could be as simple as ads in your local papers or as complicated and expensive as a television commercial. Under the umbrella of promotion, you might sponsor a 13

local sporting event or charity drive. However, unless you have training and experience in advertising, do not try to undertake these tasks yourself. Just as you did when opening the business, let the experts do their jobs. In many cities and towns across the United States, health conscious people who also want to feel good about how their food is grown will anticipate the opening of a new natural foods store. The key to success is location and product mix so it will pay to do your homework before you start your business. There is a profile of the typical natural foods shopper and you should keep this in mind. Position your store in the area of your city or town where these people live. They are typically better educated than the average grocery store shopper, and they are usually in the upper or middle income group. The best advice is to find your market and fit yourself to it. When opening a natural foods retailing establishment, you will need to make some decisions about what products to sell. Will you sell fresh produce and meat? If so, your store must have the proper equipment to store such food. Perhaps you are interested in beauty and healthcare products as part of your inventory. Vitamins and supplements are usually offered, as well as frozen and refrigerated prepared foods. Organic eggs, soy cheese, meatless hot dogs and cold cuts, all can be featured in your store. When you are opening a new shop you will be shown vacant properties that may or may not suit your purposes. The most important thing to consider when viewing these properties is the neighborhood. Ideally, for a natural foods retailer there should be foot traffic as well as adequate parking. The nearby businesses should complement your business. A chiropractor, who tends to recommend natural and herbal remedies, might be a good neighbor, as well as a day spa. One expert recommends locating your natural foods store near a bookstore or a gym, as their patrons may prefer natural foods and medicines. If there are other natural foods stores in your city or town, check them out as thoroughly as you can. Take the time to understand your competitors. Offer something better than the other local natural foods store, such as better product selection, better service, fresher produce, more education, perhaps in the form of seminars about natural foods and cooking classes, and a better physical environment.

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If you open your own natural foods retail operation, you will be responsible for hiring and supervising employees. Try to run some sort of background check on anyone you are thinking of hiring, and talk to previous employers. Employee theft is a major concern for business owners, and you want to be sure you don’t hire someone who has had trouble in the past. Find the best manager and staff you can and pay them as well as you can afford. You should make sure your workers are paid at least as much as other workers in your area doing the same type of work. Offer incentives and bonuses if one worker makes more sales than any other. Another option is to purchase a store that is already established. There are real advantages to buying an existing business, including a past history showing numbers of customers and the dollar amount of business. You’ll know how much income is generated and how much it costs to run the business. Because the store has been in business, it will be a recognized place to shop for area consumers. Before you buy anything, you will want to consult with your banker to determine your financial constraints: how much down payment can you afford and what is the largest monthly payment that will fit into your budget? Then talk to a commercial real estate broker or lawyer to determine what is available and what fits your finances. You should also make a list of the features you want to see in the property. You will be able to review the books and records of the business to track its financial history, a good prediction of your chances for success. As your store grows, you may not be able to stay involved in the day-to-day operations on a hands-on level. You will hire people to perform such functions as merchandising and accounting, and they will report to you. Your management team may include department heads, including operations manager and advertising manager.

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NATURAL FOODS RETAILERS TELL YOU ABOUT THE CAREER I Work in a Natural Foods Store on the Pacific Coast, Supervising the Produce Department “Besides working with the produce employees and assigning them tasks, I also seek out suppliers in the surrounding area and often sample their products myself. We pride ourselves on the quality of the merchandise we sell. Our suppliers include farmers, small manufacturers who produce potato chips, bakeries that make fresh and natural bread, and companies that produce organic soup and other canned products. I have to admit I didn’t set out to work with natural foods. I needed a job to help with college, and this store took a chance on me. From then on it was quite an education. I still remember the first time I tasted roasted organic chicken – unlike any chicken I had ever tasted. It had flavor! After that I was determined to learn all I could about organic and natural foods. I sampled everything, even those things I thought I might not like, such as soy burgers. At the same time, I studied business and ecology in school because it seemed logical for someone who was interested in the natural foods industry. Once I graduated, the store manager offered me the assistant produce manager’s job and I took it. By that time another change had taken place in my life. I was feeling better than I ever had. I was working out every day and I ate only organic and natural foods. My shampoo is made with herbs and other natural ingredients. I use all natural deodorant, and drink only organic coffee. Eventually I met and married my wife, who was even more committed to the natural lifestyle than I was. Her parents raised her from a baby to take organics and the preservation of the earth seriously. She has never eaten a fast food burger or any product 16

with suspicious preservatives. She grows our garden and produces quite a lot of food. She is positively committed to eating foods in season, except for frozen and canned ones she makes herself. My store is committed to the same ideals, but we also have to serve our customers. Therefore we have frozen organic fruits that are technically out of season but which the customers want to have available. The same is true of canned soups and fruits and other products. It has been an exciting and interesting journey, from the college kid just looking for a job, to being committed to the natural and organic lifestyle. When we have children, my wife and I have agreed to raise them with an appreciation for healthy food and where their food comes from. If I was just starting out again, I would start eating organic and natural products sooner. I would also recommend that you get your college degree even if you feel you might not need it. It is hard to go back to school after working for a few years, so get it early.”

I Am a Natural Foods Store Owner “I own my own natural and organic health foods store and it is one of the largest in the region where I live in New England. In fact, my father first opened the business and named it after me. He and my mother are semi-retired now so I handle most of the day-to-day operations. I have grown up in this store quite literally. Before I was old enough for school my mom brought me with her every day. The workers in the store as well as the customers have always been like family to me. If mom and dad were tied up with customers, one of their workers would get me a drink of water or a snack. My dad used to take me when he visited our suppliers or checked out a new one. I got used to being around farms and animals, and examining fruits and other produce. When I got older I would help out around the store after school and during summer vacation.

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My teen years were tough, though. Most of my friends understood about our natural foods store, but there were some kids who asked really ignorant questions, like, ‘Did you have leaves and twigs for dinner last night?’ I got through it. My parents still don’t know that I would sneak some fast food when I was out with my friends, but I was never that impressed. I guess once your taste gets used to natural and organic foods, the processed stuff just doesn’t taste as good. I got my college degree in business and came back home to the store. I had changed considerably by then. Besides the regular organic and natural foods I had grown up with, I made the decision to eliminate red meat from my diet. Not long after that, I met the man who will soon be my husband and, guess what, he also lives a natural and organic lifestyle as much as he can. We’re committed to continuing the store into the next generation if possible. Over the past years I have watched the demand for natural and organic products increase, and industry experts feel this trend will continue. One of the complaints I used to hear about organic or natural foods, especially prepared ones like frozen waffles or canned soup, was that they were bland. This has changed completely. Even the famous chef Wolfgang Puck has his own line of organic soups. So we’re in it for the long haul. If I were to tell you what to do first, it would be to get to know organic and natural foods, and then try to land a part-time job in that kind of store. This industry is driven by the hands-on personal relationship between you and the product.”

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PERSONAL QUALITIES IF YOU ARE CONCERNED ABOUT THE FOOD YOU EAT AND WHERE IT COMES FROM,

you might be perfectly suited to work in an independently owned natural foods store, or own your own natural foods retailing establishment. There is no doubt that most people find it more satisfying to work for themselves rather than for someone else, but you may have to start out as an employee. Or you could work for a local organic farm to gain experience in how food is really grown. The important thing is to learn where food really comes from. Chickens lay eggs, cattle are raised to become ground beef, potatoes grow beneath the surface of the soil and potato greens grow above. You should have a powerful curiosity about what you eat. There is nothing wrong with continuing to work for someone else if you are getting paid enough to live and you have good benefits. It used to be that health benefits and paid vacation time were automatic if you worked full time for a company. That has changed as healthcare insurance has become more expensive, and companies that are struggling cut costs. In established companies, those employees who have benefits can usually keep them but new employees may not be offered benefits. There is nothing wrong with wanting security in your career. If you ultimately want to work for yourself, you should be something of a risk taker but also a careful planner. Life is full of risks and full of people who are afraid to take them. Take the risk but plan for every eventuality. You should cultivate the desire to be self-employed. If you are able to organize your time and get things done, in essence being your own boss, you will do well as a self-employed retailer. About 10 percent of the work force in the United States are self-employed. People choose to own and operate their own businesses for a variety of reasons: to advance professionally by becoming a business owner, to earn more money, or to gain status. If you start your own business, you should be well prepared. Talk to business owners about their experiences and read books about business ownership. The United States Small Business Administration reports that over half of all new businesses fail within the first five years, and you do not want to be among them.

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Whether you open your own store or work for someone else, you should be committed to helping people live a better and healthier life. You are not just providing produce, boxed cereal, and shampoo. You are selling the concept that your products are not harming people or the planet when they are being produced or manufactured or used. You are assisting people in finding natural solutions to many healthcare concerns, such as reducing high blood pressure through the use of garlic supplements. If you do not believe that your products are better for your customers than those found at the local chain supermarket, it will be difficult for you to sell them. Ideally, you should have personal knowledge of most of the products in your store. There is nothing so compelling as a personal testimonial, a fact born out by the commercials we see everyday on television. When you see the before and after photos of people who have used a weight loss supplement, don’t you think that might be you? Before you ever attempt to get a job in natural foods retailing or open your own store, you should experiment with different natural foods and products. Try the shampoo, eat the peanut butter, sample the frozen waffles and prepared meals. Make a salad with the produce. You will find that there are many outstanding products on the market that you might choose to continue to use and eat. Above all, you must believe in your own products.

ATTRACTIVE FEATURES ONE OF THE BEST THINGS ABOUT OWNING YOUR OWN NATURAL FOODS STORE IS

that you are your own boss. You define when you work and how long. As long as you have trusted employees who know how to run the store, you can choose the hours when you are actually there. Of course, as a diligent and committed store owner you will probably want to be there more often than not. But you need not be the first in and last out each day if you have good managers and assistants. You can also feel good that you are providing work for others. If your store can sustain several employees, you are doing your part to combat unemployment. You must show your appreciation for your excellent employees by paying them enough to live, which means cost of living increases each year and, if you can, health benefits and paid time off.

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You will be part of your business community and you can join with other business owners in various functions in your city or town. You can sponsor celebrations like fireworks on the fourth of July. You can hire high school students and offer them an opportunity to earn money for college. You will be paying business taxes that contribute to your community’s safety in the form of police and fire personnel and keep residential property taxes lower. If you embrace and promote the whole concept of natural and organic products, your customers might live longer and healthier lives. At the very least you will be doing less harm to the earth by providing natural and organic products to your customers. If you offer prepared foods you can have the added satisfaction of actually feeding people. If you have never felt this, try cooking an entire meal for your family sometime. You may enjoy intense satisfaction that your family is eating something that you prepared with your own hands, and it will work this way with your customers as well. Your customers can also be a great source of satisfaction in your work. You will probably get to know their names and product preferences, and they will share with you details of their lives, how their children are doing, what their spouses are doing. Neighborhood stores become an intrinsic part of their neighborhoods, an important part of the life and health of any neighborhood. If you have ever lived in a place where a local business was forced to close its doors, you know what an empty place that event can leave. Your employees will also add to your overall enjoyment of owning the store. They have sought out a job in a natural foods store for a reason, because they too are interested in natural and organic foods and products. They are inclined to sell your inventory enthusiastically because they are probably also your customers. If you elect to buy an existing business rather than build from the ground up, you will need less in startup costs of time, money and energy. Your cash flow will start immediately because you will have existing inventory, receivables and regular customers.

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UNATTRACTIVE FEATURES NOT EVERYONE IS CUT OUT TO BE A BUSINESS OWNER. EVEN IF YOU START WITH

sufficient financing and you buy a thriving, existing business, you will still face uncertainty. There are no guarantees when you own your own business. For instance, one natural foods business owner in Florida enjoyed years of a healthy, growing business. Then a huge superstore moved into the neighborhood. The owner expanded inventory and space, and offered specials on the most popular products but eventually had to close because the superstore was just too powerful as competition. When purchasing a business, the cost can be quite high, often greater than starting from scratch. After you own the business, hidden problems may arise with the business itself, such as rising utility costs that were not expected, or money owed that cannot be collected but which you did not know about at the time of purchase. These are now your problems. When you own your own business it is hard to take time off, even a day or two, because who will mind the store? Even if you have a manager or an assistant who has been your right hand, you will experience a certain amount of hesitation when leaving this person completely in charge. Cash flow can be a problem. You may experience surges of business in some months and then a sharp drop off in others, making it hard to establish regular bill payments and payroll. Since you must pay both your bills and your employees, you may find yourself reluctant to spend money when it is coming in strong, just in case it trails off in the next month. All business owners must contend with the twin perils of shoplifting by consumers and employee theft. Hopefully you will have trustworthy customers who would never dream of taking something without paying for it, but you must prepare for the occasional incident. Likewise with employees. The majority of your employees will be good people who would never steal from you. But there may be that one who takes advantage, especially when you are not in the store. Even if the employee takes nothing more than a bottle of water or a protein bar, it still eats into your profits. Such employees must be fired, and firing someone can be a distressing experience. 22

Your suppliers could raise their prices, deliver their products late or go out of business altogether. That leaves you with one less supplier, and customers that expect to find those products on your shelves. By the time you find a replacement supplier, some of your customers may have moved on. You may get many customer complaints that natural foods are too expensive. Depending on how much you mark up your prices from the wholesale cost, they may have a point. In order to keep your customers you may have to offer deep discounts periodically on certain items, but be sure you are not losing money by doing so. If business drops off for whatever reason, you may have to lay people off or cut your own salary in order to continue in business.

EDUCATION AND TRAINING IF YOU ELECT TO START YOUR CAREER BY WORKING IN A STORE OWNED BY

someone else, you will probably need only your high school diploma. In fact, you could begin to work for a natural foods store part time before you graduate, which will give you an excellent idea of how a natural foods store is run. Learn all you can, in fact ask all the questions you can think of, so you increase your knowledge about how such a store operates. You will get a practical education in the kind of customers who patronize natural foods stores, and what foods and other products are available to those who wish to use natural and organic products. You will have the opportunity to try many of these products on your own. Herbal tea is a good example, because there are now herbal teas for weight loss, colon detox, clear skin, healthy hair, and just about anything else you can think of. If you work for a natural foods superstore you will have the benefit of that store’s reputation and market presence. Just as in most any other food store, you will be trained in what to do and how to do it, and you may have a clear career path ahead of you. Most business owners have an idea of who they want to hire and even at the beginning they may want a high school student who plans to study business in college. Even superstores have some minimum education standards you will have to meet in order to enter management positions, and these may include at least an associate degree. 23

Although you do not need a college degree to own and operate your own natural foods store, it is best that you pursue a degree. In college you will learn about business administration, accounting, and economics. You can also learn about the psychology of selling, a useful tool in any retail business. Educating yourself about natural and organic foods in general can begin today if that is what you want. Access the websites listed at the end of this report to find out what “natural” and “organic” really mean, how organic foods are grown and how natural foods are prepared and packaged. Take the online courses offered at the Small Business Administration website so you will know how to start your own business, even if you think that will be years in the future. If you are already working in a natural foods store, ask the customers why they prefer natural and organic foods. If you are on good terms with your family physician, ask the doctor if there are any special benefits to natural and organic foods. Explain that your interest is more than just casual, you genuinely want to educate yourself about this process. You should endeavor to continue your education about natural foods for the rest of your life.

EARNINGS IF YOU OBTAIN A JOB IN A NATURAL FOODS STORE, A GROCERY STORE WITH A

natural foods department, or a natural foods superstore, you will probably start at minimum wage. If you are still in high school and living at home, that should not be a problem, and in all likelihood you will receive regular raises. Here as in most professions, education and experience will equal higher pay. In most food operations, the average supervisor or department manager makes about $35,000 annually. Depending on your location, you could hold an assistant manager’s position that pays about $25,000. Much will depend on whether you work and live in a small town or large city. Those who work in specialty food stores may make more money because the products are high end and generate more earnings for the store. 24

If you open your own store or buy an existing store, you will probably make considerably more money, typically as much as $50,000 to upwards of $100,000 annually, for a very successful operation. As a business owner, you will draw a salary based on the profits the store generates. If you buy an existing store, you will know what the previous owner was drawing for a salary and use that as your guide for your own earnings. In any event, you should rely on your accountant to determine the appropriate salaries and hourly wages for you and your employees. As your store prospers you may consider giving a bonus to yourself and your employees. Or you could raise your own salary and everyone else’s. Whatever you do, you should share your good fortune with those who are devoted to working in your store. At the same time, make sure you have a good retirement plan. For most business owners, the point to owning a business is to grow it until it is so successful that someone offers to buy you out. Of course you do not need to sell unless you really want to, but if someone makes you a good enough offer you should consider it. Once you sell, you can invest the proceeds or use them to start another business. Another source of income for you and your staff can be your online store. With the exception of fresh produce, probably everything you sell in your store can be sold online. Although the competition can be tough for those online dollars, if you find some unique merchandise that is locally manufactured or grown, your customers will come to the site and buy. Unless you are a trained website designer, you should hire someone who knows what they are doing online. One of your employees might be able to help you, but a professional will really give you better results. Once your website is up and running, you may have to hire more people to fill the Internet orders you receive. The computer will do much of the work because your website designer will have programed in the features that will do what you want.

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OPPORTUNITIES IF YOU WORK IN A NATURAL FOODS SUPERSTORE, THERE WILL PROBABLY BE A

fairly obvious career path in place for any employee who wishes to advance. You will start out at the bottom of the employment ladder, probably as a minimum wage earner. From there you can advance to senior status, such as senior clerk, assistant supervisor and supervisor positions, including assistant department manager and department manager. You may learn all this information when you are hired. You can work in a conventional grocery store and still aspire to work in the natural foods industry. You might work as a stock clerk at first and perhaps advance to become the head of the natural foods department. If you are self-employed you can make your own opportunities. Owning your own store and making the right decisions in terms of advertising and promotion, hiring the right people, and matching product mix to your customers’ needs are the best ways to ensure the success of your business. Business ownership opens up a wide range of opportunities that you would not have as an employee. You can form business relationships that can lead to new opportunities, including partnerships. When you meet with others, either natural foods store owners or just people who own their own businesses, you might find you have something that will satisfy someone else’s need and they might have something for you. The key to taking advantage of any of these opportunities is that you must embrace the natural foods way of life. You will not be very effective at selling natural foods products to people if you cannot relate to the beneficial experience of eating and using them. Even in conventional food stores, the people who work at the fish market can give you tips for cooking what you are buying. If you help to manage an independently owned natural foods store, you may be able to buy out the owner when that individual retires. This is one of the best opportunities because you already know the store and its customers, you know the suppliers and what the cash flow is because you have been helping to run it. Even if you reach a point in life when you are ready to retire from full-time employment or store ownership in the natural foods industry, you do not have to give up your involvement in the field. An 26

increasing number of retired people are returning to the work force for a variety of reasons. One of them can be money, but other reasons include working with people and having something to do each day that they enjoy.

GETTING STARTED WORKING IN THE NATURAL FOODS INDUSTRY IS A VERY PERSONAL AND DELIBERATE

choice. Anyone can work in a grocery store, but those who work with natural and organic foods have a very specific commitment to their customers, their own health and to the earth. One thing you can do almost immediately is to grow your own food. Even if you live in an apartment, you can grow potted tomato plants and herbs in any room where the sun shines for much of the day. During the summer, if you have a balcony or porch, you can place the plants out there to gain maximum sunshine and fresh air. At the library you can find books about organic and natural farming to get you started. It can be extremely satisfying to eat something you grew with your own hands. Perhaps you are lucky enough to have a backyard where you can take a corner to grow more demanding plants, like pumpkins and watermelons, which both need room to grow. If you live in the city, you might find a community garden where you can volunteer your time. Not only will you be growing food but you will have other people to work with who will teach you about growing food and tending gardens. Online sources can also offer you information about how to grow food, as well as access to the materials needed. There are numerous websites that offer advice and materials for growing natural and organic foods. If it is impractical to grow food, you can always try to buy only organic and natural foods. They can sometimes be more expensive than conventionally grown and processed foods, but if you believe they are healthier they can be worth it. The next time you are traveling through open countryside where there are farm stands, stop and talk to the farmers about how they grow the food. You might be surprised at how willing they are to share their knowledge with you. They might even take you on a tour of the farm. 27

If you live in the city, there may be summer farmers markets you can frequent and talk with the proprietors of stands. Volunteer to help out and ask questions about where and how they grow their produce or make the specialty items they are selling. If you are old enough, try to get a part-time job in a conventional grocery store or a natural foods store. You will learn the business from the ground up, everything from ordering products to waiting on customers to stocking shelves. There’s nothing quite so informative as working in the field of your choice before you have to support yourself with a full-time job. There are several good periodicals listed at the end of this report, as well as websites devoted to growing your own food. Simply enter the words “grow your own food” into a search engine. One recent book in particular might interest you. Animal, Vegetable, Miracle, by Barbara Kingsolver, is the chronicle of how one family turned an Appalachian property into a sustainable farm over a period of years.

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PERIODICALS  Natural Health Magazine

www.naturalhealthmag.com  Natural Solutions

www.naturalsolutionsmag.com  All Natural Magazine

www.allnaturalmag.com  Prevention Magazine

www.prevention.com  Natural Food Network Magazine

www.naturalfoodnet.com  Natural Foods Merchandiser

www.naturalfoodsmerchandiser.com

ASSOCIATIONS  Organic Consumers Association

www.organicconsumers.org  Independent Natural Food Retailers Association

www.naturalfoodretailers.net  American Botanical Council

http://abc.herbalgrain.org/site/PageServer  Natural Products Association (NNFA)

www.naturalproductassoc.org  American Herbal Products Association (AHPA)

www.ahpa.org  Natural Retail Group Organic Supermarkets (NRG)

www.naturalretail.com

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WEBSITES  United Natural Foods

www.unfi.com  Whole Foods Market (largest in the United States)

www.wholefoodsmarket.com  Wild Oats Markets

www.wildoats.com/app/cda/oat_cda.php  Best Health Food Store

www.besthealthfoodstore.net/index.html  Healthy Living Market

www.healthylivingmarket.com  BizBuySell

www.bizbuysell.com  AOL Small Business

http://smallbusiness.aol.com  SCORE (small business advice)

www.score.org  Small Business Administration

www.sba.gov

COPYRIGHT Institute For Career Research 2009 CAREERS INTERNET DATABASE www.careers-internet.org

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