Staying Relevant – The Evolving Story We Tell Ourselves and Our Customers
Skagit Valley Food Co-op (SVFC) in Mount Vernon, WA has been serving good food at a fair price to the Skagit Valley area for 50 years! With over 13,000 active members and thousands of non-member shoppers, SVFC has found a way to remain relevant in the ever-changing landscape of grocery retail.
In this workshop you’ll hear from Skagit’s General Manager Tony White and Community Marketing Manager Leigha Staffenhagen on how Skagit has remained a destination for shoppers, both locals and out-of-towners, since 1973.
You’ll learn more about how SVFC has been able to swiftly pivot its market strategy throughout the years. Currently, SVFC’s strategy for differentiating itself and staying relevant in the grocery industry is maintaining a strong connection to 4 major stakeholder groups; current members, non-member shoppers, future members, and staff.
Current Members – the lifeline of the Co-op’s shopper base. How does SVFC connect with them today and what does the future hold?
Non-member shoppers – how SVFC works to gain visibility and exposure with non-member shoppers and travelers to the region.
Future Members – how SVFC plans to transform non-member shoppers into future core members.
Staff – the most important stake holder group! Learn how SVFC is working to engage staff in a manner that makes their work more meaningful than just a job.
Presented by Tony White General Manager at Skagit Valley Food Co-op in Mount Vernon, WA, and Leigha Staffenhagen, Community Marketing Manager , SVFC
Tony has been the GM at Skagit since January of 2020 , a full-service food co-op with an emphasis on Prepared Foods. SVFC has annual sales of 24 million and employees approximately 195 people.
Prior to taking the GM job at Skagit, he was employed at National Cooperative Grocers as the Western Corridor Development Advisor for 4 years, and was employed at Hanover Consumer Co-Op (VT) for 18 years, the last six years as Operations Director. While there Tony obtain a Master’s Degree in Management of Cooperatives and Credit Unions, from Saint Mary’s University (SMU) in Halifax.
His experience covers all aspects of retail, HR, POS, Marketing and Finance.
Tony lives in Anacortes, WA with his wife Joan. Enjoys the beauty of the PNW that includes an abundance of wildlife suck as eagles, herons, sealions and orcas. Is an avid boater and enjoys cruising the San Juan and Gulf Islands on their Ranger Tug.
Leigha has been with SVFC since March 2020, working primarily in the Marketing and Outreach Department, but also as the Board Administrator.
Prior to entering the Co-op world, Leigha completed her Bachelors of Arts degree in Business Administration from Western Washington University.
Following graduation, she worked in content marketing at a Seattle-based agency where she learned a wide variety of marketing skills.
Leigha lives in Bellingham, WA where she enjoys walking around town, tap dancing, running, and watching Mariners baseball games with her partner Michael.