Mercato Online Delivery Platform Offers Ease and Customer Service
By Lorrie Baumann
Mercato was one of the vendors who set up shop in the NGA Show‘s technology pavilion this year, and Bobby Brannigan, the company’s Chief Executive Officer, found a ready reception from independent grocers who wanted to know how his technology platform could help them extend the same friendly service that brings shoppers into their brick and mortar stores to neighbors who want to reach their stores through online channels. He was just as eager to oblige.
“Our mission is to match in-store experience with the same personal connection,” he said. “We’ve built something that would be really hard for independent marketers to do, but we have more than 20 years of Internet marketing experience.”
Brannigan grew up in Brooklyn, New York, where his family operated B&A Pork Store, an Italian grocery. “I grew up working there, and as a kid, I delivered groceries,” he said.
After learning something about how to make a living as a neighborhood grocer, he went off to college and then built a college textbook company. After he sold that, he decided to come back home to the grocery business, where his dad was still doing business without any of the modern technology that Brannigan had used to help him build the business he’d just sold.
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Brannigan couldn’t find anything on the market that could help his father as an independent grocer, so he decided to build his own platform, first for his dad, and then for other independent grocers. The Mercato platform allows individual grocery stores to offer everything that’s in their store to online shoppers and to offer delivery services to any customer within 16 miles of their brick-and-mortar store. Working solely with independent, family-owned grocers, Mercato is already operating nationwide, with its strongest markets including New York City, Chicago, San Francisco, Boston, Philadelphia, Los Angeles and Washington, D.C., and more than 10,000 delivery couriers already organized in all 50 states around the country to pick up customer orders from the neighborhood grocers as they come in through the stores’ online portals and deliver them directly to shoppers’ homes. That makes it possible for you as a neighborhood grocer who gets a weekly order from Mrs. Goldfarb, who’s been shopping with your store for decades and who’s extremely picky about her corned beef and the freshness of her chickens to get the same service she’d get from your meat department when she shows up in person, according to Brannigan. “When they deliver, everything comes from your store,” he said. “Your meat guy is packing the order.”
“We have an extraordinary group of personal chefs who order hard-to-find ingredients on our platform,” he added. “High-quality fresh products and hard-to-find ingredients are a sweet spot for us.”
When a grocer joins Mercato, the company builds a web page for the store on the Mercato platform. That’s integrated with the grocer’s existing point of sale equipment. The platform organizes the data for the SKUs that are already on the grocer’s shelves from a database that already includes more than 600,000 possible products. If a grocer carries a product like that special salad that Mrs. Goldfarb always likes that isn’t already in the system, that’s added into the database. “Creating a new product is as easy as posting on Instagram,” Brannigan said.
Within a couple of days, the grocer is ready to start selling to the online customers who find the store’s new website through marketing that happens both in-store where Mrs. Goldfarb can see it and in cyberspace, where Mrs. Goldfarb’s daughter can see it when she needs to order her mom’s groceries for her. Mercato charges a set-up fee of a few thousand dollars and a POS integration fee of a few hundred dollars, and after that, Mercato collects a commission on sales, but there are no ongoing software fees. “We can handle pretty much any POS integration,” Brannigan said. “We only make money if they make money.”
Bellucci EVOO: Harvesting Excellence
The morning hours are crisp, and the soft, rolling breeze is accompanied by the strong, rich scent of olives. The time has come to harvest – and Bellucci’s farmers are steadfastly preparing to take to the trees.
In order to produce the finest authentic Italian extra virgin olive oil, the olives must be harvested before the first frost. While the timing of harvest is not an exact science, the quality of the olive oil produced depends on its precision. In fact, the taste, color, nutrient level and overall vitality of extra virgin olive oil is drastically affected by when it is harvested.
The trees are inspected to ensure their olive fruits have reached the perfect level of maturity. Firm, bright green fruits produce a verdant, grassy flavor with a strong bite and high antioxidant content. These fruits must undergo a longer milling process in order to extract the oil, which may have a bitter, pungent flavor profile. Soft, dark fruits produce copious amounts of yellow-gold oil. This oil is sweet and fruity with a mellow flavor profile – though it has reduced amounts of chlorophyll and beneficial polyphenols.
The ideal olive is found between these two stages, in the veraison phase. Veraison is a term borrowed from French viticulture, which refers to the change of color found in ripening grapes. In olives, this appears as a yellow-green softening of the fruit, touched by the first blush of red or purple. Veraison fruits are the peak of perfection, and will produce an ample quantity of rich, verdant gold oil; dense in nutrients, and with a well-rounded flavor profile.
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The crates are carefully labelled, entered into the Bellucci traceability system, and then transported to the millhouse, where the olives will be washed, pressed, ground and spun in a centrifuge. After this journey, it will undergo rigorous testing and verification before it can be labelled as extra virgin olive oil. It will then receive the mark of Bureau Veritas, which certifies its purity, authenticity and place of origin, before undergoing the journey to the shelves of grocers everywhere.
Second only to the perfect timing of harvest is Bellucci’s dedication to ensuring freshness and purity. This means seeing that the olives are pressed into oil within hours of harvest, and that each bottle of Bellucci is transported from tree to table with the utmost care. This dedication has landed Bellucci at the forefront of the extra virgin olive oil industry when it comes to matters of traceability and transparency. The company’s Trust Through Traceability program supplies each bottle with a unique code which allows consumers to trace it back to the source, increasing visibility and trust.
A new partnership with tech leader Oracle is helping take traceability to a whole new level, bringing even deeper insight into the production of authentic extra virgin olive oil. The additional development will allow blockchain technology to create an unalterable ledger which documents each step of the journey between grove and grocer.
Introducing TUNO Plant-Based Alternative to Canned Seafood
Loma Linda TUNO, from Atlantic Natural Foods is made from non-GMO plant-based protein ingredients and features the light, flaky texture of seafood. It’s also packed with nutritious Omega-3 fatty acids, but it’s completely fish-free, and it offers a delicious, ocean-safe and mercury-free creation that provides the taste and versatility of real tuna with less salt than comparable fish products and in a more sustainable form.
It’s made in small batches from a proprietary blend of non-GMO soy, seaweed, sunflower and yeast and is offered in three canned varieties: TUNO in Spring Water, TUNO with Lemon Pepper and TUNO with Sriracha. TUNO pouches come in Spicy Thai and Ginger, and more flavors are on the way.
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TUNO comes from a company that champions a plant-based lifestyle rooted in sustainable practices. Atlantic Natural Foods, founded by Doug Hines, is headquartered in Nashville, North Carolina and manufactures there and in Bangkok, Thailand. Both facilities are approved by the Federal Drug Administration and are kosher-qualified and non-GMO-assured, with SQF level 3 verification.