Establishing Origen in Madrid

“We offer regular nutrition courses and provide plenty of information on our products,” say Mar Garcia and David Donoso Pia from the organic supermarket Origen. The Spanish capital is difficult territory, and there is a great deal of developmental work to be done before we can talk about lasting success. Their hard-won increase in turnover in 2007 amounted to 9 %. The two managers are happy with that and expect turnover to continue rising. Their estimate of the growth of the specialist organic trade is 6-7 %. Another Origen store is likely to open in 2008.

Picture: Managers Mar Garcia and David Donoso Pia

Mrs Garcia reports that the company holds between seven and ten courses dealing with nutrition every month, and participants learn how their products can be used.  The 37-year old is the business partner of David Donoso Pia (39) in the store in the Calle Doctor Gomez Ulla, 16 that was opened in 2004. Immediately opposite is the park Jardines Eva Peron, that is three minutes walk away from the underground station at Plaza de Manuel Becerra. Customers can park in the street or in two multi-storey car parks round the corner. (Picture: The store looks modern on the outside and smart on the inside)

The managers of Origen see the government’s lack of involvement as one reason why organics in Spain are moving forwards so slowly. “Unfortunately, the government’s support for the organic industry is ridiculously low, and that’s why we have to do so much developmental work ourselves,” laments Donoso, whose main job is running a marketing agency.

The courses are attended on average by 25 people (see picture), although the room over the shop where they are held could take up to 100. Mrs Garcia is pleased: “We are shortly going to install a kitchen so that we can organise cookery courses.” Courses like this are obviously an excellent way of creating long-term customer loyalty. The two managers share one conviction: “We operate on the assumption that with good customer service people will want to come back time and again.” A new customer card, applying to the whole organic industry in Madrid, was introduced in November 2007. With the card, customers benefit from discounts up to 20 % on certain articles, reductions in organic restaurants, spa pools and for therapeutic applications.

There are regularly around 165 special offers lasting a month, with 10 %, 15 % or 20 % discounts. The aim is to increase the public’s awareness of the organic product range and to raise turnover. (See picture: 10 % discount on chocolate).

Regular tasting sessions lasting several days are also held in the store (gazpacho, chips, paella).

The full product range consists of about 4000 articles. Fresh products account for 40-50 % of turnover. The fruit and vegetable department that measures approximately 15 m², is to the rear of the store and is in a cool section behind glass (see picture). Cool facilities like this for fresh produce are essential in hot countries. Eight employees advise customers and ensure that everything in the store runs smoothly. (Picture below: vacuum-packed meat and sausage products are manufactured in the Madrid area).

“Customer service is a real priority for us - for example in the case of deliveries,” explains David Donoso Pia. Home delivery accounts for 20-30 % of turnover. “In Spain these home delivery services are common and very important,” adds Mar Garcia. Of the 4000 customers, about 1000 have their shopping delivered to their door. They place their orders on the phone or by e-mail. Information about current special offers is distributed via a four-page A4 flyer. If you want to order online, you can do so sitting in comfort at home by clicking on the shopping basket under www.origenbio.es or http://www.supermercadoecologico.com.

If you want to shop in the store, it is open from 9.30 – 21.00. On average, 200 customers do their shopping at Origen every day.

(Picture: wide range of juices and wine)