Ad-Express and Daily Iowegian, Centerville, IA

CNHI/Southeast Iowa

June 11, 2013

Consumers' desire for local, organic food drives online grocery business

(Continued)

"What we continue to see are varying business models -- everything from natural and organic to conventional, door to door delivery, centralized pick-up, bulk shopping and prepared meals," she said. "Door to Door isn’t trying to completely replace or eliminate traditional grocery shopping. We focus on helping people feed their families good food and becoming the place where a family begins their routine, weekly shop -- much more like your virtual neighborhood grocery or an online Trader Joe's."

There is as yet no standard model. Some online grocers, like Door to Door Organics, deal primarily with organic and locally-grown foods while others, like Relay, also offer canned goods, cereal and other packaged products. Door to Door, as its name implies, delivers directly to homes. Relay uses mostly pick-up locations, parking a truck in a heavily-traveled area where consumers can pick up their order on the way home. Home delivery is available for a $20 monthly fee.

Peapod, supermarket giant Ahold's service, eschews the emphasis on local and organic products and gears itself more to convenience, offering everything a shopper would find at the local Giant or Stop & Shop. AmazonFresh offers a full range of products but emphasizes organic and locally-grown foods. 

This kind of experimentation is good, Vaccaro and Katz agree.

"With only around 2 percent of a $600 billion food-at-home market happening online, competition is a good thing for expanding market awareness and driving innovation in quality, service, price and service expectations. Awareness and demand is great for us all," Vaccaro said.

For now, customers are primarily younger time-pressured families struggling to deal with work, commuting, childcare and serving fresh, healthful food.

A recent study by FGI Research found that more than half of digital shoppers were either young urban professionals and early tech adopters or what market researchers call "passionate planners," shoppers who put a lot of effort into planning their grocery purchases. Vaccaro says 95 percent of Door to Door's customers are women 25-45.

Text Only
CNHI/Southeast Iowa
  • Why a see-through mouse is a big deal for scientists

    A group of Caltech researchers announced in Cell Thursday their success in making an entire organism transparent. Unfortunately, this isn't any kind of "Invisible Man" scenario: The organism in question is a mouse, and the mouse in question is quite dead.

    July 31, 2014

  • Screen Shot 2014-07-31 at 2.12.55 PM.png VIDEO: Five-year-old doesn't want her brother to grow up

    Sadie, an adorable 5-year-old from Phoenix, wants her brother to stay young forever, so much so that her emotional reaction to the thought of him getting older has drawn more than 10 million views on YouTube.

    July 31, 2014 1 Photo

  • lockport-police.jpg Police department turns to Facebook for guidance on use of 'negro'

    What seems to be a data entry mistake by a small town police department in western New York has turned into a social media firestorm centered around the word "negro" and whether it's acceptable to use in modern society.

    July 31, 2014 3 Photos

  • The virtues of lying

    Two computational scientists set out recently to simulate the effects of lying in a virtual human population. Their results, published in the Proceedings of the Royal Society B, show that lying is essential for the growth of a cohesive social network.

    July 31, 2014

  • Sunburn isn't the only sign of summer that can leave you itchy and blistered

    You've got a rash. You quickly rule out the usual suspects: You haven't been gardening or hiking or even picnicking, so it's probably not a plant irritant such as poison ivy or wild parsnip; likewise, it's probably not chiggers or ticks carrying Lyme disease; and you haven't been swimming in a pond, which can harbor the parasite that causes swimmer's itch.

    July 30, 2014

  • Survey results in legislation to battle sexual assault on campus

    Missouri U.S. Sen. Claire McCaskill joined a bipartisan group of senators Wednesday to announce legislation that aims to reduce the number of sexual assaults on college campuses.

    July 30, 2014

  • An alarming threat to airlines that no one's talking about

    It's been an abysmal year for the flying public. Planes have crashed in bad weather, disappeared over the Indian Ocean and tragically crossed paths with anti-aircraft missiles over Ukraine.

    July 30, 2014

  • Sharknado.jpg Sharknado 2 set to attack viewers tonight

    In the face of another "Sharknado" TV movie (the even-more-inane "Sharknado 2: The Second One," premiering Wednesday night on Syfy), there isn't much for a critic to say except to echo what the characters themselves so frequently scream when confronted by a great white shark spinning toward them in a funnel cloud:
    "LOOK OUT!!"

    July 30, 2014 1 Photo

  • 20140729-AMX-GIVHAN292.jpg Spanx stretches into new territory with jeans, but promised magic is elusive

    The Spanx empire of stomach-flattening, thigh-slimming, jiggle-reducing foundation garments has expanded to include what the brand promises is the mother of all body-shaping miracles: Spanx jeans.

    July 29, 2014 1 Photo

  • Medical marijuana opponents' most powerful argument is at odds with a mountain of research

    Opponents of marijuana legalization are rapidly losing the battle for hearts and minds. Simply put, the public understands that however you measure the consequences of marijuana use, the drug is significantly less harmful to users and society than tobacco or alcohol.

    July 29, 2014

  • linda-ronstadt.jpg Obama had crush on First Lady of Rock

    Linda Ronstadt remained composed as she walked up to claim her National Medal of Arts at a White House ceremony Monday afternoon.

    July 29, 2014 1 Photo

  • Can black women have it all?

    In a powerful new essay for the National Journal, my friend Michel Martin makes a compelling case for why we need to continue the having-it-all conversation.

    July 29, 2014

  • 0729 OTT Picture veteran -T -M Veteran finally receives his medals OTTUMWA — A World War II injury may have saved the life of a U.S. Coast Guardsman from Iowa, but he lost friends and a box of military awards. Francis Hardy Harbour was born on Dec.16, 1919, in Drakesville. He joined the Coast Guard in 1941 as a mach

    July 29, 2014 1 Photo

  • Dangerous Darkies Logo.png Redskins not the only nickname to cause a stir

    Daniel Snyder has come under fire for refusing to change the mascot of his NFL team, the Washington Redskins. The Redskins, however, are far from being the only controversial mascot in sports history.  Here is a sampling of athletic teams from all areas of the sports world that were outside the norm.

    July 28, 2014 3 Photos

  • 'Rebel' mascot rising from the dead

    Students and alumni from a Richmond, Va.-area high school are seeking to revive the school's historic mascot, a Confederate soldier known as the "Rebel Man," spurring debate about the appropriateness of public school connections to the Civil War and its icons.

    July 28, 2014

Obituaries
Featured Ads
Poll

The Iowegian wants readers to think about the solicitation ordinance that will prevent groups or individuals from entering a roadway to solicit money. The Centerville City Council in June by a 5-0 vote passed the first reading of just such an ordinance. Public pressure and during a subsequent special meeting, the council voted 3-2 to table the ordinance. A second special meeting to discuss the solicitation ordinance is scheduled for 5:30 p.m. Thursday, Aug. 7 at City Hall. So, the question of the week is, "Do you or do you not support the ordinance to prevent solicitation of funds in city streets?"

A. I support the ordinance
B. I do not support the ordinance
C. Not sure
     View Results
Iowegian on Facebook