The fresh market @ Kempton Evergreens
Evergreens is strategically positioned between Thembisa, Kempton Park and Olifanstfontein just off the R21 in Gauteng. It is no wonder that Evergreens chose this area, with a clientele LSM between 4-8, it takes full advantage of the diverse surroundings and customers – a melting pot of variety for any retailer. The original Evergreens, in Pretoria, owned by the Perreira’s, have more than 30 years market experience in pioneering supply and cold chain management from their 10 000m2 facility, resul ting in an extremely successful store.
It made it an easy decision to open a second branch. The Kempton Park store has just celebrated their 6th anniversary. “Evergreens is a destination store” Kelvin, a manager at Evergreens, explains. “The Kempton Park facility is the largest inde pen dent retail store in the Southern Hemisphere, dealing directly with farmers both big and small.” The facility is the largest independent whole sale/retail store in the Southern Hemisphere, with 25 000m2 stand alone and 3 000 parking bays. By the number of cars parking there on a Thurs day morning, it is proving popular within the area.
The property also incorporates a We Buy Cars pod and ATM’s. For those who don’t want to ‘shop hungry’, there is an Evergreens Food Truck and a Melts for snacks and drinks. “The Engen next door is also part of us. We are creating a hub, one-stop shop for everything,” says Kelvin. Having had years of experience and striving to understand their customers, the owners knew exactly how they wanted to design their store for a total immersive experience.
As Kelvin added, “We want to create an atmosphere from the beginning of your shop to the end – it must be a smooth flow, so that has been purposely done.” The wide entrance leads straight into an inviting high ceiling open space – an environment, almost redolent of a warehouse. With 30 000 people shopping over the weekend, the Perreira family created their store design to be open, with extra wide aisles to for multiple shoppers to pass each other. It is easy to navigate and an inviting place to be.
Fresh produce Evergreens prides itself on their fresh produce. “No other retailer has this type of volume going through in retail,” says Kelvin. And this is seen as you walk straight into the fresh produce section. Anything you are looking for, at surprisingly low prices and in any form you like – pre packed, bulk and combos. To make things even easier, there are no scales as everything has been pre weighed and labelled with on Teraoka scales. Whether it be a garlic and ginger combo, cut fruit or veg, juiced fruit or bulk packages, all is ready to take off the shelf.
“If you are looking for fresh produce straight from the farmer, this is where you will find it – 90% is bought directly from farmers. The only place where we will buy through a channel is through our agent that’s at the market, but that is minimal. We work hand in hand with our suppliers.” Another positive that is working for Evergreens is their combo deals, “Our products are well displayed on the floor. Combo deals are a big thing for us. So, the more you purchase, the better the price. And then obviously you do the smart thing, you cross merchandise, which you will find throughout the store.”
