Cream Rises In Devon

Starting a health store business towards the end of 2022 might seem as gloomy as a damp winter night.

For Kathy James-Castle, "it's been a very interesting journey".

Since opening Health Foods and Nutrition in Okehampton, West Devon, the learning curve has been steep but the outcome – especially being very focused on what local people actually want – is now paying dividends.

Take one product line – mushroom nutrition – for example.

"Throughout 2023, we wanted to stock mushrooms and had been approached by several companies," says Kathy. "We stocked a couple of different things but they didn't sell very well. I concluded that we lacked the kind of knowledge it takes to explain them and give customers confidence.

"A more focused approach was needed so I decided to bring our local supplier into the shop for a pop-up event to give samples and explain products. It worked well.

"Having knowledge and enthusiasm from a real person was a much better resource than a leaflet, so forming a relationship with a local supplier had lots of benefits and sales increased."

The same principle applied last Christmas when a local supplier, Ryan Allen of Holistic6, came to the rescue when there was a staff shortage and donned apron to step into the gap.

"He found it informative to have a direct communication with customers and learn more about our stock," reports Kathy. "We have seen the mushroom sales increase, and also seen the Holistic6 CBD do the same, presumably for the same reason that having specific knowledge and enthusiasm gives customers confidence."

Plastic-free champion

It was always part of the plan to be environmentally conscious.

"Naturally, I wanted to bring that to the shop," says Kathy. "We started with 15-litre refills, but they were awkward and left us with plastic to dispose of, so we looked for alternatives. We found that 20-litre barrels that are returned and refilled was a much better option as they are returned and refilled, and we have been increasing our range.

"It's reached a point where customers bring plastic bottles into the shop for us to have as spares in case somebody has no bottle. We've even had customers retrieve a discarded bottle from a bin to fill with washing up liquid!"

A timely coincidence was the arrival of a new local group, Plastic Free Okehampton, and working with them was a no-brainer.

She aimed to become a Plastic Free Champion through PlasticFree.org.uk and swiftly achieved bronze and silver, with a gold application currently being assessed.

"It wasn't particularly difficult and has given a framework for us to increase our range of refills," she says. "The sales keep on increasing and through the marketing efforts of Plastic Free Okehampton we are being promoted on several platforms. We've also increased our range of plastic-free beauty products, which is proving popular."

She is also on the Plastic Free Okehampton committee, providing opportunities for networking and promotion of values and products.

Streamlining

After a year in business, Kathy looked in detail at which products work for the shop, and which don't.

"For us, that meant reducing the wholefoods we stock and gradually making very focused orders of products we know we can sell," says Kathy. "Flaxseed yes, tapioca no! Too much was reaching its BB date and sitting unsold, and although the team deserve a freebie there's a limit to the amount they can eat and the business can afford.

"Now I'm investing in marketing to increase the amount of people who are aware of our presence, providing lots of information in the shop about products and making very focused orders."