Villagers can purchase locally farmed, nutrient-dense produce without having to go far. The Villages Grown, The Villages’ farm-to-table effort, is now selling vegetables, herbs and micro greens at Publix. The Villages Grown broadened supply to nearby all Publix shops in The Villages recently, following a positive beta test at the Colony Plaza grocery.
“I think they’re a trusted source in The Villages,” she said. “And we don’t have a lot of access points except for our small store (in Brownwood town center) and our mobile market. This will give us accessibility to all Villagers in all Villages.”
According to Rebecca Reis-Miller, The Villages Grown’s vice president of operations, the 45-acre farm near the southwest corner of State Road 44 and Morse Boulevard was extended to satisfy the demand expected from their representation at Publix.
According to her, farmers are now cultivating 750 additional heads of lettuce and 75 to 100 pounds of micro greens.
“When I plan for production, I try to go big,” Reis-Miller said.
Every single week, The Villages Grown will deliver three to four cases of veggies, herbs and micro greens to each of The Villages’ Publix stores, she added.
While Publix tries to deal with multiple farms as much as possible, a key barrier to obtaining their products into the supply chain is coherence. So, customers can hope for the same amount and quality of a given product every time they buy it, according to Adam Wright, director of operations at The Villages Grown.
However, he claims that consistency can be achieved in controlled environments through agriculture businesses like The Villages Grown.
Last year, Waxman said, Publix approached her about supplying to its supermarkets.
“They have a very robust commitment to local now, and so when they found out we were going operational, they reached out to see how we could work together,” she said.
In April, The Villages Grown held a beta test of its showcase at the Publix in Colony Plaza. According to Wright, sales exceeded the supermarket chain’s projections.
“It shows us there’s going to be a significant demand at the other locations,” he said.
This demand is especially great in the northern villages, where getting The Villages Grown’s products used to require a trip to Brownwood town center.
After The Villages Grown’s Mobile Market, an Airstream trailer adapted to drive to various parts of The Villages and sell vegetables directly to homeowners, was taken off the road for maintenance, access became more limited.
Waxman believes that opening a Publix will bring their items closer to northern residents.
Products are also reachable at smaller scale retailers such as Brown and Brown’s Country Market in Oxford and Earth Origins in Ocala. In addition, the Brownwood retain store generally draws 50 distinctive customers per day, and the Mobile Market tends to attract 100 customers per day when it is operational.
However, distributing to Publix broadens the company’s reach to more prospective consumers than ever before, according to Waxman.
“And not just Villagers go to the Publixes within The Villages,” she said. “We’re capturing a new user market.”
Villagers who use The Villages Grown’s products said they’re excited to get their hands on some fresh veggies and micro greens from Publix.
Deborah Waddell, a retired environmental scientist who heads the Whole Food Plant Based Potluck group, buys The Villages Grown’s products on a daily basis and supports the company’s food-as-medicine philosophy.
Many people will find it more easy to purchase those items at Publix, she added.
“I think it’s awesome,” said Waddell, of the Village of Pinellas. “I’ve been teaching whole food plant based, and I grow my food hydroponically at home, so I’m all for it.”
