Sustainable Business: The Journey of Winchester Co-op Market

In the heart of the Shenandoah Valley, the Winchester Co-op Market is gearing up to revolutionize how the local community engages with sustainable food sources. In this episode of The Valley "Business" Today, hosted by Janet Michael, this informative and engaging session brought together key figures such as Carl Knoblock, Virginia District Director of the Small Business Administration (SBA); Michael Daryabeygi, Andrea Cosans, and Michael Trainor, board members for the co-op.

The core concept of the co-op is simple yet impactful—create a grocery store owned by the community, for the community. Board member Daryabeygi explained, 'The great thing about co-ops is that they're owned by the members. So members get a vote in crucial decisions.' He emphasized that the co-op model allows the business to reflect community needs, supporting local farmers while making healthy, accessible food options available. ‘We want to see our local food economy flourish,’ he added.

Janet acknowledged the excellent media presence of the Winchester Co-op Market, stating, ‘You've done an outstanding job of getting press and having things out on social media.’ Her comment underscores the importance of community awareness and involvement in making the co-op a success.

Carl, however, added a layer of complexity to the conversation, stressing that farmers are the backbone of the co-op. 'It's really getting them to jump on board because they're going to have a continuous source of revenue,' he remarked. Carl highlighted the challenge of including second-tier products not taken by major grocery chains. This move could be smart for both farmers and the co-op.

Andrea and Trainor elaborated on the store’s vision. 'The hope is for a bricks and mortar grocery co-op store, run by the community for the community,' Andrea said. Trainor added, 'We're going to be a fully for-profit store and will operate similarly to a nonprofit during our startup phase to cover initial costs.' The clarity in their statements underscores the transitional nature of their funding and operational strategies.

Trainor explained the financial intricacies further: 'The store will eventually become profitable, at which point we will distribute dividends of profits to our members. We need startup funds and are open to all sorts of financial support, be it memberships, donations, or investments,' he said.

The discussion touched on some of the challenges faced in launching the co-op. According to Carl, a well-structured business model will be essential. 'It's not just about the farmers; it's about fulfilling the needs of the community and being smart with economic development,' he advised.

The board is contemplating innovative approaches to stand out, including the introduction of a commercial kitchen and perhaps even drone delivery systems. 'You have to let people know that while we're bringing what we all want on our taste buds, we're also using new technology to make it more convenient,' Carl suggested.

Janet offered practical advice on maintaining momentum: ‘This is a great way for people who are baking brownies, doing sandwiches, and more to figure out if it can be a business for them,’ she said, emphasizing the value of pop-up events and local partnerships.

Funding remains a significant hurdle. 'We're starting with about 17,000 in the bank and 100 memberships. If anyone wants to write me a check for two and a half million dollars, we can start building tomorrow,' Trainor quipped. The co-op is exploring various avenues for financing, including member loans and grants from federal and local organizations.

Andrea highlighted the community angle, 'It's about meeting the needs of the community and creating jobs for local folks.' She mentioned that similar cooperative models in other towns have taken years to materialize, but the board is optimistic about their five to seven-year plan.

The co-op isn't just about selling food; it aims to be an educational and cultural hub. Daryabeygi shared ambitions of establishing partnerships with local schools and organizations for educational programs. 'We want this to grow beyond a mere store,' he said, expressing hopes for community cooking classes and sustainability projects.

To keep people excited and engaged over the long term, Janet proposed collaborating with local markets for pop-up events and demonstrations. 'Collaborations with local businesses can keep that excitement up so you're not having to do it all alone,' she advised.

The session concluded with a forward-looking vision from Carl. 'It's not about competition, it's about the community,' he stated. With ongoing community support and innovative planning, the Winchester Co-op Market is on track to become a cornerstone for sustainable living in the Shenandoah Valley.

Learn more about Winchester Co-op Market on their website: https://winchestercoop.market/