Curating Your Assortment with Little Harvest
Nestled within The Well, Toronto’s sprawling open-air shopping complex at the intersection of Front and Wellington streets, lies a hidden gem—Little Harvest. This inviting, family-owned grocery market opened its doors earlier this year, alongside the remainder of Wellington Market, plus shops like Lululemon, Frank + Oak, and more. But unlike these fashion brands, Little Harvest is a one-of-a-kind grocery destination in this bustling neighbourhood, standing apart for its customer-centric focus and curated selection of fresh, frozen, and packaged foods.
Curated by Conversation
\When you enter Little Harvest, an array of unique products greets you, meticulously displayed on shelves lining the well-lit store. Drawn in many cases from lesser-known brands and local sources, this diverse and at times eclectic selection is very much intentional. It’s what co-owner Peter X believes is core to Little Harvest’s identity.
“In the beginning, most of the owners work in the store, spending time talking directly to customers," says Peter. This hands-on approach and unfiltered customer feedback guides Little Harvest’s product assortment decisions. It’s a proven strategy that helped establish the family’s first grocery brand, Fresh 1 Market, as neighbourhood favourites in Toronto’s Queen West and Danforth communities. It’s also what keeps their selection fresh with new items appearing every couple of months —giving Little Harvest a clear edge over slower moving grocery chains.
Stay Humble and Open: Curating with Intent
When it comes to stocking shelves, Peter believes in staying humble and letting the community lead the way. “There’s so many different views and interests. When you go into a grocery store, you yourself do not get everything…. So, why would you be able to source everything that people would want?”. This philosophy helps the Little Harvest team avoid assumptions and instead focus on creating a shopping experience shaped by their customers' diverse preferences. As a result, each product on their shelves serves a purpose, reflecting the unique tastes and needs of their local community.
Three Ways To Source Customer Feedback
The phrase “talk to your customers” may sound like a business cliché, but stores like Little Harvest continue to reap the rewards of this tried-and-true approach. Here are three simple and effective ways to gather customer feedback for your grocery market:
Create a Receptive Culture: Encourage your team to regularly collect and share customer feedback. Use tools like feedback cards, customer giveaways, and loyalty programs to build a system that makes customers feel heard. Importantly, highlight the changes made as a result of customer feedback to both staff and shoppers, reinforcing your commitment to customer satisfaction.
Engage in Online Discussions: Find your neighbourhood or city’s discussion groups on platforms like Facebook and Reddit. Introduce your store, ask for feedback, and browse older conversations to discover potential gaps in the market. This is a great way to get a pulse on your neighbourhood’s needs and uncover hidden opportunities.
Start Informal In-store Conversations: Sometimes the simplest feedback comes from casual conversations. Have decisionmakers walk the aisles, engage with customers, and ask about their experience in the store. Be open to the feedback, whether positive or negative, and use these insights to continuously evolve your offering.