Founder update: How does where you shop make you feel?

Hi PB community,

As a busy mom living in a bustling city, I know I'm fortunate: my grocery options range from farmers' markets to regional specialty stores to big box chains. I usually choose my purveyor based on two (sometimes conflicting) factors: high quality produce and toddler snack options (I'm always in need!). Each shopping experience leaves me feeling different, and I bet you can say the same about the options in your area.

Visiting a national chain store often makes me feel reduced to a consumer. While the produce may be big and shiny, it often lacks flavor, and the selection is monotonous across stores, with no local flair. Even though I might save a bit of money, I leave feeling no better than I walked in, and sometimes between the fluorescent lights and aisles of uninspiring choices, I feel worse.  

A trip to a regional chain (my sweet spot!) gives me entirely different feelings. For example, in Seattle, stores like Town & Country and PCC Community Markets integrate a good mix of local brands and produce (my current in-season favorite is golden raspberries!). I leave these stores feeling like I supported the local economy and interacted with people who genuinely enjoy their jobs. I go to purchase foods to nourish my family with, and end up leaving feeling nourished myself. 

It leaves me asking myself: why this stark contrast in experiences? Why can’t a national chain have the systems to make regional buying decisions that support smaller-scale producers? Not doing so ultimately affects neighborhoods without access to choices the most – without having the ability to decide for yourself, you’re relegated to whatever big chain options are presented to you. 

To be fair, some do have small programs, but the reality is that cutting costs and maximizing profit margins often outweigh any feel-good decisions leadership might make. Running a grocery chain is cut-throat, and most of the time, retailers aren't willing to risk shelf space for a new, smaller, forward-thinking brand.

Some decisions go too far, in my opinion. For example, a US-based legume-producing friend of PB achieved Regenerative Organic Certification on some of its farms (a costly feat!), thinking they'd be a shoo-in at Whole Foods, who has loudly proclaimed preference for certified goods. In the end, Whole Foods chose to source the same certified product abroad, where it is cheaper to grow and achieve certification.

We've felt this dynamic directly at Primary Beans. We worked with a broker for nearly a year to help us secure meetings with chains of all sizes across the US. So far, we've gained the most traction with regional and local chains. However, making space for an often-overlooked grocery item like beans – especially varieties that are unfamiliar to many shoppers – requires special attention, dedication, and training. It’s not always easy to see that integrating small brands helps drive overall discovery and loyalty, so from a pure numerical stand point, most new brands don’t stand a chance.

In the meantime, we're relying on direct sales from our community so we can grow, innovate, and make an impact! We can't thank you enough for giving us a chance, following along, and reordering. We’d love to live in a world where the systemic end of the bargain is held up, so the onus doesn’t always lie on the individual – but shopping with your values really does make a difference. What’s more, it contributes to how you feel, and how you’re able to nourish those around you. 

So the next time you stock up at the grocery store (or even online, at shops like Primary Beans), pay attention to how you feel so you can reassess and invigorate your shopping routines. Make decisions that make both you and your bellies happy and fulfilled. 

Happy summer,

Lesley

PS – In case you’re overlooking beans as a summer staple, think again: you can cook them in a pressure cooker to keep your kitchen cool, and they’ll provide endless satisfying meals that don’t weigh you down. We even created a new bundle that showcases our top bean picks for summer! Looking for cooking inspiration? We have tons of warm-weather recipes – aguachile beans, marinated bean salad, and clams with beans and chorizo, to name a few!