![How one retailer courts the next generation of healthy food shoppers How one retailer courts the next generation of healthy food shoppers](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltafc06db067aebac6/64cbf83cdb0bcc7a8de33eaa/NewHopeNetwork_Horizontal_RGB.png?width=700&auto=webp&quality=80&disable=upscale)
In my home state of Connecticut, Stew Leonard’s Farm Fresh Foods in Norwalk (and Danbury, Yonkers and Newington) is a local staple. With accolades ranging from Fortune’s “100 Best Companies to Work For” to “World’s Largest Dairy,” according to Ripley’s Believe It or Not!, Stew Leonard’s is a large supermarket that was built around a milk-processing plant in 1969. The company still packages fresh milk inside the supermarket in view of the customers. But Stew Leonard’s is more than a supermarket—for many people who grew up in Fairfield County, Connecticut, Stew's evokes fond memories of shopping with our parents. The retailer expertly engages, educates and delights children with animated entertainment, and by cultivating a fun, inviting atmosphere reminiscent of a county fair. In 1983, the New York Times dubbed Stew’s as “a Disneyland dairy store,” referring to the over-the-top displays intended for children, which range from a mini-zoo with ducks and chickens, a wishing well, an ice cream shop at the store entrance and dozens of kid-approved marketing tactics, like samples of baked goods at every turn and a singing plastic cow named Clover. On a recent trip to Stew Leonards, I captured the myriad ways this beloved retailer makes shopping with children an event, rather than a chore.
Stew's prides itself on hiring friendly staff. Founder Stew Leonard Sr. told the New York Times that he rates each prospective employee on a scale from 1 to 10—and only hires those who received a 10. Farm characters like a cow, chicken and duck (shown above) sometimes stroll through the store, shaking hands and taking photos with children.
The mini-zoo in Stew's parking lot is a hit with kids leaving or entering the store. Children can feed the ducks, chickens and goats. This coop houses Henrietta the Hen, a singing robotic chicken.
Here, Stew Leonard's butter quartet sings the virtues of all-natural butter, when little hands push a button.
Here's Clover The Cow, who is stationed next to the store's milk processing facility, which consumers can easily see through a glass panel. Clover emits a loud "Moo" when kids pull the rope cord to his left.
Every few minutes, cartons of milk, butter and cream play bluegrass instruments above the dairy case.
One way to get kids excited about eating vegetables? Allow Cindy Celery and Larry Lettuce to take over. These robots attract adults over to the on-sale produce section, too.
Simple touches, like a security camera turned toward the grocery aisle, engages children while they shop with their parents. This is an easy way to keep kids occupied -- no animated vegetables needed.
Just before exiting the store, kids can toss extra change into a small, tropical-themed wishing well. The proceeds are donated to a different local charity every week.
Just before exiting the store, kids can toss extra change into a small, tropical-themed wishing well. The proceeds are donated to a different local charity every week.
How one retailer courts the next generation of healthy food shoppers
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