October 23, 2024 • 48 mins
Unlock the secrets of success in small-scale retail with Alina and Lauren, the inspiring co-owners of Mastel's, as they share their journey of transforming an 800-square-foot natural products store into a beloved local hub in Minnesota. Discover how they expertly manage over 4,000 SKUs in their bustling shop, maintaining a vibrant atmosphere full of energy and community spirit. Alina and Lauren reveal their passion for healthy living and community-focused retail, navigating the challenges of business ownership with creativity and determination, especially during the pandemic.
Gain valuable insights into the power of social media and community engagement as Alina discusses creating a dedicated marketing role that reignited Mastel's local presence. Learn from their dynamic partnership, the importance of networking, and the impactful role these connections play in business growth and legislative influence. Alina and Lauren's candid reflections offer a roadmap for aspiring entrepreneurs looking to make their mark in local business ownership.
Explore strategic marketing initiatives that drive growth, from traditional advertising and loyalty programs to innovative in-store strategies. Alina and Lauren highlight the benefits of industry networks, staff training, and vendor relationships, emphasizing how these elements contribute to Mastel's continued success. With a focus on community connections and staying ahead of industry trends, this episode is packed with actionable insights for anyone interested in running a successful natural products business.
Connect with us:
Email: info@naturalproductsmarketer.com
About Amanda Ballard
Amanda has worked in natural products marketing in the retail setting since 2016 and has a great understanding of the unique challenges and opportunities that retailers in this industry face. More than anything, she wants this industry to continue to boom and believes much of that success hinges on the ability of retailers to do well in their businesses and market their products effectively.
About Tina Smith
Since 2014, Tina has worked with multiple natural products businesses, discovering how to market their CBD products online, without having their payment processor shut them down, to letting customers talk about their health issues those products have helped them solve. She knows first hand how experts like you offer the best products and a superior customer experience, that is why she is committed to helping you find an easy way to grow your natural product business.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Tina Smith (00:00):
You just mentioned, like samples for the staff.
What does help the staff reallybe able to highlight good
products for other people?
What motivates them to do that?
Lauren Gaffney (00:12):
Well, certainly when they've had the personal
experience with it.
Tina Smith (00:18):
Welcome to the Natural Products Marketer
Podcast.
Amanda Ballard (00:21):
I'm Tina and I'm Amanda and we're here to make
marketing easier for naturalproducts businesses, so you can
reach more people and changemore lives.
Tina Smith (00:32):
Hi there and welcome back to the natural products
marketer podcast.
And we are hopping in heretoday to do an intro to a
conversation that we've alreadyhad, because we hopped right
into the conversation.
We were off screen and having aconversation and I was like we
have to hit record right nowbecause we're missing all the
(00:53):
good information.
So I hit record and it justit's a.
It abruptly starts.
So we wanted to do anintroduction because we had
Lauren and Alina from Mastell's,that's up in Minnesota, and
what a great little store thatthey have running there.
And I was so encouragedlistening to two wonderful, very
(01:17):
economically aware and capablewomen retailers that are coming
to us from Minnesota.
What were your thoughts, amanda?
Amanda Ballard (01:28):
I was just blown away by how successful they've
been able to be in such a smalllocation and I know that you
were recently up at their storeand they have like 800 square
feet and it was just hopping.
So I was really encouraged thatyou can be super successful
even if you're limited by squarefootage.
But they were just phenomenalpeople, Really just glad that we
(01:50):
were able to sit down with themand learn what has led to their
success.
Tina Smith (01:55):
Yeah, so fun and I think you're going to hear a lot
of things.
So this season we're talking toa lot of different retailers
and we wanted to showcase thedifference between a smaller
store like that and how hugelysuccessful they were.
There were three or four peoplethat were on the floor helping
out from an employee perspectivewhen I went in there and every
single one of them was workingwith someone and there were
(02:17):
people still coming in and outand grabbing things and getting
a beverage and walking around.
So, man, they were so busy andyou can be super successful in a
small location like that.
And then we're talking to otherpeople who have 5,000 square
feet, 2,500 square feet.
We've got a lot of differentretailers that we're talking to,
(02:37):
all of whom are very successfulin their own ways and in their
local communities, and you'regoing to be blown away by the
very small things that you cando, small adjustments you can
make and really have a bigimpact on your profitability.
So I cannot wait for you to hearthis interview with Lauren and
Alina from Mastel's.
So let's dive in.
(02:59):
Hi everyone, we're so excitedto have you here today.
We have Alina and Lauren fromMastell's.
They are co-owners of Mastell'sin Minnesota and I got to visit
their store and we were justchatting before we started to
hit record about how they've gota small store but it is full to
the brim both with product andwith people and they even have
(03:22):
grocery, on top of the fact thatthey've got all these
supplements in there, which isreally hard to do in a smallish
space.
But we loved the vibe coming inthere.
So but I think that Amanda cankind of speak to that a little
bit with Detweiler's, becausethat place gets packed out and
people love it.
Amanda Ballard (03:41):
Yeah, I definitely think it is part of
the appeal, right, like when youwalk into a busy store and it
like, even if you're limited inyour square footage, if, like,
it feels full, it's like aninstant draw for people.
Tina Smith (03:56):
So, guys, will you just cover again for everyone
listening, like what size is thestore?
How many people do you guyshave in there all the time
helping other people out, andwhat, what is that vibe?
How many people do you guyshave in there all the time
helping other people out?
And what is that vibe?
What does it feel like?
Lauren Gaffney (04:08):
So we're just in a single brick and mortar and
it's 800 square feet of salesspace on the main floor and then
in the basement we have ouroffices, backstock, quite a lot
of backstock and a break room.
We have, I think the last timeI looked, 4,275 individual SKUs
(04:30):
and so 80% of that issupplements.
The rest is between grocery andpersonal care.
So yeah, it kind of has to stayorganized because otherwise
it's just too hard to managethat much inventory coming in,
checking in, going back stock,getting stocked out.
So it's just too hard to managethat much inventory coming in,
checking in, going back stock,getting stocked out.
So it's definitely a machinethat has to keep running to do
(04:50):
all that in addition to servingthe customers.
Amanda Ballard (04:54):
So tell us a little bit more about Mastell's
and the store and how you guysgot into it.
And I'm also curious is that anoriginal location?
Lauren Gaffney (05:06):
it is not.
In 1968 we were on the samestreet but down about a mile, um
, and then this building cameavailable.
It was an old furniturerestoration shop and so, um,
yeah, john, uh, from, I think,the original people who built
the building and we actuallyknow that family, um, so they
(05:28):
can explain.
We've talked to the son of thefamily.
They've explained some of thegoofy configuring up here.
But, yeah, this been here since1977 on the block.
Amanda Ballard (05:38):
So one thing that we always love to ask
people that are on our show ishow you got into the natural
products world, because mostpeople don't grow up thinking
that they're going to.
You know, sell supplements fora living, so I'd love to just
hear your story of how you gotinto this industry.
Lauren Gaffney (05:55):
I actually went and grabbed my job application
right before this just because Iwanted to see what I wrote.
So in 2002, I applied for a jobhere and it did say I was
interested in a healthylifestyle, but also close to my
house and close to my schoolwhere I was going to college a
couple blocks away, and thatsmall business support even then
(06:17):
evidently was important to me.
So that was a 19-year-old me in2002 getting a job here just
part, part time after school,and it was.
I mean, it was started at firstbut I just I fell in love with
it and I think the thing thatkept me interested was I love
(06:38):
the connection with people andin retail you just get you get a
new thing every day.
You get new people that youtalk to, you hear stories, you
connect with people and I thinkthat has kept it.
In addition to all the othergreat things about the industry,
I really really, really likethe people aspect of it.
Alina Hornfeldt (06:55):
Yeah, and Lauren and I have been really
close friends since about 2005.
We met right when she came backfrom doing um abroad
post-college work and was comingback until she got her job back
here at Mestel's.
At that point and we becamefriends and I guess I probably
(07:16):
always have had sort of aninterest in natural living, just
sort of I don't my mother.
It just seemed natural, um, Ithink in Minnesota the
environment's really important.
We're like the land of theco-ops.
People always say so.
A lot of that really was kind ofbaked into our culture here too
wasn't like an a weird thing orfringy as much, and so it was
(07:37):
sort of natural to hear aboutwhat Lauren was doing here at
the store.
And I was working a lot ofretail, both corporate, and also
then got into more of the smallbusiness side and really loved
that.
And so in 2017, I had been astay at home mom for a while.
It was at a crossroads point inmy life of what am I going to
do now that he's going to school?
(07:58):
And they needed someone to dosocial media and marketing
because there hadn't really beena lot going on in that
department for Mastell's, and sothey're like why?
Lauren Gaffney (08:06):
don't you just come in and you can?
Alina Hornfeldt (08:08):
update the social media and I was like sure
, no problem, That'll be great.
And the kind of retail side ofme took over from the management
point of view and we kind ofgrew together and just kind of
kept growing and evolving.
And, yeah, the people helpingpeople, of course I'm sure
everyone says that is just sorewarding.
Tina Smith (08:32):
Well, I love the part of that.
I love Alina is that Mastel'stook a chance and I don't know,
Lauren, if you hired Alina or ifyou just made a recommendation
around that.
Lauren Gaffney (08:45):
Essentially, we created the department for her
because, truly, like ouradvertising and everything, I
had taken some time off when Iwas born also, and I came back
after three and a half years in2016.
And went to the show in Anaheimin 2017.
And so it was my first showback since, I think, 2011 or 12,
(09:07):
either way, all of a sudden itwas like, oh, we need an
Instagram, like these brands,like they want to know all this.
You know our advertising.
At that point, I would design acoupon in Microsoft word and I
would send it to theneighborhood newspaper and they
would post it in Microsoft Wordand I would send it to the
neighborhood newspaper and theywould post it.
That was our advertising.
That was it.
And so it just all of a suddenit was like, nope, and we had a
(09:31):
Facebook page.
Nobody had updated it in yearsand I thought I was the
purchasing manager at that pointand we had a general manager
and I just thought I can't takethis whole thing on.
And Alina was already way moresavvy with social media, even
just in her personal life.
She was clued into it.
She was.
She's really, really good atpicking up on trends, like
(09:54):
across a lot of differentindustries.
She's a.
She's a.
Is it a bellwether canary?
How do you?
Alina Hornfeldt (10:00):
call that.
Lauren Gaffney (10:04):
Like she.
Just she knows about things.
You know, a lot of times shecan scoop our brands before they
even know, or you know the repsknow she knows the brands have
come out with new product and soeither way, yeah, definitely
created the position for her andthat was all she needed to just
take it and run with it and itturns out that, in addition to
(10:28):
being really good friends, wework well together.
Alina Hornfeldt (10:30):
Yeah, it was risk.
Tina Smith (10:30):
We were like we don't know, we'll see Well, yeah
, well.
So maybe three things that Ilove about that.
Number one Amanda and I areworking together and we're
friends, so we're hoping thatall works out too right.
So that, but also so people needto follow you.
If you are about weather, thenthey need to follow you and see
what you guys are doing.
(10:51):
I think that's a great idea andI do have people comment about
well, did you see what Mastel'sis doing?
And so that's always fun.
Can you create us somethingthat looks like this Mastel's
thing that's happening, or canwe do something like that?
So we do get requests aroundthat.
But I think the key forlearning is that Mastel's took a
(11:12):
chance in bringing someone into do this specific job, because
Amanda and I talk a lot aboutpeople want social media, maybe
from us or maybe from anotherorganization, but this type of
business is very local and youneed someone who's in the store,
who can get the pulse andfeeling of the community.
Like Minnesota is going to bedifferent.
(11:34):
You're talking about all thethings that are baked into that
culture.
It's going to be very differentfrom the people down here in
Georgia, and so it's definitelysomething to pull in a local
person who can help with thatfor sure.
Alina Hornfeldt (11:48):
And now I've realized, even as, becoming a
co-owner, it's starting to.
I'm not really ready to likegive it up yet, but like it is
starting to be like, oh man, Idon't really have time, I'm
losing touch with some of thatside of things as other jobs,
abilities have taken over andit's like, well, maybe at some
(12:12):
point it will be time for us toonce again hire a person that's
a dedicated social media person.
Amanda Ballard (12:16):
Yeah, yeah, no, I love that and you know I it
sounds like you and I havesimilar stories where I was
working at a local health foodstore and they just took a
chance on me and it changed mylife.
So I totally resonate with that.
So what led you guys to buyMastel's?
Tell us that story.
Lauren Gaffney (12:32):
We had, I guess, as of 2019, we were the two
managers and the owner hadretired right around when I
started started 2002.
So he had been pretty hands-offfor almost 20 years.
At that point, Um, and you know, I became GM in 20, the fall of
(12:55):
2019, six months later, thepandemic happened and you know,
we we closed down for curbsideand Alina and I would come in.
We closed completely on Sundays, we shortened our hours and we
would come in.
We closed completely on Sundays, we shortened our hours and
we'd come in on Sundays when thestore was closed.
And just how are we going tokeep this place going?
And, like through thatextremely stressful time,
realized how much this placemeant to us, really
(13:38):
no-transcript opportunity, thepower, the desire to keep it
going.
So we basically had to figureout how to buy a business, which
was it took every bit of almosttwo years, finding, you know,
finding bankers, finding outthat we needed bankers, finding
(13:59):
out that you know, when youdon't know what you don't know,
type of a thing.
And so we spent the next coupleof years really coming up with
a plan, presenting the offer tothe family and, mostly, you know
, giving them the peace of mindthat that their uncle's place
would be looked after.
John was very, very, very happywith, you know, with the fact
(14:23):
that it was going to be hislegacy would be continued, and
so his quote he his quote wasthat he felt like a grandpa,
that like his, his baby, hisbusiness, you know, got to keep
going and thrive.
Alina Hornfeldt (14:35):
and yeah, see it, its mission continue here in
McElfin, so yeah.
Tina Smith (14:43):
So harder.
Alina Hornfeldt (14:43):
We have.
Lauren Gaffney (14:43):
We have 14 employees oh, quite a bit harder
quite a bit harder, like really, really hard, like so many
unknowns, so many meetings, somuch of just like putting
yourself out there.
Um, and I had we're part of someindependent business, local
(15:05):
independent business groupsaround here, and I was in a
breakout group from one of thoseand in a way, it was like we
were just sort of training.
You know, we were, we wereacting business owners, we were
joe mentions, even though wewere technically just managers,
and so we were kind of testingthe waters and seeing like, yeah
, this is something I really,really want to do.
I want to be a part of thecommunity in this even more
(15:25):
meaningful way.
We've recently joined our areachamber.
That starts to get into thingswhere you can have, like you
know, influence in legislationthat affects your business.
We're talking about sales taxhere in the metro area right now
and having a voice for that,and so this is separate, really,
from the health food entirely.
But, just as business owners, Ithink we were both really
(15:47):
motivated to step into this nextphase of our life where we can
truly, truly impact ourcommunity in a positive way and
in a way that small business hasthe unique opportunity to be
able to do.
Amanda Ballard (16:02):
Yeah, I love that, and I know that there are
other people in our industrythat are in similar situations
where, you know, maybe theoriginal owner, the founder of
their health food store, isnearing retirement age and maybe
they don't have kids that wantto take on the business and all
of that.
So what, what advice would yougive to other people out there
like you that are interested in,you know, taking that step of
(16:24):
faith and deciding that theywant to carry the baton from the
founder?
Alina Hornfeldt (16:33):
Yeah, I would say we definitely reached out to
other small businesses in ourneighborhood who had been
through the process and we'relike what'd you do?
How'd you do that?
You do that.
And they're like, oh, we've gotthis guy steve, he knows all
about this stuff.
Let's give you his number.
And we were like cool, thanks.
And so it was a small, umindependent art supply store.
(16:55):
Uh, wet paint that's down fromus.
And those guys, uh, wereinvaluable.
You know, that started was likethat got that ball rolling.
Being involved in the Metro IBA,the Independent Business
Association, is how we did findour banker, which was somebody
that you are going to workreally closely with and you want
to feel really good about,because you are putting so much
(17:17):
trust in them that they'reguiding you through all the
steps and it's so much paperworkand it is so overwhelming.
So having someone that is calmand is pro and they know it and
they've done it, was reallyawesome.
So we found our banker, julie,through that group and kind of
just even going off vibes thatway too, being like I like how
(17:38):
they make me feel Like I feellike I can trust them, I feel
okay about this and just kind ofone foot in front of the other
and like let those people who'veeither understand the process
or been through the process tellyou what step is next.
And then you just have to kindof trust from there, because you
can't see 10 steps ahead.
They can maybe, but you can'tand you just have to be
(17:59):
assembling paperwork or, youknow, getting numbers together
or or whatever.
And then the hardest part, Iwould say, was that we had to do
it all in secret, which kind ofwas a bummer.
We couldn't tell the employeeswhat was, which was really
really hard for us.
I mean, we were having peoplebuild a building and we were
having people and we had to belike oh, it's insurance, it's
(18:19):
nothing, and that felt terrible,like we did not like having to
keep it from our employees, butit is kind of a requirement, so
kind of being prepared that likeit's not like being deceptive,
but if you are somebody who'sreally, you know, on a team with
your employees, you kind ofhave to be prepared to have this
big like 18 months, two years,and kind of be acting covertly
(18:41):
and just mentally prepare forthat.
So when we were finally able tobe like we did this thing, I
hope you're happy.
It's like really great whenthey were like, yay, we are so
happy, but it is a weird feelingand a weird limbo place to be
for a lot of reasons.
So that was a part of thechallenge.
Lauren Gaffney (18:56):
Yeah, because you don't know until the ink is
dry.
Things changed the night beforewith our alone that could have,
could have changed the entirething.
And there's no door on theoffice down here.
We are open the break.
You know, the kitchen's rightacross the desk from us, so
there wasn't a door that evenclosed.
So we did a lot of walks, tooka lot of walks, um, which was
(19:18):
great for the steps all right.
Tina Smith (19:22):
Well, you guys are doing a great job because, like
I said, the place was hoppingwhenever I got there.
So tell us, outside of socialmedia, biggest marketing things
that you've done, even when youweren't owners.
Like, if you remember sometactics that were key in moving
the needle on increasing revenueand profitability, let us in
(19:42):
spill the tea.
Alina Hornfeldt (19:45):
Yeah, some of them are really like simple and
obvious, but worked reallyreally well.
That I started right away,which was like a sandwich board
out front of the store, was hugeand we could see it in the
numbers even right away, likewhatever I would put on that
sandwich and say, Well, what is?
what is about mushrooms, whatdoes that mean?
And, like the conversation juststarted and it was like, wow,
away, like whatever I would puton that sandwich and say, well,
what is about mushrooms, whatdoes that mean?
(20:05):
And, like the conversation juststarted and it was like, wow,
that's so cool and so easy.
And we'd often have people onstaff that like to draw or use a
creative side.
It was something that theycould do during their day.
That was a little bit differentand, um, inspiring for them too
.
And yeah, it's been really coolto see something so traditional,
so simple and it like jazzes upyour curb appeal and it's just
(20:30):
really cute and kind of quaintfor a small place like us.
We had a lot of it.
So we still make a point, aslong as it's not raining or
snowing, to get the sandwichboard out.
And we've made some kind ofyard signs too sandwich board
out.
And we've made some kind ofyard signs too and kind of
rotate those around too.
When we were able to bring inTHC, we had a sign, obviously,
(20:50):
that we've got this.
So that was great.
And then we still do use directmail coupons, which another
traditional kind of advertisingthing that our customers really
like, and I've had new customersat the register say like I got
this in the mail and I decidedto come check you out and it's
like, oh, that's cool.
So those are some sort of likeanalog ways outside of social
(21:12):
media, that like tried and trueand the.
You know direct mail is notcrazy expensive compared to some
other forms of advertising.
And then we also always had apunch card going way, way back,
where you know you spend $10,get a punch and you collect your
punches on your little card andthen turn it in for a discount
at the end when it's full.
(21:33):
And we switched it over to adigital.
This is one like kind of modernupgrade.
We still offer the paper punchcards for anyone who prefers
that, but so many people werehappy to get the cards out of
their wallets and into a phonenumber system, loyalty system
with us that we kept track oftheir points and now we use it
to.
They can buy like swag with itwith their points.
(21:56):
They can buy a Mastell'st-shirt or a mug or they can use
it for discounts.
And even in our Google reviewspeople call out the loyalty
program and I think these days,economically, how people can be
in charge with coupons anddiscounts to maximize what
they're getting.
It's really important to thecustomers.
So I would say those are a fewways that are outside of the
(22:17):
realm of social media that we'refinding are really effective.
Tina Smith (22:21):
I love that they can buy swag with the points.
I haven't seen a lot of thathappening, but wow, your
customers, who are already loyal, are now your billboards.
And they did it on their own,like they took something
valuable that they had andthey're buying your stuff.
That's wonderful.
Lauren Gaffney (22:37):
I love that to a private label, just because our
reputation was something thatwas worthy of the Mastel's name
(23:02):
and I think it was probably 2018, around.
Then one of our reps from aformer company worked with
Reliance and we found them to be.
They just they ticked all theboxes.
They carry a lot of the samepatented name brand ingredients
that you'll find in nationalbrands, and I liked the idea of
having the private label not bethe least expensive generic on
the shelf.
It is in.
(23:22):
In a lot of cases it's sittingside by side a national brand
and we can tell the peoplethey're buying their materials
from the same place.
And so we have found that people, and you know, if they're only
buying the private label for oneparticular product, then it's a
very, very easy for them toswitch.
You know all of their stufftheir minerals, their, you know,
(23:43):
fish oils, everything like that.
They're like oh well, I canjust get that in the Mastell's
brand because I've already hadsomething from that brand that I
really like, and so then weknow, from our perspective, they
can't buy it anywhere else, youknow, so we don't have to worry
about trying to price competeonline with stuff like that, and
so I just felt really fortunatethat we were able to find a
brand that was worthy of ourreputation and that it wasn't
(24:06):
going to be just the generic.
It was going to really kind ofbe like these are the ones that
we stand behind enough to putour own name on, and so we've
really enjoyed working with themand we're growing that line all
the time.
Alina Hornfeldt (24:20):
And we just recently expanded to essential
oils.
Oh, I was going to say yeah, weexpanded to essential oils also
with a local company, um in ourprivate label in our private
label and that's been reallycool to see that just growing
little branches off of it andthe customers really responding
to it.
That's cool.
Amanda Ballard (24:38):
Yeah, that's great.
I know, Um, yeah, historically,a lot of people that end up
doing private label.
It does end up almost bydefault being the cheaper option
or the cheapest option, andit's interesting to me that
that's not necessarily the casefor you.
I actually really like thatapproach because it shows like
(24:58):
this isn't just a budgetfriendly line and there probably
is some cost savings betweenyou and like a national brand,
but if it's close, it's like ohwell, this is like really good
quality.
It's like just like a subtlemarketing hack that you know the
customer doesn't necessarilyrealize until after they've made
that purchase.
So I think that's reallyinteresting.
(25:19):
And then, from a profitabilitystandpoint, have you found that
your margins are significantlyhigher on the private label?
It's the brand recognition.
Alina Hornfeldt (25:27):
It's the brand, yeah, so important and we've
made an effort.
I took over the role ofdesigning some of the color and
font choices, things like thatand really keeping it all
cohesive with the store.
And we have like a brandingstyle guide that I use, that I
have up at my desk and I referto it for when I'm making those
choices.
And if you have like a brandingstyle guide that I use, that I
have up at my desk and I referto it for when I'm making those
(25:48):
choices, and if you have like acolor palette or a branding
story that you're usingthroughout your store to really
like lean and as long as youlike it maybe it's a time to
reevaluate that, but if youreally like it, lean on it.
So ours are like a sage greencolor and sort of using that in
the private label, in ourmarketing materials, even in
(26:10):
like our t-shirts and mugs andthings that we're doing, so that
everything kind of flows andyou get your mastels sort of
feeling even when they'resitting on your shelf.
It feels like mastels, it lookslike mastels and hopefully it
makes them feel happy and likethey want to come back to
mastels and keep shopping.
Tina Smith (26:27):
Yeah.
So what do you guys see likecoming down the pike for
marketing, for you guys Likewhat's next that maybe you
haven't done before, or thatyou're going to put extra effort
into?
Alina Hornfeldt (26:39):
Well, we've talked about a bus bench, that
we'd really like to do that, butwe haven't found one.
Lauren Gaffney (26:44):
I really want to be that's all real estate
agents and I really, really,really want one for MassTel.
Alina Hornfeldt (26:50):
Just because we don't sell online.
We're really so hyper localthat we've I was like you know
it doesn't going viral, you know, fun and interesting and
entertaining, but it'sdefinitely not a priority for us
.
We're a brick and mortar storedoesn't sell online.
We need people in MinneapolisSt Paul, twin Cities area to
find out who we are and want tocome into the door.
(27:10):
So some really hyper localadvertising that way, which,
yeah, physical advertising.
But then we're just deciding nowto partner with a local radio
station that's independent thatplays 60s, 70s and a little bit
of 80s classic hits and they'rereally cute and really fun and
(27:31):
they have a better value forradio advertising than we've
found through like iHeartMediaor big national places.
So we're really excited topartner with another small kind
of independent radio station anddo some commercials with them,
kind of speaking right,hopefully, to our people, kind
(27:51):
of leaning on that wholeindependent thing and supporting
each other has been nothing forus.
Every time we've done it, everytime we lead with that.
It's always been the bestvision, really been the best
vision really.
Amanda Ballard (28:05):
I love that you kind of have, like you just
understand your, your vision foryour store so well.
Like cause I.
It's so refreshing to hear likewe're hyper local and so why
would I care about, like youknow, someone like me who lives
in Florida following us?
It's like, yeah, sure, like youknow, followers are great, but
it's like it's not going tonecessarily make an impact on my
(28:26):
bottom line.
So I love that you'rehyper-focused on local.
I think that's really, reallysmart.
Tina Smith (28:33):
Yeah, and I like going back to.
I love the analog pieces thatyou guys were talking about
earlier.
A lot of the people in thisindependent community they don't
have a huge budget right nowfor marketing and if they're
going to make a difference intheir revenue and profitability
in order to reinvest, they needsome of these ideas of hey,
here's some low hanging fruitthat can really make a
(28:54):
difference.
We were talking to a store theother day.
We did a couple of very minorthings that cost almost nothing
for them and they've seen anincrease in revenue.
Almost nothing for them andthey've seen an increase in
revenue.
And it's just crazy how there'sall of these opportunities to
do little things to make areally big difference in your
pocket.
Okay, so I guess what is one ofthe best decisions you made to
(29:18):
help grow the business, eitherbefore or after you guys became
the owners outside of marketing?
Lauren Gaffney (29:31):
became the owners outside of marketing I
pretty unequivocally could sayjoining Infra.
We had not been eligible tojoin Infra just based on our
supplement to grocery ratio.
They made some changes about ayear and a half ago that their
board decided they wanted to tryand attract more of stores like
us, the supplement heavy stores.
They're based here in St Paultoo and so you know they're.
(29:53):
They're right here, they cancome right over to the store.
So we went through theonboarding you know the
application and onboardingprocess with them and I didn't
really understand how beneficialit would be until we started
being able to take advantage ofsome of their benefits.
The difference in pricing withKehi was just astonishing to me.
(30:17):
We had always, because wedidn't sell a lot of grocery.
We've always paid absolutelyfull, wholesale, no discounts
from Kehi or UNFI ever, and sothe first time I saw things
coming in that we were actuallygoing to have a margin in
grocery, it just blew my mind.
And then there's a messageboard that they have that's a
(30:37):
bunch of stores like us,independent stores.
We are in the land of the co-op.
I think there's only maybe twoother infra stores in Minnesota,
and so getting to see on amessage board and interact with
people who are dealing with thesame type of things that we are.
It just immediately felt likewe were plugged into a community
(30:58):
, where we weren't just out hereon our own trying to figure
this all out.
For the time, that feeling andthat support has been invaluable
.
Alina Hornfeldt (31:08):
Yeah, and I would say, just as our owner
previously was, you know, in histwilight years, elder years, he
had been hired for 20 years.
He had moved on to otherpassions and his orchard and
things like that um, we, moreand more, we're just getting out
(31:28):
there soho show, um,interacting with people, uh,
kind of introducing ourselves tothe sort of national network of
health food stores and likemeeting you guys.
It's like we had a tabletogether at soho for breakfast
and it was like, oh wait, I knowwho you.
I've heard your podcast, Likethat's so cool and it has just
(31:50):
led to more opportunities andmore collaborations and felt
really good, like we are a partof something bigger.
And that's a really coolfeeling and keeps you motivated,
coming in every day when youhave a cranky customer or
something and you're like justbeing able to, you know, have a
message board or have people yetin the industry that you can
(32:12):
lean on and they know whereyou're coming from and it just
feels.
It feels really good.
Tina Smith (32:18):
Yeah, being a business owner is a lonely life
sometimes, and two things thatyou guys were talking about both
community just now within thenatural products industry, but
also that you heavily leaned.
You do, but you've got to alsoget the the fresh information
(32:48):
from outside of our littlebubble in our world here and um.
So it's amazing that you guysyou you've done so well and I do
think that you know reachingout and networking and being
part of these communities hasprobably been a great idea for
your growth and been veryhelpful.
I can only imagine yeah, forsure.
Lauren Gaffney (33:11):
And if you have any chance to do it with your
best friend, that really helps.
Tina Smith (33:18):
That's awesome.
Okay, well, guys, thank you somuch for being with us.
We're coming to the close ofthe episode here, but we do
typically ask some standardquestions and I usually let
Amanda do it.
Are you prepared, amanda, withthe question?
She's doing that because sheknows I'm never prepared with
(33:40):
the question, so I'm verygrateful that she's my detailed
person behind me, so.
Amanda Ballard (33:46):
I'm very grateful that she's my detailed
person behind me.
So, okay, one of our standardquestions is who do you like to
pay attention to in the industryand outside of the industry, to
stay on top of all of themarketing trends, on top of just
how to be a better businessowner?
Alina Hornfeldt (34:05):
I like to be active on LinkedIn a lot.
Actually, I would say is bigcom, and I know in reading and I
actually have a lot ofnewsletters that I get.
There is a woman now I see Idon't know her name, I'm
terrible with names Melanie fromunwell has a newsletter, pretty
sure, like a sub stack.
(34:26):
That's really interesting.
I think her book was the Gospelof Wellness.
You guys can back check thatfor me.
But she has really interestingtake on keeping things
scientific and kind of holdingthe industry accountable, which
I really like.
But then also, yeah, LinkedIn, Ikind of follow everybody that I
can on there in the industrybecause I think people are just
(34:50):
kind of approaching that socialmedia with such a different
communication, collaborationvibe, as a and like kind of this
is what's happening and whatthey're excited about about
what's going on in their lives,in a different way than facebook
or instagram is more about likeI am showing you a glossy
billboard of stuff or I'madvertising, whereas LinkedIn is
(35:10):
a little more raw, a littlemore but, you know, still polite
, I guess as well too, which Ireally like.
It's not political Usually it'snot, you know about your kid
even or you know, oftentimesit's really it is work focused.
And they do say that theregenerating folks are really
interested in LinkedIn as asocial platform as well, so I'm
really interested they are usingit.
(35:32):
That's a rambling answer.
That's pretty good.
I actually like to.
Lauren Gaffney (35:38):
I, yeah, I read a lot of the local papers, the
neighborhood papers, our localcity.
I like to see the news that ourcustomers are reading, just to
kind of get the vibe and keepthe pulse of the community, just
to see what's being reported on, what's being called out.
I mean, certainly if it hasanything to do with vitamins and
(35:59):
supplements you know we seethose articles come out around
but just to read what I assumethat a lot of the people in the
neighborhood are looking at, sothat we can stay current and
understand the type of news thatthey're looking at.
Tina Smith (36:16):
That's so important too, because being an
independent retailer it is again.
We talk about it all the time.
It's so local and the big boxes, the Whole Foods and even the
Sprouts of the world they cannotcater to the needs of the local
community the same way that youguys can.
So staying abreast of what'shappening makes all the sense in
(36:39):
the world, and I have not heardanyone give us that answer yet.
So that's insightful and I loveit, yeah.
Amanda Ballard (36:49):
So kind of going back to the marketing side of
things, what do you think thatmost people in the natural
products industry would want tochange about marketing?
Alina Hornfeldt (37:00):
They probably want to get rid of TikTok.
It's what they would want to doif they could, just because it's
so frustrating, even for brands.
I always really empathize withthe come blow up on TikTok
because they're not ready andit's like, oh, it's a dream come
true.
And it's like, maybe, if youhave a backstop of millions of
(37:20):
items somewhere that, like you,were super uncool and had way
too much product and all of asudden something blew you up and
it worked out perfectly for youthat is most often not the case
.
It seems like it's smallerbrands or heritage brands
operating on a space for a longtime and then all of a sudden
they just cannot keep up andthen their social media is
(37:41):
flooded with like, oh, I justfeel for them.
I'm like, I'm so sorry likepeople are.
When people come to us and Ican't get it, I can say I'm
sorry it blew up, it was tiktok,and be like oh, yeah, okay, but
yeah, when you're the branditself, it's just so um, and
(38:03):
just the misinformation isreally sad to like come and
luckily we are in a reallyposition to uh, work with people
one-on-one and, you know, kindof dissuade them from certain
things.
Not official for them like, yeah, I mean, that's cool, it's fun,
chlorophyll in your water andif you're going to altitude,
(38:23):
like that's a great idea, butlike if you're just sitting
around in the office, it's maybenot what you need to have, but
what you know is it energy, whatare you looking to and what are
the other um stuff to talk toyou about?
So it's a fun way that itbrings people into the store.
But yeah, if I could actuallyget rid of it, I probably would,
just for the health stuff.
It's fun for other things.
(38:44):
Dances are great.
Amanda Ballard (38:50):
Oh, I love that.
So what do you think is goingto be like the most um
challenging thing that ourindustry is going to face over
the next three to five years?
Alina Hornfeldt (39:08):
I could see it going in a new age direction,
that where there's kind ofsometimes do see the overlap
with, like, the metaphysical andnew age and the wellness
industry, which can be reallycool and a really awesome avenue
for people to work onthemselves and work with a
practitioner to solve some ofthe issues if they are of a
(39:32):
spiritual or emotional nature.
But it can also like turn inthat like snake oily side of
things, where people are justtaking advantage of lonely
people or isolated people orpeople who are suffering and all
of a sudden they have thesemiracle spiritual elixirs that
have crystals or this or that inthem and I feel like it's
(39:57):
almost like a 1970s, 60s, 70sresurgence of some of that kind
of stuff where we learned a lot.
It's a double-edged sword.
I guess we learned a lot anddid see a lot of things that
were really beneficial and Ithink we will see that.
But there is that like sort ofdark side and sometimes we have
heard I mean me when I talkabout what I do every once in a
while you get that person who'slike oh, supplements, you know
(40:18):
they're all bad, like that's.
You're just taking advantage ofpeople, selling them things
they don't need and it's like,well, no, we really try to be a
very science-based and um um.
You know, let other people bekind of the um, the experts on
some of the more new age andmetaphysical um options that are
(40:39):
out there and leave thescientific supplement side to us
.
But hopefully, yeah, we don'tsee that sort of dark side, kind
of taint put a cloud over theindustry.
Lauren Gaffney (40:53):
Yeah, and I've been keeping an eye on the
Council for ResponsibleNutrition through the various
subscriptions we have, justkeeping an eye on what's going
on in Washington withregulations and really wanting
to see the industry regulatedwell to keep bad actors out and
to not unnecessarily burdencompanies that are doing things
(41:17):
the right way, and so justhoping that our lobbies are
strong enough to keep our accessto supplements as good or
better than you know the waythat we have it.
And so, yeah, just keeping aneye sort of at that government,
washington level, what'shappening with regulations and
(41:37):
Dachet and things like that.
Tina Smith (41:41):
Yes and thank you.
Please keep doing that, we needit.
Amanda Ballard (41:46):
So what do you think is some low hanging fruit
that independent health foodstores like you can take a hold
of and get some quick wins intheir businesses today?
Alina Hornfeldt (41:58):
I guess you could check in with your staff
and see if there's anything thatthey would love to be doing.
Not doing a sandwich boardearlier, like a sidewalk chalk,
and yeah, like doing this boardand letting people get creative.
A window display I remember,even in corporate retail, being
really excited when I got to doa display, like really excited
(42:20):
that I got to set the wholedisplay myself and be kind of in
charge of that.
And so, definitely using yourpeople if you're having a staff
meeting or expressed like I'm inart school or I've studied
graphic design, you know um sortof letting people's creativity
come out and like, yeah, usethat because, um, that's
(42:40):
priceless people's creativity,that they can.
You know everyone responds to afun chalk art on the sidewalk
out in front of the storeeveryone.
Amanda Ballard (42:48):
It makes everyone smile, it's it's a
great, you know, break for themto get outside and I think it's
morale too and it really doesn'tcost you anything extra so,
lastly, do you have any vendorsthat you absolutely love working
with um that support you guysreally well, and why do you have
any vendors that you absolutelylove working with that support
you guys really well, and why doyou love them?
Lauren Gaffney (43:10):
Let's see.
We have a lot, just some thatcome right to the top of mind.
True Grace, brian and Christy'scompany that they started
during the pandemic, pretty muchas soon as it came out, went to
the top of our shelves.
It's just two people who kindof they created like the
supplement company of theirdreams, you know, and that's
(43:32):
every.
It's like they got to pick thebest ingredients, do right by
everything.
Their investment inregenerative agriculture is
unprecedented and I hope it just.
We can super confidently selltheir products.
They are top quality and thatwe're supporting down the line.
(43:53):
Other missions dealt with and Ijust heard this morning they're
going to be coming through towndoing a dinner training.
They hook us up all the timeand so they're just a delight to
work for as a, as a smallcompany, though just really,
really great.
Alina Hornfeldt (44:13):
Let's see, wow, do we like?
I'm looking at my supplementsbehind me to see I would say I
still love now foods.
They're like local to us overin chicago and I've always been,
yeah, super awesome with staffsamples, which is huge for
letting people have a chance totry, and they've been.
They kind of grew up with us,um, in the whole industry.
(44:35):
They started the same year aswe did um, so when they had
their 50th anniversary they kindof had a little shout out to
Mastel's with a picture of Johnwith all the now supplements
behind him in the background.
And there was a few years ago Igot to go tour their facility
and just see their labs and howthey manufacture the product.
(44:58):
And it's just really, um, tosee them like what.
They're using their power as akind of mid-sized large company
to keep the industry in checkand like, make sure that you
know some of the amazon actorsand things and you know checking
(45:20):
to see what's in those bottles.
And it helps us on the salesfloor to say like, hey, this
company you know, yeah, you canbuy it on Amazon for cheaper,
but are you going to get whatyou think you're getting?
It's pretty much showing upthat it's able, like you can
take that risk, but I can tellyou that this supplement is what
it says it is, if you're buyingit from me.
Lauren Gaffney (45:39):
Yeah, that 30 test testing that they're doing
on supplements that they buy offAmazon has been, and then they
send us the results and we printthem out and we post them so
that we can point to people.
And it's like you know, if you,if you want to spend, save the
$5 and spend your money here,just it's a it might be a get
what you pay for situation, andso they've supported us well in
(46:00):
that.
Tina Smith (46:00):
Yeah, well, kind of speaking of that you just
mentioned, like samples for thestaff.
What does help the staff reallybe able to highlight good
products for other people?
What motivates them to do?
Lauren Gaffney (46:15):
that had the personal experience with it.
I mean, especially when you'restarting out or if you you know,
maybe you're in a section thatyou're not super familiar with,
but you know that that's theimmune supplement that you take
and that's the one that you relyon.
That's going to be the easiestone to sell to a customer
because you can give your ownpersonal story about it.
And so if companies aregenerous with their, with their
(46:39):
samples, they can get you knowthe staff taking the products.
It's not a guarantee, but it'spretty dang close that that's
going to be the one that they'regoing to pick when they're in
an aisle with, you know, maybe10, 12 different options.
And so that I have always seenis just the mark of a company
that knows what they're doing isthe one that is generous with
their staff samples.
And it's not just that we, whatthey're doing is the one that
(47:01):
is generous with their staffsamples.
And it's not just that we'regreedy and want all the stuff
for free, it's truly, I thinkit's one of on their part.
One of the best salestechniques that they can have is
get people taking theirproducts on the staff and
trainings oh, and trainings.
Alina Hornfeldt (47:16):
yeah, I would say in-person trainings.
You know there's kind of atiered level of different kinds
of trainings.
I mean expert voice some, andour staff loves that and it's a
way they can earn samples,earned and learned.
(47:37):
But also when a nationaleducator kind of makes the
rounds and comes in and we can,our staff can ask all the
hard-hitting questions and theycan really dig in deep at our
knowledge level and explain whyand their story and that always
makes a huge.
I mean, every time there's atraining, that product line is
getting a bump in sales, alwaysevery single time In the weeks
(47:58):
after it just went up, becauseall that information is fresh in
the mind and the employees areexcited and they probably got a
free product that they're tryingand it just works really well.
So we're hoping that more andmore of that keeps coming back.
Obviously, the pandemic put alittle dent in that, but we are
seeing it more and more and itreally does make a huge
(48:18):
difference for sure.
Amanda Ballard (48:22):
Awesome.
Well, thank you, ladies, somuch for being with us today.
We really appreciate your timeand uh to our listeners out
there.
If you're ever in theMinneapolis St Paul area, make
sure to stop by Mastell's.
Tina Smith (48:35):
Yeah, it's a great store, Plus, we just like you
guys.
Oh, thanks so much for havingus.
Alina Hornfeldt (48:41):
Yeah, thanks for having us.
You just mentioned, like samples for the staff.
What does help the staff reallybe able to highlight good
products for other people?
What motivates them to do that?
Lauren Gaffney (00:12):
Well, certainly when they've had the personal
experience with it.
Tina Smith (00:18):
Welcome to the Natural Products Marketer
Podcast.
Amanda Ballard (00:21):
I'm Tina and I'm Amanda and we're here to make
marketing easier for naturalproducts businesses, so you can
reach more people and changemore lives.
Tina Smith (00:32):
Hi there and welcome back to the natural products
marketer podcast.
And we are hopping in heretoday to do an intro to a
conversation that we've alreadyhad, because we hopped right
into the conversation.
We were off screen and having aconversation and I was like we
have to hit record right nowbecause we're missing all the
(00:53):
good information.
So I hit record and it justit's a.
It abruptly starts.
So we wanted to do anintroduction because we had
Lauren and Alina from Mastell's,that's up in Minnesota, and
what a great little store thatthey have running there.
And I was so encouragedlistening to two wonderful, very
(01:17):
economically aware and capablewomen retailers that are coming
to us from Minnesota.
What were your thoughts, amanda?
Amanda Ballard (01:28):
I was just blown away by how successful they've
been able to be in such a smalllocation and I know that you
were recently up at their storeand they have like 800 square
feet and it was just hopping.
So I was really encouraged thatyou can be super successful
even if you're limited by squarefootage.
But they were just phenomenalpeople, Really just glad that we
(01:50):
were able to sit down with themand learn what has led to their
success.
Tina Smith (01:55):
Yeah, so fun and I think you're going to hear a lot
of things.
So this season we're talking toa lot of different retailers
and we wanted to showcase thedifference between a smaller
store like that and how hugelysuccessful they were.
There were three or four peoplethat were on the floor helping
out from an employee perspectivewhen I went in there and every
single one of them was workingwith someone and there were
(02:17):
people still coming in and outand grabbing things and getting
a beverage and walking around.
So, man, they were so busy andyou can be super successful in a
small location like that.
And then we're talking to otherpeople who have 5,000 square
feet, 2,500 square feet.
We've got a lot of differentretailers that we're talking to,
(02:37):
all of whom are very successfulin their own ways and in their
local communities, and you'regoing to be blown away by the
very small things that you cando, small adjustments you can
make and really have a bigimpact on your profitability.
So I cannot wait for you to hearthis interview with Lauren and
Alina from Mastel's.
So let's dive in.
(02:59):
Hi everyone, we're so excitedto have you here today.
We have Alina and Lauren fromMastell's.
They are co-owners of Mastell'sin Minnesota and I got to visit
their store and we were justchatting before we started to
hit record about how they've gota small store but it is full to
the brim both with product andwith people and they even have
(03:22):
grocery, on top of the fact thatthey've got all these
supplements in there, which isreally hard to do in a smallish
space.
But we loved the vibe coming inthere.
So but I think that Amanda cankind of speak to that a little
bit with Detweiler's, becausethat place gets packed out and
people love it.
Amanda Ballard (03:41):
Yeah, I definitely think it is part of
the appeal, right, like when youwalk into a busy store and it
like, even if you're limited inyour square footage, if, like,
it feels full, it's like aninstant draw for people.
Tina Smith (03:56):
So, guys, will you just cover again for everyone
listening, like what size is thestore?
How many people do you guyshave in there all the time
helping other people out, andwhat, what is that vibe?
How many people do you guyshave in there all the time
helping other people out?
And what is that vibe?
What does it feel like?
Lauren Gaffney (04:08):
So we're just in a single brick and mortar and
it's 800 square feet of salesspace on the main floor and then
in the basement we have ouroffices, backstock, quite a lot
of backstock and a break room.
We have, I think the last timeI looked, 4,275 individual SKUs
(04:30):
and so 80% of that issupplements.
The rest is between grocery andpersonal care.
So yeah, it kind of has to stayorganized because otherwise
it's just too hard to managethat much inventory coming in,
checking in, going back stock,getting stocked out.
So it's just too hard to managethat much inventory coming in,
checking in, going back stock,getting stocked out.
So it's definitely a machinethat has to keep running to do
(04:50):
all that in addition to servingthe customers.
Amanda Ballard (04:54):
So tell us a little bit more about Mastell's
and the store and how you guysgot into it.
And I'm also curious is that anoriginal location?
Lauren Gaffney (05:06):
it is not.
In 1968 we were on the samestreet but down about a mile, um
, and then this building cameavailable.
It was an old furniturerestoration shop and so, um,
yeah, john, uh, from, I think,the original people who built
the building and we actuallyknow that family, um, so they
(05:28):
can explain.
We've talked to the son of thefamily.
They've explained some of thegoofy configuring up here.
But, yeah, this been here since1977 on the block.
Amanda Ballard (05:38):
So one thing that we always love to ask
people that are on our show ishow you got into the natural
products world, because mostpeople don't grow up thinking
that they're going to.
You know, sell supplements fora living, so I'd love to just
hear your story of how you gotinto this industry.
Lauren Gaffney (05:55):
I actually went and grabbed my job application
right before this just because Iwanted to see what I wrote.
So in 2002, I applied for a jobhere and it did say I was
interested in a healthylifestyle, but also close to my
house and close to my schoolwhere I was going to college a
couple blocks away, and thatsmall business support even then
(06:17):
evidently was important to me.
So that was a 19-year-old me in2002 getting a job here just
part, part time after school,and it was.
I mean, it was started at firstbut I just I fell in love with
it and I think the thing thatkept me interested was I love
(06:38):
the connection with people andin retail you just get you get a
new thing every day.
You get new people that youtalk to, you hear stories, you
connect with people and I thinkthat has kept it.
In addition to all the othergreat things about the industry,
I really really, really likethe people aspect of it.
Alina Hornfeldt (06:55):
Yeah, and Lauren and I have been really
close friends since about 2005.
We met right when she came backfrom doing um abroad
post-college work and was comingback until she got her job back
here at Mestel's.
At that point and we becamefriends and I guess I probably
(07:16):
always have had sort of aninterest in natural living, just
sort of I don't my mother.
It just seemed natural, um, Ithink in Minnesota the
environment's really important.
We're like the land of theco-ops.
People always say so.
A lot of that really was kind ofbaked into our culture here too
wasn't like an a weird thing orfringy as much, and so it was
(07:37):
sort of natural to hear aboutwhat Lauren was doing here at
the store.
And I was working a lot ofretail, both corporate, and also
then got into more of the smallbusiness side and really loved
that.
And so in 2017, I had been astay at home mom for a while.
It was at a crossroads point inmy life of what am I going to
do now that he's going to school?
(07:58):
And they needed someone to dosocial media and marketing
because there hadn't really beena lot going on in that
department for Mastell's, and sothey're like why?
Lauren Gaffney (08:06):
don't you just come in and you can?
Alina Hornfeldt (08:08):
update the social media and I was like sure
, no problem, That'll be great.
And the kind of retail side ofme took over from the management
point of view and we kind ofgrew together and just kind of
kept growing and evolving.
And, yeah, the people helpingpeople, of course I'm sure
everyone says that is just sorewarding.
Tina Smith (08:32):
Well, I love the part of that.
I love Alina is that Mastel'stook a chance and I don't know,
Lauren, if you hired Alina or ifyou just made a recommendation
around that.
Lauren Gaffney (08:45):
Essentially, we created the department for her
because, truly, like ouradvertising and everything, I
had taken some time off when Iwas born also, and I came back
after three and a half years in2016.
And went to the show in Anaheimin 2017.
And so it was my first showback since, I think, 2011 or 12,
(09:07):
either way, all of a sudden itwas like, oh, we need an
Instagram, like these brands,like they want to know all this.
You know our advertising.
At that point, I would design acoupon in Microsoft word and I
would send it to theneighborhood newspaper and they
would post it in Microsoft Wordand I would send it to the
neighborhood newspaper and theywould post it.
That was our advertising.
That was it.
And so it just all of a suddenit was like, nope, and we had a
(09:31):
Facebook page.
Nobody had updated it in yearsand I thought I was the
purchasing manager at that pointand we had a general manager
and I just thought I can't takethis whole thing on.
And Alina was already way moresavvy with social media, even
just in her personal life.
She was clued into it.
She was.
She's really, really good atpicking up on trends, like
(09:54):
across a lot of differentindustries.
She's a.
She's a.
Is it a bellwether canary?
How do you?
Alina Hornfeldt (10:00):
call that.
Lauren Gaffney (10:04):
Like she.
Just she knows about things.
You know, a lot of times shecan scoop our brands before they
even know, or you know the repsknow she knows the brands have
come out with new product and soeither way, yeah, definitely
created the position for her andthat was all she needed to just
take it and run with it and itturns out that, in addition to
(10:28):
being really good friends, wework well together.
Alina Hornfeldt (10:30):
Yeah, it was risk.
Tina Smith (10:30):
We were like we don't know, we'll see Well, yeah
, well.
So maybe three things that Ilove about that.
Number one Amanda and I areworking together and we're
friends, so we're hoping thatall works out too right.
So that, but also so people needto follow you.
If you are about weather, thenthey need to follow you and see
what you guys are doing.
(10:51):
I think that's a great idea andI do have people comment about
well, did you see what Mastel'sis doing?
And so that's always fun.
Can you create us somethingthat looks like this Mastel's
thing that's happening, or canwe do something like that?
So we do get requests aroundthat.
But I think the key forlearning is that Mastel's took a
(11:12):
chance in bringing someone into do this specific job, because
Amanda and I talk a lot aboutpeople want social media, maybe
from us or maybe from anotherorganization, but this type of
business is very local and youneed someone who's in the store,
who can get the pulse andfeeling of the community.
Like Minnesota is going to bedifferent.
(11:34):
You're talking about all thethings that are baked into that
culture.
It's going to be very differentfrom the people down here in
Georgia, and so it's definitelysomething to pull in a local
person who can help with thatfor sure.
Alina Hornfeldt (11:48):
And now I've realized, even as, becoming a
co-owner, it's starting to.
I'm not really ready to likegive it up yet, but like it is
starting to be like, oh man, Idon't really have time, I'm
losing touch with some of thatside of things as other jobs,
abilities have taken over andit's like, well, maybe at some
(12:12):
point it will be time for us toonce again hire a person that's
a dedicated social media person.
Amanda Ballard (12:16):
Yeah, yeah, no, I love that and you know I it
sounds like you and I havesimilar stories where I was
working at a local health foodstore and they just took a
chance on me and it changed mylife.
So I totally resonate with that.
So what led you guys to buyMastel's?
Tell us that story.
Lauren Gaffney (12:32):
We had, I guess, as of 2019, we were the two
managers and the owner hadretired right around when I
started started 2002.
So he had been pretty hands-offfor almost 20 years.
At that point, Um, and you know, I became GM in 20, the fall of
(12:55):
2019, six months later, thepandemic happened and you know,
we we closed down for curbsideand Alina and I would come in.
We closed completely on Sundays, we shortened our hours and we
would come in.
We closed completely on Sundays, we shortened our hours and
we'd come in on Sundays when thestore was closed.
And just how are we going tokeep this place going?
And, like through thatextremely stressful time,
realized how much this placemeant to us, really
(13:38):
no-transcript opportunity, thepower, the desire to keep it
going.
So we basically had to figureout how to buy a business, which
was it took every bit of almosttwo years, finding, you know,
finding bankers, finding outthat we needed bankers, finding
(13:59):
out that you know, when youdon't know what you don't know,
type of a thing.
And so we spent the next coupleof years really coming up with
a plan, presenting the offer tothe family and, mostly, you know
, giving them the peace of mindthat that their uncle's place
would be looked after.
John was very, very, very happywith, you know, with the fact
(14:23):
that it was going to be hislegacy would be continued, and
so his quote he his quote wasthat he felt like a grandpa,
that like his, his baby, hisbusiness, you know, got to keep
going and thrive.
Alina Hornfeldt (14:35):
and yeah, see it, its mission continue here in
McElfin, so yeah.
Tina Smith (14:43):
So harder.
Alina Hornfeldt (14:43):
We have.
Lauren Gaffney (14:43):
We have 14 employees oh, quite a bit harder
quite a bit harder, like really, really hard, like so many
unknowns, so many meetings, somuch of just like putting
yourself out there.
Um, and I had we're part of someindependent business, local
(15:05):
independent business groupsaround here, and I was in a
breakout group from one of thoseand in a way, it was like we
were just sort of training.
You know, we were, we wereacting business owners, we were
joe mentions, even though wewere technically just managers,
and so we were kind of testingthe waters and seeing like, yeah
, this is something I really,really want to do.
I want to be a part of thecommunity in this even more
(15:25):
meaningful way.
We've recently joined our areachamber.
That starts to get into thingswhere you can have, like you
know, influence in legislationthat affects your business.
We're talking about sales taxhere in the metro area right now
and having a voice for that,and so this is separate, really,
from the health food entirely.
But, just as business owners, Ithink we were both really
(15:47):
motivated to step into this nextphase of our life where we can
truly, truly impact ourcommunity in a positive way and
in a way that small business hasthe unique opportunity to be
able to do.
Amanda Ballard (16:02):
Yeah, I love that, and I know that there are
other people in our industrythat are in similar situations
where, you know, maybe theoriginal owner, the founder of
their health food store, isnearing retirement age and maybe
they don't have kids that wantto take on the business and all
of that.
So what, what advice would yougive to other people out there
like you that are interested in,you know, taking that step of
(16:24):
faith and deciding that theywant to carry the baton from the
founder?
Alina Hornfeldt (16:33):
Yeah, I would say we definitely reached out to
other small businesses in ourneighborhood who had been
through the process and we'relike what'd you do?
How'd you do that?
You do that.
And they're like, oh, we've gotthis guy steve, he knows all
about this stuff.
Let's give you his number.
And we were like cool, thanks.
And so it was a small, umindependent art supply store.
(16:55):
Uh, wet paint that's down fromus.
And those guys, uh, wereinvaluable.
You know, that started was likethat got that ball rolling.
Being involved in the Metro IBA,the Independent Business
Association, is how we did findour banker, which was somebody
that you are going to workreally closely with and you want
to feel really good about,because you are putting so much
(17:17):
trust in them that they'reguiding you through all the
steps and it's so much paperworkand it is so overwhelming.
So having someone that is calmand is pro and they know it and
they've done it, was reallyawesome.
So we found our banker, julie,through that group and kind of
just even going off vibes thatway too, being like I like how
(17:38):
they make me feel Like I feellike I can trust them, I feel
okay about this and just kind ofone foot in front of the other
and like let those people who'veeither understand the process
or been through the process tellyou what step is next.
And then you just have to kindof trust from there, because you
can't see 10 steps ahead.
They can maybe, but you can'tand you just have to be
(17:59):
assembling paperwork or, youknow, getting numbers together
or or whatever.
And then the hardest part, Iwould say, was that we had to do
it all in secret, which kind ofwas a bummer.
We couldn't tell the employeeswhat was, which was really
really hard for us.
I mean, we were having peoplebuild a building and we were
having people and we had to belike oh, it's insurance, it's
(18:19):
nothing, and that felt terrible,like we did not like having to
keep it from our employees, butit is kind of a requirement, so
kind of being prepared that likeit's not like being deceptive,
but if you are somebody who'sreally, you know, on a team with
your employees, you kind ofhave to be prepared to have this
big like 18 months, two years,and kind of be acting covertly
(18:41):
and just mentally prepare forthat.
So when we were finally able tobe like we did this thing, I
hope you're happy.
It's like really great whenthey were like, yay, we are so
happy, but it is a weird feelingand a weird limbo place to be
for a lot of reasons.
So that was a part of thechallenge.
Lauren Gaffney (18:56):
Yeah, because you don't know until the ink is
dry.
Things changed the night beforewith our alone that could have,
could have changed the entirething.
And there's no door on theoffice down here.
We are open the break.
You know, the kitchen's rightacross the desk from us, so
there wasn't a door that evenclosed.
So we did a lot of walks, tooka lot of walks, um, which was
(19:18):
great for the steps all right.
Tina Smith (19:22):
Well, you guys are doing a great job because, like
I said, the place was hoppingwhenever I got there.
So tell us, outside of socialmedia, biggest marketing things
that you've done, even when youweren't owners.
Like, if you remember sometactics that were key in moving
the needle on increasing revenueand profitability, let us in
(19:42):
spill the tea.
Alina Hornfeldt (19:45):
Yeah, some of them are really like simple and
obvious, but worked reallyreally well.
That I started right away,which was like a sandwich board
out front of the store, was hugeand we could see it in the
numbers even right away, likewhatever I would put on that
sandwich and say, Well, what is?
what is about mushrooms, whatdoes that mean?
And, like the conversation juststarted and it was like, wow,
away, like whatever I would puton that sandwich and say, well,
what is about mushrooms, whatdoes that mean?
(20:05):
And, like the conversation juststarted and it was like, wow,
that's so cool and so easy.
And we'd often have people onstaff that like to draw or use a
creative side.
It was something that theycould do during their day.
That was a little bit differentand, um, inspiring for them too
.
And yeah, it's been really coolto see something so traditional,
so simple and it like jazzes upyour curb appeal and it's just
(20:30):
really cute and kind of quaintfor a small place like us.
We had a lot of it.
So we still make a point, aslong as it's not raining or
snowing, to get the sandwichboard out.
And we've made some kind ofyard signs too sandwich board
out.
And we've made some kind ofyard signs too and kind of
rotate those around too.
When we were able to bring inTHC, we had a sign, obviously,
(20:50):
that we've got this.
So that was great.
And then we still do use directmail coupons, which another
traditional kind of advertisingthing that our customers really
like, and I've had new customersat the register say like I got
this in the mail and I decidedto come check you out and it's
like, oh, that's cool.
So those are some sort of likeanalog ways outside of social
(21:12):
media, that like tried and trueand the.
You know direct mail is notcrazy expensive compared to some
other forms of advertising.
And then we also always had apunch card going way, way back,
where you know you spend $10,get a punch and you collect your
punches on your little card andthen turn it in for a discount
at the end when it's full.
(21:33):
And we switched it over to adigital.
This is one like kind of modernupgrade.
We still offer the paper punchcards for anyone who prefers
that, but so many people werehappy to get the cards out of
their wallets and into a phonenumber system, loyalty system
with us that we kept track oftheir points and now we use it
to.
They can buy like swag with itwith their points.
(21:56):
They can buy a Mastell'st-shirt or a mug or they can use
it for discounts.
And even in our Google reviewspeople call out the loyalty
program and I think these days,economically, how people can be
in charge with coupons anddiscounts to maximize what
they're getting.
It's really important to thecustomers.
So I would say those are a fewways that are outside of the
(22:17):
realm of social media that we'refinding are really effective.
Tina Smith (22:21):
I love that they can buy swag with the points.
I haven't seen a lot of thathappening, but wow, your
customers, who are already loyal, are now your billboards.
And they did it on their own,like they took something
valuable that they had andthey're buying your stuff.
That's wonderful.
Lauren Gaffney (22:37):
I love that to a private label, just because our
reputation was something thatwas worthy of the Mastel's name
(23:02):
and I think it was probably 2018, around.
Then one of our reps from aformer company worked with
Reliance and we found them to be.
They just they ticked all theboxes.
They carry a lot of the samepatented name brand ingredients
that you'll find in nationalbrands, and I liked the idea of
having the private label not bethe least expensive generic on
the shelf.
It is in.
(23:22):
In a lot of cases it's sittingside by side a national brand
and we can tell the peoplethey're buying their materials
from the same place.
And so we have found that people, and you know, if they're only
buying the private label for oneparticular product, then it's a
very, very easy for them toswitch.
You know all of their stufftheir minerals, their, you know,
(23:43):
fish oils, everything like that.
They're like oh well, I canjust get that in the Mastell's
brand because I've already hadsomething from that brand that I
really like, and so then weknow, from our perspective, they
can't buy it anywhere else, youknow, so we don't have to worry
about trying to price competeonline with stuff like that, and
so I just felt really fortunatethat we were able to find a
brand that was worthy of ourreputation and that it wasn't
(24:06):
going to be just the generic.
It was going to really kind ofbe like these are the ones that
we stand behind enough to putour own name on, and so we've
really enjoyed working with themand we're growing that line all
the time.
Alina Hornfeldt (24:20):
And we just recently expanded to essential
oils.
Oh, I was going to say yeah, weexpanded to essential oils also
with a local company, um in ourprivate label in our private
label and that's been reallycool to see that just growing
little branches off of it andthe customers really responding
to it.
That's cool.
Amanda Ballard (24:38):
Yeah, that's great.
I know, Um, yeah, historically,a lot of people that end up
doing private label.
It does end up almost bydefault being the cheaper option
or the cheapest option, andit's interesting to me that
that's not necessarily the casefor you.
I actually really like thatapproach because it shows like
(24:58):
this isn't just a budgetfriendly line and there probably
is some cost savings betweenyou and like a national brand,
but if it's close, it's like ohwell, this is like really good
quality.
It's like just like a subtlemarketing hack that you know the
customer doesn't necessarilyrealize until after they've made
that purchase.
So I think that's reallyinteresting.
(25:19):
And then, from a profitabilitystandpoint, have you found that
your margins are significantlyhigher on the private label?
It's the brand recognition.
Alina Hornfeldt (25:27):
It's the brand, yeah, so important and we've
made an effort.
I took over the role ofdesigning some of the color and
font choices, things like thatand really keeping it all
cohesive with the store.
And we have like a brandingstyle guide that I use, that I
have up at my desk and I referto it for when I'm making those
choices.
And if you have like a brandingstyle guide that I use, that I
have up at my desk and I referto it for when I'm making those
(25:48):
choices, and if you have like acolor palette or a branding
story that you're usingthroughout your store to really
like lean and as long as youlike it maybe it's a time to
reevaluate that, but if youreally like it, lean on it.
So ours are like a sage greencolor and sort of using that in
the private label, in ourmarketing materials, even in
(26:10):
like our t-shirts and mugs andthings that we're doing, so that
everything kind of flows andyou get your mastels sort of
feeling even when they'resitting on your shelf.
It feels like mastels, it lookslike mastels and hopefully it
makes them feel happy and likethey want to come back to
mastels and keep shopping.
Tina Smith (26:27):
Yeah.
So what do you guys see likecoming down the pike for
marketing, for you guys Likewhat's next that maybe you
haven't done before, or thatyou're going to put extra effort
into?
Alina Hornfeldt (26:39):
Well, we've talked about a bus bench, that
we'd really like to do that, butwe haven't found one.
Lauren Gaffney (26:44):
I really want to be that's all real estate
agents and I really, really,really want one for MassTel.
Alina Hornfeldt (26:50):
Just because we don't sell online.
We're really so hyper localthat we've I was like you know
it doesn't going viral, you know, fun and interesting and
entertaining, but it'sdefinitely not a priority for us
.
We're a brick and mortar storedoesn't sell online.
We need people in MinneapolisSt Paul, twin Cities area to
find out who we are and want tocome into the door.
(27:10):
So some really hyper localadvertising that way, which,
yeah, physical advertising.
But then we're just deciding nowto partner with a local radio
station that's independent thatplays 60s, 70s and a little bit
of 80s classic hits and they'rereally cute and really fun and
(27:31):
they have a better value forradio advertising than we've
found through like iHeartMediaor big national places.
So we're really excited topartner with another small kind
of independent radio station anddo some commercials with them,
kind of speaking right,hopefully, to our people, kind
(27:51):
of leaning on that wholeindependent thing and supporting
each other has been nothing forus.
Every time we've done it, everytime we lead with that.
It's always been the bestvision, really been the best
vision really.
Amanda Ballard (28:05):
I love that you kind of have, like you just
understand your, your vision foryour store so well.
Like cause I.
It's so refreshing to hear likewe're hyper local and so why
would I care about, like youknow, someone like me who lives
in Florida following us?
It's like, yeah, sure, like youknow, followers are great, but
it's like it's not going tonecessarily make an impact on my
(28:26):
bottom line.
So I love that you'rehyper-focused on local.
I think that's really, reallysmart.
Tina Smith (28:33):
Yeah, and I like going back to.
I love the analog pieces thatyou guys were talking about
earlier.
A lot of the people in thisindependent community they don't
have a huge budget right nowfor marketing and if they're
going to make a difference intheir revenue and profitability
in order to reinvest, they needsome of these ideas of hey,
here's some low hanging fruitthat can really make a
(28:54):
difference.
We were talking to a store theother day.
We did a couple of very minorthings that cost almost nothing
for them and they've seen anincrease in revenue.
Almost nothing for them andthey've seen an increase in
revenue.
And it's just crazy how there'sall of these opportunities to
do little things to make areally big difference in your
pocket.
Okay, so I guess what is one ofthe best decisions you made to
(29:18):
help grow the business, eitherbefore or after you guys became
the owners outside of marketing?
Lauren Gaffney (29:31):
became the owners outside of marketing I
pretty unequivocally could sayjoining Infra.
We had not been eligible tojoin Infra just based on our
supplement to grocery ratio.
They made some changes about ayear and a half ago that their
board decided they wanted to tryand attract more of stores like
us, the supplement heavy stores.
They're based here in St Paultoo and so you know they're.
(29:53):
They're right here, they cancome right over to the store.
So we went through theonboarding you know the
application and onboardingprocess with them and I didn't
really understand how beneficialit would be until we started
being able to take advantage ofsome of their benefits.
The difference in pricing withKehi was just astonishing to me.
(30:17):
We had always, because wedidn't sell a lot of grocery.
We've always paid absolutelyfull, wholesale, no discounts
from Kehi or UNFI ever, and sothe first time I saw things
coming in that we were actuallygoing to have a margin in
grocery, it just blew my mind.
And then there's a messageboard that they have that's a
(30:37):
bunch of stores like us,independent stores.
We are in the land of the co-op.
I think there's only maybe twoother infra stores in Minnesota,
and so getting to see on amessage board and interact with
people who are dealing with thesame type of things that we are.
It just immediately felt likewe were plugged into a community
(30:58):
, where we weren't just out hereon our own trying to figure
this all out.
For the time, that feeling andthat support has been invaluable
.
Alina Hornfeldt (31:08):
Yeah, and I would say, just as our owner
previously was, you know, in histwilight years, elder years, he
had been hired for 20 years.
He had moved on to otherpassions and his orchard and
things like that um, we, moreand more, we're just getting out
(31:28):
there soho show, um,interacting with people, uh,
kind of introducing ourselves tothe sort of national network of
health food stores and likemeeting you guys.
It's like we had a tabletogether at soho for breakfast
and it was like, oh wait, I knowwho you.
I've heard your podcast, Likethat's so cool and it has just
(31:50):
led to more opportunities andmore collaborations and felt
really good, like we are a partof something bigger.
And that's a really coolfeeling and keeps you motivated,
coming in every day when youhave a cranky customer or
something and you're like justbeing able to, you know, have a
message board or have people yetin the industry that you can
(32:12):
lean on and they know whereyou're coming from and it just
feels.
It feels really good.
Tina Smith (32:18):
Yeah, being a business owner is a lonely life
sometimes, and two things thatyou guys were talking about both
community just now within thenatural products industry, but
also that you heavily leaned.
You do, but you've got to alsoget the the fresh information
(32:48):
from outside of our littlebubble in our world here and um.
So it's amazing that you guysyou you've done so well and I do
think that you know reachingout and networking and being
part of these communities hasprobably been a great idea for
your growth and been veryhelpful.
I can only imagine yeah, forsure.
Lauren Gaffney (33:11):
And if you have any chance to do it with your
best friend, that really helps.
Tina Smith (33:18):
That's awesome.
Okay, well, guys, thank you somuch for being with us.
We're coming to the close ofthe episode here, but we do
typically ask some standardquestions and I usually let
Amanda do it.
Are you prepared, amanda, withthe question?
She's doing that because sheknows I'm never prepared with
(33:40):
the question, so I'm verygrateful that she's my detailed
person behind me, so.
Amanda Ballard (33:46):
I'm very grateful that she's my detailed
person behind me.
So, okay, one of our standardquestions is who do you like to
pay attention to in the industryand outside of the industry, to
stay on top of all of themarketing trends, on top of just
how to be a better businessowner?
Alina Hornfeldt (34:05):
I like to be active on LinkedIn a lot.
Actually, I would say is bigcom, and I know in reading and I
actually have a lot ofnewsletters that I get.
There is a woman now I see Idon't know her name, I'm
terrible with names Melanie fromunwell has a newsletter, pretty
sure, like a sub stack.
(34:26):
That's really interesting.
I think her book was the Gospelof Wellness.
You guys can back check thatfor me.
But she has really interestingtake on keeping things
scientific and kind of holdingthe industry accountable, which
I really like.
But then also, yeah, LinkedIn, Ikind of follow everybody that I
can on there in the industrybecause I think people are just
(34:50):
kind of approaching that socialmedia with such a different
communication, collaborationvibe, as a and like kind of this
is what's happening and whatthey're excited about about
what's going on in their lives,in a different way than facebook
or instagram is more about likeI am showing you a glossy
billboard of stuff or I'madvertising, whereas LinkedIn is
(35:10):
a little more raw, a littlemore but, you know, still polite
, I guess as well too, which Ireally like.
It's not political Usually it'snot, you know about your kid
even or you know, oftentimesit's really it is work focused.
And they do say that theregenerating folks are really
interested in LinkedIn as asocial platform as well, so I'm
really interested they are usingit.
(35:32):
That's a rambling answer.
That's pretty good.
I actually like to.
Lauren Gaffney (35:38):
I, yeah, I read a lot of the local papers, the
neighborhood papers, our localcity.
I like to see the news that ourcustomers are reading, just to
kind of get the vibe and keepthe pulse of the community, just
to see what's being reported on, what's being called out.
I mean, certainly if it hasanything to do with vitamins and
(35:59):
supplements you know we seethose articles come out around
but just to read what I assumethat a lot of the people in the
neighborhood are looking at, sothat we can stay current and
understand the type of news thatthey're looking at.
Tina Smith (36:16):
That's so important too, because being an
independent retailer it is again.
We talk about it all the time.
It's so local and the big boxes, the Whole Foods and even the
Sprouts of the world they cannotcater to the needs of the local
community the same way that youguys can.
So staying abreast of what'shappening makes all the sense in
(36:39):
the world, and I have not heardanyone give us that answer yet.
So that's insightful and I loveit, yeah.
Amanda Ballard (36:49):
So kind of going back to the marketing side of
things, what do you think thatmost people in the natural
products industry would want tochange about marketing?
Alina Hornfeldt (37:00):
They probably want to get rid of TikTok.
It's what they would want to doif they could, just because it's
so frustrating, even for brands.
I always really empathize withthe come blow up on TikTok
because they're not ready andit's like, oh, it's a dream come
true.
And it's like, maybe, if youhave a backstop of millions of
(37:20):
items somewhere that, like you,were super uncool and had way
too much product and all of asudden something blew you up and
it worked out perfectly for youthat is most often not the case
.
It seems like it's smallerbrands or heritage brands
operating on a space for a longtime and then all of a sudden
they just cannot keep up andthen their social media is
(37:41):
flooded with like, oh, I justfeel for them.
I'm like, I'm so sorry likepeople are.
When people come to us and Ican't get it, I can say I'm
sorry it blew up, it was tiktok,and be like oh, yeah, okay, but
yeah, when you're the branditself, it's just so um, and
(38:03):
just the misinformation isreally sad to like come and
luckily we are in a reallyposition to uh, work with people
one-on-one and, you know, kindof dissuade them from certain
things.
Not official for them like, yeah, I mean, that's cool, it's fun,
chlorophyll in your water andif you're going to altitude,
(38:23):
like that's a great idea, butlike if you're just sitting
around in the office, it's maybenot what you need to have, but
what you know is it energy, whatare you looking to and what are
the other um stuff to talk toyou about?
So it's a fun way that itbrings people into the store.
But yeah, if I could actuallyget rid of it, I probably would,
just for the health stuff.
It's fun for other things.
(38:44):
Dances are great.
Amanda Ballard (38:50):
Oh, I love that.
So what do you think is goingto be like the most um
challenging thing that ourindustry is going to face over
the next three to five years?
Alina Hornfeldt (39:08):
I could see it going in a new age direction,
that where there's kind ofsometimes do see the overlap
with, like, the metaphysical andnew age and the wellness
industry, which can be reallycool and a really awesome avenue
for people to work onthemselves and work with a
practitioner to solve some ofthe issues if they are of a
(39:32):
spiritual or emotional nature.
But it can also like turn inthat like snake oily side of
things, where people are justtaking advantage of lonely
people or isolated people orpeople who are suffering and all
of a sudden they have thesemiracle spiritual elixirs that
have crystals or this or that inthem and I feel like it's
(39:57):
almost like a 1970s, 60s, 70sresurgence of some of that kind
of stuff where we learned a lot.
It's a double-edged sword.
I guess we learned a lot anddid see a lot of things that
were really beneficial and Ithink we will see that.
But there is that like sort ofdark side and sometimes we have
heard I mean me when I talkabout what I do every once in a
while you get that person who'slike oh, supplements, you know
(40:18):
they're all bad, like that's.
You're just taking advantage ofpeople, selling them things
they don't need and it's like,well, no, we really try to be a
very science-based and um um.
You know, let other people bekind of the um, the experts on
some of the more new age andmetaphysical um options that are
(40:39):
out there and leave thescientific supplement side to us
.
But hopefully, yeah, we don'tsee that sort of dark side, kind
of taint put a cloud over theindustry.
Lauren Gaffney (40:53):
Yeah, and I've been keeping an eye on the
Council for ResponsibleNutrition through the various
subscriptions we have, justkeeping an eye on what's going
on in Washington withregulations and really wanting
to see the industry regulatedwell to keep bad actors out and
to not unnecessarily burdencompanies that are doing things
(41:17):
the right way, and so justhoping that our lobbies are
strong enough to keep our accessto supplements as good or
better than you know the waythat we have it.
And so, yeah, just keeping aneye sort of at that government,
washington level, what'shappening with regulations and
(41:37):
Dachet and things like that.
Tina Smith (41:41):
Yes and thank you.
Please keep doing that, we needit.
Amanda Ballard (41:46):
So what do you think is some low hanging fruit
that independent health foodstores like you can take a hold
of and get some quick wins intheir businesses today?
Alina Hornfeldt (41:58):
I guess you could check in with your staff
and see if there's anything thatthey would love to be doing.
Not doing a sandwich boardearlier, like a sidewalk chalk,
and yeah, like doing this boardand letting people get creative.
A window display I remember,even in corporate retail, being
really excited when I got to doa display, like really excited
(42:20):
that I got to set the wholedisplay myself and be kind of in
charge of that.
And so, definitely using yourpeople if you're having a staff
meeting or expressed like I'm inart school or I've studied
graphic design, you know um sortof letting people's creativity
come out and like, yeah, usethat because, um, that's
(42:40):
priceless people's creativity,that they can.
You know everyone responds to afun chalk art on the sidewalk
out in front of the storeeveryone.
Amanda Ballard (42:48):
It makes everyone smile, it's it's a
great, you know, break for themto get outside and I think it's
morale too and it really doesn'tcost you anything extra so,
lastly, do you have any vendorsthat you absolutely love working
with um that support you guysreally well, and why do you have
any vendors that you absolutelylove working with that support
you guys really well, and why doyou love them?
Lauren Gaffney (43:10):
Let's see.
We have a lot, just some thatcome right to the top of mind.
True Grace, brian and Christy'scompany that they started
during the pandemic, pretty muchas soon as it came out, went to
the top of our shelves.
It's just two people who kindof they created like the
supplement company of theirdreams, you know, and that's
(43:32):
every.
It's like they got to pick thebest ingredients, do right by
everything.
Their investment inregenerative agriculture is
unprecedented and I hope it just.
We can super confidently selltheir products.
They are top quality and thatwe're supporting down the line.
(43:53):
Other missions dealt with and Ijust heard this morning they're
going to be coming through towndoing a dinner training.
They hook us up all the timeand so they're just a delight to
work for as a, as a smallcompany, though just really,
really great.
Alina Hornfeldt (44:13):
Let's see, wow, do we like?
I'm looking at my supplementsbehind me to see I would say I
still love now foods.
They're like local to us overin chicago and I've always been,
yeah, super awesome with staffsamples, which is huge for
letting people have a chance totry, and they've been.
They kind of grew up with us,um, in the whole industry.
(44:35):
They started the same year aswe did um, so when they had
their 50th anniversary they kindof had a little shout out to
Mastel's with a picture of Johnwith all the now supplements
behind him in the background.
And there was a few years ago Igot to go tour their facility
and just see their labs and howthey manufacture the product.
(44:58):
And it's just really, um, tosee them like what.
They're using their power as akind of mid-sized large company
to keep the industry in checkand like, make sure that you
know some of the amazon actorsand things and you know checking
(45:20):
to see what's in those bottles.
And it helps us on the salesfloor to say like, hey, this
company you know, yeah, you canbuy it on Amazon for cheaper,
but are you going to get whatyou think you're getting?
It's pretty much showing upthat it's able, like you can
take that risk, but I can tellyou that this supplement is what
it says it is, if you're buyingit from me.
Lauren Gaffney (45:39):
Yeah, that 30 test testing that they're doing
on supplements that they buy offAmazon has been, and then they
send us the results and we printthem out and we post them so
that we can point to people.
And it's like you know, if you,if you want to spend, save the
$5 and spend your money here,just it's a it might be a get
what you pay for situation, andso they've supported us well in
(46:00):
that.
Tina Smith (46:00):
Yeah, well, kind of speaking of that you just
mentioned, like samples for thestaff.
What does help the staff reallybe able to highlight good
products for other people?
What motivates them to do?
Lauren Gaffney (46:15):
that had the personal experience with it.
I mean, especially when you'restarting out or if you you know,
maybe you're in a section thatyou're not super familiar with,
but you know that that's theimmune supplement that you take
and that's the one that you relyon.
That's going to be the easiestone to sell to a customer
because you can give your ownpersonal story about it.
And so if companies aregenerous with their, with their
(46:39):
samples, they can get you knowthe staff taking the products.
It's not a guarantee, but it'spretty dang close that that's
going to be the one that they'regoing to pick when they're in
an aisle with, you know, maybe10, 12 different options.
And so that I have always seenis just the mark of a company
that knows what they're doing isthe one that is generous with
their staff samples.
And it's not just that we, whatthey're doing is the one that
(47:01):
is generous with their staffsamples.
And it's not just that we'regreedy and want all the stuff
for free, it's truly, I thinkit's one of on their part.
One of the best salestechniques that they can have is
get people taking theirproducts on the staff and
trainings oh, and trainings.
Alina Hornfeldt (47:16):
yeah, I would say in-person trainings.
You know there's kind of atiered level of different kinds
of trainings.
I mean expert voice some, andour staff loves that and it's a
way they can earn samples,earned and learned.
(47:37):
But also when a nationaleducator kind of makes the
rounds and comes in and we can,our staff can ask all the
hard-hitting questions and theycan really dig in deep at our
knowledge level and explain whyand their story and that always
makes a huge.
I mean, every time there's atraining, that product line is
getting a bump in sales, alwaysevery single time In the weeks
(47:58):
after it just went up, becauseall that information is fresh in
the mind and the employees areexcited and they probably got a
free product that they're tryingand it just works really well.
So we're hoping that more andmore of that keeps coming back.
Obviously, the pandemic put alittle dent in that, but we are
seeing it more and more and itreally does make a huge
(48:18):
difference for sure.
Amanda Ballard (48:22):
Awesome.
Well, thank you, ladies, somuch for being with us today.
We really appreciate your timeand uh to our listeners out
there.
If you're ever in theMinneapolis St Paul area, make
sure to stop by Mastell's.
Tina Smith (48:35):
Yeah, it's a great store, Plus, we just like you
guys.
Oh, thanks so much for havingus.
Alina Hornfeldt (48:41):
Yeah, thanks for having us.
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