BusinessWings: Why did you start an ethical supermarket business?
Christine Giles: I started researching into everything, it began with additives in food, then how meats were produced, factory farming and animal testing – everything led on from one to the next. These environmental issues completely transformed my outlook – my children were definitely my main motivation.
BW: What initial step did you take when starting your business venture?
CG: When I discovered ethical shopping and environmental resources, I decided to change my shopping habits, I told my friends and family I would never step foot in a supermarket again – they said I’d never do it.
It was really tricky – animal testing and food full of nasty additives were everywhere. My partner said why don’t I open my own fair trade shop, and so I did! Three years down the line I couldn’t imagine things being any different.
I'd advise people to start small, then you can see what your response is, as no matter how much research you do, you never truly know your market
BW: How did you financially manage to buy a shop and start a business?
CG: When I was in the army my partner and I had several houses, I used to buy, decorate and sell. We accumulated about £150,000 in the bank to put towards the business venture, so we were fortunate in that way.
BW: What advice would you give to other entrepreneurs wanting to start a business connected to ethical food?
CG: I would definitely suggest to start small, then you can see what your response is, as no matter how much research you do, you never truly know your market. We started big, however if we hadn’t had the finance we could of faced problems at the very beginning.
BW: Do you think your location adds to your success?
CG: Location definitely adds to success, picking the right place for your business should certainly be considered. Many people are ecologically aware in Wiltshire, there is a Bradford-upon-Avon fair trade group and a local green fair. We did have another shop in a less environmentally educated area which was a struggle, whereas now it’s a delight.
BW: What is the earning potential for local ethical store trade?
CG: At the moment it’s huge, and definitely profitable. Determination and passion for fair trade, perseverance, and ideal location all form great earning potentials for any entrepreneur. Because there is no alternative for shoppers wanting healthy food, local shops are constantly on the rise.
BW: How have you developed your business from when you first started?
CG: We’ve gained customer trust over the years and have been able to progress from that. We examine every company before we stock their product, and we’re finding that companies we deal with are continually expanding.
We currently deal with 300 companies, and also buy from local suppliers – people who grow and bring in their own fruit and veg. We still only have one shop, but continue to sell local organic resources.
BW: What do you feel the future holds for your business?
CG: My main ambition is to launch a Who Cares supermarket in every city! People need to experience ethical shopping, and realise the importance of it. We’re introducing online shopping in the next couple of months to get the word across, and earn more money so we can start a franchise.
At the moment we are dedicated to keeping our customers happy. We have people travelling 50 miles away to come to our supermarket, so we’re definitely getting our name out there. We also won the Wiltshire business of the year award, beating Centre Parks and the Marriott Hotel Chain.
BW: What advice would you give to entrepreneurs on how to run a successful business?
CG: When you start your business make sure you have enough financial funds and personal determination. You will come across bleak stages when starting your business, but with money and willpower you can still sustain it, and come out the other side with great success.
