Cultivating New Business
Potter Farm and Home Finds Farm Niche

Othello, WA (May, 2005) - Horse fencing has replaced Hallmarks. Wranglers retail in place of Radio Shack products. Paint options cover the once-pharmacy wall. Call it a strategic business shift, a complete "switcheroo" or a "total 180"-Potter Farm and Home has found its niche in the farm market.

Back in 1957, the Potter family business in Othello, Washington was a 1,500 sq. ft. pharmacy and hardware store. Under the operation of Scott Potter and his father, Jack Potter, the business thrived. The store's signature brands included pharmaceuticals, Hallmark cards, Radio Shack products and True Value Hardware.

And then Wal-Mart came to town.

(click to enlarge)		It was the perfect opportunity for Scott Potter to reengineer the business. Under the guidance of a consulting firm, he successfully transitioned into the farm niche. The now 19,000 sq. ft. retail area boasts the FARM MART Stores Program, farm supplies, and everything from animal feed and sporting goods to hardware and garden items. "When Wal-Mart opened the Washington Super
Center, I knew I had to differentiate," Potter said. "Grocery stores, pharmacies and auto parts stores closed-I didn't want that to be me."

December 31, 2004 began the metamorphosis. It was the day Potter closed his pharmacy and started integrating the FARM MART Program and farm-related products, working alongside Yakima, Washington-based Horizon Distribution to get it just right. Hitting the mark meant stocking farm supplies that would appeal to the area's proliferation of hobby farmers. After all, Scott said there hasn't been a farm store in the area for the past decade. What the area does have are two of the largest french fry plants in the world, Simplot and McCain Foods. Potter doesn't make much profit from the potato processors-it's their employees and hobby farmers, who flock to his FARM MART store.

"There's an independent across the street and big boxes in neighboring towns, but until we transitioned, there was a void in the farm niche," he said.

On May 14, 2005 Potter Farm and Home hosted its coming out party. With nearly 2,000 attendees, it was a grand opening for the ages. To generate traffic, Potter took publicity matters into his own hands, pitching five area newspapers on his human interest story. They all bit. So did Thunder Country 94.9 FM and La Campesina 96.3 FM, the country and Spanish radio stations that Potter wrangled in for live remotes. The coverage helped Potter reach his target markets, as did the 11,000 fliers he created to promote the event. Designed on 11" x 14" paper by Potter himself, the fliers fit neatly into FARM MART circulars distributed days prior to the		(click to enlarge)
event. Another 6,000 were direct mailed to residents in the area. Potter's efforts paid off. On event day, dozens of new customers converged on the property. Whether they were there to win raffle prizes, witness the ribbon cutting with the Chamber of Commerce or open 30-day credit accounts at the table Potter had designated to get the job done, he said it was an extremely effective grand opening.

"It was a big day. I couldn't have asked for more," he said.

Potter Farm and Home/FARM MART's grand opening was likewise a big day for members of the 4-H Club and Future Farmers of America (FFA). Potter gave the 4-H Club center stage, where young members talked about raising rabbits, among other topics. Meanwhile, FFA members worked a makeshift petting zoo in Potter's parking lot.

"It knocked people's socks off it was so cute," said Potter, who also organized a 4-H fundraiser, adding 500 hamburgers to a significant donation from Coca-Cola, one of his vendors. Lunches sold that day for $1 each and the club walked away with more than $500 in proceeds.

(click to enlarge)		Later in the day, the stage was cleared for a fashion show. Area high schoolers strutted Potter's stuff-his Carhartt, Wrangler and Dickies work clothing lines. One of Potter's employees, a retired police officer and K9 director, ran a dog obedience class while a master gardener demonstrated and a manufacturer discussed farm chemicals. "There was something for everyone," said Potter,
who didn't pass up the opportunity to peddle 12-packs of Coke at a discount price. He sold nearly 15 palettes, along with a wide variety of sporting goods, animal feed and farm supplies-his signature.

FARM MART (www.farmmart.com), is a PRO Group division focusing on helping independent farm distributors and retailers compete profitably. PRO Group is a marketing and merchandising consortium based in Centennial, Colorado.

For More Information Contact:
FOR MORE INFORMATION, Contact:
Scott Potter, Potter Farm and Home/FARM MART (509) 488-3316
Brendan Sullivan, PRO Group, Inc. (303) 792-3000
Mike Dawson, Horizon Distribution, Inc. (509) 453-3181
Ruth Furman, Publicist for FARM MART (702) 255-8288