Agri Leader

cations,” explains John. “We had extra property and we
were looking for a use for it. So when we identified the
opportunity of garden centre sales, we built. A friend
who owns Desert Hills Ranch in Cache Creek and Ashcroft
who grows vegetables and operates greenhouses,
provided encouragement and good advice. The garden
centres operate from March to October, basically Easter
to Thanksgiving.
In 2012 Purity saw an opportunity to expand its Merritt
store. The store’s appearance was dated, retail size
was small and the yard crowded. The retail showroom
was tripled in size, additional property was purchased
to expand the yard and garden centre, and the building
was given a new facade. Comments still come in about
what a fine store it is today.
This location sells western-wear, English and western
tack, pet food, gift-ware as well a full line of farm
and ranch supplies. “Another opportunity; no one else
in Merritt offered this,” says John. The Merritt store
is located with the equestrian in mind with its great
big parking lot capable of handling all trucks and trailers,
easy highway access and close proximity to rodeo
grounds and back country riding trails.
When asked how the farm and ranch customer has
changed, John was quick to reply, “We have seen shifts
in the focus of our customer base. My dad’s generation
of feed customers were easy to please - options were
simple – rolled or pelleted feeds, simple fertilizers and
good seed. Customers were educated but did not have
the access to information that we have today. Today’s
customers demand more options – supplements, GMO
and non GMO, organic or natural, pelleted, extruded,
mixed – options seem endless.
Many ‘hobby’ life-style farmers used to raise a few
beef. That is rare today. They are more back-yard gardeners
with chickens, perhaps rabbits or other pets,
some with horses. These are a lot easier to raise and
they are not a long term commitment. People’s diets
have changed. Also, they are willing to pay for specialty
and premium feeds.”
“Our traditional customer base, the family owned
cow/calf rancher, has also changed. In the last ten
years we have seen a large shift of ranch ownership
changed from family to corporate and foreign ownership,”
continues John. “They want the cheapest, best
buy and are strong on commodities. Their interest is
different, with less loyalty. Yet commercial ranches represent
most of our total business.”
To summarize John explains, “I would say our customers
are in three distinct categories: the home-garden
hobby farm, the commercial family owned ranch
and corporate owned ranches. The needs of our changing
customer base seem endless. However, we accept
the challenges.”
“The needs of our changing
customer base seem endless.”
The focus at Purity, whatever category is considered,
is customer service. “Purity has an amazing staff and
customer service team – 16 full-time and about 25
seasonally. The front-end people greet every customer
with a smile and a warm hello, shelves and warehouses
are well stocked with quality products and excellent
technical support.
“Our staff take a great deal of pride in what they do.
They appreciate the customers we serve and have fun
doing what they do,” states John. “The success of Purity
is not only its TEAM and team efforts, but individual
attention by each employee to make sure that Purity
Feed is the first place a customer wants to go to make
that purchase.”
The success is also evident in expansion plans again
under way – namely a major addition to the Kamloops
warehouse this winter. Best wishes to John and the
staff team at Purity Farm & Garden.
Part of the sacked feed warehouse, and (next page), the Horse
Feed Step Program bags make for a fine decor in the retail store,
and the outside heavy hardware area
AGRI LEADER » 2016
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