Last updated on December 21st, 2016 at 10:14 am
Fresh Thyme Farmers Market will operate 70 stores by the end of 2017 as it opens more than 20 new locations. Since coming on the scene in 2014, the retailer has opened 48 stores, with 20 new stores and more than 2,000 new hires in 2016 alone. It has locations in 10 states, including Illinois, Indiana, Minnesota, Missouri, Nebraska, Kentucky, Michigan, Wisconsin and Ohio.
“Seeing a significant change in the ever-evolving food retail industry this past year, Fresh Thyme is proud of the service we provide our customers and we look forward to continuously improving their shopping experience for years to come,” said CEO Chris Sherrell. “In addition to our continued and rapid store expansion in the Midwest this year, we also worked to create an enhanced shopping experience through the addition of our private label line and the launch of our MyThyme application.”
Expanded product line
In February, Fresh Thyme introduced its private label line to consumers. Fresh Thyme now offers more than 800 private label products and aims to introduce new categories in 2017, including wine and beer, pet, kids, bath, body and essential oils and dairy. Fresh Thyme says its products are free from more than 100 ingredients typically found in similar products.
The Fresh Thyme private label line was awarded a “gold” in the new brand category and two “silvers” in the new brand and frozen categories at the Vertex Awards, a global competition devoted to the art of private brand package design.
In November, Fresh Thyme launched its MyThyme mobile application, which provides unique offerings through rewards, a shopping list feature, digital receipts and personalized coupons. Customers can download the free MyThyme application from Google Play or the Apple App store.
The company also has launched community cultivation initiatives, identifying local organizations, schools and nonprofit groups and providing them with support through in-kind donations and fundraising events. On a corporate level, the brand supported Mission 22, an organization that raises awareness for veteran suicide. Through its second annual golf classic, Fresh Thyme donated more than $175,000 to the organization.
In addition, Fresh Thyme partnered with Vitamin Angels for the second year in a row. Vitamin Angels is a nonprofit working to end malnutrition by distributing vitamins and minerals to children and mothers in need. Customers are invited to round up their purchase at the register or shop participating products and Fresh Thyme vitamins. In the first few weeks of the “Round Up At the Registers” initiative in December, Fresh Thyme raised more than $80,000 and has helped more than 360,000 children via the initiative overall since 2015.
