NCG’s November 2024 Field Day campaign — which featured promotional pricing on all Field Day products (more than 270 SKUs) during the two November promotional periods — was designed to create a positive price perception leading up to the busy holiday season. The results speak for themselves: NCG food co-ops saw a 2.8% increase in customer traffic and a 7.7% increase in sales in November. Sales of Field Day products increased by 51.7% in November!

In addition, NCG partnered with North American Traditional Indigenous Food Systems (NĀTIFS), donating $0.05 to the organization for every Field Day product sold during the promotion. NĀTIFS, founded by Lakota Chef Sean Sherman, is an Indigenous-led organization working to strengthen Native foodways nationally. Through initiatives such as the Indigenous Food Lab, NĀTIFS offers training programs, educational workshops and support for Indigenous entrepreneurs to empower individuals and foster economic development. When the campaign ended, NCG and its 165 member co-ops had raised more than $139,000 for NĀTIFS.

“NCG’s promotion provides critical and timely support for NĀTIFS,” said Sherman. “We’re grateful for their work and for the contributions from their members and shoppers in helping us achieve our goals.”

“We partnered with NĀTIFS on this promotion because their work reflects some of the core values of food co-ops: concern for community and food sovereignty, or the right for people to have a stake in their local food system,” said NCG Chief Executive Officer C.E. Pugh. “NCG was also deliberate in our choice to put our most popular line of ‘value’ goods on sale and tie a donation to that, because more affordable food options rarely get discounted further. We want to send a message that not only is the food co-op a more affordable option, but when you shop with us, even if you’re on a tight budget, you get to participate in supporting positive changes in our society.”

Campaign Execution Contest Winners

NCG supported the campaign with free in-store promotional kits and digital assets and encouraged members to embrace the campaign by offering a contest to reward exceptional execution of the event. Prizes totaling $28,000 were offered across three store-size categories.

Entries were awarded up to 150 points based on a qualitative assessment of how the contest was executed, in-store and online, by a panel comprised of NCG staff with expertise in marketing, merchandising and operations. The winners in their respective categories were:

• Small Category: SLO Food Co-op, San Luis Obispo, Calif.
• Medium Category: Astoria Co+op, Astoria, Ore.
• Large Category: BriarPatch Food Co-op, Grass Valley/Auburn, Calif.

More details on these co-ops’ execution of the campaign, along with visuals, are available in the NCG Field Day NĀTIFS Contest Case Study.

Impact on Traffic and Sales

The November Field Day campaign had a positive impact on NCG co-ops’ traffic and sales, with significant lift in multiple areas. Traffic increased 2.8% in November year over year, and November was NCG’s strongest month for both total dollars in sales ($164 million) and percentage growth in dollars (9%), both driven by the Field Day promotion.

Additionally, 33 of the 35 categories that had a Field Day item on promotion saw November growth that exceeded their 2024 average. Field Day products with the greatest increase in units sold were:

• Canned beans — 177,000 extra units, 81% increase in units compared to expectations
• Canned vegetables — 115,000 extra units, 118% increase
• Baking — 70,000 extra units, 109% increase
• Pasta — 53,000 extra units, 82% increase

Field Day products with the highest sales increase were:

• Frozen pizza — 134% increase in units compared to expectations
• Stuffing — 131% increase
• Canned vegetables —118% increase
• Baking — 109% increase

NCG co-ops also sold 84% more units of Field Day products compared to non-promo expectations throughout the campaign, and sales of Field Day products increased by 50% compared to non-promo expectations in November.

Member Feedback about the Campaign

Anecdotally, NCG co-ops were appreciative of the promotion — both for the sales lift it provided and its contribution toward a positive price perception — indicating they would be excited to participate in future promotions like this. Below is feedback from co-op staff about the campaign:

“We need value, desperately. There is such a need in the community, this screams value — so incredibly what we need right now. If you told me we were doing three in a year, I would reach through the phone and hug you. This is so powerful.”
     — Chris, Lexington Food Co-op

“This promotion was a BIG success for us and helped us improve CX scores in both perceived value and lower price perception. Thank you!”
     — NCG Member

“We enjoyed promoting the campaign and would love to do another one like it in the future.”
     — Marketing Director, Astoria Co+op