Small Business Summer Spotlights: Growing Authentic Food & Community with the Food Garden Market

This summer, Instacart is celebrating small businesses with our Small Business Summer Spotlights series. We know small businesses are the heart of their communities, and we’re proud to help them thrive and grow. Every Friday, we’ll introduce you to one of our many small business partners, so check back each week for the latest installment.

The inspiration for the Food Garden Market did not happen overnight. “Our decision to open our unique store was not the result of a single light bulb moment but rather stemmed from our collective experience in the industry,” said Will Duran, Co-owner of the Food Garden Market. “With over 20 years of experience, we witnessed the evolution of the grocery business from basic conventional stores that offered the same Kellogg’s and other mainstream brands that could be found at any supermarket.“

Established in 2019 in the Crown Heights neighborhood of Brooklyn, New York, the Food Garden Market’s mission is to provide not only great food, but real food.

“As food enthusiasts with a discerning palate, we felt the need to create a store that stood out from a typical grocer,” continues Duran. “Our goal was to provide a unique experience and curate high-quality food and products that our customers would appreciate. This concept became the driving force behind our brand and store.”

As a part of our Small Business Summer Spotlight series, we had the opportunity to sit down with Will Duran, Co-owner and partner of the Food Garden Market, to learn more about building a business, the role that Instacart has played in supporting its growth, and how the grocer gives back to the Crown Heights community.

What has been the most rewarding part of starting, running and growing your business? 

One of the most rewarding aspects of running our store has been connecting with our customers and building relationships with them over time. It’s been an amazing experience to see people come into our store every day and feel like they’re part of our family. Bringing our vision to life has also been a significant accomplishment. Despite facing numerous obstacles and hurdles, we were able to overcome them and create something that continues to grow and thrive every day. It’s a humbling and rewarding feeling to know that all of our hard work and perseverance has paid off in the end.

What’s the most significant challenge you’ve faced as a small business owner; how did you overcome it?  

One of the most challenging aspects of running a business in New York City is navigating the numerous external factors that impact our operations. These processes can be time-consuming and costly, and time is a precious commodity for us as business owners. For example, it took us nearly a year to get gas into our store and start cooking on-site. Despite these challenges, we remain committed to providing the best possible experience for our customers and are constantly working to overcome these obstacles.

What causes are most important to your company and how do you support them?

Recently, we have been actively supporting the Coalition of Concerned Medical Professionals (CCMP), a non-profit organization that provides medical and dental care to uninsured individuals. They work with healthcare professionals who are willing to provide their services pro bono to help those in need. Additionally, CCMP organizes food drives, and we have partnered with them by allowing them to use our facility for these events. We believe in their mission and are proud to be a part of it.

How does your company give back to your local community? 

We love to be an active part of our community, and we try to participate in various events and causes whenever we can. For instance, we donate gift cards and food to community fridges and support our local community by donating gift card prizes to neighborhood block parties during holidays such as Halloween. We don’t have a specific charity or cause that we regularly work with, but we always try to lend a helping hand when there are opportunities to give back to our community.

How has Instacart helped you run and grow your business? How has it helped you compete? 

We began our same-day delivery partnership with Instacart in 2022. Since then, our collaboration with Instacart has been outstanding, exceeding our expectations by leaps and bounds. Our partnership with Instacart has not only enabled us to reach a wider customer base but has also helped level the playing field with larger retailers. Despite lacking the same level of infrastructure as these larger companies, our collaboration with Instacart has given us a competitive edge, allowing us to better compete in the market by leveraging their technology. The convenience and reliability of Instacart’s fulfillment solutions have been instrumental in helping us succeed.

What role has technology and innovation played in your company? 

Thanks to our partnership with Instacart, we have been able to expand our customer base beyond our immediate vicinity. This has allowed us to reach and help people in areas of Brooklyn and New York where we may not have been able to do so on our own. The Instacart App and reliable fulfillment solutions have given us the edge we need to offer our products to a wider audience and help those in need.

What are your hopes and aspirations for the future of your business?

Our current focus is on opening our second store, and we’re working hard to ensure its success, just like our first location. We’re excited to expand our reach and offer our unique experience and curated products to even more customers.

Learn more about the Food Garden Market here, and follow them on Facebook and Instagram. To shop same-day delivery from the Food Garden Market via Instacart, click here. To learn more about Instacart Platform and our work on bringing local retailers and grocers online, visit https://www.instacart.com/company/platform. 

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