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Shoppers are flocking to the new farmers' market in Roeland Park, Kan. But unlike most genuine farmers' markets, this one is located mostly inside a supermarket. With a jaw-dropping 900 varieties of fresh fruits and vegetables from 70-plus family farms, this feature is a main draw of one of the newest Price Choppers in the market, a store owned and operated by the Kansas City area's well-known Ball family.

While the idea of a farmers' market within a supermarket isn't entirely new, up until now the term has more often than not been applied as window dressing to liven up the image of otherwise fairly conventional produce departments. But from its more authentic feel via concrete floors and homemade signage, to its double the amount of typical fresh product offerings, this Price Chopper propels the concept a giant step forward.

"Produce is the driving force in the supermarket business today," notes Fred Ball, chairman of Ball's Foods. "We had wanted to try something like this for a while. The conventional supermarket isn't the same as it was 20 years ago, so we have to come up with new hooks to bring customers in."

In total, the Ball family owns 16 Price Choppers and 13 Hen House stores in the Kansas City area. As members of Kansas City, Kan.-based Associated Wholesale Grocers (AWG), the Balls say they enjoy such services as store design and merchandising, which give them an edge in this thriving independents' market.

Yet no two Price Chopper units are exactly alike—and this gives the Balls the flexibility to experiment with concepts like the farmers' market, which they've also tested in other stores, explains David Ball, who is Fred's son and president of the company.

"Every single store is different, [and] we'll continue to evolve," says David.

The chain's latest evolution is situated in a shopping center in Roeland Park, Kan., a largely working-class suburb of Kansas City. And farm-fresh produce isn't its only calling card: The 75,000-square-foot store also features some of the latest trends in Hispanic merchandising, to address the area's ethnic makeup, which is primarily Mexican. The biggest ethnic hook in the store is a tortillería that churns out 400 dozen tortillas an hour.

The Balls' latest store delivers the whole package in a sub-warehouse format that stays true to Price Chopper's low-price image. Exposed ceilings and pipes, as well as concrete floors, add to the trademark minimalist feel, as does back stock stored in open view.

But bold, clean signage and metal accents also give the store a hip, industrial look that the designer clearly intended. "Jeff Maples, the designer who works with us, is young and artistic," notes Fred. "We know not to challenge his thinking. Sometimes it's difficult for us to picture his vision until the store is complete."

In crafting the farmers' market concept, the Balls had a keen vision of what shoppers in the neighborhood were looking for, since they've operated a Price Chopper in this shopping center since the late 1970s. When they decided to do the major makeover, they sold the existing store to home improvement chain Lowe's, and built the new unit next door. The new look was unveiled last August.

Down on the farm

The format's artistic touch is prominent outside the store. Behind the exterior windows is a mural of huge photographs that conveys the farmers' market strategy. The images depict all things agricultural, from grass to watermelons to eggs. "It shows up really well at night," notes David.

The open entrance to the farmers' market is on the right-hand side of the building. The department spills out of wide garage doors that can be easily closed up at night to keep product secure. "We wanted to push the produce department more outside, to invite customers in," David explains of the design.

The outside space comes in handy for seasonal displays too, he notes. "In summer we have the fresh fruits and vegetables, in the fall we feature a pumpkin patch, in spring we sell bedding plants, and at Christmas we roll out the Christmas trees."

Once fully inside the produce department, shoppers are greeted with bold black letters in circles that spell out "Fresh." Concrete floors and homemade signage help foster the authentic farmers' market atmosphere—and also point out the values at hand, such as Andy's Candy corn at 12 for $4, and fresh Roma tomatoes at $1.29 a pound. Special deals on high-quality items known as "Truckload buys" are also highlighted with signage.

Colorful piñatas perch above produce cases that line the walls. "We placed the piñatas here to add more color, but to also fill space," notes David. "We've been selling 50 to 60 a week. People buy them for birthday parties and other special events."

Price Chopper constantly refreshes the farmers' market atmosphere with movable cases and display tables. But one thing that stays the same is the breadth of selection. Front and center are Price Chopper's "triple inspected" fruits and vegetables in peak season, piled sky-high in displays. Price Chopper works with at least 70 family farmers located within 200 miles of the Kansas City area, explains David. Through exclusive deals, the local farmers supply Price Chopper everything they grow.

The produce selection also includes a large variety of ethnic items, including yucca root, or cassava; avocados; and various peppers.

Shoppers seem to be stocking up regularly, as produce sales have easily hit double-digit percentages of total store distribution, and continue to steadily climb, say the Balls. Among Roeland Park regulars, even local chefs come to check out the store's unusually large and varied assortment.

Like produce, the other fresh departments are purposely located at pivotal points in the store, notes David. "At every focal point we like to hit shoppers with something exciting and fresh."

In the service meat and seafood departments, for instance, customers are treated to a tempting selection of thinly sliced, marinated meats prepared especially with Price Chopper's Hispanic clientele in mind. Price Chopper also dedicates an entire case to chorizo, the traditional Mexican version of pork sausage.

The fresh service poultry also does well with Hispanic shoppers, and non-Hispanics, too. "We started doing that with Hen House," says Fred. "The chicken is delivered within 24 hours."

Price Chopper fortifies its ethnic emphasis with chicken feet, turkey necks, and other fresh poultry delicacies, as well as beef tongue, beef heart, pork neck bones, and other exotic cuts.

Latino flavor

While the meat selection is certainly a strong suit at Price Chopper, perhaps the biggest ethnic-related draw is the tortillería, located amid the meat, deli, and bakery departments. The tortilla-making machine is a new venture for the Balls, but one that's already bringing in new shoppers and adding to rings.

As for the new fresh tortillas that it churns out, "We sell out every day," says David. A line of customers begins forming at the machine around lunchtime and rarely slacks off. The machine makes 400 dozen tortillas an hour, and is usually manned by six teammates. A 36-count package sells for $1.79. Both corn and flour tortillas are available.

If customers don't want to wait in line, they can pick up pre-packaged store-made tortillas or other packaged tortillas, including La Comida, Mission, and Guerrero brands, in the deli/bakery area.

It is just the latest program in support of the Balls' long-standing relationship with Hispanic consumers in the market. "We've been catering to Hispanic shoppers for 20 years," says David.

Price Chopper's flair for ethnic merchandising continues in the center store. An aisle dedicated to shelf-stable Hispanic items includes rows of candles, piggy banks imported from Mexico, cotton candy, and even Mexican versions of popular U.S. products such as Coca-Cola.

The store also features an "Authentic Chinese" section with staple shelf-stable items.

Another Asian twist—but one that's much more mainstream—is the Rice Garden restaurant located adjacent to produce. The space is leased to Rice Garden, a chain based in Los Angeles that operates primarily with supermarkets. Price Chopper works with Rice Garden in other stores as well, and the Balls say they have been pleased with the "fresh Chinese" the company produces.

Of course, Price Chopper provides its share of fresh prepared foods, too. The bakery and deli selections are similar to what are offered at Hen House, says Fred. Among the main features: a fully stocked salad bar, Mollie B's gourmet muffins (named after Fred's mother, Mollie Ball); and tres leches cake and other Hispanic baked goods from Rich Products.

The Balls' stores are known for their fresh baked goods, which are prepared in the company's own bakery commissary. Pies, bagels, and croissants are just a few specialties. The commissary is located inside Tippin's Pie plant, which is also owned by the Balls and produces pies for their stores, as well as for other retailers across the country.

Healthy reputation

In addition to its bakery prowess, Ball's Price Chopper has built a reputation for everyday low prices. Customers enjoy daily deals through their Chopper Shopper card, Price Chopper's loyalty program.

But equally important is the reputation the Balls have built on service, and their in-store pharmacies are a prime example. The Balls operate pharmacies at 19 Hen House and Price Choppers, including the Roeland Park store.

"I really noticed the service at Price Chopper's pharmacies," says pharmacist Carey Bowers, recalling what drew her to Price Chopper when she was looking for her first job after Kentucky University's pharmacy school. "The pharmacists knew patients' names and called them back if they were out of an item."

Now she's enjoying being part of that culture. "Customers will call us just to tell us how their doctor's appointment went." And yes, there are plenty of other future graduates who are asking about jobs here, she adds.

Near the pharmacy, the health and beauty aids section has been expanded. It fits in with the company's latest strategy to stay competitive with drug stores, supercenters, and other nontraditional competitors, explains David. "We are definitely looking at expanding both HBC and nonfoods. I think this is a real key ingredient for us to stay competitive in the environment where we compete right now. It's going to be one of the company's main focuses in the coming year."

Another fairly new feature at Price Chopper is the checkout setup, with cashiers now working in back-to-back checkout lines. "We use the back-to-back lines for several reasons," explains David. "We can get more customers in smaller places, and the cashier can ring up items more easily. They also help prevent bottom-of-basket loss."

Price Chopper also provides four self-checkout lanes supplied by Dayton, Ohio-based NCR Corp. "We consider them another option for service," says David. "We've noticed that other retailers [besides supermarkets] are helping to improve the awareness of self-checkout."

To be sure, the Balls are not oblivious to what the other retailers around them are doing. They recognize the growing challenge of nonfood competitors, for example, and see the need to continually evolve. And they frequently check out stores around the country for new ideas and inspiration. (Such far-flung store tours inspired the farmers market initiative, they admit.)

Still, the Balls are proud of their niche in greater Kansas City, and are quick to credit their wholesaler for much of that success. "This is a strong independents' market because of AWG," says David. "They really give us a competitive advantage."

That independent spirit may be just what they need to continue keeping up to date in Kansas City.