Small Business Summer Spotlights: Creating Strong Community & Empowering Employees with Yoke’s Fresh 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. On Fridays, we’ll introduce you to one of our many small business partners, so check back each week for the latest installment.

Yoke’s Fresh Market is no stranger to the grocery industry. For over 70 years, the neighborhood grocery store has always made guests its first priority. 

“We serve our communities with a promise of not only having the best products at fair prices but creating a better experience, in and beyond the store,” says John Orton, Yoke’s Fresh Market’s VP of Marketing. 

The original founders of Yoke’s Fresh Market, Marshall and Harriet Yoke, opened their first 2,500 square-foot store in Spokane, Washington in 1946, starting decades of growth and expansion. Later in 1992, owner Chuck Yoke proudly sold the stores to his employees – paving the way for employee-owned enterprise in the Pacific Northwest. Now located in Washington, Idaho, and Montana, the longstanding market has continued its tradition of employee ownership. 

As a part of our Small Business Summer Spotlight series, we had the opportunity to sit down with John Orton to learn more about building a business, the role that Instacart has played in supporting Yoke’s Fresh Market’s growth, and how the grocer gives back to its community.

What’s a challenge you’ve faced? How did you overcome it?

Over the last seven decades, one of Yoke’s Fresh Market’s challenges was navigating the ever-changing market conditions and increasing competition. On a business level, we took a proactive approach to tackle this challenge head-on. We made sure to stay informed about the latest industry trends, keeping a close eye on consumer preferences. Regular market research became our best friend, allowing us to identify emerging opportunities and adjust our business strategies accordingly. 

But that’s not all. We also focused on the human side of things. At Yoke’s, we believe that exceptional guest service, unique product offerings, and creating a memorable shopping experience are the keys to standing out and differentiating ourselves from the rest. So, we put all our effort into providing the best for our guests. 

Can you tell us a bit more about your employee-ownership model?

Our employee-ownership model is at the core of our business, and it’s been driving our success since 1992. We truly believe in the transformative power of employee ownership – it fuels the passion and drive within our workforce. 

You see, we don’t just view our employees as ordinary workers. They are the heart and soul of our company, and we invest heavily in them. We are working to build the next generation of leaders of our company. We’re always on the lookout for visionary individuals, and we use innovative approaches to hiring to find those who will magnify our legacy and contribute to the growth of our community.

To help show our team’s dedication to an excellent customer experience every day, we proudly display our team values throughout our stores. This helps us share our team culture and commitment with our guests, showing them that we’re all in this together. 

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

We take great joy in promoting social responsibility because we believe in giving back to our community and making a positive impact on the lives of families around us.  

Several causes hold the utmost importance to us. We support organizations and programs such as Second Harvest, Sacred Heart Children’s Hospital, Vanessa Behan Crisis Center, and our local “Christmas Wish” fundraiser, just to name a few. We passionately contribute to these causes by organizing annual food drives, extending a helping hand to local schools, and actively engaging in initiatives that make our communities better places for everyone. It’s our way of showing our commitment to social responsibility and making a meaningful difference in the lives who need it most. 

How does your company give back to your local community? 

At Yoke’s, giving back to the local community is at the heart of our values. We believe in making a positive impact and organizing various initiatives throughout the year. One of the ways we do this is through our annual food bank drives.  We have two notable ones: the “What’s for Lunch?” fundraiser and the heartwarming “Season of Giving” food drive during the holidays. These drives allow our customers to purchase pre-packaged brown bags filled with essential items, making it easy for them to contribute. We also have an in-store “round-up” program, where spare change is donated to the nearest dollar. Every little bit counts!

Outside of supporting food access, we’re also proud hosts of an annual golf tournament that has been supporting the Sandpoint Athletic Department for over two decades. This event benefits the youth and sports programs in the Sandpoint, Idaho, community, and we’re honored to be able to contribute in such a meaningful way. 

We are currently in the process of re-launching our eScrip program, which empowers customers with a community card. Through this program, they can choose a local organization and donate up to 4% of their monthly grocery total. It’s a fantastic way for customers to support their favorite causes continuously. Together, we’re working towards creating a stronger, more compassionate community.

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

Our partnership with Instacart has been instrumental in taking our business to the next level. It has allowed us to extend our reach far beyond our brick-and-mortar store locations and tap into a broader customer base. This has led to increased sales and a stronger market presence. 

In this digital age, competition is fierce, and embracing Instacart has given us a competitive edge. By providing our customers with a seamless online shopping experience, Instacart enables them to order groceries from the comfort of their own homes conveniently. It has opened up new avenues for us to engage with our customers and meet their evolving needs. It has also enhanced our operational efficiency and helped us stay ahead of the curve. 

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

As we look ahead to the future, we have ambitious hopes and aspirations for our business. One of our primary goals is to continue expanding our brand’s presence to communities out west.  We want to reach even more people and bring the Yoke’s experience to new areas. 

But our aspirations go beyond just physical growth. We’re resolute in our commitment to investing in our exceptional employees because they are the backbone of our organization. Since embracing employee ownership, we’ve seen firsthand the power of a shared vision. We want to continue creating a workplace where innovation, collaboration, and fulfillment thrive. Our employees are key to our success and we want to empower them to reach their full potential. 

Looking ahead, we’ll remain steadfast in our dedication to upholding the values that have guided us from the beginning. We’re confident that with our incredible team and unwavering commitment, we’ll continue to achieve endless possibilities in the future.

Learn more about the Yoke’s Fresh Market here, and follow them on Facebook and Instagram. To shop same-day delivery from the Yoke’s Fresh 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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