Optimizing Local Marketing for a Healthy Living Market | Irem Sayyad from The Big Carrot

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All right, everyone. Welcome to today’s episode of PathMonk Presents. We want to talk about today’s guest. We have Irem from The Big Carrot. The Big Carrot is a gem in Toronto, Canada, and they have two community markets and an awesome website as well. Irem, good to have you on today’s show. How’s it going?

Irem Sayyad: Thank you so much. It’s going great. How are you?

Rick: Yeah, doing pretty good. Thank you! I gave a small intro about The Big Carrot. I don’t think I did it any justice. I want to pass it back to you and hear about what you guys do and what’s at the heart of The Big Carrot. Can you describe it to us as you would to someone new?

Irem: Of course, I can do that. The Big Carrot is a natural food market. It’s not like any other grocery or supermarket. We don’t carry conventional products but rather stick to our pillars, which are local, organic, sustainable, non-GMO, and fair trade products. It’s Toronto’s first natural food market, established in 1983. This place is worker-owned, meaning the employees who work with us run the company in a democratic way.

We have different departments like body care and dispensary, an organic juice bar, and a main store where we carry produce and grocery items. We also have two locations, one at Danforth and the other at Southwood in Toronto.

Rick: That’s awesome. And it’s interesting to hear about this co-ownership. How many owners does it have? I think I’ve read about nine on the website. Is that right?

Irem: Yes, it was founded by nine original owners. Over time, it has been passed on in a democratic way. Chairs are elected by the shareholders, and every three years, a new board is set up to make decisions for the company. That’s how it operates.

Rick: That’s really good. So, what kind of person comes to The Big Carrot? Obviously, you have a website and physical locations, but can you describe your audience in general?

Irem: Sure. Most of our audience is health-conscious, but we also attract people who support local farms, sustainability, and fair trade. Since the store has been open since 1983, we have a loyal customer base, including people over the age of 50 and their families across generations. We also have employees who have been with us for over 30 years.

Rick: That’s impressive. And it sounds like a lot of referral traffic and generational loyalty. How do people typically find out about The Big Carrot if they don’t know about it already?

Irem: Word of mouth is number one for us. People come from across the province to shop here because they’ve heard about us or shopped with us before. Our website is another key channel, along with social media and marketing efforts.

Rick: I’m not surprised to hear about the website. It’s been the digital business card for years now. What role do you think your website plays in attracting new clients? How many people visit online versus walk into your store?

Irem: The website is very important—it’s the first impression of the company. We ensure it’s updated with recent trends and events in the community. It’s a key way for customers to learn more about us and what we stand for.

Rick: Is there anything you’ve learned about what makes a great converting website, either at The Big Carrot or elsewhere? Any tools, tips, or approaches you recommend?

Irem: The first point is SEO—it helps customers find us online. Secondly, keeping the website updated is crucial. Outdated content can be off-putting. Lastly, the website should be clean and easy to navigate while representing the brand effectively.

Rick: Those are great points. Is there any tool you swear by when it comes to conversions or website management?

Irem: Yes, Google Analytics is essential for tracking website performance and conversions. We also use click-through rates and links to Instacart to see how many visitors navigate from our website to purchase products.

Rick: That makes sense. Let’s switch gears a bit and talk about you as a leader. What are your key tasks on a day-to-day basis?

Irem: As the marketing manager, I wear many hats. My day starts with planning campaigns—we’re currently working on a holiday campaign. I coordinate with departments to promote new products and ensure everything aligns with our marketing goals. I also handle social media, emails, and filming for commercials.

Rick: That’s a lot to manage! Marketing often requires juggling multiple responsibilities. Let’s move into our rapid-fire questions. The only rule is short, quick answers. Are you ready?

Irem: Yes, sure.

Rick: Text or video?

Irem: Video.

Rick: What’s the most recent video you watched and why did it stick with you?

Irem: A video about spirituality and manifesting goals. The graphics and visuals were captivating, and the bite-sized content really hooked me.

Rick: If there were no limits with technology, what’s one thing you’d want to solve to make your life as a marketer easier?

Irem: I’d love a tool that creates graphics directly from my thoughts—no back-and-forth required.

Rick: If you could automate one repetitive task, what would it be?

Irem: Refilling my coffee cup when it’s half empty!

Rick: That’s a good one. Finally, what’s one piece of advice you’d give yourself if you could restart your journey as a marketer?

Irem: Keep learning. What works today might not work tomorrow. Stay updated and adaptable.

Rick: Great advice. Thanks so much for being on the show. If someone forgets everything about today’s interview, what’s the one thing they should remember about The Big Carrot?

Irem: If you want to start living healthy, come to The Big Carrot.

Rick: That’s a great slogan! Thanks again, Irem. It was a pleasure. Let’s stay in touch.

Irem: Thank you so much for having me.

Rick: Bye, everyone!