The return of the greengrocer

 Why local, seasonal shopping is finding its place again

Becks and Dryden Power at The Country House Greengrocer in Woodend.

Greengrocers are quietly making a comeback.

Rising food prices and a growing focus on seasonality are pushing more people to think about where they shop and what they’re buying.

In the small town of Woodend in North Canterbury, one store is leaning into it.

At The Country House Greengrocer, people aren’t just moving in and out. There’s a coffee from next door, kids with ice creams, people stopping for a chat. It’s not rushed.

Owners Becks and Dryden Power say that’s the point.

“It’s more than just a veggie shop,” Becks says.

From farming to polo to retail

The move into retail wasn’t a straight line.

Dryden grew up farming locally, between Woodend and Rangiora, before studying at Lincoln. The couple later farmed in Mid Canterbury, dairy grazing near Mayfield while their children were young.

Polo then took them overseas. The UK, then Asia and Europe. For nine years, Dryden managed polo operations for the Brunei Royal Family, overseeing staff, horses and international travel.

“You learn a lot about managing people and systems,” he says.

Becks worked across floristry and retail alongside polo management.

By 2024, the couple were ready to come home. They bought a property in Loburn and started looking for a business.

A different model

They took over an existing fruit and vegetable store on Woodend’s main road.

“It’s kind of like we bought an existing business, but almost started a new one,” Dryden says.

The changes are obvious. Alongside produce, there’s bread, flowers, pantry items and real fruit ice cream. The space has been opened up.

“Fruit and veg shops here are very practical and price driven,” Becks says. “This is more about community and just being a nice place to be.”

The idea comes from the UK, where farm shops mix produce with a broader offering.

“It’s about having more than one thing in one place,” she says.

More than a transaction

The focus is as much on the experience as the product.

Customers pick up a coffee from Three Llamas Coffee next door to enjoy while they shop. Kids sit with ice creams. People stop and talk.

“We’ve always liked the idea of having a community sort of shop,” Becks says.

Dryden says being present matters.

“It makes a huge difference if we’re in here ourselves. You can talk to people, answer questions.”

For Becks, building that connection has been part of their life for years.

“When you’ve lived overseas, you learn to create your own community,” she says.

Price and perception

The biggest challenge has been perception.

“There’s a view that it’s expensive,” Becks says. “People assume that.”

She says that’s not the case.

“We know our produce is on a par with everybody. We price check all the time.”

Dryden says their approach is different to supermarkets.

“It’s not about the deal of the week. It’s good quality, priced well every day.”

The look of the store plays into it. There are no big discount signs, and some higher-end products sit alongside everyday items.

“Supermarkets shout about their specials. We’re not doing that,” Becks says.

Not competing with supermarkets

The couple say they’re not trying to compete with large chains.

“We can’t, and we don’t want to,” Becks says.

Instead, they see it as an alternative.

“You can come in, get your bread, your fruit and veg, something for dinner,” Dryden says. “The kids have an ice cream. You don’t have to go anywhere else.”

Meat is sourced from Harris Meats and Peter Timms. Around 80 to 90 per cent of their produce is New Zealand grown, with a preference for local where possible.

Dryden says his farming background helps.

“You understand the seasonality and what goes into growing it.”

The reality

Running the business has been more demanding than expected.

“It’s constant,” Becks says. “It just doesn’t stop.”

The idea of stepping back didn’t last long.

“That went out the window,” she says.

They’ve also noticed changes in customer behaviour, particularly with fuel prices and cost of living pressures.

“People are more deliberate about when they shop,” Dryden says.

A shift back to local

Despite that, the response has been positive.

“We get really good feedback,” Becks says. “People are incredibly generous. We hear positive comments every day, and we’ve got some really lovely customers supporting us.”

For the Powers, success isn’t about scale.

“I’d like to see it become a destination,” Becks says.

Not in the sense of a one-off visit, but somewhere people return to regularly.

Places like this are offering something different. Not just price or convenience, but familiarity.

And for some shoppers, that still matters.