Kickstarting a Hyperlocal Revolution: Part I

Kickstarting a Hyperlocal Revolution: Part I

Imagine a future where anyone can go online, enter their post code and buy good, ethical and organic products from local, independent producers within a 30 mile radius of their home. 

The order is picked up and delivered by an electric vehicle powered by wind and solar. The goods are delivered in reusable containers, drastically reducing plastic waste and carbon emissions. 

The order confirmation comes with a short little video from one of the producers introducing their product with a story of why they made it. 

This is our vision at Goodery.

 We want to create a new way of doing good business where people and the planet live together in harmony. We see a path to this future by deepening the connections between conscious consumers, local business, and clean energy.

We want to make it easier for people to take care of the planet, by reducing emissions, reducing plastic and supporting organic agriculture. 

We believe that if everyone is supported, then everyone wins. But as we all know, sometimes things don’t go according to plan. 

When things go wrong..

People make mistakes. Systems break. Balls get dropped. We get it. We’re not perfect. Far from it. 

We’re a new company and we are learning how to support our customers as quickly as we can. Learn. Unlearn. Relearn.

This is why we have made the decision to create a dynamic, supportive, and scaleable customer support system inspired by technology companies in Silicon Valley. We believe a big part of our mission is doing right by people and doing right by our planet.

What’s new?

The world of customer service has gone through an incredible evolution and transformation in the last few decades. Going from friendly local service in the 50s and 60s, when everyone knew everyone and community was built around the local store, to the emergence of large call centres in the 70s and 80s—streamlining apparent productivity. To now impersonal operations, operating 24hr, around the clock, 7 days a week, 365 days a year. Chatbots. Long forms. Never getting in touch with a real human being. 

Is modern day customer support achieving what it originally set out to do? Are we delighting our customers and serving their needs at every step of the way?

Or are we moving further away from what defines us as humans…? Our shared values. Our shared, imperfect, nature. Community.

Going back to the roots. 

We believe that customer service needs to go back to its roots. People talking to people. A human you know. Someone with integrity. Someone you can rely on. 

Customer service needs to be defined by real, human relationships. Relationships that are genuine and authentic, where we are supporting each other to make decisions that create more healthy, meaningful lives.

Customer support that prioritises people. Customer support that prioritises the planet. Customer support as a means to cultivating community. 

What does this really look like?

How do you challenge a culture of disempowered people, dead-end jobs and cost-cutting operational metrics? How do you overcome the challenges and temptations of short-cutting and devaluing your priorities? 

You design a customer support system that is timely, shows empathy and helps keep the customers' needs at the forefront of every interaction. Harnessing the power of community to instigate deep, lasting change.

You can’t please everyone. But you can be kind. You can be friendly. You can do the right thing. 

And you can do your utmost to support your community and the people around you no matter what role you find yourself playing. 

You can take responsibility when things go wrong. You can make sure the customer knows they’re always right. And that you care about them more than your margins. More than your profit. 

You can build community!

We are beginning to see the first fruits, the early blossoms, of a community such as this here at home in Norfolk. One member of this emerging community shares her journey:

‘ Having moved back to Norfolk just before the covid lockdown, my partner and I were desperate to find a way to get organic fruit and veg delivered to our house. Not only has Goodery provided us with delicious food over the past 2 months, but their customer service has been impeccable. I am so glad we found them!' 

If everyone is supported, then everyone wins.  

What I have learned?

I have to admit. I am totally new to all of this. I came from a background as a youth worker and began volunteering with Goodery as a way to support my local community. 

I have learnt so many lessons along the way. And I know my learning has not finished. 

But one truth I have found is that when you make people the priority, beautiful things happen. People feel seen. Joy emerges in the mundane of linen bread bags, in the simplicity of reusable tin containers. It emerges out of less plastic and more care. 

At Goodery, we’ve made the decision to prioritise people and the planet. This isn’t going to be easy. 

Even now, in small ways, we can feel that we are already achieving that which we set out to do. Community is growing. Customers are celebrating as they are using less plastic, as they are seeing trees getting planted and as they are beginning to discover that they are just a conversation away from being supported. 

But there is so much more to come.

 If everyone is supported, everyone wins. 

Are you coming with us? We’d love to design a better future, together. 

Sign up to our newsletter for updates. Check out our local shops, now available in Norfolk and coming soon to Suffolk and Cambridge. 

I would be delighted to hear from you. Either as a customer, or a vendor or just as someone who cares about the same things we do!

Thank You.


1 comment

  • Cata

    Hey folks
    Well done. If you fancy chatting about we’re doing together here in Norfolk, you know where we are.

    Cata and Dave at Resource General Store, Timber Hill


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