* * NRV Homegrown encourages local shopping

The concept of local shopping is in the DNA of most folks around here. We all know that when we buy from a big box store or an online store, most of that money goes far, far away. But when we buy locally, that money stays here, where it belongs.

It is with that thought that five local entrepreneurs, John Wilburn, Mike Donnelly, Lea Wall, Marie March and Stacy Martin got together a couple of years ago to do what they could to turn the tide. From their efforts emerged an organization called NRV Homegrown. And their idea is working! Have you seen that red and black logo on the door of a local business, where two squirrels back to back with their tails forming a heart? That’s a NRV Homegrown participating business.

I dropped in on a board meeting to get a better understanding of the goals and progress. Marie said, “I found a program in Asheville, North Carolina, that we initially mimicked. We wanted to do something but we couldn’t wrap our brains on how to get started and make it work. We got a consultant from the Asheville Grown Business Alliance to teach us how to move forward.”

She described how their program was more central to Asheville, but because our population here is more disperse, the NRV group needed to go more regionally, to include Floyd, Montgomery, Pulaski and Giles Counties and the city of Radford.

The whole goal was to help locally owned independent businesses to thrive. It gives these businesses, many of them quite small, more visibility in the market. Someone looking for a new restaurant, a plumber or salon or pet care, can find exposure through the NRV Homegrown alliance.

NRV Homegrown has put considerable effort into its organizational structure, including operating manuals, directories, and a website. Sarah Vogl is the website administrator and media specialist, and is the glue that holds the organizational structure together. The organization already has 250 participating businesses.

The consumer buys a membership card for $20, good for a year. With it, he or she receives discounts on products and services of membership businesses, with those discounts specifically selected by the businesses.

Folks at the table gave me several examples where consumers have paid for their card with a single purchase. For example, if you buy a lawn mower from a participating business for $300 and gets a 10% discount, that’s $30, already more than you spent on the card. If you buy $7000 worth of furniture or appliances, you can save $700, far more than your initial investment. Wow!

The participating businesses like the program and are willing to give discounts because they want to support an organization that supports them. And they want shoppers walking in the door.

One unexpected aspects of the program is the interaction with local public schools. NRV Homegrown makes member cards available to student groups trying to make money. When a new member is signed, the student group gets a cut. For example, rather than selling roses or candy, made elsewhere, they can sell the card. But even better, explained John, “It inculcates the students to the idea of buying locally. It also fosters an entrepreneurial spirit, helping them understand that they can open their own business. Kids don’t have to leave the area to be successful.

Caroline Mora said, “When I grew up here, I thought this was a black hole. So I moved away. But I always wanted to move back. Kids don’t realize the opportunities until their eyes are opened to it.”

NRV Homegrown is targeting 1000 businesses or more, and businesses are calling to be added every day.

Local entrepreneur Stacy Martin says having the directory to give away in his retail store encourages tourists to shop locally while they visit here. “When a shopper was looking for a place to eat recently, I showed her the participating restaurants listed in the directory. It brings attention to places that are often left out.”

John added, “We are not anti-Amazon or the big box stores. We are pro-local. We want people to think about going local when they can.”

Caroline said, “This process has shown me how many sincerely good people there are in this area. It’s changed my mind on who business owners are. They are people who have a dream and are working really hard to be successful and give back to their communities. It has reinforced my beliefs in humanity.”

Marie said, “We’re a group of strong personalities. But we’ve been able to work together in our roles without infighting or bickering. We’re working together and we’re all passionate about the cause. We believe in our mission.”

John said, “People seem to know innately that buying locally is good for the community, good for everybody.”