JC Stewart, Magherafelt

120 years in business and JC Stewart in Magherafelt still attracts shoppers from near and far thanks to its focus on fresh, local produce and commitment to customer service

JC Stewart Foodhall is a byword for high quality produce and as far as independent grocers go, it is up there with the finest. And why wouldn’t it be? The business has been in existence since 1894 with managing director Paul Stewart and his sister Kate Babbington now the fourth generation operating the store.

During the past 120 years, it has built a reputation for the producing and stocking fantastic local, artisan produce which continues to attract shoppers from far and wide.

Situated in Magherafelt, the award-winning store focuses on its qualities as a foodhall rather than a supermarket. Whilst customers can get everything they need for a full shop, the added value at JC Stewart is the wealth of unique products on offer.

“Our growth strategy is very much focused on high quality food as opposed to the lines everyone else has in their stores,” explained Kate.

“There’s a definite market feel in store; we try to create a buzz with eye catching displays we use a lot of old distressed timber – it’s a pre tty unique look.”

Paul and Kate are always looking at what is happening in the sector and picking up idea from shop visits and trade shows in Europe.

“We look at what other people are doing; we go to England, Dublin and Europe as we are wanting to reflect a more contemporary feel to shopping,” said Kate.

“We are differentiating ourselves as we don’t wish to be an Asda or Tesco so we have to act and look differently. We look at the likes of Donnybrook Fair and Fallon & Byrne in Dublin – we love seeing what all these places are doing.

“The big thing for us is authenticity. We are a fourth generation family business and when we say it is local you can guarantee that it is local. We are very much a part of the local community. I know the likes of multiples say this but we are the real deal.”

Kate says that the emphasis is on fresh food and this is what helps maintain custom with people visiting the store whose parents and grandparents before then shopped at JC Stewart.

Kate explains that the store’s reputation has helped to build up trust with its customers and that this is part pf the reason why they will always choose JC Stewart above the competition. Food provenance is central to this.

“All the food dishes we make ourselves contain only Northern Irish chicken or beef. There are lot of places you would think using local ingredients but they are sourcing ingredients from overseas.

Kate continued: “Our customers trust us to source locally as our food values are very clear and have been over the years. So when we launched The Market range with ready meals, including chicken bakes and cottage pies, it took off very well because we always prioritise food provenance.”

 Innovation happens in store and Paul, Kate and the team are always looking for new ideas and creating recipes in the basement kitchens that are convenience and tasty for shoppers to cook at home.

The deli is described as one of the jewels in JC Stewart’s crown and was named Deli of the Year at the Neighbourhood Retailer Awards 2013.

With hand-picked cheeses, olives, sun dried tomatoes, cooked meats, prepared salads and coleslaws – in fact there are more than 30 varieties of coleslaws and salads made every day in store.

The deli counter also offers bespoke pizzas too and the huge deli counter is a popular choice among JC Stewart shoppers.

“The deli counter is the whole width of the shop; we cook our own roast ham, turkey, beef, chickens and our butchery section is where our fresh meats are prepared. People know it is fresh and it is as close to homemade as you can get. It’s very popular with all our customers.

Whilst JC Stewart is offering fine produce throughout the store, Kate is eager to point out that just like any other retail operation, offering a value proposition is critical in today’s market.

“We are still a supermarket so we have to be price competitive and we do special offers on standard products and we work as hard at that as we can,” she said.

“Our big thing is that we have to be different and a lot of our creative effort is focusing on making that point of difference.”

Looking ahead to 2014, Kate says JC Stewart will continue to push the fresh food side of the business and continue to make high quality products as convenient as possible for time poor customers and work to make the store a destination store for shoppers from across Northern Ireland.

* Pictured top is Paul Stewart with his NR Award for Best Deli 2013