Valley Farm Market

January 7, 2019
Tremendous beer selection brings diverse clientele to local market.
For years, Valley Farm Market in Bethlehem has been known to provide some of the freshest produce in the area, but recently, it’s also become known for something else: beer. The second-to-none beer selection at this local grocer is well-kept by beer manager Mikey Malone, who filled us in on how it has become a go-to beer spot.
Heady Times (HT): Is your customer base different from that of the grocery store?
Mikey Malone (MM): Oh yes, we have our own beer customer base. We’re a beer destination; people know we bring in good stuff. The other day we had a few guys shopping around for over an hour and they ended up buying 15 6-packs!
HT: How do you keep the store shoppable with such a large selection?
MM: We are always adapting and trying new things in order to best serve our customers. In nearly three years, we’ve changed the store layout more than three times. It’s all about finding a format that works at that time, and then changing as needed.
HT: How do you get the word out about your selection?
MM: We are listed on Untappd as a business. Every time we get a beer delivery, within an hour, the beers are uploaded to the app, and people are notified instantly on their phone. We always have a spot in the weekly local circular in the Morning Call. We have two pages for our beer selection. I decide which products to feature and include notices about upcoming samplings.
HT: Is there a downside to carrying such a large selection?
MM: You have to make sure the rotation is always right. To prevent the beer from sitting and getting old, we don’t over-order. We map out the end cap displays and we keep a good mix of seasonal and core beers. Sometimes we have to discount beers that haven’t sold as well as expected, but we usually still make money off them. • 1880 Stefko Blvd., Bethlehem • 610-867-4600
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