The Elk Store
Adapting and Innovating During COVID-19
by Elise Ferrarese
The Elk Store is a small general store and deli in the town of Elk (population 250). In the days before the county order was issued, there were loads of tourists in the store telling us they were “escaping” the Bay Area because of COVID-19. The weekend of March 14th and 15th, business was up significantly, and we and our staff were feeling unsafe with the influx of people coming into the store from around the state and the country, especially given the long incubation period of the virus and the high percentage of asymptomatic carriers. We were one of the first businesses on the Coast to close our doors to customers because of the pandemic.
One of our biweekly takeout dinners: house-smoked ribs, roasted brussels sprouts, and baked beans.
We closed the store at the end of that weekend and took a few days to determine our next steps. Within days, we had to lay off all of our staff except for one. This was a difficult decision because these people are some of our dearest friends. Everything began changing really fast at that point, and it’s kind of a blur. One thing that is clear: our net sales for April are down by about 70% when compared with the same time period last year.
Let’s back up a bit. Grocery margins are notoriously thin during normal times, because large national chains like WalMart, Target, and Safeway have huge market share and buying power. They dictate prices, and as an industry they also drive down costs by paying their employees minimum wage. Grocery net profit margins are typically 1.5-3%. This presents a challenge for small markets such as ours.
Our approach has been to focus on locally-made foods and specialty products, organic staples, and of course, our famous deli sandwiches. We strive to pay our employees well, recognizing that they are our top asset and this is an expensive place to live. Our business is about community—supporting other local businesses, supporting Elk families, and supporting the Elk community. We have invested everything we have, living and raising our kids here. We love this community.
Prior to COVID-19, most locals would pop in for an occasional sandwich, a dozen eggs, or a bottle of wine, but we weren’t viewed as a one-stop shop. There are a number of locals who have prioritized supporting our business over the past five years by adding us to their regular weekly shopping stops, and we appreciate them very much. But the truth of the matter is, our income depends heavily on tourism. And now that that has been removed, we need more locals to ramp up their support and change their shopping habits. One of our distributors reports that the bigger grocery stores along the coast have had large buying surges and steady local support. This is to say that those stores will manage to get through this crisis. People will continue to shop there. But a small store like ours is barely coming up for air right now. If you want to see The Elk Store survive, please act now. From what we can tell, the government aid packages aren’t going to save us. It’s up to all of us.
The Elk Store in Elk, California
We have implemented stringent measures for community health and safety. We recognize that we are serving an older population that is at high risk of complications from the disease. Because we are such a small space, customers and vendors are no longer allowed inside. Sean and John are the only people who have been in the store since March 15. They receive all deliveries outside and remove products from outer boxes before bringing them into the store. Masks are worn and hands are washed frequently.
We have set up online sales and are in the process of getting all of our inventory entered into our online marketplace. You can order online by visiting theelkstore.com. We have fresh produce, hormone- and antibiotic-free meats, cheeses, pantry staples (including yeast!), personal care products, beer and wine, and much more! Our prices are competitive. If there is something you’d like but don’t see on our website, please email us and we will do our best to serve you. Groceries can be picked up curbside or delivered on Mondays, Wednesdays, and Saturdays.
We are also making dinners two days a week (Wednesday and Saturday, $20 per person), featuring our house-smoked meats. Order online anytime before noon the day of pickup.
We are particularly proud of our community for coming up with an innovative way to support our business while helping those experiencing food insecurity in Elk. We are working with the Greenwood Civic Club, the Greenwood Community Center, and the Mendocino Coast Children’s Fund to spearhead an effort to put together food boxes for local families in need. We are working closely with this group to help order, provide, and re-package food and to help reach out to locals in need. Please email if you live in Elk and have a need (your information will remain confidential). To make a donation to the Greenwood Civic Club to support these efforts, contact thelittletownthatcan@gmail.com.
Retired Mendocino County Sheriff Allman famously quipped that when he needed something done, he’d ask someone from Elk. One of our friends referred to Elk as “the little town that can,” because this is a community that steps up when there is a need. We need you now.
You can make a donation on our online marketplace (theelkstore.com) if you would like to help us out. Or you can mail us a check to The Elk Store, PO Box 16, Elk CA 95432. This situation is constantly evolving—check our website and social media for our latest updates. Contact us at elkstoreca@gmail.com.
