How one greenhouse retailer grew a healthy food destinationHow one greenhouse retailer grew a healthy food destination

Hole’s Greenhouse was ready for a change. After experiencing years of success selling plants and garden supplies to the Alberta community, the owners examined the needs of their core shoppers—gardeners—to inspire their next step.

“People who are in engaged in growing and doing any bit of gardening are into healthy living because controlling what they eat is a major part of their lifestyle,” said co-owner Jim Hole. “And people who garden tend to spend less time in front of a computer screen, and value a good exercise program.”

Just like that, the idea for a healthy living retail and lifestyle center started to take shape.

Taking a note from the playbooks of European greenhouses, Hole started searching for a partner restaurant and the rest, as they say, is history. Today, the Enjoy Centre is a one-stop destination for foodie and green shoppers alike, offering a bakery, bistro, whole foods market, health center and spa, deli, and other retail outlets all in one convenient location.

At the core is a common thread of educating shoppers about their food. Hole still hosts weekly question-and-answer sessions in the greenhouse to engage visitors, and actively cultivates retail partners who are local, independent, and able to provide shoppers with a high level of attentiveness and a healthy dose of education.

“Local and organic is important,” Hole said, “so people know they’re getting better-quality products that are going to enhance their lifestyle and their health overall.” And even as the Enjoy Centre continues to grow, the one thing that won’t change is its commitment to providing patrons with a well-rounded green shopping experience. This mission is what attracts like-minded retailers like the owners of Evoolution, a boutique store offering olive oil, balsamic vinegar and locally sourced pantry items, which recently opened its second location in Enjoy Centre.

“It fits well with our brand,” said co-owner Curtis Savage. “The same people who talk to Jim about growing their tomatoes in their garden will likely be interested in creating their own delicious salad dressings to go with them once they’re ripe. It truly is a tree to table approach.”