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Pete Luckett

Turning Buyers into Believers

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Pete Luckett: Turning Buyers into Believers

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Pete is a born entrepreneur. At age 14, he saw opportunity in the sights, sounds and flavours of England’s busy outdoor food markets. Part theatrical sideshow, part business-savvy--Pete saw a perfect niche for his gregarious personality and produce know how. He learned how to stand out in a crowd by offering excellent quality, unique products and a fun, exciting shopping experience. He everyone by name, treated them like the good friends they were, and his customers never left Pete’s stall without knowing something new, trying something new, a full basket and a smile on their face.

Like all business adventurers, his early success encouraged him to push the boundaries and test the waters. He crossed the Atlantic in 1979, spending several years exploring culinary experiences all over the world. With a new global perspective he was ready to settle down and take Atlantic Canada by storm. He grew from a single retail outlet in New Brunswick in 1989, to one of Atlantic Canada’s best known and loved brands…Pete’s Frootique.

Pete launched in Nova Scotia in 1992. Today,  the new and shortened brand:  “Pete's”  is a multi-million dollar retail and wholesale operation with three locations: Bedford, Halifax and Wolfville, Nova Scotia.  Whether it's new business challenges, or displaying perfect produce, Pete keeps it fresh! The locations are open concept, with distinct destinations specializing in deli, produce, bakery, meats and fish and more. Each destination offers well-trained employees who know their customers by name and treat them like the good friends they are.

Pete relentlessly markets his brand as a media personality, hitting multiple touch points, while always educating his public. For over 12 years Pete appeared on the national television program, Midday, where he extolled the flavour and health virtues of exotic fruits and vegetables. His weekly newspaper column and books feature exciting recipes. His food adventure television series, The Food Hunter, aired internationally and enticed consumers from the comfort of their armchairs.

Pete launched a brand new adventure on July 1st, 2011. Following years of planning, Luckett Vineyards is open for business- bottling unique varieties of wine that thrive in Gaspereau Valley's special maritime micro-climate. While the challenges and risks in this industry are many--this new product with only grow better with age! Cheers!
Turning Buyers into Believers – How to create Raving Fans!

“Whether you’re selling lemons or Lamborghinis,You’ve got to turn your buyers into believers.”
Pete’s remarkable success in business can be narrowed down to one key insight - buyers buy on price, but believers buy on emotion. From his early days selling tomatoes at an open-market fruit stand, to the expansion of a produce empire, Pete never fails to wow his customers with an experience that compels them to return – again. And again. He now wows his corporate audience with the same zest and appeal.

Pete explains that as he moved from wooden produce cart, to bricks and mortar, to multiple locations, he never stopped investing in the intangibles that elevate a commodity exchange into an adventure. Customers of the Pete’s experience believe grocery shopping is an event, an outing, something to look forward to. From the store design and merchandising, to staff training and  media relations, every touchpoint reinforces Pete’s as a destination for community, friendship, and culinary exploration.  Pete established a brand experience for his customers that is distinctive, memorable and cannot be replicated by his competition.  Sound good for your company or organization?

Destination Workplaces – A Place of Choice!

"You can’t be a great place to shop until you are a great place to work..."
In today’s consumer-driven marketplace, it is critical for businesses to understand and respect how much power lies in the hands of frontline staff. From a one-man band to an employer of over 450+ staff, Pete's grassroots approach to employee training will help you examine your mentoring techniques and immediately implement new ideas in your business. Take this opportunity to turn the tables and focus on serving your employees and their unique needs. Sew the seeds of success within your staff--and grow a healthy business!  “Customer service is about doing your job. Customer care is about loving your job,” says Luckett.  Build a destination workplace that retains and motivates the true ambassadors of your brand!”

The Gift of Change: Embracing Change and Challenge

"The place where your greatest fears live is also the place where your greatest growth lies."
Probably the most exciting and daunting part of business is that it is always changing. Just when the ground feels solid beneath your feet, the winds of change upset the apple cart and you’re left scrambling. Let Pete Luckett, Canada's street smart entrepreneur demonstrate how to take the positive aspects of change and make them work for you! The produce industry is ever-changing with products literally dying by the second! How does Pete keep up? Through innovation, openness and forward thinking--three cornerstones that can help you become grounded (but not buried!) in change. As far as Pete’s concerned, resisting change is a recipe for failure. “If I resisted change,” says Canada ’s favourite green grocer, “I would still be pitching fruit from a single stall in Nottingham Market.”  Change has been my greatest gift.”  Pete encourages companies to embrace change and develop a readiness to involve employees in the process. Remember, good companies manage change. Great companies create it!

Merchandising Mavens, Magic and More!

"As my father always said, if you can make 'em smile while you take their money, you've got it made!" - Pete Luckett
Pete’s customers don’t “shop” as much as they “congregate.” And every retailer knows the longer they shop, the more they buy! Ambiance, artful displays and a maven to oversee it are the basic of a killer merchandising program. An enticing customer experience with bold style displays and new product concepts will leverage consumers purchasing habits. Join master marketer, Pete Luckett as he shares how he makes his customers feel the WOW!! As one of Canada's leading independent retailers, Pete has transformed grocery shopping from mundane drudgery into a highly entertaining experience--where every display is a feast for the eyes and a tantalizing array of colors, textures, and fragrances.  Your customers will be more likely to purchase what they came for, and much more.
"Pete Luckett remains a very important component of our annual conference and training sessions. Pete has made five or more presentations to our group over the years and all participants continue to tell us to bring him back for more through our evaluations. We are looking forward to tales of his travels to strange lands at future presentations.”
Federated Co-operatives Ltd.

"Pete on behalf of all of our Regional group, I would like to express my thanks for a fun, informative and educational experience. It was truly a great ending to our event. I know you sent the gang back to the field high with anticipation and good feelings.”
Westmont Canada

"I was so pleased that you were able to make the connection to the turfgrass industry and tie your speech together in a very entertaining manner. We received alot of favorable comments about your talk and it was a great start to our conference.”
Atlantic Turfgrass Research Foundation Inc.
  1. Author of  three best-selling cookbooks.  Most recent is entitled,  The Greengrocer's Kitchen: Fruit & Nuts, published in 2001
  2. Awarded the Canadian Independent Grocer of the Year Award in 1999
  3. Atlantic Canada Entrepreneur of the Year, 1996
AgriPoint International Inc.
Alexander Richardson Inc.
Alberta Farmers" Market Association
American Landscape & Nursery Association - US
Aramark Canada Ltd.
Assante Financial
Association of Independent Schools
Associates Wholesale Grocers- USA
Atlantic Building Materials
Atlantis Creative Group
ATV/CTV Sales Team
Bc Fruit Growers Association
BC Lotto Corporation
Big Dog Solutions
Buy-Low Foods
California Association of Nurseries
Campbell Soup Co. Ltd
Canadian Council for Advancement of Education
Canadian Health Food Association
Canadian Oil Heat Association
Canadian Museum Association
Canadian Institute of Plumbing & Heating
Canadian Farm Business Management Council
Centre for Entrepreneurship Education & Development
Coca Cola
Coleman`s Food Stores
Compass Group Canada
Crosset Company
Cumberland Development Corporation
Department of Forestry and Agrifoods
Department of National Defense
DDB Public Relations
Eurest Support Services
Farm Credit Canada
50 Plus Expo
Florida Nursery & Landscape Association
Florida Nurseryman & Growers Association - US
Food Marketing Institute
Giant Foods
Garden Centre Association - UK
Grocery Innovations Canada
Greater Charlottetown Chamber
General Motors of Canada
Hansard Association of Canada
Harold Lloyd & Associates
Halifax Port Authority
Institute of Law Clerks of Canada
Indianapolis Fruit Company
King"s Edgehill School
King"s Physiotherapy Clinic Ltd.
Kerr Controls
Landscape Alberta Nursery Trades Association