Alright – so today we’ve got the honor of introducing you to Frank Giardino. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Frank thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

Many years ago it got to a point where the recycling bin was filling up way too fast. Everything these days can come in single use plastic if we let it. I found a few places near me that had certain items in bulk where you can go and take only what you need in a brown paper bag (others that only offered a plastic bag option were avoided). I still couldn’t find a place to go to refill all the items I wanted to refill (dry goods, toiletries, etc). When I moved to Jersey City in 2020 I hoped for a local option but it didn’t exist. After some research I learned about these refilleries that have been popping up around the country with the goal of helping to reduce waste, lots of refill options, and lots of healthier cleaning products and personal items that were natural, local and contained no toxins or forever chemicals. It was exactly what I was looking for. The only issue was the closest one to me was 40 minutes away. I would go there when I could but it wasn’t sustainable. So when I got laid off from my tech job in November 2022 the idea had already been brewing to start my own refillery. After a few months of research Frank’s Market & Refillery launched our website in April 2023.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I worked in the tech industry for over 10 years before making the switch to being a small business owner. I have been passionate about recycling and helping the planet ever since I was little. When I learned about these refillery stores that were popping up I loved the idea and decided to open one of my own. It’s very important to change our habits and routines to become more sustainable. It’s also important to stop trusting big companies that put products on the shelves that contain toxins and forever chemicals. We only get one body and one planet and it’s important to take the best care of them that we can – for ourselves and for the generations that come after us. I want to leave this planet a better place than I found it, in more ways than one. When customers enter our space they are greeted with kindness, a helping hand, and education. Refilling goods saves money and prevents food waste and plastic waste. Our rewashable and reusable items help reduce waste and save money as well. And our cleaning products and personal care items prevent toxins from entering our body by using more natural ingredients and avoiding harmful ones.
In terms of our products, we have lots of refill options like spices, herbs, rices, beans, quinoa, couscous, lentils, split peas, baking needs, nuts, seeds, coffee beans, teas and cleaning products too! We have a ton of reusable items like laundry balls, unpapertowels, snack bags, produce bags, round face pads, silicone ear buds, mop pads, dusters and more!
And sustainable items that reduce plastic waste like wool coasters and trivets, laundry detergent sheets, vegan stain remover, bamboo products from dish brushes to hair brushes, plant based garbage bags, party utensils, plates and cups, shampoo and conditioner bars, dog toys, soaps, lotion bars, toothpaste tablets, mouthwash tablets, natural deodorants in paper packaging, and much more.

What’s been the most effective strategy for growing your clientele?

I think this is two fold for me. One would be social media. It’s a great way to reach a lot of people from the comfort of your home. Creating authentic content is key. Be yourself, show yourself and talk about your passions. I also think education for my industry is important. There are a lot of things we think are helping the earth and ourselves that aren’t. It’s just that we’ve been tricked into thinking these things are helping by marketing and false or outdated information. It’s important to stay current, stay consistent and continue to post. And have fun! And be inclusive! People want to change and do what’s best for them and the planet but everyone moves at their own pace. Every change has a big impact! No one is perfect and sustainability is a choice. We can all make better choices one day at a time. The other way to build clientele would be to get out and meet the community. I attend farmers markets in Jersey City where I live, but I also venture out to other markets that are 45 minutes to an hour away. It’s all about understanding where there is a need and interest in what you’re offering. Be kind, find people that believe in your business and your cause, and network as much as possible. You never know where you will meet a potential customer or partner.

Any insights you can share with us about how you built up your social media presence?

Authenticity is important. Creating a brand is important too. You want your clientele, followers and potential customers to be able to recognize when a post is yours. They should know automatically. This could be using a specific set of colors, certain fonts, visually similar photos or including branding or your logo on your posts. Videos are popular on social media these days so get used to being in front of the camera. This is a difficult one for me and I know others feel the same way. But it is important to see you and feel your passion for what you do. Storytelling is a big thing too so don’t be afraid to be vulnerable. As I say all of this I also want to say how important it is to not stress about content too much. Record everything you do for your business. B-roll footage can be used over and over again. Try planning out your posts in advance. Pick specific topics to talk about or new products. Always be sharing and try to be fun and educational.

Contact Info:

• Website: https://www.franksmarketrefillery.com
• Instagram: @franksmarketrefillery
• Facebook: www.facebook.com/franksmarketrefillery.com
• Linkedin: https://www.linkedin.com/in/frankgiardino/
• Other: Tik tok: @franksmarketrefillery

Image Credits
Stephanie Giardino Amanda Sousa