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Grocery brands need to become educators

January 25, 2007

Over at Ecolocal there is an interesting article that highlights a missed opportunity for the massive supermarket brands (Wal-Mart, Tesco, Marks&Spencer) that are jumping on the green bandwagon with their giant initiatives to do the biggest and largest things ever. It seems like a battle that’s being fought for media reputation more than anything and has little relevance to the people going into the stores every day.

Ecolocal suggest that for these initiates and the brands behind them to have any impact, the concept needs to be driven down to a human and local level. These brands have a huge opportunity to drive change at an individual level, but they need to be prepared to educate and inform.

People need to know what they can do and how the supermarket brand can help them.

“This year, it would be nice to think that the supermarkets could tone down the green rhetoric and tune into the community spirit. Their ubiquity has made them replacement green grocers, their special offers in step with the locals purchasing habits. No one is really impressed by their worlds-largest this, or 10,0000 that nonsense. It’s detrimental to their green and ethical ambitions because it’s so unattainable and incomprehensible for most of us, and what we want from the big supermarkets is to make the big picture relevant and, dare I say it, digestible. Wouldn’t it be great if they could encourage and educate us on a more local level, store by store”

There’s clearly a huge opportunity for grocery brands to come in and fill the void, it will be interesting to see who will rise up to the challenge and who can earn consumer’s trust as reliable source.

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