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It seems that being local and organic is no longer good enough.

In the escalating arms race for goodness claims, it now appears farmers have to pick and deliver their produce using bio-diesel vehicles.
 


Spotted at Rainbow in San Francisco.


Posted by Ed Cotton Things seem to be happening so fast as the  rapid change in the economy coupled with all sorts of other concerns seems to be changing consumer behavior in a rapid fashion. The suburban dream has been questioned for years, but I find it fascinating to see the European and New York city mantra of the value of neighborhoods starting to be widely embraced. One great manifestation of this comes in the form of the Seattle based Walkscore, a website dedicated to helping citizens discover the walkability of various neighborhoods.

The site explains the multiple benefits of walking.


Posted by Ed Cotton One of the most important trends to look for in 08 is the continuing battle between nationalization and globalization.

It will impact everything from politics to branding.

The power and importance of national tradition is nicely represented in a new film by the Icelandic band Sigur Ros.

Sigur Ros are one of the most interesting and enigmatic bands around; despite signing in their native Icelandic, they still manage to have garnered a massive worldwide following. Their music is a cacophony of pure emotion and atmospherics that renders the meaning of the lyrics un-important.

In 2006, after months on the road, the band decided to return to Iceland and tour the country appearing at surprise free concerts across the island.

It was a return to the brands roots and a thank you to the country that made them. The result of the tour can be seen in the documentary Heima.



The film is a stunning exploration of the band, its music and the country of Iceland as told through a series of incredible performances that take place in the most unlikely surroundings; the bottom of a fish oil tank in a deserted fish factory, outside a village church, inside a village hall, in the middle of a beautiful valley and somewhat more expected in front of 25,000 fans in Rekyivaik.

In a way, the film is a tribute to the strength, importance and resilience of local roots and tradition.

It shows the band collaborating will local musicians, brass bands and artists.

All the shows are wonderfully shot and edited in a way that seamlessly blends, band, crowd and country.  It gives you an understanding of what the band is made of and the atmosphere and surroundings that have played a role in shaping the bands’ unique soundprint. At the island concerts, instead of the expected crowds of hip Icelandic youth, those attending are multi-generational with equal numbers of starry-eyed grandparents and grandchildren.

Heima shows a Sigur Ros keen to resist the commercialism at all costs approach and remain firmly attached, committed and passionate about the island they come from.

Posted by Ed Cotton the importance of local (37.848290306973134 , -122.55437850952148) A couple of interesting examples of "local" as an important concept.

1. Sigur Ros

A new documentary from Sigur Ros about the band returning from a world tour to Iceland and seeking out small venues, so they could  re-connect with their home country and people.



2. ANA

Ad for Japanese airline ANA that appeared in September's Monocle magazine  highlighting the localness of the airline's cuisine, even down to the prefecture.



Posted by Ed Cotton Tesco's entry into the US market with Fresh and Easy stores is being watched with considerable interest.

The company has clearly done their homework to identify a "Blue Ocean" in the cluttered grocery store space.



There seems to be considerable opportunity for the concept and it could be enough to worry some players in the market.

1. 7-11- Occupies the neigborhood default space. Used for emergencies and impulse shops. Does 7-11's position diminish when Tesco enters the neigborhood?

2. Trader Joes- Occupies an interesting niche- focus on value, quality and healthier products. However, lacks the fresh foods that Fresh and Easy promises.

3. Vons- Mall based, not in the neighborhood which places Fresh and Easy at an advantage. Convenience of neigborhood offering, quality of food and lack of clutter could attract Vons customers.

It should be noted that Fresh and Easy's entry is going to be fairly small scale; it's picking markets only in Nevada, Southern California and Arizona.

However, Tesco is a financial powerhouse and if the concept appears to be succeeding, it has the potential to accelerate the expansion.