Selling Lifestyle
Food is an interesting opportunity for North American social entrepreneurs. It pays to keep tabs on how our food retailers market local goods. Which is why I'm asking, have you noticed a change at the Wild Oats owned Capers?
The produce department is making the extra effort of identifying local goods and the people who bring them to us. There's even a colour coded system to help the 'buy local' challenged (namely me).
Now ... if only the idea spreads to the rest of the store ...
This article on Whole Foods and their approach to building market share may be something the folks at Capers might like to consider.
posted by Peter Rees at 9:30 p.m.
2 Comments:
Wanted to draw attention to a series written by Alisa Smith and J.B. MacKinnon for The Tyee about their attempt to eat well on the Hundred-Mile Diet.
They committed, ...
[f]or one year [they] would only buy food and drink for home consumption that was produced within 100 miles of [their] home, a circle that takes in all the fertile Fraser Valley, the southern Gulf Islands and some of Vancouver Island, and the ocean between these zones.
You might also be interested in Farm Folk City Folk.
A thank you needs to go out to Aron Bjornson, Marketing Manager, Capers Community Markets who sent along this link to "Is "buying local" the real deal?".
The paper is from the Hartman Group and the following stands out:
"As we've mentioned, the message "buy local" evokes an image and elicits an expectation of authenticity. It is no longer enough to merely sell items; forward-thinking retailers must also create, manage and sell authentic experiences if they hope to differentiate their stores in a way that has significant relevance with consumers. But, authenticity is intrinsically elusive, hard to create and, like seafood, is only good when it's fresh."
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