Make Marketing History

The views of a marketing deviant.

Friday, May 26, 2006

I Ain't Gonna Shop At Farmers' Markets No More?

A piece in the New York Times raises some interesting issues in a passionate arena.

It shows how a "brand name" such as organic can only have traction when it is not an easily applicable tag. It must reflect and live its underlying values or run the risk of becoming commodified. As soon as the customer senses, even belatedly, that they're being unwillingly conned, you've lost them.

That's hardly news, but the idea of a one-stop shop certainly is. Healthy eating may be of value to some consumers, but so of course is time. Have farmers' markets been guilty of trying to impose behaviours on these "guilt-ridden" consumers or is the one-stop shop green-lite?

It will be intriguing to see which story yields the bigger harvest.


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