Arnold on ethical marketing

CHRIS ARNOLD

To some Wholefoods is a Mecca of green godliness. However, I think for many of the shoppers there it is a posh overpriced deli. Well it is High Street Ken darling.

I’m having one of those days when ideas seem to be as infrequent as a W3 bus. Far and few between. This brief, for a fairtrade, organic, environmental rain forest saving health drink is not going well. No big Tango like idea yet. So seeing I am in High Street Ken, and it’s lunchtime, I thought I’d pop into Wholefoods for some inspiration. Nip up to the cafe on the first floor, pick up a Mexican, seafood, pizza or a burger, there’s ample choice. It’s all healthy, organic and low on environmental damage but high on social conscience.

When Wholefoods launched their first store in the UK the green press saw it as possible threat to the big four supermarkets. Wholefoods would lead a green evolution in food retailing.

Besides locals and tourists, it must be full of spies from the big supermarkets – if you pull your camera out a security guard will suddenly appear and exhibit serious signs of paranoia. I faked I was a tourist, using my few words of Spanish, and put it back in my pocket.

Now for those that are not familiar with this American brand of eco shopping,

Wholefoods sell lots of good green stuff. Lots of organic, local, healthy food and things. (Things is an easier way to cover all the oddities I came across.)

To some it’s a Mecca of green godliness. However, I think for many of the shoppers there it is a posh overpriced deli. Well it is High Street Ken darling.

Looking beyond the ethical claims, and they walk the talk, the food is exceptionally good and it’s impossible to leave without buying something.

Its big sell is natural and organics. It’s interesting that Organic has become a brand in its own right. To some it means chemical free, non polluting, planet friendly food. To others, posh food that tastes better and is healthy. (Just for the record, organic doesn’t mean it’s always grown chemically free, there’s a few loopholes in the regs.)

Fairtrade doesn’t suffer from this dual identity. It’s stuff that gives traders a fair deal. Simple.

In a recent survey by the Grocer magazine, Fairtrade and Organic came out as two of the most recognised food labels. (Though, I have been told that Tesco’s organic labelling is better recognised that the badly designed soil association one.) Unlike the many others that most consumers have no idea about - what does that red tractor mean? No idea.

Instead of filling my empty layout pad pages with the next big idea I spent a good hour people watching followed by a chat with a few customers. As my suspicions were confirmed, this is a really nice deli that sells quality yummy food at a price most locals have no problem with. As one of the check out staff said, “if the customers were green why do they all ask for the plastic carrier bags over the recycled paper ones?”

I hate to disappoint those that thought this was a going to change the world, I doubt Wholefoods will be a threat to Tesco or Sainsburys and certainly not Asda – here they pat their gold credit cards rather than their pockets. It’s probably more of a threat to M&S and Harvey Nicks or Harrods food hall. But it’s a great concept with great food. And maybe as a consequence more people in Kensington will notice and ponder the ethical values that the business was built on as they climb into their Range Rovers.