South Africa seems like the ideal platform to do research on ethical labels featured on supermarket shelves in the UK. Why not? Fruit, flowers and veg are sourced from southern shores, the Rand is still good value and the weather is definitely better even when the Soccer World Cup is over. We can research all we like but the question remains…Is the consumer going to choose the ethically sourced product? The latest Fresh Living (September 2010) says that “green has been cool for years but lately it’s reached the no 1 spot on the list of things you can use to distinguish yourself from lesser humans”. Does COOL convert into increased sales? We might all have the intension to buy green but when the recession is hitting our pockets and we have to buy the same stuff and pay more, we quickly forget about the good intension.
What can be done to increase the effectiveness of ethical labels? Make sure that all forms of communication is focussed on increasing awareness and education about the origins of the product, the impact of the business on the environment and the local community. The label can not stand alone but should be one of many tools informing consumers of the impact of their purchase. In-house magazines, newsletters, email signatures, websites and social networking efforts should all be alligned to convey the message about the difference that a purchase of a specific product can make.
Pick n Pay has just won the grand prix Sunday TimesTopBrands award for the company doing the most to promote green/environmentally friendly products. The success of Pick n Pay’s sustainable sourcing is enhanced by its consistent messaging. Have a look at Pick n Pay’s Sustainable Living section www.sustainableliving and be convinced about this leading green supermarket.
