The way in which we shop!

Recently, from shopping at Morrison's, I have noticed their attempts to look more like a market stall. From a help yourself olive deli, pick your own fruit and veg and a cheese deli counter. There has been an increase in the past year in the amount of organic produce purchased and this is replicated through supermarkets choices in how they market their fruit and vegetables. For example, Sainsbury's only sell fair trade bananas with even their basics range still being fair trade. This is because Sainsbury's wish to to portray a brand which is sustainable and conscientious of the environment, I believe that this is how they differentiate from other market leading supermarkets and how in fact they have managed to excel given the competitive nature of that industry.

The relatively new fruit and veg display in Morrison's is a fantastic way to offer more of a help yourself service. They have called the concept "Market Street", where the vegetables are set out in bunches like on a market stall, meaning that there is less packaging. This is a very wise move as the average consumer is more concerned about the effect  of plastic packaging on the environment. There is a spraying system over the fruit and veg, which reminded me of a European hypermarket, the idea is that it stays fresher for longer. This being both beneficial to the consumer and Morrisons as it means there is less waste. 

I am not an eco-warrier but given an ideal world I am all for purchasing my fresh produce at local shops and markets. However, given the way in which society has changed with more people working longer hours and convenience shopping being the most popular this is not realistic. As, in reality the ease of buying everything under one roof is putting local businesses out of business. However, it is nice to see larger organisations developing a more personal approach to their marketing and product offering.

Thanks for reading my woffley nonsense!!

Toni

xoxox