May 15, 2006
Brand Naming: Wal-Mart Goes Organic
According to an article in the New York Times yesterday, it seems that Wal-Mart is moving in a new direction regarding the brand naming of its produce: it plans on offering “organic” food choices at 10% above the regular price.
I don't think it would take a lot of brand name research to discover that anything called “organic” seems to sell to today’s health conscious customers. I also don't doubt that Wal-Mart will have a decent offering that is in compliance with what the Agricultural Department defines as scientifically “organic”.
On the one hand, I must agree that when Wal-Mart goes organic, one must hesitate just a bit.
Still, I agree with the New York Times that half the appeal of buying organic foods is the idea that it comes from “local”, small growers. And it seems unlikely that Wal-Mart can supply its demand from small growers. But who knows? Ben and Jerry’s sells lots of ice cream and patronizes lots of small suppliers.
I do hope that Wal-Mart finds a way to have its organic branding and live-up to it without forcing small farmers and brands out of business. I think Wal-Mart knows better.
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