Give ’em a full choice!
In 1954 the Supreme Court in the United States made a landmark ruling against segregation.It said that ‘separate but equal was not equal, and that the ramifications of separateness adversely affected all sectors involved as well as the country itself.’
The Court was, of course, talking about the policy of segregation employed by the southern states to keep African Americans out of ‘white’ schools, churches, playgrounds and neighbourhoods.
There is increasing evidence, however, that separateness is a liability in many other walks of life. Manufacturing, food production, construction, health care, and education are all becoming more versatile and multifaceted every day.
Retail too, is increasingly inclusive – witness the growth of the all-encompassing shopping malls, the increasing size of the average retail outlet, the decreasing number of little Ma and Pa specialty stores. Some of this is good, some perhaps not, but it is a fact.
What grocer, large or small doesn’t stick a rack of Maggi’s onion soup next to his display of reduced cream? The dips next to the crackers – and pet-care products next to home care products.
Large independent grocers and larger chains alike are looking for an ever wider range for their ever bigger produce sections; tinned sections; bread, dairy, butchery and delicatessens. It’s all coming together, and ain’t it wonderful!
There are noted exceptions, and we have to ask why. Diet foods for example, or more to the point, organic foods, are often in a separate section by themselves. Organic dairy products, organic vegetables and fruit, meat and bakery foods – in themselves quite unrelated – are for what reason often segregated together from the rest of the store?
What is being protected from what? Is the proportionally smaller organic food section being saved the ignominy of not turning over as quickly. Hardly. Or are the hi-glamour, massively marketed non-organics frightened of the small but steadily increasing competition from organic foods. Possibly.
“Having a separate organic section doesn’t really work for us,” Robert Glensor, Managing director of Purebread says. “I actually prefer the competition, the chance to be compared.
“I especially prefer the chance to be seen, because we have to be seen before we can be compared. Once compared, there’s no doubt that Purebread will sell itself. But it has to be seen. It won’t be seen if it’s in another section on the other side of the store.”
Glensor says the average customer does not go into the store to buy organic foods. That may come some day, but not yet. The average customer goes into the store to buy bread – or whatever. Any bread will more or less do. There won’t be a lot of thought behind the hurried decision. There will be even less thought if the bread display does not include the full choice of bread.
Purebread Bakeries are well-known as New Zealand’s only Bio-Gro Organic bread. They pride themselves in innovative preparation and process techniques. Their best seller is the famous Purebread Family Loaf. Among their specialty brands are Full O’ Grain, Raisin Loaf, Rye & Rice wheat-free bread, Sourdough Rye & Linseed yest-free bread, and the fresh and tasty Rice and Spice Gluten-free bread.
Purebread is freshly baked three days a week and delivered to stores throughout New Zealand. You’ll find it in the bread section. Where else?