Have you done your grocery shopping today? Even better: Have you stopped to consider the PR behind the supermarket industry? More than ever before, this industry needs to
ratchet up its PR tactics: Rising food prices, changing consumer tastes (particularly in a wider embrace of natural and organic foods) and non-traditional competition from online
delivery services and a certain mega-retailer based in Bentonville, AR, has provided supermarkets with deeper challenges. This week, we examine three supermarket players to see
if their aisles are flowing with Good PR or if they are stuck at the checkout counter with a bag full of Bad PR.
| The PR Focus | Good PR or Bad PR? |
|---|---|
| On June 17, the Boston Globe reported Whole Food Markets was halting the sale of live lobsters in its stores. The natural foods retailer
stated it was unable to guarantee the humane treatment and storage of lobsters en route from the fishing boat to the lobster tanks in the seafood sections of its stores. Whole Food Markets will now only sell frozen lobster products that meet its standards for humane animal treatment. |
GOOD PR: Lobsters can remain in storage for months at a time, and Whole Foods went through an extensive eight-month review period (which
included testing special "condos" for the warehoused crustaceans). Although the Boston Globe noted some New England seafood restaurateurs were dismissive of the decision as a "PR move," the retailer's decision will strongly resonate with those who seek out natural products. |
| Since many supermarkets sell books, CDs and DVDs, why shouldn't an entertainment retailer sell groceries? That appears to be the logic
behind Amazon's decision to launch Amazon Grocery, a Net-exclusive supermarket selling nearly 15,000 nonperishable items. Amazon Grocery is focusing on bulk items and is offering free shipping on purchases of $25 and higher. The service was launched on May 25 and is for U.S. customers only. |
BAD PR: For no clear reason, Amazon.com didn't bother making a PR fanfare for the launch. In fact, the business and retail trade media didn't
even know the service was operation until roughly three weeks after its debut. The secrecy surrounding its introduction suggests a lack of faith in the initiative. In fact, a quick peek at the Amazon homepage shows no special promotion or link for the grocery service - it is just one of many "stores." |
| The British supermarket chain Waitrose is bucking a local tradition of only displaying perfectly formed and blemish-free produce. Waitrose
shoppers can now purchase "ugly" fruit that may not be the prettiest peach or potato on the shelf but which is still fine for cooking. This so-called "Class 2" produce will be offered at a discount, while in-store promotions will feature cooking specialists talking up the beauty of "ugly" fruit. |
GOOD PR: Not only is Waitrose saving its shoppers money, but it is also generating goodwill between the chain and British farmers, who have long
been frustrated by the refusal of many vendors to purchase produce that looks less than 100%. This strategy will also decrease the disposal of unused foods - the online magazine Edie.net reports an estimated four million tons of such "ugly" fruit are dumped into British landfills each year. |