"Natural Meat"

I had a great discussion with a client today about all the latest label declarations and associated trends facing consumers today. It was interesting as we probed the term "all-natural" in regards to cold cuts in the grocery store. Wouldn't all meat be considered natural? What in the world would companies be doing to that meat to make it unnatural? So that got me to thinking about it and a whole bunch of other stuff. I'll start with our discussion and then talk about transparency and trust being a must for today's consumers...

I guess there are two perspectives at play here: 1) the perspective from the brand or companies' POV...basically, "what will the government allow me to say?". This is the perspective that regulations and policy dictate our labeling sensibilities. 2) the perspective of the consumer who basically thinks that if it was living, and at some point, breathing, how could it be anything but natural? Maybe we marketers (or is it us marketers? I think we...) aren't giving enough focus on the consumer's point of view. Maybe the right term isn't "all-natural" ham, but "naturally preserved and cured" ham. That is closer to what consumers want anyway...they are looking for transparency. If companies are transparent about where they source their ingredients, how they process them, and even how they treat their suppliers and employees, then consumers can give a little trust in that company or brand. So, add a little more descriptive language to your label to really help consumers decide.

I think the perfect "best practice" to look to is Whole Foods. If you think about the absolute trust that their consumers show that brand, it is amazing. I have heard it presented in this fashion: when consumers cross the threshold of the stores they give up any thought of worry about buying or consuming any of the products in that store. They trust Whole Foods to deliver safe, healthy and fair products. Transparency is the key word that builds that value of trust. Check out their website...you can look at any of their policies, practices and philosophies. That feeling of trust is rarely displayed towards any other brands by consumers. If you look at any other big box grocery chains, consumers will still have their guard up, will look suspiciously at labels, ingredient statements and crinkle their noses at questionable brands and products.

The trust factor will allow Whole Foods to expand into almost any adjacent space...their move into foodservice is a natural. Their consumers are already taking food home to eat, why not just enjoy it in a warm and trendy environment with excellent tableside service and wine! What's next for this brand? Why not a pharmacy (partner with Elephant Pharmacy...now there's an idea!)?

Okay, you raise a great point! Not everyone can afford to spend $100 on one small sack of groceries. So, who will advocate for the value consumer? Trader Joe's does a fair job here, but there just aren't enough stores yet...Walmart owns this consumer, but can they pull off the transparency bit? Not when they have soooo many other issues to deal with first.

So no answers, but interesting dialogue...

I am working on a good sign-out, so let me know if you like this one...

Chow!