A sharp move by Dole got an interesting notice in this morning’s Report on Business.
Dole has launched a line of organic bananas whose brand sticker carries a “farm code.” Punching that number into doleorganic.com gets you information about the farm that produced your fruit, including photos.
A cynic might say, this proves what? Savvy creative types can quickly and easily build that site in the style of Wag The Dog.
Will a greening market believe you? But more importantly, are you telling the truth?
Andrea Southcott is an Vancouver ad agency president, and her piece about Dole’s move is more about the market Dole is pitching to than about the move itself.
It turns out that the green market comes in two shades.
Dark Green: 15% of the market, already committed to finding and using eco-friendly products, willing to pay more for green products, engaged with every aspect of how a product is brought to market.
This crowd will be the first to vent their feelings if a company doesn’t live up to its promises. They’re vigilant ,and word spreads fast
Light Green: 40% of the market, generally won’t pay more for a green product, very demanding about quality, not likely to go too far in changing their behaviour to be more eco-friendly, want to see how new ideas and products can fit into their current buying behavior.
Southcott says this segment is growing, and companies wanting to move in that direction might take solace in one of her ideas about how to do it.
Don’t be afraid to take baby steps …
Southcott says green consumers are patient and realize that it takes time to make revolution change. What other market segment can you say that about?
… and walk the talk. Deliver on your word.
The official first commandment of going and selling green.
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