Foodservice
Solutions® regular blog
readers remember the book from ‘Good To GREAT’ by Jim
Collins. One global grocery company that continues to hit all of consumers
touchpoints is Lidl according to Steven
Johnson, our Grocerant Guru®.
Consumers around the would like the
discovery at Lidl, the price points, and the increasing halo or ‘better for you’
around all of Lidl’s offerings according to Johnson. While some scoff at deep discounters, Lidl
seems to have returned to its commitment by reintroducing a second variety of
bananas. They are certified Rainforest
Alliance and are sold cheaper than Fairtrade: 1.05 euro per kilo, comparing
to 1.25 euro for Fairtrade bananas.
Isabelle Colbrandt, spokesperson for Lidl
Belgium, Luxembourg stated “We are
following the Belgian market and we noticed a slight decline in sales. The
Belgian consumer was not 100% ready and prefers to have the choice, that’s why
we reintroduced another banana, a little less but on the one hand, we had to
satisfy the customer and on the other, to respect our long-term commitment indicates.”
Note: Rainforest Alliance does not pursue
the same goals as the Fairtrade label. The first is an international NGO
“working to conserve biodiversity and ensure sustainable livelihoods for local
people”. The Fairtrade label “guarantees good working conditions, financially
supports the farmer and his community with a minimum price and a premium and
also includes a whole series of ecological criteria”.
Millennials are driving the charge for ‘better
for you’ products around the world and retailers in every sector of food
service must pay attention and migrate to products that are priced right and ‘better-for-you’
according to Johnson. Lidl is a global
growth company moving from good to great. How is your brand getting
better?
Invite Foodservice
Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or
for product positioning or placement assistance, or call our Grocerant
Guru®. Since 1991 www.FoodserviceSolutions.us of Tacoma, WA has been the
global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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