I've continued to reflect upon my conversation with Allen@Wildwood of Wildwood Foods. Allen told me that they only sell what consumers will buy. And what customers want to buy is convenience. For Wildwood Foods, this means offering customers plastic fitments on their soymilk containers. So what'll happen if Wildwood Foods eliminates those plastic fitments from their containers? Will customers abandon this company in favor of their competitor, Silk, because it's more convenient to have a plastic fitment on soymilk containers?
Maybe, but not necessarily. It's all a matter of framing (and some creativity).
Here's an idea: What if Wildwood Foods got rid of those plastic fitments and redesigned their containers to be eco-friendly? They could even add an eco-friendly logo on their containers to promote this redesign. Better yet, Wildwood Foods could have a cute slogan telling customers how they're helping to save the environment by eliminating unnecessary waste in their packaging.
Ok, so let's say Wildwood redesigned their product to be 100% eco-friendly. And suppose you were at the supermarket wanting to buy soymilk. Would you buy the Wildwood brand that no longer has the plastic fitment, but endorses the protection of our oceans and planet with this eco-friendly container, OR would you go with Silk, the competitor brand that offers the convenience of having a plastic fitment on their containers?
STROGONOFF DE CHOCOLATE
17 hours ago