Just like us, when an American consumer walks into a store looking for ice cream, they go to the ice cream section. Not to the ‘Made in USA’ ice cream section, nor the ‘green’ ice cream section, nor the “I want to save the whales” ice cream section…they go to the ice cream section, you know, where the ice cream is.
There has been a trend in consumer product merchandising that baffles us. As makers of products, we’ve been pitched this trend first hand. You see it in catalogs, physical retail stores and e-commerce sites. It’s when otherwise fantastic product has the death sentence of being merchandised as ‘green’.
To be clear, this means the product is TAKEN AWAY from its core section (where the ice cream is) and moved to another section meant only for those who want the ‘healthy/organic/green/responsible’ lifestyle products for twice as much money.
In many merchandising plans this treatment ensures most consumers, who go only to the core section of products they need, have no opportunity to purchase that responsible product because it’s not on the shelf with the traditional items.
Our distribution partners agree to put Guided Products on the same shelves as their traditional counterparts. We do not want special treatment, we want the same chance everyone else gets.