Supermarket Comparison
Blijf op de hoogte en volg Lisa
16 Augustus 2012 | Zweden, Järna
Like I said in my last blog, Järna in Sweden is probably the most organic town that exists on this world. Lots of products are local. In fact, as I’m writing this, I’m eating local organic strawberry-ice (it’s delicious, you should be jealous ☺).
Today we went to the city-centre of Järna. Don’t let yourself get too excited by the words “city-centre”, it’s really only one street with about 15 stores. They do, however, have two supermarkets. The ICA and the Coop.
The ICA is like most supermarkets in the Netherlands. Its manager is focused on maximisation of profit, instead of projecting his ideals on his assortment like the manager of the Coop does. At first he told us that the ICA has more organic products than the Coop, but that he doesn’t show it because people buy less organic products at his supermarket. He said that he did show it in the past, but he saw his profits going down. Then, later in the conversation, he suddenly told us that the Coop had more organic products.
We’re not entirely sure which story is true, even though we think the last one, because the Coop really advertises with the fact that they sell organic products and the ICA doesn’t.
It does tell us something interesting, though. Apparently, when the ICA advertises with the fact that they sell organic products, their profits go down. People going to the ICA don’t want to by organic food, and there’s no clear reason why. Someone here, in Järna, told us a story about a supermarket that did an experiment. They sold two products. The products were both exactly the same. They looked the same, and they had the same price. The only difference was that the one was labelled as organic and the other one wasn’t. The one labelled as organic was sold less than the other one.
Apparently people automatically think that organic products are more expensive than ‘normal’ products, and tend to buy ‘normal’ products if they have the choice. This might also be the reason that the manager of the ICA saw his profits going down when he showed that he was selling organic products.
Today we went to the city-centre of Järna. Don’t let yourself get too excited by the words “city-centre”, it’s really only one street with about 15 stores. They do, however, have two supermarkets. The ICA and the Coop.
The ICA is like most supermarkets in the Netherlands. Its manager is focused on maximisation of profit, instead of projecting his ideals on his assortment like the manager of the Coop does. At first he told us that the ICA has more organic products than the Coop, but that he doesn’t show it because people buy less organic products at his supermarket. He said that he did show it in the past, but he saw his profits going down. Then, later in the conversation, he suddenly told us that the Coop had more organic products.
We’re not entirely sure which story is true, even though we think the last one, because the Coop really advertises with the fact that they sell organic products and the ICA doesn’t.
It does tell us something interesting, though. Apparently, when the ICA advertises with the fact that they sell organic products, their profits go down. People going to the ICA don’t want to by organic food, and there’s no clear reason why. Someone here, in Järna, told us a story about a supermarket that did an experiment. They sold two products. The products were both exactly the same. They looked the same, and they had the same price. The only difference was that the one was labelled as organic and the other one wasn’t. The one labelled as organic was sold less than the other one.
Apparently people automatically think that organic products are more expensive than ‘normal’ products, and tend to buy ‘normal’ products if they have the choice. This might also be the reason that the manager of the ICA saw his profits going down when he showed that he was selling organic products.
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