11 Jun 2007


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Who's the greenest of them all?


Environment

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Whole Earth voted UK's greenest food brand
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Following a veritable deluge of stories about which brand is the greenest, our own (not very) scientific study has revealed Waitrose to be the top dog.

It scored 26% in our regular online poll, pipping the Co-op at 22% and M&S at 20%.

Some 14% of voters thought Sainsbury's was the greenest, while just 9% voted for Asda and only 6% for Tesco.

Alternative surveys recently named the Co-op as the greenest brand and Whole Foods Market (them again) as the most ethical.

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Peter Martin	30 Jul 2007 14:31:09
Just happened by this blog (like the latest about the bottled water flood PR - LOL) and saw this. As there are several related stories with a similar heading, I just wondered what was the measure of 'green' used?

David Shrimpton - editor, Talking Retail	30 Jul 2007 14:36:56
Peter - to be honest, there's no set definition of "green" being used here. Our poll was purely based on perception and gut feel, as (I think) was the Marketing Week survey. A lot of it seems to be down to who shouts the loudest about being green and whether the public believes them. The ethical survey was much more scientific, being based on a defined range of criteria.

Peter Martin	31 Jul 2007 11:10:08
Thank you. I think that there is a real and pressing need to get a handle on such 'definitions', and others in the same vein such as 'carbon neutral', which are already being thrown around like confetti in press releases and ad campaigns. There is great merit in genuinely 'being' these things to create a real enviROI and hence benefit to the planet and the future, but I am already sensing a consumer backlash about anything ‘vaguely to do with the environment’ being trumpeted way beyond any rational or indeed factually supportable levels.