Point-of-Purchase labeling is just one strategy in a myriad of different strategies. I believe that Co-op’s intent was to label the products which they had identified as part of their vertical integration strategy. In this case, purchasing product for further processing from Atlantic province producers, who likely purchased their farm inputs from Co-op.

For the hard core local food buyer, a point of purchase label in a commercial retail outlet likely won’t influence sales. But in the general population, a myriad of other factors tend to influence purchase, primarily price. Many stakeholders in the food value chain, including retailers, are part of the general shift of consumer awareness towards local foods.

Mark Higgins has let me know that he will give us an update how the labeling strategy affects sales.

If you know of an innovative Canadian food marketing strategy which is worth sharing, or worth a feature article, please contact the editor, and we will follow up.

To make a true effort retailers should be clear about their labeling, profile the products, and replace products with local ones where available. Not just add another to the mix. Yes, it is wonderful that we consumers have a choice, but we all know that grocery stores are designed to get us to buy certain things. So if the stores are really committed they would direct our choices, rather than just offer yet another choice.