Nobody has to buy confectionery, Fiona Dawson, the UK managing director of Mars, told the press to explain why her company was investing money in ensuring the provenance of the raw materials used to make chocolates. In my local cafe, I challenged the man making my tuna sandwich where the tuna came from. He did not say anything but smiled. The next time I came in and asked he said "Ghana", smiled and showed be the big tin. I was impressed. Many of your shoppers will be too! Nobody has to buy tuna sandwiches...
We are launching the 2009 Independent Achievers Academy tomorrow in London with a group of retailers and suppliers. The marketing team have come up with a great practical exercise to help us relive the Academy experience. At its heart, the IAA has a simple concept: set a goal, plan to hit it and celebrate the outcome. I hope to learn lots from participants and will pass this learning on to you.
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