Ever been on a date and on reflection you tried too hard?.
Instead of your date thinking you were the best thing since sliced pan, they ghosted you quicker than you could pay the bill… (okay that must have just been me)…
In the crowded ground coffee market I am starting see similar traits.
Take this brand for example, normally known for it’s bright red branding but for this blend a light green ‘wash’ is used.
The front of pack is brimming with claims;
- Bio-organic
- For planet
- Managing Climate change
- Handpicked Coffee
- Rainforest Alliance
No doubt some of these claims are true but I am also certain that most consumers (or indeed their target market) wouldn’t understand the meaning of some of the claims.
The fact that percentage wise there’s so many of them in comparison with other information on the front of the pack will only add to the confusion.
I’ve long argued that standardization has a role to play with regards to the terminology used, ultimately so consumers can rely on some consistency across various sectors.
All very timely as the CMA has just launched an investigation into “greenwashing” in the fast-moving consumer goods (FMCG) sector.
I’ve got to dash, I’ve a bio-organic, handpicked coffee going cold…
DM, me if you need more info…
