A Matter of Choice

At first I stopped into Albertsons, but they didn’t have what I wanted, so I thought to try Safeway, but they didn’t have it either.  Hmmm, what was this elusive product that was not upon the shelves in these two conglomerate grocery competitors?  It was simply a bottle of sparkling Crystal Geyser water (berry-flavored).  I was certain both stores used to carry Crystal Geyser; after all it is a local company.  But to my surprise neither corporate grocer had this item on their shelves.  It seems that in the ever-increasing world of choice, the larger the venue, the smaller the choice.  (I found my coveted Berry-Flavored Crystal Geyser down the road at our little produce stand, “Andy’s Market”).

Don’t get me wrong these large, tumbling over grocers would like for their consumers to believe they are offering us choice, especially when there are rows upon rows of the same brand only in different flavors, shapes, and sizes.

Consider Crest toothpaste; I’ve noticed they are the masters.  They disguise the reality of choice par excellence.  Walk into any chain drug store and check out the toothpaste aisle.  Witness how many rows are devoted to Crest.  There is a row for super strength, seniors, extra fluoride, kids, and on it goes until just about one half of the toothpaste aisle is taken up by, well . . . . .  Crest.

Pretend Choice is what I like to call this marketing ploy.  Consumers are lead to believe that they do in fact have a wide-variety of choices, but in truth it’s

basically one brand in different packaging.

In our global economy choice today is something to be revered, to support, and use.  I suggest shopping local, keep your choices real, and understand it’s the handful of wholesalers in America who only want to move products—choice for the public at large is not part of their agenda.

Stay true,

M