Spring Cleaning at Meijer

Bob Vosburgh February 23rd, 2009

It isn’t quite local marketing, but it’s close enough to merit attention. The folks at Grand Rapids, Mich.-based Meijer have begun stocking a line of sustainable household, personal care and pet products from ecostore, founded in 1993 by longtime organic gardener and environmental pioneer Malcolm Rands in New Zealand.

What allows the deal to jump the local hurdle is that the agreement is between Meijer and ecostore USA, headquartered in West Bloomfield, Mich. After selling online for several years, it’s the first time the products are actually available in stores.

The line includes five products, including laundry soap, spray surfactants, dishwasher liquid and appliance cleansers — all non-toxic, plant-based formulas. The formulas are not tested on animals, are GMO-free and have recyclable packaging.

While the local connection isn’t specifically mentioned in the press releases surrounding the announcement, I’m sure the idea of including a Michigan-based company in the home and health section of a Michigan-based supermarket chain wasn’t lost on anyone.

What’s more, it’s encouraging to see the 185-superstore chain jump on the idea of moving outside produce and fresh foods to incorporate locally-sourced products elsewhere in the store, where they’re much less common.

“Meijer continues to increase its offerings in organic and natural products, and ecostore is an ideal addition for our customers,” is what Frank Guglielmi, Meijer’s director of public relations, did say in the news release.

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2 Comments to “Spring Cleaning at Meijer”

Tina Yong Says:

February 23rd, 2009 at 4:28 pm

I used to live in Midwest, where Meijer is a very popular, especially in IL/Chicago region. I used to shop at a huge meijer 10 mins away from where I lived. I love that store! Very reasonable price and good produce quality. Not sure why it hasn’t expanded to northeastern coast. Glad to hear they are adding more organic food to their list. I bet local customer in Midwest will like those new items.
Bob Vosburgh Says:

February 24th, 2009 at 9:02 am

I’m sure Meijer sure misses you as a customer, Tina. I had the pleasure of interviewing both co-chair Doug Meijer and president Mark Murray for a cover story when the chain won our Whole Health Enterprise Award in 2007. I think one of the differentiating factors that sets Meijer apart is that, even though it’s a supercenter format, the chain has a well-honed focus on customer needs. The introduction of these cleaning products, though limited to five SKUs, demonstrates to me Meijer’s ability to target those specific, narrow areas where there is consumer interest, at an acceptable pricepoint.