Refresh

Much like the mainstream wellness movement it’s now a part of, soy has evolved from a crunchy niche (tofu casserole, anyone?) into a major shelf presence. Just walk through the aisles of your neighborhood grocer and you’ll see soy milk, soy nutrition bars, cereal made with soy, and more, all prominently displayed.

Chalk this up to a host of factors. Food technology has helped soy develop beyond bland and into a palatable lineup of foods and drinks. There are also the many perceived health benefits, including studies that link soy to heart health and weight loss. And then there are those who, for whatever reason, have begun to swear by soy. Many — including, ahem, my mom — believe substituting soy for dairy or meat helps control their allergies. Or perhaps it helps with asthma, or headaches.

Whatever the reason, soy-based product sales have shot up over the past couple years. According to Packaged Facts, the category grew 29% between 2003 and last year. By 2012, the research group estimates, soy sales could increase from a current $2.1 billion industry to a $3 billion one. Companies like Clif Bar, with nearly $100 million in sales last year, are cashing in on the trend. Same with Dean Foods and its WhiteWave brand, which racked up $333 million in soy milk sales last year — an 85% share of the category.

In addition to the factors that have driven soy sales up to this point, some emerging market and cultural trends could work in the category’s favor. More and more milk drinkers may switch to the soy variety, especially if price and supply instability continue like they have. The number of consumers looking for meat alternatives — currently 26% of all households, notes the Packaged Facts study — should also increase; along with the physical health reasons behind cutting out meat, there also seems to be a burgeoning awareness of livestock’s contribution to global warning. Those cows sure do burp and fart a lot.

When Gaylord Nelson died at age 89 on July 3, 2005, Earth Day was already established on the calendar. It was a day of awareness and education, but also of celebration.

That’s not exactly how Nelson envisioned it when, as a U.S. Senator from Wisconsin in 1969, he announced a huge, grass-roots protest against environmental desecration for the following spring. Remember, it during the height of the Vietnam War, and demonstrations and sit-ins were popular forms of protest.

“I was satisfied that if we could tap into the environmental concerns of the general public and infuse the student anti-war energy into the environmental cause, we could generate a demonstration that would force this issue onto the political agenda,” he wrote. “It was a big gamble, but worth a try.”

Like a lot of other things that started out as a protest movement, Earth Day lost its rebel attitude as it matured. The same happened to organic living (and about 77 million baby boomers). It’s like they say: If you’re not a rebel by the age of 20, you got no heart; but if you haven’t turned establishment by 30, you’ve got no brains.

Well, Earth Day is 38 this year, and has joined the mainstream. School children pick up litter and learn about global warming. Supermarkets distribute reusable shopping bags. Communities launch more comprehensive recycling programs.

Anyone lamenting Earth Day’s going corporate is too nostalgic. The public is listening! Wasn’t that the goal all along? The timing of world events — gas and food prices, animal die-offs and global warming — makes Earth Day even more relevant. The ideal this commemorative day represents is manifesting itself as action in everyday life. Look at the hybrid cars people are driving, and the recyclable bags they’re bringing into the supermarket; the gardens on their front lawns and the solar power panels on the roofs of their homes.

I think Sen. Nelson and his cohorts would be delighted to see just how universally successful Earth Day has become. Every participant — corporations, government, schools, families and, yes, supermarkets — deserves some of the credit.

Over the course of its 38 years, Earth Day has evolved from a daylong awareness-raising event with limited appeal into a near universal campaign that reflects our increasingly eco-conscious times. For many years, business and industry, including supermarkets, ignored Earth Day because it didn’t represent anything of much importance — either to them or to their customers.

Boy, has that changed. Retailers today have sophisticated promotions marking the occasion. And many — the best, in our opinion — are thinking outside the 24-hour timeframe, calling attention to ongoing sustainable initiatives or perhaps using the day to kick off a new campaign.

There are a lot of creative retailer promotions out there that are kicking off tomorrow. Here are a few of the trends we’re seeing:

Bags, bags, bags: Offering reusable totes has become the most effective way for retailers to spread their green message. As such, stores like Tesco’s Fresh & Easy will promote them further by giving away their reusable bags for free. Others, like Bashas’, will give away totes to consumers who bring in their plastic bags to recycle. And some, like Whole Foods, are planning even bigger things. As has been widely reported, the Austin, Texas retailer will discontinue plastic bag usage starting tomorrow.

Come together: A number of retailers will also participate in programs organized by nonprofits or trade organizations. Kroger, Supervalu, Publix and others will join the Organic Trade Association’s Go Organic! promotion, which includes discounts and specials on organic goods throughout stores. In England, supermarket chains like Tesco and Marks and Spencer are participating in a promotion to raise enough money to offset one million tons of carbon by 2012.

Green Deals: Throughout this month, Wal-Mart is offering discounts on its many of its sustainable products. The Bentonville retailer is also offering new green items, like T-shirts made from recycled plastic bottles and bags of recyclable rubber mulch. Then there’s Schnuck Markets, which plans to unveil a “Green Cleaning” section in stores, headlined by brands like Seventh Generation and Clorox GreenWorks.

So, what’s going on in your store?

Everyone’s talking about sustainability. Entire fleets of trucks have been converted to biodiesel; packaging has gone on a diet, losing mass and weight; and new technology is reigning in electric use in factories and stores.

A new report from Diamond Management & Technology Consultants provides some interesting insights on the phenomenon. For instance, it notes that companies need to be aware that going gung-ho implementing green programs could prove costly and have a negative impact on the company’s bottom line in the short term.

So, take smaller steps. The report suggests green initiatives start in areas that can benefit both business and environment. Not every one of them will have a positive return on investment. Therefore, it is essential “to think about all the green initiatives together as a balanced portfolio, with some initiatives being done on an investment basis,” the report states.

Traditionally, the companies that took up environmental initiatives were the big polluters. They did it purely to improve their corporate image and to correct any damage they caused. That’s not the case anymore. Now it’s cool to be green, and consumers are placing more and more importance on sustainability in making purchase decisions. It follows that, by adopting environmentally sustainable business practices now, companies will beat out their competitors for bragging rights and enjoy measurable financial benefits.

The long-term gains are innumerable, and some aren’t even realized yet because the movement is so new. But watch for it to grow, and quickly expand. Green supply chains are no longer exclusively about sustainability for its own sake, but also about internal efficiencies and cost containment. These are topics that catch any company’s attention.

PS — In case you’re wondering, the photo is a close-up of a spot cooling diffuser fan in the garden department at an environmentally friendly Wal-Mart store.

Public skepticism about bisphenol A (BPA) has been a lingering issue in the retail industry for some time now. Studies have linked the chemical, which is used to strengthen plastic and appears in baby bottles and numerous other reusable containers, to various ill effects through the years, and so some manufacturers and retailers have eliminated it from their products. Federal agencies, however, have kept the waters calm by maintaining that low levels of BPA are harmless.

A report issued earlier this week could change all that. The National Toxicology Program, a federal organization that’s part of the National Institutes of Health, stated that the chemical may cause cancer and other ailments. This after lab tests on rats found that BPA exposure created a host of problems including precancerous tumors and hormone imbalances.

The significance here is that the NTP’s report represents the first acknowledgement by the government of risks associated with BPA. For many environmental groups, it’s vindication. The plastics industry, in response, points out that the results are only preliminary.

No matter what the final ruling might be, consumers, retailers and politicians have decided they’re not taking any chances. Stores throughout Canada are working feverishly to remove products containing BPA from shelves in anticipation of the country declaring the chemical a potentially dangerous toxin, according to Toronto’s Globe and Mail. Companies that produce BPA-free containers, meanwhile, have experienced explosive growth and should see demand increase even more with this latest report.

Demand like this presents a tempting opportunity, but retailers shouldn’t get ahead of themselves. The NTP will publish its finalized report this summer, and it’s certain that the Food and Drug Administration and the Environmental Protection Agency will eventually have their say, too.

The best course right now might be to review categories to see what items contain BPA, and then be ready to make changes if it comes to that. In some cases — like with baby bottles — it probably pays to make alterations now.

Some interesting developments from around the world regarding diet, health and weight:

According to a story on Bloomberg.com, employers in Japan have until 2012 to reduce the number of overweight workers and their dependents by 10%. Those who cannot slim down their employees face fines that will be used to offset eldercare programs. Body mass, cholesterol, blood pressure, blood sugar and smoking will be taken into account.

The government estimates that half of Japan’s male population over age 40 (and more than 20% of women) will be diagnosed with metabolic syndrome, a weight-related complex of illnesses that can include diabetes. Until recently, it was an almost unheard of condition in the island nation.

In the case of men, fines will kick in if his waist measures more than 33.5 inches. And no “sucking it in” is allowed.

Meanwhile, in France, lawmakers are considering legislation that would make it a crime to promote extreme thinness. The bill is part of a continuing response to the 2006 death of a Brazilian model attributed to anorexia. In a country where fashion reigns supreme, it’s a big change that has met with some opposition from designers (probably men with waists of more than 33.5 inches).

The legislation would give judges the power to imprison and fine offenders up to $47,000 if found guilty of “inciting others to deprive themselves of food” to an “excessive” degree, Valery Boyer, the lawmaker who authored the bill, told the Associated Press.

France isn’t even the first country to pursue this issue. Spain currently has a law than bans severely thin models from the catwalk.

It’s upsetting that some governments feel compelled to legislate wellness. It makes me glad that, with all its difficulties and policy mistakes, I live in the United States. Here, living healthfully is still an option.

Spruce up your signage and polish those shopping carts: Bargain hunting season is officially open.

Recent studies show that consumers are clipping coupons, trading down and making fewer and fewer shopping trips per week. This is good news for the likes of Dollar General, which offers more than 30% of its stock at a dollar or less. Indeed, ultra-low-price shopping seems to be catching on. This month, book publisher Adams Media released “The 99-Cent Only Stores Cookbook,” which includes a selection of gourmet recipes using only products bought at bargain basement prices. Chicken Tetrazzini, Pinot Noir Poached Pear Tart, and Artichoke Spinach Bake are just a few of the dishes that writer Christiane Jory was able to cobble together. The New York Times also recently turned a gourmand loose in $.99 stores around the city.

Mainstream supermarkets can’t exactly go toe-to-toe on the $.99 format, but they do have an array of healthful and gourmet bargains of their own. Take locally grown and seasonal produce, for instance. Or private label offerings, ala Safeway’s “O” Organics line. Products like these are economically and nutritionally sensible, and retailers would do well to play up their value.

At the same time, though, don’t forget about shoppers who covet premium priced natural and organic products. Supermarkets are seeing more and more of these loyal consumers as they ramp up selection, and they should start seeing people who are trading down from Whole Foods and restaurants during a recession.

Given their size and variety, supermarkets also have the marketing advantage over bargain outlets. With the right in-store display, they can make that can of organic garbanzo beans look like a million dollar find.

A few months back, we ran a story in our print magazine, SN Whole Health, about how supermarkets are selling more and more reusable bags. A couple of retailers sent us samples for the photo shoot, and after the issue printed I ended up taking home a dark red bag sent to us from Ukrop’s Super Markets in Virginia. “Sure, why not?” I thought at the time. I guess I felt obligated, since I usually try to do what I can to help the environment.

Well, the concept of kicking plastic started to grow on me, and now I use the canvas bag whenever I go to the supermarket. It’s even got a nice crease going right down the middle where I fold it and stick it in my work satchel every day.

It seems reusable bags are starting to grow on a lot of people. And supermarkets are doing a lot more than just increasing their stock — they’re aggressively marketing the bags and using them as a vehicle for eco-friendly positioning. Earlier this week, Tesco’s Fresh & Easy joined the list of retailers who plan to give away bags as part of their Earth Day activities. In addition to the standard canvas tote, Fresh & Easy also offers a $0.20 reusable “bag for life,” a 100% recyclable bag that the store will replace for free if damaged. Chalk one up for Target, too, who bundled their colorful red bags along with Vanity Fair’s latest “Green Issue.”

Offering free and reduced-price bags is a brilliant idea right now. Consumers and the industry, it seems, are starting to develop a less-is-more attitude toward eco friendliness. Just look at the increasing number of products being made with reduced packaging. State and local governments are also getting praised for imposing bans and taxes on plastic bags. Right now California is weighing a $0.25-per-bag fee, and Seattle’s mayor has said he wants something similar.

The only hiccup I’ve experienced in this whole process comes at the register, where most cashiers automatically start throwing my groceries into plastic bags. “Wait!” I often implore, trying not to seem too pushy. A lot of times they’ll look at me like I’m crazy, but I don’t mind.

Supervalu has the luxury of choice. It operates multiple banners in just about every state in the country. The stores are diverse and many have been allowed to retain unique features that local shoppers appreciate. With this structure, the company can cherry-pick profitable elements in any one of its retail subsidiaries, tinker with it a bit, and then make it available to all of its stores.

That’s just what executives did when they announced the rollout this week of Wild Harvest, a “new” line of natural and organic foods. The private label actually has an interesting pedigree. It was created by Star Markets, a Boston-area chain that operated 53 conventional and four natural foods stores called — you guessed it — Wild Harvest. British supermarket group J. Sainsbury acquired Star in 1998, took the Wild Harvest brand and created products and in-store boutique sections for its other U.S. holding, Shaw’s Supermarkets.

The photo at right depicts one of those in-store sections. The departments consisted of about 4,000 SKUs of national brand and Wild Harvest-brand packaged food including soy milk, rice, soups, sauces, fat-free crackers and spring water as well as dairy, meat and frozen case items. Judging by the hair, I’d guess this photo was taken very soon after the Star acquisition (for her sake, I hope it was).

Then Shaw’s/Star got bought by Albertsons, which used the Wild Harvest to rebrand and launch its own line of all-natural Angus ground beef in 2005.

In 2006, Albertsons was gobbled up by Supervalu. Through it all, Wild Harvest avoided the ax and today is sitting pretty as a nationwide store brand. And now that Supervalu has shuttered its stand-alone Sunflower Markets stores, it’ll be interesting to watch how the company takes what it learned there, and applies it to this time-tested, established natural and organic private label.

We love to talk about a good opportunity when we see one. There are a lot out there, for sure, but one in particular strikes us as a confluence of several disparate trends right now, including gourmet, fair trade, and this whole local movement we’re pretty fond of.

Care to sample some single origin?

A number of coffee, tea and chocolate companies, which rely on ingredients from exotic, far-flung locales like Sumatra, Kenya and Indonesia, have profited from single sourcing for the past several years. Rather than blend ingredients from around the globe, as so many brands did and still do, they’re capitalizing on the gourmet angle of the business by dividing sourcing into single countries or regions. The resulting product also has an identity and a mission, namely to support foreign farmers.

Now single sourcing is moving into the mainstream, and companies are promoting not just the source of the product, but the terroir, or taste profile associated with the area. Green Mountain Coffee, for example, provides information about the different countries that grow their new line of single origin brews and their different taste characteristics. From African countries you get citrus notes, while Indonesian beans provide a more smooth, earthy flavor.

“One of the most interesting aspects of coffee is how the tastes vary from region to region,” says Susan Cote, wholesale marketing director for Green Mountain.

Indeed. Companies are also expanding into new categories. Frontier Natural Co-op, for one, just came out with a line of single origin vanilla beans.

Judging by the numbers, it’s no wonder manufacturers are jumping in. Sales of origin-specific coffees are up 17% over the past year, according to Information Resources. And fair trade goods (which fall right in line with single origin) are increasing more than 40% a year, data from global co-op Fairtrade Labelling Organizations International shows.

With the economy in the dumps, who couldn’t use a little Sumatra these days?