Value Is the New Green†

Wall Street Journal, March 13, 2009 — Until recently, being green was the best way for companies to demonstrate a sense of social responsibility, and for consumers to feel good about their purchases. Healthy food, hybrid cars, energy efficiency — these were the attributes that burnished brands.

But now green is taking a back seat to a new core value — value. Green hasn't gone away, but companies are having to consider their "value" equation to try to serve the millions of consumers who either can't afford premium experiences, or just don't want them anymore.

Trader Joe's Recipe for Success

By limiting its stock to specialty products at low prices, Trader Joe's sells twice as much per square foot than other supermarkets

BusinessWeek, February 21, 2008 — It began with plain, "Greek style" yogurt, which has a somewhat sharper taste than the traditional American kind. Then came the nonfat version and one mixed with honey. Soon, a cornucopia of new flavors appeared. Strawberry, fig, and the truly yummy apricot/mango blend.

Trader Joe's

Quirky Mart

Brandchannel.com, February 19, 2007 — From a marketing perspective, grocery stores always seemed to be a sleepy, amorphous category without a lot of brand innovation.