Monday, June 23, 2014

The (Fair) Price of Milk

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Booths is one of my Lovemarks. A north England supermarket that cares about detail, cares about stories, and most importantly, they understand that the art of shopping is not just about convenience or price – it’s in the experience. In the cut throat, bulk-buying industry of supermarket chains, Booths takes the grocery experience back to its roots and slows it down; reminding us that the things we buy should be enjoyed and savored.

Booths creates relationships with people on both sides of the chain of supply and demand. They do it by going that little bit further. For shoppers, they don’t just tell you where the delectable raw milk cheese you’re buying is from, they tell you the backstory on the people who made it. They also offer potatoes dug up that same morning from a garden down the road. That’s one experience you won’t get anywhere else.

They also take care of their producers. Recently Booths has generated a lot of positive PR for themselves by committing to pay dairy farmers a fair price for their milk. Why? Because over the past decade the squeeze on the milk price has seen the number of dairy farmers fall from 25,000 to about 14,500. They can’t make a living. Booths is not the biggest seller of milk in the UK by any stretch, but they want the people they buy from to focus on quality, not survival - and they know their customers will agree. Sure, it makes their products a little more expensive , but as founder Edwin Booth says, “it’s the price the consumer should be paying”.


Simon Bell said...

Booths are doing really well to create such good value for everyone, so much in the local economy too. I have great memories of Booths in Kendal dating back 25 years ago when I used to go shopping there with my Gran. We'd walk the 3 miles to Booths, and then back with all the shopping! I think one of the reasons I remember this so well apart from being with my Gran, is because of how nice the staff were to me in store. A kind part of the world all round. I often think how well stores like Booths would do if you could just transport the entire store, staff products, kindness and all, and plant it bang smack in the middle of London. I don't think that the warm friendliness would survive the city for long but it would be good to see the reaction on consumer faces as they experienced Booths for the first time.

Media Messiah said...

We need more Booths and less Tescoids in this world.