I was sitting in the German headquarters of Unilever a few weeks ago--it's an incredible eco-building that is very modern and cool-looking--and was talking to their head of supply chain. He was lamenting that the reason consumers don't buy more organic products is "because organic's not sexy enough."
Think about that for a minute. Everyone complains out the wazoo about the price of organic food. But here are a few expensive things you never hear ANYONE complaining about the price of: Manolo Blahniks and other designer shoes, gourmet coffee and chocolates, fancy cars, flat-screen TVs, designer handbags, and finally, (often toxic) beauty products. OK, admittedly, there are many people who can't afford to buy those things and simply won't--but there are a lot of people who CAN afford those things and DO, but don't buy organic foods and products because, well, they just aren't sexy enough.
So what makes something sexy? It's got to look good...really good. It's got to taste good (and I mean yummy). It's got to make you feel special and excited...and hot. It's got to give you pleasure...intense pleasure. Does that describe your usual trip to the health food store? (Farmer's markets have the added bonus of an opportunity to flirt with the cute farmers, which can be sort of sexy.)
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