You Gotta Follow Up!

Pity poor Loblaws (LCL), Canada's largest grocer.

I’m sure you have heard of their recently announced National programme to highlight “locally” grown produce over the summer months.

See the Loblaws press release here
http://micro.newswire.ca/release.cgi?rkey=1808119777&view=62151-0&Start=0&htm=0

Grown Close To Home is, to me, a good idea that ties in to all those things Canucks hold dear (hard working, salt of the earth farmers, tasty fresh produce in at least part of the year), it ties in to the trendy “100 mile diet”, and it’s also an answer to those critics in the past who have complained that Loblaws carries "mostly" imported produce even in the summer. What’s not to like?

Well, wouldn’t you know it, someone in Halifax noticed some mislabeling, and incorrect signage. Seems some U.S. and Ontario produce was signed Atlantic and Grown Close To Home.

Here’s the article from the Halifax Chronicle Herald.
http://thechronicleherald.ca/Metro/1196845.html

And senior PR honcho David Primorac at Head Office in Brampton had to respond. Because this is an important National CORPORATE programme remember.

Now, is anyone in our industry actually surprised? I doubt it. I’m not a betting man, but I would be immensely shocked if that was the only LCL store across the country where the produce stocking and displays weren’t according to Hoyle. Everything we have ever done on special promotions, displays over the past almost 20 years, says somewhere between 40% and 60% of stores will be non-compliant in terms of timing, location, signage etc. for the promotion without special attention, follow-up, or checking. And this isn’t just a Loblaws issue … it’s a retail "I have too much to do and only have so many people issue".

The learning? No matter how important, no matter how high profile the promotion, if you want your programme (even LCL's head office) properly implemented … you gotta follow up and check!

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