The People's Supermarket

Posted by: Fiona Cameron

A new kind of Supermarket...

We stumbled across this new supermarket. With fears of a double dip recession looming here's a new type of business which isn't run by 'fat cats'.

'Good food for and by the people' is their aim. It's an interesting concept. You become a member, pledge to work 4 hours a month and you share in the business. As they save on staff costs, they pass on cheaper food prices to all members. Profits go back into the business, (very a la John Lewis we know). Now you may be thinking that this is some kind of hippy/communist concept. Well it seems not. The person behind it in the UK is innovative and forward-thinking chef Arthur Potts Dawson. He started what was billed as Britain's Greenest Restaurant so he's no business slouch. He's an example of a Social Entreprenur,"Right now, food co-ops are the future," Potts Dawson says in the Independent with confidence. "They are perfect now because of the financial troubles every one is in. Then once they have established themselves as de rigueur I think they will be a very nice place to work in."  In effect what he has established is a food co-operative which we know from other business models can work well.  Channel 4 is making a documentary about the project which will be screened in the autumn so keep your eyes peeled. 

The shop in Conduit Street, near Great Ormond Street Hospital in London is an example of back to basics branding. Hand written posters and price labels abound. Yet there is something homely and unique about the simple feel the shop has. Whilst rough around the edges the supermarket is easy to navigate, the staff (members) are friendly and listen to your requests to get new products in. You won't find food flown in from all corners of the world adding to your guilt about your Carbon Footprint either.  Instead you'll find seasonal food. It makes a refreshing change from some of the multi-million supermarket chains that have taken over local communities. So it's proof that branding can be humble and community focused and still make a strong business statement.

Why not check it out for yourself?  

Just visit 72-78 Lamb's Conduit Street, London WC1 3LP. It seems you can create a community supermarket in the heart of the City.

Find out more on their website http://www.peoplessupermarket.org/ it's also a great example of simple branding and content reflecting a businesses core values.