這篇文章從行銷角度探討美國四個有機巨星級品牌：Stonyfield Farm, Ben & Jerry’s , Burt’s Bees , Tom’s of Maine’s 都發源於新格蘭地區, 為甚麼？
Professor Jane E. Rosecrans of Virginia’s J. Sargeant Reynolds Community College notes that the green values championed by the afore-mentioned brands echo many of the ideals that were advanced in New England in the mid-nineteenth century by Transcendentalist writers like Ralph Waldo Emerson and Henry David Thoreau.
扯到愛默生與梭羅, 您認同嗎？
起碼我補充作者嚴重疏忽, 沒提出美國成立於１９４７年的有機產業的搖籃濫觴Rodale Institute
In Accidental Branding, David Vinjamuri looks at brands such as these that have achieved tremendous success despite having been founded by individuals without formal business training. Noting that New Englanders have a connection to the land that goes back nearly five centuries, the Connecticut native told us, “Probably for that reason some of these great accidental brands that are really connected to the land and to the environment have sprung up in New England.”
Interestingly, all four of these brands make strong appeals through their product offerings to sensory experience. Consider Ben & Jerry’s Chunky Monkey ice cream or Tom’s of Maine’s honeysuckle-scented shaving cream. Numerous writers have noted, for example, that Thoreau was unique among the Transcendentalists in his sensual approach to understanding nature. His writings abound with accounts of sensory encounters with New England's natural world—including the scents, sounds, and tastes he found there. Thoreau discovered in these sensory experiences a conscious alternative to more intuitive ways of understanding the world.
Thoreau scholar Alan D. Hodder of Hampshire College in Massachusetts told us he could imagine Thoreau influencing some contemporary business strategies—especially those designed to appeal to the substantial baby boomer demographic. Said Hodder, “Thoreau has become something of a cultural icon, particularly among sixties' boomers, when his popularity went through the roof, so it's not surprising that [corporate] mission statements echo some of his values.”
Consider Burt’s Bees. With their tactile, scented and sometimes flavored offerings, Burt’s Bees’ natural skin care products provide heightened adventures in sensuality. We spoke recently by telephone to Roxannne Quimby, founder—along with beekeeper Burt Shavitz—of the company, about the influence that Thoreau has had on her own ideas.
Quimby told us Thoreau was a “prime motivator” in her decision to move to rural Maine, where she eventually met Shavitz and started Burt’s Bees. “I was living in California at the time, just graduated from college, and had read Civil Disobedience and tackled The Maine Woods a few times. Some of his essays were very inspiring to me.”
Interestingly, all four of these brands make strong appeals through their product offerings to sensory experience. Consider Ben & Jerry’s Chunky Monkey ice cream or Tom’s of Maine’s honeysuckle-scented shaving cream. Numerous writers have noted, for example, that Thoreau was unique among the Transcendentalists in his sensual approach to understanding nature. His writings abound with accounts of sensory encounters with New England's natural world—including the scents, sounds, and tastes he found there. Thoreau discovered in these sensory experiences a conscious alternative to more intuitive ways of understanding the world.
Thoreau scholar Alan D. Hodder of Hampshire College in Massachusetts told us he could imagine Thoreau influencing some contemporary business strategies—especially those designed to appeal to the substantial baby boomer demographic. Said Hodder, “Thoreau has become something of a cultural icon, particularly among sixties' boomers, when his popularity went through the roof, so it's not surprising that [corporate] mission statements echo some of his values.”
Consider Burt’s Bees. With their tactile, scented and sometimes flavored offerings, Burt’s Bees’ natural skin care products provide heightened adventures in sensuality. We spoke recently by telephone to Roxannne Quimby, founder—along with beekeeper Burt Shavitz—of the company, about the influence that Thoreau has had on her own ideas.
Quimby told us Thoreau was a “prime motivator” in her decision to move to rural Maine, where she eventually met Shavitz and started Burt’s Bees. “I was living in California at the time, just graduated from college, and had read Civil Disobedience and tackled The Maine Woods a few times. Some of his essays were very inspiring to me.”
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