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An Unappealing Product

3/12/2016

18 Comments

 
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by David Hagenbuch, Founder of Mindful Marketing
Do you find any of the following frustrating?
 
   - You can’t hear the TV when you’re eating potato chips.
   - Your laptop’s power dies, but the charger is in another room.
   - The auto detailer moves your car’s seat.
   - You want to turn off the lights but the bed is too comfortable.
   - You house takes too long to clean because it’s so big.
 
If you do, you may be experiencing “first world problems,” those trivial difficulties that people in rich industrialized nations bemoan, which pale in comparison to the challenges that individuals in emerging countries often endure.
 
There’s another apparently petite problem you may not have heard about: “I’d like to eat an orange, but it has a peel on it.”  In a world of seedless grapes and crust-less bread, why can’t there be peel-less oranges?  Well, thanks to a leading U.S. supermarket chain that wish recently became reality, although short-lived.
 
Whole Foods, the Texas-based retailer that bills itself as “America’s Healthiest Grocery Store” introduced a peel-less orange in some of its stores.  As the picture above shows, consumers could buy the single citrus, sans the skin, in a pint-size plastic container.  The retailer priced the package at $5.99 per pound.
 
It didn’t take long for the fruit-selling-strategy to come under fire, which started when a London-based shopper, Nathalie Gordon, posted a picture on Twitter along with a snarky remark: “If only nature would find a way to cover these oranges so we didn't need to waste so much plastic on them.”
 
No surprising, Gordon’s witty sarcasm didn’t just sink into the social media abyss.  Her indictment went viral, and within only three hours Whole Foods responded saying that it would pull the orange packages from its shelves.  It tweeted this apology: “These have been pulled. We hear you, and we will leave them in their natural packaging: the peel.”
 
So, case closed.  For once a company promptly processed consumers’ concerns and rapidly made the right response.  Well, not so fast.  Part of the reason Gordon’s commentary went viral is that it caused a social media melee: people had strong feelings for and against her critique and Whole Food’s reaction.  Those who responded in favor generally echoed the negative environmental impact to which Gordon alluded.  For instance, @StephanieBe tweeted, “[expletive, expletive].  That makes me unbelievably angry actually. Talk about necessarily contributing to plastic taking over the planet.”  Such strong support, however, was met by equally robust rebuttal.
 
The main criticism of Gordon’s tweet and Whole Food’s product retraction came from those concerned about individuals who can’t peel their own oranges.  There are likely millions of people who lack such digit dexterity due to a wide variety of conditions ranging from arthritis to amputation.  Many sympathetic to these persons’ plights voiced their support for the peel-less orange, as well as their distaste for Gordon’s tweet and the retailers’ reaction.  Here are a few of those opposing tweets @ Whole Foods:
 
  • “I'm so sorry you've decided to do that. I have rheumatoid disease and it's often impossible to peel an orange” (@pschiendelman).
  • “How do you feel about preventing disabled people from eating fresh fruit because some cracker complained?” (@decolonizeupdog).
  • ‎“Please don’t. A lot of ppl with disabilities like arthritis see them as a lifesaver, and don't appreciate the ‘joke’" (@KevinCarson1).
 
So, maybe having to peel an orange is not just another first world problem.  Does that possibility, then, mean that Whole Food’s introduction of the peel-less orange was “Mindful Marketing”?  Again, the answer is “not so fast.”
 
First, there’s no evidence that Whole Foods had any intention of helping those who suffer from conditions that would prevent them from peeling their own oranges.  The company didn’t mention that desire in any of its pre- or post-organgegate communication.  Plus, if the retailer really wanted to avoid physical encumbrances, it might have gone one step further and separated each orange into sections, making the fruit even easier to eat.
 
Of course, one might argue that the firm’s motivation doesn’t matter as much as the end result, i.e., people being helped is more important than why they are helped.  However, the long-term reliability of that outcome is also tenuous, for instance:
 
  • Some have suggested that that the packaging itself (a hard-to-remove lid) might pose a problem for those with limited manual dexterity.
  • The oranges’ high cost (nearly $6 per lb.) would make their purchase cost prohibitive for many people, particularly persons with disabilities, whose physical challenges often correlate with financial ones.
 
Of course, customers’ cost is not the only concern.  Even if Whole Foods’ peel-less oranges had helped a significant number of shoppers, there still would be the issue of environmental impact, which was the reason for Gordon’s critical tweet.  Likewise, one can only wonder how many of the high-priced oranges would have been wasted after sitting peel-less in plastic.  Neither of these outcomes would be desirable ones for a company that prides itself in environmental stewardship.

So, whether or not Whole Foods’ peel-less orange exemplified a first world problem, it did represent a real world marketing problem: a product that probably never would have created sufficient stakeholder value, while compromising the societal value of good stewardship.  The end result is another unappealing instance of “Mindless Marketing.” 

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18 Comments
Marissa
3/18/2016 11:08:44 pm

I really enjoyed reading this, at first, my thoughts were, "why would a store sell a peeled orange, people can peel an orange their self". As I kept reading, my mind changed. The idea of having a peeled orange for sale is not that big of a deal. Stores sell cut watermelon and pomegranate seeds for the convenience of a customer so what is the difference between a watermelon and an orange? The idea of people with arthritis being brought up was very interesting also, because it probably does help those who have this so much and they are not worried about the extra money they have to spend, there are always opportunity costs. There are a lot of products out there that waste plastic, this shouldn't be the only product that gets that kind of attention if that is the number one concern of others.

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Caitlin
3/30/2016 06:49:37 pm

My original thoughts about this blog is that it is spot-on. Americans tend to complain about things that have no real significance in the real world. I find the argument for the peel-less oranges to be weak. Those with limited dexterity in the hands have probably developed other ways around the peels. Similarly, people do not require oranges to survive. However, I understand the convenience of the peel-less oranges to those with limited dexterity in the hands and can understand the frustration they feel for being given this "gift" and then having it taken away. All in all, I do not believe that the peel-less orange was mindful marketing.

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Christina
3/31/2016 05:57:46 pm

This article is interesting to read. I did not know that there is a store that sells peeled oranges. At first, it sounds weird for me, and I agree with Gordon's comment. Why would they wasted plastic to replace the natural skin, and I think the oranges would not be fresh for that long without the peel. After reading along, I realize that some people might need oranges without the peel because they cannot peel it by themselves. But every decision that Whole Foods makes has a downside. If they promote the peel-less oranges for those who has arthritis or amputation from the beginning, people might react differently because the can see the social value. So I agree that the way they market this product is mindless.

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Abigail
4/1/2016 01:11:13 am

I found this article to be really interesting, especially in finding that Whole Foods' peel-less orange was initially mindless marketing that has turned into the benefit to some consumers. However, it has also led other consumers to be angry for the environment's sake. I think Whole Foods should have continued the peel-less orange to help those who cannot peel an orange. However, to resolve the issue of using plastic, I think Whole Foods should have brainstormed about using something else. By doing this, Whole Foods would satisfy both types of consumers.

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Sarah
4/1/2016 04:28:45 pm

This was an extremely interesting article to me. There were so many different elements to this story. From first world problems, to the environment, and finally disabilities. I can honestly say that I understand all the arguments about this orange. It seems really helpful, the epitome of laziness, and a waste of plastic. I feel like Whole Foods was just trying to come up with another way to help their customers, but it falls short because it adds unnecessary waste to the environment. Overall I feel it isn't the solution to those with arthritis. There needs to be some type of tool that peals the orange for you.

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David Hagenbuch link
4/2/2016 02:45:47 pm

I really like your suggestion, Sarah--a tool that can peel the orange would be much more helpful for everyone.

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Carissa
4/3/2016 11:00:59 pm

I remember seeing a few different articles bashing this product, but I had no idea that there were some customers that really loved the product because it was helpful for them physically. Rather than laughing at Whole Foods for what seems to be a wasteful product, knowing that it benefits someone else in a very helpful way, definitely changed the way I view this product now. If I were Whole Foods, I would definitely rethink the plastic packaging, but I would definitely look into ways that I can provide the disabled community with products that can also be of benefit to their lives.

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Jacqueline K
4/4/2016 05:30:44 pm

I have never heard of this story before so it is surprising for me that they actually thought of a way to peel the skin off of the oranges, making people’s lives easier. It is funny how Whole Foods, who started all of this, actually has good intentions behind doing this but backfired. Someone had commented on this issue, saying that it is actually a waste of plastic. However, there are others who was furious when Whole Foods decided to stop this concept. I feel that everybody has their own preference and a company will not be able to satisfy all their customers with all their decisions. It just made me realize that somewhere, there will always be someone who thinks negatively on what businesses do.

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Jordan Brazil
4/4/2016 05:49:14 pm

I remember when this picture went viral, and I remember laughing, but also feeling a great deal of irritation that anybody would even consider creating this product. So I really appreciated the points in this article brought up from the perspective of the disabled and those that often struggle with peeling oranges. It was a perspective I hadn't seen, and it reminds me that I need to remain sensitive to experiences outside my own! Ultimately though, I do agree with this posts conclusion that due to the lack of initial, purposeful consideration of disabilities, and the problems still faced by those with disabilities and the plastic wrapping, this is a mindless marketing strategy. I was happy to learn that Whole Foods pulled this product and made an apology. I had been appalled by the decision originally, but hadn't heard any follow-up.

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Jonathan d
4/4/2016 07:12:56 pm

This is an interesting article, when I first saw it I thought it was brilliant! Personally I would love to get just one, and have the experience "just because". When I first saw the comment I laughed and thought it was just a joke, once it blew up I realized how our society throws many things way out of proportion by means of social media. This idea is brilliant, BUT plastic. Plastic ruins this idea, being harmful to the economy it definitely is easily shut down. Without this flaw it may have a good chance of becoming quite popular.

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Peter
4/5/2016 12:11:09 am

This article brought out an interesting point of view. The whole foods company created a product to solve a first-world problem and had gotten a lot of back lash for it. Although it had some unintentional way of helping people with disabilities. I think instead of the company taking out the product, they could've re-worked it to fit the needs of people who cannot peel an orange. Instead of putting it in a huge plastic container, wrap the orange in foil or another protective case that can easily be peeled. They also could've made the orange more affordable. I do believe the company's original intention was mindless. But it had unintentional value. I think that it instead of putting it in the mindless category. I could have possibly be put in a category of its own if they reworked the product, unintentionally mindful.

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Colton Allen
4/5/2016 12:44:12 am

I found this article somewhat comical. Americans complain about everything. Social media was created for Americans to complain about there "first world problems". I love the fact that this girl made a comment about the plastic packaging around the oranges. I love that she said that, because it is ridiculous that first world people are so lazy now that they can't even peel their own oranges.

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Stefanie
4/5/2016 12:53:21 am

This was a very interesting article. I’m curious to understand the initial target market for this revised product. Would the extra cost really be worth the “service” of peeling it if the consumer still has to “peel” away the plastic somehow? Additionally, I was surprised to find Whole Foods, a store that prides itself in being “America’s Healthiest,” even supply these peel-less oranges. In a way it seems it is devaluing the freshness of the fruit, though this was not the immediate issue that went viral. I do agree that this was a case of mindless marketing.

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Jayun Lee
4/5/2016 02:43:21 am

As a frequent shopper at Whole Foods, I found this article very interesting. However, I know that this is not the first time that Whole Foods has had a product that went under scrutiny. I do not think that Whole Foods had people with arthritis and other disabilities in mind when they came out with the peeled orange. Furthermore, they should not have priced it at $5.99 when people can buy unpeeled oranges for much cheaper. I believe the problem is not the fact that it is peeled, but making it far less accessible than the average orange fruit.

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Jennifer
4/5/2016 05:23:32 am

I found this article very interesting because I did not hear about this product before. I personally think it is a great idea because I always have a hard time peeling an orange. Reading about customers that loved the product because of their disabilities I would think that this would not be considered wasteful. However in today's societies everyone complains about an issue and with so many social media tools people love to give their opinion on the internet. In the end you can't please the whole world, but I think this product should be back on the market.

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Beverly
4/5/2016 03:57:36 pm

Why couldn't this be simple-minded marketing? I think Whole Foods' marketing did uphold some societal value. Although Whole Foods did not specifically mention that this product was meant to help those with disabilities, it probably did satisfy a need of someone who does have a disability. Because it has filled a need for those with disabilities, couldn't this be simple-minded marketing? I understand that there is also the case of negatively affecting the environment by using plastic to contain the peel-less orange. In this area, Whole Foods has not uphold society's value of environmentally-friendly product, but it does uphold society's value of helping those with disabilities. What do you think?

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Darrel Wijaya
4/6/2016 03:12:23 pm

Perhaps it is worth understanding that most consumers to date desire more than just the product, however, it's innate, emotional - heartfelt benefits. Whole foods for instance just rings a bell in someone's head the moment they hear it. The fact that it's called Whole Foods is already a form of marketing itself. Words such as Organic, Whole foods, just somewhat provides benefits that are not scientifically justifiable. Sure they aren't environmentally friendly, but they're only good as a placebo effect. Frankly most things today have that placebo effect.

Reply
David Hagenbuch link
4/6/2016 04:12:12 pm

That's a helpful thought, Darrel. I'm sure what you've described influences consumers' decision making.

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