A holistically sustainable concept and iIts marketing:The RealFood Fusion Shop

Abstract

This paper portrays a holistically sustainable concept and its marketing. The case of the RealFood Fusion shop shows how a fruit and vegetable shop can become a centre of education on the topic of sustainable nutrition. In the context of community development, it contributes to a healthier community with less destructive impact on its environment. At the same time, a local food distribution centre is a key element of a local business structure. To have a long lasting effect on a region’s awareness on how to support socially and environmentally aware community development the new business model also has to be financially sustainable. The new business concept offers prepared take away meals, juices, smoothies and local teas and coffees because they have higher margins then unprocessed fruit and vegetables. The concept is a link between a monetary driven society and the desire to push the implementation of sustainable values and habits into the mainstream. While the transformation of the economy and politics takes a long time, this model creates a demand for traditional and at the same time sustainable small--‐scale agriculture on a grass--‐root level by reconnecting the community with their local food supply. Another social aspect of the RealFood Fusion Shop is supporting disadvantaged members of the community by involving them in the workforce. The main promotional means of this model are education, experience and relationship building. Education on the impacts of modern farming methods shows the need to change habits; the transparency of the model portraits an alternative food supply and the practical guidelines on sustainable nutrition allow the community to learn about the day to day practices that allow health for the individual and the environment. Creating pleasurable, social experiences gives the context and the motivation to learn and change behaviour and builds the foundation of strong relationships within the community. This enables organized collaboration. The marketing strategy for the concept involves modern means, like social media and websites to reach a wide audience and to spread its message in society. This case study is an example for the practical implementations of sustainability on a micro level to solve international concerns, like resource depletion and the rising costs of the health system.