I Shop Therefore I Am: Branding & Beliefs, #TheNewGrocer Edition

👀 “I Shop Therefore I Am" (1983) - one of Barbara Kruger's many iconic lines captured in her bold typographic artwork; borrowed from the French philosopher René Descartes “I think Therefore I am'. Kruger's work examines stereotypes and the behaviors of consumerism.

💰The power of branding has perhaps never been more ingrained in our personal identities - the associations many consumers choose to have with the brands they select to purchase from and endorse has undoubtedly become a part of how they represent what they believe in and subscribe to. 🛒 The shift towards conscious consumerism and an awareness of consumption impact is a shift we're thrilled to see adopted.

🤍 We're big believers in supporting brands with a conscience, to us that means: 1️⃣ ethically-made (not exploiting the planet or workers in the production and distribution process), 2️⃣ community-minded (support small business and encourage local sourcing of ingredients), 3️⃣ longevity-focused (products made better, last longer = less consumption longterm) - in summary, a good-for-you good-for-our-planet philosophy.

🛒 As part of our #TheNewGrocer series, we're highlighting creatives that are re-imagining what a grocery experience can be - here are a few winners at the top of our list:

🥬 CSAs (Community Supported Agriculture): We love to support locally-owned businesses and independently-operated farms; localharvest.org is a great resource to find local CSA options near you.

🍊 MisFits Market: founded with the mission to tackle food waste, Misfits delivers organic "ugly produce" for up to 40% less than traditional grocery store prices - just because produce isn't aesthetically perfect, doesn't mean it should be discarded. We love how Misfits is bringing fresh foods to those who have limited access. Boxes are $22-35 (depending on size) and are chock full of diverse produce. Misfit has exploded in growth the last few years; in 2021 alone, Misfits has rescued the same amount of food as it saved in 2020 as a whole. In 2020, Misfits shipped 77 million pounds of food to more than 400,000 households across the U.S.

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🥙 ChoiceMarkets: based in Denver, Colorado, this progressive corner store is reinventing what a convenience experience can be and smartly adapts their store offering based on location. Featuring a fantastic assortment of local favorites, craft beer, organic foods, family meal kits, delicious deli options and an overall elevated c-store experience, Choice is quickly becoming a favorite amongst Denver neighborhoods (plus they offer free delivery). A+ for their product curation, which includes many small businesses in Colorado and throughout the country. Early next year, Choice will launch fully automated stores inside shipping containers that can be placed anywhere; we appreciate the ambition of this tech-forward brand.

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🍰 Goldbelly: delivering crowd-pleasing desserts (and foodie favorites) from iconic American bakeries across the country, we love how Goldbelly brings the delicious craft of small business bakeries to our doorstep. Goldbelly is our go-to for special occasions (looking at you @wetakethecake & @charmcitycakes), check them out this Father's Day, June 20 🗓

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