Why then I appointed Tesco then? (My)
Ignorance, (a logistic) convenience, and (the company) philosophy are the
answers I left in suspension at the end of last post. The first answer - which
is also the most laughable - is that in 2007 I didn’t know Waitrose existence (which is increasingly becoming my favourite
point of alimentary reference). Waitrose is more a European bazaar, so to say:
there you can find the best selection of every sort of international goods, and
I guess European travellers appreciate it more, because of its multicultural
and non-filtered flaunting of products. Moreover, Waitrose is pushing further
the Organic battle, line that I appreciate a lot.
 |
| Detail of Effects of good governance by Ambrogio Lorenzetti, 1338-1340, Palazzo Pubblico, Siena. Organic farming means essentially an holistic and ecologically balanced approach to farming, avoiding the severe usage of specific chemicals. http://en.wikipedia.org/wiki/Organic_food |
Waitrose acquired Duchy the brand once owned and launched by HRH Prince of Wales, Duke of Cornwall. Waitrose licensed the brand that was suffering substantial losses, due to the abrupt fall of organic sales and because the organic inclination is now satisfied by a wider spectrum of goods at lower prices. Waitrose now pays royalties on sales, so it is basically the market which will decide and the food-industry-chain is more rationally organized. I shall come again on this subject, because I tend to appreciate both the Prince's efforts and the solution achieved.
 |
 |
Let's head back to the primary argument: why Tesco? Proximity made the choice simpler! Morrisons, Asda, Sainsbury’s and Marks & Spencer were too far from Warrender Park Road (where I
used to live) and - at that time - I wasn’t shrewd enough with the online shopping:
If Waitrose
is more open to contaminations, Tesco,
Sainsbury’s, Marks & Spencer are, instead, more essentially British: they fear to detach too much from what British people are believed to fancy. I should devote a page to them as
well, sooner or later! It is virtually impossible to shape a personal idea, without shopping in
all of these places. Especially to signal those asperities related to
employment factors, often debated within the British society, but under surface
for foreigners.
 |
| http://deanvipond.com/blog/?p=129 This blog offers an interesting angles about brands and capturing words. |
The second reason I picked Tesco then was its relative
closeness. Lastly, it was extremely evident its selling angle: there are
essentially three streams of products and it's easy to stuck to what we understand. Everyday
Value (once Tesco value) is
thought to help people save money. The brand’s motto is Every little helps, which pays its debt to the hard discount
initial vocation "pile 'em high,
sell 'em cheap". It is a foul play - for my taste
- the use of the word value: the
effect is that of stressing on the reduced cost, yet alluding to a sneaky
ethical field. The high abuse of Palm Oil, Sugar, Salt, Preservative and Fats
does not really make these goods appealing, neither to my palate nor to my
environment friendly inclination: they aren’t poison, but definitely not ambrosia.
 |
| In my opinion this line of products is too shabby in presentation and quality, there are wonderful exceptions related to foil, cling film, oven paper (non edible stuff) |
Then there’s (standard) Tesco, which offers a good range of merchandise, but too many ready
meals, which encourage people’s laziness and uncritical attitude. If you ignore how to cook something, you
cannot judge it. On the other hand, Tesco
seems attentive to local products, which on the average is a good effort. I noticed, for instance, that Waitrose, here in Scotland, privileges English meat to the Scottish one, which is fine, but does not help to create a short food chain.
 |
| http://realfood.tesco.com/our-food/tesco-standard.html |
Here what the brand itself states on Tesco standard
Finally, we have Tesco Finest, which I would like to define REAL FOOD: Tesco Finest* is actually able to challenge - in
terms of prices and qualities - with M&S
and Waitrose best items. Only how consumers will enact (or “inact”)
is going to force food groups to diversify – according to more respectful
policies - their goods assortment. I have to admit it: I am in love with Tesco Finest*. Not even soups are a
turn off. This addiction is beneficial and healthy and it teaches a little
lesson: good food costs only a bit more than sub-standard food, but it is also
important not to make it become a fetish. Tesco Finest* is a combination of knowledge, expertise, care, quality and choice: not an easy goal:
Sometimes, I got almost offended by the
co-existence of shoddy goods and excellent ones. It is unfair: it is a shame to
acknowledge how many superb aliments Great Britain has and trades and how
miserably low is its food reputation. Moreover, I disagree with the market rule
of demand and offer: if you invest in the organic philosophy, fostering an
ideological battle, those organic goods will cost less and even who is not
aware of what she/he is eating will feed her/himself better. Tesco Finest* is often lush, but not always heathy: it is a guarantee of quality, yet indulging on something too caloric doesn't make it suitable for an every-day diet. For instance, an high consumption of vegetable crisps, which I personally adore, might produces a misbalance of your blood system, because of the excessive assimilation of salt:
 |
| Vegetable crisps...a decadent temptation |
In my small way, I try to influence the
orientation of these chains, selecting only quality products, preferably
organic, preferably local. Tesco Finest is inside the highest standards, this
is for sure! How to cope with its costs,
someone might ask? Waiting for offers, planning the diet, avoiding whims helps
me to keep myself fitter, eat better, and spend much less, without passing
through frustrating renounces. Is Tesco Finest* the answer? I do not think so, but it is a valid option, which as to be flanked by varying the place where one shops. A critic:
often the packaging of Tesco Finest is too loud and useless, for instance in the shortbreads. My wish is that self indulgence does not become and excuse to forget food is not a gratification in itself, but is much more. In next post, I shall provide some practical purchases I made.
 |
| A critic...from Disney Ratatuille |
No comments:
Post a Comment