Piers Fawkes: The Co-Op Corp MultiBrand Organization
Could a national brand platform drive the business success of local producers?
People seem to be rejecting the notion of large corporations and are looking for companies whose people and story they can connect with. Business Week only recently wrote about the problems that the generation-relevant burger-chain Shake Shack was giving an out-of-touch McDonald's.
In addition to this, more and more people are electing to choose to trade with companies that are in some proximity to one another. We see this with the rise of farmer's markets and the craft beer movement. We see this with foods – like freshly prepared pastas from a local Italian-American family business.