Making profit from the "home grown" initiatives | MIPIM-World Blog

The notion of “Made in (fill in your native country here)”  has certainly been on the upswing for the past several years. The problem? Making profit from such “home grown” brands. Lately however, the trend has been implemented not only in the form of new young companies, but also with well established brands looking to capitalise on the growing movement. Here are some of the examples as listed in the June edition of the MAPIC Innovation Newsletter.


With Love, From Brooklyn

With Love from Brooklyn

With Love from Brooklyn

From Brooklyn, a curated source of locally made gifts

With Love, From Brooklyn is a company that sells a variety of gift items that are made locally. Edibles, illustrated prints and cards, and even the locally derived Brooklyn Cruiser bicycle are available from the company, which aims to showcase local food artisans and artists.

Gift packages such as the “Locally Grown” pack are available, which includes a curated selection of local, organic produce such as Saucy by Nature Pumpkin-Ginger sauce, Brooklyn Grange homegrown honey and hot sauce, Anarchy in a Jar Hot Fireman’s Pear jam, and a tea towel designed by local illustrator Claudia Pearson. The works of numerous local artisans are represented, and unique gift sets can be custom-curated as well.



Social media platform connects farmers with local buyers

UK based Sustaination is an online platform which aims to connect food producers with local buyers via a dedicated social network. The site facilitates the creation of local and regional food supply networks; both buyers and farmers can create a profile on the site and list the produce they are looking to buy or sell, as well as viewing other parties willing to do business in their local area. The resulting supply chains mean that buyers can offer their customers fresher food from local farmers, with a minimal carbon footprint, while farmers can reduce packaging, fuel and transportation costs.



Subway Japan launches an instore vegetable laboratory

The Japanese franchise of fastfood chain Subway announced a venture with large Japanese science corporation Ribanesu Inc. to create a feature store in the Marunouchi Building opposite Tokyo Station.

The feature store consisted of a glass-enclosed, in-store vegetable laboratory called the 831 Lab – where customers could watch fresh lettuce grow as they ate. The organic lettuce was farmed with hydroponic, pesticide-free methods and available to customers as a premium ingredient for their sandwiches.


Lay’s Argentina

Lay’s introduces unique vending machines to Argentina

Potato crisp manufacturer Lay’s Argentina (owned by US corporation PepsiCo) has introduced a special type of vending machine into Argentine stores. In Buenos Aires, customers of supermarkets Walmart and Carrefour can obtain a specially labelled potato, and after inserting it into the Lay’s machine, it transforms step-by-step into a packet of salted crisps. Featuring an intricate display of tubes, flames and boiling water which seem to prepare, cook, and finally package the crisps, the machine actually just shows a particularly convincing one minute video which recreates the process realistically.



Tibet 5100

Tibet 5100 Water Resources Holdings

Chinese bottled water brand Tibet 5100 has announced plans for international expansion. Sourced from a 5100 meter-high glacier spring, one 330ml bottle of the premium mineral water retails for five times more than regular bottled waters, costing around CNY 7.50 (USD 1.20). In China, Tibet 5100 outsells foreign brands such as Evian and Perrier.



SuperBrugsen has just launched an initiative asking customers to suggest local products they would like to see on the shelves of their nearest store. Via a form on the Danish co-operative superstore’s website, anyone can suggest a locally-made product or local supplier, with a description and the reasons why SuperBrugsen should stock the item. The stores’ managers taste test any products to ensure quality, with the aim of introducing 500 local products to its 230 branches upon completion of the scheme.


Download the entire MAPIC Innovation Forum June Newsletter here


See all past issues here!



Image: Subway 831lab

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