Glocal

The point at which local culture is influenced and reformed by external global trends. Glocal culture celebrates the external influences of globalisation through a cultural norming worldwide. The concept of glocal plays a role in the way we interpret human and social truths.

The global recession hit many retailers hard, particularly amongst their core customer group – low budget customers. Value propositions, once a marker of low-cost products for the masses, had fast turned into a symbol of everything that was wrong with the food industry.

Our global ethnographic research into the life of a low budget customer showed that being poor did not equate to an acceptance of bad food. In fact, when looking at low budget customers across the world, their one unifying factor was that they were the most discerning customers over quality, because they cooked everything from scratch. So why would they buy a ‘Value’ product? The result was a global rebrand that turned Value ranges into local Farm Ranges, where meat, vegetables and fish all came from specific, named farms, recognising the point at which local culture and global trends meet.