Earlier this week, the Frito-Lay company announced the launch of its new "chip tracker," which allows people to log onto their website and enter their zip code to find out where their newly purchased potato chips were made.
According to Frito Lay, the idea is to support American farmers. According to critics, the idea is to fool consumers into thinking that Frito Lay chips are "locally grown," which is not true since their potatoes are grown and harvested on industrial farms. But regardless of the nuances of Frito Lay's new "chip tracker" program, it's clear that the company is trying to capitalize on a trend that only real small businesses can create and project as an authentic part of their brand's personality.
As statistics continue to show that people want to buy locally made products from people in their own communities, I predict that over the course of the next decade, the most successful participants in just about any industry will be companies with a strong local presence that demonstrate a sincere commitment to support agriculture, family and industry of all kinds right in their own back yards. Frito Lay and other capitalist copy cats can say and do what they want, but consumers can spot a capitalist copy cat a mile away.
If you are a small business owner who makes products in the local community where some of the ingredients in those products are created, you have a hugely important and appealing story to share with the world.
Question: Does your small business stand strong in support of your local community? How do you convey that commitment to your customers and other stakeholders in support of your business goals to be a good corporate citizen while sustaining a healthy profit margin? Share your "locally made" story in the comments section below.
I have enjoyed reading your blog and have gleaned some good information from it. I realize that you are just reporting what the critics in the USA Today article are saying, but what they said is not entirely true. I live in northern California in an agricultural area with a relatively small acreage base. My husband and I could think of at least six family farms in our area that are contracted to grow potatoes for Frito Lay. These farms are some of the most successful in the area because Frito Lay has helped provide them with a stable market. As a result they are able to provide a lot of people in our area with a family wage job. I wouldn
I have enjoyed reading your blog and have gleaned some good information from it. I realize that you are just reporting what the critics in the USA Today article are saying, but what they said is not entirely true. I live in northern California in an agricultural area with a relatively small acreage base. My husband and I could think of at least six family farms in our area that are contracted to grow potatoes for Frito Lay. These farms are some of the most successful in the area because Frito Lay has helped provide them with a stable market. As a result they are able to provide a lot of people in our area with a family wage job. I wouldn
@Erika: I’m so glad you are enjoying this blog and the community of smart and empowered small business owners here! Your comment makes some great points! I would love it if any of your family famer friends would stop by the blog and share some of their story as a Frito Lay local farmer.
I am excited to see Frito Lay do what so many other small businesses have done naturally for years. It’s also great to see their new program get broad exposure so small business owners who may not have thought of the local angle before can see a fun example of how it can be done.
Thank you for stopping by and sharing your thoughts and what you’ve noticed on this topic in your own back yard.
@Erika: I’m so glad you are enjoying this blog and the community of smart and empowered small business owners here! Your comment makes some great points! I would love it if any of your family famer friends would stop by the blog and share some of their story as a Frito Lay local farmer.
I am excited to see Frito Lay do what so many other small businesses have done naturally for years. It’s also great to see their new program get broad exposure so small business owners who may not have thought of the local angle before can see a fun example of how it can be done.
Thank you for stopping by and sharing your thoughts and what you’ve noticed on this topic in your own back yard.