Cauliflower shock story

Should we complain about the cauliflower?
Should we complain about the cauliflower?

Well, it was a shock to Jo, one of my daughters. In one of her rare encounters with the kitchen she was dismayed at how small the head of the cauliflower was in comparison to the leaves surrounding it.

She was so horrified she got me to take a photo of it and weigh the evidence. The pound coin and the baked beans are for scale reference only.

The edible head of the cauli was 288g and the leaves alone weighed in at 548g. I’m not sure who she thinks we should complain to.

Through a very narrow association (supermarkets) this got me pondering on recent supermarket adverts. ASDA were claiming that they had over 2,000 items lower in price than Tesco. At the same time Tesco had just over 200 items cheaper than ASDA. On this basis ASDA were making themselves out to be the best.

This is a very interesting bit of positioning. You can see how the ASDA cauliflower got me here now.

The point firstly is do I want the 2,000 cheap ASDA items? Perhaps it is the 200 Tesco products at a better price that I want.

My second point is, are we after cheap or good value or a good experience. If the ASDA price claim is as powerful as they make out why are people going elsewhere? Why aren’t the queues always out the door?

Tesco were recently not advertising. This was to let word of mouth deliver their message virally. And here I am contributing to it! Good old Tesco.

I am a partner at Succession Plus. We are specialists in providing proactive, focused and strategic advice for SME owners to help them manage strategic Business Succession and Exit Planning. I am enjoying a career that has embraced product and service businesses at all stages of their journey. I have worked in technology, telecoms, consumer electronics, payments, media, and publishing.

1 Comment on “Cauliflower shock story

  1. Bad year for caulis because of the wet summer and flooding. I can confirm that Sainsbury’s and Waitrose have similar problems with theirs.

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