EnviroKidz Organic Gorilla Munch Cereal
This breakfast cereal that I recently discovered in a quest to find food that my daughter can eat (she has several food allergies) features a picture of gorillas drawn on the front along with the a logo stating that "1% of sales donated to wildlife". I started to think if this had any potential to raise money for environmental groups. If my daughter eats 1 box of cereal each week of the year at $3 a box thats $156 for cereal each year. Now if they donate 1% of that to wildlife, "nature" gets $1.56 of that. Does this seem like a marketing scheme and not a fundraiser to anyone else? You can see what groups they are donating to at http://www.envirokidz.com/friends.htm.
The back of the box has a story about Kureba the gorilla and states that by buying and eating thier cereal that your saving the gorillas.
posted by Kent @ 8:01 PM
2 Comments:
What i bet they did also was add 1% to the price of the cereal. So they figured the cost, and added 1%, so technically it is most liekly not even costing them the 1.50. (My friend worked for a theater that was donating .25 for every combo meal to poor people or something, they just raised the price a quarter). Is it wrong, well if people see the benefeits in buying the cereal going to the benfeciaries than well its the consumer choice. Are the companies acting saintful, no. The question youve got to ask yourself is it worth paying the extra amount to this cause instead of buying the cheaper cereal and donating stuff by yourself. I say well its better than nothing, but id buy the cheap stuff and buy my kid a stuffed gorilla, they'd really like it better in the end.
The owners of this cereal company and its employee’s have to make a living. Why not do it with something that you care about? Given that they are entrepreneurs enough to create this company don’t you think that they could think of something more lucrative to spend their time on than “Our Planet’s First 100% Certified Organic Cereals for Kidz” Do you honestly think that some person out there had a light bulb pop up above their head and said “ I know! I’m gonna make millions off organic food for kids!” I consider it safe to say that this organization, regardless of their version of a fund raiser, is driven at least in part by ideology not just making a living. Now regarding their “marketing scheme” although I don’t deny a marketing element to it, that marketing element is for their perceived ethical cause and 1% of every million dollars of top line revenue is another thousand dollars donated. In other words the chump change adds up if they reach any reasonable level of success. And further, if the company has less than a million dollars top line revenue it has a lot more problems to tackle than lame marketing schemes. Yes, they probably build that 1% into the cost but would people who buy their products be donating it otherwise?
(But truly, do I care? No. I just thought it might be fun to argue as strongly as I can the cause of the Organic Cereals for Kidz.)
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