Looking at Literal as Well as Figurative Growth
Lateral thinking grocers and supermarkets are beginning to notice a growing trend, with potential as a growing opportunity, for people planting their own gardens.
In the U.K., The Independent on Sunday newspaper has joined highly respected gardening charity, the Royal Horticultural Society (RHS), in a "Let Children Grow" campaign. Described as "an ambitious initiative to encourage the nation's children to grow their own fruit and vegetables," it targets deprived areas, particularly those with combinations of poor health, low income and levels of aspiration, distributing seeds through elementary schools.
By working with young people, the idea is to improve their health while teaching them what to eat and where food comes from. RHS research suggests it can "help improve academic achievement, behavior and confidence among pupils. It can contribute to the mental and physical health of children."
In addition, the RHS has established a Campaign for School Gardening, sponsored by supermarket chain, Waitrose, offering support and an educational network for schools across the country.
According to the newspaper, most of the children "are learning for the first time about gardening, and with it the enjoyment of fresh air, appreciation of the environment, healthy eating and in turn the prospect of a longer life."
Parents and teachers can keep up with the campaign and access free starter kits of seeds, growing calendars and fact sheets through the newspaper's website. It is estimated that if all elementary schools in the U.K. started practical gardening, nearly five million children aged four to 11 in 21,500 schools would benefit by cultivating anything from window boxes to raised beds if there isn't enough space for a dedicated garden in the school grounds.
The campaign has been endorsed by Ed Balls, Secretary of State for Schools, whose department runs a Growing Schools program offering resources to teachers. "We already know from the success of the DCSF's program that schools recognize the importance of children learning about the environment, where their food comes from and our dependence on natural resources. School gardens can be a great place to teach the curriculum and important life skills and this campaign gives teachers the tools they need to do this," he said.
Discussion questions: Can/should retailers encourage and sponsor such education programs to inspire consumer loyalty? What's the likelihood that similar teaching kids to garden programs will bloom in the U.S.?
[Author's commentary] Creative retailers can find ways in which to work with customers and communities can encourage people to shop and spend even if they are not directly being sold something (e.g., if they grow their own vegetables, they may want other ingredients to make up a meal or gardening tools, seeds etc). Grocers and supermarkets can be in there encouraging them rather than curling up and worrying about it stopping people from shopping. Parents who see retailers helping their children's schools may be particularly responsive.