The British supermarket chain is building an image that identifies with sustainability, environmental focus and ethics. The chain intends to wield its power to give its customers the opportunity to choose food based on their convictions.
Before last weekend, Sainsbury’s made a strategic choice in purchasing that could be perceived as controversial, and which took both fishermen and the fishing industry by surprise.
There has long been talk of the retail chains’ command over food producers, but there are few producers that will protest publicly about, for instance, Sainsbury’s linking up environmental conservation and ethics to its purchases.
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