Shoppers go greener despite recession

by Anne von Ferhn
Shrinking family budgets could bring dark days for the organic food and green product sector. According to a survey of 800 people by designer agency Blue Marlin, people are less willing to spend on more expensive green products and are suspicious about environmental claims companies make.

But green businesses in inner Sydney say they haven’t felt the pinch yet and instead report stable customer numbers and sales. They are convinced that a slow economy will result in more people wanting better value for their money rather than sticking to generic mainstream products.

Founder and director of the green company TODAE, Danin Kahn, said the business is doing much better than expected. ‘In December we had our biggest Christmas ever.’

The TODAE store in Glebe and its online business, which offer more than 2,500 products, had been doing well. ‘If the credit crisis deepens, I think it will be natural that people shy away from products across the board ‘ conventional, mainstream or green,’ he said.

Other people in the industry are also at odds with the survey results, saying that people who have already switched to a more environmentally aware lifestyle won’t go back. Megan Hewitt of the Good Organic store on Surry Hills’ Crown Street says she has not noticed any changes. ‘It’s been consistent,’ she said. ‘I think people are more concerned with their health these days.’

Elizabeth Taylor, who organises organic farmers markets around town, said customer numbers have in fact increased. ‘It’s been busier than ever,’ she said. ‘Normally, January is very quiet but that hasn’t been the case.’ People coming to the markets only buy what they really needed, she explained, and don’t get distracted by additional bits and pieces like one does in the supermarket.

‘Because they are shopping for specific things, they are keeping their costs low,’ she said. For many people the markets not only offer fresh and real food, but they also provide a village atmosphere. ‘The community feel of a market makes people come back and it attracts new people to join the experience,’ Ms Taylor said.

A more personal environment was great for kids and allowed especially elderly shoppers to feel looked after.

‘This is not a fashion but a committed lifestyle decision,’ Mr Kahn from the TODAE store said. ‘People wouldn’t want to go back to an unsustainable lifestyle.’ He said green products such as a solar-powered mobile phone rechargers or an indoor composting solution have been increasingly successful, with word-of-mouth reaching more and more people interested in a more sustainable lifestyle.

Whether it is the rising awareness about self-responsibility when it comes to environmental issues or simply the great taste of organic food: people shopping organic and green products don’t seem to be scared away by a staggering economy. ‘Bringing the farmer into the city brings back a touch of natural real life and makes people realise the hard work and effort that goes into producing what’s on the market,’ Elizabeth said.

And unless you are growing your own veg and fruit, try the fresh produce and organics at the Kings Cross Farmers’ Market every Saturday from 8am’2pm at the plaza next to the fountain. ‘Once bitten, forever smitten.’