for what it’s worth

stories and stimulus from a consumer insight consultant

Unpackaged: Shopping As It Should Be

Forget your multi-stores banding around the words ‘eco’ or ‘green’ and giving you ‘plastic bags made from 33% recycled material’, how about going back to the good old days of community shops where products were locally-grown, packaging was scarce, and people were friendly. Unpackaged is just that; a store created to be at the heart of the community, and aiming to make environmentally-aware shopping mainstream, desirable and convenient.

unpackaged

Believing packaging to be unnecessary and wanting to sell locally direct to the community who can bring and re-use their own bags, jars and boxes, Catherine Conway created her wonderful store to show consumers that there is another way possible. As she explained, “Everyone treats consumers like they’re really stupid, as though they need all this labeling and packaging. My customers are really intelligent, they get it”. And so do the suppliers; Unpackaged buys in bulk from fair trade companies, gives preference to suppliers who are cooperatives or social enterprises, and does packaging swaps with smaller suppliers to minimize unnecessary waste.

By starting out at a stall on Exmouth Market a year ago, Catherine trialled her idea with a social enterprise grant and found a base of loyal customers happy to supply their own packaging in return for a 50p discount on each purchase and the experience of guilt-free shopping. These shoppers have followed her up the road to her more permanent address, as have a staggering amount of media folk: despite being open for a mere week, Unpackaged has already received press from BBC London TV and Radio, Radio 4, CBS, The Independent, The London Paper, and most importantly for Catherine, the two local Islington papers.

unpacked store

As part of her prototyping for the launch of the store, Catherine trialled a delivery service for local shared office space the Hub. For next year this is mutating into a very clever monthly green delivery service for local offices, which will help small companies without big ‘eco’ budgets to be as green as possible. The service will mean that once a month Unpackaged will go in and fill up all the washing-up liquid, soap, toilet paper, tea, sugar and other non-perishables with environmentally-friendly products.

And as if all of that wasn’t enough, the store itself has been brilliantly designed by creative geniuses Multistorey to give a simple but striking brand identity that completely encapsulates the ethos of the company whilst staying true to the building which itself used to be the local community dairy. What is there about this place not to love? Lets all hope that many more such stores make a return to our local communities, following the Unpackaged mantra:

Reduce by only buying what you need
Reuse by bringing your containers for a refill
Recycle what you can’t reuse

Unpackaged: 42 Amwell Street,  EC1R 1XT

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Filed under: food n drink, good, search this out,

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