September 2011 Issue

The Gift That Keeps on Giving

We have just returned from the NYIGF where The Gourmet Housewares Show made its debut. As expected, there was strong attendance by retailers of all types from all over the world. Our display in the lobby, “The Gourmet Gift,” attracted a wide audience of retailers who had an interest in one of the five categories that we had chosen to merchandise. The companion "Gift Guide,” which lists every product that we selected, can be found online for those who were not present to pick up a glossy hard copy.

While selecting the various products featured in the gift guide that we felt represented an interesting gift for a recipient who likes to cook, entertain or simply likes great food, we realized there could be more to the story. There are many products being offered in the market that also have a direct or indirect effect on society every time they are sold. There are appealing products that are made from recycled materials or with sustainability in mind. By purchasing such a product, a buyer is reinforcing the decision of the supplier to potentially increase their cost of production for the benefit of the environment.

In the world of licensed products, you will find an amazing assortment of collegiate merchandise that is a fun gift for that person who still likes to promote their association with their alma mater. At the same time, a portion of the proceeds from the sale of the product finds its way back to the university to fund educational and athletic programs.

I am also intrigued by the myriad of products that follow the principles of the “fair trade” movement, where a distinctive product is produced in another part of the world where workers often do not get paid a fair wage. Purchases of such items have an amazing impact on the local economies in the villages and towns where they are produced.

Perhaps the most obvious examples are the companies who market a product and pledge a percentage of their profit to a nonprofit organization of their choosing. Many consumers will choose such a product as a gift because it supports a cause that they care about while providing a unique gift to the recipient.

In this issue, we highlight some of the companies that market products that fit into one of these classifications and have a secondary benefit for society. I encourage all retailers to select products of this type this holiday season to help satisfy the growing demand for products with a conscience.

By partnering with these companies, you can do your bit to help benefit a group or our whole society while meeting your own profitability needs. Calling attention to this secondary benefit for potential customers is also important to justify a potentially higher price tag while raising visibility for deserving causes.