Here's a photo of something I bought at SuperTarget last week, this box of whole-grain Quinoa (snicker if you must… I'm trying to eat somewhat healthy). The box is next to a wine bottle (um, also for “heart health?”) for size perspective. click on either photo for a larger image.
Look at all of the air that was shipped from the producer to the store. Extra cardboard. Extra space in the cupboard.
One reason I even bought the box was that it caught my eye in the aisle. Would a smaller box have done so? Maybe not.
Is waste or muda an acceptable “marketing expense?”
I felt sort of silly, having been suckered in by something that wasteful. Tasted good, though. Should I boycott this sort of packaging in the future, as a “Lean Thinker?” Should Target (as the company that contracts out the manufacturing AND as retailer of their house brand) do something about this? Or is it OK if they're willing to accept that inefficiency?
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