"of America" but not really "of America"

Label on "Furniture of America" box

 The box says "Furniture of America", but the furniture is "Made in Vietnam". Apart from being a registered trademark, I wonder how much "America" is contained in this particular product.

The firm's website states, "FOA is a premier source for US-made upholstery, allowing us to maintain a competitive edge while supporting our country’s job market."

And while the website does show 414 products that are made in the USA,  (https://www.foagroup.com/made-in-usa.html), the website shows many more products that are are made outside the USA, likely utilizing the firm's facilities in China and Vietnam. 

FOA Facility Locations
(Source: https://www.foagroup.com/about-us/)

Not the pinnacle of reputation, but still pretty good

Perugina Chocolate packaging

Perugina Chocolate packaging (Country of origin)

There are some countries known for their products. Switzerland for watches, Japan for cameras, France for fashion, and Germany for automobiles.

For lovers of chocolate the two default countries are Belgium and Switzerland. But as with any category, in addition to the countries that are the consumer's first choice, there is a second division.

For many people, if they can't find a chocolate from Belgium and Switzerland, then Italy is generally acceptable. For most of us Italy is not quite up to the standards of the top producers, but still an acceptable second choice.  

A sweet piece of sourcing

Box for Milk Chocolate Caramel Thins from Walmart

Box for Milk Chocolate Caramel Thins from Walmart (Detail)

Companies put information on their packaging if they think that it will help increase sales.

In this case, Walmart tells consumers that the chocolates are a "Product of England". England does have a reputation for producing good sweets, and many people prefer the English version of bars such as the Cadbury Dairy Milk over the sweeter US version. (The first ingredient in the US version of Dairy Milk is sugar.)

And as long as consumers vote with their wallets for products made in England, brands will put the Union Jack on the front of the box.


PS A tiny and rather pedantic aside. The box says "Product of England", while the flag is the Union Jack, the flag of the United Kingdom (UK).  The United Kingdom, or more fully the "United Kingdom of Great Britain and North Ireland" includes England, Scotland and Wales. The correct flag for England on its own is the cross of Saint George. (See below.) But most people outside the UK would have hard time identifying the English flag. and if the consumer does not make the connection then the good will is wasted.

Flag of England (Cross of Saint George)
(Source: http://piggottsflagsandbranding.co.uk/wp-content/uploads/2015/10/shutterstock_159434009.jpg)

Made in some unspecified European country, but some are certainly off the list of candidates.

Front of box, "Continental Imported European" chocolates

We got this box of chocolates at Christmas. Most consumer's general assumption is that Europe is a source of good chocolate, so "European" is not a bad adjective for a box of chocolates. 

But the "country of origin" on the back is not actually a "country" of origin.

Back of box ""Continental Imported European" chocolates

Back of box ""Continental Imported European" chocolates (Detail)

Yes, this box of chocolates was "Made in Europe", but where? The box gives no clue, but I think that I can rule out some places. 

If the chocolates were made in a respected source such as Belgium or Switzerland, the country of origin would be proudly proclaimed on the box. So, somewhere between Finland and Malta, Greece and Ireland. Which country? Probably somewhere cheap. We'll never know for sure which country, but we do know that the chocolates are "Made in Europe".

Hiding the country of origin, and the order of the ingredients

Tin for Biskwi Butter Cookies from Dollarama

On December 11, 2017, I wrote about these cookies and how a "Danish Style" cookie could be made in Poland. Well it turns out that there is a little more information available about the cookies if you are at the store when the shelves are being restocked. They are actually made in China.

Shipping carton for Biskwi Butter Cookies from Dollarama

And it is not only the country of origin that is disguised, so are the ingredients. Despite the product's name, Butter Cookie, butter is well down the ingredient list.

INGREDIENTS: Flour (Wheat), Sugar, Palm Oil, Margarine, Palm Oil Shortening, Butter, Whole Egg, Whey Powder, Coconut, Ammonium Bicarbonate, Sodium Bicarbonate, Artificial Flavours.

So, both the amount of butter and the country of origin appear to be rather over-sold by Dollarama.  

A kiwifruit by any other name

"Kee Wee" kiwifruit packaging 

"Kee Wee" kiwifruit packaging showing country of origin

The kiwifruit, also known as a "Chinese Gooseberry", is a fruit native to China. It is called the kiwifruit because farmers in New Zealand were the first to cultivate the fruit on a commercial basis.

For years New Zealand farmers were able to keep their methods secret, but since 1970, when kiwifruit were first commercially produced in Italy, more and more countries have emerged as suppliers.

Now, according to this bag of "Kee Wee" from Oppenheimer the fruit could come from any of five countries; Italy, Greece, Chile, New Zealand, or the United States of America. Why the additional countries? Probably two reasons, seasonality and price. We expect to have all fruits and vegetable in the stores year round, and growing seasons don't always cooperate with that goal. Producing in five different countries means that there is a greater likelihood of fresh fruit at any time of the year.

But regardless, most of us will still call them kiwifruit and associate them with New Zealand.

"Danish Style" from Poland? (Well actually from China!)

"Danish Style" Butter Cookies, Dollarama

Postscript (December 23, 2017) - Although the firm that makes these cookies does manufacture some of its products in Poland, today I discovered that these particular cookies are actually made in China. 

One of the Christmas traditions around our house is a tin of butter cookies. In the past they were always from Denmark.

But in these days of globalization Denmark is no longer the only choice for "Danish Style". These butter cookies are made in Poland, but they are "Danish Style".

And why does Dollarama buy it's "Danish Style" butter cookies from Polish supplier? I think that the key is in the name, Dollarama. In 2017 you can't get "Danish Style" cookies from Denmark, sell then at $2.50 per 300 gram tin, and still make a profit.

Interestingly, the country of origin is not mentioned anywhere on the tin. It just says "Imported by Dollarama". A search for the company name reveals that Biskwi is a Polish baked-goods firm.

Will consumers think the cookies come from Denmark? Probably, and when it comes to making the sale that is really all that matters.

Postscript (December 23, 2017) - Although the firm that makes these cookies does manufacture some of its products in Poland, today I discovered that these particular cookies are actually made in China.

Pick a country, any country

Blackberries or Raspberries in Safeway Flyer, December 1, 2018

Produce used to be local. What we could buy in the shops was limited by what would grow in the surrounding countryside. And the seasons for many fruits and vegetables were often quite limited.

But those days are long gone. Now the entire world is our grocery store and thus we can buy fruits like Blackberries and Raspberries at any time of the year. By expanding the sourcing part of the supply chain the risks of crop failures cutting off supply are limited if not eliminated.

Are consumers happy about this? I don't think that most people have paid much attention to the changes in sourcing and it would be too bad if they didn't like it. These days for much of the year you have to accept that the berries will come from Mexico, Chile, Peru or elsewhere in Latin America, or have none at all.

Another promotion for 100% Canadian Milk

Advertisement for MILK 2 GO on McDonald's Happy Meal box

The first advertisement that I saw trumpeting 100% Canadian Milk was for Tim Hortons. Now I see the same approach used for Saputo's MILK 2 GO. It is, however, interesting that the MILK 2 GO website does not include any information about the milk's country of origin.

But regardless of whether MILK 2 GO uses country of origin for leverage, McDonald's is using the nationalistic appeal to promote milk. Will it sell more milk? I'm sure Saputo hopes so.

A complete and utter sham

McDonald's "Authentic French Croissant", McDonald's Vancouver, BC

Sign for McDonald's "Authentic French Croissant", McDonald's Vancouver, BC

What makes a food authentic? Country of origin? Ingredients? Recipe? 

What about a cheap, mass-produced croissant-shaped pastry is authentic? And most people would not say that this is the crescent shape that they expect.

I fail to see how anything about this is authentic.

Pity there are no trees in Western Canada

Christmas trees, The Real Canadian Store, Grandview Highway, Vancouver, BC

Product tag on christmas tree, The Real Canadian Store, Grandview Highway, Vancouver, BC

Western Canada is awash with trees, a fact included in Monty Python's "Lumberjack Song" ("As they float down the mighty rivers of British Columbia".)

Yet with all of the evergreen trees available in Western Canada there are evidently none that can be used as Christmas trees. So The Real Canadian Superstore has to import Christmas trees from Oregon. Kirk, a Tacoma, Washington-based firm serves all of western North America from it operations in Oregon. (Operations in North Carolina, and Nova Scotia serves the east.)

My question is, why can't Canadians grow Christmas trees for customers in Vancouver?

What does "Authentic Italian" actually mean?

Sign for La Grotta Del Formaggio sandwiches, London Drugs, Granville Street, Vancouver, BC

I would take "Authentic Italian" to mean that something was actually made in Italy. So, authentic Italian pasta is made in Italy, Parma Ham comes from Parma, and a Ferrari is made in Maranello.

So, unless these "Authentic Italian sandwiches made fresh every day!" are being flown in from Italy (A highly unlikely prospect.) I'd have to say that these are "Italian-style sandwiches".

Why should Canadians care about produce from California?

Poster for Strawberry Fields Chicken Salad, Wendy's, Vancouver, BC 

Poster for Strawberry Fields Chicken Salad, Wendy's, Vancouver, BC (Detail)

Wendy's is making a big deal out of the fact that the "Our strawberries are HAND-PICKED from fields in California and SLICED by hand in this restaurant."

Who cares if these strawberries from from California. It is not as if California strawberries are known for their high quality. They are cheap, the have a long shelf life, they survive transport, and that is about the limit of their appeal. (80% of strawberries sold in the US come from California.)

If you are looking for a strawberry that tastes good, rather than just looks good, a local one will always be the best choice. When Wendy's starts using local product I might consider this salad.

Ironies stacked on ironies

"South Cali" tee-shirt at Topman, The Hudson's Bay, Vancouver, BC

Label on "South Cali" tee-shirt at Topman, The Hudson's Bay, Vancouver, BC

I presume that "South Cali" refers to Southern California. So, how do we have a shirt proclaiming one's love of "South Cali" from a UK-based brand, at a Canadian store. And to top it off the tee-shirt is made in Bangladesh.

Chronic irony, or just the way of the world?

I wonder why this firm does not say where it is based?

Sign outside ECCO shoe store, Granville and Robson Streets, Vancouver, BC

Sign outside ECCO shoe store, Granville and Robson Streets, Vancouver, BC (Detail)

In the 1960s Danish design was very popular. For many people the recent crazy for "mid-century modern" centred around Danish teak furniture.

But Denmark is not the only source of Scandinavian design. For over 50 years Sweden's IKEA has also been a source of clean simple designs that have gained wide market acceptance around the world.

But for some reason, even though ECCO was founded in Denmark and is still based there, the firm does not talk about the shoes being "Designed in Denmark" but rather "Designed in Scandinavia".

I've seen a few Canadian firms use "Made in North America" as a selling point in the United States, but I wonder if most Canadian consumers have a higher opinion of Scandinavia than Denmark?

Lies, damned lies, and statistics

Sign on the exit door at Rona, Vancouver, BC

I saw this sign on the door at a Rona store. Based on this one could assume that lots of the stuff that Rona sells is made in Canada. But that is not what this says.

84 percent is purchased in Canada. There are no listed statistics about how much is actually made in Canada. And there is no indication if this figure is based on the dollar value of purchases or the units purchased.

And the consumer who was not paying attention might not sort out the semantics and draw the obvious conclusion that buying from a Canadian supplier does not mean that the goods purchased are made in Canada.

I wonder what percentage of the products that Rona sells are actually made in Canada. Instead of 83% I would guess that it is probably closer to 16%.

Really Useful and made in the UK

Really Useful Boxes at DeSerres, Vancouver, BC

I saw these little plastic boxes at my local DeSerres store in Vancouver. I was quite surprised that the boxes are made in the United Kingdom.

What do you think is manufactured in the United Kingdom? Rolls Royce? Aston Martin? Clothing on Saville Row? A tiara by Asprey the jeweller? 

Small plastics does not spring to mind. These are the sorts of things that we expect to see knocked off for less than half the price by some factory in China. But I have to say that I'm happy to see that there are still some innovative firms in the UK making interesting products. 

Really Useful Products, http://www.reallyusefulproducts.co.uk/, is based in Normanton, West Yorkshire. Decades ago the main industries in this area were railways and mining, now it is increasingly a commuter suburb for Leeds. Interesting that a firm like Really Useful would be based there. In addition to manufacturing in Normanton, Really Useful also manufactures in the United States.

And what did I need a plastic box for? To hold the set of "Cards Against Humanity" that I printed out, but that is another story.

Handcrafted where?

Tacori advertisement from Elle, September 2014

Tacori advertisement from Elle, September 2014 (Detail)

For some reason, "Handcrafted in California" has some appeal. When I think of handcrafted, California does not leap to mind. Italy, perhaps, France, a likely choice. California, not so much. 

But some market research must have identified this as a selling point. Just not for the likes of me.

And where are the tools made?

Summit Tools flyer - February 1,2013

This flyer was included in last week's copy of the local community newspaper.

I have a long history of tackling home renovation projects and so I have a passing interest in tools. (Over the years I've essayed electricity, played with plumbing and plaster, and fumbled with framing.)

Summit Tools is a Canadian company, based in Burnaby , British Columbia. On the website is a rather impressive graphic showing the logos of the brands that the firm carries.

Logo of Brands carried by Summit Tools (Source: http://www.summittools.com)

As I was looking through the flyer I noticed listings for a few items that mentioned the country of origin. Three made in the USA, one made in Canada, and one made in Germany. In all the flyer lists 300 different products, and the country of origin is only listed for five of them. My natural assumption is that none of the other products are made in the United States, Canada or Germany, or in any other countries that might be a selling point.

And what other countries might be a selling point? Italy, Japan, Switzerland, the United Kingdom all spring to mind as reasonably reliable sources of tools.

The only conclusion I can come to is that the other 295 products come from countries that are not a convincing selling point. China springs to mind.

Fifty or sixty years ago, "Made in Japan" was often a damning indictment of quality. Now it is one of the hallmarks of quality. Will China get there, or will :Made in China" be something that a retailer is ashamed of, or at the very least does not want to promote?

There are some many poor quality products manufactured in China that "Made in China" carries a taint that will be hard to overcome. I can't see it happening in the next 10 years.

Does it matter where you make it?

One of the essential issues in international marketing is country of origin. In some categories, watches for example, the country of origin pretty much defines the highest levels of both quality and price. For consumers and retailers all over the world, Made in Switzerland is the unarguable badge of quality.

For cyclists, Italy gets a similar level of respect. The home of Campagnolo, the most storied name in bicycle components, and renowned bicycle brands like Bianchi, Cinelli, Colnago, Pinarello, and Wilier, Made in Italy has a level of authenticity that newer brands can only dream of.

Even though the Italian economy is in the dumps, and a Greece-style bailout may be lurking in country's near future, the "Made in Italy" tag still has value for consumers.

In an era when everything seems to be made in China, and no one seems to put enough value in authenticity, I think that there is something rather nice in a firm getting some mileage out of its country of origin. And if you are in the bicycle business, having Italy as your country of origin is not such a bad thing.