'According to the U.S. Grocery Shopper Trends, a report from FMI, millennials are far more likely to shop for groceries online than boomers—43 percent to 14 percent, respectively. '
Then, in 2017, Amazon acquired Whole Foods in a whopping $13.7 billion transaction that dropped jaws. Dominance in the online sphere was inadequate, it seemed. Amazon was reaching out for its own heaping piece of the brick-and-mortar pie.
We scrutinize the offerings on virtual shelves while still in pajamas on the couch attempting, yet ever failing, to fill our bottomless virtual shopping carts. “My daughter had just turned 2,” he explains. “She started drinking a lot of milk and going through this crazy growth spurt. I found myself going to the grocery store three or four times a week, and I’m an engineer. I don’t like doing the same thing over and over again.”
As a member in good standing of Generation X, I've gotten used to existing behavior. I don’t reject change, but I'm not the fastest adapter to it either. Sometimes I find myself suspicious of technology. I regularly unplug the Google Home Mini lest it be spying. Most importantly, I like to go to the store. I want to feel the produce myself and smell the melon to see if it’s ripe. I want to know what I’m eating before it enters my home.
“It’s a fool’s errand to think 10 billion people are going to think the same way,” says Mike Lee, the founder of the Future Market, a lab and incubator that supports food-related concepts and products that embrace sustainability and take into account biodiversity and economic inequality. “We’re digitally empowered. You can find your tribe of people. No one’s a lone weirdo anymore.”
People know each other at La Bonne’s. In line, a cashier asks one patron how her child is doing. Is he headed back to school soon? The in-person contact nourishes a sense of fellowship and trust.
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