Company/Organization

China Resources Vanguard - OLE Boutique Supermarket

Case name

Olé’s Sustainable Life Plan: For Nature to Future

Project description

When food producers are shifting to more sustainable practices but finding no buyers, and when consumers are looking for more sustainable food options but finding limited choices, there is a disconnect between supply and demand that market intermediaries must seek to amend. And conversely, when the market intermediaries of the food system take the initiative to speak up for sustainable consumption, consumers become more aware of and willing to seek out sustainable alternatives.

Ole' Boutique Supermarket chain is China's first supermarket brand to actively promote sustainable lifestyles to consumers. Through incentive mechanisms and sustainability-themed marketing campaigns, Ole' encourages consumers to explore sustainable products, thereby encouraging upstream suppliers to expand their selection and increasing the number of sustainable products in the supply chain. We hope that Ole's efforts to change the ecosystem of the food retail industry will attract more industry peers to follow suit.