Only the good stuff!

My friend Zach had knee surgery a couple of weeks ago. I've been doing some grocery shopping for him. We communicate mostly through texting:

i am going to supermarket do you need something?

i do need mustard, thanks! i usually get the gulden's spicy kind.

that's it? do you not eat fruits or drink milk?

i don't eat much fruit... i do need milk though. and cookies! those nestle tollhouse chocolate chip ones that are next to the eggs?

i see the cookies they are out are you willing to try the safeway brand?

oh, no way! only the good stuff! ;-) nestle tollhouse are the best... i can wait.

I almost laughed out loud. People like Zach provide job security for brand marketers everywhere.

And then there are those who don't care for the good stuff...



Safeway-brand chocolate bars, sitting next to Ghirardelli.

If you're in the mood for gourmet chocolate, would you pay $3.69 for the "good stuff" or $2 for, um, the Safeway Select kind?

I would've laughed two years ago, but looking at the classy packaging of the Safeway Select chocolate--"Milk Chocolate with Nibbed Hazelnuts," "Product of Switzerland"--Ghirardelli is not the clear winner here.

Safeway Select, well done! Store brands in the US will eventually be powerful like their counterparts in Europe.