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Pet lover

Thank you so much for this opportunity after a year looking after the pet food category #kantarworldpanel #thegrocer

petcare petfood


Motivation is literally the desire to do things

Motivation is literally the desire to do things

Is my cow happy?

On my way trying to understanding how healthy trends are guiding shoppers decisions… I have to address dairy product. What are the benefits?


According to Stonyfield Farms, organic dairy cows eat 50% fresh pasture (grass), 40% alfalfa hay, and 10% non-GMO grain. Conventional cows’ diet is 40% alfalfa hay and 60% GMO soy and corn. So in effect, they are eating a pesticide diet: 42 billion pounds of pesticides per year are used to produce dairy food!

All bran proclaimed the happiness of the regularity, also the cows are happy because of a healthy diet rich in roughage.

So how is the dairy market reacting to the organic products? In terms of revenue not too well, below you can find a table with the TOP 10 dairy companies and the trend is steady.


There are some companies that have understood the value of organic produce, above all in the baby food sector. For instance Danone has snapped up 90% of organic US firm Happy Family.

Otherwise Nestlé’s chairman and former CEO Peter Brabeck-Letmathe declared anti-organic arguments, from “organic can’t feed the world” to “organic isn’t any better for you.”

In the meantime Nestlé declared last quarter being sales disappointment again … and Organic Valley has reported a 10.5% increase in 2013.

The fights between online grocery stores and convenience stores

Let me start with a few facts and numbers that Kantar Worldpanel supplied to MarketingWeek.

  • 75% of the money spent by households goes on food to be eaten on the same day or by people doing top up shopping
  • 37% goes to top-up shops

The market interpreted these changes and for this reason the big retailers are focusing on the “convenience” store to satisfy the daily needs of the customers. For example Waitrose opened 10 “Little Waitrose” in London in 2013.


But if someone really made a difference it is Amazon in US. The new platform AmazonFresh allows people to get groceries sent to them for free on the same day as they ordered ($35 minimum amount).

Until now the promotions seemed to be the only hook to buy online. The number of promotions is one reason why people are stimulated to spend more on their grocery shopping online: 42% online against 38% in-store. Instead Amazon has shown that “placement” can be more important that “price” in the online market.

However I still love to see the food that I’m buying and finding inspiration walking around the aisles for my menus and feeling grateful to find a big offer with a red label.

To close, I would like to quote Phil Dorsett, Kantar Worldpanel expert solutions director, “going to buy groceries is one thing keeping internet grocery relatively small: people like seeing THE FOOD. Convenience will be a source of growth for retailers for a good while”.

Dietox: new trendy diet

Healthy is THE new trend, it’s a fact. The brands know about it perfectly, from H&M with the new workout collection to the new Chanel trainers couture.

And in health stuff, DETOX is the new “must”. I have a weakness with detox diet, I have to be honest and I’m not the only one.  Because the “dietox” is based in juice and soups that can help us to have an alkaline balance in our bodies. I am a veggie lover, so how can I say no to a superfood colourful green smoothie full of vitamins and benefits?

And this is the reason that we have in front of us a business with a huge development. From the Blenders, mixers and food processors to the “Detox Package”. I went to Waitrose in Canary Wharf last Saturday and they had organized a “performance” with a £499 food processors to incentive the sales.

However I’m really surprised about how the “delivery detox diet” are proliferating in the market. Below I show you my TOP 5. They provide really cool tips and some of them the recipes of their products. For sure January is the peak of the year for them.

1.- DIETOX reset your body , Spanish company 🙂

Dietox is a food therapy that is based on an ancient practice beneficial to health: the fast Dietox consists in stopping eating solid foods and taking only liquids with a total energy intake lower than 1000 calories a day.

2.- Purearth

Purearth deliver raw, organic, cold-pressed + ultra fresh juice cleanse programmes to your door. Our detox cleanses get you healthy and happy harmoniously


3.- Plenish Pantry makeovers. They provide “healthy personal shopping trainings”

“For us, cleansing is primarily about Health Gain, while Weight Loss, glowing skin and bright eyes are certainly nice side effects.”

The founder is the famous Kara Rosen, over  a decade she’s worked in Condé Nast in New York for magazines such as Condé Nast Traveler, Men’s VOGUE, and celeb obsessed PEOPLE. One of the reasons this company is one of the most famous. Full of publicity around the world when you have the right contacts and a great idea!!

4.- Honestly healthy really real food

“Freshly prepared Alkaline food delivered to your door: Our menu is made up of local, seasonal produce and is organic wherever possible. Have a look here for what is on the menu next week”

You define your goals and they bring the menu to you desk, home, canteen!!

5.- Purifyne  juice cleanse to your door

London based, Purifyne Cleanse is the leading provider of certified organic cold-pressed juices, juice cleanse plans, smoothies and boosters. Providing the largest variety of certified organic, cold-pressed juices in the U.K, our Juice Cleanse Plans are designed to detoxify and cleanse the body.




Who says sandwiches are boring?

Brittany Powell and Tae Kitakata with his “Sandwich Artist” make me think, how many sandwiches have I eaten in the last month?
Pret a manger, EAT, Tesco reduced price… Whenever I was eating a sandwich I became convinced that is healthy, “my second sandwich today but is full of salad…”
However I haven’t thought in my fast food like ART. From today, I require a painting in my sandwich.


Hipster, the famous mustache in Camden Town

But, what’s Hipster? Hipsters are a subculture (USA 20′-30′) identified with values like independent thinking, progressive politics, art appreciation and indie-rock, creativity, intelligence, and witty banter (a polemic person for the rest)

Hipster refuses the mass market and due to mainstream consumers. Vintage clothes, skinny jeans, retro sneackers (Converse, maybe Dr. Martens…), big hand-made eyeglasses (Turineyes) are wore by this “subculture”. The look is very androgynous and messy. Really, the irony is much of them are followers of mass brand (Apple??)

But you can not belong to an urban tribe If you aren’t dressed with their respective brands: The Kooples, Urban Outfitters, American Retro, American Apparel, United Nude (incredible Dutch shoes designer)…

However, Why am I talking about hipster? Because I’m very interested in the hipster’s women approach… She defines herself self-confident and she doesn’t need to wear sexy skinny-dress to feel feminine. The feminism have a strong influence in her minds…

Sometimes I think, “Today I feel Hipster”, but for me it´s a synonym of self-confident, casual and cool. At any rate, I fell in love with my new French Connection Bandage Dress, and I don’t feel a symbol, I’m feel SEXY (point)


Primark, decision problems

Everytime I go to Primark, I use to have decision problems

This Irish company opened in 1971 in Ireland. Nowadays it has almost 300 stores.

Primark is synonymous of POPULAR:  popular sizes, popular trends, popular design, popular colors and popular BIG BRAS.

But, is there a problem with Primark? Yes, when you’re waring something from Primark, everyone nows it. Until two days ago hadn’t had a problem fo french peolple, instead Primark communicate today that it will open a store in France.

I several recommended the Facebook Page.Imagen


To say thank you on the social media

To say thank on the social media


Where do you work?

Where do you work?