Maps are Going Google: Inform Stakeholders Quickly and Reliably
Editor’s note: Every organization is charged with keeping stakeholders informed. Map visualization tools help organizations share facts and brand stories with all of their stakeholders — in real time — better than ever before. Read more about the six ways Maps are Going Google.
People around the world are taking an interest in where their food originates and the quality of ingredients, especially in France, where the food and wine are sources of national pride. That’s why French yogurt company Les 2 Vaches (The Two Cows) is committed to producing the best quality yogurt possible, with organic dairy from farmers who use ethical, sustainable labor practices.
But it isn’t enough for the company to say it uses the highest quality ingredients — it wants the public to know the locations of the farms that provide its ingredients. “Les 2 Vaches believes in organic food. We’re here to help change things, to develop a business that creates value across the food chain,” says Aude Gamberini, Marketing and Communications Manager, Les 2 Vaches.
To address this, in early 2014, the company launched the Know What You Eat website that uses Google Maps to reveal the geographical origin of each ingredient, including organic milk from France, sugarcane from Brazil, vanilla from Germany and wild blueberries harvested in Poland. The map also shows where its products are stored and prepared, with information about the suppliers and partner businesses related to the brand. The maps can be accessed through supermarket displays, QR codes on advertising materials and through the company’s social networks.
Customers are eating it up: an initial media campaign brought thousands of visitors to the new site. With relevant details overlayed on a map of the entire ingredient supply chain, Les 2 Vaches achieved greater brand transparency and enhanced its reputation. Plus, the company doesn’t need to spend as much time on PR and can focus more on sourcing the best ingredients.
As the company’s website says, “we’re not telling you we’re perfect, but we’re telling you what we’re doing.” The French have a high standard for their food, so knowing the origin of ingredients provides greater insight into the quality of food. Plus, consumers feel better supporting a company whose practices they respect and stand behind.
View our website to learn more about how forward-thinking organizations are mapping the way to brand loyalty and more informed communities. For information about how maps can help your organization inform stakeholders quickly and reliably, sign up for our “Maps are going Google” series.