by Mike Critelli,
In the mid 2000s, as Pitney Bowes’ CEO, I embarked on an initiative to improve how our employees ate when at work or when commuting to and from work. I was influenced by research summarized by Prof. Brian Wansick, then at Cornell, in a book called Mindless Eating. His research demonstrated that much of our excess food and beverage consumption was driven by environmental factors unrelated to our craving for food.
That made complete sense to me for several reasons:
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Grocery retailers charge consumer packaged goods companies far more for placement of foods and beverages at certain places in the store. They specifically recognized that if a food or beverage item was on a shelf between an adult’s waist and eye level, it was far more likely to be purchased. Retailers initiated “shelf placement fees” to capture additional revenue. In retail grocery stores, candy and junk food at the checkout counter are both highly profitable and easily accessible. It was often an impulse purchase, especially for parents with impatient children. Think of these fees as the equivalent of a first class airplane seat.