Mu July 2002, ogwira ntchito pa Whole Foods Market ku Madison, Wisconsin, adapanga mbiri pamene adavota kuti akhale sitolo yoyamba yogwirizana pazakudya zachilengedwe. Bungwe la United Food and Commercial Workers (UFCW) lomwe linathandizidwa ndi bungwe la United Food and Commercial Workers (UFCW) lidalimbikitsidwa ndi malipiro ochepa kusiyana ndi mafakitale, kusowa kwa ndondomeko yomangirira madandaulo, ndi machitidwe ena opanda chilungamo. Voti ya pro-union idapangitsanso kampeni yotsimikizika komanso yopambana ya chaka chonse ndi CEO wodziwika bwino wotsutsana ndi mgwirizanowu a John Mackey kuti agonjetse malo ogulitsira okhawo pakati pa masitolo ake opitilira 150.
Pomwe zochitika ku Madison zinali kuchitika, kukopa chidwi cha New York Times ndi atolankhani ena, Whole Foods munkhani yomwe sinafotokozedwepo kale sichinali pamwamba pakuchita nawo zachipongwe zakuseri, kuwopseza kuti achotsa ndalama zake zotsatsa. chofalitsidwa chomwe chinapereka mawu ku cholinga cha mgwirizano.
Mu May 2003, magazini yopita patsogolo ya Chicago, Conscious Choice, idayendetsa malonda ang'onoang'ono omwe adalipira ndi UFCW m'malo mwa Komiti Yokonzekera Madison. Malonda osavutawa adafotokoza chifukwa chake ogwira ntchito ku Whole Foods ku Madison adavotera kuti alowe nawo UFCW, adapempha thandizo la anthu, ndikulimbikitsa antchito ena kuti aziyendera tsamba lawo.
Kutsatsa kwa pro-union kunalinso m'magazini ena ochepa padziko lonse lapansi (Vegetarian Times yokha idakana kuyendetsa.) Chifukwa chake, oyang'anira chigawo cha Whole Foods ku Chicago adalumikizana ndi Conscious Choice, kupempha msonkhano ndi wofalitsa magaziniyo kuti alembetse. kusakondwa ndi chisankho choyendetsa malonda. Cholinga chodziwikiratu chinali choti zidziwike kuti zotsatsa zamtsogolo zitha kukhala pachiwopsezo, ngati ma pro-union faux pax angawonekenso.
Makamaka, Conscious Choice palokha idagulidwa posachedwa ndi Dragonfly Media, gulu latsopano lazofalitsa zadziko lonse la woyambitsa Detroit Metro Ron Williams, yemwe pano akugula magazini amtundu wa New Age m'mizinda ingapo. Mwachiwonekere, chisankho choyendetsa malonda a mgwirizanowu chinapangidwa ndi wofalitsa woyambirira wa magaziniyi ku Chicago, yemwe panthawiyo anali kuyendetsa ntchito za tsiku ndi tsiku za magaziniyi.
Malinga ndi magwero odalirika omwe anali mkati mwa kampaniyo panthawiyo, kuyankha kwa Dragonfly Media ku dandaulo la Whole Foods kunali kupatsa kampaniyo mphatso yamtengo wapatali ya chaka chathunthu yotsatsa kwaulere patsamba lililonse la mwezi uliwonse.
Chodabwitsa n'chakuti, patatha chaka chimodzi pamene Conscious Choice inali ndi nkhani yotsutsana ndi Wal-Mart m'magazini yake ya May 2004, Williams anali asanatulutse tsamba la mkonzi m'magazini ake asanu kuti achitepo kanthu kuti afufuze zamoyo kuti ayambe kutsatsa. Fodya wa "organic" wopangidwa ndi RJ Reynolds Fodya. Ndi zikondwerero zina, Williams adagwiritsa ntchito tsamba la mkonzi kuitanira owerenga magaziniyi kuti akambirane mkangano wokhudza ngati kampani yomwe idadzipereka kupititsa patsogolo mabizinesi okhudzana ndi anthu iyenera kugulitsa malo otsatsa kwa opanga ndudu.
Zowonadi, Williams anali wolondola kuti ngakhale zomwe zimatchedwa ndudu organic zitha kuwononga thanzi lanu ndipo mwina kukuphani. Kodi izi zikukhudzana bwanji ndi udindo wa anthu? anafunsa. Chifukwa chake, chisankho chanthawi yayitali "chovuta" chosavomereza kutsatsa ku Santa Fe Natural Fodya. Williams adanenanso kuti ena mukampani yake sanagwirizane ndi lingaliro lake, zomwe zikutanthauza kuvomereza mwachibwanabwana otsatsa omwe amasankha kuwonetsa.
Chifukwa chake, pamene Dragonfly Media idatengera nkhaniyi kwa owerenga ake, ambiri adakhala ngati otsutsa komanso otsutsa ngati kampani yapa media "yotengera mtengo" iyi ivomereze ndalama zotsatsa zotere. Makalatawo adatuluka m'magazini yotsatira ya zofalitsa za Dragonfly Media ku Chicago, Seattle, San Francisco, Los Angeles, ndi Vancouver, BC, pamodzi ndi mkonzi wachiwiri wotsatizana ndi Williams akufotokozera chisankho chake chomaliza chokana kutsatsa kwa Santa Fe.
Monga makampani ambiri omwe amadzitcha kuti รขโฌลamakhala ndi udindo wosamalira anthu,รขโฌTM Dragonfly Media, yomwe imadzitchanso "m'badwo wotsatira wa makina osindikizira ena," si kanthu ngati siidziwa kudzikweza. Popita poyera ndi lingaliro lake, kuitana owerenga kuti afotokoze maganizo awo, Williams adasintha chisankho cha bizinesi kukhala miyezi iwiri yodziwonetsera yekha zojambulajambula (mwachitsanzo, malonda) a Dragonfly monga mpainiya wapadera wodziwika bwino, wotsimikiza mtima kusonyeza bizinesiyo. kupambana ndi kudzipereka ku รขโฌลmakhalidwe, kuwonekera poyera, ndi umphumphu" zingakhaledi limodzi mubizinesi yofalitsa nkhani.
Mosadabwitsa, zotsatira za chigamulo choyambirira cham'mbuyo chofuna kusokoneza Zakudya Zonse ndi kutsatsa kwaulere kwa chaka chimodzi chifukwa cha chisankho cha oyang'anira am'mbuyomu chotsatsa malonda a pro-union sichinabwere m'mawu a William. Makamaka, Dragonfly Media inalinso yosindikiza kugwa komaliza kwa nkhani yolembedwa ndi katswiri wodziwika bwino wa zachilengedwe Paul Hawken mwachidule lipoti lovuta la Natural Capital Institute pamakampani oyendetsera ndalama (SRI) (aperekanso mayankho kwa Hawken kuchokera kwa oteteza mafakitale.) Kampaniyo ikuyenera kutamandidwa chifukwa choyendetsa nkhani yovuta kwambiri ya Hawken pomwe osindikiza ena opita patsogolo sakanatero. Koma pali ulusi wodabwitsa (chinyengo?) ukuyenda muzochita za kampaniyo. Ngakhale Williams "akudandaula" ngati akufuna kutsatsa ndudu, Dragonfly Media idawonetsanso komwe kukhulupirika kwake kuli, kudzudzula mamembala a Komiti Yoyang'anira Yoyamba ya Whole Foods Workers Organizing Committee omwe kugwa kwatha adawonetsa chidwi chogula malonda atsopano mu Conscious Choice.
Kutsatira chigamulo cha National Labor Relations Board (NLRB) chilimwe chatha pa madandaulo omwe UFCW Local 1444 ku Madison, Debbie Rasmussen ndi Brendan O'Sullivan, omwe akupitilizabe kusunga tsamba la Whole Workers Unite, adalumikizana ndi Conscious Choice pogula zatsopano. ad space kuti afotokozere nkhani za chilungamo kuntchito ku Whole Foods. Malingana ndi Rasmussen, pempho lawo loyamba, lomwe linatumizidwa kuchokera ku akaunti ya imelo ya wholeworkersunite.org, silinanyalanyazidwe. Zopempha zina ziwiri kuchokera ku imelo yomweyo sizinanyalanyazidwenso, O'Sullivan adaganiza zotumiza pempho lachidziwitso chandalama zotsatsa kuchokera ku imelo yake, osazindikira chomwe malondawo anali.
"Pamenepo ndipamene mkulu wa zamalonda wa Conscious Choice Roni Ambrister adayankha, ndiyeno kunali kuyankha mwamsanga," akutero Rasmussen. โKoma titafotokoza za malonda omwe tinali nawo mโmaganizo, zinamutengera kupitirira mlungu umodzi kuti abwerere kwa ife. Mosakwanira, adalumikizana nafe tsiku lomaliza la mweziwo litatsekedwa.
โMonga munthu amene amagwira ntchito yosindikiza,โ akuwonjezera motero Rasmussen, yemwe tsopano ndi wofalitsa mnzake wa Bitch, magazini yotchuka yachikazi yofalitsidwa mu San Francisco Bay Area, โndizoloลตerana mokwanira ndi malangizo otsatsa malonda kudziลตa kuti simumanyalanyaza otsatsa malonda. , kapena dikirani kuti mubwerere kwa iwo mpaka tsiku lomalizira litatha.โ
Pambuyo pa kuchedwa kwina, Conscious Choice rep pomaliza adalengeza kuti Dragonfly Media sichingayendetse zotsatsa zilizonse zotsutsa za Whole Foods. Pokana pempho lawo, Ambrister mwachiwonekere anauza O'Sullivan ndi Rasmussen kuti Conscious Choice angaganizirenso kukana kwake ngati angapereke "umboni" wa madandaulo awo motsutsana ndi Whole Foods. Adanenanso monyanyira kuti mwina Conscious Choice ikhoza kuyambitsa nkhani yokhudza Zakudya Zonse ndi nkhani yamgwirizano, zomwe amafuna kuti akhulupirire kuti zitha kukhala zopindulitsa kuposa kutsatsa.
Pamene Rasmussen ndi O'Sullivan adayankha potumiza maimelo angapo zolemba ndi maumboni ofotokoza mbiri ya madandaulo otsutsana ndi kampaniyo, kuyankha kwa Ambrister ndi Dragonfly Media sikunayankhe. Kapenanso, pankhaniyi, sanatsatire pempho la Hawken m'mbuyomu loti "kutuluka" Whole Foods ngati bizinesi yosamalira anthu, monga kutsata nkhani yake ya October 2004 Dragonfly Media pamakampani a SRI.
Zachidziwikire, Dragonfly Media kapena kampani iliyonse yofalitsa nkhani ndi yaulere kuyendetsa malonda aliwonse omwe angasankhe. Koma nโzoonekeratu kuti masiku ano, mโmanyuzipepala, mโmanyuzipepala, mโmanyuzipepala, mโmanyuzipepala, mโmalo mwa chilungamo, nkhani zandalama nโzofunika kwambiri. Kapena, kwenikweni, ndalama zimalamula yemwe salankhula.
Mwachiwonekere, makina osindikizira amalonda, malonda "otsogolera" ngakhale, sangathenso kuchita zomwe amatsutsa ofalitsa ambiri chifukwa chosachita - kulekanitsa uthenga wake waukonzi kuchokera ku malire omwe sananenedwe omwe amaperekedwa ndi otsatsa olemera.
"N'chifukwa chiyani mumangokhalira kugulitsa zakudya zonse za Whole Foods ndi Wild Oats ndiyeno n'kukambirana zokanira Philip Morris pamene Whole Foods ndi Wild Oats zikupitiriza kugula kwa Phillip Morris?" anafunsa Hawken mu kusinthana koyambirira kwa 2003 komwe kunasindikizidwa mu Green Money Journal pa SRI yomwe inakhudza makhalidwe abwino ochita bizinesi ndi kampani ina ya ndudu. โBwanji osanyanyala Zakudya Zonse kapena Oats Zakutchire mpaka atayamba kupeza zikhulupiriro zawo mogwirizana ndi udindo wamakampani? Bwanji osakambirana zakuti makampani omwe amakambidwa ngati mabizinesi mu Natural and Organic Foods nthawi zambiri amakhala olusa omwe ali ndi mbiri yodziwika bwino yazachilengedwe komanso chikhalidwe cha anthu, komanso momwe zikuwonetsedwa, ndi zinthu zina zokayikitsa? Chifukwa chakuti amagulitsa zinthu zachilengedwe, kodi tiyenera kuyang'ana mosiyana?โฆ.
Mwachionekere, ayi.
Mark Harris ndi mtolankhani wodziyimira pawokha yemwe adalembera Utne, Z, Conscious Choice ndi magazini ena. Ndi membala wa National Writers Union komanso mkonzi wothandizira ku Tradewinds, kufalitsidwa kwa IAM Local 1781 ku Burlingame, California. Mukhoza kumulembera pa [imelo ndiotetezedwa].
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