家樂福的隱藏版通路彩蛋

「家樂福併購案」不只是帶來規模與店數的綜合效益，從長期合作夥伴的視角來看，家樂福更以實驗性質的「影響力永續概念店」，產生了社會影響力和品牌精神。

龔建嘉

雖然傳聞已久，但聽到統一要收購家樂福的消息還是非常驚訝。在財務上和通路整合的綜效上已有太多人對併購的價值做出分析，而從合作夥伴的視角當中，會怎麼看待這件事情？ 最開始與家樂福接觸，是參與社會企業活動時，總會遇到家樂福夥伴，特別是基金會執行長蘇小真，她總是願意透過家樂福的資源，用不同形式來支持社會企業夥伴。 印象深刻的是二○一八年「許慶良牧場」首次上架家樂福，當時產品價格定位和農民價值的傳遞，在消費者多半以價格導向考量的量販通路上，要溝通是非常困難的，而在家樂福提倡「食物轉型計畫」精神下，小真與我們走進牧場，看看牛住的環境，是否健康快樂。透過現場參與，讓許慶良牧場成為家樂福轉型夥伴，並以通路力量支持做全面的食農溝通。 家樂福基金會積極協調與營業部門採購及店端的資源整合，讓社會影響力的價值議題有機會落實，讓我們有機會與各店長分享牧場飼養、履歷溯源等農產品的食農教育，在採購與各店長認同後，也主動在不同店面發起親子講座、「把牧場搬去店內」的體驗計畫，讓農民的辛勤與產地溫度的故事被看見。…

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Business Today 今周刊 (Digital) - 1 Issue, No.1336_Aug-1-22

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