In Poland, the very word for cooperative – spółdzielnia – carries heavy historical baggage, often evoking negative memories of an undemocratic past. Overcoming this public skepticism and clearly explaining the intricate values of a short supply chain is the core mission behind B2New. This innovation addresses this challenge by creating a comprehensive communication strategy as a core component of the cooperative’s overall marketing framework. The goal is to streamline daily workflows, eliminate information overload, and establish a clear, consistent identity across all communication channels to attract new customers and strengthen the commitment of current members.
The centerpiece of this marketing strategy is the launch of a new website designed to serve as an open, accessible knowledge hub for the public. Moving away from dry terminology, this platform leverages the power of B2C communication to inform consumers about the tangible health and climate values of organic food and short local value chains. The website functions as a dynamic community hub: it pairs rigorous scientific findings from SGGW with humanizing, real-life stories of local farmers. Furthermore, it actively collects feedback from consumers to improve store operations and offers practical, step-by-step solutions – such as access to products and operational blueprints – for citizens looking to start new food cooperatives in their own towns. Coupled with interactive workshops and public seminars, B2New builds an engaged digital and physical community ready to champion a fairer food system.
