The article discusses the stark disparities in access to quality goods in rural Northern California and Mississippi, highlighting a significant market gap that retailers ignore while focusing on urban areas. As consumers increasingly demand sustainable products, with 33% of consumer packaged goods growth coming from this sector, there remains a largely untapped potential in rural America. The challenges for businesses are the physical distribution gap of ethical products and the digital obstacles that consumers face in verifying product claims, resulting in hesitancy to purchase.
The available choices in rural areas are severely limited, creating a significant market gap that persists today, which retailers are overlooking in favor of urban markets.
About 33% of CPG growth now stems from sustainability products, reflecting a nationwide desire for offerings that align with personal health and environmental consciousness.
The demand for sustainable products isn’t limited to coastal regions; it’s cultural and much of it, particularly in America’s Heartland, remains largely untapped.
Businesses face a twofold challenge: a physical distribution gap in underserved areas and a digital discovery challenge for consumers looking for ethical products.
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