Ecology at the Supermarket

The national furor over the deteriorating environment has persuaded a rising number of grocery chains to join the fight against pollution themselves. Many stores now label the phosphate content of detergents that they sell, thus encouraging housewives to choose a brand less likely, after sewage treatment, to befoul waterways. Denver's King Soopers has even installed special mufflers on its delivery trucks to reduce their exhaust fumes. Still, few supermarkets have carried environmental concern to such lengths as Alexanders, a ten-store chain in Los Angeles with annual sales of $25 million. At the urging of his daughter Chris, 20, Owner Veryl Alexan der, 44, has made antipollution measures the main theme of his entire operation. Since he began plugging the idea in mid-January with the slogan "We've merged economy with ecology," sales have risen by nearly 5%.

Alexander switched from plastic packaging to biodegradable cardboard containers for eggs, meats and produce. To promote the recycling of waste materials, he arranged for a local citizens' group to place bins for old newspapers in his parking lots and to collect the contents for processing into blank paper. In addition to posting the phosphate content of soaps and other cleansers, Alexander tagged those that are low in phosphates with "ecology preferred" stickers. "When you buy the products we've indicated are low in phosphates," reads a point-of-sale sign, "you help decrease the amount of phosphates that will wind up in our water. Two, you help bring pressure against the manufacturers of products with high phosphate ratings--pressure that can force them to change their products' ingredients."

Since the signs went up, sales of well-known high-phosphate detergents have dropped 17% in Alexanders stores while total sales of relatively unknown low-phosphate brands have climbed 446%. At Alexanders, even the familiar brown paper grocery sacks carry a message urging shoppers to "make ecology your bag" by writing Congressmen about pollution --right on the outside of the sack.

Alexander hopes that other store owners will follow his example. "What we are doing is a start," he says, "but a lot more people have to care before we can overcome the crisis." His success in attracting business with his environmental theme may provide the incentive that other chains need in the highly competitive food field. One of Alexander's stores already draws some shoppers from 20 miles away.

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