DISCUSSION QUESTIONS: How would you rate the potential appeal of Hive’s value-based approach to merchandising and marketing its business? Are there opportunities for other grocers to do more to help consumers make purchases based on their values?

Interactive Edge’s CEO, Zel Bianco comments, featured on RetailWire’s Braintrust :

This is and will remain a very challenging time for many families and for Hive to be truly appropriate and true to its values, it must address in more formal terms what it is doing to help support those in need who may not be able to afford many of the products and product categories showcased at Hive. Perhaps I missed something, but giving back to those in need would be a great incentive for those shoppers who are willing and can afford to pay more for products curated by Hive.

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