Dr. Philip Kotler defines marketing as "the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential."

For over 70 years the marketing of one fruit made it increasingly ever-present, to the point of it feeling rammed down our throats. The Red Delicious, in American consciousness represents the quintessential apple. It's the one you see one the teachers desk, the one in every students lunchbox. It is also know as the official compost food. Because as aesthetically pleasing as it is to the eye, one bite reminds you that what you really want is one of those crispy golden apples instead.

So how is it that they keep selling, and we keep buying this good awful thing? Well actually we're getting hip to the game and production of the gorgeous monstrosity is finally on the decline but still, how did we ever let it get this far?


Our story starts rather innocently, with few traces of capitalism involved. Jesse Hiatt, an Iowa farmer came across a mutant seedling that refused to die. Year by year he chopped it down and year by year it grew back, so finally he let nature bear its course. It did and what resulted was a thing of beauty - read with yellow stripping - it had a strong beautiful skin and sweet delicious meat inside. Hiatt named it "Hawkeye" in Iowa tradition and boasted of the mutated beauty he'd cultivated. He entered into a contest in Louisiana, Missouri, hosted by Stark Nurseries. The Stark brothers ran the nursery and were looking to a replacement apple for the "Ben Davis" which was the apple of the day at that time. The "Hawkeye" won, the Stark brothers purchased it and initially named it simply "Delicious". Yes apparently at that time, the fruit still tasted good, but we'll get to how its not even good enough to be made into a candy apple now later.


The "Ben Davis"


In 1923 a farmer reported back to Stark Nurseries that a strange and beautiful mutation had occurred on one of his seedlings, producing a magnificent and ll crimson apple tree. Instantly wildly popular people flocked from all over to gawk at and devour this new rare beaut of a fruit.

Stark capitalized off of this combined with another popular seedling the bore - the "Golden Delicious" - and rebranded their new apple as the "Red Delicious". They went on what would equate today to a multi-million dollar marketing campaign, and even went as far as to railroad out seedlings cross country.



As growers rushed to mimic this brilliant looking mutation they we encountered by mother natures own glorious randomness that produced the red beauty in the first place. This led grower's to adopting new methods to control the process. They would graft branches to to get the desirable traits their were after. A Life of Apples wrote: "This has allowed growers and breeders to choose mutations that may be redder or more 'perfectly' shaped, constantly moving the Red Delicious closer to an ever-changing ideal of a perfect apple, and further from what Jesse Hiatt first bit into on an October day in 1872." They also began manipulating the fruit to make it easier to be mass produced and stored for longer. This led to stronger tougher skin the hid the blemishes and impurities. That's why so often you bite into what looks like a gorgeous apple only to find yourself having been duped by your eyes.

And the thing is, for a long time, we just went with it. They keep making it redder and prettier, and making more and more of them, and we just kept on taking that first bite, and then throwing them away. But as our taste buds have caught on sales for the Red Delicious have declined. While many of us remember the bailouts of the bank and the auto industry, less known is the time President Clinton bailed out the apple industry. And while the Red Delicious is still massively overproduced, we're starting to ship them overseas now, to places where people have no idea what apples are supposed to taste like. Meanwhile in America we've been back out on the market, flirting with Galas and Fujis, and Grannysmith's.

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Over two years into the most momentous event in our lives the world has changed forever … Some of us have PTSD from being locked up at home, some are living like everything’s going to end tomorrow, and the rest of us are merely trying to get by. When the pandemic hit we entered a perpetual state of vulnerability, but now we’re supposed to return to normal and just get on with our lives.

What does that mean? Packed bars, concerts, and grocery shopping without a mask feel totally strange. We got used to having more rules over our everyday life, considering if we really had to go out or keeping Zooming from our living rooms in threadbare pajama bottoms.

The work-from-home culture changed it all. Initially, companies were skeptical about letting employees work remotely, automatically assuming work output would fall and so would the quality. To the contrary, since March of 2020 productivity has risen by 47%, which says it all. Employees can work from home and still deliver results.

There are a number of reasons why everyone loves the work from home culture. We gained hours weekly that were wasted on public transport, people saved a ton of money, and could work from anywhere in the world. Then there were the obvious reasons like wearing sweats or loungewear all week long and having your pets close by. Come on, whose cat hasn’t done a tap dance on your keyboard in the middle of that All Hands Call!

Working from home grants the freedom to decorate your ‘office’ any way you want. But then people needed a change of environment. Companies began requesting their employees' RTO, thus generating the Hybrid Work Model — a blend of in-person and virtual work arrangements. Prior to 2020, about 20% of employees worked from home, but in the midst of the pandemic, it exploded to around 70%.

Although the number of people working from home increased and people enjoyed their flexibility, politicians started calling for a harder RTW policy. President Joe Biden urges us with, “It’s time for Americans to get back to work and fill our great downtowns again.”

While Boris Johnson said, “Mother Nature does not like working from home.'' It wasn’t surprising that politicians wanted people back at their desks due to the financial impact of working from the office. According to a report in the BBC, US workers spent between $2,000 - $5,000 each year on transport to work before the pandemic.

That’s where the problem lies. The majority of us stopped planning for public transport, takeaway coffee, and fresh work-appropriate outfits. We must reconsider these things now, and our wallets are paying

the price. Gas costs are at an all-time high, making public transport increase their fees; food and clothes are all on a steep incline. A simple iced latte from Dunkin’ went from $3.70 to $3.99 (which doesn’t seem like much but 2-3 coffees a day with the extra flavors and shots add up to a lot), while sandwiches soared by 14% and salads by 11%.

This contributes to the pressure employees feel about heading into the office. Remote work may have begun as a safety measure, but it’s now a savings measure for employees around the world.

Bloomberg are offering its US staff a $75 daily commuting stipend that they can spend however they want. And other companies are doing the best they can. This still lends credence to ‘the great resignation.’ Initially starting with the retail, food service, and hospitality sectors which were hard hit during the pandemic, it has since spread to other industries. By September 2021, the US Bureau of Labor Statistics reported 4.4 million resignations.

That’s where the most critical question lies…work from home, work from the office or stick to this new hybrid world culture?

Borris Johnson thinks, “We need to get back into the habit of getting into the office.” Because his experience of working from home “is you spend an awful lot of time making another cup of coffee and then, you know, getting up, walking very slowly to the fridge, hacking off a small piece of cheese, then walking very slowly back to your laptop and then forgetting what it was you’re doing.”

While New York City Mayor Eric Adams says you “can't stay home in your pajamas all day."

In the end, does it really matter where we work if efficiency and productivity are great? We’ve proven that companies can trust us to achieve the same results — or better! — and on time with this hybrid model. Employees can be more flexible, which boosts satisfaction, improves both productivity and retention, and improves diversity in the workplace because corporations can hire through the US and indeed all over the world.

We’ve seen companies make this work in many ways, through virtual lunches, breakout rooms, paint and prosecco parties, and — the most popular — trivia nights.

As much as we strive for normalcy, the last two years cannot simply be erased. So instead of wiping out this era, it's time to embrace the change and find the right world culture for you.

What would get you into the office? Free lunch? A gym membership? Permission to hang out with your dog? Some employers are trying just that.

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Did you hear about the Great Resignation? It isn’t over. Just over two years of pandemic living, many offices are finally returning to full-time or hybrid experiences. This is causing employees to totally reconsider their positions.

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