No Substitutes.

As a new mom, I found my habits shopping for groceries changing. I could no longer go for long, leisurely trips to the grocery store. I know that isn’t everyone’s favorite pastime, but for me it was always an enjoyable adventure. I loved weaving through the aisles and picking up a nostalgic favorite—like mint chocolate chip ice cream— or grabbing a product that sounds slightly familiar, maybe because someone told me they loved it once, or just discovering something completely new. I have now become someone who often orders her groceries online, and that is challenging, not only because I can’t pass the time the way I used to, but also because I don’t really know what I’m buying.

Grocery shopping online has been trial and error for me. I have a lot of lessons learned, but one thing that stands out to me is just how important brands are when I’m shopping for my groceries. I’m incredibly loyal to a wide variety of products from Trader Joe’s gigante beans to Ritz Crackers to Maldon Sea Salt Flakes.

About a year ago, when Alexandra was first born, I started online shopping and would just quickly click next and next and next to schedule my delivery time as soon as possible. I missed the big notification that said “SUBSTITUTE WITH best available.” This was a mistake! When I ordered Maldon Sea Salt Flakes, I got Diamond Crystal Kosher Salt. It’s completely different. Instead of Ritz Crackers, I got Wheat Thins.  Instead of Bananas, Whole Foods has tried to send me peaches.

This is all difficult, but the point is that in a world so dominated by saving time, we use brands as barometers for quality and our taste. In a world where shoppers don’t have time any longer to inspect actual products, brands matter even more.