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Democratic consumerism: Will it work?

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As Bond told journalists last week: “Rather than telling our customers what we do, wouldn’t it be better if we just SHOWED them? So that’s exactly what we’re going to do.”

It’s a novel approach. Asda has given 14 video cameras to employees across the business and they’re now posting their own blogs about what they do day in day out. “This isn’t a bunch of PR consultants writing carefully crafted words," explained Bond. "It is real people who are going to tell it like it is, like Craig our TV and electronics buyer, Steph who buys books, and Preyash, who works in finance.”

Customers can now check up on the behind-the-scenes action at a dairy supplier in Lockerbie, a carrot-processing plant near Selby, and the company’s atrium at Asda House in Leeds.

If Bond’s belief that customers want to trace the journey of products from "farm to fork" holds true, should all entrepreneurs start operating their offices like the Big Brother household?

Let’s hear your views. Email your comments to Kate@realbusiness.co.uk

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