Upfield (manufacturers of Flora marg, and Proactiv) don't want Mumsnet to buy their products any more

[Barracker]

They've made the decision to 'no longer work with Mumsnet' because they want to 'treat everyone equally' because of their 'values'.

By this I'm sure they mean any woman who uses this site should definitely NOT buy their products. That would be an unpleasant association between mumsnet and their values that would be too much to bear.

Here is a helpful list of their products that they don't want in any way associated with Mumsnet:

Country rock
Flora
Rama
BlueBand
Lätta
Flora Proactiv
Becel
I can't believe it's not butter

Please don't sully their brands with any association from you, you horrid mumsnetters. Your money is tainted with unacceptable values.

It used to people boycotting brands for political reasons. Now it's brands boycotting people!

They make Stork too.

Is that name after the same rainbow stork that delivers babies and assigns them a gender at birth based on if they like the pink or blue blankie best?

I don’t use any of those products. I don’t think I ever have had margarine.

I don’t actually use butter either.

Very interesting Clitherow I agree. It also links to the way organisations and politics alike are focusing on social issue and values and increasingly rejects evidence and experts. Ultimately we are influenced far more by our peers, social networks etc and lean towards them rather than seek wider knowledge or objective POV. Capitalism will depend on driving and shaping these values because otherwise it will cease to be dominant.

In other related news, apparently the personal information of half the population of Brazil is now available to purchase on the dark web. Our human habits and personal data is a very a valuable harvest apparently and for sale to the highest bidders.

It used to people boycotting brands for political reasons. Now it's brands boycotting people!

If margarine wants to boycott me I'm all for it! Seems only fair since I've been boycotting it ever since I was old enough to do my own shopping.

Seriously though, how many aggressively TRA inclined people do they think there are? Because if I had to guess I'd say there are a lot less than Mumsnet's 12-14 million users. By multiple orders of magnitude.

(Ask your accountants, Flora, they'll explain what that is after that stop banging their heads on their desks at your inability to understand basic maths.)

I think the essence of what is happening now is to use our individualistic tendencies to do whatever we want to break us all apart and then use our natural instincts towards collectivisation to control how new groupings arise.

First thing is to smash existing collective structures (Queer theory etc) and then re-collectivise around controlled themes. Individuals who have been up-rooted from structures that have taken thousands of years to develop will be vulnerable to being 'gathered' into new groups.

This. Personally, I intend to be a New Luddite. Not being moulded by a corporatocracy, thankyouverymuch.

Imagining TRAs loyally scooping spoonfuls of marg into their faces to support the brand.

I'm sorry but I'm not loyal enough to anything to consume fake tasting hydrogenated fats in spreadable form.

Took them ages to make a dairy free product and now they have they’ve forgotten what a female is?

Mad, considering that without female cows they wouldn’t have most of their products.

An extra level of nonsense to Flora's Flounce is that it's quite likely that their contract with MN has reached its prearranged end. AFAIUnderstand, it hasn't been particularly successful: they haven't persuaded MNers to embrace fake butter, yet their packaging will continue to carry the MN logo until the next redesign.

Some wokester has probably decided to 'spin' a mundane business decision.

What is going on?

The very funny Titania McGrath tweet has gone. I tried to show DH, not least because he has usually seen retweets of hers and so a starting point for a chat about the latest madness.

Then the AIBU thread goes. And MN issue a statement about their commitment to free speech late on a Friday night.

Methinks the greasy spread manufacturers have engaged a high powered PR firm specialised in social media. Titania would have been targeted because her reach is wide and influential. Equally AIBU. But MN have drawn a line and are publically committed to protecting the vipers.

I hope this ends up with MN hits going up and more people discovering the weath of support and knowledge available across the site. And perhaps people reevaluating purchasing decisions around products determined to flag up their woke credentials. I for one would think twice about any product endorsed by mimmymum.

How does this boycott work.

How does Upfield not sell to Mnetters.

Are you supposed to prove that you don’t have an account with Mumsnet before the cashier will scan your marg

An extra level of nonsense to Flora's Flounce is that it's quite likely that their contract with MN has reached its prearranged end. AFAIUnderstand, it hasn't been particularly successful: they haven't persuaded MNers to embrace fake butter, yet their packaging will continue to carry the MN logo until the next redesign.

Some wokester has probably decided to 'spin' a mundane business decision.

I just commented on another thread that the cynic in me suspects it is the lack of endorsement for their products by Mumsnetters rather than 'transphobia' that is behind this decision and the latter being used as cover.

What's the alternative 'We're cutting ties with Mumsnet because the majority of posters their think our product is shit and aren't afraid to say so'?

It's Mimmymum thinking that she'll huff and she'll puff and she'll blow Mumsnet Towers down by picking off their advertisers one by one, basically.

Are you supposed to prove that you don’t have an account with Mumsnet before the cashier will scan your marg

Maybe they test you with code words like 'pom bears' and see if you smirk.

It's Mimmymum thinking that she'll huff and she'll puff and she'll blow Mumsnet Towers down by picking off their advertisers one by one, basically.

Mimmymum lies. A lot. Especially to herself. I tend to take her huffing and puffing with a huge shovel full of salt even while acknowledging the enormous harm she personally does to vulnerable people.

I just commented on another thread that the cynic in me suspects it is the lack of endorsement for their products by Mumsnetters rather than 'transphobia' that is behind this decision and the latter being used as cover.

It wouldn't surprise me. But it's spectacularly going to backfire. Because this is now reaching and thousands thousands more people, everywhere. Not just a handful of mumsnetters who gave the thumbs down on a bit of product testing.

People who have barely heard of mumsnet, now know exact chemical components in flora margarine. Not to mention raking up the sexiest strap lines about it being the margarine for men!

They make the kind of products where you look at the label and go, there is no food in this "food", so why would I eat it?

It identifies as food though, which means it is food, just food born in a non food body.

Is this a precursor to them bringing back their old tagline - the margarine for men?

Flora's Flounce

🤣

Do men not have tastebuds?

It's Mimmymum thinking that she'll huff and she'll puff and she'll blow Mumsnet Towers down by picking off their advertisers one by one, basically.

All the huffing and puffing does is overinflate one's self of importance. It's hubris.

If you keep company with delusional and egotistical males then they're bound to rub off on you. But don't be fooled that you're not owned.

Maybe they test you with code words like 'pom bears' and see if you smirk.

Ha!

I read that as porn bears oops!... anyway those mumsnetters who wish to continue buying the greasy faux butter spreads will have to make sure there's no "naice" ham, porn pom bears or Zoflora in their shopping trollies lest they reveal themselves...

www.theguardian.com/business/2017/apr/06/unilever-flora-stork-kraft-heinz-bid

My hypothesis.

The makers of Flora know that mothers are a lost cause because we have been making the switch over to butter for years with no signs of going back.

Partnering with Mumsnet failed to produce a surge in sales because why would you eat fake plastic spread of you could have delicious creamy butter?

Flora manufacturers are trying to create brand loyalty among a younger demographic by presenting themselves as woke and right on.

*if you could have.