Why I Love Abel and Cole

Abel and Cole

We’ve been getting organic boxes from Abel and Cole. Apparently it’s the done thing when you’re greenish and in your mid-30s.

But in the couple of months we’ve been using them we’ve not ever really managed to finish a box. So we end up chucking stuff out, which isn’t good for anyone. No one’s fault, we’ve just been busy, or not fancied what was in the box on the right day.

So I wrote them a nice mail. Explaining that it was nothing personal and if our circumstances change we’d certainly consider going back to them. I also explained that we’ve got a good local organic shop which means that we can get hold of nice things quite easily.

This is the email I got back.

Thank you for your email. I am sorry to hear you have decided to stop your orders from ourselves, but I do agree that a local organic grocer is even a bit better than ordering from us. Thank you for taking the time to let us know why you are cancelling. If you would like to start ordering from us again in the future we’ll be happy to try and adjust the amounts of produce you receive to suit your needs a bit better. I confirm the cancellation of your account and, we will be more than happy to welcome you back if your situation changes.

I read it and went, aah, that’s nice.

Then I read it again.

And noticed they’d said what! That it’s probably better not to use them in this situation! How bloody good is that!

I thought to myself, what a wonderful bit of copywriting. Then I realised of course this isn’t ‘copywriting’ at all, it was a real person writing to me, and it’s genuine, and it’s not self serving (at least not directly).

Nice one.

If you’ve not seen the Zappos story about the lady whose mother died and how they went above and beyond the call of duty you should check it out. It’s another great example of a company being human and it’s gone round the web leaving positive feelings towards Zappos wherever it goes. (Zappos are a US footwear ecommerce store by the way).

6 thoughts on “Why I Love Abel and Cole”

  1. I had a similar experience from Able & Cole. Not because I could not finish an entire box, but because I wanted a specific combo of fruit and veg… they wrote me a nice email saying they would put together an combo I wanted and even look at obtaining fruit and veg they did not currently have… how nice is that?!

  2. They’ve just had a big injection of private equity funding too now, so they might end up being your local supermarket after all. Then you can feel bad that they put your local one out of business. Ha ha.

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