sustainability?

I landed in Menorca, went to Mercadona, my usual supermarket here, and had one of those small moments that says more than a hundred sustainability reports.

The fresh fish and meat counter was gone...

Instead, everything was pre-packed.

Fish in trays. Meat under film. Fillets in plastic. Doradas staring back from transparent coffins. Even the poor pepinos were wrapped as if they were being prepared for minor surgery.

And I stood there thinking: how is this still possible?

After years of awareness, regulation, ESG language, recycling campaigns and corporate promises...

But this is where sustainability meets operations.

The fresh counter feels better. More human. More authentic.

The plastic tray is uglier, but easier: less labour, less waiting, less variability, less waste, faster replenishment, better traceability and cleaner inventory management.

The truth is simple. Consumers like sustainability. Companies like efficiency.

And when the two collide, the barcode often wins.

Until sustainability becomes cheaper, easier and operationally superior, the cucumber will continue to be dressed for surgery.