Image of Market Basket Protests

Market Basket as The Epitome of Hive-Mind Community Destruction

Image of Market Basket Protests
(AP Photo)

With the ongoing saga of Market Basket protests still in full swing – and Massachusetts Governor Deval Patrick now entering the fray -, it may be time to remind Arthur T. Demoulas and his supporters of what Spock said to Captain Kirk as he sacrificed himself to save the USS Enterprise in Star Trek II: “The needs of the many outweigh the needs of the few….” To which Kirk replies: “Or the one.”

It was a quaint idea when it first began: Employees supporting the founder of their company following his ouster. Good. Great, even. I applaud that, I really do. However, if their willful abandonment of their job duties as a form of protest costs them their employment, then that is THEIR choice and theirs alone. They, in their masses, made the decision to start this protest but, what they either do not realize or do not seem to care about is the impact their actions is having on the tens of thousands of people who relied upon a thriving Market Basket chain for their livelihood. Truck drivers, grocery suppliers and their employees, small-town produce suppliers and their families, taxi drivers, the list goes on and on.

The number one problem with the Market Basket situation – and the reason it must end immediately – is that entire communities are now being adversely affected thanks to the selfish actions of both the Board AND the employees. New Hampshire Governor Maggie Hassan has indicated that many Market Basket employees in the state may be eligible for unemployment compensation. She also made it clear that this would most likely negatively impact our state budget. Folks, that money comes from us, the people! Out of our already-strained pockets! It does not come from some magical, never-ending pot of gold. Whether it be through employment insurance fees paid by companies (and then passed to customers through higher prices) or through straight-up taxation, we, the people, are now on the hook for effectively bailing out the WILLFUL unemployment of these protesters.

Additionally, other businesses that share building space with Market Basket stores are being hit hard. Look at the very sad example of Aubuchon Hardware in Warner, NH. Situated right next to a deserted Market Basket, the store has had to lay off several workers and predicts having to lay off more in the coming days. This tragedy hits a small town like Warner (population only 2,700) very hard. And their story is not unique during this saga.

What started out as a strong employee reaction to the firing of company founder, Arthur T. Demoulas, has snowballed into a catastrophe that is now affecting entire local economies outside the Market Basket family – and it is time that it STOPPED. Our entire economic system is based on rules that are remarkably similar to those that constitutionally govern our personal lives; i.e. the right to make decisions as we see fit for the betterment of our business. Boardrooms are marriages. When the marriage isn’t working, it enters into divorce. In divorce someone almost always wins and someone almost always loses. Such is the nature of these things. However, if somebody came to you during your divorce and told you that you do not have the right to divest yourself of your spouse but that they (this 3rd party) were going to take away all of your assets, anyways, you would consider yourself to have been unduly violated and illegally taken advantage of. Well, oversimplified though the analogy may be, this is exactly what is occurring with Market Basket. Look, it doesn’t matter if the Board’s business objectives are divergent from the company’s prior mission. The fact remains, a company’s governing body is free to do as it wishes within the bounds of the law and who is ANYBODY to say otherwise while saying with a straight face that they are not then being hypocritical?

Here’s the reality: Many of those Market Basket employees – and nearly ALL of those non-employees who have jumped on the hive-mind social media bandwagon – have never personally met Arthur T. Demoulas nor do they actually know a thing about the man beyond what someone they DO know has told them to think. Yes, he made personal visits to stores. Yes, there are some long-term employees who do have the benefit of knowing the man. But do you really believe that the thousands of young high-school kids working as baggers and cashiers in these stores actually have a vested interest in Mr. DeMoulas beyond the “cool factor” of belonging to a social trend? Yes, that’s a bold statement, and, yes, I will receive plenty of hate mail for it. But when the haters calm down and look back through clearer eyes, it will be seen as truth. For those adults who DO have a vested interest in their employment at Market Basket, how much leadership are you displaying by encouraging these young employees, so new to the workforce, to voluntarily commit financial suicide?

And, as for the people who jumped on the social media trend and boycotted the stores in their OWN communities, well…you may still have a job and the money to buy food at another store, but what have you done to those who relied on Market Basket? Those are YOUR neighbors. YOUR friends and/or family. But, now, they are OUR financial burden. Hive-mind community destruction. Please end this saga, now.

(Ed. note: It has been brought to our attention that Arthur T. DeMoulas is actually the son of the chain’s founder, and not the founder, himself, as stated in the piece. Our apologies for the error.)

About the Author: is the Senior Marketing Strategist for 603 Media Group. Primarily tasked with the challenges of keeping our small business running, Jeremy also occasionally branches out into public speaking, blogging, website design and raising his son to not be another one of “those damn kids”.

4 thoughts on “Market Basket as The Epitome of Hive-Mind Community Destruction”

  1. I could not agree with you more. My husband delivers bread and luckily he does not have Market Basket on his route. However, his co-workers are struggling.
    Thank you for saying what I’ve been too afraid to say.

  2. Great article, showed all points and sides. It was a great idea in the beginning, but I too do not think willingly unemployed people should be able to collect unemployment, it is not right to drain the funds and raise willing workers taxes for this. People have to deal with crappy working situations all the time, have to relocate and jump through hoops to keep their jobs on a daily basis. If you do not like the company you work for, try to find different employment or do what the rest of the population does these days, grin and bear it.

  3. Jeremy,

    A couple of things you might not be aware of

    1) The only people striking are the truck drivers and the warehouse workers. No baggers, cashiers, or managers walked off the job. The other workers were protesting on their own time.

    2) Unemployment is funded primarily by the unemployment insurance tax paid by employers. Even with higher utilization (and it will most likely be a blip) it may stress government coffers but you won’t likely see any impact to your bottom line anytime soon.

    3) Loyalty is infectious. In some ways, from a brand loyalty perspective, on a regional scale Market Basket is a lot like Apple and Steve Jobs. Arthur T obviously hit on a winning formula to instill passion and loyalty with his workers and customers. The fact that loyalty extends beyond those who knew him first hand is a credit to him. As a marketer, this is exactly the level of passion you should be working to instill in your client’s customers.


  4. @Bryan – It’s not about those who are actively striking – it’s about those who are involuntarily having their livelihoods affected by the fallout of this situation. That includes the cashiers, baggers, and everybody else mentioned who are having hours cut or are outright losing their jobs.

    Yes, unemployment is paid for by companies – that is directly referenced in the blog. Also referenced is the fact that unemployment insurance costs that see any kind of an increase for the company WILL be paid for through higher prices. As I mentioned in the blog, that money does not come from some magically infinite pot – it comes from revenue. And anything that impacts revenue causes either cost cuts or price increases. Or both.

    Finally, passion and loyalty at the expense of others’ livelihoods is not something I would EVER encourage for my clients’ customers. Sabotaging local communities for the sake of making a point is a selfish course of action.

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