fresh thinking ethos

11:54 Sep 21, 2011 

Following up on Jutta's comment, is there any place in the document to plat with a slogan like "fresh ideas for fresh foods"? If you put the innovation with ethos, perhaps you could end with "fresh ideas for fresh food"/fresh ideas for the fresh food industry/fresh ideas for fresh food packaging" at the end instead of "an innovative mindset."

11:16 Sep 21, 2011 

The only question is whether Darko can find an equivalent of the word "fresh" - one that conveys both meanings - to use in Croatian or whatever the target language is (I suppose you are translating this?). If there is no such word, you might have to use something like "innovative" and perhaps add a small part about "fresh ideas" (so you have the connection to "fresh food").

23:05 Sep 20, 2011 

My first reaction was that it means a cultural trend towards fresh food and healthy eating. This fits right in with the increase in organic farming, the use of locally grown produce, farmers' markets, etc.

22:57 Sep 20, 2011 

There may be some word play in this expression. Since they have been at the cutting edge of developmetn in fresh food packaging -- a fresh thinking ethos -- could both mean an ethos (spirit or culture) or think about fresh as opposed to be frozen or canned foods OR mean fresh (forward thinking or open minded or open to fresh/new ideas). The more I think about it I am sure that that is why fresh is being used in this somewhat usual way. Ethos in this context means corporate or business culture. One dictionary definition of ethos is: the underlying distinictive characteristic or spirit of a people, group, culture, etc.

22:08 Sep 20, 2011 

I like the "fresh thinking," but I think that it would be more effective somewhere else in the text if there is a place for it.