I was considering the twin trends of healthy food and convenience this week after attending a conference when something happened to bring the reality into sharp focus. I got home to find my weekly organic box, from Abel & Cole, had been stolen.

Now, before you all think I must live in a dodgy part of London, the actual theft was not the issue. Yes, it meant I lost money and - being a working woman - was going to be without necessities until I could get out at the weekend. (I had to satisfy another trend and go out to eat for three nights in a row instead.)

No, what struck me about this episode was that it was a perfect example of how a business is missing a trick. Here's what followed: phone call to explain the issue. No attempt to find a solution or even an offer to redeliver at my cost. Result - I would have to cancel the delivery after years of being a loyal customer. Immediate cancellation performed over the phone. Were there any plans to develop the service so the box could be delivered at a more convenient time rather than when customers were out at work, I asked? No.

What a shame, I replied. They were obviously going to lose custom when Ocado, Sainsbury and Tesco rolled out their organic box trials. Oh no, I was assured, our loyal customers would never shop with them (point to note: I was a loyal customer and had even recruited others to the cause. Now all I feel is pretty worthless).

Ok, so this is a bit of a rant. But the point is I was one of those people who said I would never buy into the supermarkets' box schemes. But I had forgotten one thing. They put the needs of the customer first. They are convenient. So sorry Un-Abel & Cole. The first supermarket to deliver a box in my part of London gets my business.

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