EAST
®
PUBLISHER Ginnie Roeglin
EDITOR David W. Fuller 425-313-8510 dfuller@costco.com
DEPUTY EDITOR, INTERNATIONAL
Tim Talevich 425-313-6759 ttalevich@costco.com
DEPUTY EDITOR, DIGITAL
Stephanie E. Ponder 425-427-7134 sponder@costco.com
DEPU TY EDITOR, U.S.
T. Foster Jones 425-313-6748 Tod.Jones@costco.com
ASSOCIATE EDITORS
Lorelle Gilpin, Ottawa 613-221-2009 Lorelle.Gilpin@costco.com
Sue Knowles, London 011-44-1923-213113 sknowles@costco.co.uk
Sungwon Pae, Seoul 82-2-2630-2700 swpae@costcokr.com
ASSISTANT EDITOR
Sylvia Youngsun Yoo, Seoul sylviayoo@costcokr.com
ONLINE EDITOR
David Wight David. Wight@costco.com
REPORTERS
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Steve Fisher Steve.Fisher@costco.com
Hana Medina hanamedina@costco.com
TRANSLATION MANAGER Jean-Claude Dauphin
COPY EDITORS Miriam Bulmer, Caroline Szpak
CONTRIBUTORS
Joseph Hanna, Wendy Helfenbaum, Susan Hirshorn,
dee Hobsbawn-Smith, Peter Hodson, Marjo Johne, Judi Ketteler,
Harvey Meyer, Barbara Mowat, Kim Pallozzi, Angela Pirisi,
Chris Powell, Kelly Putter, Dana Tye Rally, Marc Saltzman,
Ellen Schwartz, Alice Shapin
ART DIRECTOR
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ASSOCIATE ART DIREC TOR
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ASSISTANT PRODUCTION MANAGER
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ADVERTISING PROJECT COORDINATORS
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BUSINESS MANAGER Janet Burgess
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■ FRONTend
from the editor’s desk
David W. Fuller
AS WE DEVELOPED this month’s cover story about
the rapid momentum behind the food truck trend, I
started wondering what causes the spontaneous combustion of a business concept. Doesn’t it seem like
these trucks accelerated from zero to 60 in a flash?
Then I came across an article in Wired magazine,
“ 7 Ways to Spot the Next Big Thing” (“How to Spot
the Future,” www.wired.com/business/2012/04/ff_spot
future), that provides some pretty darned interesting
clues for answering my question.
Although the article, by Wired executive editor
Thomas Goetz, focuses on innovative technology concepts, the traits it describes—the
cross-pollination of disciplines, ideas that have built-in acceleration, ideas that liberate,
audacity, openness, deep design and an understanding of how people waste time—can
be applied to just about any sort of innovation. Not every hot new idea exhibits all
seven traits, of course. I see food trucks as demonstrating at least two of them:
1. They are “liberators,” providing a service that helps reset people’s routines,
often by making something available more easily or more spontaneously, as in
“Hey, look, there’s that great food truck! Let’s do that for dinner tonight.”
2. They are “cross-pollinators,” deploying ideas that represent two or more disciplines. Food trucks are at the intersection of the massive movement toward mobility
and the shift toward less-formal dining.
Hot new ideas are nearly always head turners. They are not incremental; they
put something into our visual or mental landscape that causes us to pause, to anticipate the joy of finding something new. I don’t know about you, but that’s how I feel
when I spot a snappy-looking food truck! C
David W. Fuller is Assistant
Vice President, Publishing, and
Editor of The Costco Connection.
from the associate editor’s desk
Lorelle Gilpin
JULY/AUGUST 2013 The Costco Connection 5
IN CITIES ACROSS CANADA, business people,
college students and passersby alike line up each
lunch hour and into the evening for street food.
Offering eclectic, gourmet fare such as Japanese-style hot dogs, fish tacos and barbecue, food trucks
are the newest and most talked-about dining trend.
Our cover story (page 20) features Costco members
who have undertaken the challenge to serve up
“meals on wheels.”
The Costco deli department has its own version
of fresh and easy cuisine. Our gourmet, ready-to-
cook and cooked entrees make inviting friends or colleagues over for a barbecue this
summer a breeze. Pick up souvlaki pork loin chops for the grill and pair them with a
Greek salad and baby potatoes for a quick and flavourful meal.
If you love steak and ribs, you can’t beat marinated St. Louis ribs and sirloin
steak with a Caesar salad. And grilled salmon fillets and quinoa salad make a
delicious, gluten-free summer meal of superfoods.
This summer, your vacation will undoubtedly include taking photos. Costco has
everything you need to take a big step up from using your smartphone to capture
photos of family and friends. Today’s digital SLR (DSLR) cameras marry ease of use
with professional-quality performance. Costco features several DSLR cameras to
choose from, many with HD video and stereo sound capabilities. And if you purchase
a Nikon or Sony camera at your local Costco or online at Costco.ca, you will receive
one Aeroplan mile for every dollar spent. For more details, visit Costco.ca and enter
“AeroplanE” in the search box.
Also, enter your favourite photo this summer by clicking on the Photo Contest
banner at Costco.ca or on the Costco Canada Facebook page, www.facebook.com/
CostcoCanada, and you will be eligible to win Costco Cash cards and other prizes.
See you in the warehouse or online at Costco.ca. C
Lorelle Gilpin is Vice President
of Marketing, Costco Wholesale
Canada.
