SUSTAINABILITY DEPENDS ON FOOD INDUSTRY COLLABORATIONS
Posted in News, Sustainability, Science & Research, Market Research, Market Trends, Business,Economics, International, Agriculture, Organic, Natural, Healthy, Healthy Foods, Frozen / Refrigerated Foods, Demographic, Regulatory, Seafood, Gums / Starches, Ice Cream, Milk, Dairy
LONDON—More collaborative partnerships must form to address sustainability challenges faced by the food industry, according to executives at the European Sustainable Foods Summit held on June 6 to 7, 2013.
Speakers at the summit highlighted the challenges ahead, such as the predicted population growth of 2 billion people over four decades, while resources become scarce and erratic weather causes food supply swings.
During the Sustainability Best-Practices session, FoodCycle showed how it works with retailers, celebrity chefs and unemployed youth to redirect food waste from landfills in order to create nutritious meals for the needy. Another paper on Sustainable Food Cities demonstrated how local government can work with non-governmental organizations (NGOs) and the private sector to spur social change in urban cities.
Belgian retailer Delhaize stated its partnership with the World Wildlife Fund (WWF) was fundamental to its sustainable seafood policy. This year, the supermarket will have converted all of its fresh and frozen seafood to sustainable sources.
In addition, the French ingredient firm Nexira has partnered with SOS Sahel for the sustainable sourcing of acacia gum. By protecting acacia trees, its sourcing projects are preventing desertification in Sub-Saharan Africa, while also creating a positive social impact on local communities. It stated working with a local NGO was vital for it to enter long-term relationships with African growers.
Another paper by EcoInvest highlighted the importance of keeping sustainable farming communities. According to Karla Canavan, the urban portion of the global population has increased from below 40% in 1990 to over 50% at present; it is projected to rise above 70% by 2050. She stated we need "happy farmers" to maintain agricultural production and to support rural economies. Bob Quinn, president of Kamut International said, "monoculture is leading to the intensification of the food industry," which has a detrimental impact on rural communities. His company is encouraging the production of the ancient wheat khorasan in the Montana.
The European summit also addressed marketing issues related to sustainable foods. Stephan Ardesch of Ben & Jerry's encouraged green brands to use "fun marketing" to attract consumers. In the Netherlands, the company has set up a sustainable dairy program to give a fair price to Dutch milk producers. Its research showed that 65% of consumers were willing to pay extra for Ben & Jerry's ice cream when they learn about its environmental and social responsibility.
Coop Switzerland has put private labels at the heart of its sustainability plan. Sales of its private label products, the Naturaplan organic brand, have exceeded €$1.6 billion and comprise almost 10% of total food and drinks in its stores. In the Netherlands, the Bio Plus brand has also shown rapid growth to become the 39th top consumer brand. According to Henk Gerbers, its positioning as a lifestyle brand in mainstream retailers has been the cornerstone of its success. Another paper by Ogilvy Earth stated green brands should target "middle-greens" who comprise two-thirds of consumers, rather than dark greens who are already "the converted."
In a session on consumer behavior, Simran Sethi said, "People needed to resonate with the message of sustainability." She encouraged brands to "re-frame the story and make it personal" to engage consumers in green behavior.
The Belgian company has been instrumental in giving European consumers healthy alternatives to meat and dairy products. Although its plant foods are marketed on their sustainability credentials, the company states product quality and taste have been the key success factors. Similar views were expressed by Slow Food Netherland. Its president, Hans van der Molen, said sustainable food brands should never forget taste, as this is a fundamental reason people buy foods.
In the closing remarks, the chair summarized the marketing challenge faced by green brands: How do you compete with conventional products on taste and quality, while maintaining a premium because of ecological and ethical credentials?
During the Sustainability Best-Practices session, FoodCycle showed how it works with retailers, celebrity chefs and unemployed youth to redirect food waste from landfills in order to create nutritious meals for the needy. Another paper on Sustainable Food Cities demonstrated how local government can work with non-governmental organizations (NGOs) and the private sector to spur social change in urban cities.
Belgian retailer Delhaize stated its partnership with the World Wildlife Fund (WWF) was fundamental to its sustainable seafood policy. This year, the supermarket will have converted all of its fresh and frozen seafood to sustainable sources.
In addition, the French ingredient firm Nexira has partnered with SOS Sahel for the sustainable sourcing of acacia gum. By protecting acacia trees, its sourcing projects are preventing desertification in Sub-Saharan Africa, while also creating a positive social impact on local communities. It stated working with a local NGO was vital for it to enter long-term relationships with African growers.
Another paper by EcoInvest highlighted the importance of keeping sustainable farming communities. According to Karla Canavan, the urban portion of the global population has increased from below 40% in 1990 to over 50% at present; it is projected to rise above 70% by 2050. She stated we need "happy farmers" to maintain agricultural production and to support rural economies. Bob Quinn, president of Kamut International said, "monoculture is leading to the intensification of the food industry," which has a detrimental impact on rural communities. His company is encouraging the production of the ancient wheat khorasan in the Montana.
The European summit also addressed marketing issues related to sustainable foods. Stephan Ardesch of Ben & Jerry's encouraged green brands to use "fun marketing" to attract consumers. In the Netherlands, the company has set up a sustainable dairy program to give a fair price to Dutch milk producers. Its research showed that 65% of consumers were willing to pay extra for Ben & Jerry's ice cream when they learn about its environmental and social responsibility.
Coop Switzerland has put private labels at the heart of its sustainability plan. Sales of its private label products, the Naturaplan organic brand, have exceeded €$1.6 billion and comprise almost 10% of total food and drinks in its stores. In the Netherlands, the Bio Plus brand has also shown rapid growth to become the 39th top consumer brand. According to Henk Gerbers, its positioning as a lifestyle brand in mainstream retailers has been the cornerstone of its success. Another paper by Ogilvy Earth stated green brands should target "middle-greens" who comprise two-thirds of consumers, rather than dark greens who are already "the converted."
In a session on consumer behavior, Simran Sethi said, "People needed to resonate with the message of sustainability." She encouraged brands to "re-frame the story and make it personal" to engage consumers in green behavior.
The Belgian company has been instrumental in giving European consumers healthy alternatives to meat and dairy products. Although its plant foods are marketed on their sustainability credentials, the company states product quality and taste have been the key success factors. Similar views were expressed by Slow Food Netherland. Its president, Hans van der Molen, said sustainable food brands should never forget taste, as this is a fundamental reason people buy foods.
In the closing remarks, the chair summarized the marketing challenge faced by green brands: How do you compete with conventional products on taste and quality, while maintaining a premium because of ecological and ethical credentials?
Check out my latest e-book entitled: "Social Media Marketing in Agri-Foods: Endless Profit and Painless Gain".
The book is available on Amazon and Kindle for $4.99 USD. Visit amazon/Kindle to order now:
http://www.amazon.ca/Social-Media-Marketing-Agri-Foods-ebook/dp/B00C42OB3E/ref=sr_1_1?s=digital-text&ie=UTF8&qid=1364756966&sr=1-1
No comments:
Post a Comment