Sustainability strategies in food and drinks


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Sustainability strategies in food and drinks

  1. 1. Sustainability Strategies in Food and DrinksPublished:September 2011No.Of Pages:139Price:US $ 2875IntroductionThis report addresses how sustainability is reshaping the competitive landscape andidentifies what companies can do now to capitalize on sustainability-driven changes and toposition themselves favorably for the future. It also identifies challenges, such asgreenwashing and green fatigue, which can compromise ability to develop a successful andcredible sustainability strategy.Features and benefits* Understand what green consumers expect to see from sustainable brands and comparedifferent communications strategies to convey messages effectively.* Assess different types of sustainable packaging and identify strategies for developing asuccessful sustainable packaging proposition.* Identify the tactics used by leading sustainable brands to maximize their sustainablecredentials and get credit for doing so from consumers.* Evaluate the benefits of sustainability: fewer barriers to price premiums, lower costs,competitive advantage, and the bonus of early market entry.* Understand how to use different forms of social media to convey your brand‟ssustainability values and messages in the most effective way.HighlightsDespite the fact that many companies utilize social media for PR and general marketing, ahigh proportion fail to use it to engage the public in sustainability campaigns. However,social media can increase consumer awareness of environmental issues and productsolutions – the biggest barrier to sustainable consumption.Responsible manufacturing practices are increasingly considered a pre-requisite for „good‟business. Companies are trying to green their operations to reduce their carbon footprintalong with developing better working conditions. Using a life cycle approach to innovation iscrucial to identifying opportunities throughout the supply chain.Consumers evaluate product packaging to verify it is sustainable, and many countries havelegislated to reduce packaging waste. In time sustainable packaging will be seen as a basicproduct requirement like pricing and product performance. Resource efficient packagingbolsters sustainability credentials and delivers cost savings and competitiveness
  2. 2. Your key questions answered* What‟s the business case for sustainability in food and drinks and how are leadingcompanies building it in to their strategy and innovations programs?* How can I use social media to enhance my sustainability strategy and what are theexamples of best practice?* How can I communicate my sustainability strategy effectively and avoid falling into thetrap of so-called “greenwashing”?* What are the best product-level strategies for developing sustainable products and brandsthat stand out from the competition?* What are the most effective sustainable packaging strategies?Table Of ContentsAbout the authorDisclaimerEXECUTIVE SUMMARYWhat is sustainability?The business case for sustainabilityStrategic approaches to sustainabilityCommunicationSustainability 2.0Product level strategiesSustainable packagingWhat is sustainability?SummaryIntroductionA brief history of sustainable developmentConsumption is outstripping bio-capacitySo what does sustainability mean?Sustainable productionThe business case for sustainabilitySummaryIntroductionDefinitions of sustainability as it applies to businessThe triple bottom lineSustainability creates valueSustainability‟s sphere of influenceMeeting the needs of stakeholdersWhat‟s included in a good sustainability strategy?The business case for sustainabilityGreen and competitiveDifferent industry views of sustainabilitySustainability is integral to value creationThe topic of sustainability is still clouded in confusionCommitment to sustainability is not waning in the current economic climateWhat sets the winners apart?
  3. 3. Strategic approaches to sustainabilitySummaryIntroductionStrategic sustainability in action: Whole Foods MarketFocusing on the right issues is imperativeIdentifying, prioritizing and addressing the issuesKey competencies of sustainability leadersCommunicationSummaryIntroductionCredibility is the key to successOther communications challengesTop down and all the wayEngagement at the topEmployee engagementTransparencyReporting frameworksKnow your audienceMaintain focus on core product characteristicsCore consumer valuesApplying core consumer values to sustainability strategiesEducate consumersUsing the Internet to educateEducating consumers about eco-certificationMake it positiveAvoiding greenwashingWhat is greenwashing?What motivates companies to greenwash?The “seven sins” of greenwashingWhy does it matter?Weeding out greenwashingHow to avoid greenwashing?The power of cause-related marketing and strategic partnershipsStrategic partnershipsSustainability 2.0SummaryIntroductionWho‟s using social media?Social media encourages collaboration and engagementThe social media sustainability indexThe social media toolkitWebsitesBlogsVideosFacebookCrowdsourcing for sustainability initiativesOnline communitiesSocial Media Case Studies
  4. 4. StonyfieldWhen things go awry – learning from Nestlé‟s mistakeMaking the most of your social media toolkitProduct level strategiesSummaryIntroductionOrganicCase study: organic baby foodFairtradeDivine ChocolateGo localRetailers are capitalizing on the go local trendCase study: TyrrellsResponsible manufacturing practicesCase study: Kettle FoodsSustainable harvesting practicesSustainable by acquisition?Sustainable PackagingSummaryIntroductionCharacteristics of sustainable packagingSustainable packaging strategiesRecycled ContentClose the loopSource reduceReusable and refillableCompostableExplore new materialsPromotion is still criticalStella Artois‟ sustainable packaging campaignsEffective on-pack communicationsConclusions: key sustainability strategiesKey sustainability strategies(Untitled sub-section)AppendixGlossaryBibliographyLIST OF FIGURESFigure: Principles of sustainable productionFigure: The evolution of sustainabilityFigure: The triple bottom lineFigure: Sustainability and the value chainFigure: Sustainability‟s sphere of influence
  5. 5. Figure: Key sustainability competenciesFigure: Industry reasons for addressing sustainability issues, % of respondentsFigure: Industry views on where sustainability matters, % of respondentsFigure: Responsive and strategic approaches to sustainabilityFigure: The social media toolkitFigure: Starbucks blog: engaging users with leader board and status updatesFigure: SunChips‟ successful public service announcement tackled the noisiness of itscompostable bagFigure: Yeo Valley‟s popular 2010 adFigure: Tetley‟s recent Facebook campaignFigure: Starbucks‟ successful Betacup challengeFigure: Stonyfield‟s blog: reinforcing the brand‟s sustainability credentialsFigure: Stonyfield‟s popular Farm Cam brings customers closer to farm lifeFigure: Meet Stonyfield JohnFigure: Stonyfield‟s recent rap video – part of the I Love Organic campaignFigure: The Organic Moment campaignFigure: The many “faces” of StonyfieldFigure: Greenpeace‟s successful campaign against NestléFigure: Making the most of your social media toolkitFigure: Major players in the growing organic baby food marketFigure: Upcycle with TerraCycle – Ella‟s Kitchen initiativeFigure: Starbucks‟ understands the importance of closing the loopFigure: Examples of simple but effective source reduction strategiesFigure: Kenco‟s lighthearted approach its new refillable packaging proved effectiveFigure: The world‟s first 100% compostable chip bagFigure: Sustainable packaging will not sell itself – promotion is still criticalFigure: Simple but effective uses of on-pack communicationsAbout Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: Facebook Page: Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog