This report addresses how sustainability is reshaping the competitive landscape and identifies what companies can do now to capitalize on sustainability-driven changes and to position themselves favorably for the future. It also identifies challenges, such as greenwashing and green fatigue, which can compromise ability to develop a successful and credible sustainability strategy.

1. Sustainability Strategies in Food and Drinks
Published:September 2011
No.Of Pages:139
Price:US $ 2875
Introduction
This report addresses how sustainability is reshaping the competitive landscape and
identifies what companies can do now to capitalize on sustainability-driven changes and to
position themselves favorably for the future. It also identifies challenges, such as
greenwashing and green fatigue, which can compromise ability to develop a successful and
credible sustainability strategy.
Features and benefits
* Understand what green consumers expect to see from sustainable brands and compare
different communications strategies to convey messages effectively.
* Assess different types of sustainable packaging and identify strategies for developing a
successful sustainable packaging proposition.
* Identify the tactics used by leading sustainable brands to maximize their sustainable
credentials 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‟s
sustainability values and messages in the most effective way.
Highlights
Despite the fact that many companies utilize social media for PR and general marketing, a
high proportion fail to use it to engage the public in sustainability campaigns. However,
social media can increase consumer awareness of environmental issues and product
solutions – 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 footprint
along with developing better working conditions. Using a life cycle approach to innovation is
crucial to identifying opportunities throughout the supply chain.
Consumers evaluate product packaging to verify it is sustainable, and many countries have
legislated to reduce packaging waste. In time sustainable packaging will be seen as a basic
product requirement like pricing and product performance. Resource efficient packaging
bolsters sustainability credentials and delivers cost savings and competitiveness

2. Your key questions answered
* What‟s the business case for sustainability in food and drinks and how are leading
companies building it in to their strategy and innovations programs?
* How can I use social media to enhance my sustainability strategy and what are the
examples of best practice?
* How can I communicate my sustainability strategy effectively and avoid falling into the
trap of so-called “greenwashing”?
* What are the best product-level strategies for developing sustainable products and brands
that stand out from the competition?
* What are the most effective sustainable packaging strategies?
Table Of Contents
About the author
Disclaimer
EXECUTIVE SUMMARY
What is sustainability?
The business case for sustainability
Strategic approaches to sustainability
Communication
Sustainability 2.0
Product level strategies
Sustainable packaging
What is sustainability?
Summary
Introduction
A brief history of sustainable development
Consumption is outstripping bio-capacity
So what does sustainability mean?
Sustainable production
The business case for sustainability
Summary
Introduction
Definitions of sustainability as it applies to business
The triple bottom line
Sustainability creates value
Sustainability‟s sphere of influence
Meeting the needs of stakeholders
What‟s included in a good sustainability strategy?
The business case for sustainability
Green and competitive
Different industry views of sustainability
Sustainability is integral to value creation
The topic of sustainability is still clouded in confusion
Commitment to sustainability is not waning in the current economic climate
What sets the winners apart?

3. Strategic approaches to sustainability
Summary
Introduction
Strategic sustainability in action: Whole Foods Market
Focusing on the right issues is imperative
Identifying, prioritizing and addressing the issues
Key competencies of sustainability leaders
Communication
Summary
Introduction
Credibility is the key to success
Other communications challenges
Top down and all the way
Engagement at the top
Employee engagement
Transparency
Reporting frameworks
Know your audience
Maintain focus on core product characteristics
Core consumer values
Applying core consumer values to sustainability strategies
Educate consumers
Using the Internet to educate
Educating consumers about eco-certification
Make it positive
Avoiding greenwashing
What is greenwashing?
What motivates companies to greenwash?
The “seven sins” of greenwashing
Why does it matter?
Weeding out greenwashing
How to avoid greenwashing?
The power of cause-related marketing and strategic partnerships
Strategic partnerships
Sustainability 2.0
Summary
Introduction
Who‟s using social media?
Social media encourages collaboration and engagement
The social media sustainability index
The social media toolkit
Websites
Blogs
Videos
Facebook
Crowdsourcing for sustainability initiatives
Online communities
Social Media Case Studies

4. Stonyfield
When things go awry – learning from Nestlé‟s mistake
Making the most of your social media toolkit
Product level strategies
Summary
Introduction
Organic
Case study: organic baby food
Fairtrade
Divine Chocolate
Go local
Retailers are capitalizing on the go local trend
Case study: Tyrrells
Responsible manufacturing practices
Case study: Kettle Foods
Sustainable harvesting practices
Sustainable by acquisition?
Sustainable Packaging
Summary
Introduction
Characteristics of sustainable packaging
Sustainable packaging strategies
Recycled Content
Close the loop
Source reduce
Reusable and refillable
Compostable
Explore new materials
Promotion is still critical
Stella Artois‟ sustainable packaging campaigns
Effective on-pack communications
Conclusions: key sustainability strategies
Key sustainability strategies
(Untitled sub-section)
Appendix
Glossary
Bibliography
LIST OF FIGURES
Figure: Principles of sustainable production
Figure: The evolution of sustainability
Figure: The triple bottom line
Figure: Sustainability and the value chain
Figure: Sustainability‟s sphere of influence

5. Figure: Key sustainability competencies
Figure: Industry reasons for addressing sustainability issues, % of respondents
Figure: Industry views on where sustainability matters, % of respondents
Figure: Responsive and strategic approaches to sustainability
Figure: The social media toolkit
Figure: Starbucks blog: engaging users with leader board and status updates
Figure: SunChips‟ successful public service announcement tackled the noisiness of its
compostable bag
Figure: Yeo Valley‟s popular 2010 ad
Figure: Tetley‟s recent Facebook campaign
Figure: Starbucks‟ successful Betacup challenge
Figure: Stonyfield‟s blog: reinforcing the brand‟s sustainability credentials
Figure: Stonyfield‟s popular Farm Cam brings customers closer to farm life
Figure: Meet Stonyfield John
Figure: Stonyfield‟s recent rap video – part of the I Love Organic campaign
Figure: The Organic Moment campaign
Figure: The many “faces” of Stonyfield
Figure: Greenpeace‟s successful campaign against Nestlé
Figure: Making the most of your social media toolkit
Figure: Major players in the growing organic baby food market
Figure: Upcycle with TerraCycle – Ella‟s Kitchen initiative
Figure: Starbucks‟ understands the importance of closing the loop
Figure: Examples of simple but effective source reduction strategies
Figure: Kenco‟s lighthearted approach its new refillable packaging proved effective
Figure: The world‟s first 100% compostable chip bag
Figure: Sustainable packaging will not sell itself – promotion is still critical
Figure: Simple but effective uses of on-pack communications
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