Posts tagged ‘food and beverage’

Fast Company Interviews Chipotle’s CMO at Good And Green

Fast Company editor Bob Safian will lead a one-on-one discussion with Mark Crumpacker, Chief Marketing Officer of Chipotle about the chain’s sustainability and marketing campaigns at the 4th Good And Green® – The Green Marketing Conference. This year’s conference, presented by The Daily Green and Good Housekeeping, will be held May 11 & 12 in the Hearst Tower, 300 West 57th Street, New York, NY.

In his session, “The Model of Chipotle: The Delicate Balance of Business and Sustainability”, Safian will explore the chain’s unique approach to sustainability, the marketing campaigns surrounding those efforts, and share innovative and inspiring ideas to help the marketing executives who attend grow their own business and brands. Chipotle is a leader in sustainability,-from their Food With Integrity campaign, where they purchase local, organic ingredients, to their green building practices and successful business model.

“The Fast Company/Chipotle session complements this year’s conference theme of helping companies translate authentic and sustainable initiatives into green marketing brand presence and profit,” according to Nan McCann, Good And Green® producer. “In the spirit of ‘a rising tide lifts all ships’, presentations like this from category leaders like Chipotle show other marketers how to be authentic and avoid any hint of ‘greenwashing’.”

“Survey after survey continues to reveal there is a trend toward conscientious consumerism. That today’s consumers prefer green and sustainable products from responsible companies who have led the green evolution.” McCann added, “Green and Good go hand-in-hand. In fact, the majority of consumers say they’re willing to pay a premium for products and services offered by those companies.”

“Other highlights this year include cutting-edge research from GfK’s Green Gauge Global Report, case studies from Benjamin Moore, Avon and SCA Tissue, a how-to session on authentic marketing by The SOAP Group, and a keynote detailing the story and the criteria behind the development of the new Green Good Housekeeping Seal. On the fun side,” McCann added, “we’ll be conducting personal tours of the renowned Good Housekeeping Research Institute on the 29th floor of the Hearst Tower… the views are fabulous, the information will be even better.”

Presenting Sponsors Good Housekeeping and The Daily Green will be joined by Associate Sponsors: SCA’s Tissue Division in North America, GfK Roper Consulting, Brown And Wilmanns Environmental, Benjamin Moore & Co.; Showcase Sponsors: Nestle Waters, The SOAP Group, Big Green Purse, Pentel, Passchal, Carolina Pad, ecorazzi.com, Parducci, SheSpeaks, PlanetEarthPromotions.com; Media Sponsor: Fast Company and Video Content Resource: Snippies.

For conference schedule and information: www.goodandgreen.biz or contact registration chair Angela Aiello, 860.724.2649 x14. Good And Green® is produced by PME® Enterprises LLC, 216 Main Street, Hartford, CT 06106.

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April 20, 2011 at 9:04 am

SunChips Sustainability Challenge

As noted during numerous Good And Green® presentations, sustainable packaging is an important part of a brand’s green initiatives.  But what happens when your eco-friendly packaging strategies interfere with the way consumers engage with your brand?  Ask SunChips.

After introducing the world to its biodegradable bags back in April 2009, Frito-Lay, a unit of PepsiCo Inc., recently announced that it will discontinue using the more eco-friendly packaging on most of its SunChips brand snacks in the U.S.  Why?  While consumers appreciated the biodegradable feature, there was an onslaught of complaints that the new bag was too loud.  “We need to listen to our consumers,” said Frito-Lay spokeswoman Aurora Gonzalez during an interview with the Associated Press.  “We clearly heard their feedback.”  Company executives have stated they are taking “steps to improve their 100% compostable bag in order to address” consumer concerns and will be introducing “the next generation compostable bag” soon.

But Frito Lay Canada is taking a different approach to the ‘noise debate’ by launching an awareness campaign to address the recent discussions, stating, “Our bag is loud, our bag is different, our bag is good for the environment, and our bag will remain on store shelves.”  The campaign invites consumers to go out and test the noise level for themselves and visit the brand’s Facebook page (www.facebook.com/sunchipscanada) to post comments and feedback.  For those who still find the bag too loud for snacking, Frito Lay Canada will send them a free pair of earplugs.  “We are continually looking for ways to improve the bag in order to reduce noise while at the same time keeping the environmental benefits, and we expect to have news to share on that soon. In the short term we feel the current bag offers a big reduction in waste for a little amount of noise,” says Helmi Ansari, sustainability leader, Frito Lay Canada. “We always welcome the feedback of Canadians, but also want to encourage them to accept the greater purpose of the bag, noise and all.”

It will be interesting to see which strategy wins with consumers.  At the moment, the SunChips Canada Facebook page appears to be filled with “pro noise” comments including “This is one step on a road of perhaps thousands.  However, getting rid of the bag and ignoring the impact…would be taking a step back.”

From a marketing perspective, what are your thoughts?

 

 

November 10, 2010 at 8:14 am

Annie’s Gets Kids Digging and Planting

Annie’s, maker of all-natural and organic foods, has one goal:  one million kids digging and planting new veggies now through harvest 2011.  To help reach this goal, Annie’s is partnering with the National Farm to School Network, a nationally recognized organization that connects more than 10,000 schools across America with local farms to provide healthy food in cafeterias, nutrition education in classrooms and hands-on learning through school gardens.  Parents, teachers and kids are invited to take the pledge at Root4Kids.com promising to complete at least one activity such as learning about, eating and planting new veggies, or working to get more fresh foods into schools.  Annie’s will award the school with the most Root 4 Kids pledges by December 31, 2010 with their choice of a garden, a new Farm to School program or gardening supplies for one year.  In addition, for every 1,000 Root 4 Kids pledges Annie’s receives, it will contribute funds toward a garden or Farm to School program in an underprivileged school.   “Root 4 Kids is all about helping kids learn about and access more real food,” said Sarah Bird, SVP of Marketing for Annie’s.  “By awarding a winning school with a garden or Farm to School program, we’re directly connecting kids with fresh vegetables, and providing them education on where food comes from. We want to extend this benefit to as many communities as possible, so we’re proud to be able to help fund gardens and Farm to School programs in underprivileged areas as well.”

For more innovative ideas on how today’s top companies are getting more consumers to engage with their brands to better our environment be sure to attend the 4th Annual Good And Green®-The Green Marketing Conference, May 11 & 12, 2011, at the Hearst Tower, New York City.

September 28, 2010 at 10:38 pm

Subway® Highlights Green Initiatives with Innovative Fashion Show

Dress made of Subway packagingSubway®, a brand that was part of the 2007 M2Moms® panel on childhood obesity, brought attention to its ongoing efforts to make the company and its restaurant operations more environmentally friendly with the “Project Subway®” fashion show.  The show, which was part of the chain’s recent franchise convention in Chicago, included designs created with recycled packaging used in Subway restaurants.  One model wore a bodice created from a Subway® Lunch Box package, with floral detail made from a Subway Cookie Bag.  Half of each Cookie Bag is made from recycled materials while the Lunch Box is made with 10 percent recycled material and SFI (Sustainable Forestry Initiative) fibers.  Commenting on the fashions on display, Elizabeth Stewart, marketing director, who oversees the Subway chain’s sustainability efforts, said “Subway continues to show that you can EAT FRESH, be sustainable and look great!”

Some of the chain’s environmentally friendly efforts include the opening of eight certified eco-stores, with several more in various stages of development, that are designed with an emphasis on energy efficiency and water conservation. Since 2006, all new and remodeled restaurants have used low flow faucets, saving more than 78 million gallons of water annually.

See how more brands are highlighting their environmental efforts in innovative ways during the 4th Annual Good And Green®-The Green Marketing Conference.

September 14, 2010 at 2:23 pm 2 comments

Whole Foods Launches Sustainability-Rating Program for Wild-Caught Seafood

Empowering consumers to make sustainable choices has been a theme throughout our Good And Green® events with brands from Clorox to Enterprise taking the stage to share insights into how they are making it more convenient for customers to make good green selections.  Now Whole Foods is joining them with the launch of its first in-store color-coded sustainability-rating program for wild-caught seafood.   Through partnerships with Blue Ocean Institute and Monterey Bay Aquarium, Whole Foods Market is the first national grocer to provide a comprehensive sustainability rating system for wild-caught seafood.  The rating program includes:

  • Green or “best choice” ratings indicate that a species is relatively abundant and caught in environmentally-friendly ways;
  • Yellow or “good alternative” means some concerns exist with the species’ status or catch methods;
  • Red or “avoid” means that for now, the species is suffering from overfishing, or that current fishing methods harm other marine life or habitats.

The chain commits to phasing out all red-rated species by Earth Day 2013.

The color-coded ratings offer shoppers transparent information about the sustainability status of wild-caught seafood. Anyone can go online and review complete species and fishery evaluations.  The new program expands upon the partnership that Whole Foods Market has had with the Marine Stewardship Council (MSC) since 1999, and the new ratings apply only to non-MSC-certified fish. The MSC is the world’s leading certification body for sustainable wild-caught seafood, and its blue ecolabel identifies wild-caught seafood products that are MSC-certified.

September 14, 2010 at 2:21 pm


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