Sustainability has become a major buzzword in the produce industry thanks to a consumer desire to see more sustainably sourced products on the shelf. Not only is this driving suppliers to think outside the box when it comes to analyzing the various aspects of their business from production to the final product, it is also encouraging retailers to think about what their customers want to see when purchasing from their stores.
OPMA President Michelle Broom was joined by Eli Browne, Director of Sustainability at Sobeys, and Ken Lyons, Director of Sales and Marketing at Blue Mountain Fruit Company, to discuss their experiences with sustainability from a retailer and supplier perspective.
What are consumers looking for? According to Browne, top on the list is “trust.” Trust in the safety and quality of the products they’re purchasing and that the companies they are purchasing from are “good corporate citizens.”
How is trust earned?
- By listening to consumer needs
- Developing a plan
- Executing that plan
While trust is at the forefront, when it comes to distilling what consumers want in terms of sustainability, Browne noted the following as the “big three”:
- Reducing plastic waste
- Positively impacting climate change
- Sustainable products at an affordable cost
One of the ways that Sobeys has both strengthened public trust and addressed the “big three” is through their elimination of plastic bags. They heard their customers’ concerns and acted on them by making the commitment, coming up with a plan and acting on it.
When it comes to procuring sustainable products, Browne noted that while consumers “create the market for change,” suppliers enable that change to happen.
Ken Lyons offered his perspective as a supplier on the journey his organization took towards sustainability. He distilled his company’s learnings into six main points:
- Identify what your consumer’s concerns are — is it packaging, food waste, pesticide use, etc.?
- Identify quantifiable metrics
- Ensure buy-in from senior management
- Empower everyone in the various departments of the organization to seek out solutions
- Ensure the right balance of technology improvements and cost-efficiency. Any improvements that you make need to be implementable without causing rapid inflation on the product. As Browne noted, while consumers are looking for sustainable products, they still want them to be affordable.
- Work on developing a story and marketing plan that will resonate with both retailers and your consumers. At the forefront of Lyons’ plan was a comprehensive social media strategy to reach consumers where they are. Packaging that stays true to the core values of sustainability in terms of look, feel and wording also played a role in getting the message out.
Both Browne and Lyons agreed that the move towards sustainability is a “journey” that never ends. In order to be successful, both buyers and suppliers need to be consistently innovative with their approach. It also requires that both parties engage in dialogue with their end consumer. After all, there is no point in putting money and energy towards the creation of a new innovation without first knowing if this is something that the consumer wants and is willing to pay for in the first place.
For more information and resources to help you get started on and continue your journey, see the links below:
- United Nations Sustainable Development Goals
- Pan-Canadian Framework on Clean Growth and Climate Change
- Canada’s National Zero Waste Council and Provision Coalition
- Sustainability Reporting
- Canada Plastics Pact
- Made-in-Ontario Environment Plan
- CPMA Sustainable Packaging
- Value Chain Management International Waste Efficiency Tool
- Sobeys Corporate Responsibility page
Listen to the full conversation here: