Workshop for F&B Senior Marketeers
BRANDING & SUSTAINABILITY - How to integrate sustainability into your brand with real substance
We were joined by senior marketeers from leading food and beverage brands across Europe to discuss the opportunities and challenges of integrating sustainability into their businesses and brand. Attendees included Barilla, Bacardi, Barry Callebaut, Heineken, Mondelez, Ornua, Pernod Ricard, Savencia, Thomas-Henry, Carlsberg, Kraft Heinz and Just Eat/Takeaway.com.
Speakers from leading organisations also shared their knowledge, stories and insights;
- Dr Sally Uren, Chief Executive at Forum for the Future, a leading international NGO working with business, government & civil society to solve complex sustainability challenges.
- Bram Meijer, Regional Marketing Director EMEA at Beyond Meat, disruptors of the world's largest food category with the vision of being a global protein company that can serve consumers' growing demand for delicious, nutritious and sustainable protein.
- Lindsay Boswell, CEO at FareShare, the UK's largest food redistribution charity, fighting hunger and food waste.
In networking breakout rooms, we unlocked the opportunities sustainability presents for marketeers around the following topics;
Sustainability and the innovation opportunity - How can you start to think about using sustainability as a platform for innovation that will drive value for your business, consumers and the world? We will discuss the needs for brands to start innovating at scale, getting ahead of regulation, delighting consumers and changing whole categories.
Integrating sustainability expertise into brand planning - How can you build new relationships and work more effectively with your colleagues across the business to realise the opportunity that sustainability can present for brands? We will work with the group to help understand the new connections they need to make in their businesses and the best way to bring brand marketing and sustainability experts together.
Avoiding purpose wash - How can you work to ensure that you are delivering sustainability with real substance through your brand? We will explore what, how and why you would use sustainability as an ingredient for effective brand communications - how to get it right and what happens when it goes wrong.