Stemilt Growers is enthused about its EZ Band sustainable package for bulk organic apples, said Brianna Shales, director of marketing for the Wenatchee, Wash.-based marketer.
“EZ Band gives retailers another option for selling large-size organic apples in a package environmentally conscious consumers will appreciate,” she said. “EZ Band features a paperboard tray and tension band that tightly holds together four organic apples. Once consumers bring it home, it can then be broken down and recycled in at-home containers. This is not only a benefit to the organic shopper who cares for the environment, but for the retailer as well because it helps them ensure organic dollars with a scannable UPC.”
Shales said measuring sustainability can be complicated, noting for instance that plastic is not the most environmentally friendly material, but it usually creates less greenhouse gas in production than recyclable options.
“You really have to look at the entire stream or circle of the initiative to understand its environmental impact,” she said.
Another sustainability initiative at Stemilt Growers, with the Equitable Food Initiative, pertains to the health and well-being of its employees and farmworkers, she said.
“EFI is a third-party initiative that helps growers like us increase transparency and assurance around farm working conditions, food safety and addressing industry challenges,” Shales said. “The great thing about EFI is it is always ongoing. We are constantly looking for ways to improve to create a culture and environment that people can grow and thrive in. We spend approximately 8,000 hours a year toward continuous improvement and have nine leaderships fully trained on EFI’s standards to expand across the business.”
Sustainability and social responsibility have been at Stemilt’s core since 1989 when Tom Mathison made it a priority, Shales said.
“To be stewards of the planet and people is something ingrained in Stemilt as we continue to grow World Famous Fruit,” she said. “Our efforts with EFI and making small improvements one day at a time is how we can make our business sustainable for future generations to come.”
Social media plays a huge role in sharing its message of sustainability, Shales said.
“For example, we celebrate Farmworker Awareness Week at Stemilt in March, and the best way for us to spread awareness to consumers and others in the produce industry is through channels like Instagram, Facebook and LinkedIn,” she said. “We’ve noticed in years before that people resonate with real-life stories that inspire change. Having a strong, consistent message, like appreciating the farmworkers who harvest the foods that end up on our kitchen table, can really grab the attention of consumers and encourage engagement.”
Depending on the audience, social media platforms can serve their distinctive audiences.
“Our audience [on LinkedIn] is likely knowledgeable of the holiday but wants to see more of what others in the industry are doing to make a difference,” Shales said. “For consumers on Instagram, it’s all about spreading awareness and educating them about their food and where it comes from. Being tactical with your messaging and knowing the audience you’re speaking to is a great way to get your story across.”
In contrast to social media efforts, the majority of Stemilt’s communication to retailers happens through the marketer’s direct relationships with retailers, press or informational posts on LinkedIn.
“Five years ago, email newsletters were our main route for sharing information or news about Stemilt’s advancements in sustainability with retailers,” Shales said. “Now, it seems the majority of people are on social media looking for their information there, so we’re meeting them where they are.”
One aspect of sustainability that is often overlooked is taking care of human and natural resources, she said.
“Our founder, Thomas Mathison, used to say, ‘We’re only caretakers of the land for a short amount of time, so we must work to leave it as good as we can, or better if we can,’” Shales said. “Something his son, Kyle Mathison, has done is make his own special compost recipe using natural materials contributed to by the Wenatchee, Wash., community. This may seem like one small thing, but it can make a real difference in the big picture of caring for the land we grow on.
“This also goes for the people who tend to the land and pick fruit from it,” she continued. “In 2015, we opened the Stemilt Family Clinic for employees and their families where services and prescriptions are free and require no co-pay and no out-of-pocket expenses or insurance plan. It’s been largely impactful in putting employee health, safety and well-being first so they can continue to lead a healthy life at work and at home.”
