Sustainability transparency key to trust, panel says
Getting started with sustainability initiatives and consumer education is the first step toward building consumer trust about the process.
That was one conclusion at a Sept. 25 session at The Packer’s Sustainable Produce Summit looking at consumer trusts about industry efforts around sustainability.
Ashley Nickle, editor of PMG and retail editor of The Packer, moderated a panel that included Lori Taylor, founder and CEO of The Produce Moms, Kevin Byers, senior produce merchandiser for PCC Community Markets, Brent Kawamura, senior sustainability specialist for PCC and Scott Caine, senior vice president and chief operating officer of Aimpoint Research.
Caine presented results from The Packer’s consumer research on sustainability, supported by Apeel Sciences and Emerald Packaging.
A survey of more than 600 consumers indicated about nine out of 10 are pursuing a sustainable lifestyle, Caine said, and about one in three support sustainability through support of an association or environmental group. Consumers who are more deeply engaged with sustainability issues visit retailer or brand websites to research their sustainability commitments, Caine said.
Some consumers say they don’t know enough to say if they can trust the food industry, and Caine said that lack of knowledge presents an opportunity to be transparent about sustainability efforts.
“There is a large opportunity for us to build trust across the board, and in many cases, that trust comes from transparency.”
Taylor said consumers would probably appreciate a definition or standard when it comes to sustainability, although she noted the fresh produce industry is communicating about sustainability through innovative packaging efforts and other initiatives.
“There is still a misunderstanding of what the definition even is, what it means,” she said. “Does it simply mean environmental stewardship? Does it mean getting away from plastics? What does it mean in terms of agricultural practices?”
Taylor said that she would love to see a universal sustainability standard, in the same way that the U.S. Department of Agriculture certification for organics has helped the industry define and explain organics in a way that consumers understand and rally around it.
Kawamura said PCC shoppers are engaged and involved with social environmental responsibility and sustainability initiatives, particularly relating to sustainable packaging and climate change. Consumers care about how they can reduce their carbon footprint by the products they buy.
Trying to understand all elements of sustainability can be a daunting task, Byers said, but the topic of packaging resonates with consumers.
“There has been a lot of talk about (reducing) single-use plastics, and I think we have a groundswell there,” he said.
When packaging changes, such as from plastic to compostable materials, Kawamura said consumers have to be educated on how to dispose or recycle the material.
Byers said he encourages suppliers to try more sustainable packaging options.
“If you want to go into a cardboard clamshell instead of a plastic, or you want to go into a paper tote bag instead of a plastic bag, I will guarantee you I’m going to buy it,” he said.
Not every package works, however, so there will always be back and forth on what can be done to improve new package options, he said.
Kawamura said sustainability is an evolving concept, but it is important for produce operators to get started.
“Get it going. You can always it improve it along the way.”
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