Produce operators consider consumer interest in social responsibility issues
In the farm-to-fork supply chain, produce operators think consumers have the highest interest in social responsibility efforts of anyone.
The Packer surveyed industry professionals about issues relating to social responsibility, collecting 41 responses.
When asked “Who, along the supply chain, do you think social responsibility efforts matter the most to?” respondents answered:
- Growers: 29%;
- Consumers: 49%;
- Retailers: 12%;
- Marketers: 5%; and
- Wholesaler: 5%.
The Packer also asked respondents how they thought produce operators should inform consumers of their social responsibility efforts. Allowed to select multiple answers, they replied:
- Advertising on packaging: 87%;
- Social media; 95%;
- Trade press; 68%; and
- Through their retail customers: 89%.
Operators embraced a variety of channels.
Summing up the sentiment, one respondent said: “All forms of communication. And in as many creative ways as possible.”
“Any way to reach the end user consumer,” a second marketer said.
Another said no communication is necessary. “Anonymous charity is the highest order.”
Sharing knowledge should be the central approach, one respondent said.
Another produce marketer said companies should provide reports on their environmental, social and corporate governance efforts on their websites for consumers and other interested parties.
Beyond websites, participation in conferences and seminars also are methods to communicate about sustainability.
Certification logos on packages should be considered, another respondent said.
And employees have an important role to play, one produce operator said.
“Allow space for employees on these channels to tell consumers why these programs matter, directly.”
Another respondent said produce operators need to understand where and how their consumers are already getting information, and leverage those channels.
“There is no one-size-fits-all approach to marketing your product, or your social responsibility program.”
Another operator said a multi-dimensional communications program is required.
“Not advertising, but messaging with purpose that shows evidence of action.”
Truth in communication is a must, one marketer said.
“The important thing is that it’s source-specific, i.e. they can’t include it on packaging if 100% of the suppliers aren’t participating in the program.”
Editor’s note:
The Packer is publishing a sustainability and social responsibility-focused special report in its March 8 edition. In addition, The Packer and Equitable Food Initiative have partnered on a new content series called People First: A Spotlight on Social Responsibility.
Launching Feb. 22 and continuing through March 16, the spotlight will feature a four-part webinar series from EFI that will showcase industry leaders discussing topics including recruitment, worker voice, social compliance and the Ethical Charter for Responsible Labor Practices.
