Conscious Consumerism Wave Calls for Sustainable Sourcing
Sustainable sourcing is the act of looking for ingredients that are sustainably farmed. That means these ingredients, whether agricultural produce or meat, are farmed with more than economic considerations in mind. Sustainable farmers take into account the environmental and social impact of their farming activities.
Indiscriminate farming methods may produce more crops over the short-term but create long-term repercussions like soil damage, or they may burn entire forests to clear land or create fertile soil for the next season’s harvest, causing long-term damage to the environment around them. Because sustainable sourcing prioritizes environmental and social concerns above economic ones, companies that commit to purchasing sustainably sourced ingredients ensure that they buy their produce and meat from people and places that practice environmental awareness.
Demand for more transparency around food origins combined with the unprecedented investment in food tech, e-commerce and delivery is creating new opportunities in the ability to trace the path of food from where it is produced to the end consumer, also known as the ‘farm to fork journey’. This will have long-term disruptive implications for food supply chains and consumers’ path to purchase.
Consumers choosing sustainably produced brands are buying into the ethical or environmental purposes espoused by that product. Claims like organic, fair trade, free range, charitable support or locally sourced all refer to specific elements of a product’s origins.
According to Innova Market analysts, one-third of consumers worldwide expect companies in the industry to commit to sustainability, while 20% are also willing to spend more money on such products. In the Innova Lifestyle & Attitudes Survey 2020, respondents indicated that COVID-19 has increased their focus on sustainability, for example, by buying regional products, recycling/upcycling and avoiding food waste. A study commissioned by The Nature Conservancy found a shift among consumers and businesses from wanting food that does not harm to actively seeking out products that do good.
Responsible Sourcing
The Barry Callebaut Group announced that its North American ‘Better For You’ portfolio is transitioning to supporting sustainably sourced cocoa and vanilla.
The Barry Callebaut Brand’s ‘Better For You’ portfolio includes sugar solutions (sugar-free, reduced sugar, no sugar added), high-protein, dairy-free, and organic solutions. The portfolio has seen high growth and innovation in recent years. This trend is expected to continue, and the company’s announcement provides Barry Callebaut’s North American customers with high-quality sustainable products and supports the industry-wide sustainability ambition.
All ‘Better For You’ products will be moving to COCOA HORIZONS verified through the Cocoa Horizons Foundation. Sustainable COCOA HORIZONS cocoa and chocolate products are sold by Barry Callebaut with a premium which is used to help improve the livelihoods of cocoa farmers and their communities. These premiums go to the Cocoa Horizons Foundation to fund cocoa sustainability activities such as farmer coaching and support, cocoa and non-cocoa seedling distribution, and community development in a transparent and externally verified process. The Cocoa Horizons Foundation serves as a platform for chocolate companies and other contributors to invest in sustainable cocoa. It relies on expert partners like Barry Callebaut to implement the sustainability activities.
Additionally, the ‘Better For You’ products will be supporting sustainable vanilla production through a partnership with vanilla supplier Prova to implement the Sustainable Vanilla Charter.
“Barry Callebaut looks at the ‘Better For You’ segment through an end consumer lens,” said Laura Bergan, Director Barry Callebaut Brand. “Our innovation and portfolio are driven by consumer lifestyles and a result of closely monitoring market trends. Our sustainable portfolio goes beyond health benefits including the quality of the ingredients and the impact on the planet and farmers’ livelihood, which plays an important role for consumers. Being fully cocoa and vanilla sustainable adds to the value proposition of our products, which our customers can leverage in their product development and story-telling.”
You can read the rest of this article in the Summer issue of Asia Pacific Baker & Biscuit magazine, which you can access by clicking here.