Food integrity and purity

Consumers are looking for honesty and integrity not only in the products they buy but also from the producers or places where they buy them, including evidence of environmental and social responsibility further down the supply chain. The use and understanding of terms such as carbon footprint, sustainable sourcing and food miles are becoming more commonplace and are influencing people’s concern for employee welfare, animal welfare and the environmental impacts from packaging and transport.

Media attention on food has had a notable impact on consumer behaviour, with consumers either permanently changing their eating habits or avoiding the food in question for a period of time.

In contrast, Fairtrade and organic products, which have gained consumer trust, have experienced strong growth in the last two years and these products which were once considered niche are becoming more mainstream. There is also a rise in products with other assurances such as Freedom Foods, a UK farm assurance scheme dedicated to improving farm animal welfare, and the quality marque Label Rouge in France, which ensures high standards of production in the food chain.

Demand for local supply

There are many reasons why people are favouring local products and ingredients, such as, support of the local economy, a perceived reduction in food miles, and a belief that local is best owing to freshness and greater trust. The rise in the UK of the popularity of farmers’ markets, where people can talk to the supplier first hand, is testament to this. In supermarkets it is becoming more common for names (and sometimes even pictures) of farmers and growers and their regional provenance to appear on products. Supermarkets now stock regional products, often arranging deliveries directly from the producers
into local stores.

Corporate integrity

Corporate responsibility agendas are coming under more scrutiny and businesses are responding with high profile campaigns to demonstrate their ethical and environmental commitments and open engagement. In the UK and France, in particular, grocery retailers are using their responsibility credentials as a way to enhance their brands and differentiate themselves from the competition. Public awareness of sustainably sourced materials (such as fish and timber), overseas working conditions and environmental impacts has never been higher. It is not uncommon to see environmental ratings on cars, refrigerators and, now, food packaging – for example, an analysis of the different materials used, their recycleability and information indicating if the food ingredients have been air-freighted.

What does this mean for Bakkavör?

Corporate responsibility affects us in several ways. First and foremost, we must ensure that our ‘own house’ is in order. It is also becoming our responsibility to ensure that our suppliers have strong corporate responsibility credentials. Furthermore, we must ensure that we work with our customers in order for them to attain their strategic goals in this area. Recent initiatives include new products in our organic soups and salads ranges and a new range of seasonal vegetables. In addition, we have also worked to reduce the amount of packaging we use and initiated the use of new environmentally-friendly packaging materials. For example, we now have a range of convenience salads packed in 100% recycled material.