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Strategic engagement and the Courtauld Commitment
Mark Barthel Special Adviser, WRAP
Presentation outline
•Strategic engagement•How can retailers and brand-
owners help?
Strategic engagement
The Courtauld Commitment
Courtauld Commitment: Phase 1 - Retailers
The signatories commit to supporting WRAP in the achievement of its objectives, as follows:
•To design out packaging waste growth by 2008
•To deliver absolute reductions in packaging waste by 2010
•To identify ways to tackle the problem of food waste
Signatories represent over 90% of the UK grocery market
Courtauld Commitment: Phase 2 BrandsExpansion of Courtauld Commitment to include top UK selling brands and suppliers;
Influence the brand sector
Influence own brand
Influence consumers
Partnership working with retailers / WRAP
Focus on suppliers to household grocery sector
New brand signatories now in double figures…and more to come!
Retailers: Supermarket ‘Green Wars’ Strategic targets on:
– Reduction in waste and packaging
– Specifying recycled content / biodegradable packaging
– Recyclability / access to recycling facilities
– Sustainable materials
– Carbon foot-printing
How can retailers and brand-owners help?
How can retailers and their suppliers help? Raise awareness and provide information
– On-pack, POS, till receipt, leaflets \ cards, magazines, on-line– Promote and support planned buying & meals– Cooking (amounts) and storage instructions (e.g. use of freezer)– Clear labelling (dates; storage)– Recipe \ “leftover” suggestions
Provide and promote solutions– Meal ingredients & combinations– Appropriate portion sizes– Maximised shelf-life– “Functional” packaging (e.g. re-sealable, re-closable)– Cooking & storage “tools” (e.g. portion guides for rice, pasta; “active”
tuppaware) Provide incentives \ remove disincentives
– “Intelligent” offers– Benefits of longer shelf-life options (e.g. frozen v’s fresh vegetables)– Pricing v’s portion size and single v’s multi-packs
Supporting communications
Customer resources
• On-line list building and meal creation
• Meal / menu driven on-line shopping
• Meal suggestions / alternative menus delivered with on-line shop
• In-store shopping lists and navigation
• Meal creation and ingredient selection
The iFood terminal at Nordiska Kompaniet’s food hall lets customers hook up their iPod and download audio recipes. 70% of UK teenagers and 41% of adults own an MP3 player!The process is described in five simple steps: 1) Plug in 2) Download 3) Purchase 4) Listen and 5) Cook. After choosing from a wide range of recipes and downloading audio instructions to their iPod or other mp3 player, shoppers can purchase all necessary items from a colour-coded deli area.
Improving on-pack information
Clear storageinformation
Communicating food condition
• Developed by Cryolog (www.cryolog.com) a French company with strong scientific and industrial partners (e.g. Institut Pasteur)
• Two versions - (eO)® for consumers and TRACEO® for retailers• Colour change represents a pH change due to microbial
growth of food grade micro-organisms within the label gel itself
Helping customers in store
Portioning and pack flexibility
Pack functionality
OxygenScavengers
Anti-microbial
films
Improved pack seal and shelf life
‘Integrity Seal’ jaws fitted to bagging line
- 10% less material,
- less energy
- guaranteed hermetic seal
- improved shelf-life
- faster line speeds
- easier openability
- low capital expenditure
= good ROI
Use of optimised MAP
Helping customers at home
Helping consumers to store food at the correct temperature
Thank you
Mark BarthelSpecial Adviser, WRAPE: [email protected]: 07950 664501W: www.wrap.org.uk/retail