Dispatches from IBA 2012

Sustainability disconnect: The challenge of quantifying green bakery efforts

By Kacey Culliney from Munich

- Last updated on GMT

Related tags: Consumer, Marketing

How to translate sustainable efforts into consumer terms?
How to translate sustainable efforts into consumer terms?
Sustainability is nothing new for the bakery industry; the challenge is quantifying efforts and translating these to consumers in a comprehensive way, says AB Mauri.

BakeryandSnacks.com spoke to two AB Mauri marketing directors - Andrew Adam and Paula LaBine – about how green industry efforts fit into the wider consumer sustainability puzzle.

Adam said “sustainability is common sense”​ and “nothing new”​ but suggested there is a clear problem in industry being able to quantify greener actions and translate that to consumers.

LaBine agreed that there is a “disconnect”​ with consumers but also pointed out that it remains unclear as to whether consumers are interested in green efforts in ingredient formulation and processing.

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