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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