Understanding Business Solutions to Reach Sustainable Consumers and Food Loss Targets

WasteExpo is on the horizon and a large focus of the show centers around food waste and recovery as we all navigate through the industry for effective ways to keep those organics out of landfills. The show will serve as a central hub for a week in Las Vegas for professionals to share insights on food recovery.

Eva Goulbourne, founder of Littlefoot Ventures, will moderate a panel featuring several food and retail executives. She will be joined by Suzanne Landry, global president of sustainability at Compass Group; Harry Tannenbarum, co-founder of Mill; and Leslie Sarasin, CEO of Food Marketing Institute.

The session, titled "The Critical Importance of Strategic Communications to Drive Consumer Demand and Internal Alignment to Meet Your Food Loss and Waste Targets", will take place during the Food Recovery Forum.

Goulbourne says that attendees will learn effective strategies for marketing paired with an emphasis on internal alignment to expand a sustainable consumer base. Also, audience members will learn how to amplify environmental impact, foster profitability, and incorporate upcycled products.

Attendees will walk away with an “understanding [of] the profile and preferences of the growing sustainable consumer demographic, enabling companies to tailor their marketing and communications strategies effectively.”

She added that attendees will gain knowledge “insight into leveraging public commitment platforms to share sustainability and food loss goals, ensuring meaningful change within a company.”

One of the key reasons why WasteExpo attendees should go to Goulbourne’s panel is to learn how to align internal initiatives, such as business, marketing communications, CSR, and resonate positively with consumers. She adds that it’s important to have internal alignment since sustainability communication relies heavily on a united internal front.

“When an organization aligns culturally and embodies sustainability values, it can convey authentic messages to consumers. In today's consumer landscape, authenticity is vital, as consumers seek transparency and evidence of sustainable practices,” said Goulbourne.

“Businesses should not only talk about sustainability but also actively practice it, involving every part of their organization in this journey. By doing so, they can build trust, engage consumers, and make meaningful contributions to a more sustainable future.”

Pairing information from establishing a strong internal alignment will lean itself to expanding a sustainable consumer base. This refers to increasing the number of consumers who actively seek out and prefer products and services that are environmentally and socially responsible. These consumers seek out products with lower environmental impact, are ethically sourced, and support social causes. As this type of consumer base grows, so does the need for sustainable products.

“For businesses, expanding the sustainable consumer base means attracting and retaining these consumers by offering products and services that align with their values. This can involve various strategies, such as transparently communicating sustainability efforts, offering eco-friendly products, and engaging in ethical business practices,” said Goulbourne.

Goulbourne says that businesses looking to attract these customers should look to upcycled products, as they are a “significant opportunity in the wasted food space” and are effective because they promote waste reduction, present economic value and innovation, provide environmental benefits, and meet sustainable consumer demand.

The panel will offer attendees a wealth of knowledge. The panelists will break down key areas and questions igniting consumer demand for food waste, leading to an understanding of a sustainable customer’s preferences.

WasteExpo is taking place at the Las Vegas Convention Center from May 6 to May 9, 2024.