Showcase Your Sustainability Commitment To Customers

KEY INSIGHTS

• Let your customers know what steps you’ve taken to improve sustainability both in your food ordering and the operational side of the business
• ·You could make sustainability a key component of your brand identity
• Environmentally friendly, repurposable green pizza boxes are now available and exemplify a sustainability commitment
• Communicate your green credentials on promotional material, emphasising the positive impact of your initiatives, and at the same time don’t be afraid to acknowledge your limitations – sustainability is an ongoing process

With market research showing that more and more consumers prefer to spend their money with food businesses which are committed to sustainability, it makes sound business sense to showcase your sustainability commitment to customers.

“Green marketing” means getting your sustainability message out there – ideally you want customers to know what steps you’ve taken to improve sustainability both in your food ordering and the operational side of the business. Here are some suggestions as to how you can make that happen:

1. MAKE SUSTAINABILITY A KEY COMPONENT OF YOUR BRANDING AND BUSINESS IDENTITY

An example of this is national US chain Pizza Fusion which utilises the motto “Saving the earth one pizza at a time”. Sustainability has been built into each aspect of its brand identity, from ensuring all its ingredients are natural and 75 per cent are organic, to its use of Energy Star certified appliances and food containers made from 100 per cent biodegradable materials such as corn starch and potato flour.

2. SWITCH TO ENVIRONMENTALLY FRIENDLY PIZZA BOXES

Greenbox is a patented pizza box design originated in New York and now available in Australia. Made from recycled cardboard, it’s clearly marked as an environmentally friendly option so whenever customers see it they’ll recognise your commitment to sustainability. The Greenbox is even designed for repurposing – the top can be torn off to create four cardboard plates while the bottom morphs into a wedge-shaped container for storing leftovers. Visit www.greenboxau.com for more details.

3. COMMUNICATE YOUR GREEN CREDENTIALS ON ALL PROMOTIONAL MATERIAL

Make sure you highlight your commitment to sustainability on your menu, website, advertising and social media feeds. You can even build your own publicity campaign by reaching out to local media such as local newspapers/newsites, bloggers and radio/TV programs that cover food. Or sponsor a fundraising event, local charity or fete and utilise the opportunity to communicate the difference a sustainable approach can make to our future.

4. EMPHASISE THE POSITIVE IMPACT OF YOUR SUSTAINABILITY COMMITMENT

Don’t simply assume that your customers understand why food sustainability is important – let them know the measurable results you’ve achieved with your initiatives (eg waste reduction in your business, less plastics going into landfill, etc). The real-life impact achieved by your sustainability commitment is more likely to turn consumers’ heads than vague feel-good messages.

5. DON’T BE AFRAID TO ACKNOWLEDGE YOUR LIMITATIONS

Remember that the journey of a million miles begins with one step, and each step on the sustainability journey is a step in the right direction. Don’t be afraid to acknowledge that you can’t solve all issues overnight – for example, you might not be able to make your packaging 100 per cent recyclable, but you can still let your customers know that’s your aim, and that you’re exploring all avenues to try to make it happen. Many consumers understand that improving your green credentials is an ongong process.

YOU MAY ALSO LIKE