Upcycled Food Marketing Toolkit

MARKETING TOOLKIT: UPCYCLED CERTIFIED™

CONGRATULATIONS!

Welcome to the world of Upcycled Certified™ and thank you for making the sustainable choice to fight food waste! Upcycled foods and products have emerged as one of the most impactful and effective ways in which the food industry can help save the environment from climate change. As an innovative leader working to eliminate food waste by upcycling it and creating high-quality, nutritionrich products you are at the forefront of this important new, and trending, industry.

TOOLKIT GUIDE

This is a comprehensive toolkit and guide to explain the benefits of the Upcycled Certified mark, what it means for the economy, climate, retailers and consumers, and how your commitments are making a difference.

From messaging templates to social media graphics and stock images to press and retailer tips; all of these resources can help you promote your partnership with the Upcycled Food Association and Upcycled Certified.

Upcycled Food Association (UFA) is a nonprofit focused on preventing food waste by accelerating the upcycled economy.

UFA is leveraging market forces to prevent food waste by coordinating hundreds of companies around the world and empowering millions of consumers to prevent climate change with the products they buy.

UPCYCLED FOOD ASSOCIATION TIMELINE

BEST PRACTICES

Before we dive into specific examples and assets let's review best practices that should always be top of mind when communicating the impact of your Upcycled Certified™ product or ingredient.

upcycled food

“Upcycled foods use ingredients that otherwise would not have gone to human consumption, are procured and produced using verifiable supply chains, and have a positive impact on the environment.”

Defined by a team of experts from Harvard Law School, Drexel University, World Wildlife Fund, Natural Resources Defense Council, ReFED, and others

BEST PRACTICES

AUTHENTICITY

When crafting copy for the brand, it’s important to be professional and authentic while balancing it with a relatable, clear, and uplifting language. Past public or media perceptions of upcycled food have heavily leaned towards a “trash” narrative which UFA is working hard to overcome. To counter and redefine consumer perception we must always use and share images that present clean and beautiful ingredients, vibrant color palettes, and delicious looking examples of products and ingredients. Upcycled products must always feel safe to consume or use, and be desirable and exciting.

TRANSPARENCY

Show transparency in your sourcing, and consider giving an inside look behind the scenes if educational and interesting to consumers.

EDUCATE

Educate your consumers on upcycling and what it means for the industry and also your business. Tout the amazing benefits of upcycling while not being misleading, confusing, or preachy. Upcycling should be perceived as fun and exciting, not homework. Consider including a link or reference to the brand website for consumers to access more information about upcycling: “Learn more at upcycledfood.org”.

VALUE

Show the value add. Example: if you have wilting kale, you can make kale chips from it, sell it as value-added and tell how it prevented food waste, compared to selling wilting kale fresh as a distressed item at a value price.

SOCIAL MEDIA

When tagging and posting about the Upcycled Food Association and the Upcycled Certified™ program please use the following usernames and hashtags. Be sure to reference the Upcycled Certified™ brand guidelines document for further instruction. Please tag Upcycled Food Association in the assets you share on your social media platforms.

Guidelines below for logo placement on customized/branded digital assets.

PREFERRED (BOTTOM RIGHT)

SECONDARY (TOP RIGHT)

SECONDARY (MIDDLE)

*Please reference "Resources" and the Upcycled Certified™ brand guidelines for the full approval process regarding custom content and the Upcycled Certified™ mark. The mark itself should not be shared with anyone outside of your company.

DOS AND DON'TS

YES!

Sourcing behind the scenes

Ingredients

Farms

By-product (okara, spent grain, vegetable pulp, etc)

Non-moldy food scraps

Misshapen or imperfect produce

Composting

Non-dumpster food surplus

Recipes using otherwise wasted food

People shopping sustainably

Acesss ready to use stock photos here.

DOS AND DON'TS

Moldy food

Inside dumpsters or trash cans

Smashed/wasted food

Bugs in food

People digging in trash

Garbage bags of food

CONSUMER MESSAGING & DIGITAL TOOLKIT

To help craft messaging about your Upcycled Certified™ products, we’ve compiled a one-stop guide full of ready to use boilerplate material, talking points, and handy terms of reference so you can clearly explain all you’ve done to provide transparency to your consumer market. This includes:

Ready to use key messages for use on social, email and digital

Ready to use graphics with key messages , stats and taglines for use on social, email and digital

Customizable assets that will be provided to you that showcase your Upcycled Certified™ product or ingredient and a way for you to promote your new certification.

CYCLED CERTIFIED KEY MESSAGE THEMES

The below key message themes can be meant to be guides and used interchangeably when speaking to consumers.

A SUSTAINABLE SECOND CHANCE FOR FOOD LOSS

Elevate to Best Use: how food waste impacts the climate and agriculture, and how Upcycled Certified™ products and ingredients can help be part of the solution

BREAK THE CYCLE WITH UPCYCLED FOOD

Make the Swap, Look for the Mark: consumers can break the cycle with upcycled food . It means finding every day swaps at their favorite local retailer, when they are shopping online, etc. Upcycled Certified™ products and ingredients show value to consumers and offer transparency. Showing the mark and the value add to consumers is how we begin to break the cycle of food waste and support a great food system and economy.

CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED

Upcycled Certified™ products and ingredients have undergone a rigorous, third party certification by auditors who ensure that the product directly leads to measurable, falsifiable food waste prevention. The Upcycled Certification Standard was created by volunteers from around the world in alignment with the formal definition of "upcycled food" developed by Harvard Law School, World Wildlife Fund, and others.

KEY MESSAGE THEME 1:

A SUSTAINABLE SECOND CHANCE FOR FOOD LOSS

"Upcycled food: elevate to best use."

KEY MESSAGES: A SUSTAINABLE SECOND CHANCE FOR FOOD LOSS

When communicating your Upcycled Certified™ certification to consumers through social media, digital , events and email marketing you can pick and choose from this list of approved messages to be used without alteration.

ELEVATE TO BEST USE:

Upcycling is a zero-waste philosophy dedicated to creatively using byproducts from agriculture and food manufacturing, unlocking their highest value and improving the way we value resources.

Upcycling is elevating all food to its highest and best use by transforming surplus ingredients into new, high-quality products like ____ (add your product or ingredient.)

Upcycling food is an ancient tradition based on the philosophy of using all of what you have. It's about doing more with less, and elevating all food to its highest and best use. Most of all, upcycled food is about reducing food waste, by creating high quality, nutritious food products out of the nutrients that slip through the cracks of our food system.

KEY MESSAGES: A SUSTAINABLE SECOND CHANCE FOR FOOD LOSS

When communicating your Upcycled Certified™ certification to consumers through social media, digital , events and email marketing you can pick and choose from this list of approved messages to be used without alteration.

IMPACT TO THE CLIMATE AND AGRICULTURE INDUSTRY:

Food waste is a significant plague on both the food system and the climate. According to a new report, Driven to Waste, by World Wildlife Fund and UKbased partner Tesco the report estimates close to 2.5 billion tons of food are now wasted annually, which also generates 10% of the heat-trapping greenhouse gas emissions caused by people. Be a part of the solution and give a second chance to food loss by supporting Upcycled Certified™ products and ingredients like ours. Learn more here.

According to ReFED, in America alone, 52 million tons of food end up in landfills yearly. From the freshwater and greenhouse gasses, which is used to grow these crops that don’t end up being eaten, to the greenhouse gases emitted when food decomposes in a landfill, food waste profoundly affects the environment.

KEY MESSAGES: A SUSTAINABLE SECOND CHANCE FOR FOOD LOSS

When communicating your Upcycled Certified™ certification to consumers through social media, digital , events and email marketing you can pick and choose from this list of approved messages to be used without alteration.

IMPACT TO THE CLIMATE AND AGRICULTURE INDUSTRY:

According to ReFED, in 2019 the U.S. let a huge 35% of the 458 billion of food available go unsold or uneaten. The vast majority becomes fo waste going straight to landfill, incineration, down the drain, or is sim in the fields. That’s almost 90 billion meals’ worth of food that we’re l go unsold or uneaten each year, roughly 2% of U.S. GDP!

Impacts of surplus food and food waste on our climate and environm enormous, since food that is never eaten still requires resources to g harvest, transport, cool, cook or otherwise prepare – even when it en being disposed of.

With 28% of global agricultural land going to grow food that is never upcycling can offer more revenue to farmers for the crops they alrea grow.

Between 30–40 percent of the food supply is lost or wasted each yea the impact is magnified by the water, energy, and land resources tha into producing food that was never consumed. Give a sustainable se chance for food loss by supporting Upcycled Certified™ products and ingredients like ours.

KEY MESSAGES: A SUSTAINABLE SECOND CHANCE FOR FOOD LOSS

When communicating your Upcycled Certified™ certification to consumers through social media, digital , events and email marketing you can pick and choose from this list of approved messages to be used without alteration.

UPCYCLING AS A SCALABLE SOLUTION

Upcycling has emerged as a method for food producers to add value byproducts or surplus ingredients that would otherwise have been w Learn more about our Upcycled Certified™ (name of your product or ingredient here): ____ (brand website)

Join us in the fight against climate change! Upcycling is a zero-wast philosophy dedicated to creatively utilizing food byproducts, unlock their highest value and improving the way we value resources. Upcyc elevates all food to its highest and best use.

Food that is produced but never eaten still requires enormous resou grow, harvest, transport, cool, cook or otherwise prepare – even whe disposed of. It’s an imprudent use of our food supply chain, and it ha enormous impacts across our climate and natural resources, food insecurity, and the economy. Choosing to support Upcycled Certified products and ingredients like ours will help in this fight against food

READY TO USE ASSETS:

A SUSTAINABLE SECOND CHANCE AT FOOD LOSS

*The below carousel static assets are intended for unaltered use on Instagram, Facebook or LinkedIn. All three images need to be posted together in order.

READY TO USE ASSETS: A SUSTAINABLE SECOND CHANCE AT FOOD LOSS

*The below singular static assets are intended for unaltered use on Instagram, Facebook or LinkedIn feed. You may use a ready to use message or create one of your own.

Download these assets.

READY TO USE ASSETS: A SUSTAINABLE SECOND CHANCE AT FOOD LOSS

*The below carousel static assets are intended for unaltered use on Instagram, Facebook or LinkedIn. All five images need to be posted together in order.

READY TO USE ASSETS: A SUSTAINABLE SECOND CHANCE AT FOOD LOSS

*The below carousel static assets are intended for unaltered use on Instagram, Facebook or LinkedIn. All four images need to be posted together in order.

CUSTOMIZABLE ASSETS: ANNOUNCEMENT

he below singular static assets are intended for unaltered use on Instagram, Facebook or LinkedIn. Each Upcycled Certified™ Product or Ingredient will receive 1 customized announcement graphic upon certification completion.

Request ready to use digital assets. Tag us on social: #UpcycledCertified

READY TO USE CONSUMER STATS

*The below singular static assets are intended for unaltered use on Instagram, Facebook or LinkedIn.

DIDYOUKNOW?

1ton=2,000pounds

READY TO USE CONSUMER STATS

*The below singular static assets are intended for unaltered use on Instagram, Facebook or LinkedIn.

KEY MESSAGE THEME 2:

BREAK THE CYCLE WITH UPCYCLED FOOD

"Make the swap, look for the mark."

KEY MESSAGES: BREAK THE CYCLE WITH UPCYCLED FOOD

When communicating your Upcycled Certified™ certification to consumers through social media, digital , events and email marketing you can pick and choose from this list of approved messages to be used without alteration.

MAKE THE SWAP. LOOK FOR THE MARK.

Upcycled food is the easy way for anyone to prevent other wasted food via the products they buy.

Breaking the cycle: Upcycled Certified™ products and ingr fight food waste. Make the swap, look for the mark.

Upcycled food gives you the ability to vote to end food wa your dollars. Shop Upcycled Certified™, fight food waste!

KEY MESSAGES: BREAK THE CYCLE WITH UPCYCLED FOOD

When communicating your Upcycled Certified™ certification to consumers through social media, digital , events and email marketing you can pick and choose from this list of approved messages to be used without alteration.

VOTE WITH YOUR DOLLARS:

Break the cycle! Purchasing Upcycled Certified™ produc ingredients like ours is a big step towards a circular econ food system without waste, where shoppers like you can the best solution to climate change, via the products you

Upcycled food is the easy way for anyone to prevent oth food via the products they buy. Shop our #UpcycledCert products) here: (brand website) Shop your everyday favorites, but by swapping to an Upc Certified™ product or ingredient like ours _ you can make greater. #UpcycledCertified

We want to give people the ability to participate in the so time they visit a grocery store. Vote with your dollars. Ma Look for the mark. #UpcycledCertified

READY TO USE ASSETS:

BREAKING THE CYCLE WITH UPCYCLED FOOD

*The below singular static assets are intended for unaltered use on Instagram, Facebook or LinkedIn.

Download all ready to use digital assets.

Tag us on social: #UpcycledCertified

READY TO USE ASSETS:

BREAKING THE CYCLE WITH UPCYCLED FOOD

*The below carousel static assets are intended for unaltered use on Instagram, Facebook or LinkedIn. The first two images need to be posted in order with a third image option of your choice based on industry.

Download all ready to use digital assets.

READY TO USE ASSETS:

BREAKING THE CYCLE WITH UPCYCLED FOOD

*The below carousel static assets are intended for unaltered use on Instagram, Facebook or LinkedIn. The first two images need to be posted in order with a third image option of your choice based on industry.

Download all ready to use digital assets.

READY TO USE ASSETS: BREAKING THE CYCLE WITH UPCYCLED FOOD

*The below singular static assets showcasing the multitude of industries Upcycled Certified™ products and ingredients live under are intended for unaltered use on Instagram, Facebook or LinkedIn.

CUSTOMIZABLE ASSETS:

BREAKING THE CYCLE WITH UPCYCLED FOOD

he below singular static assets are intended for unaltered use on Instagram, Facebook or LinkedIn. Each Upcycled Certified™ Product or Ingredient will receive one customized "break the cycle" Instagram feed graphic upon certification completion. The first and second green graphics need to be posted in order followed by your custom Upcycled Certified™ product or ingredient graphic.

Request ready to use digital assets.

CUSTOMIZABLE ASSETS:

BREAKING THE CYCLE WITH UPCYCLED FOOD

he below singular static assets are intended for unaltered use on Instagram, Pinterest or Facebook Stories. Each Upcycled Certified™ Product or Ingredient will receive one customized "break the cycle" Instagram Story graphic upon certification completion. The first and second graphics need to be posted in order.

Request ready to use digital assets.

KEY MESSAGE THEME 3:

CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

"Upcycled Certified™: a scalable and transparent solution to track impact"

KEY MESSAGES: CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

When communicating your Upcycled Certified™ certification to consumers through social media, digital , events and email marketing you can pick and choose from this list of approved messages to be used without alteration.

MAKING AN IMPACT:

Upcycled food has emerged as one of the most impactful and effective ways in which the food industry can help save the environment from climate change. We, like many others around the globe, are working to eliminate food waste by upcycling it and creating high-quality, nutritionrich products and ingredients.

The growth of the upcycled food movement parallels an uptick in consumer interest in sustainability and more eco-conscious food brands. Learn more about upcycled food at: www.upcycledfood.org/

(Company Name) and @UpcycledFood are joining forces for a better future by committing to reducing otherwise wasted food by upcycling (your product/ingredient.) You can help make a difference too when you buy

#UpcycledCertified.

The Upcycled Certified™ mark is centralizing the messaging and tracking around upcycled food. #UpcycledCertified

Upcycled Certified™: a scalable and transparent solution to track impact

KEY MESSAGES: CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

When communicating your Upcycled Certified™ certification to consumers through social media, digital , events and email marketing you can pick and choose from this list of approved messages to be used without alteration.

MAKING AN IMPACT:

Did you know that roughly 30% of all food is wasted (approx tons & one trillion dollars) per year globally according to FA tackle food waste together by making the pledge to buy

#UpcycledCertified.

Upcycled Certified™ products and ingredients like ours hav a rigorous, third party certification by auditors who ensure product directly leads to measurable, falsifiable food waste

The Upcycled Certification Standard was created by volunt around the world in alignment with the formal definition of food" developed by Harvard Law School, World Wildlife Fun others.

According to Project Drawdown, the global leader in quanti climate change strategies, reducing food waste is the singl solution to bring climate-change-causing carbon out of the atmosphere and draw it down into the ground where it belongs.

READY TO USE ASSETS: CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

*The below carousel static assets are intended for unaltered use on Instagram, Facebook or LinkedIn. All three images need to be posted together in order.

READY TO USE

*The below static assets are intended for unaltered use on Instagram, Facebook or LinkedIn.

SALES & RETAILER TOOLKIT

To help craft messaging about your Upcycled Certified™ products and ingredients, we’ve compiled tips and talking points to reference so you can clearly explain all you’ve done to provide transparency to industry partners such as retailers, distributors and industry connections. This includes:

Ready to use key messages for use in pitch decks, presentations and emails

Ready to use graphics with key messages , stats and taglines for use in presentations and pitch decks

Tips on how to speak about the Upcycled Certified™ mark to showcase the impact the mark makes regarding consumer perception inside a retailer

UPCYCLED IS TRENDING

Upcycled products and ingredients give consumers the ability to participate in the greatest solution to climate change every time they shop and is a growing trend. Predicted as a major food trend by:

RETAILER POSITIONING

Over half of consumers are more likely to buy after seeing the Upcycled Certified™ mark on pack. This out paces established marks like Regenerative Organic Certified and Certified Gluten Free. Sharing this with retailers could be the selling point they need to bring in your Upcycled Certified™ product or ingredient.

Source: Mattson 2021 Study on Food Waste

RETAILER POSITIONING

Pitchingyourproductoringredienttoabuyer?

Usethesecompellingstatsinyourpitchdecksorpresentations.

51%

More than 50% of consumers had increased intent to buy for products with the Upcycled Certified mark

97%

97% of consumers feel good about retailers that carry upcycled products

99%

99% of consumers see food waste as an issue

Source: Mattson 2021 Study on Food Waste Source: Mattson 2021 Study on Food Waste Source: Retail Potential for Upcycled Food Study: Evidence from New Zealand (2021)

RETAILER POSITIONING

Retailers play a key role in growing the upcycled food economy and connecting consumers to upcycled products. Explain the ways they can have impact and grow this industry by:

Opportunity to partner with UFA on consumer education campaigns, upcycled food promotions, and research.

RETAILER BENEFITS

Communicate benefits below with retailers, and that by committing to be advocates in the upcycled food movement, they are participating in the greatest solution to climate change - reducing food waste - and setting their business apart as a sustainable leader in the retail landscape. By carrying upcycled products, retailers can quantify their own contribution to food waste prevention towards their own sustainability goals. UFA is here to answer questions retailers might have and provide the below support!

Access messaging tools and assets to communicate to shoppers.

Access upcycled food industry data that supports you in communicating your impact on food waste diversion.

Retailers can contact marketing@upcycledfood.org for support.

Be promoted as a preferred retailer on the UFA website.

Opportunities to connect with the UFA Membership network of 185+ upcycling companies.

RETAILER BENEFITS

SELLING POINTS:

Upcycled Certified™ is the world’s only third-party certification program for upcycled food ingredients and products. The certification mark provides consumers clear guidance about the presence of upcycled food ingredients in food, beverages, cosmetics, pet food, personal care products, household cleaners, and dietary supplements.

A study by food and beverage industry expert, Mattson, showed more than 50% of consumers had increased intent to buy Upcycled Certified™ foods when the mark was on packaging, already ranking better than other product certifications on the market. The Upcycled Certified™ mark puts the power in the consumer’s hands to reduce global food loss.

As an Upcycled Certified™ product or ingredient, your team will have access to the UFA's marketing and sales collateral, support in finding partners, as well as navigating and promoting the mark. Much more to come!

RETAILER AND FOOD SERVICE IDEAS

When pitching retailers, suggest the following:

Upcycled Certified™ end caps

Coupons or digital ads featuring your Upcycled Certified logo on it and driving traffic to retailers

Giveaways and partnerships with other Upcycled Certified™ products and ingredients to further amplify the awareness

Sampling/demos featuring your product or ingredient and the Upcycled Certified™

messaging

Food service activations featuring your product or ingredient and the Upcycled Certified™

messaging

KEY MESSAGES FOR RETAILERS:

CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

"Upcycled Certified™: a scalable and transparent solution to track impact"

KEY MESSAGES: CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

When communicating your Upcycled Certified™ certification to retailers through pitch decks, presentations and industry speaking engagements you can pick and choose from this list of approved messages to be used without alteration.

CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

SCALABLE SOLUTION:

Upcycled Certified™ is a big step towards a circular economy, and a food system that acts like nature itself — a place where there is no waste — and where shoppers can participate in the best solution to climate, via the products they buy. Learn more: upcycledfood.org/certification

A scalable solution: Upcycled Certified™ is more than a tracking system — the banner for one of those rare instances where the interests of business and the environment overlap. It’s a big step towards a circular economy, a a food system that acts like nature itself; a place where all inputs are elevated to their highest and best use.

More than just a logo: by creating a uniform system for determining which products and ingredients meet the rigorous Upcycled Certification Standa we can tracking the impact of a given upcycled product, company, or the entire industry in aggregate.

KEY MESSAGES: CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

When communicating your Upcycled Certified™ certification to retailers through pitch decks, presentations and industry speaking engagements you can pick and choose from this list of approved messages to be used without alteration.

CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED

CERTIFYING YOUR IMPACT:

Global and national goals are to halve food waste by 2030. 2030 enough. We (or insert member name or Upcycled Certified™ bran

are proud to be Upcycled Certified™. All Upcycled Certified™ br stringent criteria helping to tackle climate change and greenho emissions. Join us in the movement by carrying our ___ (fill in t your product or ingredient) in your locations. Certify your impact: for every Upcycled Certified™ product or in like ours, food waste is prevented. Learn more at upcycledfood.org/certification.

As of November 2021, the current Upcycled Certified™ product ingredients are projected to divert 700 million pounds of food w landfills annually. (*Please check our website and newsletter for to date pounds diverted!)

KEY MESSAGES: CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

When communicating your Upcycled Certified™ certification to retailers through pitch decks, presentations and industry speaking engagements you can pick and choose from this list of approved messages to be used without alteration.

CERTIFYING OUR IMPACT WITH UPCYCLED CE

ECONOMIC BENEFIT:

ReFED estimates that food waste costs retailer

New research has shown about 40 percent of fo accounts for about 8 percent of human-caused This impact is amplified by the water, energy, an used in producing food that was never consume Project Drawdown, an organization that support emissions, has identified diminishing food wast reduce heating.

Your favorite (brand/product) now carries the U Learn more: https://www.upcycledfood.org/ce

#UpcycledCertified

(We/brand/product) are elevating all food to its h transforming surplus (ingredient) into new, high(certified product.)

KEY MESSAGES: CERTIFYING OUR IMPACT WITH UPCYCLED CERTIFIED™

On Demand Stats for Retailers:

*The below singular static assets are intended for unaltered use in retail pitch decks or internal team communication.

HOW DOES FOOD WASTE AFFECT THE ECONOMY?

According to ReFed in 2019, surplus food cost the country $408 billion. Of this, 70% – $285 billion – was due to food waste. While the financial cost of uneaten food is greatest for consumers, food surplus within food industry sectors was worth about $250 billion.

Source: ReFed

RETAILER BOILERPLATE

*The below copy is intended for use in a retailer pitch deck or email highlighting the benefits of carrying Upcycled Certified™ products and ingredients. Recommended to add a quote from your company on why you have chosen to get your product and/or ingredient Upcycled Certified™.

The Upcycled Food Association estimates there are already over 400 upcycled products in the US marketplace and in 2020, Future Market Insights produced a report estimating the value of the upcycled food industry to be more than $46 billion, with a predicted 5% compound annual growth rate. A 2021 study published in the journal Food and Nutrition Sciences shows that 80% of consumers, once educated about upcycled foods, say they would seek upcycled food purchases. But unfortunately only 10% of consumers are familiar with upcycled food products.

Having an Upcycled Certified™ mark on-pack will increase intent to buy, and a recent study by Mattson shows that more than half of consumers had increased intent to buy for products with the Upcycled Certified™ logo.

PRESS SUPPORT

To help craft messaging about your Upcycled Certified™ products and ingredients, we’ve compiled a one-stop guide full of boilerplate material, talking points, and handy terms of reference when speaking or pitching to the press. Includes:

Press pitch email tips

Press release announcement template

Approved press images

Approved quote and headshot from UFA CEO

PRESS RELEASE TEMPLATE

The below template may be used unaltered when pitching to press members on your new Upcycled Certified product or ingredient certification. Fill in the blank with your company, ingredient and product information. Read the approval process here.

___________ (company) _____________ (product or ingredient) Achieves Upcycled Certified™ verification through World’s Only Third-Party Certification Program

CITY, STATE, DATE -- (company) has officially achieved upcycled certification for it s (product or ingredient) through the Upcycled Certified™ Program demonstrating its commitment to preventing food waste by growing the upcycled economy.

“Quote from your company on how and why you Upcycled Certified™ your products or ingredients.”

Upcycled food helps reduce food waste by creating new, high-quality products from otherwise wasted but perfectly nutritious ingredients. Evidence shows strong consumer demand for upcycled foods, and recently, more groups have predicted that upcycled foods will be a major trend. Whole Foods Market listed upcycled food as a top-ten trend in 2021.

“Finally, companies can help mitigate food waste by participating in a straightforward, powerful program that turns food waste into new products and ingredients,” said UFA co-founder and CEO Turner Wyatt. “Cutting food waste is the single-most effective thing people can do to address climate change. Thanks to the roll-out of this set of clear, uniform standards and protocols, reducing food waste becomes much easier. It’s an innovative approach because it’s the first consumer product-based solution, making it highly scalable and economically sustainable.”

The program is maintained by the Upcycled Certified™ Program Standards Committee with oversight by the Upcycled Food Association Board. The UFA Board selected a team of subject matter experts from across the food supply chain with over 150 years of combined experience to develop the first ever Upcycled Certification Standard. The goal was to create a certification to act as the first consumer-facing Mark to identify upcycled products and help set a bar for the industry in service of the UFA mission to reduce food waste by growing the upcycled food economy and to also create a pipeline for Upcycled Certified™ ingredients that brands can then use to create new and innovative products.

About Your Company

Insert your standard one paragraph about. Make sure to highlight how your company is tied to the upcycled food industry.

About UFA

Upcycled Food Association is a nonprofit focused on preventing food waste by accelerating the upcycled economy. With hundreds of Members across dozens of countries, UFA is changing the consumer product supply chain to eliminate food waste by design. Through consumer education and networking, UFA is empowering consumers to prevent food waste with the products they buy. To learn more, visit www.upcycledfood.org

Look for the Upcycled Certified™ logo to purchase products that reduce food waste, learn more and join at www.upcycledfood.org

PRESS RELEASE QUOTE

The below quote by Turner Wyatt, co-founder and CEO of the Upcycled Food Association, may be used unaltered when speaking about upcycled food to press, industry members or retailers.

“Eliminatingfoodwasteisthesingle-mosteffectivethingpeoplecan dotoaddressclimatechange.ThankstothelaunchofUpcycled Certified,reducingfoodwastebecomesmucheasierforeveryday shoppers.Upcyclingisaninnovativeapproachbecauseit’sthefirst consumerproduct-basedsolutiontofoodwaste,makingithighly scalableandeconomicallysustainable.”

- UFA CO-FOUNDER AND CEO TURNER WYATT

APPROVED IMAGES FOR PRESS

The below images are approved images that may be distributed unaltered to press and media when speaking about Upcycled Certified products and ingredients as a whole.

PRESS PITCH EMAIL EXAMPLE

Date: XXX

Subject: Great work on (Upcycled Food Is Finally Having a Moment)

To: XXX

I loved reading your ____ article highlighting the upcycled food movement! Thanks for your astute coverage of a topic of immense importance. Given your interest, I wanted to share an early look at the world’s first Upcycled Certified™ mark for upcycled foods and products, from the Upcycled Food Association.

The new Upcycled Certified™ mark will provide consumers clear guidance about the presence of upcycled food ingredients in food, beverages, cosmetics, pet food, personal care products, household cleaners, and dietary supplements. Upcycled foods have been featured as a top 2021 trend by both Whole Foods Market and Food Network magazine. Recently, 'CBS This Morning: Saturday' featured the upcycled foods trend in a segment as well.

The press release is pasted below, with much more information. Given all this traction, right now is the time to cover this topic. Please reach out if you have any additional questions.

Thanks, XXX

TOP PRESS TO SHARE

The following press articles may be shared or distributed to consumers when speaking about your Upcycled Certified™ product or ingredient showing the popularity of upcycled food. For more press please visit our Press page.

WASHINGTON POST BON APPETIT

CBS

The following press articles may be shared or distributed to consumers when speaking about your Upcycled Certified™ product or ingredient showing the popularity of upcycled food. For more press please visit our Press page.

REAL SIMPLE

TOP PRESS TO SHARE FORBES

PRESS PITCH TIPS

PRESS PITCH TIPS

When pitching to press and speaking to press on your membership or upcycled product or ingredient, here are some key tips to follow and remember:

Bold punchy subject line: start with a a great subject line in order to catch their attention

Personalize pitches: (whenever possible) and mention any related articles that they recently wrote

Strong call-to-action: example -> let's connect, and I'll share more if you're interested

Unique pitch: what problem in the industry are you solving? How is your company and product different to others in the market?

Compelling Backstory: add and include a compelling founder story if relevant

Following up: following up on initial email pitches is vital. One week is a good window to wait. If the story is time-sensitive, it’s ok to follow-up a bit sooner. Include your original email so they don't have to go searching for it!

SUBJECT LINE TIPS

Often times subject lines can determine whether the recipient will open the email or not. Ensuring that your subject line is clear, concise, and enticing are some of the most important elements. While many would assume that shorter subject lines work best, especially considering the character restrictions of mobile devices, a report from Marketing Sherpa actually found that subject lines with 61 to 70 characters had the highest open rate.

PITCH STRUCTURE:

PRESS PITCH TIPS

When pitching to press and speaking to press on your membership or upcycled product or ingredient, here are some key tips to follow and remember:

Lead: this should be the first thing the reporter or editor reads. An enticing lead that is relevant to their beat will ensure they continue through your pitch.

Call-to-action: this is the action you want your audience to take. It’s important to make your intention here as clear as possible.

Value proposition: this is where you can showcase the value of what you are offering and why they should be interested in it. It is essential in differentiating yourself from the hundreds of other pitches they receive.

Conclusion: this is where you should recap your call-to-action, as well as thank them for their consideration and time.

RESOURCES & APPENDIX

ORGANIZATIONS TO LOOK FOR

ReFED | Food Waste Data & Analysis

Project Drawdown | Climate Change Solutions

INVESTORS

ReFED x UFA | Food Waste Funder Circle

UPCYCLED FOOD RESEARCH STUDIES

Mattson 2021 Study on Food Waste

Retail Potential for Upcycled Foods (2020)

A Case for Upcycled Food and Beverage (2021)

Product Category Managers Perception of Upcycled Foods (2021)

Defining Upcycled Foods (2020)

Ellen MacArthur Foundation: The big food redesign (2021)

LIST OF PODCASTS

Too Good to Waste

Evolve CPG

MARKETING PARTNERS

Digital Marketing - Heart Creative Co.

Video Production - Tectonic Video

Design - Modern Species

NEWSLETTERS/BLOGS TO FOLLOW

The ReFED Capital & Innovation Market Update

FoodFunded.us Newsletter

NielsenIQ: Latest Insights

Upcycled Food Association public and member newsletters

ADDITIONAL RESOURCES

Please reference the Google Drive for additional resources, instructions and guidelines.

APPROVAL PROCESS FAQ

All marketing and packaging materials must be sent to be approved by the CB, including spec sheets, press releases, social media posts, etc.

UPCYCLED CERTIFIED PRODUCT FINDER PAGE AND CUSTOMIZED ASSETS HERE

Adding your product or ingredient to the finder will satisfy the requirement in the certification Standard that says the UFA must keep a public database of all certified products/ingredients.

TERMS TO KNOW

Surplus Food - All food that goes unsold or unused by a business or that goes uneaten at home – including food and inedible parts (e.g., peels, pits, bones) that are donated, fed to animals, repurposed to produce other products, composted, anaerobically digested, or wasted. Food Waste - uneaten food and food preparation wastes from residences and commercial establishments, including grocery stores, restaurants, produce stands, institutional cafeterias and kitchens and industrial sources

Sustainability - meeting the needs of the present without compromising the ability of future generations to meet their own needs

Zero Waste - designing and managing products and processes to reduce the volume of waste and conserve or recover all resources, so that 90 percent or more of an organization’s waste stream is diverted from landfills or incinerators.

Source: Refed Insights Engine 2021

TERMS TO KNOW

Waste Diversion - the act of preventing waste from being disposed into landfills and incinerators

Source Reduction - reducing the number of materials entering the waste stream from a specific source by redesigning products or patterns of production

GHG Footprint (Food Disposal) - The greenhouse gas emissions associated with the disposal process of food, such as fugitive landfill emissions, measured in carbon dioxide equivalent (CO2e)

GHG Footprint (Supply Chain Activities) - The cumulative greenhouse gas (GHG) emissions generated and released into the atmosphere by the food as it travels along the supply chain, measured in carbon dioxide equivalent (CO2e)

Carbon Footprint - a measure of the impact human activities have on the environment based on carbon outputs

Source: Refed Insights Engine 2021

FAQS

The following slides provide a few commonly asked questions, and our recommendations on how to reply. For more frequently asked questions and answers on upcycled food and Upcycled Certified™ products and ingredients, please visit and reference our FAQ page.

READY TO USE MESSAGING: CONSUMER FAQ

QUESTION: Why should I buy Upcyc

ANSWER: The Upcycled Certificat third-party certification program f products. The certification mark p presence of upcycled food ingredi pet food, personal care products, h supplements.

Upcycled Certified™ is more than a banner for one of those rare instan business and the environment ove circular economy, and a food syste place where there is no waste, and elevated to their highest and best like you can participate in the best products they buy.

READY TO USE MESSAGING: CONSUMER FAQ

QUESTION: If it's surplus, why is it not donated?

ANSWER: Many of these ingredients are byprodu would have been tossed. Ie: spent grain, fruit pulp was previously being donated, the product would be Upcycled Certified™.

READY TO USE MESSAGING: CONSUMER FAQ

QUESTION: Why are Upcycled ingredients more expensive if waste?

ANSWER: The cost of upcycle go down as more brands and o Upcycled food products are val produce," it can also be surplu that is getting used in the end