This has seen it procure all its seafood from responsible farming operations,
This is in keeping with global brand trends – The Guardian reports
Trend Watch talks about this big trend for 2014 as guilt-free
and from sustainable fisheries, and its operations are certified by independent
that both Sainsbury and Unilever have integrated sustainability as
consumption. “Growing numbers of consumers can no longer escape
organisations like the Marine Stewardship Council (MSC) and the WWF-SA’s
the strategic axle of their operations. “Environmental sustainability is
an awareness of the damage done by their consumption: to the planet,
Southern African Sustainable Seafood Initiative (WWF-SASSI).
starting to be seen as more than an optional extra,” Duncan Williamson,
society, or themselves,” states Trend Watch in its report for 2014. The
a food policy manager for the World Wildlife Fund told The Guardian.
trend watchers say that consumers will seek status, but that the ‘Guilt-
For time-sensitive consumers what this means is that Woolworths is
“There are increasing numbers of businesses who are seeing the
Free Status’ will be the “ultimate indulgence in 2014.”
underscoring its position of trust by doing the right thing, and then
environment as core to their future business models.” I’d like to think of sustainability as more of a truth than a trend. Doing
elegantly communicating this in store, and through an innovative campaign with Masterchef Australia finalist Hayden Quinn, who is a
Back in South Africa, Bean There Coffee Company has made
good business where you grow with your producers and reward them
Fishing for the Future Ambassador.
sustainability its key differentiator, and the narrative for its brand. South
well; looking after your employees; delivering the best products and
Africa’s first roaster of Certified Fairtrade Coffee, Bean There’s founder
services to your customers; whilst simultaneously protecting the
If you buy fish at Woolworths you’ll know that it doesn’t come cheap –
- Jonathan Robinson – discovered the ‘fair trade’ model over ten years
environment – isn’t that just good business sense?
the cost is a definite premium over sea food you’ll buy at other retail
ago. This set Robinson on a journey through Africa to source coffee that
stores. But consumers who can afford it will buy it because they want
tastes brilliant, but more importantly offers producers a fair payment for
a guilt-free purchase. These shoppers want the comfort and kudos of
their effort.
being indirect environmentalists. It’s their new comfort food.
The truth is, the cost of doing business in a way that is not sustainable is unimaginable. Let’s build sustainable brands – it’s the only journey that makes sense.
What’s smart about the Woolworths campaign is that aside from
The focus for Robinson is personally sourcing single origin coffee and
being sustainable, it integrates neatly into the retailer’s Masterchef
encouraging sustainability, empowerment and community development.
sponsorship, and its drive to deliver premium, quality produce that’s
Bean There brings the coffee back home, and roasts it at artisanal
fresh.
coffee houses in Jozi and Cape Town. What this means is that when you drink a cup of the coffee, you’re not just savouring an exclusive taste experience, but supporting fairly traded, small batch farming of single origin coffee in places in Africa like Ethiopia, Tanzania and Kenya.
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