All over the world, new ideas are changing mankind’s relationship with food. From the Svalbard Global Seed Vault to the “ugly food movement,” ideas big and small are making an impact. To uncover such stories, Tetra Pak® has launched a new digital platform called Groundwork. Inspired by Tetra Pak’s revolutionary food and beverage cartons and sustainability commitment, Groundwork celebrates stories about the people and innovative ideas bettering how we produce, consume and think about food, all while caring for the planet in the process.
“Tetra Pak’s promise is to protect what’s good, and Groundwork is part of that mission,” said Carla Fantoni, VP of Communications Tetra Pak U.S. & Canada. “By sharing small but extraordinary stories, we’re asking people to join us in considering how their ideas and habits around food — however small — matter to the big picture. When ideas change, actions change.”
The first round of sample stories includes:
- A Cafeteria Classic: The History of Juice Boxes: delves into how the humble juice box represents a long line of legendary innovations
- Foods at Risk (and How to Protect Them): explores how climate change, our eating habits and other factors are pushing foods toward extinction — and what we can do about it
- The Beautiful Thing About Eating Ugly: looks at an international trust storing seeds from around the world in an underground vault
Groundwork will publish fresh stories each month on topics such as innovative thinking around the problems of food scarcity and security, new ways of cultivating and distributing nutritious food in the urban landscape, and more. All articles feature multimedia components, such as photo stories, interviews, video content and other devices designed to make ideas as accessible and shareable as possible.
In keeping with the communal, grassroots mandate of the site, readers are encouraged not just to share, but to submit story ideas and tips to the editors for review and coverage.
Groundwork is born out of Tetra Pak’s own story of how innovative thinking around food can lead to big things. In the 1940s, founder Ruben Rausing invented a new way to package milk that was better for both consumers and the environment. That package, the tetrahedron-shaped Tetra Classic®, was an industry first that literally changed the shape of beverage packaging. Since then, the company has continued to lead the pack with game-changing sustainable packaging solutions, such as the Tetra Rex® - the first beverage packaging made from 100 percent plant-based materials – and the fully recyclable Tetra Top®, used by JUST Water. The company has also pushed the packaging industry forward by launching an environmental benchmarking service to help food and beverage companies assess the environmental performance of their production operations, as well as exploring opportunities for the CPG industry to take advantage of growing consumer preference for packaging made with renewable materials, as part of the solution to natural resource scarcity.