A new paradigm for sustainable packaging is making waves within the consumer
goods industry. Plastic neutrality — the concept of measuring, reducing and
offsetting a company’s unique plastic footprint — is enabling companies large
and small to assess their plastic emissions, set up an incentive structure that
rewards future footprint reductions, and take action today by financing the
removal of as much nature-bound plastic waste as their supply chains create.
Three CPG brands are at the forefront of this new movement and have joined
rePurpose Global — a movement of conscious
consumers and businesses going Plastic Neutral worldwide. Through this
partnership, these companies became Plastic Neutral Certified in three
steps.
First, they worked with sustainability experts at rePurpose to measure the
unique plastic footprint of their packaging and supply chains, using easily
available data of product specs and sales stats. Second, at $0.50 per kilogram
of its footprint, each company funds the removal and reuse of an equivalent
amount of low-value plastic waste otherwise too unprofitable to be diverted from
landfills, incineration or oceans. This was accomplished through rePurpose
Global’s global impact network of vetted recycling initiatives across 3
continents. Finally, these brands committed to tangibly reduce its use of virgin
plastic going forward.
The Plastic Neutral Certification enabled these brands to immediately
address the growing concerns of their customer base, tell unique stories on
their sustainability commitment across marketing channels, and ultimately
differentiate themselves from the competition on the aisle and in the customer’s
mind.
First movers stand out from the crowd
the exciting potential of cultivated, fermented and plant-based protein innovation
Join us as Aleph Farms, the Better Meat Co, the Good Food Institute and Plantible Foods discuss the latest advancements in cultivated, plant-based, and fermentation-derived proteins — and how incorporating alternative proteins can help brands significantly reduce environmental impacts, while conserving natural resources — Tuesday, Oct. 15 at SB'24 San Diego.
All-natural pet food brand Nature’s Logic has
no chemically synthesized vitamins, minerals or other man-made nutrients. CEO
David Yaskulka has over a decade of experience in the industry, and is
devoted to growing his business in an environmentally and socially responsible
direction: “Our mission is to apply the logic of nature to everything we
touch.”
Nature’s Logic uses renewable energy to power its offices and make its food. The
company is also a of the Pet Sustainability
Coalition, and sponsors initiatives such as
Free The Ocean to help remove plastic from the seas.
As an early adopter of plastic neutrality, Yaskulka says the process, “while
rigorous, is neither expensive nor difficult.” Nature’s Logic prides itself on
pioneering — it boasts the first Certified Plastic Neutral brand within the pet
food market; as well as the first 100% natural products in the pet food
industry, sourcing all of the nutrition from whole foods and all-natural
ingredients.
Innovation within established industries is a difficult task, so the ability to
bring something new to the table can revolutionize your marketplace and draw the
attention of your consumers. Plastic neutrality helped separate Nature's Logic’s
brand from its competition.
Consumers and retailers want to make a difference, and Yaskulka has proven his
company is one to watch. He predicts “consumers will be expecting to see the
Certified Plastic Neutral seal on all the products they support — or they’ll be
switching to those that do.”
Extending brand positioning
Safe Catch is a seafood company
dedicated to purity. Each fish is sustainably caught, tested for safe mercury
levels and packaged without additives. President and co-founder Sean
Wittenberg has developed proprietary purity-testing technology and seafood
quality-assurance programs. He has built a platform to translate his passion for
sustainability into consumer transparency.
As a seafood company, a healthy ocean is critical for its success. Wittenberg
assesses that “environmental purity protects the purity of our food,”
acknowledging a symbiotic relationship between environmental health and the
health of his consumers. He believes that “helping to protect the marine
ecosystem is part of our commitment to each other and the world.”
Plastic neutrality was an effortless adaptation into Wittenberg’s company’s
values. “Offsetting any plastic in our pouch packaging by intercepting and
recycling an equivalent amount of ocean-bound plastic is a natural extension of
how we value our planet,” he said. “Consumers increasingly demand value well
beyond taste and nutrition. Products need to demonstrate tangible social
responsibility.”
To meet these expectations and match the brand mission, rePurpose Global created
a portfolio of plastic-offset projects for Safe Catch that focused on both
socioeconomic empowerment of marginalized waste pickers and marine ecosystem
conservation. Suchithwa and Waste Ventures India — two recycling social
ventures in India — are utilizing Safe Catch’s plastic-offset contributions to
collect flexible packaging waste items both bound for landfills in Hyderabad
and recovered from the Indian Ocean off the coast of Kerala. The
organizations are generating additional income for over 120 waste pickers and
their families, as well as enabling ethical employment for over 25 women in
Kerala’s coastal fishing communities who otherwise lack economic opportunities.
Brands such as Safe Catch have evolved their business strategies to ”go beyond
benefitting our individual company, but to benefit the greater good and a
cleaner environment.”
Deepening customer loyalty and attracting new segments
A fourth-generation farmer, Duncan Farrington is dedicated to sustainable
farming. Farrington Oils is the first
company in the UK to offer a ‘seed to bottle’ cold-pressed rapeseed oil,
which is harvested through methods that adhere to LEAF (Linking Environment and
Farming) guidelines. Across the board, Farrington is committed to innovating his
brand to become as nature-friendly as possible. Solar power generates half of
the farm’s electricity, and Farrington is continually searching for cutting-edge
impact strategies.
The immediate impact of the rePurpose Global platform appealed to Farrington
over other sustainable packaging programs. “We have seen lots of big companies
making pledges … for 10 or 20 years in the future,” but he wanted Farrington
Oils to take immediate climate action. Taking the step to become plastic neutral
makes “it clear that sustainability is not just something we talk about.”
The “overwhelmingly positive” consumer response — in addition to a 3rd-page
national newspaper editorial, and interviews with local radio and TV stations —
demonstrated the brand-building potential of plastic neutrality. Farrington
acknowledges that becoming plastic neutral has further aligned his brand’s
values with his customers and “made our products even more appealing.” The
certification enabled the brand to target the eco-friendly segment while
providing a straightforward path towards climate action.
Putting aside environmental impact, did the certification pay off from a
business perspective? Farrington admits that despite the “offset program may
have initial costs, the benefits to the business came through increased loyalty
and new customers.” Farrington is a firm believer that “if a business cares
about the environment, they should definitely go ahead with climate offset
programs … if a small company like us can do this, then everyone can!”
The Plastic Neutral framework allows companies to assess their footprint, and
drive action. Through the platform, companies can differentiate themselves,
extend brand loyalty, and attract new segments. Only if the ecosystem of brands
and innovators work together can we reduce waste, revive lives and restore
nature’s balance.
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rePurpose Global
Published May 18, 2020 8am EDT / 5am PDT / 1pm BST / 2pm CEST