With so many well-known brands, the group contributes to raising consumer awareness of sustainability issues, and highlighting ways in which consumers can reduce their environmental impact. In 2010, in addition to the packaging reduction referred to here on the Waste page, our efforts in this area included:
- Silver Spoon strengthened on-pack communication on sustainability. In 2008, the paper used for the packaging was certified by the Forest Stewardship Council (FSC), with the logo shown on-pack. In 2009 the Carbon Trust carbon footprint logo was put on-pack. In 2010, an on-pack recycling logo was added to encourage an increase in recycling rates.
- Kingsmill’s website has been encouraging consumers to reduce food waste as part of WRAP’s ‘Love Food, Hate Waste’ campaign, with information on storage.
- Allied Bakeries successfully lobbied the EU Parliament to remove its regulation that bread had to be made in 400g increments. Research had showed that a significant proportion of consumers fail to finish a loaf before its Use By date, and were throwing bread away. The Little Big Loaf was introduced last year and has enjoyed strong sales.