Sussing out sustainable

The word 'sustainable' doesn't really mean much to consumers. What does mean something to them are brands that they recognise as being responsible partners in society - the ones that help them to do the right thing. They are seen as modern, aware, quality brands that they can trust.

These ever demanding consumers demand integrity and commitment, too, which means it's essential that all the components of the brand work in synergy. Not least among these are ingredients, which are playing an increasingly important role in determining whether a product is perceived as responsible or not. Factors such as place of origin are of real interest to consumers, with locally sourced ingredients now a clear advantage in many sectors, as well as low food miles.

The manner of production and the terms under which ingredients are sourced are also relevant, with consumers concerned about sustainable land management and very positive about fair trade, so it's important to have a set of values that influences how all these issues are addressed from the start of the innovation process.

Packaging is, of course, one of the most important touch points for consumers. An over-packaged product, which leaves them wondering how to recycle, can cause frustration and undermine a brand's credentials, but it's worth remembering that the product's carbon footprint goes well beyond the sleeve.

Consumers will only get more demanding. Can food ingredients suppliers meet their expectations?

Luke Vincent​ is a consultant at brand agency Dragon. Tel: +44 (0)20 72624488