Strategic engagement and the Courtauld Commitment

Mark Barthel Special Adviser, WRAP

Presentation outline

•Strategic engagement•How can retailers and brand-

owners help?

Strategic engagement

The Courtauld Commitment

Courtauld Commitment: Phase 1 - Retailers

The signatories commit to supporting WRAP in the achievement of its objectives, as follows:

•To design out packaging waste growth by 2008

•To deliver absolute reductions in packaging waste by 2010

•To identify ways to tackle the problem of food waste

Signatories represent over 90% of the UK grocery market

Courtauld Commitment: Phase 2 BrandsExpansion of Courtauld Commitment to include top UK selling brands and suppliers;

Influence the brand sector

Influence own brand

Influence consumers

Partnership working with retailers / WRAP

Focus on suppliers to household grocery sector

New brand signatories now in double figures…and more to come!

Retailers: Supermarket ‘Green Wars’ Strategic targets on:

– Reduction in waste and packaging

– Specifying recycled content / biodegradable packaging

– Recyclability / access to recycling facilities

– Sustainable materials

– Carbon foot-printing

How can retailers and brand-owners help?

How can retailers and their suppliers help? Raise awareness and provide information

– On-pack, POS, till receipt, leaflets \ cards, magazines, on-line– Promote and support planned buying & meals– Cooking (amounts) and storage instructions (e.g. use of freezer)– Clear labelling (dates; storage)– Recipe \ “leftover” suggestions

Provide and promote solutions– Meal ingredients & combinations– Appropriate portion sizes– Maximised shelf-life– “Functional” packaging (e.g. re-sealable, re-closable)– Cooking & storage “tools” (e.g. portion guides for rice, pasta; “active”

tuppaware) Provide incentives \ remove disincentives

– “Intelligent” offers– Benefits of longer shelf-life options (e.g. frozen v’s fresh vegetables)– Pricing v’s portion size and single v’s multi-packs

Supporting communications

Customer resources

• On-line list building and meal creation

• Meal / menu driven on-line shopping

• Meal suggestions / alternative menus delivered with on-line shop

• In-store shopping lists and navigation

• Meal creation and ingredient selection

The iFood terminal at Nordiska Kompaniet’s food hall lets customers hook up their iPod and download audio recipes. 70% of UK teenagers and 41% of adults own an MP3 player!The process is described in five simple steps: 1) Plug in 2) Download 3) Purchase 4) Listen and 5) Cook. After choosing from a wide range of recipes and downloading audio instructions to their iPod or other mp3 player, shoppers can purchase all necessary items from a colour-coded deli area.

Improving on-pack information

Clear storageinformation

Communicating food condition

• Developed by Cryolog (www.cryolog.com) a French company with strong scientific and industrial partners (e.g. Institut Pasteur)

• Two versions - (eO)® for consumers and TRACEO® for retailers• Colour change represents a pH change due to microbial

growth of food grade micro-organisms within the label gel itself

Helping customers in store

Portioning and pack flexibility

Pack functionality

OxygenScavengers

Anti-microbial

films

Improved pack seal and shelf life

‘Integrity Seal’ jaws fitted to bagging line

- 10% less material,

- less energy

- guaranteed hermetic seal

- improved shelf-life

- faster line speeds

- easier openability

- low capital expenditure

= good ROI

Use of optimised MAP

Helping customers at home

Helping consumers to store food at the correct temperature

Thank you

Mark BarthelSpecial Adviser, WRAPE: mark.barthel@wrap.org.ukM: 07950 664501W: www.wrap.org.uk/retail