From Field to Plate

8/3/2019 From Field to Plate

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NO53 ANTENNAE

TREND REPORT

FROM FIELD TO PLATE


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N o .53ANTENNAE 2011 NewEdge Consulting Limited3 | 4

The world o sustainability is getting evermore complex with trends emerging throughthe entire supply chain, rom the armers feld

to consumers plate. With social concernsspreading through developed markets andbeyond, the time or change appears to beright or innovations that signifcantly reducecosts, waste and C02 ootprint. This months

Antennae explores the innovations that weare likely to witness become big part othe sustainability landscape in the uture.

FOCUS

07 Fish Food A sustainable solution

FEATURES

13 TECHNOLOGYIrrigation technology opens new rontiersHow agriculture is likely to beneft

19 TECHNOLOGYThe supply chainOpportunities in ood sa ety

25 Food milesPlanes, trains, boats and automobiles

29 Reuse, recycle, reclaimThe worlds biggest brands aredriving packaging innovations

37 Fast ood goes greenThe rise o sustainable restaurants

41 Sustainable retailingRetail looks outside ood sourcing orsustainable options

SPOTLIGHTS

33 GreenBottle

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CONTENTS

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FROM FIELDTO PLATE


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Society is becoming increasinglyconscious and active around

concerns for the scarcity, andultimately the fragility, of the earthsresources. We are increasingly awareof the impact we have, from trees,to bees, to the seas. As a resultbrands are aligning themselvesto causes that both engagecustomers and ultimately ensurethe future of their supply chain.


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Fish FoodA S STAINAbLE SOL TION

Le t:Project Oceanat Sel ridges

www.sel ridges.com

Below:Haagen-Dazssupporting the honeybees that are essential

or many o its avors

www.helpthehoneybees.com

Fish no longer has tocome from the sea, in fact, itmay be preferred they didnt.

Antennae takes a look atthe changing sustainabilitylandscape that will affect thefuture of fish consumption.

The amount o wild fsh catch has beenlevel or the past three years, whilst theoverall consumption is on the rise. Thisindicates an alternative source o fsh isbecoming more important. Growing concernsaimed at ocean pollution and over fshingis now driving consumers towards fndingalternative sources o fsh. There is a cause

or concern though, as change to date hasbeen slow. So is there anything the fshingindustry can learn rom other markets?

Consumption, and notably the leadingmanu acturers and brands within this space,should mirror the ood and beverage trends oorganic and natural. Brands like Haagen-Dazsand Magners have success ul aligned brandswith two macro consumer trends, naturallyhealthy and sustainability by supportinghoneybees and the pollination industry. Withsea ood sources becoming a major concern ordeveloped market consumers and governmentsthe category is on the verge o a deep diveinto the world o sustainability. Brands will fndproduct packaging and labeling vital real estate

as a means o communicating their productsorigins and process in getting it rom sea to plate.

The facts and drivers of consumption

In 2010, we consumed 160 million tons o fshglobally, an all-time high. Sea ood in developedmarkets provides a healthy alternative to meatsand supports the health and wellness trendand an essential staple or emerging markets.Organic ood sales are up 115% since 2002 to

reach nearly US$30 billion, and products witha natural claim have seen a rise o 30% toreach US$250 billion over the same time rame.

But to put the organic market into context theUSA is over 1,000 times the size o the Brazilianat US$12 billion and the UK 100 times the size othe Russian at US$2 billion. A ocus on healthieralternatives, due to rising obesity concerns,across developed markets is putting greaterpressure on the ecosystem, especially fsh.Pollution and over-fshing are now also becominga major concern or the socially conscious.Brands will fnd distinct opportunities when

bridging the gap and providing a healthysea ood solution that comes rom a sustainablesource. This concept has already beensuccess ully implemented to support otherareas within the ecosystem including tree-planting incentives rom urniture retailers(IKEA in Scandinavia and North America).

The pioneers making a splash

UK retailers are pioneering incentive programs

with Sel ridge attacking the issue headon. Sel ridge teamed up with the MarineConservation Society and removed all productscontaining endangered fsh rom the shelves.But importantly this extended down the chainto its restaurants and restaurant partners. Thee ort resulted in the removal o 70 specieso fsh and 86,000 raised to support amarine protected area in the Philippines.

In the US retailer, Trader Joes has ocusedprocurement on sourcing fsh rom sustainableorigins and making sure labeling communicatesthis in ormation to their customers.


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N o .53ANTENNAE9 | 10

Quorn, a vegetarian brand is expanding intothe rozen oods market by o ering fsh-alternative products. Earlier this year thebrand launched Fish-less Fingers and TunaStyle & Sweetcorn Crispbakes. This moveextends the brand consumer base and bringsin environmentally conscious fsh eaters.

Aquaponics: a new business model

Innovation isnt just limited to manu acturers,it has moved into the consumer oodserviceindustry too. Restaurants have ound closed-loop aquaponic systems as a way to di erentiatethemselves rom the masses and a way toleverage sustainability credentials. The needto protect our seas combined with the culinarytrends towards local ood source is helpingaquaponic systems become a viable option.

Aquaponic systems contain fshponds wherewater cycles through a system o planters wherevegetables and herbs are grown out o the waterinstead o soil. The produce is used to cleanthe water be ore it returns to the fshpond. Ithas multiple benefts; it can cater to di erent

size pre erences, uses vastly less water orgrowing plants, and are an on-the-spot source

or fsh as well as herbs and vegetables.

The systems have been getting recognition inurban areas where produce and fsh are typicallyshipped rom long distances. I space allows,some restaurants can have small systemson-site or the che to pull rom. In othercases, they are run as urban arms providingproduce or local restaurants and residents.

What does it mean the future ofbrand image and food sources?

Brands should expect to see consumerdemand or sea ood increase as its healthbenefts become deeper intertwined with thesizable health and wellness market. Meanwhile,regulation within the fshing industry willbecome increasingly stringent. Policies like theEU Common Fisheries Policy (CFP) have setaggressive goals to eliminate overfshing aswell as making sure fsh come rom sustainablesources while preserving the jobs o fsherman.

This means that manu acturers will have to lookto new sources or their sea ood. As organizationsand manu acturers educate the mass consumerson sustainable sea ood, consumers will expecttheir avorite brands to source s ea ood romrenewable plat orms. Much like the claim o ree range or meats, fsh brands should beable to capitalize on a similar market. Labels andpackaging will play a big role in staking a claim

or brands in this new space as it will serve asthe main point o education or the consumer.

For further insight, to have your say, or tostart a discussion contact Jake Himmelspach,

Associate Innovation Consultant at [email protected]

In 2010, weconsumed 160million tons offish glo ally, anall-time high

Organic food sales areup 115% since 2002 toreach nearly S$30

illion, and productswith a natural claimhave seen a rise of 30%to reach S$250 illionover the same time frame

2011 NewEdge Consulting Limited

Le t:Magners BeeBeard app

itunes.apple.com

Centre:Quorn Fish-less Fingers

www.quorn.com

Right:Ikeas No trees, noIkea campaign

www.ikea.com


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TECHNOLOGY


Technological research anddevelopment at a micro level canoften mean a seismic shift at amacro level. Innovation into the useof microfludic systems in the foodchain, and membranes in desalinationhave the potential change thesustainability landscape for good.


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IrrIgatIontechnologyopens newfrontIersHO A RIC LT RE ISLIkEL TO bENEFIT

The decline of our freshwater resources

Over the past 5 years reshwater resources per capitaor the majority o G20 markets has declined sharply.

France, UK, China, Canada, USA and India have allwitnessed alls o between 3% and 7% o available

reshwater resources (World Bank estimates). In orderto meet this water management challenge within asustainable ramework, water supply or agriculture hasbeen increasingly augmented by non-traditional watersources, including grey water recycling and desalination.

Many o the desalination projects today are ocusedon providing clean drinking water or resource poor ordisadvantaged geographic areas. However, desalination inagriculture is used in multiple countries, including Spain,Israel, USA, India, Saudi Arabia and United Arab Emirates

with seawater treated in large desalination plants. Currently,high initial capital investment and maintenance cost,including the cost o energy, are limiting its use in irrigation.

As methods are o ten determined by site-specifcconditions, a universal, state-o -the art technology

or desalination has not yet been developed. One othe most promising new approaches to desalinizationis reverse osmosis, a membrane technology thatmakes use o pressure or heat to push water through asemipermeable purifcation membrane. How ever, thisremoves many o the ions essential or plant growth.

One of the major challenges forfood production is the availability offresh water to supply crop irrigation.Scarcity and growing water demandsfor industrial and domestic usagehave resulted in a decline of availablewater for agricultural usage. Antennaeexamines technology developmentsin desalination as a potential savior ofboth the environment and overall cost toagriculture, manufacturers and society.

TECHNOLOGY

Above:Irrigation plant


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Energy and cost saving fundamental

Companies have already begun to pilot and commercializecost e ective models or desalinization. As easible, cost/ volume-advantageous solutions become closer to reality,they will have the potential to address water managementacross a variety o needs, including agriculture.

Based in Los Angeles, NanoH2O is commercializingan e fcient membrane material or high per ormancereverse osmosis, based on nanostructured materials.The thin-flm nanocomposite (TFN) membrane leveragesindustry-proven polymer technology. The propertieso the enhanced membrane can be altered to improvepermeability, resist ouling, and fne-tuned to address avariety o water chemistries, essential or a global audience.It is estimated that desalinization plants retroftted withNanoH2O membrane would save up to 20% in energycosts or increase their water production by 70%, thelatter being a much better sustainable alternative.

Thermo-Ionic (Saltworks Technologies) also claims to be a

breakthrough technology. The process uses proprietary ionexchange membranes. The system works by evaporatingsalt water to air, creating a hyper-salty solution, andharnessing the energy o that solution in order to power thedesalting device. As the evaporation process requires low-grade heat, it can be powered by solar energy, or the wasteheat generated by industrial processes. This technologycan operate in standalone mode, or can be coupled withreverse osmosis or increased reshwater production.

One recent e ort geared to reducing the cost o desalinationhas been spearheaded by Oasys (Osmotic ApplicationSystems), a Yale University spino . The proprietaryEngineered Osmosis (EO) plat orm eatures sustainable

solutions based on orward osmosis technology. As waterpassively ows rom a dilute region to a more concentratedregion, the result is signifcant cost saving in energy usuallyneeded to drive reverse osmosis desalination processes.

Implementation o this technology within the Oasys setupreduces the energy required to puri y water by 90% incomparison to conventional desalination systems.

What the future holds

As research moves orward low cost, sustainabledesalinization technologies will advance rom pilot tocommercial scale. It is likely that they will become widelyimplemented or a variety o uses, including agriculturalneeds. The addition o a renewable solar energy sourceto power advanced desalination technologies could alsoprovide an additional sustainable twist or our agriculturalwater needs. This appears a sensible technology conjoining,especially considering markets with an abundance o sunalso tend to su er rom low resh water resources.

For further insight, to have your say, or to

start a discussion contact Irina ShiyanovskayaPh.D, Technology and Business IntelligenceDirector at [email protected]

France, UK, China, Canada,USA and India have all

witnessed falls of between3% and 7% of availablefreshwater resources

aBoUt water


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The water ootprint is a similar concept to a CO2 ootprint. It calculates the amounto water needed or everyday uses and products. For instance, 1kg o bee actuallyrequires nearly 16,000 litres (4,300 gallons) to produce, through eeding the cowto getting the bee onto your plate. A tea takes 35 litres (9.2 gallons), includinggrowing the tea plant, through manu acturing to then ending in your cup.

Source: Water Footprint Network, UN and UNICEF

The water usage changes country by country, region by region. However, it also changesdramatically rom low to middle income countries and those in the high income bracket. Usageshi ts rom over 80% dedicated to agricultural use in low income countries to 30% or less in highvalue market. Import o ood and the development o primary and secondary industries meanswater priorities shi t as a market develops. As emerging markets such as India, China, Vietnam,Indonesia and Brazil will all see water usage change signifcantly over the next 20 years.

Source: World Health Organization, UNESCO and Water Footprint Network

16,000LITRES

35 LITRES

7 LITRES

x

ThE WATER WE UsE... ...ANd ThE WoRLd WE LiVE iN


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19 | 20

All:Micro uidic systems

the sUpplychaInOPPORT NITIES INFOOD SAFET

Micro uidic systems arrive on to the food scene

A undamental emerging technology that could revolutionizethe ood testing process is multi-purpose micro uidicsystems or portable or in-line ood analysis. Originally,micro uidic systems have been developed or biomedicaland pharmaceutical applications with a plethora omicro uidic devices with varying geometries, selectivity,sensitivity and unctionality. Recently, research e orts havebeen ocused on the development o micro uidic devices

or ood applications, a sensible move considering thepackaged ood industry is worth nearly US$2 trillion a year.

These systems can signifcantly reduce detectionlimits, speed up the testing process, and per ormmultiplexing analysis (or multiple analyzes in one test).Micro uidic devices operate with small sample sizes

and have dimensions down to micrometer range. Thisenables e fciency through the supply chain as it frstlyreduces time spent on testing and secondly reduces theamount needed to test, importantly limiting wastage tomanu acturers and the society at large. In addition, theother major beneft is portability and simplicity o use thatallows or quality testing during ood processing, storage,and transportation. This is a huge step orward and hasthe potential to provide signifcant savings to agriculture,manu acturers, consumers and the environment.

As the food supply chain g ets increasinglycomplex, it poses serious challengesfor food safety and quality across theentire industry. The development ofefficient testing and analytical toolsapplicable to different food matriceswhilst sensitive to the broad rangeof ingredients and pathogens is acritical factor not just for sustainabilityand consumer confidence. Antennaeanalyzes the emerging technologies infood quality control and the future ofthe supply chain from field to plate.

TECHNOLOGY

Recently, research effortshave been focused on thedevelopment of microfluidicdevices for food applications,a sensible move consideringthe packaged foodindustry is worth nearly

US$2 trillion a year

N o .53ANTENNAE 2011 NewEdge Consulting Limited


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There are some limiting actors to the commercializationo micro uidic devices in ood industry. The technologydoes depend on the development and improvement omultiple device components, including micropumps,mixers, biosensors, and microvalves, as well as theintegration o these components on a microchip.However, with enough desire shown by the oodindustry, and pressure or a more accountablemanu acturing process put on it by governments andconsumers, this investment barrier can be overcome.

Introduction o portable or in-line testing devices will allow

sophisticated testing within the ood supply. The beneftsare signifcant, reduction o costs and overall waste to theoods industry and society as a whole. Food manu acturers

and producers should closely ollow the developmento biosensors, nanomaterials, and micro abrication thatwill be critical or go to market micro uidic devices.

For further insight, to have your say, or tostart a discussion contact Irina ShiyanovskayaPh.D, Technology and Business IntelligenceDirector at [email protected]

The benefits aresignificant, reduction ofcosts and overall waste to the foods industry andsociety as a whole

The pioneers opening up food safety

Scientists rom Harvard University, with unding romthe Bill & Melinda Gates Foundation, have developeda new plat orm designed or ASSURED (A ordable,Sensitive, Specifc, User- riendly, Rapid, Robust,Equipment ree, and Deliverable to end-user) diagnosticassays. The interesting aspect o this technology isthat you can potentially outsource testing, a hugestep orward or both developing markets and SMEswith limited unds to spend on ood sa ety testing.

ASSURED is based on micro uidic paper-basedanalytical devices and combine micro uidics with thesimplicity o diagnostic strip tests. Quantitative detectiono analytes is possible by capturing a light re ected

rom analytes using a simple phone camera. In orderto interpret the data, digital images can be sent to aremote laboratory that will text message back results. Thedevice was initially developed as point-o -care medicaldiagnostic device or developing countries but hasalso shown a promising potential or both industry andconsumers in the agriculture, water and ood markets.

Researchers in the Alcala University (Spain) demonstrateda novel lab-on-chip technology that integrates an

electrokinetic magnetic bead-based electrochermicalimmunoassay in a micro uidic device or testing in ant

oods. The technology combines analytical powero micro uidic devices with the high recognition andsensitivity o antigen-antibody interaction. This workdemonstrated that micro uidic chips could serve asa new bio-sensing plat orm or reliable detection overy low levels o the mycotoxins in in ant oods.

Another potential within ood testing was shown in acollaborative work (Universities o Alcala and Alicantein Spain). Researchers proved that capillary chips with

electrochemical detection could serve as a viable highlyselective micro uidic plat orm or detection o naturalantioxidants in oods, which could degrade over time.

Likely commercialization path

Micro uidic systems represent an emerging trend in theood industry. The opportunity is all too evident as the

technology can o er low cost, high throughput lab-on-chipanalytical devices with capacity o high selective recognitiono multiple target molecules in complex ood matrices.Multiple proo -o -concept research activities demonstratedviability o micro uidics or ood testing and analysis.

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Leafy greens

363 outbreaks 13,568 cases o illnessLea y greens account or 24% o all outbreaksin the FDA top 10 with contamination occurringpotentially anywhere the ood items are consumed

Eggs

352 outbreaks 11,163 cases o illnessEggs are responsible or high numbers opeople contracting salmonella with the majorityo outbreaks occurring in restaurants

Tuna

268 outbreaks 2,341 cases o illnessScombroid was the most common cause oillness linked with tuna, where the fsh was likelynot preserved or re rigerated adequately

Oysters

132 outbreaks 3,409 cases o illnessIllness caused by oysters can o ten be attributed tothe gathering o oysters rom waters contaminatedwith Norovirus, which can cause gastroenteritis

Potatoes

108 outbreaks 3,659 cases o illnessIllness rom potatoes is o ten caused when they areincluded in potato salad where other ingredients

can contaminate them with their pathogens

Cheese

83 outbreaks 2,761 cases o illnessCheese can o ten become contaminated duringthe early stage o production, with salmonellabeing the most common illness contracted

Ice-cream

74 outbreaks 2,594 cases o illness Almost hal o ice-cream outbreaks occurredin the home where it is likely that undercookedeggs were used during the making process

Tomatoes

31 outbreaks 3,292 cases o illnessSalmonella can enter tomato plants throughnumerous avenues and once inside it is di fcultto remove without cooking the tomato

Sprouts

31 outbreaks 2,022 cases o illnessRaw or undercooked sprouts have beenrecognised as a source o oodborne illness

or over a decade, with the main cause ocontamination occurring in the seed

Berries

25 outbreaks 3,397 cases o illnessThe main outbreaks o illness romberries in the US have been caused by

contamination at the country o origin

the Us Most DangeroUs fooDs

Source: The 10 riskiest oods regulated by the US FDA



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The global rise in oil pricesis impacting consumers and

businesses alike. As a result brandsare now having to reevaluatetheir value chain, and findalternatives to fossil fuel basedtransportation and materials. Thesealternatives have the potential todecrease costs while boostingtheir sustainability credentials.


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FoodmiLEsPLANES, TRAINS,bOATS ANDA TOMObILES

Getting food from a farm gateto a consumers plate is a complexbusiness, requiring an increasinglydiverse product range. Even witha drive for more sustainable foodsources in developed markets,food miles are still going to beon the rise globally with Asiasemerging class responsible forthe growth. Antennae highlightsthe green alternatives that maychange the transport foot print toa more sustainable alternative.

The truth about travel

Transporting goods rom ar afeld usually

requires boats or airplanes, however evenwith a growth o the global ood marketan estimated 80% o all ood miles aregenerated in the national market. Road beinga key source o the route to market or FMCGproducts. Within the G8 markets (Canada,France, Germany, Italy, Japan, Russia, UK andUSA) the main transport used or logisticallybringing goods to market is road. The onlymarkets that di er rom the norm are Canada,Russia and the USA. These large markets,geographically, mean that rail has traditionallybeen used as a route to market or goods.

Green road alternatives: Platoons

In markets where road is still king, socialresponsibility permeates both the consumerand corporation. In Europe, this has leaddirectly to technology-based innovation.

Sa e Road Trains or the Environment (SARTRE) aEuropean Commission unded initiative is lookinginto developing road trains (or platoons) alongside Volvo. The project addresses environment,sa ety and congestion and is currently ocusedon private transportation. Initial testing in July

suggests the energy saving rom this technologycould be 20% on uel costs. With 855 billiontones o goods transported in France, Germany,Italy and UK by road alone in 2010, it may beonly a matter o time be ore platoons o trucksbecome the norm. I it works success ully it couldbe potentially adopted across other marketswithin the G8 and urther afeld to the G20.

Green road alternatives: Biofuels

Oil prices hikes are combining with socialresponsibility in developed markets anddrive technology innovations in uel.

80% of allfood miles aregenerated in thenational mar et

All:Sa e Road Trains

or the Environmentproject (SARTRE).

www.sartre-project.eu


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There is now an ever-increasing portion othe worlds agricultural corps being diverted

or bio uels. Developed countries are passinglegislation mandating greater use o non- ossil

uels, but so too are emerging powerhouses likeChina and Brazil as they seek new sources oenergy. All the top 10 global bio uel consumptionmarkets have increased consumption over thepast 5 years. The UK, Canada and France leadthe way in growth terms increasing by 3-12 times.

According the International Energy Agency

by 2050, bio uels could provide 27% o totaltransport uel and contribute in particular to thereplacement o diesel, kerosene and jet uel. Theprojected use o bio uels could avoid around2.1 gigatonnes o CO2 emissions per year whenproduced sustainably. Bio uels availability,governmental drive and a want to reduce oodmiles are likely to all combine moving orward.

The futures bright, the future is green

In terms o sustainability and ood milesimpact on getting our ood rom feld to plate,transport is a major target. Manu actures need

to urther consider transport and its impact onconsumptions C02 ootprint and the CSR playthey can put orward to their customers. Somecompanies have already taken the frst babysteps along this route. Just look at UPS whonow use electric vehicles in cities to deliverpackages, or Coca-Cola branded Glaceauelectric vans they used as part o a launchcampaign. It can be done and the ood industryis likely to ollow suit over the next ew years.

For further insight, to have your say,

or to start a discussion contact SimonMaddrell, Antennae Research Directorat [email protected]

The S consumed 33million tonnes of iofuelsin 2010. This is the samevolume the rest of the top10 markets combined

Le t:UPS hybriddelivery truck

www.ups.com

Source: orld ban , International Energy Agency



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REUsE,REcycLE,REcLAimTHE ORLDS bI ESTbRANDS ARE DRI INPACkA IN INNO ATIONS

Reduce, reuse, recycle it wasthe simple mantra that markedthe mainstream arrival of theenvironmental movement, and

it still stands true today as oneof the easiest focus that brandsand consumers alike can have tohelp save the planet. Packagingcontinues to be one of themain environmental concernsconsumers have, and as a resultis top on the agenda for someof the worlds leading brands.This is highlighted by the green war being waged currentlybetween Coca-Cola and Pepsi.

Brands take responsibility

In the UK, Coca-Cola is developing newsystems to ensure that uture bottles oCoke are more sustainable than those today.They have launched a multi-pack promotion,o ering consumers a recycling box. Coca-ColaEnterprises (CCE) recycling director PatrickMcGuirk said this is one example where wecan inspire behavior change in the kitchen,ensure we have enough bottles to eed our

acility and turbocharge recycling in Britainand bring it into line with more advancedprocesses already in place throughout Western

Europe. This initiative ollows CCEs investmentin a purpose-built recycling acility enablingthem to reach their target o including 25% orecycled PET in all its plastic bottles in time

or the Olympic games in London 2012.

Coca-Cola is not only looking at improving thesustainability o their packaging, but also o theirin-store displays. Currently on trial across theUS are a amily o 100% recyclable merchandisedisplay racks or use in grocery and conveniencestores. They have been designed to communicatesustainability to shoppers, with material fnishesthat emphasize the recyclability o the racks,by exposing much o the original cardboard.

The Give it Back racks are part o aclosed-loop retail equipment programwhere Coca-Cola creates recyclable in-store merchandise racks and then recovers,reuses and / or recycles the displays.

Coca-Cola recovered 400 million pounds ocans and bottles in the US in 2010, yet wewant to do more, said Gary Wygant, VicePresident, Business Development, Coca-ColaRecycling. By creating a 100% recyclablemerchandise display rack, Coca-Cola is askinggrocery and convenience stores to join oursustainability e orts by returning or recycling

our racks, just like we ask consumers toreturn or recycle our product packaging.

According to Bruce Karas, Director, Sustainabilityand Environment, Coca-Cola Re reshments,these new racks are a great example o how wecan fnd innovative ways to make our equipmentboth sustainable and part o the shoppingexperience. With the Gibe it Back rack, werehelping people eel good about their purchasingdecisions as we work toward our overallsustainability goals. It is also hoped that the rackwill remind consumers to recycle the packaging

rom Coke products theyve purchased.

Inspiring behavioral change

Earlier this year, as a way o leveraging socialinteraction to motivate consumers to care

or the environment, Coca-Cola installedover 100,000 recycling bins all over Israel,with each placed onto Facebooks Placessystems, encouraging consumers to check-in every time they recycled a bottle.

While in the US last year, Pepsi installed DreamMachine recycling kiosk, o ering incentives toconsumers or dropping o their empty cansand bottles. Rewards include branded baseballcaps, discounted PepsiCo products and movie

by creating a 100%

recycla le merchandisedisplay rac , Coca-Colais asking grocery andconvenience stores to

join our sustainabilityefforts y returning orrecycling our rac s, justli e we as consumersto return or recycle ourproduct pac aging

Le t:Pepsi 100% plantbased bottle

www.pepsico.com

Below:Odwalla plantbottle

www.odwalla.com/plantbottle


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tickets, with a donation also made to charity.Pepsi hope this initiative will help to increasetheir bottle return rate rom the current 34% to50% by 2018. In the capital, Washington DC, atotal o 363 recycling bins have been installed,o ering a convenient and rewarding recyclingoption or people while they are on-the-go.Jeremy Cage, Senior Vice President o Innovationand Insights at PepsiCo and head o the DreamMachine recycling initiative, commented, We areconfdent that we can help provoke behavioralchange by making recycling more convenient,and we encourage others to join us as we striveto make positive change or our planet.

Moving away from oil based packaging

Earlier this year Coca-Cola launched aPlantBottle, which is made rom 30%sugarcane, with the rest made rom recycledplastic. They are also collaborating with Heinzto enable them to produce ketchup bottles

partially made rom plants. Whereas earlierthis month in Brazil, Nestle began usingnew caps made rom sugarcane plastic ortheir Ninho and Molico UHT milk brands.

Pepsi is also looking to reduce its relianceon oil-based plastics, looking to develop theworlds frst PET bottles made rom 100%plant-based materials to be launched in 2012.In order not to impact ood supplies, Pepsi arelooking to source by-products rom its oodbusiness or plastics, such as orange peels,potato peels and oat hulls. Using their own by-

products presents Pepsi with a unique businessmodel via a closed loop system, which greatlyreduces the companys reliance on suppliers.

Recycled plastic bottles are not only beingused by the major brands to be turned backinto bottles, but the material is also beingrecovered and used to create new products,such as apparel. Since the 2010 World CupNike have been making sports apparel romrecycled bottles, whilst Pharrell Williams BionicYarn company supply material to some o theleading ashion houses including Timberland,Moncler, Gap and Mountain Hardware.

Sustainable initiatives are a win win

As consumers are more likely to purchaseproducts in sustainable packaging, and then eelgood about the environmental impacts o theirpurchases we can expect brands and retailersalike continue to innovate with new packaging

processes, materials, communications andbusiness models. In our throwaway societythere are multiple opportunities or companiesto leverage the power o their brands and utilizetheir expertise by helping retailers, governmentsand consumers to trans orm reduction,recycling, and reusing around the world.

For further insight, to have your say,or to start a discussion contactRichard Walzer, Design Strategist [email protected]

According to research by the Hartman

Group, more than 70% ofshoppers consider sustainability whenmaking a purchase (Hartman Group)

Coca-Cola recovered 400 million pounds of cans and bottles inthe U.S. in 2010 (Coca-Cola)

Coca-Cola expects to use 5 billion PlantBottle packages in 2011 (Coca-Cola)

Sainsburys reduced the weight of

its own-brand packaging by 7% , or12,000 tonnes, in 2010 (Sainsburys)

National recycling rates for TetraPak cartons leapt from zero in

2002 to nearly 13% in 2010Tetra Pak, Mission Impossible)

Only 12 % of public spaces inthe US are equipped with recyclingreceptacles (Keep America Beautiful)

75% of what we buy is trashin six months (TBWA)

40% of all household wastein the UK is now being recycled(Local Government Association)

Danone Activias new PLA yogurtpackaging will improve the carbon

footprint of its brand by 25% and will use 43% less fossilresources (LCA Institute for Energyand Environmental Ressearch)

In our throwaway society thereare multiple opportunities forcompanies to leverage the powerof their brands and utilize theirexpertise y helping retailers,governments and consumers totransform reduction, recycling,and reusing around the world


Top:Coca-Colas recyclablemerchandisedisplay racks

www.thecoca-colacompany.com

Middle:Coca-Colas Give ItBack campaign

www.thecoca-colacompany.com

Bottom:Pepsis Dream Machine

www.pepsico.com


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33 | 34

www.greenbottle.com

Plastic bottles, and particularly those or milk, are one o the largestculprits o illing land ills. Over 18 billion rigid plastic containers wereused or milk globally last year. With the US going through over 6billion, which was equal to th e entire consumption in Western Europe.

GreenBottle is a bottle that comes in two parts a sturdypapier-mch shell and a small inner plastic lining to keepthe milk resh. This allows consumers to rip out the plasticlining and then recycle or compost the papier-mch.

Whilst each plastic milk bottle takes around 500 years todecompose, the GreenBottle takes only approximately iveweeks to decompose. Also, it can be recycled up to seventimes whereas plastic bottles can only be recycled once. Anindependent li ecycle analysis o the GreenBottle ound it had acarbon ootprint 48% lower than that o a standard milk bottle.

Each day, 15 million plastic bottles are used in the UK and mosto this ends up in land ill. The GreenBottle is now being soldin the UK by Asda supermarkets (owned by Wal-Mart). In the

uture we can expect the same bottle to be also used to packagean array o other liquids, such as juices, water, shampoos,hand creams, liquid detergents and even engine oils.

GreenB ttle


I you collect all the plastic milk bottles used every week inthe UK it would ill the Royal Albert Hall (GreenBottle)

Plastic can take up to 500 years to decompose (Recycling Guide)

On average, every household uses 500 plastic bottleseach year, o which just 130 are recycled (Recoup)

11% o household waste is plastic, 40% o which is plastic bottles (Recoup)

Only 2.5% o plastic bottles are presently recycled inthe whole o Europe (Recycling Solutions)


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Sustainability increasingly influencesour purchasing decisions. It is

spreading from not only theproducts we buy, but now towhere we choose to buy themas well. Opportunities exist forretailers and the service industryto implement successful initiatives,which will inevitably increase footfallby targeting the fast emergingsustainable consumer base.


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FAsT FoodGoEs GREENTHE RISE OF S STAINAbLERESTA RANTS

Consumers are beginningto expect brands to be betterfor the planet, and in thefoodservice industry brandshave the opportunity to notonly attract consumers byimplementing sustainableinitiatives but also directly improvetheir profitability by reducingreliance on the utilities grid.

Why the industry needs to go green

Fast ood is big business with over US$500billion generated last year, with North Americathe largest consuming region with a 40% valueshare. However, times are changing, by 2015 Asiawill have overtaken North America as the largestvalue region. Rising health and sustainabilityconcerns will mean developed regions growthwill be limited to 1-2% over the next fve years.

Companies and brands will need to innovate andappear more sustainable to maintain share withinthe overall consumer oodservice landscape.

New restaurants formats

In April, KFC opened an eco- riendly restaurantin Indianapolis that reduces energy and waterconsumption by 25%. This latest restaurantis part o their E3 initiative, which looks ateconomically responsible ways o savingenergy and being environmentally aware.Roger McClendon, Chie SustainabilityO fcer or Yum! Brands, Inc., parent company

o KFC Corporation is quoted as sayingKFC has a responsibility to our customers,employees and shareholders to be orwardthinking and intentional in our environmentalsustainability vision. This project is part o ourglobal environmental stewardship e orts.

The Indianapolis restaurant eatures energy-e fcient cooking equipment, long-li e LEDlighting, and high e fciency heating, cooling andventilation. It reuses energy to heat hot water,has a lighting control system that maximizesthe use o natural light, and incorporatesautomated energy management and monitoring.

The restaurant is smaller than traditional KFCrestaurants in order to save materials andenergy. It was constructed rom locally sourcedmaterials, and recycled content was used orthe countertops, oor tiles, wall coverings andinsulation. The outside o the building is alsosustainably designed with parking pre erences

or hybrid vehicles, and a water drip irrigationsystem, which conserves water, or theindigenous owers and shrubs that were planted.

Last year in Waghausel, Germany, Burger Kingalso opened a new restaurant to test innovativegreen technologies. It is powered by wind andsolar power, halving the restaurants reliance onthe grid and reducing CO2 emissions by 120metric tons annually. Over 720 photovoltaicmodules and a wind turbine at the restaurantsupply a third o its total electricity, whilsta rainwater reclamation system has beeninstalled or landscape irrigation. Like the KFC inIndianapolis, they hope to attract ecoconscious

consumers with the inclusion o parking orelectric vehicles. The car park includes asolar-powered vehicle charging station.

Beyond fast food and beyond the building

In Londons ultra trendy Shoreditch restaurantsare taking sustainability one-step urther. TheWaterhouse not only uses solar panels orelectricity and water heating, but they alsoflter and bottle water on site, use a wormeryto turn ood waste into compost, and onlyuse locally sourced seasonal produce.Moreover, their social responsibility

All:KFCs new greenrestaurant inIndianapolis

www.k c.com


20/23


goes urther, providing training opportunitiesor locals looking or careers in ood.

In the US, there are also pioneer restaurantsleading sustainability revolution. NearWashingtons Penn Quarter, Poste ModerneBrasserie has an on-site organic garden as wellas an on-site water fltration system, allowingthe restaurant to serve both carbonatedand still purifed water without the need

or branded water and the signifcant C02transport ootprint that comes with it.

They also only source sustainable sea ood,ensuring they purchase ingredients romreputable suppliers. In terms o the ood theycook whole animals and cutting down on waste,with consumers able to eat dishes such as pigcheeks, liver and kidneys. This is an emergingtrend or restaurants in the US and UK, howeverthe practice is well established in parts oSouthern Europe as well as South East Asia.

Whilst any ood waste is composted and allcooking oil is fltered and donated to EndlessSummer Harvest who use it to heat their

greenhouses in winter. In addition, they hosta weekly market to market dinner, wherethey take small groups on an excursion tothe nearby armers market and then preparea meal back at the restaurant with theirpurchases, showing their guests how easy it isto cook with things they buy at the market.

Fast food chains have some catching up to do

Its great that ast ood restaurants are improvingthe sustainability o the buildings they operatein, but as you can see they still have a longway to go and need to make their ood moresustainable. This will mean a greater commitmentin terms o capital investment, but a greaterbeneft to the environment as a whole.


Its great that fast foodrestaurants are improving thesustaina ility of the uildingsthey operate in, ut as youcan see they still have a longway to go and need to maketheir food more sustainable


Top:Poste Moderne Brasserie

www.postebrasserie.com

Bottom right:Burger King restaurantin Waghausel, Germany

www.burgerking.de


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sUsTAiNABLERETAiLiNGRETAIL LOOkS O TSIDEFOOD SO RCIN FORS STAINAbLE OPTIONS

It is not only restaurants thatare looking to improve theirsustainable footprint within thecontext of field to plate, butretailers are driving sustainableinitiatives to cut costs in a highlycompetitive industry, while

hoping to attract an emergingcustomer base into their stores.

Cost saving and price sensitivitydrives innovation

The Fresh & Easy supermarkets, acrossthe US, have been built on the premise obeing kind to the environment. They aim tooperate in simple and e fcient stores, therebykeeping costs down and in turn helping theircustomers save money on their groceries.

This month the Fresh & Easy NeighborhoodMarket on Glendale Avenue in Phoenix becameits eleventh solar-powered store. The chainoperates over 177-stores nationwide. Thesystems will produce 746,000 kilowatt-hours(kWh) o electricity annually, providing about20% o the stores energy needs. This is theequivalent to reducing 26 million pounds ogreenhouse gas emissions, or eliminating 1.5million miles driven by cars every year. Whilein other stores with solar panels installed areeven more e fcient. In Arizona, they providemore than a third o the stores energy needs.

Each o the stores eatures an in-store displaythat reports real-time solar energy production.They also provide a live eed o the solar panelsenergy output that can be viewed 24-hours-a-

day on its website. This sys tem not only presentsthe stores eco credentials, but also works toeducate customers, demonstrating how they candecrease their own impact on the environment.

In the UK, Waitroses new supermarket (Bracknell)explores even more sustainable initiatives,becoming the frst in the country to have a wood-chip energy centre to generate electricity, heating,hot water and cooling. The store will also havea green roo , covered in plants to attract insectsand birds. The store will also incorporate sunlighttubes to supply natural light across the store.

In Australia, the Peoples Choice Credit Unionhas adopted environmentally sustainabledesign principles in their new store concept.The stores have not only been built withnatural, reclaimed and renewable materials,but also materials that reduce in cleaning andmaintenance costs. Furthermore, the unusualstores o er a range o unexpected surpriseo erings, including allowing customers toborrow items or ree, ranging rom a green bagto a bike in high-tra fcked urban branches.

In Italy, the Replay Store in Florence hastaken green retail to the extreme with aunique design that has an ecological themeinspired by the undergrowth o a temperate

orest that can withstand the conditions o anindoor environment. Nestled between reshgreenery, the products seem to be part onature and explore its quintessence. The storeleads in sustainable design, using natural airconditioning and geothermal heating systems,while bring lit by LED lighting, the storeexplores a new way o thinking about retail.

What retail brings to thesustainable supply chain

We can expect to see more stores that havea respect or nature, as energy costs rise wecan expect more brands to save money whileimproving their eco-credentials by improving thee fciency o their buildings. As sustainability and

social responsibility moves higher up the agendawe can expect brands to not only develop greenbuildings, but also develop holistically greeno erings that provide new orms o serviceand support the communities they are in.


e can expect to seemore stores that have arespect for nature, andas energy costs rise more

rands will try to savemoney while improving

their eco-credentials


Le t:The Replay Store,Florence

www.replay.it

Below:The Peoples ChoiceCredit Union, Australia

www.peopleschoicecu.com.au


22/23


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What are the barriers, risks, threats and return on investment?

Our Antennae Consulting Group is designed to take trends, insights and businessintelligence to the next level. To provide you and your business with actionableand tangible solutions that can be applied to both your uture planning and internalprocesses. We help identi y our clients challenges and fnd solutions by. Uncovering the big market opportunities Creating opportunity roadmaps and product li ecycles to anticipate change Helping you navigate via trends immersion workshops Accelerating the understanding o the impact o trends Identi ying the customer, trend and insight bundles to drive growth

We design every project to address specifc concerns and ambitions o yourorganization by working as your creative growth partner. We help clients achieveand maintain leadership positions through the anticipation o change, the navigation

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From Field to Plate

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