SUSTAINABILITY IN FMCG: BOOSTING TRANSPARENCY AND ACCOUNTABILITY Hassan Rmaile, VP / GM at Avery Dennison Label and Graphic Materials EMEA, discusses the role of transparency and accountability when delivering on FMCG sustainability promises as well as the role of the Covid-19 crisis in accelerating this.
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is important for brands to be able to hold themselves accountable on their sustainability pledges, and businesses like Avery Dennison, which are upstream in the value chain, can play an important role in facilitating this. Arguably the biggest and most impactful trend in the food and beverage industry is the demand for greater transparency from brands by their customers. Conscious consumers want to know and understand what ingredients are in their food, as well as where it came from and what its environmental footprint is. The need for transparency has been galvanized by the rapid spread of the coronavirus, which showed just how quickly change can be implemented
if the need arises. Surveys say that 70% of people think that trusting a brand is more important now than it was in the past. From sourcing sustainable packaging materials to using labels to list ingredients, recycling guidelines, and using RFID labels to collect data that helps regulate supply chains, materials will be key in unlocking transparency for consumers and brands alike. Transparency brings consumers increased visibility, safety and education, and provides businesses with unprecedented control over their supply chains and environmental footprint. Avery Dennison is enabling brands to be transparent both through providing sustainable labels and packaging materials as well as traceability through RFID technology. Packaging Europe | 49 |
