Sustainability insights and trends from the Colmar-Brunton Better Futures 2020 report has outlined the top concerns for New Zealand consumers in 2020, with many wanting more sustainable food choices.
The report reveals that 70 percent of Kiwis look for labels that ensure the brand is better for the environment and/or animal welfare. 67 percent said they would make eco-conscious choices even if it is more expensive.
The report also reveals that 83 percent of consumers say businesses aren’t doing enough to reduce environmental impact. They want companies, and the Government, to take leadership and incorporate sustainability.
Renowned for its sustainable efforts, the Rainforest Alliance seal (the green frog), helps New Zealand consumers make choices that are better for themselves, people and nature. The seal gives customers the reassurance that there is a certified programme that is continually enhanced.
Several NZ brands such as Whittaker’s, Red Seal tea and Ti Ora, who clearly demonstrate their commitment to sustainability, are the brands that are outperforming others.
Recently enhancing its certification programme, the Rainforest Alliance aims to support farmers and help businesses to source more sustainable agricultural products through a stronger focus on continuous improvement, transparency and shared responsibility.
The new programme introduces a range of innovations including supporting farmers to adopt climate-smart agricultural practices focusing on adaptation and resilience, and protection of more natural ecosystems, including forests, wetlands and peatlands, for more land to be protected and managed sustainably.
Director of standards and assurance at the Rainforest Alliance, Ruth Rennie, says the updated programme sets clear sustainability targets and focus investments to improve positive impacts for people and nature.
“These tools and innovations will support more resilient agriculture and help make responsible business the new normal. This is increasingly urgent in our age of climate change, biodiversity loss, and global inequality.”