How to transform food companies into future green consumers - FFT Ecology News

How to transform food companies into future green consumers

Af Ida NeergaardCommunity Project Manager

debate: Maybe you have seen your new dad in the refrigerator? Maybe you even bought it, made it, and invited your friends to eat plant-based foods? In this case, you are not alone. on the contrary. You are part of a big trend that deserves your attention. Let’s say four minutes.

Naturli launched vegetarian meal alternatives (such as “plant fathers”) successfully in record time 5% of the marketExtracted from ground beef in the Salling Group store. This green father shows a consumption trend based on diet and purchase-which naturally makes the Danish food industry behemoth enviable.As Finn Klostermann, CEO of Danish Crown Beef, saidIn an article, Crown Danish launched its own plant-based burger: “If we do not recognize the general trend that consumers eat less but have better meat, then we will end up standing in the parking lot outside the swimming pool because we are full and cannot join the .”

Klostermann is ready to spit: meat consumption is declining, and alternatives already exist. But if you are one of many companies across industries that have seen the potential to launch climate-friendly products, how would you feel? In this article, I will first describe the experience we can gain from Naturli. I will(Warning: spoiler alert) Pointed out that “Naturli” is a typical example, it is about designing products that meet consumer needs, and then ensuring that some products are introduced at a time.

Consumers are showing a new path to green initiatives

Naturli’ has developed products that meet our carnal habits and sustainable consumption needs. The chopped plant father is similar to chopped beef but consists of peas. Pipfri has the consistency of chicken but is made from peas. In this way, climate-friendly consumers get rid of the chewy sensation of a stamped, pumped fish fillet. And there are many signs that Naturli’s goals are correct.In the neighbor, I put the last sentence in a Large Nordic analysisThis graph shows how young people aged 13 to 30 in the Nordic countries are concerned about climate change, and they want to do more than they have already done to live and consume sustainably. The report appeals to political leaders and companies that want to listen to consumers. The 1,200 young people surveyed said that they have neither money nor knowledge and cannot lead a more sustainable life. According to young people, this must be a regulated, easy-to-eat and easy-to-maintain planet-political leaders and companies must make this possible by launching more sustainable products and services. The survey did not specify which specific products young people need, but pointed out that consumers in the future will choose more value-based products.

If your business wants to fully consider consumers when designing, then I suggest you go out and meet with your customers and potential customers. I can recommend the following three qualitative methods:

Ethnicity: Conduct a short interview of three to five minutes on the spot. They don’t need further preparation, they just need you to plan some questions and get out of the customer’s position with curiosity. If you are not standing on the street, but in a supermarket (or other non-public place), I suggest you report the arrival of the goods to the store manager or similar “gatekeeper” before conducting a small survey.

Take the user journey: What factors do consumers need to consider when planning meals? Who decides the dining options for families with children? When they shop on Netto or Nemlig.com, what do they choose? In short, the method is to track some consumers throughout the journey: from when they make a shopping list, until they shop, cook, sort waste along the way and eat together. Analysis models that span 5, 10, or 100 user journeys are all insights that can ensure that you can make decisions that adapt to future development based on users when you need a sustainable business.

In-depth research and design new products: If you not only want to imitate competitors’ products, but also develop new products to meet consumer needs, then you must be ahead of consumers and competitors. You need to walk into the consumer’s own home to see their lives, their value, how much cooking time they have (if you produce food) and what is missing to make them consume more sustainably. This method absolutely takes the most time, and you are a smart and intelligent surfer of the system, you have to deal with the wave of sustainable development correctly. In return, you can become a forward-looking leader, and I assure you that your customers and employees will be rewarded for this.

“If you first persuade consumers to buy green products, or eat meat-free meals once a week, then suddenly it is very different. Because this way, consumers don’t have to go to the next step, and then you and you Companies take the next step together”

Ida Neergaard, Community Project Manager

Avoid falling into the all-in-one trap

Now that you have mastered the various methods, you may need to write a sustainability strategy or release a new product. This is what we see among customers: When you start a green transformation, employees and consumers usually desire more. Getting started is not a bad idea, but you need to be careful not to start everything at once. Here, I will return to the case Naturli’.

They wisely choose to start with only a few products and then wait for consumers to receive them. It is wise to do so, because it allows the company to adjust its products according to customer needs. Their own products have no internal competitiveness; and when customers know what their brand stands for, they can expand the scope.

But perhaps most importantly, this strategy means that their potential customers will not be paralyzed by the many choices of Naturli products, so they choose meatless alternatives. Like habit, doing ordinary things requires less energy, and conversely, doing new things (such as meatless meals every week) requires more energy.

However, if you first persuade consumers to buy green products or eat a meatless meal a week, then suddenly it becomes another matter. Because in that case, for consumers, taking the next step with you and your company is not necessarily the next step.

To Ada NegardIda Neergaard is a trained anthropologist and she is the project manager of Naboskab. In Naboskab, companies and public institutions will be helped to understand their users and customers, make future-oriented decisions, and implement green behavior changes among employees, users and citizens.Learn more about the neighborhood

This article is only an expression of the author’s own position. All works submitted to KLIMANYT must comply with journalistic ethics. Debate entries can be sent to redaktion@klimanyt.dk

Af Ida NeergaardCommunity Project Manager

debate: Maybe you have seen your new dad in the refrigerator? Maybe you even bought it, made it, and invited your friends to eat plant-based foods? In this case, you are not alone. on the contrary. You are part of a big trend that deserves your attention. Let’s say four minutes.

Naturli launched vegetarian meal alternatives (such as “plant fathers”) successfully in record time 5% of the marketExtracted from ground beef in the Salling Group store. This green father shows a consumption trend based on diet and purchase-which naturally makes the Danish food industry behemoth enviable.As Finn Klostermann, CEO of Danish Crown Beef, saidIn an article, Crown Danish launched its own plant-based burger: “If we do not recognize the general trend that consumers eat less but have better meat, then we will end up standing in the parking lot outside the swimming pool because we are full and cannot join the .”

Klostermann is ready to spit: meat consumption is declining, and alternatives already exist. But if you are one of many companies across industries that have seen the potential to launch climate-friendly products, how would you feel? In this article, I will first describe the experience we can gain from Naturli. I will(Warning: spoiler alert) Pointed out that “Naturli” is a typical example, it is about designing products that meet consumer needs, and then ensuring that some products are introduced at a time.

Consumers are showing a new path to green initiatives

Naturli’ has developed products that meet our carnal habits and sustainable consumption needs. The chopped plant father is similar to chopped beef but consists of peas. Pipfri has the consistency of chicken but is made from peas. In this way, climate-friendly consumers get rid of the chewy sensation of a stamped, pumped fish fillet. And there are many signs that Naturli’s goals are correct.In the neighbor, I put the last sentence in a Large Nordic analysisThis graph shows how young people aged 13 to 30 in the Nordic countries are concerned about climate change, and they want to do more than they have already done to live and consume sustainably. The report appeals to political leaders and companies that want to listen to consumers. The 1,200 young people surveyed said that they have neither money nor knowledge and cannot lead a more sustainable life. According to young people, this must be a regulated, easy-to-eat and easy-to-maintain planet-political leaders and companies must make this possible by launching more sustainable products and services. The survey did not specify which specific products young people need, but pointed out that consumers in the future will choose more value-based products.

If your business wants to fully consider consumers when designing, then I suggest you go out and meet with your customers and potential customers. I can recommend the following three qualitative methods:

Ethnicity: Conduct a short interview of three to five minutes on the spot. They don’t need further preparation, they just need you to plan some questions and get out of the customer’s position with curiosity. If you are not standing on the street, but in a supermarket (or other non-public place), I suggest you report the arrival of the goods to the store manager or similar “gatekeeper” before conducting a small survey.

Take the user journey: What factors do consumers need to consider when planning meals? Who decides the dining options for families with children? When they shop on Netto or Nemlig.com, what do they choose? In short, the method is to track some consumers throughout the journey: from when they make a shopping list, until they shop, cook, sort waste along the way and eat together. Analysis models that span 5, 10, or 100 user journeys are all insights that can ensure that you can make decisions that adapt to future development based on users when you need a sustainable business.

In-depth research and design new products: If you not only want to imitate competitors’ products, but also develop new products to meet consumer needs, then you must be ahead of consumers and competitors. You need to walk into the consumer’s own home to see their lives, their value, how much cooking time they have (if you produce food) and what is missing to make them consume more sustainably. This method absolutely takes the most time, and you are a smart and intelligent surfer of the system, you have to deal with the wave of sustainable development correctly. In return, you can become a forward-looking leader, and I assure you that your customers and employees will be rewarded for this.

“If you first persuade consumers to buy green products, or eat meat-free meals once a week, then suddenly it is very different. Because this way, consumers don’t have to go to the next step, and then you and you Companies take the next step together”

Ida Neergaard, Community Project Manager

Avoid falling into the all-in-one trap

Now that you have mastered the various methods, you may need to write a sustainability strategy or release a new product. This is what we see among customers: When you start a green transformation, employees and consumers usually desire more. Getting started is not a bad idea, but you need to be careful not to start everything at once. Here, I will return to the case Naturli’.

They wisely choose to start with only a few products and then wait for consumers to receive them. It is wise to do so, because it allows the company to adjust its products according to customer needs. Their own products have no internal competitiveness; and when customers know what their brand stands for, they can expand the scope.

But perhaps most importantly, this strategy means that their potential customers will not be paralyzed by the many choices of Naturli products, so they choose meatless alternatives. Like habit, doing ordinary things requires less energy, and conversely, doing new things (such as meatless meals every week) requires more energy.

However, if you first persuade consumers to buy green products or eat a meatless meal a week, then suddenly it becomes another matter. Because in that case, for consumers, taking the next step with you and your company is not necessarily the next step.

To Ada NegardIda Neergaard is a trained anthropologist and she is the project manager of Naboskab. In Naboskab, companies and public institutions will be helped to understand their users and customers, make future-oriented decisions, and implement green behavior changes among employees, users and citizens.Learn more about the neighborhood

This article is only an expression of the author’s own position. All works submitted to KLIMANYT must comply with journalistic ethics. Debate entries can be sent to redaktion@klimanyt.dk