utz marketing webinar traceability draft€¦ · second webinar in our utz marketing webinar...

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This reference handout is based on a live webinar given by Marlene Höning, Customer Marketing Manager at UTZ Certified. It includes slides from the second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document UTZ webinar Trust & Traceability June 2015 For questions, please contact us at [email protected]

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Page 1: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

This reference handout is based on a live webinar given by Marlene Höning, Customer Marketing Manager at UTZ Certified. It includes slides from the second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 2: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Today’s webinar is called “Trust & Traceability”. While this is quite a big word and a rather technical term, it also have different meanings to people. The little word ‘trust’ on the other hand is a lot more meaningful to the majority of us. What does trust mean for your brand? What does it mean to you? Why should I, as a consumer, trust your brand? Building trust and creating brand loyalty is surely something you aim for in your daily job. But how do you actually do that?

Today, we want to show you what great potential your partnership with UTZ holds when it comes to trust and traceability.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 3: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

We have invited a guest speaker who is an expert in purposeful marketing. Leontine Gast, from the marketing agency The Terrace, explains how traceability can be translated for consumers and how it can positively influence your brand.

Leontine Gast:Yes, and I will take you through the thinking we have at The Terrace. We are a strategy agency for positive change and we assist companies in their strategies to make the world a better place and aim to find ways todo that in their markets.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 4: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

I would like to ask you to go through the grand challenges of our time, as depicted here, See if there are challenges that your brand could actuallysolve.

The reason that I show you these challenges, is that it reminds you whyyou are doing what you are doing. In fact, the reasons why brands aim tofind a purpose, is that they want to address one or some of the challenges that are depicted here. Do you already have one of these challenges in your mind?

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 5: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Nevertheless, besides the challenges, I also believe that there are greatbusiness opportunities out there. With regards to technology andinnovation, we see that more is possible than ever before. Besides, we see that social implementation is important for addressing both local andglobal challenges. The question of course is how to actually do that.

Well, in the middle, you see the area where a trusted brand can make the difference. There, a brand can make sure that technology addressesglobal and local challenges, through social implementation.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 6: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

However, a challenge here is that when you look in a retailers’ shelves, or go to an electronics shop, or even when you have to buy a car… You seethat branding today is full of same-ness. And same-ness means thatnowadays, it is very difficult for brands to differentiate themselves.

But differentiation is crucial to actually attract the attention of yourpublic. The quality of many products, also their technical quality, comevery close together. Therefore, it is very difficult to actuallydifferentiate… But you have to! Because, if you don’t, you will end up in the ocean of same-ness and people don’t see the reason to buy yourproduct.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 7: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

And there’s proof for that. Last week, I was attending an event of Unilever. They report back to their stakeholders on their sustainability efforts every year. There is one thing I heard there what I found particularly interesting for you today. It is a statement of Unilever’s vice president of marketing in the Benelux, who states clearly: “Brands with a purpose outperform standard brands again.” So this isn’t a coincidence, but something that is seen year after year.

And that, I reckon very interesting and I hope you share that opinion. If you see that there’s a world of same-ness, and you see that brands with a purpose outperform standard brands, then you hopefully think about your own brand as well – how you can outperform yourself.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 8: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Transparency is one of the means. Let’s dig a little bit into transparencyand how that relates to purpose and trust. I believe that transparency is actually crucial for system change. The reason for that is that when youdon’t know what you are doing, where your product is coming from andwhat your supply chain looks like, it is very difficult to make a difference.

But more than that, transparency builds trust. And we all know that trust builds consumer loyalty. Through consumer loyalty, you will achievebrand love. And being loved is nowadays very, very important. So I hope that you, by attending this webinar, reflect on your own activities in the field of transparency.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 9: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

And you know, transparency is even more crucial than ever before. That is because consumers are changing, especially the group better known as millennials. They are very much looking for a trusted brand. For them, a trusted brand is a brand that shares its values. In other words, that brand differentiates itself through goodness.This generation is keen on information – transparency - and they want to know more about you, your product and its values. They rather ask: “What’s in it for we?”, instead of “What’s in it for me?”. Moreover, they want brands to contribute to and take care of our planet.

My question for you is, do you really understand the millennials and their request for purposeful marketing?

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 10: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Now, let’s make all of this information a little bit alive by looking at concrete examples of how brands incorporate this transparency andpurposeful marketing in their brand communication.

We have got two examples to share, one out of the fashion industry andone out of the food industry.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 11: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

First, Levi’s, a jeans brand. I’m sure you are familiar with them. Theirjourney for transparency and purposeful marketing started in 2007, whenthey performed a life cycle analysis. The aim of this analysis was to gaininsight in the environmental impact of one of their products.

They looked into three elements, being carbon dioxide emissions, water and energy. From those elements, they chose water as their main focus to make a difference. Not just in their own supply chain, but all the way through to consumer behavior.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 12: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

If you visit the Levi’s website, you see that they are running a campaign that is called ‘Made of Progress’. This campaign refers to their focus on water and their efforts to minimize the use of water throughout their supply chain.

The reason they can do that, is that they started with transparency a long time ago. They know how to make it relevant to their own supply chain as well as to consumers. Levi’s really takes it from the cotton – where their products are made of – all the way through to consumers, who receive instructions for taking care of their jeans while minimizing water usage.

A very inspiring example, as I see it.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 13: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

The next example is this video, of Innocent smoothies. The reason I show this, is that Innocent is very close to their brand values in communicating about their supply chain.

I hope that my part of this webinar are inspiring to you. Please think about what transparency and trust can do for your brand.

To see the video, go to: https://www.youtube.com/watch?v=LeXgxN24loc

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 14: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Marlene:

Thank you very much Leontine, for these insights.

Adding purpose for your band is obviously easier said than done. However, the good news is that your company is already “doing the right thing”! You source UTZ certified coffee, cocoa or tea for some, or even all, of your products. Your company takes responsibility and invests in sustainability. That’s great.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 15: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Maybe you now think: “Yes, that’s great. But my consumers don’t reallycare about these things.” But are you sure that they really don’t care, or maybe they just don’t understand?

Recent research shows that ‘64% of consumers will ignore a company’sCSR message alltogether if they use terms they don’t understand.’ Andyou can’t blame them. The term sustainability means different things todifferent people. Moreover, for most consumers, coffee, cocoa or tea farming is a concept that is very far away.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 16: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

At least, I didn’t know what a cocoa pod looked like before I startedworking for UTZ. Let alone I knew about the farming methods and whythese needed to become more sustainable. So, simply communicatingabout your sustainable sourcing efforts is not enough.

Traceability can be a way to bring sustainability closer to yourconsumers. The long way coffee, cocoa and tea has traveled form farm to shelf is to a large extent unknown for most of them. Most people don’teven know where coffee, cocoa or tea is grown or how it is harvested. Traceability makes the supply chain more transparent and thereforemore tangible for the consumer. It bridges the gap and therebystrengthens the trust in your brand.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 17: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Traceability can be a way to bring sustainability closer to yourconsumers. The long way coffee, cocoa and tea has traveled form farm to shelf is to a large extent unknown for most of them. Most people don’teven know where coffee, cocoa or tea is grown or how it is harvested.

Traceability makes the supply chain more transparent and thereforemore tangible for the consumer. It bridges the gap and therebystrengthens the trust in your brand.

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Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 18: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Let’s start at the beginning. What does traceability mean for the farmer? This clip is a concrete example from the field to show you where traceability starts.

It all starts with record keeping at farm level. This enables the farmer to make better decisions because activities on the farm are more transparent. And from then onwards, the products are tracked and traced throughout our traceability system, the Good Inside Portal. It offers the assurance that the products you buy stem from sustainable sources.

To see the video, go to: https://www.youtube.com/watch?v=gqZ5cyStGTs

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 19: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

As I mentioned earlier, our job is to connect the field with the market, and to make the producer more visible for the consumer.

The producer map on www.utzcertified.org is one of our tools to make this connection. It’s linked to the traceability system and shows in real time all coffee, cocoa and tea farmers that are currently UTZ certified in 37 countries around the world. You can see the name and location of the farm and in some cases, personal stores from the farmers.

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Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 20: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Moving from field to market we also have a brands page on the UTZ website where consumers can filter per country and product, to find which brands in the world offer UTZ certified products. The UTZ logo can now be found in 135 countries worldwide. Thanks to you.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 21: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

I would now like to show you how some of these brands have integrated the traceability element into their communication.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 22: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Here, we see an example of on-pack communication. This chocolate manufacturer, De Ruijter, has successfully implemented traceability into their communication. The image on the back of the pack demonstrates the cocoa supply chain in a nutshell and visualizes the long way that cocoa has travelled before it ends up in the chocolate. In this case, on your sandwich.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 23: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

The QR code links to a 60 second clip that brings the farmer closer to the consumer. See for yourself. This film is free of charge for you and available for coffee and cocoa in several languages.

Good to know is that if you source cocoa, mass balance does not stand in the way of using this clip. The only thing you cannot do is refer to the cocoa inside your chocolate. However, you can emphasize the fact that your brand is doing the right thing and takes responsibility by buying sustainable cocoa. If you are not sure about the difference between mass balance and segregation check out the video or the infographic, available in our Media Center. Or simply get in touch.

To see the video, go to: https://www.youtube.com/watch?v=t4dFMMexmEg

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 24: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Another beautiful example to bring sustainable cocoa farming closer to consumers is this ad from the leading Norwegian chocolate company Nidar.

The headline says “Chocolate with a heart” and in the copy the consumer learns about cocoa farming in West Africa and how the lives of farmers and their families have improved through certification. They also use the QR code with the clip behind that I showed earlier.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 25: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Another way to integrate traceability is setting up a tracer. This tool is only available to you if you source via the traceability level “Identify preserved” or IP.

The tracer tool is a web-based application which allows consumers to trace the origin of their product. Consumers can go online, enter the EAN code or best before date and then will receive a list of producers with a personal story behind.

This example is by the German coffee roaster Dallmayr. They have set up a tracer for 3 different coffee products. Kilimanjaro, Gran Verde and Neiva.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 26: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

The second tracer example is a cocoa tracer from IKEA. They source all their coffee and cocoa as UTZ certified, as a way to show their consumers that they care about people and the planet. At the time, IKEA is the only one with a cocoa tracer because most companies source cocoa via the mass balance system.

For both Dallmayr and IKEA, the URL is always communicated on-pack and/or online.

In our marketing newsletter of the 10th of June, you can read an interview with IKEA about the reasoning behind setting up the tracer and the added value they get from it.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 27: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Next in line is another coffee example. Delica, a roaster from Switzerland, communicates the following on their website: ‘Know what you drink. We know where every single one of our coffee beans come from. This is the only way we can guarantee you the highest standards of quality in the raw ingredients that we use.’

As you see, they emphasize that sustainable sourcing leads to a better quality product at the end.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 28: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

I would like to conclude this sample session with another cocoa example, from one of our global partners, NESTLÉ. On the website www.nestlecocoaplan.com they communicate a lot about the origin of cocoa and the challenges the cocoa sector is facing. They show videos from cocoa farmers and write blogs about people working in the field. A great way to bring the farmer closer to the consumer, be transparent about the issues they are facing and progress they are making.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 29: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

We hope you are you all inspired and enthusiastic now about communicating about your sustainability efforts. Let me now show you the tools we have available for you. We have a one-stop shop for all your communication materials: the Marketing Toolkit.

This might look familiar to some of you from our previous campaign “Communicating positive impact”. Those materials are still available for you. In the course of the next few weeks we will keep adding more materials specifically around the topic of traceability.

Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 30: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

We have infographics highlighting facts & figures from the tea program, farmer stories and more infographics showing how easy it is for the consumer to do the right thing. By simply enjoying your products they contribute to a better life for farmers around the world. Then there is more information about the QR code as well as the materials explaining the difference between mass balance and segregation. Next to the toolkit we do have a Media Center with hundreds of photos and videos from the field that you as our partner can use free of charge.

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Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 31: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

After all, we are doing this for you, so please let us know what you need. Your feedback is very important to us so that we can improve our services to you.

We, that’s the customer marketing team, are here to support you. We are happy to think along together with you how best to integrate traceability into your communication. We have now reached the end of this webinar and I am happy to answer any questions you might have. Please contact us via [email protected].

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Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]

Page 32: UTZ Marketing Webinar Traceability DRAFT€¦ · second webinar in our UTZ marketing webinar series, along with notes of the spoken text shared during the event. Reference document

Many thanks for reading through this reference document, based on the webinar hosted by Marlene Höning (UTZ Certified) on the 10th of June2015.

In case you have any questions, please get in touch via [email protected].

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Reference document UTZ webinar Trust & Traceability June 2015

For questions, please contact us at [email protected]