Birds Eye pledges to drive more sustainability awareness

Birds Eye has launched a company-wide sustainability plan, called “Forever Food”, pledging to only sell responsibly sourced food and promising to drive consumer awareness of more sustainable and healthy choices.

The five-year plan sets out Birds Eye’s approach to “ensure its consumers have responsibly sourced food to eat, forever” and has been developed with a diverse range of organisations and suppliers including WWF, the Marine Stewardship Council, the Food and Drink Federation and The Prince’s Countryside Fund which launches on the 22nd July.

It will be supported by an ongoing marketing campaign to include digital, PR and on-pack activity beginning with the release of new food packs later this month.

The plan covers all raw materials and manufacturing sites, as well as third party suppliers and lays out a series of commitments including reducing water consumption used in manufacturing by 20% by 2020 and reducing CO2 emissions by 30% by 2020.

Birds Eye says also pledges to send zero waste to landfill from UK operations by 2015, reduce packaging by 15% by 2012 and source 100% of wild and farmed fish from certified fisheries by 2012.

Martin Glenn, chief executive of Birds Eye Iglo Group, says: “As a business, we always aim to do what’s best: best for consumers, best for the business and best for the world around us. By engaging our people, industry colleagues, suppliers and consumers in ’Forever Food’, we aim to bring them with us on the journey to understand and find solutions to the challenges we all face, in order that we have quality and responsibly sourced food to eat – forever.”

Birds Eye’s current marketing campaign aims at highlighting its commitment to 100% quality across the Birds Eye portfolio.

Last week, rival Unilever’s vice president of marketing for food, Paul Nevett, spoke at Marketing Week Live! calling on marketers to make it easy for consumers to make sustainable choices.

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