Sustainability is becoming increasingly relevant in restaurateurs’ and retailers’ day-to-day operations. Why is that, Lena?
Among consumers, awareness of environmental and social issues that are connected with sustainable development is growing all the time. They have changed their consumer behaviour and expectations, and perhaps even the way they live their lives – at home, while shopping and in restaurants. Despite this, or possibly for the very reason that it is so ubiquitous, food is one area where the desire to act responsibly is particularly noticeable. Consumers want a ‘good feeling’ about what they consume, and for their meals to reflect their attitude as well. But they need guidance. Food companies must adapt to these realities – in the interest of customer satisfaction, and thus their own business success, but also for the good of the environment. When they become more sustainable, they enhance their image with their customer base and also create opportunities to gain new customers. They offer added value and differentiate themselves from the competition.