The brands they are a changing… to meet sustainability targets!

Dec 4, 2018

The brands they are a changing to meet sustainability targets!


In our recent article for European Field Marketing Partnership we discuss the recent Nielsen report  that highlights that  almost half of  Irish shoppers (48%), actively seek products with minimal packaging, while 46% actively seek recyclable packaging, and 46% are happy with products with no packaging at all. Equally, the report reveals that consumers believe it’s the retailer’s responsibility to reduce the amount of packaging used on grocery products and improve their own corporate sustainability.

At FMI we are fortunate to work with some leading global and local brands and we witness first-hand the determination and confidence with which these strategies for sustainability are being implemented.


A ‘home-grown’ brand that has launched a sustainability project, using Origin Green framework, to deliver a cleaner and greener environment. They have looked at how to make their farming methods more sustainable and they have successfully converted from 100% peat to 100% sustainable coconut coir as the growing medium of choice. They are committed to making a positive impact in everything they do, while adopting sustainability principles across all their activities.



Nespresso are dedicated to bringing you sustainably sourced coffee. From education and training, to campaigning for equality, to introducing recycling initiatives in 39 countries, with more than 14,000 collection points. They offer a recycling service to all their customers, whereby customers can take their used aluminium capsules to any Nespresso boutique, or alternatively, they can arrange for their used capsules to be collected from their homes for recycling. Nespresso are dedicated to creating greater value for society and the environment.



Essity recently committed to 100% recyclability of the company’s packaging by 2025 by joining the Ellen MacArthur Foundation’s New Plastic Economy global commitment. The Ellen MacArthur foundation was launched in 2010 to accelerate the transition to circular economy, the initiative involves a broad group of leading companies, cities, philanthropists, policy makers, academics, students, NGO’s and citizens. It is Essity’s goal to develop products and solutions for a circular society. They aim to have all solid production waste recovered and nothing sent to landfill after 2030. Their recovery rate at the end of 2017 was 62%. Their tissue products are made of renewable fresh or recycled fibres that, after use, can be used for renewable energy or compacted? Essity recently committed to 100% recyclability of the companies packaging by 2025.



The devastating effects of deforestation for palm oil procurement is the reason for the Palm Oil Action Plan created by Mondelez. It is a long term roadmap to achieve sustainable palm oil supply. By 2015 90% of palm oil sourced was traceable to the mill and 91% was purchased from suppliers with published policies that align with best practice sustainability principles. Mondelez is the first multinational consumer goods company to require suppliers to track oil sourced from 3rd party suppliers as well as from their own farms.


Implementing sustainable strategies takes a huge commitment, in terms of both time and money. These brands demonstrate that they understand the importance and need for ethical and sustainability processes and that they are willing to invest to reduce any negative impact on our environment. It’s the confidence and determination of these companies, and others like them, towards the implementation of these long term strategies that resonate with consumers and build brand loyalty. We are proud to work in partnership with them.


If you have any queries in relation to our with within the FMCG sector, please contact