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Lookup NU author(s): Malcolm Brennan
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Issues associated with environmental protection and climate change have come increasingly to the fore in the mind of the consumer and have prompted a response by the food and drinks industry. In this paper I will examine the consumer’s story in the ethical food market and use a case study to investigate one pro-active response within the food and drinks industry. The UK’s ethical food market is dominated by sales of organic food. However, the sales of fair trade, welfare friendly and other ethically produced products have also been growing rapidly. In total, the market for ethical food in 2006 was estimated to be worth £2,155 million. Although the market is relatively small, work has been undertaken to breakdown and segment ethical consumers. Claiming to be green is not sufficient to satisfy consumer expectations and verifiable action is expected. Innocent Smoothies are an example of a response to the change in ethical drivers and put into practice strong ethical and environmental values throughout their corporate, social and charitable activities. Action by all stakeholders in the food chain is needed to promote and support more ethical consumption and business practices.
Author(s): Brennan M
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: Association of Applied Biologists - Greening the Food Chain Part 1 - In Aspects of Applied Biology
Year of Conference: 2008
Number of Volumes: 101
Publisher: Association of Applied Biologists
Series Editor(s): Dr Elizebeth Stockdale
