Communicating climate action advantage for food and beverage brands

The food and beverage industry is on the frontlines of climate impact. Food systems, including farming, processing, transport, packaging, and retail, account for approximately one-quarter of global greenhouse gas (GHG) emissions.

Clearly there is an urgent need for change. It’s also critically important for brands to effectively communicate their climate action efforts to consumers, investors, and the broader industry.

In this article we’ll explore the how and why behind communicating climate action advantage.

Take action worth talking about

Before you can communicate your climate action, you must first take meaningful steps to reduce your carbon footprint. This process begins with data collection and analysis. Without a clear understanding of where you stand today, it’s impossible to set realistic goals or measure progress.

The most tangible way to improve your climate footprint is to:

Measure your baseline emissions
Identify areas for improvement
Take forward-looking action

These actions might include:

Swapping high-impact ingredients for more sustainable alternatives
Choosing packaging that uses less material or incorporates recycled content
Engaging with suppliers to reduce emissions throughout the supply chain
Optimising transportation and logistics to minimise fuel consumption
Implementing energy-efficient technologies in production facilities

By taking concrete, data-driven actions, you create a foundation of authentic sustainability efforts that are worth talking about.

Communicate effectively

While consumers increasingly want to know about brands’ sustainability initiatives, many companies shy away from discussing their efforts out of fear of being accused of greenwashing. This deliberate downplaying of sustainability efforts, known as “greenhushing,” can be equally harmful.

Communicating climate action serves several important purposes:

It raises awareness about climate issues and potential solutions
It inspires other companies to take similar actions
It encourages collaborative efforts across the industry
It helps consumers make informed choices

The key to avoiding greenwashing while still effectively communicating your efforts lies in transparency, specificity, and context.

💡 Need help in navigating the directives and regulations about greenwashing? Read our blog posts to get started.

Get specific

Vague phrases like “climate-conscious,” “environmentally-friendly,” or “good for the planet” do little to convey your actual efforts or impact. In fact, the EU’s Empowering Consumers Directive, often referred to as the “greenwashing directive,” prohibits such unsubstantiated environmental claims. Instead, focus your narrative on specific actions and measurable outcomes.

For example, instead of saying “We’re committed to sustainability,” you might say:

“By switching from plastic to recycled paper packaging, we’ve reduced our product’s carbon footprint by 15%, which equates to saving X tons of CO2 emissions annually.”

“Through partnerships with local farmers implementing regenerative agriculture practices, we’ve decreased the carbon footprint of our wheat sourcing by 20% over the past two years.”

These specific claims provide concrete information about your actions and their impact, giving consumers a clear picture of your commitment.

Provide context

Climate change is a massive, complex issue. For many, it’s difficult to conceptualise the problem. Most data points don’t mean much without context, which is why food and beverage brands should frame their outcomes in a way that people can easily understand or visualise.

For instance:

“Our transition to 100% renewable energy in our production facilities has reduced our annual carbon emissions by 10,000 tons. That’s equivalent to the yearly emissions of 2,000 passenger vehicles.”

“By swapping dairy milk for oat milk in our chocolate, we’ve reduced its carbon footprint by 30%. Considering the average number of chocolates we sell each year, this reduction is comparable to planting 1,500 trees and letting them grow for 10 years.”

These comparisons help put your efforts into perspective, making the impact more tangible for your audience.

Use your sustainability benefits to educate

Communicating your climate action provides an opportunity to educate your customers about what it truly means for food and beverage brands to be sustainable. Go beyond simply stating your actions and their environmental impact – explain why these efforts matter and how they benefit the consumer.

For example, when announcing a switch to organic ingredients, you might explain:

This approach helps consumers understand the broader implications of your sustainability efforts and how they align with their own values and concerns.

“Our shift to organic farming practices not only reduces our carbon footprint but also promotes biodiversity, improves soil health, and results in products free from synthetic pesticides and fertilisers. This means a healthier planet and potentially healthier products for you and your family.”

This approach helps consumers understand the broader implications of your sustainability efforts and how they align with their own values and concerns.

Why is this so important?

Effectively communicating your climate action is crucial for several reasons:

Consumers are demanding more sustainable food and beverage choices. Three out of five European consumers consider climate impact when buying food, and 76% of consumers in Europe are looking for carbon labels to help them make more sustainable choices. Younger generations, in particular, weigh sustainability heavily in their purchasing decisions.

Investor expectations are shifting. Investors are increasingly making decisions based on a company’s Environmental, Social, and Governance (ESG) maturity. Effectively communicating climate action means also highlighting the positive commercial impact that stems from these efforts, such as improved resource efficiency or increased consumer loyalty.

Communicating climate action advantage will help to future-proof the industry. As carbon pricing becomes more prevalent, a thorough understanding of emissions will be indispensable for cost prediction and management. Companies that proactively address and communicate their climate impact will be better positioned to navigate future regulatory changes and market shifts.

Effectively communicating climate action is a competitive advantage

Companies are looking for products that will help them reduce their carbon footprint. Communicating your climate action in concrete and specific ways can position your brand as a leader in sustainability and help your products stand out on crowded shelves.

To leverage this advantage, you need reliable data to tell your carbon story accurately and in a compelling way. CarbonCloud has the data you need to understand your climate impact, lessen your carbon footprint, and communicate your efforts to your audience.

Ready to start effectively communicating your climate action? Contact CarbonCloud today to get the data you need to tell your carbon story.