Are you brave enough to take a stand?

Being brave can be terrifying: standing up for what you believe in, exposing yourself to the danger of being laughed at and criticized… That is why, when we support our clients to build a brave brand, we always start with a small but incredibly important step: creating a safe space to take a stand.

Brave starts small

A great way to encourage people to be brave is through the “Take a stand” icebreaker. We often use this exercise in our workshops or stakeholder dialogues, with the goal to support a safe conversation, where people open up to each other and feel comfortable to show what they stand for.

We get the room off their seats, clear the space and place colored dots on the floor. Green stands for “I totally agree” and red for “I totally disagree”; everything in the middle is an imaginative spectrum. The most important step is carefully preparing and selecting provocative statements. We present the statements one by one and participants physically move along the spectrum to the spot that best fits their own stand. The moderator of the session moves around the room and asks people to share why they have chosen this position. This often leads to an interesting exchange of different arguments. After a few statements the group starts feeling comfortable to take a stand. The atmosphere is set for the rest of the session.

Taking a stand is easier than it seems

What often gets in our way when we want to be brave is that annoying voice in our head: “What if I’m not right? Will they judge me? What if I fail?”

As it turns out, what goes wrong here is that we focus too much on ourselves – on our own feelings and what others might think about us. But if we picture any of our childhood heroes or role models, one thing they most probably all have in common is their focus on something bigger than themselves. They have a purpose in life: from saving the world from evil villains, to extinguishing fires and rescuing kittens.

The big secret: don’t be selfish

So, shifting your focus to the outside might help you to be more brave and courageous, not only to take a stand, but to turn this stand into decisive action that makes real positive impact.

Brave Brands on the rise

Self-focused people might survive; self-focused companies won’t. Increasingly they are in the spotlights, with nowhere to hide. Brands can no longer afford to simply focus on selling; they are expected to solve real problems for their consumers and society as a whole.

A large brand report by Nielsen (2015) – where 30,000 consumers in 60 countries around the world were interviewed, shows that 66% of consumers would spend more on a product if it came from a sustainable brand. For millennials this percentage is even higher. Moreover, according to Horizon Media’s Finger on the Pulse study, 81% of millennials expect companies to publicly commit to sustainability.

More and more brands take these expectations seriously. For example Ben & Jerry’s (Unilever), an ice cream company that takes a stand on issues as peace building, refugees, climate justice and the LGBT community. Another great example is DSM, a food and materials multinational company that strives to contribute to the Sustainable Development Goals for zero hunger and affordable and clean energy for all. And have you heard of Tony’s Chocolonely? A Dutch company that sells delicious chocolate bars as a means to fight slavery in the cocoa industry.

What do these brands all have in common? They all focus on something bigger than themselves; they show bravery; they make bold decisions that are guided by a bigger vision; they have clear purpose of making meaningful, positive impact.

Bravery pays off

In a recent interview in the FD newspaper, Unilever Europe’s president Hanneke Faber reveals that Unilever’s brands that take a stand grow 46% faster than the rest of the company. In the US, Ben & Jerry's market share is now more than 35%! “By taking a clear position you might antagonize some customers,” says Faber “but the rest become your fans, and that pays off.”

So let’s start encouraging brave

Research carried out for the Brave Brand Rankings shows that brave companies are more likely to be innovative, have great work environments with supportive managers and engaged employees and have organizational structures that promote cooperation and break down barriers.

To encourage bravery we need to create safe spaces where people dare to take a stand; no matter which stand they take. Our tip: start small and encourage bravery around you. Why don’t you try out our “Take a stand” icebreaker during your next team meeting? You can download more detailed instructions here.

After practicing in your team meeting, have your brand take a stand. What is your positive impact? What is your purpose? How can you ensure everyone in the company is aware of that purpose and prepared to fight for it?

You can find out in these cases how we have helped some of our clients to take a stand: Ecover-Method “Brand strategy for the people against dirty”; Dopper “Crystal clear positioning for crystal clear water”; and Nutricia “Define the societal relevance of a baby food company”.

Ready for your next brave step? Sign up for our Brand Purpose Training. Or just pop in our office for a cup of coffee!


Tony's Chocolonely: Raising the chocolate bar for industry change

For years, I’ve been supporting chocolate – and change – maker Tony’s Chocolonely to create their annual report. My kids and my colleagues love that I work for them. Because I always return from meetings with their yummy chocolate in funky flavors. Their bars are a treat, but what inspires me most to work with them is their commitment to creating positive change in the industry. Here’s my take on their key ingredients for positive change!

Crazy people raising the (chocolate) bar

Positive change usually starts with frustration about an issue plus people crazy enough to doing something about it. And this ccompany started just like that. Investigative journalists were shocked to find out how much child labor and slavery there is involved in nearly all chocolate. In 2006, in an attempt to prove that it could be done, they produced 5000 bars of slavery-free chocolate. As this first batch sold out in just a few hours, they turned the experiment into a company.  The company tagline says it all: “Crazy about chocolate, serious about people.”

Partners towards a common goal

A shift to more sustainable business practices is needed at all steps along the chain. From cocoa farmers, chocolate companies and governments, to retailers and consumers. The people at Tony’s understand they cannot transform the cocoa industry by themselves. Tony’s therefore developed a roadmap towards its mission: “Together we make chocolate 100% slave-free”.

The roadmap engages five key actors in the industry to work towards this common goal:

  • Strengthen farmers to increase their income
  • Engage the largest companies in the industry to take action in their supply chains
  • Encourage retailers to leverage their buying power
  • Push governments to adopt and enforce legislation
  • Enable chocofans to raise awareness and spread the message

Scaling up for real movement

To really engage partners along the cocoa chain, Tony’s knows there needs to be a business case every step of the way. Its own story and success provide lots of inspiration to get different parties to act.

At the launch event for its 17/18 annual report that scale became very clear:

  • Over 5,000 farmers benefit from the special premium Tony’s pays, nearly 1,000 farmers are involved in awareness-raising activities to prevent unwanted child labor and slavery;
  • The Netherlands’ largest retailer Albert Heijn announcedit will use Tony’s principles of cooperation for 100% slave-free chocolate for its very successful private label chocolate brand Delicata. World leading chocolate manufacturer Barry Callebaut supports the change process;
  • 5,000 chocofans joined the party, over 8,500 people support Tony’s mission as Serious Friends;
  • And the brand became the market leader in the Netherlands with a market share of 19%. Net revenue grew by 23% to nearly € 45 million and a net profit margin of 4.5%.

Relentless ambition for chocolate and change

Nice numbers for a company that produced its first bar of chocolate just 12 years ago… But they know there’s still a lot of work to be done. Therefore, Team Tony’s continues to work – and party – very hard to increase its own impact by expanding the business to other countries and continuing to drive collaboration in partnership with many others.


It’s official: The Terrace is a B Corp! Time for celebration

What do The Terrace, Tony’s Chocolonely, Triodos Bank, Ben & Jerry's, Patagonia and Dopper have in common? We are all companies that are B Corp certified! At The Terrace we are extremely happy with this new status.

But what is a B Corp?

B Corp is an abbreviation for Benefit Corporation. The B Corp certification was set up in 2006 by the American non-profit organisation B Lab. The goal of B Corp is to redefine success in business by not only focussing on profit but also focussing on making a positive impact on the environment and society. In other words: ‘Using business as a force for good'.

Why did The Terrace become a B Corp?

The Terrace has always had the DNA of a B Corp. We were founded with the aim to help companies and organisations realize positive change. We have been doing this for eleven years already, through sustainability strategies and reports, branding, communication and stakeholder engagement. Our ambition is to inspire and activate brands and consumers to make better and more sustainable choices.

Leontine Gast (Founding partner & Managing director): ''I believe that B Corp provides an important framework for implementing positive change throughout the entire business. Moreover, it offers a network of like-minded companies with which we can take faster and larger steps towards a meaningful economy.''

B Corp doesn’t just evaluate a product or service; it assesses the overall positive impact of the company behind it. How sustainable are we really? After all, a good world starts with yourself.

That is why, in order to become a B Corp, you have to go through a strict 'impact assessment' with many questions about five key impact areas of governance, workers, community, environment and customers. We score the most points with our impact on the (local) community and workers, check our online B Impact Report for all the scores. To actually obtain the B Corp Certification, you have to score at least 80 out of 200 points. This seems easy, but it is not! Try it yourself by filling in the Impact Assessment for free.

No time to waste!

Once you are officially a B Corp it doesn’t mean you can sit back and relax. Every year, all B Corp certified companies have to prove again how much impact they make. The movement is rapidly growing which means it is currently very busy at the B Corp offices. And that’s great news! Currently there are 2655 Benefit Corporations in 60 countries around the world. In the Netherlands, there are already 66 B Corp certified organisations. Join in and be the change!


Millennials and Corporate Social Responsibility: the perfect match?

On 25 June we were guests at Friesland Campina to give a workshop for ICA (Inter Company Association), an association for young professionals from the fifty top employers in the Netherlands. The theme of the evening was the responsibility of companies for their impact on society, in other words: Corporate Social Responsibility (CSR). More than forty employees (millennials) from companies such as FrieslandCampina, a.s.r, ASML, VolkerWessels, Aegon, Randstad, Tennet, Aon, Arcadis, Eiffel, Royal HaskoningDHV and EY participated in our workshop "CSR Essentials".

CSR, the new normal for companies

Nowadays at almost every large company you can find a CSR-report on the website. Initiatives such as B-corps, The Shared Value Initiative and The Circle Economy are growing every day and help companies to deal positive with the impact they have on society and the environment. In short, CSR is indispensable for most companies.

The importance of CSR was also confirmed by the young professionals who all agreed that companies have a responsibility for their impact on the world. But on the question whether their company itself is active in the field of CSR, other answers were given. For example, 20% of the people in the room felt that their company was totally inactive in the area of CSR. As many as 52.5% of the people indicated that their company is active but not active enough. And only 27.5% people can proudly say: my company is super active!

How do millennials choose their employer?

Research from the Reputation Institute Benelux shows that 'Innovation' and 'CSR' account for more than 55% of the 'drivers' of a company's reputation. But do the young professionals of today also choose for an employer with a high CSR standard?

An European study by YoungCapital in collaboration with the University of Utrecht shows that millennials increasingly choose a fun job with a modal salary over boring work with a top salary. What stands out in the research is that CSR's policy falls outside the top three of what young people consider as the most important when choosing an employer. learning new things, the salary and clear expectations of the employer all go above the performance on CSR. Still 58% of Dutch respondents say CSR is an important subject for choosing a job

How green is the 'green generation'?

The millennials are sometimes called the 'green generation'. But is this title true? Research from Milieu Centraal shows that in practice this is very disappointing. A reason for this is the insufficient knowledge and motivation to make the right sustainable choices.

During the workshop we ask the question whether the young professionals have sufficient knowledge about CSR. More than half said they miss knowledge! Often the millennials are interested in CSR but they have a lack of sufficient knowledge to ensure that CSR comes on the agenda of their business. We believe that more knowledge can lead to a perfect match between CSR and millennials!

CSR something  for  you?

CSR  Essentials workshop is  for  (young) professionals  who  are passionate  about  making a  positive  impact (just  like  us!), and  want  to learn  more  about how  to  get started  with  CSR in  your  organization. This  is  the perfect  workshop  if you:

  • Want to  get  smart on  the  basics of  CSR
  • Area  board  member, manager  or  employee of  a  company that  is  not yet  very  active on  CSR  and you  want  to drive  the  change
  • Areworking  at  a company  that’s  already doing  a  lot with  CSR  and you  want  to get  in  on the  action!

Are you interested in a CSR training? Send an  e-mail to  hello@theterrace.nl and we’ll  get  in touch  with  you ASAP.


Co-creation session for a sustainable pension fund, BrightPensioen

Last May 24th, during the Bright Future event of PrightPensioen, we facilitated a co-creation session for Bright's members. We brainstormed on creative interpretations for the future of this sustainable pension fund. With a lot of post-its and an interactive app, the most innovative ideas came about. The results tasted like more co-creation!

Co-creation for sustainable business

The aim of the brainstorming session was to think together about the question: "How can Bright accelerate its member growth in to be able to pay out its members as quickly as possible?" The majority of the attendees were convinced that Bright could reach its ten thousand membership goal by the end of 2019. But... how?

The sky is the limit

In the first brainstorm round 'the sky is the limit' we invited the participants to think big, to dream. They had to imagine that they had all means at their disposal, from infinite money to the latest technologies. Fantastic and creative ideas came up. For example, one group suggested that all new members should be taken to a tropical island as a reward for their memberships. Another great idea was building an escape room where one can only get out when one has discovered which is the best pension fund to become a member at.

Back to earth

Inspired by these creative but not always realistic ideas, it was time to land some thoughts. Two 'sky is the limit' ideas could be chosen for the next round 'Back on Earth'. How can these ideas be realised with a 'normal' amount of resources? The projects and initiatives became more and more concrete. Members that had the idea of starting to give local workshops to attract new members. Opening a child pension account. Teaching lessons about pension funds at schools. Reward members with shares when they attract a new member.

Way forward

There are three main themes that Bright decided to further develop as a result of our session:

  • Member get member: "How can we reward our existing participants for their ambassadorship? After all, we prefer to spend our marketing budget on our existing participants."
  • "How do we attract more self-employed to get a pension? And especially: how do we influence procrastination?"
  • Bright customer portal. "We would like to make our member portal better, more beautiful and more customer-friendly."

Now the remaining question is: how would you tackle these challenges?


What sustainability leaders can learn from treasure hunters

Is sustainability leadership like a treasure hunt? Initially, I didn't think so, as these two concepts have different characteristics. Treasures generally don't move, while sustainability is an ever-moving target. Treasures are usually quite tangible and concrete, making it easier to express what you're looking for than when stating sustainability as a goal. And while both require an investment of time, willpower, and other resources, the treasure hunt usually benefits just a few, while sustainability strives to benefit many. Find out in this flog what sustainability leaders can learn from treasure hunters. On March 15, I attended Sustainable Talent's Sustainable MBA in One Day. When Mondo Leone, the guide for the day, was introduced as a treasure hunter, I was quite skeptical. But after a day at the Interface Awarehouse with a diverse group of people, I must admit there were great learnings to be captured from his treasure hunt. Some he listed at the end of the day, others developed over time in my mind. So here they are:

Explore for treasure

There are so many sides to sustainability. Use your curiosity to explore which topics are most relevant to your organization. The program highlighted the Sustainable Development Goals, Kate Raworth's Doughnut Economics, and the circular economy as sources to explore. Emerging technologies could also provide inspiration for areas to explore. One key caution: always start from why. If you don't know what your why is (at the personal and organizational level), then applying your curiosity to search for treasure won't be very useful.

Act for positive change

Organizations (re)act differently to the sustainability challenge. They can be either, inactive, reactive, active or pro-active, according to the model presented by Rob van Tilburg, one of the authors of the book Managing the Transition to a Sustainable Enterprise. Just like in a treasure hunt, nothing happens until someone takes action. Various models were provided to create strategies and action plans, including inspiring guidance on how to drive change by Peter Senge and an overview of the seven roles of sustainability managers.

Fail fast

"Adventure is uncertain", said our guide for the day in his closing comments, "so prepare for failure." Several of the other speakers also highlighted failure as a key step along the way. We simply don't have the time to develop the one and only perfect solution. They, therefore, urged us to test different ideas at a small scale. And then to fail fast and learn from these failures to scale up the stronger ideas. And to share those learnings, within the organization and with peers in other organizations.

Collaborate for sustainable impact

Today's societal challenges are too complex to be solved by just one person or even one company. Therefore, collaboration is a key factor to succeed. The treasure hunter not only engaged many to fund the project but also engaged many people to contribute their expertise. Peter Senge highlighted that successful collaboration depends on the goal setting; finding a balance between the big, stretch aspirational goal and the practical, immediate goals that give people a sense of fulfillment along the way. He also highlighted the importance of relationships, trust, and empathy. Without these, collaboration is usually a waste of time as people are then unwilling to yield their own short-term interests to the larger, shared, long-term interest.

Celebrate your treasure

With many people involved and short-term goals in place, there are many ways to celebrate achievements and learnings along the way. The treasure hunter celebrated the outcomes of his expedition with his partners and funders. Sustainability leaders celebrate milestones along the journey of integrating sustainability into the strategy. And at the end of the "Sustainable MBA in One Day" workshop? We threw our graduation caps up in the air and toasted to all we learned and the people we met!


Shared learning and action to reduce plastic waste

On Tuesday, May 23, 2017, The Terrace hosted a diverse group of people to talk about plastic waste and the circular economy. The evening kicked off with an interview with Leontine Gast, founder of The Terrace, followed by a roundtable discussion on plastic waste in our lives, led by Nelmara Arbex, CEO of Arbex & Company.

The past and future of plastic

Leontine Gast is an expert on bringing purpose to business. At this event, she was interviewed by her colleague Marjolein Baghuis. Leontine has worked in sustainability for over two decades, including ten years as the founder and managing director of The Terrace, the agency for positive change. She has contributed to a more circular economy through her work with companies and other types of organizations. Her top tips from that experience regarding plastic waste target both users and producers of products that contain plastics. Consumers need to be much more aware; once they really understand what they are buying, they will make different choices. Producers need to continue to pioneer solutions and share their learnings. Not just solutions related to waste streams, but also as early as product design; i.e. with design for disassembly such as Ahrend’s vision on office furniture. For the years ahead, one of Leontine's dreams is that we’ll find a way to consume and produce less stuff – and better stuff – including a reduction in the amount of plastic we create. Other dreams include the transition to renewable energy and a switch to a more plant-based diet.

Sharing issues and questions on plastic waste

After the interview, Nelmara Arbex led a roundtable discussion on plastic in our lives. We all agreed that there is a role for plastic is our lives (to protect food, to store cosmetics, etc), but that its use had really gotten out of hand. For all of us, our awareness of the plastic problem started with an eye-opening moment. Bananas individually wrapped in plastic, bottled water in countries with excellent tap water, plastic littered beaches, a shampoo bottle in the middle of the jungle. But also by simply separating plastic from the other household waste, and being shocked that this was more than half of our waste. We shared our ways to avoid plastic waste as much as possible, such as:

  • Bring your own bags to the supermarket, even for fresh produce;
  • Carry your own reusable water bottle and coffee mug;
  • Making more food and other household items from scratch;
  • Collecting plastic waste separately;
  • Influencing peers to start recycling plastic.

We also shared the many questions we had regarding plastic. For some we found answers (in italics), others remain unanswered, such as:

  • Can biodegradable plastics be recycled with other plastics? No, please put them with your organic waste.
  • How much plastic is recycled in our city (Amsterdam) and what actually happens to it? Amsterdam's citizens collect only 8% of plastics separately. After sorting, cleaning, and shredding, recycled plastic are turned into new products like fleece sweaters, toys, furniture, and pipes.
  • Why are the ingredients for food and clothing spelled out in detail, but those for packaging nowhere to be found?
  • Where can I buy groceries without superfluous plastic packaging?
  • How to balance food waste with plastic packaging to keep it fresh longer?

Supporting behaviour change beyond rules and regulations

We also wondered what kind of regulation exists on packaging. New EU legislation is on its way, but we also realized that rules and rational information alone will not change our behavior. We need to appeal to emotions, feelings, and instincts in people to help drive change. Some of our recommendations include:

  • Teach sustainability as a topic in school at every level;
  • Make it easy and practical for consumers, retailers, and manufacturers to reduce, reuse and recycle plastics, potentially through interactive apps to support recycling or to help you find places to shop with less packaging;
  • Label products not only with calories and food content but also with a waste indicator to make people aware;
  • Leverage emotional storytelling on plastic waste to generate more awareness;
  • Ask CEOs to live without plastic for a week and to share their learnings publically;
  • Involve celebrities to make it aspirational to turn your back on today’s throwaway culture.

It was great to meet like-minded people at this event. Thank you for your active participation in the discussion Jacobien Crol, Nierika Hamaekers,  Frank Kohl, Sari Kuvaja, James Rowbotham, Kajsa Rosenblad, and Tal Ullmann. All with a strong belief that we can have an impact, each with a strong personal motivation to create positive change!

This blog was written by Marjolein Baghuis to share the outcome of the roundtable discussion on the OpenIDEO platform. It also appears on the website of Changeincontext.com. 


Join the OpenIDEO plastics circular design challenge on May 23!

Love them or hate them, plastics are everywhere around us. In fact, demand for plastics is expected to double in the next 20 years. Yet our plastics system is broken. Most plastic items are used only once before being discarded. Only 14% is recycled, meaning a loss of USD 80-120 billion per year to the global economy. One-third of all plastic packaging escapes collection systems and ends up – inadvertently or not – as litter in the environment.

If nothing changes, there will be more plastics than fish in the ocean by 2050.

So, how do we fix this? If we want to free our oceans from plastics, we have to fundamentally rethink the way we make and use plastic items so that they don’t become waste in the first place. That’s why we are inviting you as citizens, consumers, designers, scientists, entrepreneurs to find solutions that keep plastics in the economy and out of the ocean.

"Join us on Tuesday, May 23 from 5 to 7 pm at The Terrace offices in Amsterdam to explore how to reduce, reuse and recycle plastics in our personal - and professional - lives."

Around 5:30 pm, Leontine Gast, founder and managing partner of The Terrace, will kick off the event, showcasing some of the circular economy projects in which she has been involved.

We will then continue with a more personal exploration around the plastic in your life. How much plastic waste do you generate per day? How much of it are you able to reuse, recycle or upcycle? Plastic is collected separately in most of the Netherlands, but not even 50% of plastic is recycled. Why do you think that is? When you confirm that you're joining us, we'll send you a plastic waste diary to keep for a few days ahead of the event.

Nelmara Arbex (Arbex & Company) and Marjolein Baghuis (The Terrace) will facilitate the dialogue and discussion around plastics in an energizing way. At the end of the session, as a group, we'll create something to share with other people participating in this circular design challenge around the world.

 

Sign up and we'll see you there!

Sign up by sending an email to hello@theterrace.nl, so we can send you the plastic waste diary and more details. And ensure that we have plenty of drinks and snacks! We look forward to welcoming you at WG Plein 153-156, Amsterdam.

This event is a voluntary contribution to OpenIDEO, IDEO's open innovation portfolio, empowering people to design solutions to the world's toughest challenges, and working with partners around the world to bring these solutions to life. From May 18 - May 28, people around the world will be designing experiences that reimagine how we get products to people without creating plastic waste. 


Can the Netherlands lead the way in how the world eats protein?

Dutch food probably doesn’t conjure up images of very healthy eating. Lots of cheese, stroopwafels, chocolate sprinkles on bread, fried meat-based snacks and fries drowned in mayonnaise. And yet, the Netherlands might just be the country to lead the way to new eating patterns that are healthier for both people and the planet. In the past years, there have been many initiatives by the public and private sector. All working to encourage people to eat healthier with more plant-based protein. But as food patterns are probably the most deeply ingrained of all, this is no easy feat!

The complicated value(s) chain of protein

Did you know that 40% of plants grown in the world are fed to animals? Of the soy grown in the world, that percentage is even higher, 85%. The visual to the right shows the complicated and interconnected food chain for protein. It comes from the Protein Challenge 2040 by Forum for the Future. Simon Billing of Forum for the Future said: “It’s undeniable that protein is an indispensable part of the human diet, but the way we produce and consume it today presents many challenges – both in terms of global consumption patterns as well as their social, environmental and economic impacts.” It’s clear that doing a bit better on food productivity or food waste isn’t going to be enough, we really need to change the way we eat.

For centuries, the Netherlands has been leading in the area of agriculture. Perhaps not Dutch cuisine, but cows, potatoes, and cheese, as well as agricultural expertise, are important export products for the Netherlands. With many interesting initiatives underway, the Netherlands is well-placed to be a catalyst for positive change in the transition to plant-based protein.  Supported by the Dutch government and knowledge partners, a group of forward-thinking food companies joined to form the Green Protein Alliance, a coalition dedicated to progressing the protein transition. In February 2017, they launched the Green Protein Growth Plan with the objective to reduce the animal protein percentage from 63% in 2015 to 50% in 2025.

On the same day, Minister for Agriculture Martijn van Dam launched the New Food Challenge. The goal of this challenge is to increase the number of new healthy products offered in food retailers. Based on plant protein, which is not just better for people, but also better for the planet. The New Food Challenge will invest €1.8 million in product ideas from new and existing companies; ideas driving a change in eating patterns by making plant-based protein more attractive.

Furthermore, the Ministry of Foreign Affairs has convened a coalition of Dutch companies and NGOs to contribute to the global transition to more plant-based protein. What’s so interesting about this specific CSR-covenant that it is designing this relatively new sector in a sustainable way from the start. First-time-right, as opposed to various other CSR covenants, which have to reshape and redesign existing industries and therefore often raises quite some resistance from the parties with vested interests in the old systems. The international CSR-covenant for plant-based protein is expected to be signed in March 2017.

Changing the way we eat - for health and planet

Great to have so many public and private parties working together, but in the end, will we eat it? Last but not least on the list of interesting institutional initiatives is the Netherlands Nutrition Center. This government-funded institution encourages consumers to develop healthier and more sustainable eating habits and advises the food industry to produce a more sustainable range of food products. In 2015, it overhauled its food advice (the wheel of five). The key change is to reduce the intake of animal products and to include more plant-based protein.

We all know that people won't simply change their eating habits because a government agency tells them that this is better for them. The real challenge, perhaps, is fought on the high street, in the supermarkets. How do you encourage people to try new products that are better for them and the planet? Plant-based protein does not sound too tasty, so we'll have to find other ways. Amsterdam-based market research company Motivaction identified two kinds of shoppers who are more likely to buy plant-based protein products. The conscious quality shoppers want to progress to a more plant-based diet and are quite knowledgeable. To market to them, build on their existing knowledge and inspire them with real stories. The impulsive comfort shoppers are eager to try appealing new products. To market to them, make plant-based foods exciting, luxurious and easy to use. Manufacturers of plant-based protein products must know some of this already. In 2016, the market showed double-digit growth and this is just the beginning!

Top tips to contribute to the protein transition

From the varied initiatives above, it does look like the Netherlands has a reason to be a confident leader in the transition to a more plant-based diet. Here are our top tips to join the movement, wherever you're from!

  • Explain positively how plant-based protein fit into everyone's daily life. For most people, this probably will avoid the words plant-based protein, but rather focus on other benefits like health, flavor, innovation and for some, perhaps, the environment.
  • Convince clearly that plant-based protein is a healthy option for everyone.
  • Share knowledge within the sector to really progress the green protein growth plan
  • Activate together, joining forces with public and private parties, inside and outside the sector - for positive change!

Written by Leontine Gast (@theterraceNL) and Marjolein Baghuis (@mbaghuis) for The Terrace and Changeincontext.com blogs. Mostly inspired by the content of the Green Protein Alliance event held on February 16, 2017. To stay up to date on other events and The Terrace activities, please subscribe to our newsletter. 


Bioplastics: when innovation empowers abundance, La Coppa

Plastics are indispensable to our daily lives. They come in every colour and shape, light, strong, resistant, tremendously useful for every person and industry. Plastics have come to stay.

The vast majority of plastics are oil-based. Around 4% of the oil that the world uses every year goes into producing plastics. Their composition has been both its strength and its weakness. The challenges of climate change and fossil fuel scarcity are putting the plastics industry under pressure. In addition, the ever-growing and widespread plastic waste problem is no longer possible to ignore.

In this setting, bioplastics are a great alternative allowing both for high-quality performance and widespread use while having a reduced environmental impact.

Bioplastics are totally or partly made from biomass (plants), mostly corn, sugarcane or cellulose plant fibers. Although there are several varieties of bioplastics, only a few are fully made of renewable, natural resources. The 100% plant-based plastics are the only variety that at the end of their useful life will decompose into water, carbon and compost (i.e. are compostable/ biodegradable). Ideally, the decomposition will take place at an industrial facility and will be catalysed by fungi, bacteria and enzymes, leaving no toxic particles or harmful substances behind.

New materials such as PLA, PHA or starch-based materials create truly bio-compostable packaging solutions.

Closing the loop on plastics

Advanced Technology Innovations, a company that provides innovative packaging solutions for food and beverages, developed a system for coffee cups made of plant-based plastics (PLA), namely produced from the residue of sugarcane and sugar beet.

One of our clients, LaCoppa coffee adopted this innovation showing their leadership in sustainable packaging in the consumer goods industry.

The fully compostable coffee capsule can be used in espresso machines, proving that it is possible to replace petroleum-based and aluminium coffee capsules with a fully functional, more sustainable alternative that should be widely adopted.

     

Others leading the change

Many industries are already using bioplastics. Not only traditional industries, such as food packaging but also automotive, electronics and textiles. Several leading brands, such as Tetra Pak, Ecover and Danone are investing in new bioplastics solutions. Unexpected partnerships are also arising: Heinz approached Ford about possible uses for its tomato waste. Ford was already using bioplastics based on soy and coconut for its auto components, carpeting and seat fabrics; why not explore the use of ketchup bi-products to develop a more sustainable bioplastic material? Specifically, it is expected that this new bioplastic could be used in wiring brackets and material for onboard vehicle storage bins.

Work in progress

While great opportunities and fast growth await bioplastics, this is a work in progress.

For bioplastics to become a truly sustainable alternative both the industry and governments need to make technical adjustments to the current waste streams to allow for an adequate treatment of bioplastics. Otherwise these will end up in the landfill.

Engagement with the final consumer is also crucial to promote education on bioplastics and recycling. Consumers should avoid contaminating plastic waste recycling with bioplastics, as it will compromise the plastic recycling process.

Finally, in order to gain widespread support, the bioplastics industry should increasingly use food waste residues (from pineapple fibers to shrimp shells), non-food crops or cellulosic biomass, leading to decreased land-use demand by the industry. Innovative alternatives are endless.

The future of plastics

Biodegradable bioplastics are a growing niche market. According to European Bioplastics, the global bioplastics production capacity is set to grow 300% by 2018. This growth will lead to a new generation of plastics, where abundance of plastics is powered by innovation. Oh, and it is sustainable!