One of the biggest forms of transparency that consumers want is a look inside a company’s sustainability efforts. Previously, packaging companies relied on retailers and brands to deliver messaging about waste, recycling and circularity. But now, under pressure from NGOs and other groups to reduce waste, the packaging industry is having to address consumers directly.
During the recent romaine lettuce E. coli outbreak, the CDC web-site page for E. Coli got 2 million page views. The month before that, it had gotten just 125,000.
As consumers demand more information about the origin and authenticity of the products they consume, farsighted brands seek to reach new levels of transparency.
Consumers are demanding more and more to know exactly what is in the foods they are eating. To evolve with this trend, Mondelēz International has just launched a new app that gives consumers quick access to this information and was one of the first companies to sign on to the SmartLabel initiative with the Grocery Manufacturers Association (GMA) following its initial launch.