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LFZH Final Presentation

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LFZH Final Presentation

  1. 1. Label for Zero Hunger Program Prepared By Cassidy Horency, Spring Koger, and Jillian Sommer
  2. 2. Program Implementation Basics • Label collaboration with the Sustainable Packaging Coalition • Informative website and engaging social media presence • School and Retail Collection Sites • Persuasive incentives for brand owners and participating organizations
  3. 3. Labels for Education: Lessons Learned What happened? • Low participation rates > Program termination • Campbell’s will continue to support schools through other alternatives What can be done? • Actively maintain social media platforms • Better incentives for younger students #LabelForZeroHunger
  4. 4. Label Design • Federal Trade Commission Regulations • Labels for Education as a model • Development of samples & consumer feedback
  5. 5. Label Samples
  6. 6. Label Placement • Collaborate with the Sustainable Packaging Coalition • Add Label for Zero Hunger to all packages already displaying the recycling instructions for Plastic Bags/Film/Wrap • Incentive to carry-out recycling directions
  7. 7. Post-Consumer Collection • Weighing the plastic vs. scanning bar codes • Trex & Novolex are possible bag recyclers • Program would donate money based on weight of collection • Roughly 100 billion plastic bags are consumed in the US per year • Less than 1% are recycled each year • If 5% are recycled • $0.01/lbs * 60000000 lbs = $600,000 • $0.005/lbs * 60000000 lbs = $300,000 • $0.001/lbs * 60000000 lbs = $60,000
  8. 8. Post-Consumer Collection - Retailers • Many retailers already have flexible packaging recycling bins • Stores weigh plastic or recycler weighs plastic • Report weight to program • Program donates money
  9. 9. Post-Consumer Collection - Schools • Send the schools the necessary tools to complete challenge • Scale, bins, etc. • PTA or staff member weighs plastic and reports to program for incentives • Person drops bags off at a participating retailer • Program donates money
  10. 10. Potential Partners • Charity Organizations • Feeding America • United Nations • Local Food Banks • Community Food Bank of New Jersey • The Food Bank for Central and Northeast Missouri • Los Angeles Regional Food Bank
  11. 11. Potential Partners • Schools • Holy Spirit School • Brands • Campbell’s Soup Company • Trex • Novalex
  12. 12. Value Proposition • Nielsen Global Survey on Corporate Social Responsibility • 55% of global online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact • North America: 42% • Packaging alone influenced sustainable purchase decisions by 32% • 4 out of 10 respondents in North America say they have made a sustainable purchase in the past six months.
  13. 13. Value Proposition • Nielsen March 2014 year-over-year analysis: • Average annual sales increase • 2% for products with sustainability claims on the packaging • 5% for products that promoted sustainability actions through marketing programs • A review of 14 other brands without sustainability claims or marketing shows a sales rise of only 1%
  14. 14. Tips for Success • Continue to work with SPC on label that both parties agree on • Pursue collection options with both schools and retailers • Start by looking at schools and retailers that already have similar programs in place • Contact potential partners once plan is more structured and in depth • Initial interest is there! • Stress to brand owners that Label for Zero Hunger is good for business • Begin by approaching brand owners involved with the How 2 Recycle campaign
  15. 15. Thank you! What are your questions?
  16. 16. References FTC “Green Guides” https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-issues-revised-green- guides/greenguides.pdf Labels for Education http://www.labelsforeducation.com/ Nielsen Study http://www.nielsen.com/us/en/press-room/2014/global-consumers-are-willing-to-put-their-money-where- their-heart-is.html Trex http://www.trex.com/recycling/recycling-programs/ Wall Street Journal http://www.wsj.com/articles/SB122238422541876879

Hinweis der Redaktion

  • Social Media:
    -Tweet or share information about benefits from the flexible plastic packaging
    -Spotlight success stories from the program donations; show the real people who are benefitting from the program
    -Create hashtags to engage consumers
    EX: Giveaways; Consumers can Instagram pictures of themselves dropping off flexible plastic packaging, use a specific
    hashtag & randomly selected participants will win goodie bags of products packaged in recyclable flexible plastic packaging
    Tailor Incentives to kids!
    -Pizza Parties
    -Play equipment (maybe made of recycled plastic material?)
    -Fun stuff that they will look forward to!
  • Green Guides
    Compact label, adaptable to size differences
  • -Legible Font
    -Simple, clean lines
    -No competing recycling information

    >Consumers liked the color option a lot
    -more noticeable
    -people would be interested to know what it means, especially if it were near H2R label
    -may not be as viable on some of the basic packaging items (such as air pillows in shipping