N 53

O
ANTENNAE TREND REPORT

FROM FIELD TO PLATE

CONTENTS

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FOCUS 07 Fish Food A sustainable solution

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FEATURES

FROM FIELD TO PLATE

The world of sustainability is getting ever more complex with trends emerging through the entire supply chain, from the farmers field to consumers plate. With social concerns spreading through developed markets and beyond, the time for change appears to be right for innovations that significantly reduce costs, waste and C02 footprint. This months Antennae explores the innovations that we are likely to witness become big part of the sustainability landscape in the future.

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TECHNOLOGY Irrigation technology opens new frontiers How agriculture is likely to benefit TECHNOLOGY The supply chain Opportunities in food safety Food miles Planes, trains, boats and automobiles Reuse, recycle, reclaim T  he worlds biggest brands are driving packaging innovations Fast food goes green The rise of sustainable restaurants Sustainable retailing Retail looks outside food sourcing for sustainable options

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SPOTLIGHTS 33 GreenBottle

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Society is becoming increasingly conscious and active around concerns for the scarcity, and ultimately the fragility, of the earths resources. We are increasingly aware of the impact we have, from trees, to bees, to the seas. As a result brands are aligning themselves to causes that both engage customers and ultimately ensure the future of their supply chain.

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Fish Food
A SuSTAINAbLE SOLuTION

Left: Project Ocean at Selfridges www.selfridges.com Below: Haagen-Dazs supporting the honey bees that are essential for many of its flavors www.helpthehoneybees. com

Fish no longer has to come from the sea, in fact, it may be preferred they didnt. Antennae takes a look at the changing sustainability landscape that will affect the future of fish consumption.
The amount of wild fish catch has been level for the past three years, whilst the overall consumption is on the rise. This indicates an alternative source of fish is becoming more important. Growing concerns aimed at ocean pollution and over fishing is now driving consumers towards finding alternative sources of fish. There is a cause for concern though, as change to date has been slow. So is there anything the fishing industry can learn from other markets? Consumption, and notably the leading manufacturers and brands within this space, should mirror the food and beverage trends of organic and natural. Brands like Haagen-Dazs and Magners have successful aligned brands with two macro consumer trends, naturally healthy and sustainability by supporting honeybees and the pollination industry. With seafood sources becoming a major concern for developed market consumers and governments the category is on the verge of a deep dive into the world of sustainability. Brands will find product packaging and labeling vital real estate as a means of communicating their products origins and process in getting it from sea to plate. The facts and drivers of consumption In 2010, we consumed 160 million tons of fish globally, an all-time high. Seafood in developed markets provides a healthy alternative to meats and supports the health and wellness trend and an essential staple for emerging markets. Organic food sales are up 115% since 2002 to reach nearly US$30 billion, and products with a natural claim have seen a rise of 30% to reach US$250 billion over the same time frame. But to put the organic market into context the USA is over 1,000 times the size of the Brazilian at US$12 billion and the UK 100 times the size of the Russian at US$2 billion. A focus on healthier alternatives, due to rising obesity concerns, across developed markets is putting greater pressure on the ecosystem, especially fish. Pollution and over-fishing are now also becoming a major concern for the socially conscious. Brands will find distinct opportunities when bridging the gap and providing a healthy seafood solution that comes from a sustainable source. This concept has already been successfully implemented to support other areas within the ecosystem including treeplanting incentives from furniture retailers (IKEA in Scandinavia and North America). The pioneers making a splash UK retailers are pioneering incentive programs with Selfridge attacking the issue head on. Selfridge teamed up with the Marine Conservation Society and removed all products containing endangered fish from the shelves. But importantly this extended down the chain to its restaurants and restaurant partners. The effort resulted in the removal of 70 species of fish and 86,000 raised to support a marine protected area in the Philippines. In the US retailer, Trader Joes has focused procurement on sourcing fish from sustainable origins and making sure labeling communicates this information to their customers.
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Left: Magners Bee Beard app itunes.apple.com Centre: Quorn Fish-less Fingers www.quorn.com Right: Ikeas No trees, no Ikea campaign www.ikea.com

In 2010, we consumed 160 million tons of fish globally, an all-time high

Quorn, a vegetarian brand is expanding into the frozen foods market by offering fishalternative products. Earlier this year the brand launched Fish-less Fingers and Tuna Style & Sweetcorn Crispbakes. This move extends the brand consumer base and brings in environmentally conscious fish eaters. Aquaponics: a new business model Innovation isnt just limited to manufacturers, it has moved into the consumer foodservice industry too. Restaurants have found closedloop aquaponic systems as a way to differentiate themselves from the masses and a way to leverage sustainability credentials. The need to protect our seas combined with the culinary trends towards local food source is helping aquaponic systems become a viable option. Aquaponic systems contain fishponds where water cycles through a system of planters where vegetables and herbs are grown out of the water instead of soil. The produce is used to clean the water before it returns to the fishpond. It has multiple benefits; it can cater to different

size preferences, uses vastly less water for growing plants, and are an on-the-spot source for fish as well as herbs and vegetables. The systems have been getting recognition in urban areas where produce and fish are typically shipped from long distances. If space allows, some restaurants can have small systems on-site for the chef to pull from. In other cases, they are run as urban farms providing produce for local restaurants and residents. What does it mean the future of brand image and food sources? Brands should expect to see consumer demand for seafood increase as its health benefits become deeper intertwined with the sizable health and wellness market. Meanwhile, regulation within the fishing industry will become increasingly stringent. Policies like the EU Common Fisheries Policy (CFP) have set aggressive goals to eliminate overfishing as well as making sure fish come from sustainable sources while preserving the jobs of fisherman.

This means that manufacturers will have to look to new sources for their seafood. As organizations and manufacturers educate the mass consumers on sustainable seafood, consumers will expect their favorite brands to source seafood from renewable platforms. Much like the claim of free range for meats, fish brands should be able to capitalize on a similar market. Labels and packaging will play a big role in staking a claim for brands in this new space as it will serve as the main point of education for the consumer. For further insight, to have your say, or to start a discussion contact Jake Himmelspach, Associate Innovation Consultant at jake.himmelspach@new-edge.com

Organic food sales are up 115% since 2002 to reach nearly uS$30 billion, and products with a natural claim have seen a rise of 30% to reach uS$250 billion over the same time frame

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TECHNOLOGY

Technological research and development at a micro level can often mean a seismic shift at a macro level. Innovation into the use of microfludic systems in the food chain, and membranes in desalination have the potential change the sustainability landscape for good.

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TECHNOLOGY

IrrIgatIon technology opens new frontIers

HOw AgRICuLTuRE IS LIkELy TO bENEFIT
The decline of our freshwater resources
Above: Irrigation plant

One of the major challenges for food production is the availability of fresh water to supply crop irrigation. Scarcity and growing water demands for industrial and domestic usage have resulted in a decline of available water for agricultural usage. Antennae examines technology developments in desalination as a potential savior of both the environment and overall cost to agriculture, manufacturers and society.

Over the past 5 years freshwater resources per capita for the majority of G20 markets has declined sharply. France, UK, China, Canada, USA and India have all witnessed falls of between 3% and 7% of available freshwater resources (World Bank estimates). In order to meet this water management challenge within a sustainable framework, water supply for agriculture has been increasingly augmented by non-traditional water sources, including grey water recycling and desalination. Many of the desalination projects today are focused on providing clean drinking water for resource poor or disadvantaged geographic areas. However, desalination in agriculture is used in multiple countries, including Spain, Israel, USA, India, Saudi Arabia and United Arab Emirates with seawater treated in large desalination plants. Currently, high initial capital investment and maintenance cost, including the cost of energy, are limiting its use in irrigation. As methods are often determined by site-specific conditions, a universal, state-of-the art technology for desalination has not yet been developed. One of the most promising new approaches to desalinization is reverse osmosis, a membrane technology that makes use of pressure or heat to push water through a semipermeable purification membrane. However, this removes many of the ions essential for plant growth.

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aBoUt water

France, UK, China, Canada, USA and India have all witnessed falls of between 3% and 7% of available freshwater resources

Energy and cost saving fundamental Companies have already begun to pilot and commercialize cost effective models for desalinization. As feasible, cost/ volume-advantageous solutions become closer to reality, they will have the potential to address water management across a variety of needs, including agriculture. Based in Los Angeles, NanoH2O is commercializing an efficient membrane material for high performance reverse osmosis, based on nanostructured materials. The thin-film nanocomposite (TFN) membrane leverages industry-proven polymer technology. The properties of the enhanced membrane can be altered to improve permeability, resist fouling, and fine-tuned to address a variety of water chemistries, essential for a global audience. It is estimated that desalinization plants retrofitted with NanoH2O membrane would save up to 20% in energy costs or increase their water production by 70%, the latter being a much better sustainable alternative. Thermo-Ionic (Saltworks Technologies) also claims to be a breakthrough technology. The process uses proprietary ion exchange membranes. The system works by evaporating salt water to air, creating a hyper-salty solution, and harnessing the energy of that solution in order to power the desalting device. As the evaporation process requires lowgrade heat, it can be powered by solar energy, or the waste heat generated by industrial processes. This technology can operate in standalone mode, or can be coupled with reverse osmosis for increased freshwater production. One recent effort geared to reducing the cost of desalination has been spearheaded by Oasys (Osmotic Application Systems), a Yale University spinoff. The proprietary Engineered Osmosis (EO) platform features sustainable

solutions based on forward osmosis technology. As water passively flows from a dilute region to a more concentrated region, the result is significant cost saving in energy usually needed to drive reverse osmosis desalination processes. Implementation of this technology within the Oasys setup reduces the energy required to purify water by 90% in comparison to conventional desalination systems. What the future holds As research moves forward low cost, sustainable desalinization technologies will advance from pilot to commercial scale. It is likely that they will become widely implemented for a variety of uses, including agricultural needs. The addition of a renewable solar energy source to power advanced desalination technologies could also provide an additional sustainable twist for our agricultural water needs. This appears a sensible technology conjoining, especially considering markets with an abundance of sun also tend to suffer from low fresh water resources. For further insight, to have your say, or to start a discussion contact Irina Shiyanovskaya Ph.D, Technology and Business Intelligence Director at shiyanovskaya@ninesigma.com

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ThE WATER WE UsE...

...ANd ThE WoRLd WE LiVE iN

16,000 x LITRES

35 LITRES

LITRES

The water footprint is a similar concept to a CO2 footprint. It calculates the amount of water needed for everyday uses and products. For instance, 1kg of beef actually requires nearly 16,000 litres (4,300 gallons) to produce, through feeding the cow to getting the beef onto your plate. A tea takes 35 litres (9.2 gallons), including growing the tea plant, through manufacturing to then ending in your cup. Source: Water Footprint Network, UN and UNICEF

The water usage changes country by country, region by region. However, it also changes dramatically from low to middle income countries and those in the high income bracket. Usage shifts from over 80% dedicated to agricultural use in low income countries to 30% or less in high value market. Import of food and the development of primary and secondary industries means water priorities shift as a market develops. As emerging markets such as India, China, Vietnam, Indonesia and Brazil will all see water usage change significantly over the next 20 years. Source: World Health Organization, UNESCO and Water Footprint Network

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All: Microfluidic systems

TECHNOLOGY

the sUpply chaIn

OPPORTuNITIES IN FOOD SAFETy

Microfluidic systems arrive on to the food scene

As the food supply chain gets increasingly complex, it poses serious challenges for food safety and quality across the entire industry. The development of efficient testing and analytical tools applicable to different food matrices whilst sensitive to the broad range of ingredients and pathogens is a critical factor not just for sustainability and consumer confidence. Antennae analyzes the emerging technologies in food quality control and the future of the supply chain from field to plate.

A fundamental emerging technology that could revolutionize the food testing process is multi-purpose microfluidic systems for portable or in-line food analysis. Originally, microfluidic systems have been developed for biomedical and pharmaceutical applications with a plethora of microfluidic devices with varying geometries, selectivity, sensitivity and functionality. Recently, research efforts have been focused on the development of microfluidic devices for food applications, a sensible move considering the packaged food industry is worth nearly US$2 trillion a year. These systems can significantly reduce detection limits, speed up the testing process, and perform multiplexing analysis (or multiple analyzes in one test). Microfluidic devices operate with small sample sizes and have dimensions down to micrometer range. This enables efficiency through the supply chain as it firstly reduces time spent on testing and secondly reduces the amount needed to test, importantly limiting wastage to manufacturers and the society at large. In addition, the other major benefit is portability and simplicity of use that allows for quality testing during food processing, storage, and transportation. This is a huge step forward and has the potential to provide significant savings to agriculture, manufacturers, consumers and the environment.

Recently, research efforts have been focused on the development of microfluidic devices for food applications, a sensible move considering the packaged food industry is worth nearly US$2 trillion a year

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the Us Most DangeroUs fooDs

01

Leafy greens 363 outbreaks 13,568 cases of illness Leafy greens account for 24% of all outbreaks in the FDA top 10 with contamination occurring potentially anywhere the food items are consumed Eggs 352 outbreaks 11,163 cases of illness Eggs are responsible for high numbers of people contracting salmonella with the majority of outbreaks occurring in restaurants Tuna 268 outbreaks 2,341 cases of illness Scombroid was the most common cause of illness linked with tuna, where the fish was likely not preserved or refrigerated adequately Oysters 132 outbreaks 3,409 cases of illness Illness caused by oysters can often be attributed to the gathering of oysters from waters contaminated with Norovirus, which can cause gastroenteritis Potatoes 108 outbreaks 3,659 cases of illness Illness from potatoes is often caused when they are included in potato salad where other ingredients can contaminate them with their pathogens

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Cheese 83 outbreaks 2,761 cases of illness Cheese can often become contaminated during the early stage of production, with salmonella being the most common illness contracted Ice-cream 74 outbreaks 2,594 cases of illness Almost half of ice-cream outbreaks occurred in the home where it is likely that undercooked eggs were used during the making process Tomatoes 31 outbreaks 3,292 cases of illness Salmonella can enter tomato plants through numerous avenues and once inside it is difficult to remove without cooking the tomato Sprouts 31 outbreaks 2,022 cases of illness Raw or undercooked sprouts have been recognised as a source of foodborne illness for over a decade, with the main cause of contamination occurring in the seed Berries 25 outbreaks 3,397 cases of illness The main outbreaks of illness from berries in the US have been caused by contamination at the country of origin

02 03 04 05
The pioneers opening up food safety

Source: The 10 riskiest foods regulated by the US FDA electrokinetic magnetic bead-based electrochermical immunoassay in a microfluidic device for testing infant foods. The technology combines analytical power of microfluidic devices with the high recognition and sensitivity of antigen-antibody interaction. This work demonstrated that microfluidic chips could serve as a new bio-sensing platform for reliable detection of very low levels of the mycotoxins in infant foods. Another potential within food testing was shown in a collaborative work (Universities of Alcala and Alicante in Spain). Researchers proved that capillary chips with electrochemical detection could serve as a viable highly selective microfluidic platform for detection of natural antioxidants in foods, which could degrade over time. Likely commercialization path Microfluidic systems represent an emerging trend in the food industry. The opportunity is all too evident as the technology can offer low cost, high throughput lab-on-chip analytical devices with capacity of high selective recognition of multiple target molecules in complex food matrices. Multiple proof-of-concept research activities demonstrated viability of microfluidics for food testing and analysis. There are some limiting factors to the commercialization of microfluidic devices in food industry. The technology does depend on the development and improvement of multiple device components, including micropumps, mixers, biosensors, and microvalves, as well as the integration of these components on a microchip. However, with enough desire shown by the food industry, and pressure for a more accountable manufacturing process put on it by governments and consumers, this investment barrier can be overcome. Introduction of portable or in-line testing devices will allow sophisticated testing within the food supply. The benefits are significant, reduction of costs and overall waste to the foods industry and society as a whole. Food manufacturers and producers should closely follow the development of biosensors, nanomaterials, and microfabrication that will be critical for go to market microfluidic devices. For further insight, to have your say, or to start a discussion contact Irina Shiyanovskaya Ph.D, Technology and Business Intelligence Director at shiyanovskaya@ninesigma.com

Scientists from Harvard University, with funding from the Bill & Melinda Gates Foundation, have developed a new platform designed for ASSURED (Affordable, Sensitive, Specific, User-friendly, Rapid, Robust, Equipment free, and Deliverable to end-user) diagnostic assays. The interesting aspect of this technology is that you can potentially outsource testing, a huge step forward for both developing markets and SMEs with limited funds to spend on food safety testing. ASSURED is based on microfluidic paper-based analytical devices and combine microfluidics with the simplicity of diagnostic strip tests. Quantitative detection of analytes is possible by capturing a light reflected from analytes using a simple phone camera. In order to interpret the data, digital images can be sent to a remote laboratory that will text message back results. The device was initially developed as point-of-care medical diagnostic device for developing countries but has also shown a promising potential for both industry and consumers in the agriculture, water and food markets. Researchers in the Alcala University (Spain) demonstrated a novel lab-on-chip technology that integrates an

The benefits are significant, reduction of costs and overall waste to the foods industry and society as a whole

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The global rise in oil prices is impacting consumers and businesses alike. As a result brands are now having to reevaluate their value chain, and find alternatives to fossil fuel based transportation and materials. These alternatives have the potential to decrease costs while boosting their sustainability credentials.

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Food miLEs
PLANES, TRAINS, bOATS AND AuTOMObILES

All: Safe Road Trains for the Environment project (SARTRE). www.sartre-project.eu

Getting food from a farm gate to a consumers plate is a complex business, requiring an increasingly diverse product range. Even with a drive for more sustainable food sources in developed markets, food miles are still going to be on the rise globally with Asias emerging class responsible for the growth. Antennae highlights the green alternatives that may change the transport foot print to a more sustainable alternative.
The truth about travel Transporting goods from far afield usually requires boats or airplanes, however even with a growth of the global food market an estimated 80% of all food miles are generated in the national market. Road being a key source of the route to market for FMCG products. Within the G8 markets (Canada, France, Germany, Italy, Japan, Russia, UK and USA) the main transport used for logistically bringing goods to market is road. The only markets that differ from the norm are Canada, Russia and the USA. These large markets, geographically, mean that rail has traditionally been used as a route to market for goods.

Green road alternatives: Platoons In markets where road is still king, social responsibility permeates both the consumer and corporation. In Europe, this has lead directly to technology-based innovation. Safe Road Trains for the Environment (SARTRE) a European Commission funded initiative is looking into developing road trains (or platoons) along side Volvo. The project addresses environment, safety and congestion and is currently focused on private transportation. Initial testing in July suggests the energy saving from this technology could be 20% on fuel costs. With 855 billion tones of goods transported in France, Germany, Italy and UK by road alone in 2010, it may be only a matter of time before platoons of trucks become the norm. If it works successfully it could be potentially adopted across other markets within the G8 and further afield to the G20. Green road alternatives: Biofuels Oil prices hikes are combining with social responsibility in developed markets and drive technology innovations in fuel.
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80% of all food miles are generated in the national market

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Left: UPS hybrid delivery truck www.ups.com

Source: world bank, International Energy Agency

There is now an ever-increasing portion of the worlds agricultural corps being diverted for biofuels. Developed countries are passing legislation mandating greater use of non-fossil fuels, but so too are emerging powerhouses like China and Brazil as they seek new sources of energy. All the top 10 global biofuel consumption markets have increased consumption over the past 5 years. The UK, Canada and France lead the way in growth terms increasing by 3-12 times. According the International Energy Agency by 2050, biofuels could provide 27% of total transport fuel and contribute in particular to the replacement of diesel, kerosene and jet fuel. The projected use of biofuels could avoid around 2.1 gigatonnes of CO2 emissions per year when produced sustainably. Biofuels availability, governmental drive and a want to reduce food miles are likely to all combine moving forward. The futures bright, the future is green In terms of sustainability and food miles impact on getting our food from field to plate, transport is a major target. Manufactures need

to further consider transport and its impact on consumptions C02 footprint and the CSR play they can put forward to their customers. Some companies have already taken the first baby steps along this route. Just look at UPS who now use electric vehicles in cities to deliver packages, or Coca-Cola branded Glaceau electric vans they used as part of a launch campaign. It can be done and the food industry is likely to follow suit over the next few years. For further insight, to have your say, or to start a discussion contact Simon Maddrell, Antennae Research Director at simon.maddrell@new-edge.com

The uS consumed 33 million tonnes of biofuels in 2010. This is the same volume the rest of the top 10 markets combined

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REUsE, REcycLE, REcLAim

THE wORLDS bIggEST bRANDS ARE DRIvINg PACkAgINg INNOvATIONS

Left: Pepsi 100% plant based bottle www.pepsico.com Below: Odwalla plantbottle www.odwalla. com/plantbottle

Reduce, reuse, recycle it was the simple mantra that marked the mainstream arrival of the environmental movement, and it still stands true today as one of the easiest focus that brands and consumers alike can have to help save the planet. Packaging continues to be one of the main environmental concerns consumers have, and as a result is top on the agenda for some of the worlds leading brands. This is highlighted by the green war being waged currently between Coca-Cola and Pepsi.
Brands take responsibility In the UK, Coca-Cola is developing new systems to ensure that future bottles of Coke are more sustainable than those today. They have launched a multi-pack promotion, offering consumers a recycling box. Coca-Cola Enterprises (CCE) recycling director Patrick McGuirk said this is one example where we can inspire behavior change in the kitchen, ensure we have enough bottles to feed our facility and turbocharge recycling in Britain and bring it into line with more advanced processes already in place throughout Western

by creating a 100% recyclable merchandise display rack, Coca-Cola is asking grocery and convenience stores to join our sustainability efforts by returning or recycling our racks, just like we ask consumers to return or recycle our product packaging
our racks, just like we ask consumers to return or recycle our product packaging. According to Bruce Karas, Director, Sustainability and Environment, Coca-Cola Refreshments, these new racks are a great example of how we can find innovative ways to make our equipment both sustainable and part of the shopping experience. With the Gibe it Back rack, were helping people feel good about their purchasing decisions as we work toward our overall sustainability goals. It is also hoped that the rack will remind consumers to recycle the packaging from Coke products theyve purchased. Inspiring behavioral change Earlier this year, as a way of leveraging social interaction to motivate consumers to care for the environment, Coca-Cola installed over 100,000 recycling bins all over Israel, with each placed onto Facebooks Places systems, encouraging consumers to checkin every time they recycled a bottle. While in the US last year, Pepsi installed Dream Machine recycling kiosk, offering incentives to consumers for dropping off their empty cans and bottles. Rewards include branded baseball caps, discounted PepsiCo products and movie

Europe. This initiative follows CCEs investment in a purpose-built recycling facility enabling them to reach their target of including 25% of recycled PET in all its plastic bottles in time for the Olympic games in London 2012. Coca-Cola is not only looking at improving the sustainability of their packaging, but also of their in-store displays. Currently on trial across the US are a family of 100% recyclable merchandise display racks for use in grocery and convenience stores. They have been designed to communicate sustainability to shoppers, with material finishes that emphasize the recyclability of the racks, by exposing much of the original cardboard. The Give it Back racks are part of a closed-loop retail equipment program where Coca-Cola creates recyclable instore merchandise racks and then recovers, reuses and / or recycles the displays. Coca-Cola recovered 400 million pounds of cans and bottles in the US in 2010, yet we want to do more, said Gary Wygant, Vice President, Business Development, Coca-Cola Recycling. By creating a 100% recyclable merchandise display rack, Coca-Cola is asking grocery and convenience stores to join our sustainability efforts by returning or recycling

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Top: Coca-Colas recyclable merchandise display racks www.thecocacolacompany.com Middle: Coca-Colas Give It Back campaign www.thecocacolacompany.com Bottom: Pepsis Dream Machine www.pepsico.com

According to research by the Hartman Group, more than 70% of shoppers consider sustainability when making a purchase (Hartman Group)

In our throwaway society there are multiple opportunities for companies to leverage the power of their brands and utilize their expertise by helping retailers, governments and consumers to transform reduction, recycling, and reusing around the world

Coca-Cola recovered 400 million pounds of cans and bottles in the U.S. in 2010 (Coca-Cola)

Coca-Cola expects to use 5 billion PlantBottle packages in 2011 (Coca-Cola)

Sainsburys reduced the weight of its own-brand packaging by 7%, or 12,000 tonnes, in 2010 (Sainsburys)

National recycling rates for Tetra Pak cartons leapt from zero in
tickets, with a donation also made to charity. Pepsi hope this initiative will help to increase their bottle return rate from the current 34% to 50% by 2018. In the capital, Washington DC, a total of 363 recycling bins have been installed, offering a convenient and rewarding recycling option for people while they are on-the-go. Jeremy Cage, Senior Vice President of Innovation and Insights at PepsiCo and head of the Dream Machine recycling initiative, commented, We are confident that we can help provoke behavioral change by making recycling more convenient, and we encourage others to join us as we strive to make positive change for our planet. Moving away from oil based packaging Earlier this year Coca-Cola launched a PlantBottle, which is made from 30% sugarcane, with the rest made from recycled plastic. They are also collaborating with Heinz to enable them to produce ketchup bottles partially made from plants. Whereas earlier this month in Brazil, Nestle began using new caps made from sugarcane plastic for their Ninho and Molico UHT milk brands. Pepsi is also looking to reduce its reliance on oil-based plastics, looking to develop the worlds first PET bottles made from 100% plant-based materials to be launched in 2012. In order not to impact food supplies, Pepsi are looking to source by-products from its food business for plastics, such as orange peels, potato peels and oat hulls. Using their own byproducts presents Pepsi with a unique business model via a closed loop system, which greatly reduces the companys reliance on suppliers. Recycled plastic bottles are not only being used by the major brands to be turned back into bottles, but the material is also being recovered and used to create new products, such as apparel. Since the 2010 World Cup Nike have been making sports apparel from recycled bottles, whilst Pharrell Williams Bionic Yarn company supply material to some of the leading fashion houses including Timberland, Moncler, Gap and Mountain Hardware. Sustainable initiatives are a win win As consumers are more likely to purchase products in sustainable packaging, and then feel good about the environmental impacts of their purchases we can expect brands and retailers alike continue to innovate with new packaging processes, materials, communications and business models. In our throwaway society there are multiple opportunities for companies to leverage the power of their brands and utilize their expertise by helping retailers, governments and consumers to transform reduction, recycling, and reusing around the world. For further insight, to have your say, or to start a discussion contact Richard Walzer, Design Strategist at richard.walzer@antennaetrends.com

2002 to nearly 13% in 2010 Tetra Pak, Mission Impossible)

Only 12 % of public spaces in the US are equipped with recycling receptacles (Keep America Beautiful)

75% of what we buy is trash

in six months (TBWA)

40% of all household waste in the UK is now being recycled (Local Government Association)
Danone Activias new PLA yogurt packaging will improve the carbon and will use 43% less fossil resources (LCA Institute for Energy and Environmental Ressearch) footprint of its brand by 25%

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GreenBottle
www.greenbottle.com Plastic bottles, and particularly those for milk, are one of the largest culprits of filling landfills. Over 18 billion rigid plastic containers were used for milk globally last year. With the US going through over 6 billion, which was equal to the entire consumption in Western Europe. GreenBottle is a bottle that comes in two parts a sturdy papier-mch shell and a small inner plastic lining to keep the milk fresh. This allows consumers to rip out the plastic lining and then recycle or compost the papier-mch. Whilst each plastic milk bottle takes around 500 years to decompose, the GreenBottle takes only approximately five weeks to decompose. Also, it can be recycled up to seven times whereas plastic bottles can only be recycled once. An independent lifecycle analysis of the GreenBottle found it had a carbon footprint 48% lower than that of a standard milk bottle. Each day, 15 million plastic bottles are used in the UK and most of this ends up in landfill. The GreenBottle is now being sold in the UK by Asda supermarkets (owned by Wal-Mart). In the future we can expect the same bottle to be also used to package an array of other liquids, such as juices, water, shampoos, hand creams, liquid detergents and even engine oils.

If you collect all the plastic milk bottles used every week in the UK it would fill the Royal Albert Hall (GreenBottle) Plastic can take up to 500 years to decompose (Recycling Guide) On average, every household uses 500 plastic bottles each year, of which just 130 are recycled (Recoup) 11% of household waste is plastic, 40% of which is plastic bottles (Recoup) Only 2.5% of plastic bottles are presently recycled in the whole of Europe (Recycling Solutions)

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Sustainability increasingly influences our purchasing decisions. It is spreading from not only the products we buy, but now to where we choose to buy them as well. Opportunities exist for retailers and the service industry to implement successful initiatives, which will inevitably increase footfall by targeting the fast emerging sustainable consumer base.

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FAsT Food GoEs GREEN

THE RISE OF SuSTAINAbLE RESTAuRANTS

All: KFCs new green restaurant in Indianapolis www.kfc.com

Consumers are beginning to expect brands to be better for the planet, and in the foodservice industry brands have the opportunity to not only attract consumers by implementing sustainable initiatives but also directly improve their profitability by reducing reliance on the utilities grid.
Why the industry needs to go green Fast food is big business with over US$500 billion generated last year, with North America the largest consuming region with a 40% value share. However, times are changing, by 2015 Asia will have overtaken North America as the largest value region. Rising health and sustainability concerns will mean developed regions growth will be limited to 1-2% over the next five years. Companies and brands will need to innovate and appear more sustainable to maintain share within the overall consumer foodservice landscape. New restaurants formats In April, KFC opened an eco-friendly restaurant in Indianapolis that reduces energy and water consumption by 25%. This latest restaurant is part of their E3 initiative, which looks at economically responsible ways of saving energy and being environmentally aware. Roger McClendon, Chief Sustainability Officer for Yum! Brands, Inc., parent company
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of KFC Corporation is quoted as saying KFC has a responsibility to our customers, employees and shareholders to be forward thinking and intentional in our environmental sustainability vision. This project is part of our global environmental stewardship efforts. The Indianapolis restaurant features energyefficient cooking equipment, long-life LED lighting, and high efficiency heating, cooling and ventilation. It reuses energy to heat hot water, has a lighting control system that maximizes the use of natural light, and incorporates automated energy management and monitoring. The restaurant is smaller than traditional KFC restaurants in order to save materials and energy. It was constructed from locally sourced materials, and recycled content was used for the countertops, floor tiles, wall coverings and insulation. The outside of the building is also sustainably designed with parking preferences for hybrid vehicles, and a water drip irrigation system, which conserves water, for the indigenous flowers and shrubs that were planted.

Last year in Waghausel, Germany, Burger King also opened a new restaurant to test innovative green technologies. It is powered by wind and solar power, halving the restaurants reliance on the grid and reducing CO2 emissions by 120 metric tons annually. Over 720 photovoltaic modules and a wind turbine at the restaurant supply a third of its total electricity, whilst a rainwater reclamation system has been installed for landscape irrigation. Like the KFC in Indianapolis, they hope to attract ecoconscious consumers with the inclusion of parking for electric vehicles. The car park includes a solar-powered vehicle charging station. Beyond fast food and beyond the building In Londons ultra trendy Shoreditch restaurants are taking sustainability one-step further. The Waterhouse not only uses solar panels for electricity and water heating, but they also filter and bottle water on site, use a wormery to turn food waste into compost, and only use locally sourced seasonal produce. Moreover, their social responsibility
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Top: Poste Moderne Brasserie www.postebrasserie.com Bottom right: Burger King restaurant in Waghausel, Germany www.burgerking.de

Its great that fast food restaurants are improving the sustainability of the buildings they operate in, but as you can see they still have a long way to go and need to make their food more sustainable

goes further, providing training opportunities for locals looking for careers in food. In the US, there are also pioneer restaurants leading sustainability revolution. Near Washingtons Penn Quarter, Poste Moderne Brasserie has an on-site organic garden as well as an on-site water filtration system, allowing the restaurant to serve both carbonated and still purified water without the need for branded water and the significant C02 transport footprint that comes with it. They also only source sustainable seafood, ensuring they purchase ingredients from reputable suppliers. In terms of the food they cook whole animals and cutting down on waste, with consumers able to eat dishes such as pig cheeks, liver and kidneys. This is an emerging trend for restaurants in the US and UK, however the practice is well established in parts of Southern Europe as well as South East Asia. Whilst any food waste is composted and all cooking oil is filtered and donated to Endless Summer Harvest who use it to heat their

greenhouses in winter. In addition, they host a weekly market to market dinner, where they take small groups on an excursion to the nearby farmers market and then prepare a meal back at the restaurant with their purchases, showing their guests how easy it is to cook with things they buy at the market. Fast food chains have some catching up to do Its great that fast food restaurants are improving the sustainability of the buildings they operate in, but as you can see they still have a long way to go and need to make their food more sustainable. This will mean a greater commitment in terms of capital investment, but a greater benefit to the environment as a whole. For further insight, to have your say, or to start a discussion contact Richard Walzer, Design Strategist at richard.walzer@antennaetrends.com

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sUsTAiNABLE RETAiLiNG
RETAIL LOOkS OuTSIDE FOOD SOuRCINg FOR SuSTAINAbLE OPTIONS

Left: The Replay Store, Florence www.replay.it Below: The Peoples Choice Credit Union, Australia www.peopleschoicecu. com.au

It is not only restaurants that are looking to improve their sustainable footprint within the context of field to plate, but retailers are driving sustainable initiatives to cut costs in a highly competitive industry, while hoping to attract an emerging customer base into their stores.
Cost saving and price sensitivity drives innovation The Fresh & Easy supermarkets, across the US, have been built on the premise of being kind to the environment. They aim to operate in simple and efficient stores, thereby keeping costs down and in turn helping their customers save money on their groceries. This month the Fresh & Easy Neighborhood Market on Glendale Avenue in Phoenix became its eleventh solar-powered store. The chain operates over 177-stores nationwide. The systems will produce 746,000 kilowatt-hours (kWh) of electricity annually, providing about 20% of the stores energy needs. This is the equivalent to reducing 26 million pounds of greenhouse gas emissions, or eliminating 1.5 million miles driven by cars every year. While in other stores with solar panels installed are even more efficient. In Arizona, they provide more than a third of the stores energy needs. Each of the stores features an in-store display that reports real-time solar energy production. They also provide a live feed of the solar panels energy output that can be viewed 24-hours-a41 | 42

day on its website. This system not only presents the stores eco credentials, but also works to educate customers, demonstrating how they can decrease their own impact on the environment. In the UK, Waitroses new supermarket (Bracknell) explores even more sustainable initiatives, becoming the first in the country to have a woodchip energy centre to generate electricity, heating, hot water and cooling. The store will also have a green roof, covered in plants to attract insects and birds. The store will also incorporate sunlight tubes to supply natural light across the store. In Australia, the Peoples Choice Credit Union has adopted environmentally sustainable design principles in their new store concept. The stores have not only been built with natural, reclaimed and renewable materials, but also materials that reduce in cleaning and maintenance costs. Furthermore, the unusual stores offer a range of unexpected surprise offerings, including allowing customers to borrow items for free, ranging from a green bag to a bike in high-trafficked urban branches. In Italy, the Replay Store in Florence has taken green retail to the extreme with a unique design that has an ecological theme inspired by the undergrowth of a temperate

forest that can withstand the conditions of an indoor environment. Nestled between fresh greenery, the products seem to be part of nature and explore its quintessence. The store leads in sustainable design, using natural air conditioning and geothermal heating systems, while bring lit by LED lighting, the store explores a new way of thinking about retail. What retail brings to the sustainable supply chain We can expect to see more stores that have a respect for nature, as energy costs rise we can expect more brands to save money while improving their eco-credentials by improving the efficiency of their buildings. As sustainability and social responsibility moves higher up the agenda we can expect brands to not only develop green buildings, but also develop holistically green offerings that provide new forms of service and support the communities they are in. For further insight, to have your say, or to start a discussion contact Richard Walzer, Design Strategist at richard.walzer@antennaetrends.com

we can expect to see more stores that have a respect for nature, and as energy costs rise more brands will try to save money while improving their eco-credentials

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Antennae Trends are a great way of connecting trends and insights to your business, customers and suppliers. But as is often the case you need more. You may have burning questions that keep you up at night. Our clients come to us and ask just some of these questions... How will next generation emerging trends impact our business? What do have to do to find the next big growth opportunity? Do we explore incremental developments or seismic shifts? Which bundles do we need to put together to deliver on those opportunities? What do my different customer groups want? What are the barriers, risks, threats and return on investment? Our Antennae Consulting Group is designed to take trends, insights and business intelligence to the next level. To provide you and your business with actionable and tangible solutions that can be applied to both your future planning and internal processes. We help identify our clients challenges and find solutions by. Uncovering the big market opportunities Creating opportunity roadmaps and product lifecycles to anticipate change Helping you navigate via trends immersion workshops Accelerating the understanding of the impact of trends Identifying the customer, trend and insight bundles to drive growth We design every project to address specific concerns and ambitions of your organization by working as your creative growth partner. We help clients achieve and maintain leadership positions through the anticipation of change, the navigation through trends and inspirational thinking that acceleration innovation in your business. If you would like to know more about the Antennae Consulting Group, or our trends and insight research, please email us at: simon.maddrell@antennaetrends.com richard.walzer@antennaetrends.com Or visit: new-edge.com ninesigma.com

Our methodology is proven, our behaviour is adaptive, and our insights actionable.

ANTICIPATE
Customer insight: Highly customized trends and insights solution to keep you up to date on the signposts of change and how best to understand how these are going to impact your industry. Roadmapping and lifecycles: Development of roadmaps to envision whats coming in technology, consumer needs, business models and brand design. We can analyze whether you need to bring forward a roadmap shift and when is the optimal time to do so.

NAVIGATE
Trends immersion: To engross you in trends by engaging with the thought leaders, subject matter experts and lead consumers and thereby provide you and your business with a call to action. Impact trends: To learn where the emerging opportunities are to drive real growth in your business by understanding both the articulated and unarticulated needs of a culture, community or customer and trends that influence behavior.

ACCELERATE Trends awareness: To engage the entire organization in the changes affecting them by distilling trends data into simple and impactful deliverables. We provide you with actionable insights to apply to both strategic and tactical planning. Trends spaces: To inspire thinking on the changes affecting your business in an environment that cultivates and accelerates innovation.

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ANTENNAE TREND REPORT
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