Woolworths South Africa is proud of its sustainable sourcing and wants to get its customers talking about its UTZ labeled chocolate too. To mark the latest milestone in its Good Business Journey, reaching 100% mass balance UTZ certified cocoa for its Woolies range of chocolate products, the company ran a inspiring multichannel communications campaign in 2014.
The campaign reached out to consumers via social media including tweets about celebrity chef Hayden Quinn using UTZ certified cocoa and videos about chocolate and sustainable sourcing on the company’s YouTube channel. It ran consumer competitions and created an online ‘chocolate hub’ on the company’s website as well as using features in Woolworths’ staff and customer magazines, to get the sustainable sourcing message out.
One of the highlights of the campaign was the short film that Woolworths created. Filmed in Ghana, this told the story of its sustainable cocoa sourcing and featured interviews with Woolworths’ staff and UTZ certified cocoa farmers. The film was broadcast on 50/50, the popular and long-running South African nature program, as well as via Woolworths’ website and YouTube channel.
Hear more from Woolworths’ Tom McLaughlin and Tyrone Williams on the success of their Good Business Journey in a short Q&A on our blog.
Looking for inspiration? We have loads of great ideas and examples to help you tell your brand’s sustainability story. Find out more in our Media Center.
They say that seeing is believing, but most of us will never get to see for ourselves the difference we can make by choosing sustainable coffee, cocoa or tea. Press coverage can be the next best thing, giving farmers a voice and bringing their stories to life for people around the world. That’s why we invited some of the world’s leading media outlets to see for themselves how an innovative Coffee Wastewater Project in Nicaragua is changing farmers’ lives for the better.
The Energy from Coffee Wastewater Project in Central America is turning wastewater from coffee production into safe, renewable energy, reducing emissions and water use and benefiting the health of farmers and their families. On a recent press trip to Nicaragua, 11 journalists from Europe and the US got to see this innovative UTZ partnership for themselves and brought the message back to their readers.
“[Wastewater from our farm] used to cause a lot of pollution … and it smelled. A lot of families live by the river. They bathe there, wash their laundry. It gave them rashes and intestinal parasites when they drank it.” Francisco Blandon, coffee farmer, talking about the wastewater that his farm used to produce before he joined the Energy from Coffee Wastewater project.
“In the first year the system reduced the levels of [water] contamination by 81.3%. We used to use around 1,500 liters of water per 46 kilograms of pre-pulped coffee. Now we only use 250 liters.” Marvin Mairena, farmer and agronomist explaining the benefits of the project.
An anaerobic biodigester has helped reduce levels of contamination in wastewater at a coffee co-op by 81.3% Photograph: Oliver Balch/Writer
“The neighbours who visit say ‘Wow, you hit the jackpot!'” Fatima Valenzuela Altamiro, farmer’s wife talking about the benefits of the new biogas fuel generated by the project that she now uses for cooking.
You can read some of the great coverage the project received here:
Many delicious new UTZ labeled products were launched this month bringing great tasting sustainable tea, coffee and cocoa to more customers around the world. That means the UTZ Certified name or logo has now appeared on more than 20,000 product packs in 116 countries!
Also launching a new product this year? We’d love to hear about it. Contact us at email@example.com, firstname.lastname@example.org, email@example.com.
tegut tea – Germany
Customers at Germany’s tegut supermarket chain can warm up this winter with a great new range of UTZ certified teas. Available at nearly 300 stores, customers can choose from Darjeeling and rooibos teas as well as a delicious green and lemon blend.
Tiger chocolate bar – Japan
People in Japan have a new treat to enjoy in 2015 – the crunchy Tiger bar with caramel, wafer and cereal pieces all covered in delicious milk chocolate – and, of course, carrying the UTZ label!
Nestlé chocolates – Spain & Portugal
Nestlé continues to lead the way on sustainable cocoa, recently launching its first UTZ labeled products in Spain and Portugal including Spain’s leading chocolate brand, Extrafino, and cooking chocolate brand Postres. Consumers in Portugal can now find the UTZ label on different varieties of the Nestlé CLASSIC bar. These launches take Nestlé one step further on its journey to bring great tasting sustainable chocolate to customers while improving the lives of cocoa farmers.
Stivii dark chocolate bar – USA
Stivii, the stevia sweetener brand, has launched its first assortment of UTZ labeled products including Swiss quality dark chocolate bars. Each product is sweetened with Stevia instead of sugar, so they taste great but have fewer calories. The Swiss quality chocolates come in a variety of great tasting flavors including chili, blueberry almond, pomegranate and white peach.
Options hot chocolate – UK
Salted caramel, fudge and sweet popcorn are just some of the exciting new flavors in the Options range of hot chocolate drinks. And because Twinings purchases UTZ cocoa for its whole Options hot chocolate range, customers can relax, knowing that treating themselves is good for farmers too!
Social media is a great way to talk about sustainability and to share your brand’s sustainable sourcing successes. To make it easier for you we’ll be running regular joint social media campaigns throughout 2015 and giving you a toolkit of materials including infographics, testimonials and visuals to help bring your communications to life.
Our first campaign ran in 2014 and focused on 5 years of UTZ certified cocoa. Throughout the campaign, we saw great Facebook posts, tweets and intranet features from UTZ partners including Nestlé, Woolworths, Lidl, Haighs, Nidar and Mars among others.
Want to get involved? Join our next campaign exploring how your consumers contribute to a better life for farmers simply by enjoying your products. This will launch in early March and feature some fascinating and inspiring real-life stories from UTZ farmers around the world. Look out for more details in your inbox soon.
Tell us what you think! We’d like to hear your feedback on the last campaign and any ideas for how UTZ can support your online sustainability communications.
Webinar “Having a positive impact.”
Week 9 (TBC)
Insights into the benefits for UTZ certified farmers based on impact studies in different producing countries and how you can use them in your brand communication.
We’ll also be attending a number of industry and consumer events this quarter. Hope to see you there!
National Confectioners Association, State of the Industry Conference 2015
16 – 19 February 2015, Miami, Florida, USA
Join us at this important annual industry event for confectionery leaders and retailers in the US. Want to meet up at the conference? Contact us.
Chocoa Festival 2015
6-8 March, Amsterdam, Netherlands
All chocolate lovers welcome at the Chocoa Festival! Over three days, this festival enables consumers to enjoy the best sustainable chocolate and discover the stories behind their favorite chocolate brands. We will have our own stand at the Festival and be there to support our partners in telling their sustainability stories. We hope to see you there! Click here for more information.
UTZ director Han de Groot will be sharing our perspective on making sustainable cocoa the norm at the Chocoa conference. Find more information here.