Page 28 - Retail World Magazine Jan/Feb 2021 TOB

MARKETING NEWS GINGER ‘PIONEER’ GETS A MAKEOVER Buderim Ginger says it is continuing its expansion into new tastes and fresh new looks, building on a tradition of Australian farming know-how and locally manufactured ginger products. Its “already recognisable” range of beverages, confectioneries and jams are being fully rebranded, highlighting features relevant to the changing tastes and habits of modern consumers. Buderim says that as “a proud Australian company based out of the iconic Ginger Factory” on Queensland’s Sunshine Coast, its local connections will feature prominently in this effort. According to the brand, Buderim’s links to the rural pioneering era and time-tested practices will be reflected in the “earthy colours, rural inspired graphical elements and distinctly playful Aussie text” of the new packaging, “reinforcing brand perceptions through ties to these community roots”. Buderim says the growing market demand for fresh, naturally derived ingredients and processes will also be accommodated in this “brand evolution”. Consumers will be made aware of health benefits via newly introduced health cues and descriptors emphasising the natural advantages that Buderim’s ginger-based products offer. In conjunction with innovative new offerings, the design overhaul is hoped to better align with consumer trends and continue Buderim’s success story as an Australian ginger “pioneer”. SBTI VALIDATES FERRERO’S CLIMATE GOALS Ferrero announced in December that the independent Science Based Targets initiative (SBTi) had validated its climate goals. By 2030, Ferrero aims to halve all emissions from its owned operations (Scope 1 and 2) and has committed to reducing emissions by 43 per cent for each tonne of product produced across all scopes. Both targets use 2018 as a base year. The SBTi has also approved that Ferrero’s target on reducing emissions from its owned operations is in line with the goal to limit global warming to 1.5C. The Science Based Targets initiative is a collaboration between UK based international non-profit organisation CDP that helps companies disclose their environmental impact, the United Nations Global Compact, World Resources Institute and the World Wide Fund For Nature. To date, more than 1000 companies are said to have joined this “world-leading” initiative. Ferrero’s 1.5C-aligned target is said to be the most ambitious designation currently available through the SBTi process. “It’s our responsibility as industry to be part of the solution by limiting our emissions and working together with all partners in our supply chain.” To achieve its first target, Ferrero says it has developed a set roadmap to reduce emissions from plants, warehouses and main offices. The path for all Ferrero’s global operations includes the transition to electricity coming from renewable energy sources only. Ferrero has already achieved this in Europe, where 100 per cent of its electricity bought from the grid is certified renewable. Globally, 64 per cent of the electricity Ferrero buys today is certified renewable. For Ferrero’s second climate target, which also involves Scope 3 emissions, the company will work with its suppliers to reduce emissions, rethinking solutions with lower carbon impact and developing new products. Ferrero Chief Sustainability Officer Mario Abreu says the company is proud to join a common effort of companies that follow a science-based trajectory to tackling climate change. “It’s our responsibility as industry to be part of the solution by limiting our emissions and working together with all partners in our supply chain,” he said. “We thank the SBTi for reviewing our climate targets and counting us among those companies that follow the most challenging roadmap.” 26 RETAIL WORLD JAN/FEB, 2021