Fair Food Group tapping into consumers of the future.
At the worlds first CO2 neutral festival in Copenhagen, CO2PENHAGEN, Fair Food Group made their concept of enhanced sustainability airborn. Two days of interactive talks proved the basic idea and helped shape the concept.
Next is now
The unique art & music festival, CO2PENHAGEN (www.co2penhagen.com), early September 2009 produced a surplus of energy in all respects. For Fair Food Group the event was a golden opportunity to face consumers and go behind the concept of combining bio, carbon footprint and fair trade. Not an easy catch anyway, but fuelled by a strong commitment and willingness to build upon a present organic platform.
Platform for joint efforts
Fair Food Group consists initially of five Danish organic food manufacturers – Naturmælk A.m.b.a. (dairy), Skærtoft Mølle (flour), Ørbæk Bryggeri (beer), Søris (vegetables) and Aalbæk Specialiteter (charcuteri). The companies complement each and join forces to move the agenda towards more sustainable food production. No one has yet changed the game and the rules as such. But Fair Food Group has the directional urge to provoke a more radical transition as a bold ambition.
Foods for thought
The take-home from the edgy festival was a support and respect for the new approach and an acknowledgement of courage in tough times.
“the choice [for consumers] becomes very obvious by wrapping three principles together”
Oleg Izyumenko, Sweden
Having said that, no quick fixes and easy wins exist. It is a matter of mutual commitment within the group and the ability to walk-the-talk. Do not send in the clowns.
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