SlideShare a Scribd company logo
Organic Growth:  Being Green to Build Customer Loyalty 18 May 2008 National Restaurant Association
More Frequent, More Personal, More Food People connect to sustainability personally and initially through their food choices. Food is the new “newspapers and aerosol deodorant.” The responsibility to make the right choice increasingly falls to Food Service Professionals
Special Focus on Food Choices Media attention Activism from PTA to Celebrity Chef’s Connection between “Health, Fresh, Natural, Local and Sustainable.” Food Safety incidents now at historic levels…and certain to climb. Connecting the dots of food inflation, biofuels and climate change. A “dash” of anti-China sentiment.
Consumer Insights Environmental Concerns drive consumers to buy “Green Products.” ...Except for Food Health Concerns drive consumers to buy Natural and Organic Foods. Mintel Green Living March 2008
So What is “Green”? Truly Fusion Cuisine! And who will come up with the next Thai Pizzaritto? Healthy Local Animal Welfare Fair Trade Good for the Planet Organic Fresh Natural Biodegradable
The Premium Conundrum About half of consumers are willing to pay a 10% premium for “green products” (Mintel) And maybe less than 25% (Brandweek) The rest will buy them when they are available at mainstream places at prices Only the most committed consumers seek out “green products” at specialty retailers. Premium shoppers are most skeptical of “green” claims. For the 50-75%, it’s a difference maker.
The Big Opportunity in the Middle The Retail Response
Boom to X Younger consumers are less likely to buy “green” premium products than Baby Boomers and Seniors. They are more likely to expect their food to reflect their values. Good cooking and good practices are a “ticket to play.”
How to Reach the Consumer? Certification  Or Marketing?
What’s in a Certification Third party verification of means of production Sets standard for all businesses Which one to choose? How many are there?
What’s in a Certification? Does it reflect the values you are trying to communicate? Is there sufficient supply and selection? Who else is associated with the  certification? Is the certification recognized by your customers? Or does the certifying agency have a compelling plan to do so?
Can Marketing Work? Can you tell a more compelling and verifiable story yourself? Is the message a part of your existing brand identity? Or closely associated with it?
There are good cars and bad cars for the environment… But is there really good food and bad food?
How much energy is used? What percentage of overall US energy needs go to producing food? 1-3% 3-5% 5-7% 10% or more
How much energy is used? The food sector now consumes 10.4% of all energy used in the United States.* Globally, the food sector consumes between 10 and 15% of all energy used in industrialized countries.** In the United States, 2-5% of US energy consumption, is used on the farm alone.***
Energy needs for food The cheeseburger … from farm to plate Carlsson-Kanyama, Annika and Mireille, Faist,  Energy Use in the Food Sector:  A data survey
Close up:  the hamburger Hamburger Ingredients* Bread .16 lb Hamburger .19 lb Dressing .04 lb Lettuce .06 lb Onions .0037 lb (freeze dried) Cucumber .016 lb (pickled) Cheese .032 lb
Bread supply chain Cultivated Wheat Milled Grain Flour Baked Bread To Storage To Restaurant Burger
Bread supply chain:  energy needs
Bread supply chain:  energy needs The energy inputs accumulate from field to table. The calories of food energy decline. Energy needed for food production often exceeds the energy contained in the food product. Cumulative Energy Inputs
Meat patty supply chain Crop Production Drying Fodder Production Feed Consumed Slaughter House Cutting To Storage To Restaurant Burger To Grill
Meat patty supply chain:  energy needs Cumulative Energy Inputs
Hamburger energy profile The total energy inputs to produce a hamburger are between 1,743 and 4,454 calories of energy inputs required to produce a hamburger.* Each hamburger contains 310 calories of food energy.** In addition to the kitchen, our supply chain also is a major contributor. Total Energy Inputs for a Hamburger Bun Burger Cheese Pickle & Onion Lettuce
Intrinsic or Extrinsic Cultivated Wheat Milled Grain Flour Baked Bread To Storage To Restaurant
Extrinsic or Intrinsic
Local and Global! Food has been traded for 2K, 5K or 10K, as you choose to believe Can we still both eat locally and act globally?
The Way Forward Get this right and you have customers for life! Service Customers great food that reflects a customer’s values and contributes to a healthy life and they’ll keep coming back.
Exceeding Expectations At Every Level Our company’s reputation Total transparency about what we do Community connections A great dining environment Great food Great service
Literacy on Sustainability
Inside Park at Café St. Barts Venerable New York institution on Park Avenue. A completely new restaurant designed by New York-based Conant Architects with a new state-of-the-art kitchen designed by Pascoe-Jacobs Associates.  ‘ Wood’ used is sustainable bamboo  Non formaldehyde wood products Low VOC (Volatile Organic Compound) paints and products Non toxic floor finishes Executive Chef Matthew Weingarten is creating menus focusing on local, seasonal and responsibly sourced ingredients.
National Geographic Employee focused Visually stunning Globally Sustainable Matching culinary approach Reflect Sodexo and Nat’l Geo Values
The University of Vermont Dudley H. Davis Student Center “The sustainability concept for building is really a part of the University’s vision”  Annie Stevens, Assistant VP for Student and campus life. The center was constructed with great attention to Green Building Design and sustainability concepts.
The Sustainability Concept  for the Student Center Natural light. Green roof and terrace collects rain and storm water. A tunnel built from trees harvested on UVM land is attached to the building. Water, heat and electricity use tracked on computer monitors in a public Sustainability Gallery. Serves organic and sustainable food including soups and salads – developed by UVM’s Sodexo team.
Northwestern University Northwestern University named the nation’s most vegetarian-friendly university by Peta2 One of 30 colleges nominated by our students nominees 20% of the 6,600 recipes Sodexo serves in the dining halls are vegetarian friendly
Sodexo and Illinois Farmers Sodexo purchased over $4.75 million in fresh produce from Illinois farmers. In season, this is about half of all produce purchases.
Food = Sustainability 1.3 billion people work in the food sector, the world’s largest employment group. One quarter of all arable land is dedicated to food production. One crop – coffee – is the second most valuable commodity in world trade after oil. Food production accounts for 34% of water use in the U.S. and about 40% globally. Food production accounts for more than 10% of energy use in the U.S. and 10-15% globally.
Sustainability = Food Efforts to promote sustainability are linked to our ability to feed ourselves. Climate Change is forecast to be the leading cause of hunger in the coming decades Uncertainty in agricultural production means uncertainty in food price, supply and safety.
Sodexo’s Corporate Citizenship Priorities Sustainability Health and Wellness  Business Ethics Fighting Malnutrition Worldwide Diversity & Respect for Our People
Our Work Ahead:  Our Common roles in the Global context

More Related Content

PPT
Marketing to Conserving Customers: A Guide to Operating Green with a Triple B...
PPTX
Plant Attitude, forget the meat! Sustainable Foods Summit 2019 Amsterdam
PPTX
EIT Food Government Executive Academy, Sustainability & Plant Attitude
PPTX
Plant based foods for a better tomorrow, Sustainable Foods Summit, San Franci...
PPTX
A Sense of Tomorrow: Our approach to Sustainability, Sustainable Foods Summit...
PDF
Sustainable Restaurant Design Strategies
PPTX
Alternative proteins: What’s next?, Food Matters Live, London 2019
PPTX
Sustaining our natural flavours
Marketing to Conserving Customers: A Guide to Operating Green with a Triple B...
Plant Attitude, forget the meat! Sustainable Foods Summit 2019 Amsterdam
EIT Food Government Executive Academy, Sustainability & Plant Attitude
Plant based foods for a better tomorrow, Sustainable Foods Summit, San Franci...
A Sense of Tomorrow: Our approach to Sustainability, Sustainable Foods Summit...
Sustainable Restaurant Design Strategies
Alternative proteins: What’s next?, Food Matters Live, London 2019
Sustaining our natural flavours

What's hot (20)

PPTX
Natural flavours and sustainability - a perspective from Givaudan, APAC
PPTX
Innovate or die: predictions for the food industry in 2017
PDF
Riding the Next Wave in the Nutrition Market 2016
PDF
Transparency and Choice: Winning With Today's Consumers
PPT
Ethical Food and Ethicurean
PDF
Do our Genes Determine What We Should Eat? 2016
PDF
20 Dining Trends for 2020
PPTX
Frozen Snacking Trends
PPTX
Grab and go trends: how to enhance your offer (Menu Directions Culinary Works...
PPTX
Organic Food Industry pt 6 of 6
PPTX
Organic Food Industry pt 5 of 6
PDF
2019 06 Ingredion clean & simple workshop
PDF
Drivers of Consumer Choice
PPTX
Organic Product Store
PDF
2019 06 food review indonesia
PDF
Afrito hult dubai f
PPT
Cascadian Farm Situation Analysis
PPTX
Nature\'s Market Presentation
PPT
Research on organic food restaurants in india
PDF
Food and Drink Trends in SE Asia 2016
Natural flavours and sustainability - a perspective from Givaudan, APAC
Innovate or die: predictions for the food industry in 2017
Riding the Next Wave in the Nutrition Market 2016
Transparency and Choice: Winning With Today's Consumers
Ethical Food and Ethicurean
Do our Genes Determine What We Should Eat? 2016
20 Dining Trends for 2020
Frozen Snacking Trends
Grab and go trends: how to enhance your offer (Menu Directions Culinary Works...
Organic Food Industry pt 6 of 6
Organic Food Industry pt 5 of 6
2019 06 Ingredion clean & simple workshop
Drivers of Consumer Choice
Organic Product Store
2019 06 food review indonesia
Afrito hult dubai f
Cascadian Farm Situation Analysis
Nature\'s Market Presentation
Research on organic food restaurants in india
Food and Drink Trends in SE Asia 2016
Ad

Viewers also liked (11)

PPTX
The Canadian Organic Regime 2016
PPTX
New York City Restaurant Inspection Analysis
DOCX
Mcdonalds mini project(Recruitment Process & T&D )
PPTX
Lesson 1: Vision and Mission Statements
PPTX
Vision and mission
PPTX
Vision and mission of companies
PPT
Visions & Missions of Fortune Global 100
PPTX
Vision, Mission, Goals and Objectives: What's the Difference?
PPTX
vision, mission, goals and objectives
PPTX
Vision Mission Objectives Goals
PDF
25 Mission Statements From the World's Most Valuable Brands
The Canadian Organic Regime 2016
New York City Restaurant Inspection Analysis
Mcdonalds mini project(Recruitment Process & T&D )
Lesson 1: Vision and Mission Statements
Vision and mission
Vision and mission of companies
Visions & Missions of Fortune Global 100
Vision, Mission, Goals and Objectives: What's the Difference?
vision, mission, goals and objectives
Vision Mission Objectives Goals
25 Mission Statements From the World's Most Valuable Brands
Ad

Similar to Organic Growth: Being Green to Build Customer Loyalty (20)

PPTX
Green Dining Program
PPTX
sustainable cooking
PPTX
Food and Beverages Sustainability
PPT
Sustainable and organic F&B
PPS
Green Dining
PDF
Create More Eco Friendly F&B Menus Final Ppt
PPTX
Green eating 101 draft2
PPT
Lean, Green, and Clean: Environmental Practices in Collegiate Foodservice
PPT
Eating Sustainably, Matt and Adam
PPTX
CSR at Dupont by Annette Hansen, Dupont
PPTX
Sustain module 2
PPTX
Chef Robby Goco - Sustainable Ingredients and Menu Innovation
PDF
Supply Chain 7 1.pdf
PDF
Turning foodservice business green
PPT
Duchy Originals Sustainable Journey
PPT
Duchy Origionals Sustainable Journey
PDF
Sustainable Food Production and Consumption in Hawaii
PDF
Sustainable food: how to eat more healthy at home and an event
PDF
8_-_Sustainable_Nutrition_(1).pdf
PDF
Making sustainable food choices easier for consumers
Green Dining Program
sustainable cooking
Food and Beverages Sustainability
Sustainable and organic F&B
Green Dining
Create More Eco Friendly F&B Menus Final Ppt
Green eating 101 draft2
Lean, Green, and Clean: Environmental Practices in Collegiate Foodservice
Eating Sustainably, Matt and Adam
CSR at Dupont by Annette Hansen, Dupont
Sustain module 2
Chef Robby Goco - Sustainable Ingredients and Menu Innovation
Supply Chain 7 1.pdf
Turning foodservice business green
Duchy Originals Sustainable Journey
Duchy Origionals Sustainable Journey
Sustainable Food Production and Consumption in Hawaii
Sustainable food: how to eat more healthy at home and an event
8_-_Sustainable_Nutrition_(1).pdf
Making sustainable food choices easier for consumers

More from National Restaurant Association (20)

PDF
H1N1: What You Need to Know About the Influenza Pandemic
PDF
Debt Management: The 3 R's to Surviving a Recession
PDF
Business Credit: Bottom-Line Profits and Beyond
PPT
Distribution Challenges -- U.S. Foodservice Presentation
PPT
Foodborne Illness: Prevention and Response
PPT
Supply Chain Hurdles
PPT
Gale Prince Presentation
PPT
Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...
PPT
Darden Restaurants Presentation
PPT
Outbreak of Salmonella Saintpaul infections associated with multiple produce ...
PPT
SQFI and the SQF Standard
PPT
GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...
PPT
Multinational Solutions for Global Challenges -- McDonald\'s Presentation
PPT
International Featured Standards Presentation
PPT
The Food Business Forum -- Global Food Safety Initiative Presentation
PPT
Systems to Manage Expert Networks - Gerson Lehrman Group Presentation
PPT
Coca-Cola Presentation
PPT
BRC Global Standards
PPT
American National Standards Institute Presentation
PDF
Exploring Umami: The Fifth Taste
H1N1: What You Need to Know About the Influenza Pandemic
Debt Management: The 3 R's to Surviving a Recession
Business Credit: Bottom-Line Profits and Beyond
Distribution Challenges -- U.S. Foodservice Presentation
Foodborne Illness: Prevention and Response
Supply Chain Hurdles
Gale Prince Presentation
Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...
Darden Restaurants Presentation
Outbreak of Salmonella Saintpaul infections associated with multiple produce ...
SQFI and the SQF Standard
GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...
Multinational Solutions for Global Challenges -- McDonald\'s Presentation
International Featured Standards Presentation
The Food Business Forum -- Global Food Safety Initiative Presentation
Systems to Manage Expert Networks - Gerson Lehrman Group Presentation
Coca-Cola Presentation
BRC Global Standards
American National Standards Institute Presentation
Exploring Umami: The Fifth Taste

Recently uploaded (20)

PPTX
How Much Does It Cost to Build a Train Ticket App like Trenitalia in Italy.pptx
PDF
Dell Pro 14 Plus: Be better prepared for what’s coming
PDF
Test Bank, Solutions for Java How to Program, An Objects-Natural Approach, 12...
PDF
Using Anchore and DefectDojo to Stand Up Your DevSecOps Function
PPTX
ChatGPT's Deck on The Enduring Legacy of Fax Machines
PDF
NewMind AI Weekly Chronicles - August'25 Week I
PDF
GamePlan Trading System Review: Professional Trader's Honest Take
PDF
madgavkar20181017ppt McKinsey Presentation.pdf
PDF
DevOps & Developer Experience Summer BBQ
PDF
Smarter Business Operations Powered by IoT Remote Monitoring
PDF
agentic-ai-and-the-future-of-autonomous-systems.pdf
PDF
NewMind AI Monthly Chronicles - July 2025
PDF
CIFDAQ's Teaching Thursday: Moving Averages Made Simple
PPTX
breach-and-attack-simulation-cybersecurity-india-chennai-defenderrabbit-2025....
PDF
Why Endpoint Security Is Critical in a Remote Work Era?
PDF
Transforming Manufacturing operations through Intelligent Integrations
PDF
How Onsite IT Support Drives Business Efficiency, Security, and Growth.pdf
PPTX
PA Analog/Digital System: The Backbone of Modern Surveillance and Communication
PDF
Event Presentation Google Cloud Next Extended 2025
PDF
Chapter 2 Digital Image Fundamentals.pdf
How Much Does It Cost to Build a Train Ticket App like Trenitalia in Italy.pptx
Dell Pro 14 Plus: Be better prepared for what’s coming
Test Bank, Solutions for Java How to Program, An Objects-Natural Approach, 12...
Using Anchore and DefectDojo to Stand Up Your DevSecOps Function
ChatGPT's Deck on The Enduring Legacy of Fax Machines
NewMind AI Weekly Chronicles - August'25 Week I
GamePlan Trading System Review: Professional Trader's Honest Take
madgavkar20181017ppt McKinsey Presentation.pdf
DevOps & Developer Experience Summer BBQ
Smarter Business Operations Powered by IoT Remote Monitoring
agentic-ai-and-the-future-of-autonomous-systems.pdf
NewMind AI Monthly Chronicles - July 2025
CIFDAQ's Teaching Thursday: Moving Averages Made Simple
breach-and-attack-simulation-cybersecurity-india-chennai-defenderrabbit-2025....
Why Endpoint Security Is Critical in a Remote Work Era?
Transforming Manufacturing operations through Intelligent Integrations
How Onsite IT Support Drives Business Efficiency, Security, and Growth.pdf
PA Analog/Digital System: The Backbone of Modern Surveillance and Communication
Event Presentation Google Cloud Next Extended 2025
Chapter 2 Digital Image Fundamentals.pdf

Organic Growth: Being Green to Build Customer Loyalty

  • 1. Organic Growth: Being Green to Build Customer Loyalty 18 May 2008 National Restaurant Association
  • 2. More Frequent, More Personal, More Food People connect to sustainability personally and initially through their food choices. Food is the new “newspapers and aerosol deodorant.” The responsibility to make the right choice increasingly falls to Food Service Professionals
  • 3. Special Focus on Food Choices Media attention Activism from PTA to Celebrity Chef’s Connection between “Health, Fresh, Natural, Local and Sustainable.” Food Safety incidents now at historic levels…and certain to climb. Connecting the dots of food inflation, biofuels and climate change. A “dash” of anti-China sentiment.
  • 4. Consumer Insights Environmental Concerns drive consumers to buy “Green Products.” ...Except for Food Health Concerns drive consumers to buy Natural and Organic Foods. Mintel Green Living March 2008
  • 5. So What is “Green”? Truly Fusion Cuisine! And who will come up with the next Thai Pizzaritto? Healthy Local Animal Welfare Fair Trade Good for the Planet Organic Fresh Natural Biodegradable
  • 6. The Premium Conundrum About half of consumers are willing to pay a 10% premium for “green products” (Mintel) And maybe less than 25% (Brandweek) The rest will buy them when they are available at mainstream places at prices Only the most committed consumers seek out “green products” at specialty retailers. Premium shoppers are most skeptical of “green” claims. For the 50-75%, it’s a difference maker.
  • 7. The Big Opportunity in the Middle The Retail Response
  • 8. Boom to X Younger consumers are less likely to buy “green” premium products than Baby Boomers and Seniors. They are more likely to expect their food to reflect their values. Good cooking and good practices are a “ticket to play.”
  • 9. How to Reach the Consumer? Certification Or Marketing?
  • 10. What’s in a Certification Third party verification of means of production Sets standard for all businesses Which one to choose? How many are there?
  • 11. What’s in a Certification? Does it reflect the values you are trying to communicate? Is there sufficient supply and selection? Who else is associated with the certification? Is the certification recognized by your customers? Or does the certifying agency have a compelling plan to do so?
  • 12. Can Marketing Work? Can you tell a more compelling and verifiable story yourself? Is the message a part of your existing brand identity? Or closely associated with it?
  • 13. There are good cars and bad cars for the environment… But is there really good food and bad food?
  • 14. How much energy is used? What percentage of overall US energy needs go to producing food? 1-3% 3-5% 5-7% 10% or more
  • 15. How much energy is used? The food sector now consumes 10.4% of all energy used in the United States.* Globally, the food sector consumes between 10 and 15% of all energy used in industrialized countries.** In the United States, 2-5% of US energy consumption, is used on the farm alone.***
  • 16. Energy needs for food The cheeseburger … from farm to plate Carlsson-Kanyama, Annika and Mireille, Faist, Energy Use in the Food Sector: A data survey
  • 17. Close up: the hamburger Hamburger Ingredients* Bread .16 lb Hamburger .19 lb Dressing .04 lb Lettuce .06 lb Onions .0037 lb (freeze dried) Cucumber .016 lb (pickled) Cheese .032 lb
  • 18. Bread supply chain Cultivated Wheat Milled Grain Flour Baked Bread To Storage To Restaurant Burger
  • 19. Bread supply chain: energy needs
  • 20. Bread supply chain: energy needs The energy inputs accumulate from field to table. The calories of food energy decline. Energy needed for food production often exceeds the energy contained in the food product. Cumulative Energy Inputs
  • 21. Meat patty supply chain Crop Production Drying Fodder Production Feed Consumed Slaughter House Cutting To Storage To Restaurant Burger To Grill
  • 22. Meat patty supply chain: energy needs Cumulative Energy Inputs
  • 23. Hamburger energy profile The total energy inputs to produce a hamburger are between 1,743 and 4,454 calories of energy inputs required to produce a hamburger.* Each hamburger contains 310 calories of food energy.** In addition to the kitchen, our supply chain also is a major contributor. Total Energy Inputs for a Hamburger Bun Burger Cheese Pickle & Onion Lettuce
  • 24. Intrinsic or Extrinsic Cultivated Wheat Milled Grain Flour Baked Bread To Storage To Restaurant
  • 26. Local and Global! Food has been traded for 2K, 5K or 10K, as you choose to believe Can we still both eat locally and act globally?
  • 27. The Way Forward Get this right and you have customers for life! Service Customers great food that reflects a customer’s values and contributes to a healthy life and they’ll keep coming back.
  • 28. Exceeding Expectations At Every Level Our company’s reputation Total transparency about what we do Community connections A great dining environment Great food Great service
  • 30. Inside Park at Café St. Barts Venerable New York institution on Park Avenue. A completely new restaurant designed by New York-based Conant Architects with a new state-of-the-art kitchen designed by Pascoe-Jacobs Associates. ‘ Wood’ used is sustainable bamboo Non formaldehyde wood products Low VOC (Volatile Organic Compound) paints and products Non toxic floor finishes Executive Chef Matthew Weingarten is creating menus focusing on local, seasonal and responsibly sourced ingredients.
  • 31. National Geographic Employee focused Visually stunning Globally Sustainable Matching culinary approach Reflect Sodexo and Nat’l Geo Values
  • 32. The University of Vermont Dudley H. Davis Student Center “The sustainability concept for building is really a part of the University’s vision” Annie Stevens, Assistant VP for Student and campus life. The center was constructed with great attention to Green Building Design and sustainability concepts.
  • 33. The Sustainability Concept for the Student Center Natural light. Green roof and terrace collects rain and storm water. A tunnel built from trees harvested on UVM land is attached to the building. Water, heat and electricity use tracked on computer monitors in a public Sustainability Gallery. Serves organic and sustainable food including soups and salads – developed by UVM’s Sodexo team.
  • 34. Northwestern University Northwestern University named the nation’s most vegetarian-friendly university by Peta2 One of 30 colleges nominated by our students nominees 20% of the 6,600 recipes Sodexo serves in the dining halls are vegetarian friendly
  • 35. Sodexo and Illinois Farmers Sodexo purchased over $4.75 million in fresh produce from Illinois farmers. In season, this is about half of all produce purchases.
  • 36. Food = Sustainability 1.3 billion people work in the food sector, the world’s largest employment group. One quarter of all arable land is dedicated to food production. One crop – coffee – is the second most valuable commodity in world trade after oil. Food production accounts for 34% of water use in the U.S. and about 40% globally. Food production accounts for more than 10% of energy use in the U.S. and 10-15% globally.
  • 37. Sustainability = Food Efforts to promote sustainability are linked to our ability to feed ourselves. Climate Change is forecast to be the leading cause of hunger in the coming decades Uncertainty in agricultural production means uncertainty in food price, supply and safety.
  • 38. Sodexo’s Corporate Citizenship Priorities Sustainability Health and Wellness Business Ethics Fighting Malnutrition Worldwide Diversity & Respect for Our People
  • 39. Our Work Ahead: Our Common roles in the Global context