A social mission or social consciousness built into an agribusinesses business model will drive growth in the future more than product health claims. Consumers are increasingly concerned with a company’s practices and values and it is on this basis that companies will be creating brand loyalty with an increasingly fad-focused consumer base. Brands from start-up to giants have been committing to ethical or environmental causes through donating a percentage of profits, donating matching food, by using renewable packaging, or by sustainable sourcing as we have seen recently as Kellogg and Mars have announced their companies would only source sustainable palm oil.
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