A global consumer business looked to combat the impct of food waste – where 60% comes from households – by using its own internal waste-reduction experience to positively influence its customer base and be recognised as a source of products, services and insights to help consumers reduce their own impact.
With a third of all food produced globally wasted every year, our client had committed to, and achieved, significant reductions in its own food waste. As a leader in food waste reduction, our client felt they could play a vital role in influencing and supporting their own customers with product that reduced waste – if only there was a greater awareness of their leading role in tackling this global challenge.
Xynteo was approached to devise a global programme to unlock systemic strategies for reducing food waste by enhancing consumer awareness of our client’s achievements as a way for enabling them to better serve their customers with waste reducing products, services, and insights.
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Co-created interventions across behaviour change, partnerships, policy, and innovation.
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Leaders engaged in building a layered strategy approach to addressing systemic food waste.
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Detailed routes to community impact defined for the client act as an advocate and leader.
The initiative
The key objectives for the engagement:
- Bring together cross-value-chain perspectives for insight development
- Define a strategy for influencing within the client, for communities, and end-consumers
- Create a roadmap of activities to enhance influence using the brands leadership
Xynteo’s role
Strategy ideation:
- Engaged global employees and external stakeholders for insight development
- Utilised insights to develop a narrative for change for the business
Stakeholder engagement:
- Devised and ran a series of workshops with client stakeholders to refine ideas
- Interviewed external organisations and built case studies to show the art of the possible
Roadmap development:
- Developed detailed routes to impact for global rollout to take forward
