Communicating genuine sustainability progress

As part of our strategy, we are willing to generate attention for genuine sustainability progress; for example when companies successfully improve the sustainability of their products. We use our website, written blog-posts, articles, etc, to bring this to the attention of its global constituency. This can be perceived as a gesture of reward for improved sustainability actions. In addition, Fairfood participates in B2B communications, using phenomenal social media tools such as Twitter to strengthen relations with food companies and to follow their sustainability progress. Furthermore, the use of online social media tools such as Facebook and Twitter to fortify the effect of our advocacy work.

The advantage of these powerful tools is that they allow for non-country specific yet targeted communications campaigns. Facebook, with its 500 million users, can be seen as the third biggest “country” in the world (after China and India). We do this by raising awareness about sustainability and changing the terms of debate with regard to this topic. By actively interacting with our supporters from all over the world, and keeping them informed about sustainability, via campaign, we also create a large network of people who support our cause and our advocacy.