In this episode, we’re joined by Tor Hunt Taylor, Marketing Director at The Collective, to explore the challenges and opportunities of driving sustainability in the food industry. Tor shares her thoughts on the importance of networking and transparency, emphasizing how platforms like B Corp are instrumental for staying informed on advancements and navigating policy changes. These connections have proven vital in The Collective’s ambitious mission to achieve carbon neutrality by 2025. She explains the company’s current reliance on carbon offsetting and their plans to transition to insetting through regenerative farming practices, particularly in dairy farming, where milk production heavily contributes to carbon emissions.
The conversation delves into the hurdles faced by farmers attempting to adopt regenerative methods, including policy gaps and market pressures. Despite these challenges, the positive environmental impacts seen on farms that have embraced these practices offer hope and proof of concept. Tor also discusses how consumer behavior plays a critical role in driving sustainability. While interest in sustainable products is growing, price and taste often outweigh environmental considerations in purchasing decisions. Clear and simple communication about the benefits of regenerative farming is key to aligning consumer habits with sustainable goals.
We tackle the controversial topic of ultra-processed foods and the confusion surrounding this term. Tor highlights the need for better research to guide policies and inform consumers, especially given that some processed foods can still offer significant nutritional benefits. The discussion also touches on The Collective’s innovative approach to product development, including their new adult pouch range inspired by the success of their kids' snacks. This product line targets the adult snacking market with a focus on health and sustainability and has already received positive feedback. Sainsbury’s adoption of the range, paired with engaging and humorous marketing campaigns, showcases the brand’s commitment to connecting with consumers through relatable content.
Tor also shares insights into The Collective’s marketing strategy, which prioritizes impact over budget. By leveraging small, collaborative teams and using social media insights to engage with their audience, The Collective demonstrates how thoughtful, resourceful marketing can drive consumer engagement and build brand loyalty.
This episode offers a wealth of insights for anyone interested in the intersection of food, sustainability, and consumer behavior. From practical strategies to inspiring stories, it’s a conversation filled with actionable takeaways and food for thought.
Timestamps
0:00 - Introduction and guest welcome Tor Hunt Taylor
3:35 - Networking and transparency in sustainability
12:22 - Achieving carbon neutrality: Offset vs. inset
19:01 - Regenerative farming practices and challenges
27:45 - Consumer behaviour in sustainable product adoption
33:30 - Ultra-processed foods controversy and research needs
42:15 - Innovation at The Collective: Adult pouch range
51:40 - Marketing strategy: Connecting with consumers through humour and relatability
58:20 - Team dynamics and collaborative culture at The Collective
1:04:10 - Conclusion and call to action
Links and Resources:
Website Link: https://ohforfoodssake.co.uk/
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LinkedIn: https://www.linkedin.com/company/oh-for-food-s-sake/
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See you next time!