Understanding the retail business case for promoting sustainable diets

World Wildlife Fund (WWF)
Start date:
September 2011
March 2012

WWF’s One planet Food Programme aims to reduce the global environmental and social impacts of UK food production and consumption. Previous work undertaken by WWF demonstrates that current UK diets are unsustainable and that multiple retailers in the UK potentially play an important role in shaping consumption patterns.

We were delighted to have been commissioned by WWF to undertake a programme of research to demonstrate the business case for retailers to promote sustainable diets.

A combination of desk-based reviews and interviews were used to consider the rationale for retailers to support and promote sustainable food consumption. In particular, the research explored what mechanisms retailers could adopt to promote sustainable diets and the financial and reputational impacts associated with doing so.

This work forms part of a larger programme of research funded by the Esmee Fairbairn Foundation. Aside from exploring the business case for promoting sustainable diets, this work seeks to engage campaigners, producers and government in an informed and constructive dialogue in order to overcome policy obstacles to promoting sustainable food consumption.

The report is available for download using the link on the right.

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