Realising the potential of Upfield’s sustainability story to add value to their investors and employees
Upfield is the world’s leading producer of plant-based food products. It owns brands like Violife, Flora and Country Crock. These dairy-alternative products have up to 70% less carbon impact than their dairy counterparts.
But the equity story wasn’t making the most of this and employees couldn’t see the connection with their day-to-day work.
The first step in establishing a story in the audiences’ minds is making it simple. In the 2021 sustainability report, we produced a simple, visual way of showing how Upfield’s products play a significant part in global climate action. And showed the strong commercial tailwinds.
We produced a series of visuals for social media to help Upfield share the story beyond the report. At the same time, we worked on senior leader messaging and training to sharpen the storytelling.
With the 2022 report, we moved the story on, to focus on Upfield’s transformation and strong position to accelerate growth. At the same time, we produced a series of icons for Upfield’s sustainability strategy. These were used to connect employees’ work to the sustainability impact the business makes.
Sustainability is what makes Upfield’s business valuable, and there is so much it could say. We stepped back and thought about its longer-term position before defining the story it should tell and how to tell it.
David Willans
Director, Sustainability, Bladonmore
