Ask most hospitality and foodservice insiders what marketing they’re doing around animal welfare and most likely you’ll have a tumbleweed moment. The reality is too few people are even talking about the (often considerable) commitments they have made, finding the topic too thorny and the business more preoccupied with issues such as carbon reduction or sustainable diets.
But operators who don’t communicate are missing out on a massive opportunity: to attract and retain customers who care (as well as clients and staff members) but also to improve the wellbeing of farm animals.
This report addresses the challenges and opportunities for marketing higher welfare products within the UK’s hospitality and foodservice industry. With consumer awareness and concern for animal welfare riding high (our research found that 88% of UK adults say they care about animal welfare), this report highlights strategies for businesses to effectively communicate their commitments.
Based on original consumer polling, industry interviews, in-depth research, behavioural insights, and case studies, it provides actionable recommendations on how operators can use storytelling, social proof, certifications, staff engagement and industry collaboration to market higher welfare practices in a meaningful, impactful way. By embracing these approaches, the industry has the potential not only to meet consumer expectations but to lead the movement towards ethically conscious animal products.
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