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Novotel agrees to reduce meat and fish options in WWF deal

Novotel, Accor’s founding brand, has agreed an international partnership with WWF to help reduce its emissions and fight overfishing. As part of this it will develop a new action plan that will see it cut greenhouse gas emissions through changes to its food and beverage policies, including a reduction in meat and fish.

Under the three-year agreement, from 2024 to 2027, WWF France will provide technical expertise that will be shared across Novotel’s 580 hotels worldwide. This will include work on sustainable seafood policies and throughout the supply chains for Novotel hotels and restaurants.

Novotel has committed to build a three-year science-based action plan, rooted in three of the United Nations’ priority ocean-related actions: reducing marine pollution and ocean acidification, particularly from land-based activities; fighting overfishing and promoting sustainable fishing models; and increasing scientific knowledge and research for ocean health.  

The plan will result in actions in key areas, such as reducing plastic waste and greenhouse gas emissions, reducing meat, fish and waste within Novotel’s food and beverage operations, and educating guests, hotel teams and local communities on the necessity of ocean conservation and how to positively contribute.

Through the partnership Novotel will also sponsor several critical WWF ocean-related conservation projects across the world. “As a primarily land-based brand, Novotel has a unique opportunity to increase awareness of the impact everyone, everywhere has on the ocean and inspire positive change for the ocean’s future,” said Accor chief commercial officer Karelle Lamouche.

The relationship between WWF and its corporate partners has been under scrutiny recently. According to The Observer, the wildlife charity allegedly dropped a study highlighting chicken farm pollution linked to the supply chain of its former supermarket partner Tesco. The charity has denied the claims. 

Accor has a target to reduce its absolute emissions by 46% by 2030, compared to the 2019 base year; the target has been validated by the Science-based target initiative.

Accor also joined the ‘Business Ambition for 1.5°C’ programme in 2021, and as such became the first international hotel group to make a long-term commitment to achieving net-zero emissions by 2050. However, it failed to meet the deadline to have the target verified by SBTi and has therefore had its long-term net-zero commitment removed. Accor was approached for a comment.