Sustainability is the buzzword of the 21st century, with 78% of Americans reporting in a recent study that a sustainable lifestyle is important to them. The topic's rise is undoubtedly linked to greater information and resources about global warming and the issues our planet is facing. But instead of accepting the status quo, our brightest minds have adapted with innovation and vigour to combat the footprint created by our growing society.
And these innovations don't fall on flat ears; the appetite for sustainability is high in today's consumers. Gen Z, in particular, are spearheading the interest in sustainability, and they're showing it with their wallets. A 2021 survey from Barclaycard revealed that 40% of Gen Z consumers are likelier to buy from brands with strong environmental credentials, with 63% of participants actively willing to pay more for sustainable products.
This consumer need is also pushing the hand of retailers, with an incredible 21% of the UK's largest retailers cancelling contracts with suppliers due to their inability to meet ESG standards. This need for sustainability is being felt at the highest levels of businesses too, with a Deloitte study finding two-thirds of CFOs in Europe are facing significant shareholder and investor pressure to act on climate change.
Now that we know how hungry the market is let's explore some of the greatest sustainability solutions in F&B and peek at what greener future could be coming our way.
Serving sustainability
Food is one of the areas that has seen the most growth in sustainability investment. Farming is the leading cause of pollution in many countries; it uses 69% of the world's freshwater supply, and the rearing of livestock accounts for 18% of all greenhouse gas emissions. And, since diners are becoming increasingly interested in sourcing and sustainability in their decision-making, something has to change.
In comes the meat substitute… Although alternative meats date as far back as 206 BC (hello tofu), meat substitutes really came into their own in the post-hippie wave of vegetarianism. From the scientific discovery of high-protein fungus in the 60s to its mass introduction into our supermarkets by Quorn in the 90s, the faux meat industry has grown to astronomical heights, with a record 6 in 10 US households buying plant-based products in 2022.
All this progress in meat-less meat is having an extremely positive effect on emissions. Beyond Meat stands at 96% lower than beef, and Quorn has an impressive 30 to 50 times less emissions than its meaty counterparts. Figures and facts like this are the driving factors for innovation in sustainable meat. So the theory goes, if we change the nature of how we eat, maybe we can change the future for generations to come.
One of the most exciting evolutions of recent years in the meat-free market is the introduction of 3D printing. What sounds like a futuristic Star Trek invention is, in fact, changing the game for the conversion of hardcore meat eaters to alternative protein lovers.
So, how does it work? Put simply, 3D printers create more authentic meat by creating structures that mimic that of real meat. This more fibrous texture is made by "printing" layer by layer of proteins through small nozzles. The layers consist of faux meat and fat, producing a natural marbling of fat distribution like regular meat. The designs themselves are created using computer software, which has analysed meat structures and created a blueprint for alternative proteins to replicate.
The success of 3D-printed proteins is impressive so far, and as technology and accessibility increase, it will only thrive further. In a recent study by Vantage Market Research, 3D-printed foods were estimated to achieve a compound growth rate of 49.9% by 2030. This level of market interest combined with the environmental benefits is a shining example of how everyone wins when innovation in sustainability is mastered.
Bottling innovation
Beverages aren't escaping the heat for their role in creating a negative environmental impact. Everything from brewing to bottling to packaging and shipping creates a huge amount of emissions. Although not at the level of meat, plastic bottles alone contribute to 3.4% of total greenhouse gas emissions and a whopping 99% of them are made from fossil fuels. But, thanks to the social and legal pressures surrounding a carbon-neutral society, innovation in this area is actively booming.
Some of the biggest players in the beverage industry are committing their businesses to lofty environmental goals. Pernod Ricard aims for all raw materials to be produced or sourced in line with sustainability development standards. Bacardi, on the other hand, is aiming for an entirely plastic-free process by 2030.
When we look at Bacardi, we see an interesting development in their packaging process that seems to be the way forward for creating a much more sustainable way of bottling and distribution. Their biopolymer bottle, released in 2020, is made entirely from natural oils, which biodegrade in 18 months, unlike the usual plastic bottle that can take up to 400 years. They're also taking this one step further into the world of paper bottles.
Paper bottle innovation has been used by British gin brand Silentpool since 2021. Their 'Green Man gin' bottles comprise of an outer layer of a beautifully designed cardboard sleeve that covers a 100% recyclable pouch. This outer layer is made from 94% recyclable paper, it is 80% lighter than glass and has a carbon footprint that is 5 times lower.
This paper alternative provides the wine and spirits industry with a higher-end alternative to other more environmentally friendly options like cans and cardboard boxes.
Sustainability at Marriott
At Marriott, a Serve 360 Goals program has been in place for a number of years. This dedicated structure ensures that the company's entire ecosystem operates sustainably, not just for the environment but for society as a whole. A core component of this is accurate and transparent information from both suppliers and Marriott itself. The yearly Serve 360 report details the company initiatives and progress and provides a valuable hub for anyone curious about the trajectory for sustainable change at Marriott.
To the future
If the latest trends and goals are anything to go by for the future of sustainability in the F&B sector, we can expect more wild and wonderful uses of technology and materials in our daily lives. And, as governance and consumers alike dictate higher sustainability standards, we'll likely see an uptick in eco-friendly investment year after year.
Perhaps in 2045, we'll all be sipping a red wine poured from a paper bottle whilst cutting into our 3D-printed steak - and it'll seem entirely day to day. One thing is for sure: the thirst for a more sustainable way to enjoy life is certainly not quenched yet.
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