Planet Positive Initiatives
Heinemann looks forward with Future Friendly concept
Heinemann Australia recently hailed the impact of its ‘Future Friendly’ store built around sustainable products at Sydney Airport, which followed its introduction of the concept in Europe in 2021.
Future Friendly aims to highlight brands and products that integrate sustainable and responsible practices in their production, and raise awareness among travellers of more sustainable product options.
The concept, introduced earlier this year at Sydney T1, highlights products that integrate sustainable and responsible practices in their production
The Future Friendly programme features products that fulfil clear, stringent criteria: suppliers must comply with Heinemann’s Code of Ethics in their business practices, and the products themselves must have two of the following five attributes:
- Certified organic
- Vegan and cruelty-free
- Certified fair manufacturing practices
- Significant recycled material
- Plastic-free
The Future Friendly range at Heinemann Australia featured at a T1 pop-up through April for maximum visibility and to drive footfall to the assortment. The company plans to open further similar stores in future.
Heinemann noted that point-of-sale materials were “thoughtfully curated to embody the same values as the product range itself”. The display materials were made from recyclable and reusable cardboard. The activation also incorporated live rather than artificial plants into the promotion.
“We are proud of the first steps we have taken towards a more responsible product assortment, putting ambitious and transparent criteria at the heart of our approach,” said Heinemann Australia Managing Director George Tsoukalas.
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The Moodie Davitt eZine
Issue 326 | 11 September 2023
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