Britvic-SDR-Foodservice-v17 FV - Flipbook - Page 8
Welcome
Sustainability
Category overview
Levelling the 昀椀eld
Despite the progress of recent decades in addressing social
inequalities, society still has a long way to go before the 昀椀eld
is levelled. So does the food and drink industry: between 2009
and 2019, 42% of venture capital funding in the sector went to
昀椀rms founded by people from “elite educational backgrounds”
– just 2.3% went to all-female teams and only 0.3% went to
Black-owned start-ups.13
The industry is helping to redress the balance. Sainsbury’s,
for example, is running the Thrive with Sainsbury’s incubator
scheme, which offers funding, support and mentorship for
Black-led food and drink businesses. In February 2023, it
announced the 昀椀rst three businesses to have won a listing at
the retailer as part of the scheme.14
Further examples from the past year include Deliveroo
and its restaurant partners’ campaign with charity, Albert
Kennedy Trust to support vulnerable LGBTQIA+ people facing
homelessness, Lidl’s sponsorship of Birmingham Pride 2023
(complete with a Lidl Pride bus on which staff members rode)
and Ocado’s decision to join the Career Accelerator LGBTQIA+
business mentoring programme.15
At Britvic, we believe we all have a part to play in making
the world a more equal and inclusive place. And not just
because it’s the right thing to do; by ensuring people from
all backgrounds and of all points of view are included in all
aspects of life, we all stand to bene昀椀t.
Our work with the National Autistic Society to support
the launch of Robinsons Fruit Shoot’s easier to recycle
sports caps in 2024 is also pertinent. We developed
videos, storyboards and online materials with the National
Autistic Society to help neurodivergent children and
their families manage the transition to the new cap. We
targeted autism-related media, parenting publications and
in昀氀uencers to explain the changes, raise awareness of
the challenges faced by those with autism and show how
brands can support this community.
The campaign was a huge success, achieving an earned
media reach of more than 1.5 million people and a social
media reach of 4 million people. Internally, Britvic continues
to develop and expand neurodiversity training and continue
its commitment to develop inclusive marketing campaigns
that resonate with diverse consumer groups, including the
neurodivergent community.
13 The Grocer - https://www.thegrocer.co.uk/saturday-essay/why-is-food-and-drink-innovation-only-accessible-to-the-privileged-few/678675.article
14 The Grocer - https://www.thegrocer.co.uk/buying-and-supplying/sainsburys-thrive-scheme-lists-its-昀椀rst-black-founded-brands/676106.article
15 The Grocer - https://www.thegrocer.co.uk/marketing/15-ways-supermarkets-and-grocery-are-celebrating-pride-month/679697.article
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SUSTaINaBIlITy
