Consumers shopping for the latest beverage, snack or supplement have their list of criteria. They’re looking for clean labels, great taste, powerful nutrition … or all of these. And they’re increasingly interested in the story behind the brand. The growing interest in transparency is shining a light on the full supply chain, and offering companies the opportunity to showcase the partnerships they’ve developed.
Last year, Natural Products INSIDER called out some of these partnerships in the Esca Bona Supply Heroes series, designed to highlight brands that are using new approaches to repairing and solving challenges in today’s global supply chain.
Consider the work done by Alter Eco, maker of decadent chocolate products and holder of organic, Fair Trade and B-corp certifications. The company has developed strong collaborative relationships with cacao producers on the ground, focusing on improving the quality of life of all stakeholders. But it’s also taken things a step further with its work with Pur Projet, supporting the organization’s insetting philosophy and model with the goal of becoming a carbon negative business.
At the same time, not all aspects of the supply chain attract the same level of interest. Consider the laboratories that play a critical role in ensuring products meet established specs and are safe for consumption. Whether in-house or third-party, labs are an important part of the full process. Consider how Gaia Herbs, via its Meet Your Herbs program, is offering a look at not only the ingredient—traceable to the field—but also the testing results for every product.
Ultimately, it takes a village to raise a CPG brand. From the ingredient suppliers through contract manufacturers, the packaging suppliers and laboratories, each one has a role to play in helping a finished brand marketer bring a unique product to life.
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