SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | APAC edition

News > Business

Read more breaking news

 

 
CANADEAN BEVERAGE PACKAGING 2014, BRUSSELS

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

By Ben Bouckley+

30-Oct-2014
Last updated on 30-Oct-2014 at 17:09 GMT2014-10-30T17:09:51Z

Anna Hagemann-Rise, group communications & CSR manager, pictured here at one of Froosh's fruit farms in Malawi. In Brussels she urged 'trade not aid' developing countries
Anna Hagemann-Rise, group communications & CSR manager, pictured here at one of Froosh's fruit farms in Malawi. In Brussels she urged 'trade not aid' developing countries
Loading the player...

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries and insists beverage brands should do more to understand their supply chains.

Anna Hagemann-Rise, group communications & CSR manager, Froosh, told BeverageDaily.com: “Traceability in terms of the supply chain is a growing trend. And it feels like most of the bigger companies, at least, need a traceability supply chain focus, because this is what the consumers want. This is a good thing.

“But to my mind – a lot of this is just social washing. You try to wash your hands and might say that you’re doing something and not just walking the walk. We need to look at the origin of our products, get back to the roots, and before talking about it understand it.”

Hagemann-Rise was speaking on the margins of the Canadean Beverage Packaging 2014 event in Brussels this week, and she said Froosh had a close relationship with fruit growers in regions like Africa, where most of our bananas and mangoes come from.

“Given the fact that 50% of the fruit in our smoothies right now comes from developing countries, we have a specific interest in visiting these countries,” she said.

“We bring consumers, customer and the media to these farms – and they have an amazing impact on sustainable development in these local and very rural communities,” she added.

“What we see when we [Froosh] get there is that a lot of NGOs there give out handouts and development aid. But unfortunately is just not the right way to go. It doesn’t work on the ground,” she added, noting that money disappears due to corruption or is spent on arms.

“But what does work is buying goods from the fruit farms and making it easier for them to export their goods to America and the EU. So we’re trying to fight trade barriers on behalf of developing countries, so to speak,” Hagemann-Rise said.

Related products

Soup-to-Nuts Podcast: Confections hold steady in face of war on sugar

Soup-to-Nuts Podcast: Confections hold steady in face of the war on sugar

Despite significant headwinds generated by the escalating war on sugar and increasing consumer preferences...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

Ancient grain genome breakthrough advances struggle for food security

Ancient grain genome breakthrough advances struggle for food security

A group of international scientists has identified the complex DNA sequence of Wild Emmer,...

What's the future of farming? It can only be agroecology, says Farms of the Future

What's the future of farming? It can only be agroecology, says Farms of the Future

Think of agriculture of the future and you may conjure up images of hydroponic...

Desert King banks on plantations for sustainable supply of quillaja and yucca

Desert King banks on plantations for sustainable supply of quillaja and yucca

Investing in quillaja and yucca plantations, rather than relying on wild harvests, will guarantee...

Does the future of sustainable eating lie in plant-meat blends?

Does the future of sustainable eating lie in plant-meat blends?

Could be the future of sustainable eating be plant and meat protein blends? We...

DSM on bringing fermented stevia to Europe: 'There could be an advantage in being first'

DSM on bringing fermented stevia to Europe: 'There could be an advantage in being first'

DSM is seeking approval to sell fermented stevia in Europe. We caught up with the...

Kerry innovation chief talks investment, R&D and working with start-ups

Kerry innovation chief talks investment, R&D and working with start-ups

Following Kerry Group's $220 million (€193m) investment into research and development (R&D) last year, what's next...

‘Consumers will not compromise on taste,’ says FlavorHealth VP at IFT

‘Consumers will not compromise on taste,’ says FlavorHealth

FlavorHealth has found that most consumers will pick an indulgent beverage over a better-for-you...

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

"The conversion away from partially hydrogenated oils is really an opportunity to re-engineer cakes...

Cargill R&D VP talks ‘processed’ food, EverSweet, at IFT 2017

VIDEO: Cargill R&D VP talks ‘processed’ food: ‘All food is made of chemicals’

To many consumers, ‘processed food’ is just another term for ‘junk food.’ It’s hard...

Introducing jackfruit: The next big thing in plant-based meat alternatives?

Introducing jackfruit: The next big thing in plant-based meat alternatives?

Eric Evans

vice president of food service and industrial ingredients, The Jackfruit...

Key Industry Events