The Publication For The Grocery Trade

Whole Earth voted UK's greenest food brand

Consumers perceive Whole Earth to be the UK's greenest food brand according to a Marketing Week survey conducted by YouGov (31/5/07). It was voted more environmentally friendly than Rachel's Organic, Green & Black and Linda McCartney. Whole Earth products, pictured here at the opening of the Whole Foods Market in High Street Kensington (7/6/07), have an authentic green heritage spanning 40 years. Whole Earth was the first company to obtain carbon neutral status back in 1997 and last year obtained CarbonNeutral status for its offices and ISO14001. It works with the CarbonNeutral Company on an on-going basis to ensure that its carbon neutral status is maintained in all areas. In the survey, consumers were asked to identify which brand names (across all industries) they considered to be the most environmentally friendly. The UK's greenest brands were Body Shop, Ecover and Whole Earth, revealing the importance of genuinely green credentials in order to gain the public's trust. "Fake greenery is as easy to spot as fake tan," said Marketing Week. Melanie Dean, Whole Earth Senior Brand Manager added: "We are definitely seeing something of a Green Rush at the moment as more and more food manufacturers jump on the carbon neutral, green friendly band wagon. To earn consumer trust green claims and credentials need to be ingrained in the brand's ethos from the moment of conception to be adhered to over a demonstrable period. We are proud of our genuine green heritage and respect the fact that we have earned the consumers trust." Whole Earth Sarah Toomey - Marketing Keith Warnock - Commercial Director Tel: 01428 685100 www.wholeearthfoods.com