EUROPE
“ Ultimately , our sustainability goals are but one step in a 100-plus year plan that will enable us to continue to excite our customers with amazing brands and do so in a sustainable way .”
– Richard White , Vice President of Procurement and Sustainability ( Europe )
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White believes that its not only the company that has turned its attentions towards visibility and transparency across the supply chain with regards to sustainability .
Consumers are changing and in this modern world where more and more data is accessible in the palm of the hand , White feels that the consumers have become much more in tune towards the sourcing of the ingredients or the raw materials in the products they buy .
To this end , AB InBev remains agile to this changing consumer mindset and White believes that this will prove king in the delivery of the sustainability goals .
“ Our consumers connect with us through our brands and so we have a responsibility to utilise this touch point and continue to innovate and push our sustainability goals ,” he says . “ What we as a business will continue to do in order to achieve this is to activate and amplify them through our consumer touch points .”
No more is this apparent than in the “ Buy a lady a drink ” campaign ,
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