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Sustainable food messages risk confusing consumers

Interview with Jeff Hilton
Co-founder and partner, Integrated Marketing Group

28-Jul-2010, duration 03:56

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Food firms are increasingly discussing the sustainability of their activities, but they must communicate with consumers using practical messages rather than euphemisms and jargon, says brand expert.

Jeff Hilton of Integrated Marketing Group explains that consumers may not fully understand the green messages sent out by food manufacturers, and there is a need for more practical information on how they can incorporate green actions into their daily lives.

Moreover, the array of logos and standards now used on food products is mind-boggling for consumers. While Hilton says they are helpful in their philosophy, initiatives are needed to bring some of them together.

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