Appelsientje, a FrieslandCampina brand, won the 2011 FSC Retail Award for stimulating awareness among consumers of the importance of FSC certified cardboard packaging for beverages. Last summer, in cooperation with Tetra Pak, Appelsientje distributed stickers with information on FSC certified cardboard on millions of litre packs of Appelsientje. Following Appelsientje, FrieslandCampina will convert to sustainably produced cardboard for all its cardboard packaging for beverages in the Benelux at the end of 2011. The FSC quality label has since developed into one of the most authoritative certificates in the field of sustainable production.
The Forest Stewardship Council (FSC) is an international organisation that promotes responsible forest stewardship worldwide. To make consumers aware of the usefulness of sustainable forest stewardship in an appealing way and in addition to the leaflets, FrieslandCampina and Tetra Pak, the manufacturer of the Appelsientje packaging, also created the action site for Dutch consumers www.natuurlijk-appelsientje.nl (naturally-Appelsientje).
Bert van Veldhuizen, director of FSC Netherlands, ‘The consumer action organised by Appelsientje is a highly effective way of creating real awareness among consumers for FSC. Moreover, the decision made by Tetra Pak and FrieslandCampina to use FSC certified packaging contributes significantly to the objectives of FSC Netherlands to increase the market share of FSC certified paper. The jury therefore more than rightly selected FrieslandCampina and Tetra Pak as winners of the 2011 FSC Retail Award.’
The added importance of involving consumers
‘We are extremely pleased with this prize as it again underlines the importance of our action. The FSC quality label is exceptionally valuable. Other cardboard packaging for beverages within FrieslandCampina such as Campina, Chocomel, Fristi, Optimel, Vifit, Goedemorgen!, Mona, Friesche Vlag coffee milk and long-life milk, Zuiver Zuivel, CoolBest, DubbelFrisss and Taksi, will also bear the FSC-quality label before the end of this year. In addition to this sizeable conversion, it is of course essential that we involve our consumers too. After all, the more people who become aware of the importance of sustainable cardboard the better it is for the environment’, says Patrick Reekmans, Managing Director of FrieslandCampina Benelux.
Joost Bakx, Marketing Director of Tetra Pak Benelux and partner of FSC Netherlands, also believes that this award sends a positive signal to other companies. ‘Consumers are becoming increasingly eager to know where products come from. This is an original way of providing more insight into FSC certified cardboard, which is a natural, renewable raw material and which, thanks to responsible forest stewardship, will never be exhausted. Packaging with the FSC quality label can therefore contribute to environmentally aware consumer choices.’