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  • Frank Welkerling

New product development. The true circle of life.

Corporate Social Responsibility (CSR) has been on the agenda fringes for decades; almost a corporate tick box exercise and subtle nod in the closing statements of big PLC’s end of year performance reporting; there remains an underlying misconception that it fails to contribute to the bottom line and growth. It’s no different to how culture and diversity is under-represented. Intrinsically linked is climate change. Three big conversations that are slowly taking a grip on society and inspiring imagination, innovation and, perhaps more importantly, product development. Eventually translating into brands and products that we consume in mass quantity, globally. You just need to look at the latest innovation in packaging materials, plastic reduction and new World foods; plant-based living is becoming a booming business set to be worth $74.2 billion by 2027, according to Globe Newswire. And so, these big topics are in fact contributing to growth, economic diversity and profitability, but in a much more sustainable way.



Clearly NPD is just one small, but enormously significant contribution to these big conversations. Getting brands and products into the hands of consumers has a big impact on our fragile planet. Sustainability is becoming hard wired into the DNA of new product development and by default impacts climate change. It transforms how we look at CSR. The influencer community is further helping raise the profile and debate around sustainability. As flying returns, rail travel increases and the cruise lines are once again getting ready to set sail, they will no doubt come under the sustainability spotlight. Yet we all play a role in providing a supply chain that makes a contribution to the climate for the next generation of travellers and adventurers.


At CSS, part of our growing portfolio will be dedicated to ‘eco-friendly’ alcoholic and non-alcoholic drinks, for example, Cooper King Herb Gin from Yorkshire. One of just a handful of UK distilleries to run on 100% green energy, it also uses vacuum stills to reduce energy use and save water. Ingredients are sourced locally, packaging is plastic free and its glass bottles are lightweight. Given the incredible rise of low and no alcohol beer, Freestar beer claims to use 80 per cent less water and create 70 per cent less waste during production than the industry average. Made without yeast, there’s no alcohol-removed. Rather Freestar blends malted barley, hops and water with natural ingredients to derive its flavour. It’s a process that means the complexities often lost in the de-alcoholisation process remain intact here.


We all have a role to play. And CSS is no exception. Talk to us about our eco-friendly range today.

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