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New Zealand’s first B Corp retail activation launches in New World

7 June 2024

Shopping consciously is getting a little easier for the growing number of Kiwis eager to ‘buy better’, with the launch of New Zealand’s first-ever nationwide B Corp retail activation, courtesy of Foodstuffs New Zealand and Unilever New Zealand. 
Cam Heath, Unilever, and Sandy Botterill, Foodstuffs

Taking place in 130 New World stores across the country, the activation is shining a light on the value of B Corp certification, and its role in enabling Kiwi consumers to make more informed decisions at the shelf.  

Increasing numbers of New Zealanders want to pay more attention to the environmental impact of what they consume but find that misleading information and confusion are barriers to shopping more sustainably. 

The retail activation features in-aisle and digital marketing that directs shoppers to a selection of products that are made by Certified B Corp Unilever ANZ, with discounts of up to 50%. 

Managing Director for Unilever New Zealand, Cam Heath said, “We know Kiwis have great intentions when it comes to shopping consciously but it can be difficult to determine which products are better choices when it’s time to fill up the trolley. With this activation, we’re making buying better that little bit more straightforward, accessible and affordable.” 

B Corps are organisations that have been independently certified for going above and beyond business as usual, and proactively meeting high standards of social and environmental performance, accountability, and transparency. There are currently more than 160 B Corps in Aotearoa across 40 industries. 

“Achieving B Corp certification is no easy feat,” Cam said. “For Unilever ANZ, the rigorous process looked at every aspect of our operations, from reducing plastic waste and emissions, to ethical sourcing and supporting local communities. 

“Some examples of how we’ve brought this to life in New Zealand is by eliminating 3.7 million plastic scoops from our Surf laundry powder – a reduction of 14.9 tonnes of plastic circulated each year. We’ve also transitioned to more recycled plastic in our TRESemmé shampoo and conditioner bottles, reducing our reliance on virgin plastic. Meanwhile, we continue to boost productivity and staff wellbeing with our 4 Day Work Week trial,” he said. 

Sandy Botterill, Head of Environmental and Social Governance, Foodstuffs Co-operative Affairs said: “Customers are interested in buying better, but it can be confusing as there’s lots of different information out there. We fully support Unilever NZ in this initiative to raise awareness and educate shoppers. Being B Corp Certified is about driving positive environmental and social change with a focus on improving performance over time, while providing the proof to back those claims up. At Foodstuffs, we’ve made a commitment to be ‘Here for New Zealand’ which aligns nicely with the important work Unilever NZ is doing.” 

The B Corp retail activation rolls out across select New World stores nationwide until Sunday 23 June 2024.  

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