If we’ve learned one thing, it’s that we’re all super confused about what all these environmental checklists, certifications and claims really mean! We got some really good guidance early on to “keep it simple, cupcake” and continue to recommend taking a “just the facts” approach to the messaging around sustainability. There’s a lot of greenwashing in this industry, and we’re committed to keeping on a path that doesn’t add to the muck!
You’ll see us consistently focused on delivering just a couple key facts about our plant-based products that we know matter most to consumers:
1. The % of plant-based content
2. What you can do with it when you’re done – recycling or compost symbols, as appropriate
You’ll notice there isn’t a ton of marketing messages all over our food packaging. We’ve heard you - the focus needs to be on your products, not us!