Campaign News

What do you think about Behind the Brands?

Two Decembers ago, my colleagues were in a funk and it wasn’t just the chilly weather getting to them. We wanted to help fix the broken food system because we saw the price women, farmers and their families were paying for it.

On taking a closer look at the problem, we saw the massive role that the private sector played in all of this. That inspired us to create a ranking system in which we would score the 10 largest food and beverage companies on their social responsibility in order to let them know what they are doing right and wrong and to enable our supporters to hold these companies to account for what happens in their supply chains.

And that was how the Behind the Brands campaign was born.

Fast forward to today, and over 700,000 people have persuaded food giants like PepsiCo, Coca Cola, Nestle, Mondelez, Mars, General Mills and Kellogg’s. One thing is clear: Behind the Brands would only have been an idea without regular people like you!

With those consecutive successes behind us we thought it would be good to learn a little more about you, our supporters.

About a month ago, we sent a survey around to supporters around the world. We received over 700 responses.

The top 3 things we found out were:

You see yourselves as responsible consumers.

Food companies care what you think because together you have huge purchasing power – and that’s not going to change.
You think we could experiment more in our work.

It is great for us to know you’re happy for us to try out new tactics!

You have an appetite for deeper engagement.

We want to engage with you more, too. Whether it’s through online or offline actions, it’s nice to hear you want to do more.

Together, we are powerful and your answers mean we can build our movement to change the world’s top food brands together in the way that we all want. We’ve got exciting plans for 2015 so stay tuned!

Thank you for standing up and being a part of the movement.

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