Selling in the Agora or Connecting Online – Consumer Products Companies Adapt to Growing Demand for Sustainable Products

June 20 2021  – Here we go shopping!

by Hank Boerner – Chair & Chief Strategist – G&A Institute

Selling “at retail,” both direct to consumers and through business partners to consumers in both digital and physical spaces, is a rapidly- changing (every day!) area of the North American economy.

Think of the upheavals in the once-staid and steady consumer retail marketplace in recent years.

Tiny Amazon came to life in summer 1994 in Washington State founded by a former Wall Streeter, Jeff Bezos. The first products offered were books (with human editors writing summaries!).

By 2020, the company had reached annual revenues of US$386 billion (up $38% over 2019) with net profits of US$21 billion (up 84% over 2019) – with an amazing array of products moving to consumers.

Amazon was the “go-to” retailer for many people in the sheltering-in-place days of the Covid pandemic. Need “it”? Chances are Amazon’s “got it” as the company’s inventory of products and methods of delivery have been dramatically expanding. And disrupting many other retailing organizations.

The largest U.S.-headquartered, “location-based” as well as remote order retail organization selling direct to consumers is Walmart, with 11,443 stores, 404 distribution centers and 2021 fiscal year sales of $559 billion worldwide.

Consider that Walmart is the largest retailer on the globe — including being the #2 digital retail marketer. All this from small beginnings as storefront stores in Arkansas founded by Sam Walton and family in 1962. By 1967, there were 24 stores with a healthy $12 million in annual sales.  Walton Stores morphed to “Wal-Mart Stores”.

Walmart today is also a business disrupter for many other retailing organizations and for companies in the middle all along the value chain from farm-to-factory-to-shelf and table. But there are other disrupters as well in the digital retail marketing space.

Top web-based retailers today include Apple (at #3, just passed by Walmart), Dell, Best Buy, Home Depot, Target, Wayfair, Kroger, and Staples.

In 2020, the U.S. Department of Commerce estimated that retail sales topped $4 trillion in the United States. While e-commerce grew by 44% to become $1-in-$5 of all retail sales, “in-store” sales still dominated the retail space.

There are more than one million retail establishments across the breadth of the U.S., and even the 50 top retailers with online presence operate stores (a hybrid model).

Fixed-space retailing is still very popular with consumers – “wandering the Agora” has been a favorite pastime for many of us since the classical times in ancient Greece and down through the ages.

The Athens agora was an important city and just part of the agora of settlements in Greece; this was the center of economic activity and the consumer marketplace for goods…as well as for sharing ideas.

Today’s huge malls are a sort of equivalent but minus the philosophers holding forth.

What about large consumer products companies selling to consumers in domestic and global marketplaces, mostly through value chain partners ranging from Walmart and Amazon to supermarket chains?

How are these companies managing their way through the embrace of sustainable products by a growing number of consumers?

We have selected three firms to look at this week who are leaders in terms of their corporate ESG profile: Kellogg’s, Colgate-Palmolive, and PepsiCo. Some top lines for you:

Kellogg’s is partnering with 440,000 farmers in 29 countries to promote climate, social and financial resiliency (this is the “Kellogg’s Origin” program). The company’s Kashi subsidiary began to partner with local growers (wheat, corn, rice, sorghum) to help transition from traditional farming to organic farming. The food manufacturer / marketers’ programs are outlined in the story from Baking Business (see link below).

Colgate-Palmolive is reporting on its corporate sustainability journey with updates on its “purpose” progress – re-imagining a healthier future for all people, their pets, and our planet.

News: 99 percent of Colgate-Palmolive products launched in 2020 have improved sustainability profiles – that should be attractive to this large company’s customers.

PepsiCo is a large multinational enterprise marketing beverages and snacks around the world. The company is coming out in support of the idea of better “environmental labelling,” as the European Union considers as part of its “Farm-to-Fork” strategy a sustainable food labelling framework. PepsiCo is generally on board, says its director of environmental policy, Gloria Gabellini, with the idea that consumers have the right to expect transparency from the producers.

And so – for consumer purchases in the digital space or taking place in a fixed location (the venerable physical storefront) – consumer products companies are recognizing the shift underway with many more buyers seeking “sustainable” products (especially for consumables).

These food, beverage, personal products, and related products are disrupting their own businesses to remake the model.

Think of retailing – including wandering the Agora of the 21st Century – as an ever-changing economic activity.

Free-range chicken for dinner tonight, anyone? Even farming practices considered “old” or traditional are coming back into vogue for consumers.

TOP STORIES

Corporate Progress

G7 Developments

The “G7” are heads of governments of the leading economies of the world – United States of America, France, Germany, United Kingdom, Japan, Italy, and Canada.

These sovereigns represent about 60% of global net wealth and almost half of global GDP. The European Union has representatives at the G7’s annual summit. G7 decisions influence the major economies of the world. So – these steps need to be monitored going forward:

As the Global Demand for Palm Oil Rises, There is More Focus on the Growing Areas – and on Industry Behaviors Such as Deforestation

By Hank Boerner – Chair, G&A Institute

Palm Oil is one of the world’s most popular vegetable cooking oils and in western nations is widely used as prepared food ingredients. Food industry interests promote the benefits: lower cholesterol levels, less heart disease, more Vitamins A and E, and much more, derived from the rich beta-carotene from the pulp of oil palms.

Palm oil also shows up in our detergents, shampoo, cosmetics, pizza slices, cookies, margarine — and even in biofuels. Palm oil is especially used for cooking in Africa, Asia and parts of South America and is growing in favor in other regions such as in North America.

The palm oil plantations are located in such regions of the world as Southeast Asia – and there the industry is linked to the downside of the beneficial consumer product: deforestation, degrading of flora and fauna habitat, abuses of indigenous peoples, and negative impact on climate change as old growth land and tropical forest is cleared to make way for oil palm plantations.

Stakeholder reaction resulted in the creation of “reliable No Deforestation, No Peat, No Exploitation” policies – the “NDPE”.

These were developed for certification (to buyers) by the Roundtable on Sustainable Palm Oil (RSPO) and adopted in 2013 and 2014 by numerous Southeast Asian palm oil traders and refiners.

The policies (spelled out as best practices) are designed to prevent clearing of forests and peat lands for new palm oil plantations. There are 29 company groups, reports Chain Reaction Research, that have refining capabilities and have adopted NDPE policies. (Climate Reaction Research is a joint effort between Climate Advisers, Profundo and Aidenvironment.)

“Un-sustainable” palm oil practices are an issue for investors, customers (buying the oil), companies with sustainable practices, and countries in which palm oil is grown and harvested.

According to a new financial risk report from Chain Reaction Research, major markets with customers that accept “unsustainable palm oil” include India, China, Pakistan and Indonesia.

One of the major centers of production is the huge – more than 3,000-miles wide — Pacific Basin archipelago nation of Indonesia (once known as the Dutch East Indies). Almost half of the world’s palm oil refineries are in Indonesia and Malaysia.

The Indonesian government (the Ministry of Agriculture) reacted to the NDPE policies and proposed changes to its own certification program – known as the “Indonesian Sustainable Palm Oil Standard” (ISPO) – that would appear to be presenting companies with pressure to adopt one or the other of the certifications.  (The ISPO policy focus is on reducing Greenhouse Gas Emissions and addressing environmental issues.)

For Indonesia, palm oil is a strategic product that helps the government to meet job creation and export market goals. “Small holders” account for more than 40% of production in the country.

“Evidence suggests that the need for edible oil and energy will continue as populations grow, “Darmin Nasution, Coordinating Minister for Economic Affairs for Indonesia points out. “Land that can be utilized will decrease, so the question is how to meet those needs in the limited land area. Increasing productivity will be the key.”

Companies using the existing Indonesian ISPO certification were accused of human rights abuses and “land grabs” and so in January the government developed the new certification, which opponents claim weakens protection (the draft changes for the regulation removes independent monitoring and replaces “protection” with “management” for natural ecosystems).

Stranded Asset Risks

CDP estimates that global companies in the industry had almost US$1 trillion in annual revenues at risk from deforestation-related commodities. As the developed nation buyers looked carefully at their global supply chains and sources, “stranded assets” developed; that is, land on which palm oil cannot be developed because of buyers’ NPDE procurement policies. Indonesia and Malaysia have some of the world’s largest suppliers.

Western Corporate Reaction

Early in 2018 PepsiCo announced that it and its J/V partner Indofood suspended purchasing of palm oil from IndoAgri because PepsiCo — a very prominent global brand marketer — is concerned about allegations about deforestation and human rights were not being met.

Institutional Investors are busily identifying companies that source Crude Palm Oil (“CPO”) without paying attention to sustainability requirements, putting pressure on both sellers and buyers and perhaps pushing the smaller players to the sidelines. European buyers import CPO in large quantities to be used in biofuels.

The bold corporate names in western societies show up in rosters of company groups with refining capacity and NDPE policies, including Bunge, Cargill, Louis Dreyfus Company, Unilever, and Wilmar International. These are large peer companies in the producing countries (like IOI Group, Daabon, Golden Agri-Resources) are aiming for “zero deforestation” in their NDPE policies.

Other companies that source palm oil include Kellogg’s, Procter & Gamble, Mars, General Mills, Mondelez International, and other prominent brand name markets.

Your can check out the Chain Reaction Research group paper – “Unsustainable Palm Oil Faces Increasing Market Access Risks – NDPE Sourcing Policies Cover 74% of Southeast Asia’s Refining Capacity” at: http://chainreactionresearch.com/2017/11/01/report-unsustainable-palm-oil-faces-increasing-market-access-risks-ndpe-sourcing-policies

What About Exercise of National Sovereignty?

This situation raises interesting questions for developed nation brand marketers. If the government of Indonesia presses forward with the country’s own standards, should the purchaser in a developed country ignore or embrace the country standard? Instead of the Roundtable on Sustainable Palm Oil (RSPO) standard? What about “sovereign rights,” as in the ability for a sovereign nation to establish its own policies and standards governing the products developed within its borders?

As industry groups create their own standards and invite industry participants to embrace these (such as for product certification), corporations may find themselves bumping up against “nationalistic” guidelines designed to benefit the internal constituencies rather than “global norms” imposed from outside the country’s borders.

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Responding to the streams of negative news coming out of Indonesia, Chain Reaction Research on April 26 reported that Citigroup has cancelled loans to Indofood Agri Resources and its subsidiaries. Citigroup will exit its overall relationship with Indofood other than specific financial relationships that are not related to the palm oil business, says the research organization.

The research firm said that labor and environmental violations by Indofood and other companies related to Anthoni Salim and his family have been documented. The web of companies: Salim and family own 44% of First Pacific, which owns 74% of Indofood.

In April a report commissioned by Rainforest Action Network Foundation Norway and SumofUS and prepared by Chain Reaction Research alleged deforestation of almost 10,000 hectares of peatland by PT Duta Rendra – which is majority owned, the report says, by Salim and PT Sawit Khatulistiwa Lestan, which is associated by Salim.

Notes:

As we prepared this commentary, the Danish Institute for Human Rights and The Forest Trust carried out a Labour Rights Assessment of Nestle’s and Golden Agri-Resources palm oil supply chain in Indonesia.  Nestle’s and GAR and going to share their own action plans in response to the findings and recommendations.

For The Roundtable on Sustainable Palm Oil information: https://www.rspo.org/

There is information from a recent conference in Jakarta for you at: https://www.scidev.net/asia-pacific/forestry/news/science-can-keep-palm-oil-industry-sustainable.html

The Indonesian Government ISPO information is at: http://www.ispo-org.or.id/index.php?lang=en

General Mills Statement on Responsible Palm Oil Sourcing is at: https://www.generalmills.com/en/News/Issues/palm-oil-statement

Rainforest Action Network information is at: https://www.ran.org/palm_oil?gclid=EAIaIQobChMIuJyBg97i2gIVE1mGCh3A-QMYEAAYASAAEgKZePD_BwE#

The Union of Concerned Scientists information is at: https://www.ucsusa.org/global-warming/stop-deforestation/drivers-of-deforestation-2016-palm-oil#.WudvOKjwbAw