This article was sponsored by Proctor and gambling.
In an increasingly connected global economy, the ingredients in your favorite products can be found thousands of miles away. Even relatively simple products can have complex ingredient supply chains around the world.
A great deal of planning and care goes into supply chain development as a critical business activity. At the same time, consumers are increasingly interested in the environmental and social impact behind the products they love and are demanding more transparency from brands about their supply chains. In fact, studies have shown that 94 percent of consumers are more likely to be loyal to a brand Provides complete supply chain transparency.
Over the past several years, major retailers have responded to this consumer demand by introducing programs such as Amazon’s Climate Pledge Friendly and Target Zero to help consumers navigate an increasingly complex marketplace. Brands have also responded. For plant values, meaningful partnerships with world-leading experts and organizations to reach common goals are central to driving greater impact on growing and transporting products for people and the planet. Collaboration with our suppliers and non-profit organizations is essential to areas of focus such as responsible sourcing, where local presence and community-level support make all the difference.
To that end, to support the responsible sourcing of guar – a natural polymer that enhances performance to provide consumers with moisturizing and soft hair care and body wash products – P&G Beauty has joined the Sustainable Guar Initiative (SGI) in 2021. SGI was created by Solvay, a global supplier of nutrients, to support and empower thousands of farmers and their families in India’s Rajasthan region, growing 80 percent of the world’s backyard produce. The partnership with P&G Beauty will not only double the program’s reach in the region, but will also equip more women farmers with tools and good farming practices to encourage higher yields, financial stability and support. Better working conditions and living conditions. The program supports the farming families with tools and the importance of regular child education and best practices in health and hygiene. He also established a community-owned rainwater storage pond for household and irrigation purposes.
In its latest chapter, P&G’s plant identity brand has brought sourcing to lead with a consumer engagement program supported by multiple retailers across the US. The Earth Month program was launched in partnership with major retail partners including Target, Walmart, Walgreens, Kroger, Meijer, Rite Aid and Family Dollar. It will benefit Gur farmers with the aim of achieving food security by creating individual home-grown organic kitchen gardens. In partnership with non-profit TechnoServe India, the program provides training on topics such as seeds, tools and training on topics including nutrition and best gardening practices to support the long-term development of each farmer’s kitchen garden. Examples of fruits and vegetables grown in these gardens include tomatoes, cucumbers, cabbage, cucumbers, okra, eggplant, radishes, spinach, and carrots.
Shoppers visiting the hair care aisle at these participating retailers are invited to participate in supporting the farmers who are critical to the development of many popular hair care products. In some stores, in-store or aisle displays share that for every bottle purchased, one meal is matched by “Grow, Grow, Feed.” program. Messaging is deployed on the Herbal Essences website and augmented by social media partners spreading the word about the initiative, impact and how and where consumers can get involved.
Although the program is primarily activated in April, the farmer’s benefit will be wider, with tools and knowledge that will be used for years to come, long after the first kitchen vegetable crops have been harvested. The benefit of the brand goes beyond promotion; As plant-based data continues to invest in new ways to drive impact while meaningfully engaging retail partners and consumers, we learned from “Grow, Grow, Feed.” A brand name helps inform the future of an increasingly successful business.
For more information about Herbal Essences’ efforts or how P&G beauty brands like Herbal Essences apply a systems thinking approach to guide our environmental and social impact efforts, please visit HerbalEssences.com Or us.pg.com/charge-beauty. To learn more about the Sustainable Guarantee Initiative, please visit: Responsible Beauty: How Procter & Gamble Is Using Guar (pg.com).
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