Arla Foods, one of the world´s leading dairy co-operatives, is committed to environmentally responsible production. Its Closer to Nature concept is a pledge Arla made to deliver products free from artificial colourings and flavourings, and to only use additives that make the lowest possible impact on the environment.
ADDRESSING THE ISSUES
Arla Foods asked Epinion to conduct a survey with Danish consumers to evaluate their responses to the company’s Environmental Strategy 2020. They wanted to know:
- How do consumers experience and evaluate the environmental initiatives Arla Foods has already implemented?
- How do they perceive the targets Arla Foods has set to be reached by 2020?
In order to ensure a valid, detailed understanding of the consumers’ understanding of and attitude towards Arla Foods’ environmental initiatives, Epinion used a combined qualitative and quantitative approach.
The first phase of the analysis consisted of a series of qualitative focus group interviews aimed at exploring consumers’ emotional response to and understanding of various environmental initiatives.
The second phase consisted of a quantitative on-line questionnaire intended to corroborate the information gained from the focus groups as well as providing a basis for prioritising the environmental initiatives.
The insight Epinion provided Arla Foods with was an important tool in the strategic planning of the company’s environmental activities, as well as helping Arla Food´s future communication with consumers about environmental issues.