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FAIRR Initiative

Launch of the Coller FAIRR Protein Producer Index

Index examining environmental & social commitments of the world's 60 largest meat & fish producers.

Disciplines: Branding / design, Digital

Sector: Financial Services

Agency: Launch of the Coller FAIRR Protein Producer Index, Brand42

BITE Insight

In Great Britain, 7% of the country’s population is vegan, a figure that has risen steeply over the last few years. People have become more aware of where their food has come from and the effects that meat production can have on the environment.

Many of us are trying to reduce our carbon footprint and while going vegan is an option, it would be an easier task if the food industry was more transparent or simply more ethical in its production. Brand 42 worked with the FAIRR initiative, a collaborative investor network, to launch the Coller FAIRR Protein Producer Index, which examines the environmental and social commitments of world’s 60 largest meat and fish providers.

With its simple animation style and clear graphics, the launch video helps to make a complex message easier to digest. The animation shows there’s commercial reason for large scale food producers to adhere to more rigorous standards.

The Index is a downloadable resource and online data platform that helps investors understand and calibrate the risks that surround the food market. It looks at nine risk factors from greenhouse gases to water usage and animal welfare, all of which are tied to the UN’s Sustainable Development Goals.

As we become more aware of the effects of our own consumption, it seems only fitting that this translate into the ways that investment is conducted and also into the behaviour of global companies.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

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