Purely Organic certified carbon neutral

Purely Organic, Noble Foods’ fastest-growing egg brand, said it has achieved carbon neutral status.

The brand added that the certification by the Carbon Trust will further strengthen its sustainability credentials and align with growing consumer demand for more environmentally friendly foods.

The brand has also redesigned its packaging to include the new accreditation – certified by the Carbon Trust – ‘Carbon Neutral’, with the new packs available on shelf from the end of July.

“Like us, shoppers agree that sustainability is extremely important. Therefore, we believe it’s our responsibility to take a market-leading step forward in carbon reduction, to ensure a more sustainable future for customers and producers alike,” Glenn Evans, Noble Foods’ group environmental manager, said.

“Purely Organic was the natural choice as the first product to be certified carbon neutral, because it already has strong environmental credentials and brand loyalists. Being organic already has many benefits for the environment – being free of pesticides and artificial fertilisers and the use of organic raw materials for poultry feed – and the addition of carbon neutrality to Purely Organic increases our appeal to our trade customers and consumers, while contributing to the wider environmental strategy for Noble Foods.”

The brand added that the carbon neutral status responds to changing consumer sentiment around the products they purchase and the decisions that shape those choices. Some 76 per cent of consumers are now concerned about climate change and 46 per cent of consumers have changed a product or brand because of it. Meanwhile, the second biggest factor behind consumers buying organic products is because they are perceived as ‘better for the environment’.

With annual sales up 21 per cent on 2021, Purely Organic has an 18.1 per cent share of the organic egg sector, up 3.4 per cent on 2021.

The brand said becoming carbon neutral is one of many steps that it is set to take over the coming months and years, with research and development already underway to understand what other opportunities the brand can tap into to further enhance its environmental credentials.

The revamped packs of Purely Organic will be available in pack sizes of six and ten and will be supported by in-store shopper marketing and digital media, including paid social media activity.