What started off as bottom-line savings quickly developed into a practice the industry adopted as shoppers increasingly started seeking products that were made sustainably.

“It started off with ‘I want to take care of the planet,’ but then that social aspect came into it as well to make sure everybody had access to food,” Roerink explained. “Now, there is 60 percent of people who say ‘I cannot financially afford food waste.’”

Sustainability practices are a blend of better-for-you, better-for-the-planet and better-for-the-worker, which is the overlap consumers are now favoring. In terms of purchase choices, Roerink shared that sustainable products have considerable influence, but a majority of consumers view these products as tiebreakers vs. purchase priorities.

“If you were to look at these numbers through the lens of generations, you see that Gen Z is much more focused on sustainability commitments, on limiting food waste, on the packaging, etc.,” Roerink said. “That means that all of that is starting to gear up because their dollar is going to matter more in years to come.”

Educating consumers on the intricacies of sustainability as a whole is important for companies to consider, but Roerink advised that brands should keep it simple. By offering consumer-focused explanations of concepts such as regenerative agriculture and carbon footprint, brands can generate excitement and knowledge about a product, which will ultimately lead to more sales.