Innovations GreenWire: Tetra Pak and WWF-UK launch 'Renewable Idea' competition

As part of the partnership, Tetra Pak UK and WWF-UK are launching a nationwide search for ideas aimed at harnessing the nation’s 'green’ intentions and translating them into action.

New research, commissioned by Tetra Pak, has revealed that whilst 82 per cent of UK adults believe their individual actions can make some difference to the environment, these are not reflected in food shopping habits where green credentials come fourth on the list of product criteria below quality, value and special offers.

'Your Renewable Idea’ calls for ideas and solutions which will encourage everyone to buy goods made from renewable sources, such as responsibly managed forests. Ideas to change people’s habits and lifestyles – no matter how large or small – can be submitted online via www.renewableidea.co.uk for a public vote. Up to £25,000 will go towards making the winning idea a reality, with the support of Tetra Pak and WWF-UK.

For every vote and idea submitted, Tetra Pak will donate 10 pence and £1 respectively, to WWF-UK. The funds generated will support a project to help conserve the forest habitat of a number of rare species including the Persian leopard.

The survey of 2,170 adults in the UK, commissioned by Tetra Pak, revealed that from a given list, value for money (97 per cent), good quality (96 per cent), and special offers (86 per cent) are the most important factors when shopping for food. Environmentally friendly (61 per cent) and fair-trade/ethical (56 per cent) credentials came fourth and fifth, followed by brand recognition (50 per cent) and innovation (28 per cent). The research also found that, whilst 80 per cent of adults claimed to know what a renewable resource is, just over half (55 per cent) accurately identified the definition.

Tetra Pak UK’s director of Environment and Communications, Rupert Maitland-Titterton said: "It’s encouraging that so many people have good green intentions, but no surprise that consumers rate value for money and quality above environmental credentials in the current economic climate. As the economy improves we’d hope to see that change, but in the meantime we have a job to do in encouraging people to translate their belief into action. Making the right choices does not always have to cost more - cartons are a great example of this – so people can start today. Our partnership with WWF aims to help people understand what renewable means, why it matters and how they really can make a difference. And we are calling for ideas – anything from an inventive shoppers’ loyalty scheme, an iPhone app that gives you a personal 'renewability rating’ or a children’s education programme – to help solve this challenge together."

WWF-UK’s Forest & Trade Network manager, Julia Young commented:
"The Russian Caucasus boasts a unique mixture of species yet has a worrying lack of sustainable forest management. To date, WWF has undertaken limited work in the region, yet it is one of our priority habitats in Russia, so this competition will help generate vital funding for the start of work there. Tetra Pak has committed to support the growth of FSC forest management in critical forest habitats, and together we are aiming to raise awareness of the need to manage production of forests as renewable resources to provide economic, social and environmental benefits for the foreseeable future."

Naturalist and TV wildlife presenter, Steve Backshall, who is giving his support to the campaign, said: "We’ve got just one planet, bursting with people – twice as many now as when my folks were kids. We all use an incredible amount of stuff, and when we’re done with it, it gets dumped. Would anybody out there look forward to a future of vast overflowing landfills, oceans filled with floating plastic, desperate plans to bury trash or fire it into space?! Of course not. Well there is one simple phrase you can start off with. Renewability: the fourth R. Reduce, reuse, recycle, choose renewable… supporting Tetra Pak’s campaign with WWF-UK is the perfect way to get started!"