Marisa Maccaferri, marketing executive of Woodlands Dairy and First Choice, says that sustainability is at the heart of Woodlands Dairy's business strategy and corporate values, shaping every aspect of its environmental, social and governance practices. 

"Whether it's adhering to the Woodlands Dairy Milk Standard, implementing the SWAN system, adopting energy-efficient manufacturing processes, or embracing eco-friendly packaging, sustainability is seamlessly woven into our operations. It transcends being a mere pillar; it's the very essence of our company; it's in our DNA", adds Maccaferri adds. 

Woodlands Dairy says that as a company deeply committed to transparency, it acknowledges the importance of sharing its journey with consumers, leading to the launch of its new sustainability campaign. 

"In a space cluttered with complicated terminology and statistics, our goal is to cut through the noise and present the facts in a fresh, simple and easily understandable manner," says Maccaferri. "We believe that knowing the truth about sustainable practices empowers better choices."

"Our dedication to transparency is evident in our sustainability efforts, providing honest, accurate and straightforward information across our ESG goals. This is our contribution to a more sustainable future," Maccaferri adds. 

'The Truth Tastes Good' campaign adopts a refreshing strategy to convey information in a readily comprehensible manner, according to Woodlands Dairy.

Aimee Taylor, Brand Consultant at HOOLA, says, "We aim to enlighten consumers about Woodlands Dairy's sustainability journey and establish a meaningful connection between the company and its brand First Choice. We encourage consumers to 'Taste the Truth’ by scanning a QR code on the products and leading them to the newly launched website. Our bold concept strives to make a distinctive impact in-store, sparking consumer curiosity about the truth behind their choices."

"It's a palate-pleasing experience when a company is transparent and relatable about its sustainability endeavours, highlighting a commitment to excellence and high-quality products. With a fresh and innovative website waiting to be explored, Woodlands Dairy invites visitors to taste firsthand why the truth about sustainability is as satisfying as its delicious products," Taylor adds. 

The company says it collaborated closely with Impact Studio to create an attractive website displaying Woodlands Dairy's commitment to sustainability.

Janice Gutsche, CEO of Impact Studio, says, "Transparency is key. We openly share both achievements and unmet goals, demonstrating our honesty. The language used is serious yet accessible to all. Collaborating with a client deeply committed to sustainability for the past 13 years has been a delight. The campaign with HOOLA and Woodlands Dairy was both creative and authentic, making the experience hugely enjoyable."

The campaign's interactive features reveal an enticing incentive on the website — an enlightening crossword scavenger hunt that actively encourages the exploration of sustainability information, says Woodlands Dairy. 

"We've strategically hidden distinctive and animated 'Taste the Truth' icons, conveying a serious message in a fun and real manner. The selected words underline key sustainability concepts important to our client. This engaging initiative aims to cultivate heightened awareness and appreciation for the company's sustainability efforts," adds Gutsche.

To connect with a broad audience, the campaign will further use various channels, encompassing:
  • advertisements
  • in-store point-of-sale displays
  • social media, and
  • public relations.

Maccaferri has urged individuals to delve into their initiatives and practices, promoting awareness of the steps taken to benefit communities and the environment. 

"Aligning choices with a brand like First Choice, dedicated to a positive impact, allows consumers to play a pivotal role in our collective sustainability endeavour. Tomorrow's sustainability is a shared responsibility, and heightened awareness and engagement empower consumers to contribute to a more environmentally conscious and socially responsible world," Maccaferri says.

Maccaferri highlights the 'Choose to Recycle' Campaign, a collaboration with Tetra Pak, Gayatri Paper Mills and PETCO, which educates students on recycling practices.

"Targeting liquid paperboard packaging, the campaign encourages schools to collect and recycle materials, with the chance to win prizes. This campaign exemplifies the impact of collaboration and education, aiming for a lasting shift toward responsible waste management in schools and communities. Reverse Vending Machines at our dairy shops further encourage recycling, regardless of material origin," says Maccaferri.

"Woodlands Dairy sees sustainability as an ongoing journey rather than a final destination. We're currently focussed on reducing reliance on fossil fuels, transitioning to renewable sources and minimising carbon emissions," Maccaferri adds.

"Our efforts include improving resource management, especially water conservation in our region. Certifications like ISO 50001 demonstrate our commitment to efficient energy management. Waste reduction and responsible disposal practices are crucial to our sustainability goals," Maccaferri says.

Maccaferri concludes, "Our dedication extends to the well-being of our team and animals on supplier farms, reflecting a holistic approach covering environmental, social and ethical dimensions. Consumers play a vital role in advancing our sustainability mission by making informed choices that support environmental and community well-being.

For more information, visit www.woodlandsdairy.co.za. You can also follow Woodlands Dairy on Facebook or on Instagram.