SUCCESS STORY: CPG

White Leaf Provisions uses data-driven insights to help prove regenerative practices and expand shelf space in national grocery chain

BACKGROUND

Sustainability-driven brand seeks a partner in telling their impact story

White Leaf Provisions, a company dedicated to producing high-quality, nutrient-dense family foods, and with regenerative agriculture at its core, has emphasized the importance of sustainability and healing the earth’s soils in its story from day one. They are fully invested in sourcing regeneratively farmed, biodynamic, organic, and GMO-free ingredients for their product portfolio to help transform our food systems.

Because regenerative agriculture  is foundational for their brand and products, they have consistently made an effort to educate and drive awareness among retailers, consumers and investors for this level of farming. However, they did not have an intuitive way to measure the impact of their sourcing efforts and clearly show how the practices they support make a difference. White Leaf turned to HowGood to measure the holistic impact of their products on the environment and bring greater trust and credibility to their brand mission and promise.

OBJECTIVES

Measure, validate, and communicate impact for B2B and B2C marketing

  • Calculate the carbon footprint and overall impact of their products at the ingredient level
  • Prove and quantify the positive impact of the farming behind the products to retailers
  • Communicate the transparency and impact of products to consumers in a more direct and actionable way

One of White Leaf’s primary challenges was understanding the net value of their regenerative farming practices. To do so, they needed to measure and manage the environmental impact across their supply chain, including global shipping and procurement processes. 

Their goal was to calculate the carbon footprint and overall impact of their products, ensuring that the positive effects of their regenerative farming practices were not diminished by the impact of the rest of their supply chain. Finally, they wanted to be able to communicate the impact of their products to consumers and retailers in a more direct and actionable way.

SOLUTIONS & OUTCOMES

1. Data-driven insights to measure impact

HowGood’s Latis platform provided White Leaf with the necessary data and insights to address key challenges. The platform enabled White Leaf to quantify the environmental impact of all of their products, providing a comprehensive view of their efforts to offer clean, pure, nutritious regeneratively farmed family foods, grown in healthy soil. 

White Leaf found that their shipping processes had a relatively minimal impact on their overall environmental impact, further validating their commitment to an on-farm impact focus. They have also been able to assess impact at an ingredient level, which allows the team to identify sourcing opportunities and inform their product development strategy.

2. Sustainability Scorecard for B2B conversations

White Leaf has leveraged HowGood’s impact data and the HowGood Sustainability Scorecard to educate retailers and industry partners on regenerative farming and the tangible value of their healing practices. They were able to readily export a product scorecard for their best-performing products, showcasing how the impact of their products compared to their sales category average. The scorecards served as an instrumental tool to position their competitive advantage among larger brands and create a compelling sales pitch for major grocery chains within the natural channel.

We wanted to show retailers what White Leaf was doing proactively. We’re no longer just saying that we are a regenerative brand. We actually have the data to back it up.​
- Meghan Rowe, Co-Founder

By showing how their products set a new standard for quality and transparency, they were able to bring a new level of insight to support their claims and mission. Major retailers were impressed with the data-driven approach, which helped result in White Leaf doubling their SKUs on shelf in a priority grocery chain.

3. Consumer-facing Sustainability Claims

White Leaf has also been using Latis to try to more clearly and effectively communicate the sustainability of their products to consumers. They are in the process of labeling products on their newly rebranded website with HowGood-powered sustainability attributes. They plan to bring greater transparency and make impact insights more accessible to consumers at any stage of their sustainability and regenerative journey. They have also incorporated the sustainability attributes into the QR code experience on-pack as a way of further educating consumers about the value of regenerative practices.

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