Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

By Ben BOUCKLEY contact

- Last updated on GMT

Related tags: Supply chain, Sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries and insists beverage brands should do more to understand their supply chains.

Anna Hagemann-Rise, group communications & CSR manager, Froosh, told “Traceability in terms of the supply chain is a growing trend. And it feels like most of the bigger companies, at least, need a traceability supply chain focus, because this is what the consumers want. This is a good thing.

“But to my mind – a lot of this is just social washing. You try to wash your hands and might say that you’re doing something and not just walking the walk. We need to look at the origin of our products, get back to the roots, and before talking about it understand it.”

Hagemann-Rise was speaking on the margins of the Canadean Beverage Packaging 2014 event in Brussels this week, and she said Froosh had a close relationship with fruit growers in regions like Africa, where most of our bananas and mangoes come from.

“Given the fact that 50% of the fruit in our smoothies right now comes from developing countries, we have a specific interest in visiting these countries,”​ she said.

“We bring consumers, customer and the media to these farms – and they have an amazing impact on sustainable development in these local and very rural communities,”​ she added.

“What we see when we [Froosh] get there is that a lot of NGOs there give out handouts and development aid. But unfortunately is just not the right way to go. It doesn’t work on the ground,”​ she added, noting that money disappears due to corruption or is spent on arms.

“But what does work is buying goods from the fruit farms and making it easier for them to export their goods to America and the EU. So we’re trying to fight trade barriers on behalf of developing countries, so to speak,”​ Hagemann-Rise said.

Related news

Show more

Related products

show more

Brew with Confidence and Detect Spoilage

Brew with Confidence and Detect Spoilage

Sartorius AG | 30-Jun-2020 | Product Brochure

The art of brewing and the science of microbiology are an interesting and dynamic partnership which has been centuries in the making, one cannot exist...

Creating a new breed of beverages

Creating a new breed of beverages

Cargill | 16-Jun-2020 | Technical / White Paper

Innovative technologies. New fusions, functions and flavors. Personalized nutrition. Adventurous consumer tastes are re-drawing the boundary lines in today’s...

We put our color theories to the test

We put our color theories to the test

Lycored SARL | 02-Jun-2020 | Research Study

For today’s beverage consumer, visual appeal is everything. A natural color that stays true to flavor impacts appeal and experience. At Lycored, we understand...

The Best Plant Protein Comes From The Heart

The Best Plant Protein Comes From The Heart

Applied Food Sciences | 13-May-2020 | Technical / White Paper

Inside every hemp seed is the 'hemp heart.' This nutritional powerhouse is also the proprietary source for a new plant-based ingredient, called...

Related suppliers

Follow us


View more