Ms. Spielmann, the term sustainability is increasingly being used as a purchasing argument. Is sustainability an issue that plays a role in your consumers’ purchasing decisions?
Sustainability is an important issue for a growing number of our consumers, but it is certainly not yet the main purchasing criterion. People choose our products because they enjoy snacking, and our goal is to combine this joy of life with responsibility. We want our consumers to know that they can enjoy without worry because we care about the environment, social responsibility and high-quality products in the background.
You will be appearing at this year’s BAM! Bock auf Morgen Festival, where everything revolves around sustainability. The term is interpreted in different ways. How do you define sustainability at Lorenz Snack-World?
For us at Lorenz, sustainability means doing everything we can to ensure that we pass the world on to the next generation at least in the same condition that we found it in – ideally even better. That is our vision. Sustainability is not just a trend, but a deeply rooted corporate philosophy. We want to improve both environmental protection and social aspects in the supply chain, while ensuring that our economic activities remain viable in the long term.
How do you put this claim into practice?
We have had a sustainability department for around 14 years. At first it was a rather small team without any deep strategic integration. However, since the transition to the fourth generation of entrepreneurs in 2019, we have integrated sustainability into the corporate strategy. The Lorenz Sustainability Program now summarizes our efforts – from reducing salt in our products and plastic in our packaging. We also work closely with our suppliers to improve ecological and social standards.
Packaging is a big issue for producers. What challenges do you see in this area?
Packaging is a key aspect of our sustainability strategy and we are working hard to improve the recyclability of our packaging. One example is our nut packaging, which is currently not recyclable because it requires a high barrier property to keep the product fresh. We have found a recyclable packaging, but it contains more plastic, which raises the question: what is better for the environment – less plastic or better recyclability?
So what is better?
To answer this complex question, we brought in external experts and scientists to calculate the carbon footprint. But there is no easy answer. This balancing act shows how difficult it is to get sustainability right. However, we continue to work to find the best possible solution that is best for both the product and the environment.
Another important topic for you is regenerative agriculture. What exactly does your work in this area look like?
Regenerative agriculture is a key approach for us to improve soil health and reduce CO₂ emissions. We currently work with 27 contract farmers in Germany, which accounts for about 10 percent of our total contract farmers. The goal is not only to improve soil health through regenerative methods, but also to enable the soil to sequester more CO₂. It is known that many soils around the world lack the ability to absorb carbon, which leads to environmental problems. By improving soil quality, we not only contribute to CO₂ reduction, but also promote biodiversity and water cycles.
What challenges are there in implementing this sustainable agriculture?
The biggest challenge is convincing farmers to change their current methods. For many farmers, this means a fundamental change in the way they work, which of course brings with it uncertainties and risks. In addition, there is currently no uniform definition of regenerative agriculture. There are many approaches, each with a different focus – be it crop rotation, soil cultivation or the reduction of fertilizers. However, the biggest hurdle is often having the courage to do things differently, even though they have worked in a certain way for decades.
Lorenz is known for his transparency, even when it comes to failures. One example is the quinoa chips. Why did you decide to openly communicate this failure?
Transparency is one of our core corporate values. We believe that openness not only creates trust, but also offers the opportunity to learn from mistakes – both for ourselves and for others. With the quinoa chips, we found that the raw material quinoa was still too unknown for many consumers in Germany. People had reservations about the product, even though it tasted very good. We communicated this failure openly because we believe that you can often learn more from setbacks than from successes. It is important not only to celebrate successes, but also to acknowledge the challenges.
What role does marketing play at Lorenz in this process?
At Lorenz, marketing is deeply involved in product development and plays a central role in the overall corporate strategy. We are not only responsible for promoting finished products, but also involved in the development of new products. Marketing sets the guardrails and defines which requirements a product must meet – be it in terms of nutritional value, sustainability or market needs. We work closely with product development and are also responsible for design, concept development and market launch. This integration ensures that products not only meet market requirements, but also meet our sustainable standards.
Companies are repeatedly criticized for making false sustainability claims. How does Lorenz prevent greenwashing and how are you preparing for the EU Green Claims Directive?
Greenwashing is a big problem and we are very careful in our communication. At Lorenz, we only talk about topics where we have actually made progress and avoid declarations of intent without concrete results. We welcome the EU’s Green Claims Directive because it requires companies to scientifically substantiate their environmental claims. This directive will mean additional work for us, but it is an important step in regaining consumer trust. For us, it goes without saying that sustainability messages are well-founded and transparent.
Andreas Marx
(amx, born in 1989) has been an editor at absatzwirtschaft since July 2022. He is neither a native nor an immigrant, but he is definitely digital. The Berlin resident with a penchant for niche topics has a broad range of interests, which is also reflected in his career: He has already worked at Playboy, the C3 agency and the industry service Meedia.
