Whole Earth, the UK’s number one peanut butter brand owned by Ecotone UK, is set to more than double its contribution last year to the Sumatran Orangutan Society (SOS). Celebrating and supporting rainforest conservation, the brand is pledging to donate 25% of the profits from its new Golden Rainforest Edition, with the aim to plant up to an estimated 50,000 trees in 2022.
The donation is part of Whole Earth’s ongoing four-year partnership with the SOS and commitment to rainforest protection. Part of Whole Earth’s focus on food that tastes good and does good, the special edition peanut butter is made with specially roasted nuts, giving it a naturally golden colour and deep, delicious flavour. The recipe won two stars at the Great Taste Awards 2021.
Available initially in Tesco from 25 January, (RRP: £3.30, 340g), the charming new Golden Rainforest edition is anticipated to have strong appeal with the growing number of conscious consumers that want to play their part in protecting biodiversity.
Over half of UK grocery shoppers say protecting biodiversity is considered to be the most important action to reduce the impact of humans on the planet. Sustainability is also the fastest-growing purchasing decision in grocery shopping.*
The brand chose to support rainforests as they play a vital role in the protection of the planet – housing the largest variety of plants and animal species and locking in carbon. The partnership focuses on supporting the Leuser ecosystem, an area known as the Forever Forest, the only place in the world where critically endangered animals like tigers, elephants, orangutans and rhinos co-exist. It is one of the most important rainforests in the world and it is under increasing threat from deforestation.
Attractive illustrations of the Forever Forest and its diverse animal inhabitants, feature on the product label. The forest is a vital life support system for the people and animals in Sumatra. Every jar sold will support the charity to grow the diverse ecosystem, support community engagement and provide long-term protection of the forest.
Bryan Martins, Whole Earth marketing and category director at Ecotone UK, says:
As a natural brand with a long-standing commitment to the environment, we wanted to support a project that is well aligned with what we stand for as a business. We are guided by our mission to protect and grow biodiversity, and by increasing our support for the SOS we can help to protect the diverse Sumatran ecosystem. Consumer purchases are increasingly driven by environmental concerns. By purchasing the Golden Rainforest edition, consumers are getting a delicious, award-winning peanut butter, while doing good for the planet. The attractive label gives it strong shelf stand out and we’re confident it will secure good rate of sale – the more we sell, the more money goes to SOS.
In addition to the logo already on pack, the SOS logo will be proudly emblazoned on the SRP for the wider Whole Earth peanut butter range from January.
The total donation from Whole Earth this year is estimated to enable the SOS to plant up to 50,000 trees, building on the 20,000 Whole Earth planted with them in 2021.
Committed to making products that are good for you and good for the earth, Whole Earth only uses natural ingredients that are sustainably sourced.
Whole Earth holds the largest share within the peanut butter category at 26.3% (source: IRI 4 w/e 11th September 2021).
Source: Whole Earth