Als je als merk het voedselsysteem radicaal wilt veranderen dan moet je een duidelijke visie delen op het systeem. Een visie die groter is dan je merk en waar je open en transparant over communiceert. Alleen op die manier kun je beweging op grote schaal realiseren. Voor Willem&Drees formuleerden we deze visie, definieerden we een bijpassende merkpositionering en ontwikkelden een stevig merkmanifest.
Hoog tijd voor nieuwe voedingswaarden! Het merkmanifest voor Willem&Drees vat de boodschap perfect samen: “Wil jij elke dag lekker, lokaal en biologisch eten? Dan is het tijd voor nieuwe voedingswaarden. En voor radicale openheid. Wij laten je precies zien waar jouw eten vandaag komt, wat het écht kost en hoe zwaar het de aarde belast. Met onze maaltijdboxen maak je een vuist tegen het voedselsysteem van de oude wereld. Met Willem&Drees eet je de wereld lekker beter.”
Eet de wereld lekker beter! Voor de ontwikkeling van de nieuwe merkpositionering namen we het huidige voedselsysteem onder de loep. We kwamen tot de conclusie dat ons huidige systeem niet langer kan. Het leidt tot uitputting van de aarde, ongezond voedsel en een oneerlijke verdeling van voedsel en winst. Daarnaast zagen we dat er veel aandacht is voor voedsel, maar minder voor wat voedzaam is en nóg minder voor voedingswaarden. Dit laatste gebruikten we als uitgangspunt voor ons manifest waarin we onze visie delen op voedingswaarden verpakt in het thema Eet de wereld lekker beter!
Tijd voor nieuwe voedingswaarden Willem&Drees is radicaal transparant over de inhoud van hun maaltijdboxen. Consumenten van Willem&Drees weten dankzij blockchaintechnologie en true pricing alles over de producten. Dat klinkt ingewikkeld, maar wij maakten het net zo makkelijk als het lezen van een recept. Eet de wereld lekker beter! Per product staat de werkelijke prijs vermeld, inclusief inkoop, distributie, marketing en CO2 uitstoot.
Sustainable Development Goals
Bij Heldergroen werken we alleen met merken die bijdragen aan de SDG's. Willem&Drees draagt bij aan:
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