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Gram Green Paper 2008
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Objective
To reinforce the position of Gram UK as the leading supplier of energy efficient refrigeration to the UK foodservice market.
Target Audience
• Buyers, chefs and owner operators across the all sectors of the market
• National and regional distributors of Gram products to the market
• Trade associations
Strategy
To gain an insight into the opinions of UK foodservice operators’ needs and requirements to be greener and more environmentally responsible, independent research was commissioned to produce The Green Paper 2008.
The first of its kind to be conducted, The Green Paper 2008 clearly demonstrates operators’ interpretations and attitudes towards green issues and status. It also highlights personal green initiatives, awareness of Government incentives and legislation as well as offering insight into operators’ perceptions of costs involved and easiness to achieve.
Results
Quantitive telephone interviews were carried out on almost 700 UK foodservice operators. A list of questions was specially selected in order to provide the industry with the necessary information to reflect on how we can reduce our environmental impact. A 16 page full colour report was then produced, showing which sectors are up to speed with implementing green initiatives and which should be focusing on being more environmentally responsible.
The report was launched at a well-attended press conference resulting in some heavyweight editorial coverage. The report was also direct mailed to key customers and promoted as a download on Gram’s website – attracting over 700 downloads. Such was the success of the report that Gram has pledged to invest in the initiative next year to benchmark how the industry has progressed in adopting green policies.
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