WWF has partnered with Europe’s biggest producer of frozen foods to work on projects that increase food productivity through “nature-positive” farming.
Nomad Foods owns household name brands including Birds Eye, Findus, iglo, Aunt Bessie's and Goodfella's. The partnership with WWF will focus on finding agricultural solutions to the "triple challenge" of feeding a growing global population, while tackling the climate crisis and reversing biodiversity loss.
Projects will focus initially on vegetable production. One will look to create a blueprint for landscapes that can increase food productivity through "nature-positive" farming approaches, while another will be dedicated to measuring the impact of biodiversity at farm level to target interventions and find new ways of increasing pollinators such as bees and other species.
The partnership also involves public communication about how Nomad Foods brands and WWF are "working together to protect bees, butterflies and plants". On-pack communications will roll-out initially across four countries, starting with iglo Belgium and Portugal and Findus Spain in April 2021, followed by Birds Eye in the UK in June 2021.
“Our food system is one of the biggest drivers of climate change and nature loss, so it's a system we simply must change,” said Tanya Steele, chief executive of WWF-UK. “That's why we're delighted to be working in partnership with Nomad Foods, not only to reduce the environmental impact of farming, but also to encourage people to eat a more plant-rich diet that's healthy for them and for the planet."
Nomad Foods CEO Stéfan Descheemaeker said: “While improving biodiversity has been a focus for us and many of the farmers that we partner with for a number of years, I am excited that our collaboration with WWF will help us to extend our knowledge and create a much wider impact beyond our supply chain."