How BlueBand maker Upfield is driving business growth sustainably

Kosala Hewamaddumathe, Upfield’s Chief Marketing Officer for Africa, the Middle East and Asia, has challenged businesses to seek to create sustainable value in their activities.

Hewamaddumathe was hosted by the Marketing Society of Kenya (MSK) to share insights on how organizations can thrive with sustainability at the core of their business.

He noted that in today’s rapidly changing business landscape, consumers are increasingly demanding transparency and accountability from the brands they support.

By incorporating Environmental, social, and governance (ESG) practices in its operations companies are not only meeting these expectations but also driving positive change in society, Hewamaddumathe observed.

People around the world are embracing plant-based foods for both health and ethical reasons.

“At Upfield our vision for a “Better Plant-Based Future” drives positive change in people’s health, their daily lives and our planet’s sustainability,” said Kosala.

“BlueBand remains one of the most trusted and beloved brands for taste and nutrition for healthy and happy children. Since 1923, it has set global quality standards while continuously innovating to redefine and support generations to flourish.”

He highlighted how BlueBand, which originated in the Netherlands, is sustainably driving growth for the business.

Upfield started sourcing canola, also known as rapeseed, locally in 2017 in partnership with Agventure, by growing canola in the foothills of Mount Kenya and Mau Narok.

Agventure started with 500 contracted farmers, increasing to over 7,500 who have been trained in conservation agriculture farming.

This initiative has created a sustainable supply of Canola oil for Upfield, ensured sustainable production and revenue for thousands of farmers and is providing quality nutrition for Kenyans via the omega 3 & 6 in canola oil a key ingredient in the manufacture of Blue Band spread.

“As a food and nutrition company, we play a pivotal role in people’s everyday lives. We remain committed to building our business with public health nutrition and well-being in mind. We believe that what goes into our products can impact people for good therefore we strive to provide products that are healthier and more sustainable for people and the planet and taste good,” said Hemawadduma.