At jellybean, sustainability isn’t just a buzzword. As a proudly employee-owned organisation, it’s a commitment woven into the fabric of how we operate, create and collaborate. From reducing our carbon footprint, to our team ‘beanifesto’ commitment, we’ve made meaningful strides in our sustainability journey over the past 38 years. Recently we have been working alongside Alectro as our Virtual Sustainability Officer to ensure we measure all we can and move in the right direction with a goal to become net zero by 2030. More of which can be found here.

As a leading food and drink agency working closely with foodservice and hospitality brands, we also appreciate how vital it is to support brands and operators to embed sustainability into their business strategies. Which is why I attended The Caterer’s Sustainability Summit 2025 webinar, which tackled the tough question: how can hospitality leaders drive environmental change when every penny counts? The session, hosted by James Stag and Victoria Miller from The Caterer featured a stellar line-up of: Dr Kirstie McIntyre – CEO, Communique Global, a sustainability strategist with over 30 years of experience in ESG programmes and advising leadership teams. Charmaine McHugo – Co-owner, Chapters (Michelin Green Star restaurant), Hay-on-Wye and Ed Walker – Founder and CEO, Fika Catering & Bloom Coffee Academy, Samantha Wilson – Sustainability Officer, Red Carnation Hotels.

Here are our the key takeouts…

Strategic Prioritisation

  • Sustainability must be embedded into core business strategy, not treated as a side initiative.
  • Leaders should define what their business stands for and align sustainability goals with commercial objectives.
  • Identifying material ESG issues relevant to your brand and stakeholders is the first step.

Leadership and Buy-In

  • Securing support from owners and senior teams is essential to drive change.
  • Sustainability needs to be seen as a business-critical priority, not a cost centre.
  • Investors, employees and customers increasingly expect meaningful progress on ESG.

Team Engagement

  • Staff engagement is key to building a culture of sustainability.
  • Early wins and clear communication help motivate teams and build momentum.
  • Avoiding greenwash and focusing on credible action builds trust internally and externally.

Operational Balance

  • Operators must balance guest experience with environmental impact.
  • Practical initiatives like energy-efficient kitchens, sustainable sourcing and waste reduction are gaining traction.
  • ROI measurement helps justify sustainability investments and track progress.

What This Means for Food & Drink Brands

Food and drink suppliers have a vital role to play in supporting hospitality’s sustainability journey. Here’s how:

Transparency and Traceability

Provide clear information on sourcing, production methods and packaging. Operators need this data to meet their own sustainability targets.

Collaborative Innovation

Work with hospitality clients to co-develop sustainable menu options, reduce food waste and improve energy efficiency in kitchens.

Data Sharing

Help operators measure impact by supplying standardised, auditable data on product footprints, ingredient sourcing and logistics.

Accreditation Support

Assist operators in achieving sustainability certifications (e.g. B Corp, Green Tourism) by aligning your products and practices with recognised standards.

Education and Training

Offer training resources or workshops to help hospitality teams understand sustainability issues and how your brand supports them.

As ever, this Caterer Summit was enlightening and grounded in real world experiences, which reinforced the importance of partnership and innovation in driving sustainability forward. For food and drink brands, the message is clear: be part of the solution!

If you want to work with an agency of food and drink obsessives that share your values when it comes to sustainability you can get in touch here.

Susan Wickes
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