Consumer-Friendly Language with Kerry Group

Kerry Group, a leading B2B ingredient supplier specialising in food protection  and preservation, has found an innovative way to engage both industry stakeholders and consumers in the food waste conversation—by using positive framing  and consumer-friendly language.

Traditionally focused on technical shelf-life solutions, Kerry recognised that discussions around preservatives and food safety can often feel distant or alienating to consumers and even some industry players. To shift perceptions, Kerry began “speaking consumer,” tapping into behavioural insights and reframing shelf-life extension as a tool for good. By positioning preservation as a means to save money, reduce waste, and feed more people, Kerry transforms it from a purely technical manufacturing tactic into a meaningful sustainability action.

A standout initiative is Kerry’s Food Waste Estimator, a free, interactive tool co-developed with Too Good To Go. It helps individuals understand the personal and environmental impact of reducing food waste at home. By entering simple inputs such as household size, grocery spend, and waste habits,  users receive relatable, tangible results—like money saved or smartphone charges worth of energy conserved. These feel-good, concrete outcomes make food waste prevention both manageable and impactful.

Kerry also invested in extensive global consumer research—including video diaries and surveys—to uncover how people perceive food waste and preservation in different cultural contexts. These insights directly inform Kerry’s communications strategy and product innovation, ensuring messages resonate broadly and meaningfully.

By framing food waste as a solvable challenge with both personal and global benefits, Kerry bridges the gap between scientific expertise and emotional engagement—empowering action across the entire supply chain.