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Hoshizaki UK

Acting to facilitate a greater use of sustainable foodservice equipment

Believing that getting the industry to take notice of the need for sustainability was vital, Hoshizaki came to us for inspiration.

Research • Strategy • Management

The Brief

Following on from the Gram Green Paper of the past, Hoshizaki was looking for a way to champion environmental sustainability, matching the company’s ethos and engaging other manufacturers, dealers, distributors and end-users in the process. We introduced Hoshizaki UK to Footprint Intelligence, the research team behind some of the industry’s most in-depth reports into sustainability and forged a plan of action which included investigation, analysis, creative, print and publicity, in order to spread the word.

A glass of circular ice cubes against a deep blue background. One of the ice cubes has a photo of the earth laid on top. Next to the glass is written 'Hoshizaki: Equipped for the Future'.

The Project

Equipment plays a valuable role across the foodservice industry, but is also responsible for a significant proportion of any commercial kitchen’s energy usage. As technology develops and manufacturing capability enhances, caterers have more choice when it comes to replacing their equipment, but this doesn’t always mean that more efficient equipment is ultimately chosen.

Working with Hoshizaki and Footprint Intelligence, we examined the thoughts and opinions of a range of key industry stakeholders. We identified the barriers to purchase and looked to understand how silos form between departments of larger companies, and how they can be broken down to allow groups to make the right choice for them and the wider environment.

A screening room filled with people watching a presentation of the environment.

Throughout the research, it was apparent that the three major hurdles to overcome to drive the adoption of sustainable equipment was price, difficulty in understanding whole life costings and the lack of comparable energy data. By understanding this, we were able to deliver strong, attainable conclusions that could be implemented across the industry and create a more sustainable future.

In a conference room in a central London hotel, operators, suppliers, manufacturers and trade journalists gathered in anticipation for the report launch. A series of presentations by the report’s author, leading industry associations and from Hoshizaki were combined with panel discussions and question and answer sessions to deliver an engaging and informative event for all who attended.

The Results

Each attendee was given a printed copy of the report while a digital version was made free for all to read. Extensive coverage was generated, positioning Hoshizaki at the centre of the sustainability drive and setting a number of actionable targets. Following the launch, a Steering Committee has been formed of senior executives, tasked with establishing common goals and actioning the outcomes from the initial report and into the future.

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