Avery Dennison Debuts Film for ‘New Era’ of Supply Chain Transparency – WWD
According to global materials science company Avery Dennison, 65 percent of company executives identify sustainability after COVID-19 as an “even greater” priority – and that is why the company has released the short film “A Portrait of a Supply Chain” “A new era of supply chain transparency is emerging in front.”
The three-minute film gets to the heart of the idea that, with brevity, clarity and intent, technology “can be a force for good”. Avery Dennison digital supply chains and digital identity technology can be a panacea for supply chain traceability and transparency, as each product, from raw material to finished product itself, can be assigned unique traceable identities.
The documentary features three contributors discussing the importance of traceability in their respective industries, best practices, and why transparency is an integral part of their business. “Each of them own their company and explain how long they worked in the industry they worked in, how they got into it, and why the camera follows them during their work day,” the company said.
Produced by The Smalls, a video creation platform, the content was shot with local film crews in Mexico, South Africa and London.
Dan Northover, CEO of The Smalls, said: “With the shoot, we wanted to demonstrate how supply chains can be made personal, real and reliable. That’s why we’ve worked with Avery Dennison to empower the diverse people in apparel, grocery, beauty and logistics supply chains, to show why technology matters and how it ultimately plays a pivotal role in the economy, society and ours Planet plays. “
Avery Dennison added that the film “emphasizes what transparency means to the people who work at the heart of the supply chain. From deep connections with the land to safer and more sustainable practices, viewers get a glimpse of their work and commitment to the community and the environment. “
One of the companies featured in the film is Camaste, a Mexican cocoa butter producer who “has established a very close working relationship with a network of producers in Tabasco that enables trust and traceability in their supply chain”. Camaste combines raw materials at the source with a unique digital identity that is vital to its business as it supplies cocoa to US beauty companies and its reach extends as far as New Zealand.
Also featured is Greenfish, a South Africa-based fish shop that aims to “ensure that all seafood comes from legal fisheries and can be traced back to its place of origin.” Avery Dennison noted that every single pack of Greenfish contains information about its type, origin and production method.
From a fashion perspective, the film shows Emma Bonar from Great Britain, owner of 69b Boutique, a sustainable clothing store in London. With the vision of “bringing together designers who are socially and environmentally responsible”, the sustainable brands they work with must adhere to their strict guidelines on transparency and accountability. Bonar said, “Our customers rely on us to know where the products they buy come from.”
Tyler Chaffo, manager of global sustainability at Avery Dennison Intelligent Labels, said, “Governments have critical needs. [non-governmental organizations] and consumers for more transparency in the entire global supply chain. This means not just being tier-one suppliers [to move] across the chain to empower people and products and build a more sustainable planet. Many companies are using the current crisis to rethink and transform their global supply chain model. “A Portrait of a Supply Chain” is our initiative to make “heroes” some of the individuals and companies who work for it. “
Chaffo added that while companies have a vested interest in ensuring transparency in the supply chain, consumers are also committed to growing corporate sustainability. The company said its film confirms the findings of its latest market reports, including analysis of key sectors like apparel, food, beauty and logistics that are establishing best practices for transparency: According to its data, 83 percent of company leaders believe supply chains and related technologies exist can support sustainability goals, and 70 percent of consumers believe that brand trust is more important than in the past.
In addition to the reputational cost of not meeting these requirements, researchers at the MIT Sloan School of Management found that consumers may be willing to pay up to 10 percent more for products from companies that offer greater transparency in the supply chain. In the months ahead, we look forward to evolving these topics and fueling an industry-wide debate about what needs to happen in a sustainable supply chain to deliver the planet we all want. “
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