Abstract:
This study explores options for implementing higher environmental standards in the Wellington food and beverage service industry, and uncovers ways to overcome any identified barriers as part of a voluntary move towards best practice for this industry.
A targeted literature search examines literature on the economic and planning constraints facing local government and businesses. Case studies from other urban areas are examined in terms of their applicability to the Wellington food and beverage service industry. This literature is used to draw to together information to inform best practice guidelines for this industry.
Interviews with business owners and managers were held in order to gain an understanding of current business practices, and to evaluate the perceived barriers to activities such as waste minimisation, recycling, and efficient resource use. Many of the businesses surveyed carry out waste management activities. Sixty-eight percent were found to recycle at least one type of material. However, there is a lack of opportunities for recycling some waste streams (for example, kitchen organics), and a necessity for greater communication about exactly what services are available, who provides the services, and the benefits of participation.
Customers were also surveyed to gain an insight into purchasing preferences and environmental behaviours relating to the food and beverage service industry. Over two-thirds of consumers indicated that they would like to know more about the level of business participation in sustainable practices. Incentives for consumers to support sustainable businesses were identified as a potential feature of a strategy.
Community-Based Social Marketing (CBSM) theory provides a number of useful tools to be incorporated into a strategy (commitment; norms; communication; and incentives). Options for implementation using CBSM tools are presented. Recommendations favour signing businesses up to a council devised strategy that requires businesses to make continual improvements. This option utilises a range of CBSM techniques, and draws upon the characteristics of established programmes such as the Blue and Green accreditation schemes, of the Foundation for Environmental Education.
Businesses first become members of the scheme (signalling commitment) with the expectation that they work towards accreditation. This is received upon reaching the minimum standard for environmental best practice, and receiving a symbol, certificate, or 'flag'. In order to keep receiving the 'flag' the participating businesses would need to make demonstrable incremental improvements annually.
The primary recommendation is for implementation of a pilot "Absolutely Positively Sustainable Wellington" campaign focused on improving the environmental performance of the Wellington food and beverage industry. Supporting recommendations detail the characteristics of, and the process for, establishing this campaign.
