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Case study "Circular economy dilemma at Biofoodlab: how to stay fair, healthy and green "
Регистрационный номер: 0001-2-1
Формат: компакт-кейс
Предметные области: стратегический менеджмент, ESG
Время действия: 2020
Дополнительные материалы:
Annotation: The case describes a dilemma faced by Elena Shifrina, founder of BioFoodLab, a Russian sustainability-minded woman entrepreneur engaged in production and promotion of healthy food snacks. The case is based on field visits, in-depth interviews, and archival ch. ioFoodLab’s individually packaged products are targeted at conscious consumers. With its products the company promotes healthy eating habits and helps with making lifestyle of health and sustainability (LOHAS) the new norm. BioFoodLab wanted to make their roducts more sustainable by finding a solution to the packaging problem it had faced. Switching to an eco-friendly packaging means BioFoodLab had to re-examine current single plastic solution used for wrapping its flagship products. As an exporter BioFoodLab felt pressure coming from the EU Green Deal’s provisions on the use of innovative and sustainable biodegradable and bio-based single use packaging for its products. The dilemma faced by BioFoodLab arose out of tension between meeting the expectations of different stakeholders. On one hand, BioFoodLab wanted to maintain its ethos of a sustainable brand. However, being a local producer in a country where principles of circular economy are not yet strongly enforced and culturally accepted, BioFoodLab had to take a eadership role in determining changes for its products’ packaging. As Elena planed to maintain the focus on providing healthy, fair and green products she had to decide on the right packaging strategy. The task is complicated since the economic, social and environmental components of her decision are competing in nature and call for a balancing act.
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