Dutch Insurer ASR, the biggest private farmland owner in the Netherlands, announced last week they will lower prices up to 10% for farmers that can show they meet certain criteria regarding sustainability. The company stated that it realised the transition to green farming requires financial investments from farmers and this discount is therefore meant to give farmers more room to make these investments.
Even though this measure is not particularly sexy, it is a great way to accelerate the transition to green farming by using tools that are already available and fit with one of the core businesses of the brand. It is one of the many ways in which ASR is showing to contribute to a better world. In order to uphold this image, brands need to be consistent with their ambitions across the board.
How consistent is your brand with their ethical ambitions?