WITH the introduction of its first Sustainable Packaging Guidelines, Diageo has taken a further initiative into its efforts to become a really sustainable business. The company management mentioned that the guidelines stands for Diageo's dedication to a holistic approach to minimize its overall impact on the environment throughout the whole of their value chain—from the bottle in the bin to barley for the breweries—and at the same time support their consumers and customers requirement for more sustainable living. Throughout its life, packaging has an ecological impact—from supplier across the consumer—and Diageo's aim is to regulate and minimize the impact of its packaging at every step. The guidelines, which are developed by a cross functional team, classify the company's strategy to sustainable packaging depending on the universal principles of "reduce, reuse, and recycle" and include exemplars of best practice along with the recognition that working with stakeholders and suppliers is key to delivering on the objectives. While making a comment on the introduction of the guidelines, Andy Fennell, who is chief marketing officer, mentions that packaging is vital in protecting and delivering their valuable brands—and increasingly consumers and customers are asking for more sustainable packs from all top consumer goods companies.
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