As consumers become more aware and critical of marketing techniques, brands such as Cleaver's are embracing sustainability branding and proving that honestly can often be the best marking route.
The company had one desire in mind for its new packaging -- how to simplify it while still showcasing its sustainable practices. The results are clearly labeled meat packages that state whether the product is organic, free range or both. Additionally, the packaging briefly explains the qualities of the products and what makes them sustainable, healthy and organic. The meats have various healthy production standards such as grass-fed beef and hormone-free pork.
By clearly and honestly asserting all the healthy and sustainable methods used in the processing of this meat, Cleaver's opts for sustainability branding that maintains a sense of integrity and builds trust with the consumer.