Nova's Lucy Backs Brennans Sustainable Packaging Awareness Campaign

Brennans Bread has announced today that its wax paper packaging used for many of its products, including the popular Family Pan white sliced pan, is now 100% recyclable and industrial compostable.

This means the Brennans wax paper wrapping can go into either the green recyclable bin or the brown compost bin.

It comes as a new survey reveals 84% of Irish adults didn’t know this was possible, despite the fact that 88% of respondents said they would have some level of confidence in terms of knowing whether a product is recyclable or not.

Just 22% claim they are very confident, while 10% said they would not be confident at all in knowing if a product is recyclable or not.

“Our survey shows there is still some confusion out there and that’s why we decided to launch this sustainability campaign,” said Derek Beatty, Commercial Director, Brennans Bakeries. “Now, by choosing Brennans Bread, consumers can enjoy the same great tasting fresh quality bread but can be confident in the knowledge that they are contributing positively towards sustainability and the environment. Nothing’s changed. The iconic wax paper look and feel of the nation’s favourite bread will remain the same.”

Radio Nova Breakfast Broadcaster and TV presenter Lucy Kennedy with Ivan Hammond, Head of Marketing at Brennans Bakeries, launching its new sustainability campaign. Brennans Bread wax packaging used for many of its products, including the popular Family Pan white sliced pan, is now 100% recyclable and industrial compostable. This means the wax paper wrapping can go into either the green recyclable bin or the brown compost bin.

Sustainable packaging is one of a number of measures introduced by Brennans Bread to become more environmentally responsible. Since joining Bord Bia’s Origin Green programme five years ago, Brennans Bread has installed energy monitoring and targeting systems; switched to LED lighting throughout its bakery in Walkinstown, Dublin; and the wax paper packaging has been independently tested and achieved certification to the highest EU standards.

“We know how important the issue of sustainability is to our customers, and it is extremely important to all of us at Brennans Bread too,” said Mr. Beatty. “We are on a journey to becoming as sustainable as possible and these developments in our packaging are hugely contributing to our efforts. We want to make sure you can enjoy today’s bread today, in a greener tomorrow” he added.

The opinions.ie online survey found that almost a third (27%) claim they are recycling/ composting more often since the start of the Covid-19 pandemic with very few (3%) doing less. Interestingly, it appears the under 35’s have engaged most with recycling since the start of the pandemic.

Brennans Bread is encouraging consumers to look out for the sustainability symbols on its wax paper packaging bread products, like Brennans family pan.

The symbols, located beside the ingredients, means consumers have a choice. They can dispose the wax paper packaging in either the green recyclable bin or the brown compost bin.

“Brennans has taken a great step forward in its sustainability journey by achieving this recycling certification. By making its packaging more sustainable for the consumer, they are helping Ireland to achieve higher recycling targets for paper packaging as required under the EU’s Circular Economy Package,” said Repak CEO Seamus Clancy.

For more information on visit www.brennansbread.ie

Opinions.ie Survey Results:

The online service of 500 adults in the Republic of Ireland was conducted between July 2^nd and 7^th 2020. 96% of those surveyed said they were solely or jointly responsible for main household grocery shopping.

• Almost 8 in 10 (79%) of Irish adults claim they make a good or great effort in terms of recycling – although 24% of adults feel they should be doing more. The greatest effort is clearly made among older adults – where over 55’s are making twice the great effort as under 35’s.
• Almost 3 in 10 Irish adults (27%) claim they are recycling/ composting more often since the start of the Covid-19 pandemic with very few (3%) doing less. Interestingly it appears the under 35’s that have engaged most with recycling since the start of the pandemic.
• When asked ‘how confident are you in knowing if a product is recyclable or not’,  88% said they would have some level of confidence in terms of knowing whether a product is recyclable or not, just 22% claim they are very confident and this is driven by older adults as opposed to younger. Just 1 in 10 (10%) claim not to be confident, however.
• When asked if they knew Brennans’ Bread wax paper packaging could go into the green or brown bin, 84% said they didn’t know that was possible.
• When asked who is responsible for making Ireland more environmentally friendly, outside the Government, both manufacturers and businesses are deemed more responsible than the public and retailers – indicating the perceived responsibility that business has in the consumer mindset.
• 91% said they believe businesses are responsible for making Ireland more environmentally friendly.