Honey Saves Hives is the latest among Justin's ongoing corporate social responsibility efforts, which, in addition to pollinator conservation, include sustainable packaging and ingredients, and hunger relief. In an effort toward ongoing transparency, Justin's also released its annual 2021 Justin's Corporate Social Responsibility Report, which outlines progress in each of Justin's CSR areas.
"Honey bees are responsible for more than 35 percent of the foods we eat, and our team recognizes how connected and critical these pollinators are to our food system," said Penny Andino, vice president of marketing at Justin's. "We are honored to continue our partnership with the National Honey Board's Honey Saves Hives campaign for the third year in a row, as we both share a common mission of protecting honey bees and our food supply. We're nuts for bees and collectively, we can all help save the pollinators."
Honey bees pollinate a wide range of plants, including crops like almonds, apples and pumpkins. For almonds — the primary ingredient in Justin’s line of almond butters — protecting bees is paramount as they are dying off at a 44 percent rate per year. That's why Justin's joins forces with national, state and local organizations that work to protect pollinators through habitat conservation and expansion, sustainable agriculture, research and education.
The National Honey Board's Honey Saves Hives campaign educates consumers on the ways they can help protect and preserve pollinator populations, including by purchasing select made-with-honey products, like Justin’s Honey Almond Butter and Justin’s Honey Peanut Butter, during National Honey Month this September and beyond. In addition, throughout September, Justin's plans to encourage fans to show support for pollinators by entering a Bee Good giveaway on Instagram.
"We hope that our collective actions during National Honey Month will help elevate consumer awareness on the importance of honey bees and share how a simple action, like purchasing products made with honey, can make a meaningful difference," said Margaret Lombard, chief executive officer, National Honey Board.
Justin's engages in other corporate social responsibility efforts captured in its 2021 Justin's Corporate Social Responsibility (CSR) Report.
"Why Not?! is our rallying cry for staying curious and challenging ourselves to be better," said Randy Simonson, president of Justin's. "It drives us as we push forward to make progress on CSR and related innovation initiatives."
Key impacts highlighted in the annual CSR report include:
Pollinator conservation: Justin's donated $61,000 to support pollinator conservation projects during 2021 through Xerces, National Honey Board and Project Apis m. partnerships.
Packaging: Set a goal to reduce the amount of plastic used in nut butter jars by 30 percent by 2022, as well as continuing to match 100% of the electricity used to produce all product caddies with renewable energy certificates.
Food system education: Justin's donated more than $40,000 to organizations that help people learn more about where their food comes from and how to source it more sustainably, including Whole Planet Foundation, Naturally Boulder, Thorne Nature Experience and Growing Gardens.
Hunger relief: Justin's donated more than $15,000 and more than 4,100 meals to organizations that feed hungry kids and families in the U.S. through partnerships with Conscious Alliance and Frontline Impact Project.
Ingredients: Always on the hunt for high-quality, sustainable ingredients, Justin's launched two new Non-GMO Project Verified products during 2021 — Super Dark Chocolate Peanut Butter Cups and Super Dark Chocolate Espresso Almond Butter Cups. Justin's also continues to verify all new products through the Non-GMO Project and sources Organic Rainforest Alliance Certified cocoa.