“When consumers—and, in many cases, retailers—began inquiries about sustainability initiatives, some thought it would be a short-lived trend,” says Rasma Zvaners, vice president of regulatory and technical services at the American Bakers Association (ABA), Washington, D.C. “It was not.”
According to Maru/Matchbox, Toronto, sustainable products that were once considered premium are being pushed into the mainstream as consumers become more invested in the environmental and humanitarian implications of their food choices.