February-March 2022 - 14

" The pandemic didn't start the
sustainability revolution, but it has
put it into hyperdrive, and Gen Z is in
the driver's seat, " wrote Greg Petro in
a recent Forbes article that explored
how important the sustainability issue
has become.
THEY'LL PAY MORE
Petro cited a study that said most
Generation Z shoppers prefer to
buy sustainable brands and are most
willing to spend more on sustainable
products. The report also found that
" Gen Z along with millennials are the
most likely to make purchase decisions
based on values and principles of
sustainability. "
Take note: They are willing to pay
more because sustainability is that
important to them.
In a recent video on my b2b
Perspective channel, I provided some
strategies for convenience services
operators on how to sell sustainability,
authentically. It is important to put
emphasis on the values and principles
of sustainability, without coming off as
self-serving.
"
It is important to put
emphasis on the
values and principles of
sustainability, without
coming off as selfserving. "
CONCEPTS
THAT RESONATE
There are several OCS sustainability
concepts that will resonate with the
new generation of decision-makers.
They want to see that your company is:
* Delivering value to your customers
- selling ethically and responsibly.
* Limiting the environmental impact
associated with storing and
with your product and service. Are
you leaving the world as a better
place for future generations?
* Doing what you can to offer clients
some local and regional products
that will benefit the local economy
and the families of hard-working,
small businesspeople - including
South American coffee farmers.
* Providing ongoing opportunity
and a healthy, responsible workplace
for your own employees.
* Being generous to the community,
including supporting local causes
in a meaningful way.
SUPPLIER COMPLIERS
Several industry suppliers are offering
products that deliver sustainable solutions
to operators. They include:
* ColdSnap is expected to launch its
frozen beverage machine this year.
The CES Innovation Award winning
device uses pods that are fully
recyclable. Different pods produce
different frozen treats, which are
made by the ColdSnap machine.
* ānsa coffee will take the wraps off
its micro roaster in 2022. It will
allow operators to provide freshly
roasted coffee to their clients, right
in the comfort of their own breakrooms.
Operators will sell green
coffee beans to clients, a highly
appealing and sustainable farm-tooffice
path.
* Marco Beverage and La Colombe
Coffee have teamed up to provide
bag-in-box cold brew, eliminating
much of the carbon footprint
14 Automatic Merchandiser * February/March 2022
transporting kegs. The cold brew
flows from Marco's sleek and stylish
POUR'D dispenser.
* In the coming months, you will
hear more about güdpod in office
environments. Its 100% compostable
Keurig and Nespresso compatible
pods are made from 100%
renewable materials.
These suppliers and many others
are making it very easy for OCS and
vending operators to offer sustainable
and innovative refreshment solutions
to workplaces.
CLIENTS NEED TO KNOW
Of course, many OCS operators have
adhered to these principles and values
long before doing business the right
way carried the label of operating
" sustainably. "
Today, it is important that your
customers know that sustainability
isn't an act. It is who you are. It is the
way you do business. Sustainability
occurs because of how you operate
your company. If you can successfully
convey that message to prospects and
clients in 2022 and beyond, many
doors will open for you. ■
About the author
Bob Tullio is a content
specialist who advises operators
in the convenience
services industry on how
to build a successful business
from the ground up.
Tullio, a former operator,
also works with suppliers, helping them to
successfully connect with operators. He created
an online course, designed to develop
elite sales professionals in the convenience
services industry, for the National Automatic
Merchandising Association.
475092012 | mspoli | Getty Images
February-March 2022

Table of Contents for the Digital Edition of February-March 2022
