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Christian Barcan, BASF

Christian Barcan, BASF

We spoke with Christian Barcan, Leader of Nutrition & Health, about the role sustainability plays at the organization. The Nutrition & Health Division serves the food industry, human & animal nutrition, pharmaceuticals and aromas. The company helps brands in that division become more sustainable over time by providing assessments and marketing techniques.

Geographic successes have taken place in Asia and South America where sustainability is tangible. People are learning to make more with less, and sustainable brands can make a bigger impact. Challenges include: a lack of a common understanding about sustainability; understanding how to produce sustainable products; and learning how to market to the end consumer in a way that they can relate to it.

By putting themselves our in the shoes of a consumer and finding ways to showcase the value of the brand, without relying on additional labels and claims.