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Avery Dennison releases film shining a spotlight on supply chain transparency

83% of business leaders believe well-managed supply chains can support sustainability objectives

California-based labelling specialist Avery Dennison has launched A Portrait of a Supply Chain, a film created to highlight the importance of creating digital supply chains that provide transparency for raw materials.

Key findings from the film, which features a series of interviews with business leaders across a variety of sectors, included that 83% of business leaders believe supply chains and associated technologies can support sustainability objectives, with 65% identifying sustainability as an even greater priority after Covid-19.

Meanwhile, 70% of consumers feel trust in a brand is more important than in the past.

A Portrait of a Supply Chain helps to highlight Avery Dennison’s digital identity technologies, which provide unique traceable identities for every product, enabling transparency from raw materials to end product and beyond.

The documentary-style film was shot on location in Mexico, South Africa and London and included contributions from Camaste, a Mexican cocoa butter producer, South African seafood business Greenfish, and British sustainable fashion boutique 69b Boutique.

Tyler Chaffo, Manager Global Sustainability, Avery Dennison Intelligent Labels, said: “There is a critical need from governments, NGOs and consumers for more transparency throughout the global supply chain.

“This means moving beyond just tier one suppliers but throughout the chain to empower people as well as products and build a more sustainable planet.

“Many organisations are using the current crisis to rethink and transform their global supply chain model. A Portrait of a Supply Chain is our initiative to ‘hero’ some of the individuals and companies that are committed to making this happen.”

Chaffo continued: “Organisations actually have a vested interest in delivering supply chain transparency.

“As well as the reputational cost of failing to meet these demands, researchers at the MIT Sloan School of Management found that consumers may be willing to pay up to 10% more for products from companies that provide greater supply chain transparency.

“Over the coming months we look forward to developing these themes further and encouraging an industry-wide debate as to what needs to happen within a sustainable supply chain to deliver the planet, we all want.”

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