Unilever: Consumers, pea farmers and corporate sustainability

Unilever subsidiary Birds Eye Wall's has embarked on an ambitious programme to roll out a sustainable agriculture initiative to all 480 of its contract pea growers in the UK. The exercise, part of an international strategy, underscores Unilever's conviction that consumer demand can be harnessed to bring improved environmental standards across the world. However, the twin pressures of price competition in the supermarkets and vanishing margins in the field are making it difficult to sell the concept in the company's supply chain.

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