Despite many countries battling inflation, a study of more than 20,000 consumers from 31 nations and territories found that people are willing to spend an average of 9.7% more on sustainably produced or sourced goods.
The findings of PwC’s 2024 Voice of the Consumer Survey, released earlier this year, showed that 85% of consumers have first-hand experience of the disruptive effects of climate change and are increasingly shifting to sustainability-focused consumption practices.
Another recent study undertaken by US supply chain management company Blue Yonder found that nearly two out of every three Americans already buy sustainable food products.
Closer to home, Stellenbosch University's Compliance and Catering Office recently partnered with Swedish-based startup Klimato to promote a more conscious approach to meal preparation and selection among staff and students.
According to the university, Klimato's software calculates the carbon footprint of meals and ingredients via a country-specific database. Using this tool, the university “can help mitigate climate change by educating students and catering service providers to rethink the environmental impact of the combination of ingredients in the meals served on our campus”.
The drive towards optimised sustainability practices is now heavily reflected in the restaurant space, where there is greater demand for ethically sourced menu items. Accordingly, it has become imperative that dining establishments find suppliers who share their vision for sustainability and acquire fresh local ingredients.
“Suppliers contribute significantly to a restaurant’s ability to offer a memorable dining experience and build a strong reputation,” explains Kerry Kilpin, Executive Chef of Steenberg Farm’s five-star Tryn and Bistro Sixteen82 restaurants in Cape Town’s Constantia Valley.
“Their role is integral to the restaurant’s success, impacting everything from taste and food quality to its ethical stance and community involvement. They often have unique stories—such as family-owned farms or artisanal producers—that can be leveraged in a restaurant’s storytelling. Highlighting these relationships can create a deeper connection with customers, making the dining experience more engaging and meaningful.”
Smaller suppliers tend to be especially effective in this regard, as they offer a more personalised service that is popular with restaurateurs. The biggest advantage of these relationships is greater transparency and reliability when it comes to sourcing.
Kilpin says supporting smaller suppliers contributes to a more sustainable and resilient food industry, benefiting the restaurant and the local community.
Steenberg Farm believes that investing in sustainability is essential to creating a legacy for future generations. While sourcing from large corporate suppliers may offer more cost-effective solutions, its commitment remains firmly rooted in making a meaningful impact. By prioritising sustainable practices, it aims to shape a future that aligns with its values of responsibility and stewardship.
In 2018, the award-winning establishment piloted South Africa’s first restaurant-supported fishery when it joined forces with traditional fishers, ABALOBI and WWF-Southern African Sustainable Seafood Initiative.
There is no finer example of what Kilpin describes than Bistro Sixteen82’s pioneering partnership with ABALOBI, the small-scale fisher initiative that supplies chefs with responsible and traceable fish.
In terms of the partnership, fishing communities on the western and southern Cape coast are provided a better price for their fish, which improves the lives of their families. At the same time, the direct route from boat to plate ensures sustainability for fisherfolk and ocean resources.
Every fish these small-scale fishers catch is tracked via a community-owned mobile app downloaded to their smartphones. Five carefully co-designed apps then piece together to form the “From Hook to Cook” system, which enables the processing and marketing of fish and other marine resources with an ecological and social ‘story’ in a fully traceable manner.
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At Bistro Sixteen82, a carved wooden fish is on each table. Diners scan a QR code placed on the carving to access information about the fish they have chosen and even connect with the fisher who caught it.
“Our waiters also tell the story to our patrons,” Kilpin adds.
In this way, diners become part of the journey and know they are also crucial in South Africa’s sustainability efforts.
According to ABALOBI co-founder and managing director Dr Serge Raemaekers, anglers now earn more, have greater market access, can pay off debt and school fees, and even put some money away. The programme has also removed the need to take out loans during winter when conditions are bad for fishing.
As a further testament to the initiative’s success, it was named a finalist for the 2023 Earthshot Prize in the ‘Revive Our Oceans’ category. The prize, established by British royal Prince William, seeks to recognise the work of individuals and organisations contributing to global sustainability efforts.
“Our link with ABALOBI is very personal to me,” Kilpin says.
“I grew up eating fish that my dad caught as a recreational fisherman, and I want my kids to be able to eat fish from our oceans when they are adults. Choosing to use ABALOBI as my fish supplier is my commitment towards fish that is sourced ethically.”
She recalls receiving a heartwarming message from a fisher a month after the pilot was launched. He was so thankful to be part of the programme as it allowed him to buy new school shoes for his child for the first time.
Kilpin thus makes the point that sustainability is not only about preserving the oceans and marine life but also about making the lives of those who rely on its resources more sustainable.
