September 30, 2024
How Nomad Foods is Leading the Way in Frozen Food Sustainability
Table of Contents
Abbie
Founder + Director
On this episode of Marketing vs The World, we chat with Oliver Thomas, Senior Corporate Affairs Manager at Nomad Foods, to explore how the company is changing the frozen food industry through sustainability efforts. We also delve into a more personal topic—how Oliver is learning to balance a thriving career with parenthood.
Ready to listen? Listen to the full episode now on Spotify or Apple.
Can’t tune in right now? No problem! Here are some key takeaways from our conversation with Oliver.
Meet Oliver Thomas: From Politics to Corporate Affairs at Nomad Foods
Oliver’s path to Nomad Foods is as interesting as the company’s mission itself. After studying politics at Swansea University and earning a master’s degree in media, Oliver began his career in PR, working across a wide spectrum of industries. From an early role at Bottle PR—where he and I first met—to corporate communications at Lidl and now leading corporate affairs at Nomad Foods, Oliver has worn many hats.
His role at Nomad Foods, where he’s spent the past four years, involves overseeing the company’s corporate affairs strategy. This includes media relations, public affairs, and, notably, sustainability efforts, which we’ll explore in detail in this episode.
What is Nomad Foods and What Brands Do They Own?
If you’ve bought frozen food in the UK, you’ve likely purchased a Nomad Foods product. From household names like Bird’s Eye, Goodfellas, and Aunt Bessie’s in the UK, to frozen food giants Findus and Iglo in Europe, Nomad Foods’ brands are staples in many homes.
Nomad Foods is relatively young, founded in 2015, but it has rapidly grown to become Europe’s leading frozen food business. Their mission? To serve the world better food, focusing on three pillars: better food, food for all, and an appetite for a better world—their sustainability strategy.
As Oliver explains, "We’re not just about offering food that’s tasty and convenient; we’re about sustainability, health, and reducing food waste."
Changing Perceptions: Why Frozen Food is a Sustainable Choice
Frozen food often gets a bad reputation, sometimes unfairly associated with low-quality, ultra-processed products. But as Oliver explains, Nomad Foods is working to change that perception. In fact, the company’s brands are leading the way in making frozen food healthier and more sustainable.
One of the key areas of focus for Nomad Foods is reducing food waste—a significant issue that frozen food can help mitigate. Oliver explains that one of the benefits of frozen food is the minimal waste it produces at both the retail and consumer levels. “You take what you need, and the rest stays fresh in your freezer,” he says.
He also highlights a ground breaking sustainability initiative called the “Move to Minus 15” coalition. Research suggests that freezing food at minus 15 degrees Celsius instead of the industry-standard minus 18 could reduce carbon emissions by up to 11%, all while maintaining food quality. This initiative could reshape the frozen food industry’s impact on the environment.
The Misconceptions About Frozen Food and Health
A recurring topic during the conversation was the common misconception that frozen food is unhealthy. Oliver addresses this by pointing out Nomad Foods’ commitment to reformulating their products to make them healthier. "93% of our sales come from products that are classified as non-HFSS (high in fat, salt, or sugar)," he explains. This includes popular brands like Goodfellas, where the entire pizza range is now non-HFSS.
Ultra-Processed Foods: Setting the Record Straight
The topic of ultra-processed foods (UPF) has been making headlines recently, with growing concerns about the health risks associated with them. However, Oliver believes this narrative needs to be reassessed.
"There’s a fundamental flaw in how we talk about ultra-processed foods," says Oliver. He points out that many nutritious frozen foods, like vegetables and fish, fall under the UPF label due to the processing they undergo, despite being objectively healthy. For example, homemade cheesy chips would be considered better than shop-bought hummus under current UPF classifications, which Oliver argues is misleading for consumers.
Nomad Foods’ approach is to focus on continuing to make their products as healthy as possible while also educating consumers about the differences between processing and nutrition.
How to Communicate Sustainability in Corporate Affairs
As the Senior Corporate Affairs Manager at Nomad Foods, Oliver plays a crucial role in communicating the company’s sustainability efforts. He emphasizes the importance of integrating sustainability into the overall business strategy to create a consistent narrative across all stakeholders—consumers, investors, and regulators.
Oliver offers advice for companies looking to take similar steps: "Start by embedding sustainability into your corporate strategy and align your messaging to reflect that. Then focus on telling those stories in an engaging way to reach your key audiences."
Balancing Career and Parenthood: Oliver’s Personal Journey
On a more personal note, Oliver shares his experiences as a new father to a one-year-old daughter and how he’s navigating the balance between his demanding career and family life. Like many professionals, Oliver found that becoming a parent profoundly changed his perspective on time management.
"One of the most helpful things I did was sit down and set clear boundaries. For example, from six to seven, I’m dedicated to dinner and bath time with my family—unless there’s a major issue at work. That discipline allows me to give time to both my family and my job without constantly feeling pulled in different directions," he explains.
The Importance of Mental Health Conversations in the Workplace
Another topic Oliver and I explored was mental health in the workplace, particularly how it’s perceived and discussed among men. While there has been progress, Oliver believes there’s still work to be done. He highlights a concerning statistic: 40% of men have never spoken to anyone about their mental health.
"I think it’s crucial to normalize conversations about mental health. It doesn’t always have to be framed as a big problem; even day-to-day struggles are part of our mental health and should be discussed openly."
Key Takeaways
To wrap up this episode, here are two key takeaways from Oliver’s insights:
Consider Frozen for Sustainability: Next time you’re thinking about making a sustainable food choice, head to the frozen aisle. It’s a great way to minimize food waste and choose responsibly sourced options.
Focus on Life Balance, Not Just Work-Life Balance: Instead of seeing work and life as separate, think about your overall life balance. Define clear boundaries that work for you and ensure you’re enjoying all aspects of your life.
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Connect with Us
To learn more about Oliver Thomas and his work at Nomad Foods, connect with him on LinkedIn. For more insights and updates, follow Abbie Dando and Monday Clicks to stay tuned for the next episode of Marketing vs The World.
Coming Up Next on Marketing vs The World
In the next episode, we’ll explore the future of sustainable content, exploring what it is and why it is so important.
Listen to all episodes of Marketing vs The World on Spotify or Apple.
DISCLAIMER
This article has been created using various AI tools, which transcribe raw audio and transform the content into a blog post. This helps us ensure each Marketing vs The World episode is released as quickly as possible. Monday Clicks does not use AI for any client marketing.
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