(English) Best Practices

DUG is a Swedish brand that produces creamy and vegan-friendly plant-based drinks made from potatoes. The brand is owned by Veg of Lund and is rooted in scientific research conducted by Professor Eva Tornberg at Lund University. DUG's innovative approach utilizes a patented emulsion technology that combines potatoes and rapeseed oil to create a milk-like alternative with a low climate footprint. The goal of DUG is to provide a sustainable and locally produced alternative to traditional dairy milk.

DUG's practice is highly relevant for the ESG-UP project as it addresses multiple aspects of ESG (Environmental, Social, and Governance). Environmentally, DUG's plant-based drinks offer a sustainable alternative to milk with a significantly lower climate footprint. By using potatoes as the main ingredient, DUG promotes resource efficiency and reduces the environmental impact associated with traditional dairy production. The use of locally sourced ingredients further enhances the sustainability aspect of the practice.

DUG primarily addresses the environmental aspect of ESG. It contributes to reducing greenhouse gas emissions and resource depletion by offering a plant-based alternative to dairy milk. Additionally, the practice promotes sustainable agriculture by utilizing potatoes, which are highly nutritious and can be grown with minimal environmental impact. By supporting local production and minimizing transportation distances, DUG also addresses the social and governance aspects of ESG.

By offering a viable alternative to dairy milk, DUG has contributed to reducing the carbon footprint associated with the production and consumption of traditional milk. The switch to a potato-based alternative has led to a significant 67% reduction in the climate impact compared to dairy milk. This reduction in greenhouse gas emissions helps combat climate change and supports a more sustainable food system.

Moreover, the use of potatoes as the primary ingredient in DUG has demonstrated significant water efficiency. With a water requirement that is 96% less than that of almonds, DUG helps conserve water resources, minimizing water scarcity and promoting responsible water management.

Additionally, the land efficiency of potato cultivation is emphasized, with potatoes being twice as efficient as oats in terms of land use. This highlights the potential of potatoes to maximize food production per square meter, making efficient use of limited land resources for food cultivation.

TBA. Indicators of performance and success for DUG could include sales volume, market penetration, and customer satisfaction. Increased consumer awareness and demand for sustainable and plant-based alternatives provide an important measure of success. As more individuals choose DUG as their preferred plant-based drink, it demonstrates the growing adoption of environmentally friendly options and the positive impact on reducing carbon emissions.

Sales growth and market penetration are also important indicators. The expansion of DUG's market presence, distribution channels, and availability in retail outlets and online platforms showcase the product's success in attracting consumers and gaining market share.

Customer satisfaction is another crucial indicator. Positive feedback, high ratings, and recommendations from consumers highlight the quality, taste, and overall experience of consuming DUG. Meeting customers' expectations in terms of flavor, versatility, and functionality as a milk substitute contribute to building a loyal customer base.

Furthermore, brand recognition and partnerships with retailers, cafes, or food service providers signify the success of DUG in establishing itself as a trusted and preferred brand within the plant-based beverage market. Collaborations with sustainable initiatives, certifications, and endorsements from reputable organizations or influencers in the sustainability and food industry also strengthen the brand's credibility and demonstrate its commitment to environmental responsibility.

One potential challenge for DUG's practice could be creating awareness and building consumer acceptance for plant-based milk alternatives. To overcome this, effective marketing and educational campaigns highlighting the environmental and health benefits of DUG's products could be implemented. Collaborations with retailers, foodservice providers, and other stakeholders in the industry can also help expand market reach. Additionally, ensuring a consistent and reliable supply chain of potatoes and rapeseed oil may require establishing partnerships with local farmers and suppliers. This can help maintain the sustainability and quality standards of the ingredients used in DUG's plant-based drinks.

DUG. (n.d). SUPER-SUSTAINABILITY https://dugdrinks.com/sustainability/ (Accessed on 15^th of June 2023)