25. Sara Burnett, Burnett Strategy and Communications

Sara Burnett has more than 18 years experience developing brand-building strategies and campaigns. As Vice President of Food Beliefs, Sustainability & Public Relations at Panera Bread, Sara was responsible for the company’s policies on food issues ranging from sustainability to food additives. She also provided menu labeling and education to inform customer choice. Throughout her career, Sara expertly blends her communication skills with a deep understanding of policy, social responsibility, and sustainability, authoring, and managing bold ESG strategies. She is currently the Principal at Burnett Strategy and Communications.
Sara Burnett: “As food professionals, we can all find a way to convince ourselves that we're not part of the problem and we're not part of the solution. And we see it on both ends of the spectrum. When you're at a big food company, you're saying, oh man, it's hard to move this behemoth of an organization... [On] the small side of things, you might say, my voice isn't that big. But the reality is it is a very complicated and connected food system, and there is a role for everyone. So whether you're small or big, you're private or public, you're an NGO or a government… [we] all have an impact, and collectively we can do a lot more together.”
00:27 Intro to Sara01:27 Sara’s career shift from health and wellness to sustainability 03:05 Collective action and impact: critical elements to a truly sustainable food system05:15 Coolfood menu labeling to nudge better-for-you choice07:54 How post-purchase education influences future decisions10:25 The surprising indirect impacts of calorie menu labeling 14:06 Building trust with customers by working with credible partners 17:04 The levers to support choice: transparency, demonstrating material impact, pursuing authentic solutions19:40 Merging emotion and science for successful change management23:20 Why a clear business plan can support resiliency and longevity for sustainability professionals26:56 Takeaways for changemakers
LinksPanera Food BeliefsWRI’s CoolfoodCoolfood Menu Labeling at PaneraHowGoodJanet Ranganathan Food Lab Talk Episode
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*The views expressed by the guests in this podcast don't necessarily represent the host’s views, nor those of his employer.