SustainabilityOnline recently published its inaugural ‘Ambition Into Action’ report, featuring interviews with senior leaders about how they are turning sustainability vision into business reality at the mid-point of the decade.
Michelle Norman has held the position of Director Of Sustainability and External Affairs at Suntory Beverage & Food Europe – a regional division of Japan-based Suntory Group – since January 2022, and has served on its regional Executive Committee since 2024.
With over 20 years of experience in corporate communications, public affairs, and sustainability, she previously held senior roles at Lucozade Ribena Suntory, including Director of External Affairs & Sustainability for GB&I, and at AB InBev, as Head of Corporate Affairs UKI.
How has Suntory Beverage & Food Europe moved from ‘ambition to action’ in terms of turning sustainability into a core value driver – in other words, how have you made sustainability ‘good for business’?
Suntory has firmly established the principle of ‘Growing for Good’ at the heart of its organisational culture, aspiring to operate in harmony with both people and nature. This foundational philosophy has enabled the company to integrate a sustainability framework throughout the entire business.
Long-term objectives are developed alongside short- and medium-term targets, tailored for each country in which Suntory operates.
The Suntory Beverage & Food Europe (SBFE) sustainability strategic framework prioritises practical actions, with every country and business function creating bespoke action plans spanning the supply chain, research and development, marketing, and more. This collective effort ensures that sustainability is not only an ethical imperative but also a key driver of value for the business, customers, and consumers alike.
We’re now at the mid point of the decade. What do you see as the single biggest barrier for businesses in moving from ambition to measurable action – and how can it be overcome?
At the midpoint of the decade, businesses face significant challenges in advancing from ambition to tangible, measurable action.
Within the SBFE region – encompassing over 60 countries across Europe, Africa, and the Caribbean – we continue to make progress on long-term goals related to emissions reduction, water stewardship, healthier drinks, and packaging circularity. Nevertheless, external pressures such as inflation, geopolitical shifts, complex regulations, and a competitive market create obstacles for prioritising and investing in sustainability transformation. Prioritising what truly matters and securing the necessary investment are fundamental to driving progress.
For instance, in 2015, recognising the trend towards healthier, lower-sugar drinks and responding to increased government action on obesity, SBFE set a target to remove more than a third of added sugar from its portfolio – a 35% reduction over ten years.
Achieving this required a clear, organisation-wide vision and resulted in the reformulation of 300 recipes, demonstrating how ambition can be converted into concrete action and business growth.
What role can (and should) leadership play in ensuring sustainability commitments actually deliver results, rather than remaining aspirational? And how can you ensure buy-in from all stakeholders?
Effective leadership is essential to ensuring that sustainability commitments result in real change rather than remaining merely aspirational. Across SBFE, leaders are held accountable for delivering the sustainability strategy, with progress tracked and reported monthly. The executive leadership team participates in the sustainability steering committee, maintaining accountability throughout the organisation, and incentive programmes are implemented for leaders.
Crucially, sustainability actions are tailored to the specific circumstances of individual countries, translating broad ambitions into practical measures that contribute meaningfully to business performance.
For example, after a scientific study identified water stress risks in the value chain, our factory in Toledo, Spain adopted a comprehensive water stewardship plan. This plan incorporates nature-based solutions in the local region, partnerships with conservation research institutes, and innovative technical approaches to reducing water consumption within the factory itself.
Learn more about Suntory Beverage & Food Europe’s sustainability initiatives at suntorybeverageandfood-europe.com/sustainability.
