Summary
True sustainability can't be a "one and done" campaign. To make a real, sustained difference requires commitment to changing sourcing, to pivot communications messaging and to do so on a multiyear basis.
The SHEBA brand prior to 2019 was centred on taste – delicious premium food that cats love. But above all cats love fish, fish need coral and coral was going extinct at a devastating rate. Scientists estimated that 90% of the world's tropical reefs will be gone by 2043 and with them, the 25% of all marine species who rely on reefs for survival.
But coral restoration...