:format(webp)/f/122463/2400x1600/d2f50d722e/dr_rosie_o-neill_insight_page.jpg)
Has sustainability become unsustainable?
There is a perception that sustainability has fallen in importance since the EU 'Stop the Clock' Directive earlier this year, writes our Director of Sustainability, Dr Rosie O'Neill. The Directive paused sustainability reporting for thousands of companies who had previously been ramping up preparations. However, insights from Irish food and agribusiness leaders in our annual survey paint a different picture, one of continued commitment and action even in the absence of regulatory pressure.
Last year, 75% of businesses reported that they had either set sustainability targets or were in the process of doing so. This year, this intent has turned into action with the majority of respondents stating that they are taking more sustainability actions than the previous year. In total, 97% of businesses now report having integrated sustainability measures into their operations.
The demand for sustainability information from customers also remains robust, with 32% of respondents reporting an increase in customer requests for sustainability data and 51% reporting consistent levels of such requests.
The story first appeared in our 2025 Food & Agribusiness Report
Discover more insights like this in our 2025 Food & Agribusiness Report – Download Now!
"More than one third of respondents have identified new revenue or product opportunities through sustainability"
Despite customer demands and sustainability actions increasing, a disconnect remains. Customer expectations are growing faster than businesses' ability to translate sustainability into new products or revenue streams. While many businesses are eager to generate strategic value from sustainability, they often lack the knowledge, tools or support to do so effectively. This challenge is reflected in the survey results. 40% of respondents reported not identifying any new revenue or product opportunities through the introduction of sustainability practices and process improvement efforts.
Progress is emerging. 20% of respondents have identified new revenue opportunities, 15% have developed new products and another 25% are actively exploring options. Over half of respondents (52%) agreed or strongly agreed that improving environmental credentials helps differentiate their business from competitors. This shows that while many recognise the strategic advantage of sustainability, there is still a need to build wider conviction and understanding across the business community.
The bigger picture: policy may pause, but goals remain
Despite shifting political dynamic and economic challenges such as the rising cost of living, the EU’s long-term climate targets for 2030 and 2050 remain in place. The temporary reporting pause should not be mistaken for a retreat on sustainability. It is a recalibration.
Many businesses are already engaging in sustainable practices. Actions like reducing waste, improving efficiency, investing in people and engaging with the community are all core elements of sustainability.
Turning intent into strategy
The key challenge is understanding how to label, measure, and communicate these actions. For example, quantifying process improvements in terms of carbon savings or resource efficiency can help demonstrate value, both internally and externally.
External support can play a crucial role here, helping businesses translate well-intentioned efforts into clear, structured sustainability strategies that drive value and impact.
Sustainability - with people at the heart of it
This year marks a significant milestone for ifac, as we completed our first full year of recording and reporting greenhouse gas emissions across all scopes and were delighted to achieve B Corp Certification for the first time.
As a growing business, we have taken care to present our carbon footprint in a way that reflects this growth, reporting emissions per unit of revenue. This approach ensures a clear and consistent picture of our progress without distortion from business expansion. We have reduced our emissions per ʻ000 euro revenue by 35% from 2021.
:format(webp)/f/122463/900x1125/d344970ac1/rosie_o-neill.jpg)