Date post: | 14-Jan-2015 |
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“Greenwashing - Lessons Learnt”Presented by Andrew Chaney
Managing Director
History & Background1994 Formed company
1999 Launched 'Orange Power' brands nationally through Coles, Woolworths & independents.
2005 Set up our own manufacturing & laboratory facility in Dandenong.
2008 Gained accreditation from GECA for a range of Orange Power products
2009 Purchased the AWARE laundry Powder business
2009 Gained Planet Ark endorsement for Orange Power
2009 Set up public company 'Aware Environmental Ltd'
2010 Purchased the ACTIZYME drain treatment business
Our 5 Year Goal• To be the leading environmental brand
by 2012
Our 5 Year ‘Green’ Strategy -
1. Seek Independent verification of green claims2. Secure endorsement from a well respected &
leading environmental organisation3. Ensure all formulations meet worlds best
environmental standards whilst still performing as well as leading brands
4. Establish Public Company to attract investment
5. Build the worlds best environmentally sustainable manufacturing facility
….and then, just as we got going - ‘Choice’ targets Orange Power for Greenwashing …on national TV !!!
The following 17 ‘greenwash’ claims were singled out by Choice in May 2008 for our Multi Purpose Cleaner.
1. ‘Environmentally Responsible’
2. ‘natural orange oil’
3. Pictorial use of ‘globe’
4. ‘Utilise the natural cleaning properties of Orange Oil’
5. ‘Renewable resource’
6. ‘Reduces Waste’
7. ‘Supports Fruit Growers’
8. Biodegradable9. Safe for Septic Systems 10. Not tested on Animals 11. No Harsh Fumes12. PETE and Trigger Cap Recyclable 13. No Bleach14. No Chlorine 15. No Caustic16. No Ammonia17. No Phosphates
Now…how to rebuild our lost credibility!
Ouch that hurt!!
Continue with our strategy….
1. Finalise independent verification of our green claims via GECA.
2. Bring forward Planet Ark audit & proposed endorsement
Who is GECA?
• Internationally recognised certification agency for brands and products/services to ISO 14024
• Good Environmental Choice Australia is a not for profit organisation
• To encourage the demand for and supply of products which reduce the stress on the environment during their entire life-cycle.
Label changes
2007 Label Current Label
Advertising Strategy• $2 million TV and magazine campaign• Consumer Education focus• Tanya Ha and Cool Change co-ordination
Did this strategy work??
YES!!
Sales Growth
ORANGE POWER SALES
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Fin. YEAR
$,0
00
GECAJune 08
P. ArkJuly 09
+30.1%+15.6%
Do you recognise / know what the GECA logo represents?
No idea
Some idea
Have seen Orange Poweradvertisement / products andknow what it represents
Fully aware and understandits meaning
2009/10 Customer Survey results (after Coolchange TVC)
Does the GECA accreditation influence your choice when selecting Orange Power products?
No
Occasionally
Most definitely
2009/10 Customer Survey results
Future Plans – Build Australia’s First Environmentally designed manufacturing Facility
We not only talk green….. we drive green!!
3600km on recycled veggie oil in the 2008 Variety Bash (we raised $20,000)
Further information:
• www.orangepower.com.au
• www.awareenvironmental.com.au(see here for investment opportunities)
• www.greencaredev.com.au