carboNZnewz Issue 7, October 2009
In this issue:
What is business sustainability?
Sustainability is a word often bantered about, but what is its actual meaning? For some folk sustainability speaks directly to “green issues” and the environment, for others its about efficient use of limited natural resources in a closed-loop cycle. But you may well ask - is this enough? The concept of sustainability is a broad, complex and highly controversial one and the reality is it means different things to different people at different times.
From a business perspective for us here at the carboNZero programme, I like to think that even though our business operates in the “green” business sector, sustainability is not just about carbon or the environment. Instead we embrace all the elements of sustainability and good corporate social responsibility: financial resilience; attracting, developing and retaining great people and providing the best possible work environment; a strong commitment to good governance and ethics; and, of course, the nature of our work makes us very focused on the provision of the most credible carbon certification programme available that both adds value to our stakeholders and encourages behavioural changes that result in benefits for the physical environment.
But how do other companies compare? A recent business survey conducted by ShapeNZ/Fairfax Research listed the following key aspects of a sustainable workspace (i.e. the “soft” stuff):
- Flexible working options
- Equal opportunities
- Code of conduct and commitment to ethics
- Leading and educational programmes
- Positive internal culture
- Cultural sensitivity
- Attention to turnover and retention of talent
How does your workplace compare to these listed key areas? Why should it care; after all, isn’t it just about how much money a business can make? Well in recent times one only need look at the debacle of our financial institutes claiming to offer so-called “robust” investment opportunities – what was their commitment to good governance and ethics? Were their offers sustainable? Clearly not!
Good corporate social responsibility (CSR) is also about how businesses align their values and behaviour with the expectations and needs of stakeholders - not just customers and investors, but also employees, suppliers, communities, regulators, special interest groups and society as a whole. CSR describes a company's commitment to be accountable to its stakeholders.
For the carboNZero programme, the “soft” stuff matters; it is what makes our place special and our programme unique. It is more than just environmental management and helping others to do better in this area; it’s about good governance, stakeholder engagement, workplace standards and conditions, employee and community relations, social equity, responsible sourcing and human rights. In my humble opinion, a dollar spent here is a dollar well invested.
Although these activities may not seem to have a direct impact on revenue they do impact directly on any businesses through enhanced brand image, reduced costs, and increased ability to attract, retain and motivate employees – and, the uncovering of previously hidden commercial opportunities, including new markets, through networks and associations.
Does this “soft” stuff really work? Well take a quick look down the list of our certified clients and you will quickly recognise some of New Zealand’s leading businesses, all of whom have embraced sustainability initiatives, including the measurement and reduction of greenhouse gases, as a means of improving business performance. Well done them!
Mike Tournier
Business Manager
carboNZero programme
How does voluntary climate change action sits alongside compliance emissions trading?
Over the next few months, we can expect the rules for emissions trading to be clarified in Australia and New Zealand. While this legislation is being drafted and modified, there has been confusion about the role of voluntary markets when the national compliance schemes are operating. There are important differences between trading in voluntary carbon credits and taking voluntary action to measure, manage and reduce your company’s greenhouse gas emissions.
Since the beginning of 2008, Australia and New Zealand have been operating under the global emissions trading scheme known as the Kyoto Protocol. Signatories of the protocol have agreed to emissions reduction targets for the First Commitment Period 2008–2012 (CP1). Any emissions that exceed the allowances allocated by the United Nations must be compensated for by surrendering Allocated Allowance Units (AAUs) or compliance units to the International Transaction Log in 2012. In reality, this will take place in 2013 once all the greenhouse accounts have been confirmed – sometimes referred to as the “wash-up”. Only so-called compliance units can be used for this purpose and these must qualify to be held in an account on the National Emissions Unit Register. In New Zealand, compliance units can be created under Projects to Reduce Emissions (administered by the Ministry for the Environment) and under the Permanent Forest Sinks Initiative (PFSI; administered by the Ministry of Agriculture and Forestry). Australia is still developing the rules for compliance units created in Australia. Compliance units created in other jurisdictions may be used in both Australia and New Zealand provided they are part of the network of national registries that link to the International Transaction Log operated by the United Nations. These include emission units from Clean Development Mechanism (CDM) and Joint Initiative (JI) projects.
During CP1, there is potential for double counting if emissions reductions reported in the national inventory are also used to create voluntary carbon credits. This could apply to reductions achieved through energy efficiency and through forest sinks. It is important that companies offsetting through voluntary schemes avoid such double counting. Hence some voluntary carbon credits are acceptable where their creation pre-dates 2008, but emissions reductions from “covered” sectors are not acceptable during CP1. A “covered” sector is an emissions source covered by the national inventory.
On the other hand, compliance units may be used for voluntary action, but must be cancelled in the national register. If these units are retired or surrendered, it is possible that they may be double-used, e.g. to compensate the national inventory at the end of CP1 or be reallocated through compliance schemes in the Second Commitment Period. This would negate any offset or carbon neutral claim.
Emissions reductions achieved before 2008 and reductions in “uncovered” sectors may be used to create voluntary carbon credits that can be used for voluntary action during CP1. However, companies are advised to make further quality checks as some voluntary carbon credits may not be approved by voluntary schemes. The voluntary carbon trading market is most definitely “buyer beware” territory. Companies working towards carboNZero certification and wishing to source their own carbon credits are strongly advised to seek prior approval of the chosen credits. We use rigorous assessment criteria to ensure that the credits come from an eligible project, that they are additional (beyond “business as usual”), permanent, measurable, independently verified by a suitably accredited third-party audit firm, registered and able to be tracked in a recognised registry to ensure that there has been no double counting.
One such registry for voluntary carbon credits is Markit, which lists a vast range of carbon, biodiversity, water and other environmental units. Markit is a passive registry, listing units that pass basic checks such as evidence that they are verified and that they have not been issued previously. Not all of the units listed on Markit will meet the quality requirements of the carboNZero programme.
The Gold Standard and the Voluntary Carbon Standard now require voluntary carbon credits created post-2008 to be matched by a cancelled AAU. The UK Department for the Environment, Food and Rural Affairs (Defra) has created a quality assurance scheme for voluntary carbon offsetting. This scheme requires compliance units to be cancelled. Australia’s draft National Carbon Offset Standard (NCOS) is aimed at the voluntary carbon offset market and proposes that offsets are based on specified compliance units or voluntary units created through emissions reductions that are not covered by the Carbon Pollution Reduction Scheme (CPRS), Australia’s emissions trading scheme. Both the UK Quality Assurance Scheme and the Australian NCOS place considerable emphasis on a credible footprint being prepared using internationally recognised standards, and the resultant inventory being verified by a suitably accredited audit firm, before undertaking any offsetting.
The carboNZero programme has long been advocating credible greenhouse gas inventories, commitment to emissions reduction, and the use of high quality verified carbon credits.
As part of our plans to maintain a leading position we became the first greenhouse gas certification scheme in the world to receive international accreditation under the auspices of the International Accreditation Forum (IAF).
The international accreditation was made by the Joint Accreditation System – Australia and New Zealand (JAS-ANZ), which is an international accreditation body, established by a treaty between the New Zealand and Australian governments and linked through the IAF, that promotes mutual acceptance of certification to common international standards.
The accreditation means the carboNZero programme offers a framework for businesses here and overseas to measure and report their carbon footprint that has been verified against a global standard and which is accepted in 50 major world economies.
One of the main benefits of JAS-ANZ accreditation is that it provides export clients with assurances that we are accredited by a body that all their overseas markets recognise. Furthermore, it provides our clients with assurances that the programme meets those international standards and is operated to a level of quality of world repute.
We congratulate the organisations that have achieved CEMARS and carboNZero certification since our last newsletter:
Organisation/Product/Service certification and recertification
- Antipodes Water
- Contact Energy – corporate operations
- Digiweb
- Interface New Zealand
- Meridian Energy – Meridian Electricity Facility
- Nature Shop
- New Zealand Wine Company
- Powershop
- Right House
- Royal Society of New Zealand
- Stanley Interiors Auckland
- Wairau River Wines
Event certification –
- Climate Change Adaptation Conference (Melbourne)
- KiwiLink North America (Los Angeles and Vancouver)
Small Enterprise certification and recertification
- Conference Innovators
- Paint Plus Colour Systems
- Springload
- TaxiCharge
- Venture Taranaki Trust
CEMARS certification and recertification
- Biwater Treatment (UK)
- Energy for Industry
- May Gurney Integrated Services (UK)
- Palliser Wine Estates of Martinborough
New Zealand’s leading eco-label, with global credentials
Are you a LOHAS?
LOHAS are defined by marketers as customers who have or aspire to Lifestyles of Health and Sustainability – i.e. well-educated consumers with high personal standards who are passionate about sustainable living, “green” initiatives and who have a real connection to sustainable goods and services.
LOHAS are keenly aware that all products and services have environmental and social implications in their manufacture, delivery, use, and end-of-life treatment. But most of the environmental and social impacts still occur out of our sight, up the supply chain and down the disposal chain. Eco-labels and certifications marks make these impacts visible and empower us to make choices about the organisations, products and services we use.
There are hundreds of different eco-certifications out there. Many eco-labels focus on product performance for only one life-cycle aspect (e.g. energy efficiency in use, sustainable harvest, or fair trade), while others provide an entire framework for managing a company's sustainability performance. So how do you pick the good ones from the greenwash?
Obviously, just because a company claims something does not necessarily mean it’s true. Many of you are understandably sceptical when bombarded every day with organisations, products and services claiming to be clean and green, sustainable and/or climate friendly. And many consumers or business buyers still find it hard to accurately assess the quality and robustness of environmental and social sustainability labels or marks. But it’s important not to lose sight of the fact that there are some certifications that cut through the greenwash and can be recognised as truly credible.
Thankfully, the carboNZero certification logo has credibility and integrity and you can have confidence that companies, products and services carrying this mark are making genuine improvements in environmental and/or social sustainability.
The carboNZero programme is the market leader in this area, with the highest level of international recognition for its certification, and we believe it is streets ahead of anything else out there. We were the first ISO 14065 accredited greenhouse gas verifier outside the United States and the world’s first greenhouse gas certifier to achieve international accreditation under the auspices of the International Accreditation Forum (IAF). This means that the carboNZero certified organisations, products and services are recognised in 50 major world economies.
Kathryn Hailes, carboNZero programme Marketing and Communications Manager, says: “We believe the only way to demonstrate to consumers that we are committed to getting it right and to also underwrite the investment of our clients is to seek the highest form of credibility.”
We know that consumers of carboNZero certified organisations, products and services appreciate that they practise responsible capitalism by providing goods and services using environmentally sustainable business practices.
This includes measuring and minimising their greenhouse gas emissions and then offsetting any remaining emissions that they cannot avoid by purchasing verified carbon credits from credible projects in New Zealand. These projects include native forest regeneration, windpower farms and landfill gas recovery.
Obtaining the carboNZero certification logo confirms that a company has made a positive environmental choice and improved its brand credentials through lower greenhouse gas emissions.
In addition to measuring and reducing their carbon footprints, many carboNZero certified organisations, products and services also create a credible point of difference, obtain market access, improve business networks, and avoid accusations of greenwash. Carbon neutral claims can be a powerful marketing tool particularly for carboNZero certified organisations that are exporting their products to key markets that face similar challenges.
Independently audited
Of course, other certification labels are robust, but some are better than others and you must undertake your own due diligence to be sure that you are investing in the scheme that best protects your brand.
Thankfully the Commerce Commission has recently placed new emphasis on tackling greenwash. In New Zealand, the "claims" implicit in environmental labels are controlled by a number of regulatory instruments; one of the most significant is The Fair Trading Act 1986, enforced by the Commerce Commission. This prohibits misleading or deceptive conduct, and false or misleading representations about traded goods or services.
The Ministry for Economic Development has said: “The best eco-labels are subject to regular conformance assessment by an independent auditor.”
The carboNZero programme requires all organisations, products and services to undergo independent verification prior to certification and they must publicly display a disclosure page or summary of their certification so stakeholders can see exactly what was involved in obtaining that certification.
International accreditation has allowed the carboNZero programme and its certified clients to gain a strong point of difference and capture a leading market position. When you see our logo being used by one of our certified clients you can be absolutely certain that the claim made by the organisation or product is genuine and transparent.
The carboNZero programme has also recently appointed Consumers’ Institute Chief Executive Sue Chetwin onto its independent advisory panel, because it is important that consumers understand what makes our brand credible and the effort we put in to get it right.
Certification processes can be rather complex and confusing, and at times you may feel like you need a science degree to understand all the ins and outs of carbon measurement. But the good news is you don’t have to because the scientists at our parent, Crown Research Institute Landcare Research, and the carboNZero programme do all of this for you and all you have to do as consumers is demand carboNZero certified organisations, products and services.
Behind the label
There are currently no New Zealand regulations that define who can or can’t offer a greenhouse gas emissions certification service. So it’s important to check the credibility and integrity of environmental labels:
- Who has accredited the “certifier”?
- What international standard is the certifier accredited to?
- What international standard will the business itself be accredited to?
- Is there an independent audit carried out as part of the certification process?
Kathryn Hailes
Marketing and Communications Manager
carboNZero programme
International Business Update – Australia
Australia accounts for approximately 1.5% of the world’s total greenhouse gas (GHG) emissions and is the world's top greenhouse gas emitter per capita because of its reliance on burning coal to generate electricity. On a per capita basis, Australia’s GHG emission totals still double the industrialised average of just under 13 tonnes per person per year.
As part of the "AP6", Australia’s involvement in this clean-tech Asia-Pacific climate group counts countries such as the United States, India, South Korea, Japan and China, which are dubbed the "pack of polluters" by critics. Electricity, gas and water suppliers are the country's top emitters by sector, responsible for just over a third of Australia's GHG output. Primary industries such as agriculture, forestry, fishing and mining are the second largest source, accounting for just a under a third of emissions, including methane.
Australia’s Carbon Pollution Reduction Scheme (CPRS) legislation is planned to be passed by Parliament this year in order to deliver more certainty to business; this is a delay in the planned start to help manage the impacts of the global recession and enable large emitters to adequately prepare their GHG inventories. It will also enable the government to advocate for a global GHG agreement on carbon pollution. The CPRS will be phased in from 1 July 2011 and a ‘25% by 2020’ target has been put on the table as part of a package of new measures announced by the Rudd government.
With Landcare Research, the carboNZero programme was pleased to be a gold sponsor of the 5th Australia – New Zealand Climate Change and Business Conference (ANZ CCBC) held in Melbourne during August 2009. This major event was also a carboNZero certified event. As a gold sponsor, the carboNZero programme took the opportunity to provide speakers and promote CEMARS at this event with an exhibition stand aimed at reinforcing the programme’s world-first ISO 14065 accreditation status and highlighting the volume of CO2e verified and certified through CEMARS, and under active management.
The ANZ CCBC conference, addressed by the Australian and New Zealand ministers for climate change, provided a forum for both government and industry to share issues, concerns, and hopes in relation to initiatives towards reducing GHG emissions in both countries. The carboNZero programme’s Dr John Andrews presented two papers, one concerning “what international standards apply to carbon footprint claims” and the other about “carbon liability – calculating your carbon inventory”.
Speakers from a variety of industries and countries provided overviews in relation to markets and policy, climate change adaptations, prospering in the new environment, the challenging issues and business opportunities – including emerging new markets and carbon capture and storage.
The carboNZero programme was again at the forefront, being the only certifier of GHG emissions exhibiting at the conference, and received a steady stream of enquiries in relation to CEMARS and what GHG certification provides. The positioning at this conference supports the carboNZero programme’s strategic vision to be one of the top three international GHG certification schemes.
The programme’s recent JAS-ANZ accreditation now means that the programme has a higher profile amongst the international certification community, so that potential licensing partners will have peace of mind that the programme stands up to international scrutiny and challenge.
Our International Business Development team based in New Zealand undertakes research and planning to approach and negotiate new licensing agreements directly with potential licensing partners. A formalised planning process is in place together with a marketing and communications plan to promote the licensing opportunity internationally, with the Australian market being a key target priority for future licensing of the programme.
Mark Klouwens
carboNZero programme
International Business Development Manager
carboNZero certified clients make annual report
Nick Main, Chair of the New Zealand Business Council for Sustainable Development (NZBCSD), opens their 2009 Annual Report by saying: “Our challenge is to keep on task as things are getting tougher. Tough because of the economic crisis. Tough because we have still not done enough on greenhouse gas emissions (GHGs) and we are getting closer to a cliff edge.”
carboNZero certified organisations, products and services employ practical steps to reduce their impact on the environment and it is encouraging to see three of our certified clients profiled in the NZBCSD annual report.
Toyota
Toyota believes sustainability is central to a better way of life, and a better way of doing business.
Toyota has led the New Zealand market for 20 consecutive years; and this success is underpinned by innovation, product and service quality, and environmental leadership. In 1992 Toyota published its Earth Charter and formally placed the environment as a top management priority. This led to the development of the Prius hybrid petrol–electric car and a range of other “green technologies” that reduce a vehicle’s impact throughout its life cycle – from design and production, through to distribution, driving and eventual disposal.
However, Toyota’s environmental efforts go much wider than this to encompass all operational activities, and how to contribute towards a more sustainable society. Measuring, managing and reducing the company’s carbon footprint is therefore a key responsibility. Toyota New Zealand was an early adopter of the carboNZero programme and is the first car company to achieve certification in New Zealand.
Offsetting remaining carbon emissions by purchasing verified carbon credits is the final step of Toyota’s greenhouse gas emissions reduction strategy, which focuses on improving energy efficiency, reducing business travel, sourcing renewable power, raising staff and supplier awareness, and minimising waste to landfill.
Ricoh
As a leading supplier of document solutions, including photocopiers and printers, Ricoh is setting industry standards on environmental and social sustainability.
In the past year Ricoh has achieved its toughest environmental challenge yet - carboNZero certification. What made this more significant was the bold decision to measure and offset the energy emissions associated with their customers’ use of energy efficient Ricoh machines – a voluntary move that helps customers cut their carbon footprints.
Last year Ricoh collected and recycled more than 23,000 used toner cartridges from customers – diverting around 74m3 of waste from landfill. As part of its product stewardship scheme Ricoh also collected 1,254 machines for refurbishment and resale, and 985 machines were sent for recycling.
In addition to environmental initiatives, Ricoh is also committed to business sustainability and the professional development of its staff.
Urgent Couriers
Urgent Couriers set the sustainability standard for the courier industry in 2007 when it became the first transport company in New Zealand to be certified carbon neutral for all its business activities through the carboNZero programme. This saw the company volunteer to offset the greenhouse gas emissions from its 85 contract couriers, company-owned vehicles and all administrative functions.
Urgent Couriers has broadened its commitment to sustainability beyond the environment this year, driving the power of its car fleet behind a number of community initiatives.
“We must resist coming from a traditional old-economy perspective – only talking about the cost of reducing emissions and defending the status quo…”, says Nick Main.
Small enterprises demand credible GHG certification
Despite the current economic climate, the demand for carboNZero certification has accelerated. Since our last newsletter (June), the carboNZero programme has awarded four small enterprises carboNZero certification.
Springload
www.springload.co.nz
Springload is a web design and development company based in Wellington. Its focus is always on the end-users and it aims to produce the very best experience it can for them. Being conscious of its impact on the environment, carboNZero certification is a natural extension to this approach. Many of its staff spend as much spare time as they can enjoying the great outdoors and they are passionate about taking care of it for future generations.
Recertified small enterprise:
PaintPlus Colour System
www.paintplus.co.nz
Architectural coatings manufacturer PaintPlus has been committed to sustainable manufacturing and eco-friendly practices from its inception in 1997. carboNZero certification was a natural next step after all PaintPlus products received Environmental Choice approval from the NZ Ecolabelling Trust. It was found that most of their greenhouse gas emissions came from shipping freight and business vehicle travel. PaintPlus has committed to reducing electricity and all fuel consumption by 5%, improving shipping efficiency by 10% and reducing waste to landfill by 50% over the next year.
TaxiCharge New Zealand
www.taxicharge.co.nz
TaxiCharge offers a complete billing and expense management solution for taxi spend. TaxiCharge provides billing and reporting services to more than 16,300 account holders in New Zealand. On receipt of card and voucher transactions, TaxiCharge processes information and provides reporting and billing information to the customer and payment to the driver. TaxiCharge has recognised the need for change and is encouraging its 21 partners to provide a sustainable solution to taxi users. TaxiCharge will support its partners by embracing the carboNZero Small Enterprise Certification programme. TaxiCharge produced 32 tonnes of greenhouse gases in 2007/08 from its main sources: company vehicles and domestic air travel. TaxiCharge is committed to reducing its GHG emissions by 10% in the first year by replacing existing vehicles with hybrid vehicles.
Venture Taranaki Trust
www.taranaki.info
Venture Taranaki Trust is Taranaki's regional economic development, events attraction and regional tourism agency. The Trust’s Statement of Intent was updated in 2007 to recognise a new key development theme of "building a sustainable future". Under this development theme the Trust has actively looked for opportunities to make interventions that support that objective. The Trust has funded a number of sustainability interventions since 2007 including an in-house project aimed at working towards carboNZero certification.
The carboNZero programme is extremely proud of our small enterprise clients’ achievements. We strongly encourage you to visit their websites, and if they offer a product or service relevant to you or someone you know, spread the word, and do business with these environmentally conscious organisations.
May Chang
Account Manager
carboNZero programme
Greening your event with credibility
The carboNZero programme recently exhibited at Meetings 09 – the only national business tourism event for the conference, meetings, events, exhibition and travel incentive industry.
It was a great opportunity to meet with major conference and event organisers and gauge the state of the market. Overall the mood was positive and event managers were looking at a number of upcoming events and ways to reduce their environmental impact.
As in 2008, the carboNZero programme also assisted Conventions and Incentives New Zealand (CINZ), the Meetings organiser, to measure and reduce the environmental impact of the event.
Recent and upcoming carboNZero certified events include the Bizzone Business Expos, the Climate Change and Business Conference, the Liquorland Top 100 Wine Competition and the Air New Zealand Wine Awards. These events have put in place a number of great initiatives to reduce their environmental impacts. More information can be found on the events page of the website: www.carbonzero.co.nz/members/events.asp
International event –
Australasian Carbon Market Expo
26-28 October 2009, Gold Coast, Australia
The carboNZero programme will be exhibiting and networking with key domestic and international carbon market players atAustralia’s premier Trade Fair & Conference for carbon market participants & service providers. The event attracted more than 1,100 delegates and 81 exhibitors from 27 countries in 2008. This year's event will be the place to be, ahead of the 2011 introduction of Australia's Carbon Pollution Reduction Scheme. The full programme, online registration and exhibitor details are available now at www.carbonexpo.com.au/
Domestic event –
Green drinks
7 October 2009, Landcare Research, Auckland
Landcare Research recently hosted a very successful Green Drinks in Auckland. The organisers decided to promote carboNZero certified products at the event. The carboNZero programme would like to acknowledge the following clients for their generous contributions : Grove Mill and Wairau Wine provided wine, Antipodes provided bottled water, and NZ Fresh Cuts provided carrots and dips. A big thank you from the carboNZero team!
Client success story - Winner: Pitango Innovative Cuisine
Pitango Innovative Cuisine, a very exciting, small, fast-growing Auckland business that creates and manufactures innovative organic and healthy food products, has won the Award for Best Business Operating Internationally under $10 million in the New Zealand International Business Awards 2009.
The company operates in the chilled segment of the ready-to-eat market, selling through major supermarkets. It exports its entire product range, including organic soups, risottos, curries and pasta meals.
Pitango was started in 2002 by recent immigrants to New Zealand, Yasmin and Ofer Shenhav, who wanted to create food products that were good for the family and good for the environment.
From that two-person operation the business has grown to employ 35 people and is going from strength to strength, winning international awards and achieving sales growth of 33% in the year ending June 2009. “Most of that growth is from exports sales”, says Chief Executive Wade Gillooly, who was brought on board at the start of the year to help take the business to a new level of domestic and international success.
“The Pitango brand has got a great story to tell,” says Mr Gillooly. “Our products are high taste and high quality. Pitango is broader than merely an organic brand and this has allowed us to successfully tap into both core organic consumers as well as a much wider range of consumers who focus on taste, goodness, health, and convenience. Our products are also affordable and put organics into the mainstream.
“Product innovation and the flexibility to respond rapidly to international food trends means Pitango is able to capitalise on first mover advantage. We’ve developed products to respond to consumers’ increasing desire for healthy products, including gluten free, dairy free, meat free and low fat. We are also creating products to meet the growing demand for organics, taste ethnicity in food, convenient meal solutions and sustainability.”
Pitango was the world’s first carbon neutral fresh food manufacturer, gaining independent carboNZeroCertTM certification through Landcare Research. This entails measuring its carbon footprint from supply farm-gate through processing, shipping products to market, to the refrigerator units its products are displayed in in-store.
The company has also created technology that gives Pitango products a longer shelf life than its competitors, which allows it to export to distant markets.
Mr Gillooly says adapting products to suit different market tastes is going to be a key to success.
Another key is the strong relationships Pitango builds with its international distributors.
“We work very very closely with our distributors and consider them our business partners. We have complete transparency and visibility in each other’s business – around tenders, managing stock, new product development – and that creates a really strong relationship.”
Australia currently accounts for almost all Pitango’s export sales, but the company is also developing markets in Hong Kong and Singapore.
“Our focus is on ensuring that we do our current markets very well and then develop new international markets working within our capabilities.
“Growing internationally is challenging and exciting – you need to have some aspirational goals to push the business forward. My vision is for Pitango to be the leading chilled soup and chilled meals manufacturer in Australasia – we’re almost there – and to grow our horizons into Pacific Rim markets.”
He says there are lots of opportunities for new product development and for Pitango to expand beyond grocery channels into food service and route trade.
“We have the staff, the innovation and the technical capability to harness those international opportunities. The staff at Pitango are fantastic. Many have been here since day one and they’ve got a real stake in the growth of the business going forward.”
For further information
Wade Gillooly
Chief Executive
Pitango Innovative Cuisine
09 479 1100, wade@pitango.co.nz
www.pitango.co.nz
Watch this space: New addition to carboNZero programme advisory panel
The carboNZero programme has recently appointed Consumers’ Institute Chief Executive Sue Chetwin onto its independent advisory panel, because it is important that consumers understand what makes our brand credible and the effort we put in to get it right.
At Consumer, Sue is responsible for the organisation’s research and commercial publishing activities. In addition she is the Consumer’s public spokesperson on current consumer issues and its representative on a number of industry and government organisations. The principal aim of Consumer is to collect and disseminate information and, in so doing, advance the interests of its subscribing members and those of consumers generally. This is achieved through research, the publication of Consumer magazine and through consumer.org.nz. Sue joined Consumer two years ago, after more than 25 years in news journalism. She has edited all three of the country’s Sunday newspapers and was a business manager at NZ Magazines, publisher of The NZ Listener and NZ Woman’s Weekly.
The carboNZero programme’s independent advisory panel advises on issues arising from the technical and ethical requirements of operating the carboNZero programme. Current panel members include:
- Sue Chetwin (Consumer NZ)
- Melanie Hutton (Ministry of Transport)
- Jim Renwick (The Royal Society of New Zealand Council)
- Joanna Silver (Markit Environmental Registry)
The seven sins of spin
By Nina Fowler, Mon, 5 Oct 2009
www.salient.org.nz/columns/greenwashing-different-shades-of-spin
In January 2009, researchers were sent into major retailers in the United States, Canada, the UK and Australia to collect data on every product making an environmental claim.
The results, published by TerraChoice in April, were staggering. In the US and Canada, over 2,200 products making close to 5,000 “green” claims were recorded. Of these, over 98% were found guilty of at least some degree of greenwash.
The TerraChoice study broke down the concept of greenwash into seven sins:
#1 Sin of the Hidden Trade-Off: e.g. “Energy-efficient” technology made with dangerous materials.
#2 Sin of No Proof: e.g. “Certified organic” beauty products with no verifiable certification.
#3 Sin of Vagueness: e.g. “100% natural” products that contain naturally occurring poisons like arsenic and formaldehyde.
#4 Sin of Irrelevance: e.g. Products “proudly CFC-free”, when CFCs were banned two decades ago.
#5 Sin of Fibbing: e.g. Products falsely claiming to be certified by a recognised environmental standard like Fair Trade.
#6 Sin of Lesser of Two Evils: e.g. Organic cigarettes or “environmentally friendly” pesticides.
#7 Sin of Worshiping False Labels: Fake labels, when a product gives the impression of third-party endorsement when no such endorsement exists.
For more information or to submit information for consideration for the next newsletter please contact Kathryn Hailes, carboNZero programme Marketing and Communications Manager carbonzero@landcareresearch.co.nz, free phone 0800 CNZERO (0800 269376), or view our website: www.carbonzero.co.nz
