Green Thinking 2011 Type B

Marketing minefield Why ‘greenwash’ must be abolished

Sustainability needs you An ambitious, European-wide OP project

Pushing paper Industry efforts to save paper’s green face

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Green Thinking 2011 | Contents

Contents 21

Editor’s comment

5

Green news

6

The White House pledges to cut waste and UK OP dealers shine in green awards

Marketing minefield

9

It’s easy to fall into the trap of ‘greenwash’ but new legislation increases pressure to avoid it

Sustainability needs you

14

Marcel Jacobs outlines a bold initiative that aims to unify European OP’s green standards

Waste proposal

21

Populations are increasing, technology use is growing and the problem of e-waste is on the rise

Green and proud

24

A Q&A with EOPA winner Schneider reveals its dedication to protecting its local environment

Dealer case studies

30

Every reseller can learn a few tricks from the examples of green thinking these dealers provide

Building a greener future

39

The very infrastructures in which we operate give many ways in which OP can improve its footprint

39

Pushing paper

46

The industry’s efforts to improve paper’s green reputation are making headway, but more can be done

Follow the green road

51

Seen any green OP vehicles pass by recently?

They’re on the march all over the world

Material benefits

57

Sugarcane, soy and new chemicals are just some of the green materials manufacturers are deploying

In the loop

61

A product’s environmental impact never ends, but a closed-loop system can ensure it is minimised

51

Product directory

64

Discover some of the new green products that have been arriving on the market www.opi.net/greenthinking

3

Editor’s comment Editorial Editor Felicity Francis +44 (0)20 7841 2946 felicity.francis@opi.net

Features Editor Heike Dieckmann

It isn’t easy being green

+44 (0)20 7841 2944 heike.dieckmann@opi.net

News Editor Andy Braithwaite +33 (0)9 61 45 28 27 andy.braithwaite@opi.net

Editorial Assistant Saqib Shah +44 (0)20 7841 2950 saqib.shah@opi.net

Contributor Bruce Ackland bruce.ackland@opi.net

Sales and Marketing VP – Continental Europe, Middle East and Africa Ewan Dickson +44 (0)20 7841 2954 ewan.dickson@opi.net

VP – North America and UK Chris Turness +44 (0)20 7841 2953 chris.turness@opi.net

VP – Asia Tony Yao +86 186 021 29588 tony.yao@opi.net

Marketing and Database Executive India Pride +44 (0)20 7841 2959 india.pride@opi.net

Business Development Executive Stephen Dias +44 (0)20 7841 2952 stephen.dias@opi.net

Production and Finance Studio Manager Adam Morris +44 (0)20 7841 2943 adam.morris@opi.net

Operations Manager Nicky Coulson +44 (0)20 7841 2950 nicky.coulson@opi.net

Accountant Charles Edwards +44 (0)20 7841 2956 charles.edwards@opi.net

Publishers CEO Steve Hilleard +44 (0)20 7841 2940 steve.hilleard@opi.net

Director Janet Bell +44 (0)20 7841 2941 janet.bell@opi.net

This publication is printed on Satimat Silk which is produced on pulp manufactured wood obtained from recognised sustainable forests and at an FSC accredited mill. It is polywrapped in recycleable plastic that will biodegrade within six months. The carrier sheet is also made of recycled paper.

TT-COC-002487

Printed by Wyndeham Grange on FSC Sourced Material

CBP0009242909111341

OPI is printed in the UK by

Office Products International (ISSN: 1360-8460) is published monthly

by Office Products International Limited, c/o SPP, 75 Aberdeen Road, Emigsville, PA 17318. Periodicals postage paid at Manchester, PA and additional entries. Postmaster: send address corrections to Office Products International, c/o PO Box 437, Emigsville, PA 17318-0437. All rights reserved.

No part of this magazine may be reproduced, copied, stored in an electronic retrieval system or transmitted save with written permission or in accordance with provision of the copyright designs and patents act of 1988. Stringent efforts have been made by Office Products International to ensure accuracy. However, due principally to the fact that data cannot always be verified, it is possible that some errors or omissions may occur.

Office Products International cannot accept responsibility for such errors or omissions. Office Products International accepts no responsibility for comments made by interviewees that may offend.

Office Products International (OPI), Diamond House, 36-38 Hatton Garden, London EC1N 8EB, UK

he green choice isn’t always the easy choice. This truth was further cemented in my mind when we came to select the paper on which to print this OPI Green Thinking publication.

We always publish OPI magazine on FSC certified paper, but we decided to investigate what other sustainable paper options were available. There were quite a few, from FSC accredited and 80% recycled paper to 100% recycled and carbon neutral paper. And not being a paper expert myself, it was hard to determine exactly what each paper type meant in terms of impact on the environment.

For example, if a paper is made from recycled material, does that mean it is easily recyclable itself? Not necessarily.

On top of all this confusion was an added pressure: the price difference between using recycled and non-recycled paper was huge. It would have cost us an extra 30% of our printing costs to print on 100% recycled paper, and the environmental benefits were not that high.

I then weighed up the sustainable nature of virgin paper. As our article on paper discusses (see ‘Pushing paper’ on page 46), paper is made from wood, a renewable and sustainable source if managed properly. Add this fact to the efforts of many paper companies to boost paper’s environmental credentials through investment in technology and reworked processes, and paper doesn’t seem so harmful. In the end, we determined to use FSC-accredited paper and ensure it is carbon neutral.

This special publication highlights many examples of organisations doing their bit to protect the environment.

Some are carrying out extremely involved projects, such as Kaut-Bullinger (see ‘Hands-on approach’ on page 30), while others have ambitious goals of getting the entire industry on the green side (see ‘Sustainability needs you’ on page 14). All projects to get people thinking green should be applauded.

We hope that you adopt some of the ideas provided by the organisations featured in this year’s issue. Yet again, we have not had a shortage of businesses coming forward to tell us about their efforts towards sustainability. We should all take time to consider the green choice, even though it might not be the cheapest or the simplest.

Tel: +44 (0)20 7841 2950 Fax: +44 (0)20 7841 2951 Office Products International is a subsidiary of Nelson Media Limited

Felicity Francis, Editor www.opi.net/greenthinking

5

Green Thinking 2011 | Green news

White House Depot launches green cuts waste delivery programme Washington DC, USA

Boca Raton (FL), USA

As part of its ‘Campaign to Cut Waste’ initiative, the US government has announced a new Federal Strategic Sourcing Initiative (FSSI) contract for print management services.

The US General Services Administration has awarded 11 blanket purchase agreements (BPAs) in support of the FSSI, claiming it will save taxpayers $330 million through sustainable printing practices.

In addition, the GSA says use of this BPA will provide reductions to printing, copying, scanning and faxing costs that will save $600 million over four years.

The ‘Campaign to Cut Waste’ initiative was launched by the White House in June.

The BPAs include providing agencies with access to more cost-effective print and copy devices and fleet assessment services, which analyse an agency’s current print environment and identify opportunities to improve performance.

“The print management initiative is one more step in the right direction and provides us with a tremendous opportunity to cut waste and save money,” said Dan Gordon, Administrator at the Office of Federal Procurement Policy.

Out of the 11 contractors, five are small businesses and the rest are OEMs.

Office Depot has launched a new delivery programme which is projected to replace five million cardboard boxes with paper bags over the next 12 months.

The GreenerOffice Delivery Service means that customers can receive their supplies in a paper bag instead of a cardboard box.

GreenerOffice is being rolled out across the US after a pilot phase that saw over 95% of eligible customers opt in to the programme.

The service is available to all Office Depot business customers, but they can choose to opt out at any time.

The delivery bags are made from 40%

post-consumer recycled content and are protected during delivery in reusable plastic totes that drivers take back.

Depot says that, based on the adoption rates of the pilot programme, it hopes to replace around five million boxes in the first 12 months of the national roll-out.

“This programme delivers a triple win,” said Yalmaz Siddiqui, Depot’s Director of Environmental Strategy.

“Our customers win because the paper bags are more convenient to open and recycle; Office Depot wins because we continue to enhance our environmental leadership; and the ecosystem benefits because fewer materials equals less waste in our landfills.”

According to the Pittsburgh Business Times, the initiative has been a success with nearly 3,700 firms signing up to it.

GREEN NEWS IN BRIEF Steelcase on track to hit environmental targets Furniture manufacturer Steelcase has released its 2011 corporate sustainability report.

The report shows that Steelcase has reduced its greenhouse gas emissions by 40%, its water consumption and VOC emissions by 52%, and its waste by 48%.

Since Steelcase began tracking these areas in 2001, the company’s cumulative reduction has been 60%, 73%, 95% and 80%, respectively.

6

Green Thinking 2011

“Nearly six years ago we set a goal to reduce our environmental footprint by 25% in 2012 and we’re incredibly pleased by the progress we have made,” said Jim Hackett, President and CEO of Steelcase. Grand Rapids (MI), USA

Australia passes electronics recycling bill The Australian Senate has passed a new bill bringing the country closer to a national e-waste recycling scheme.

The Product Stewardship Bill assigns electronics manufacturers

the duty of managing the disposal of their waste products and consumables.

The scheme is expected to be in place by the end of the year, with a nationwide collection service for rural and urban areas rolled out over the next five years.

Canberra, Australia

Green ranking for 3M and HP 3M is the second best green company in the world, according to brand consultancy firm Interbrand. Other companies on the Best Global Green Brands

2011 list included Hewlett-Packard in fifth place, Canon at number 28 and Xerox at number 31.

Automotive giant Toyota was the overall winner.

3M was hailed as producing “a range of green solutions from Post-it Greener Notes to the 3M Cleaned Green Programme”.

In order to construct the list, Interbrand judged companies based on their public perception combined with company data on environmental sustainability initiatives.

New York (NY), USA

Eco-friendly companies join forces Newport (NY), USA

We’ve got you

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OP companies shine in green awards London, UK

Three UK independent office products dealers have made the Top 10 in this year’s Sunday Times Best Green Companies list.

The fourth annual Best Green Companies awards took place in London on 9 June with Office Club dealer Wiles Greenworld achieving second place overall.

The other dealers in the Top 10 were Commercial and last year’s winner, UKOS, which came eighth this time around.

Construction firm Skanska was crowned as this year’s winner.

“This is testament to all our hard work,” said Wiles Greenworld’s Sustainable Development Director Toby Robins.

“Whether you consider the free of charge recycling service offered

to all customers, 10% year-on-year carbon reduction or the green office supplies which make up 40% of product offerings, the company really has minimised its carbon footprint.”

The awards recognise outstanding companies that have gone beyond their duty to minimise environmental impact and operate more sustainably.

The results are based on a two-part survey that examines an organisation’s environmental policies and practices and how employees are engaged.

The employer survey collects information on the approach to environmental management, whilst the employee survey seeks to understand how environmental strategies are embedded.

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Environmental paper manufacturer Canefields USA is partnering with the International Forest Products Corporation (IFP) to promote its product in the US. Canefields USA produces paper made from discarded sugarcane waste fibre, also known as bagasse.

The alliance between the two firms aims to highlight sustainable

papermaking on a large scale throughout North America.

“Our partnership with IFP will enable us to meet the growing demand for environmental paper on a large scale,” said Jeff Allen, CEO of Canefields USA. “IFP has the experience, strength and infrastructure required to expand market share of Canefields brand sugarcane waste fibre papers.”

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Green Thinking 2011 | Marketing

Marketing minefields

t was Irish dramatist and poet William Butler Yeats who gave us perhaps the most perfect encapsulation of communicating with the common man (and woman) when he said: “Think like a wise man but communicate in the language of the people.” This mantra for marketing has never been more pertinent than in the area of ‘green’ products.

A minefield of numerous colourfullynamed certifications, confusing jargon and potentially exaggerated claims has at times created an unwanted barrier between the industry and the ‘green’ consumer and been given the ominous moniker of ‘greenwash’.

But the US Federal Trade Commission’s (FTC) guidance for environmental marketing makes it clear that the days of making spurious or overly generalised claims are, or should be, a thing of the past. Part 260.7 (a) of the FTC’s guidance document hits the common use of generalisation in green marketing head-on stating: “It is deceptive to misrepresent, directly or by implication, that a product, package or service offers a general environmental benefit. Unqualified general claims of environmental benefit are difficult to interpret, and depending on their context, may convey a wide range of meanings to consumers.”

In addition, the commission’s Advertising Substantiation Statement goes on to demand that “every express and material implied claim that the general assertion conveys to reasonable consumers about an objective quality, feature or attribute of a product or service must be substantiated”.

In the UK, the Department for Environment, Food and Rural Affairs’ (DEFRA) newly released Green Claims Guidance (2011) is also tightening things up by providing advice to businesses for clear, accurate, relevant and substantiated environmental claims on products and services or in marketing and advertising.

I

With so many green products having so many differing claims and objectives, the marketing of green products has become dangerous territory

by Bruce Ackland

www.opi.net/greenthinking

9

“Selling the ethos of the company and making green a core element of the business is vital to selling green products” Threat Aidan McDonough

10

Green Thinking 2011

The threat posed by any marketing that dupes the consumer intentionally or unintentionally can have a doublydamaging impact on a business. Not only are the governments and consumer protection agencies of the world weeding out questionable claims but consumers are also showing they are ready to punish transgressors in no uncertain terms by withholding their hard-earned money and withdrawing their brand loyalty.

According to the 2011 Cone Green Gap Trend Tracker, 71% of Americans would stop buying a product if they felt misled by an environmental claim. A further 37% stated that they would boycott that company’s entire product line.

Author of The New Rules of Green Marketing Jacquelyn Ottman says: “Greenwashing is very prevalent but most of it is unintentional. Only about 10% seems to be intentional lies. Unintentional greenwashing is unfortunate, of course, but very understandable. No product is truly green – all products use energy and resources and create waste. Even products that bear the most trusted eco-labels are not all green themselves, just the one or two attributes that relate to the eco-label. For example, a CFL bulb that bears the Energy Star label could easily contain mercury, a highly toxic substance.

“To avoid greenwash as much as possible, I advise my clients to make sure to green their products thoroughly using a lifecycle approach and to follow the logical guidelines put forth by the FTC and DEFRA.” Scott Zintz, Sustainability Coordinator for is.group, believes that while still an issue, the prevalence of greenwashing can be somewhat overplayed at times, in the OP industry at least.

He explains: “I think greenwashing is still prevalent but I do not see it in such a dangerous way as some. Green marketing has been made even more difficult by the fact that the sustainable business community and green experts do not always agree on what is ‘green enough’ to qualify as a good green marketing plan.

“The important thing to remember is that any small step towards being more green or sustainable is better than we have today.

Too often, including in the classrooms of the Sustainable Business MBA programme I have been enrolled in, people fight to push and promote the highest standards in sustainability.

“I think this is a daunting task for anyone, and it is more important to take continuous small steps than it is to wake up tomorrow as the greenest company.

“Because of early problems with greenwashing, I think many consumers are wary of green claims in marketing. We have made progress in eco-labelling but there is still much work to be done so that consumers recognise and understand the green attributes of a product, and trust that what they are buying is in fact green.”

United Stationers also believes that the OP industry is better than most in its control of this area.

Carol O’Hern, United Stationers Director of Research and Sustainability, says: “In office products, greenwashing does not seem to be very prevalent. Product content goes through many filters – manufacturers, suppliers, wholesalers, resellers, consumers – and this chain creates a system of checks and balances with scrutiny along the way.

We are an industry that has been built on factual product attributes and greenwashing is counter to our industry culture.”

However prevalent it is, the issue appears to be being recognised across the OP industry, from manufacturers and wholesalers to dealers and retailers. Already there is an understanding that consumers have to be communicated with using particular clarity and transparency.

Sonja Mayrhofer, Product Manager at Austrian stamp manufacturer Trodat, says: “There has been strong demand for green products in the market but we understand that, as with the subject of ‘organic’, it has become difficult for consumers to find their way through the thicket of information in this case involving eco-labelling, recycled contents and green-coloured products.

Trodat has the means to deliver messages to the industry and our network of subsidiaries, distributors and customers enables us to communicate a clear green message to the widest audience possible.”

While the transparency and clarity of marketing messages for green products are vital, it is also of a primary importance to ensure that you don’t lose the product itself in the green marketing.

Green Thinking 2011 | Marketing

It’s a common mistake of marketers to think that because a product is green it will automatically appeal to the modern conscientious consumer, despite what can often be a premium price at a time when end-users are less than financially flushed.

Ottman refers to this thinking as ‘Green Marketing Myopia’.

“What they have to remember is that all products need to perform their intended function first,” she explains. “So I advise clients that they should lead with primary benefits first, and then round out their messages with environmental benefits because these are important to consumers if only on a secondary basis.”

Cost Clear communication of green benefits allied to a continued focus on the everyday performance of the product in question may be the recipe for success, but only if the inescapable concern of cost is addressed as well, leaving the marketer with a trinity of key vows on green communication.

“Everyone likes to see a polar bear or rainforest panorama in an advertisement and everyone wants to save the planet,” Zintz says. “But you must convince the buyer that your product or service is actually green (with documentation), that it will not cost them more money, and/or that it performs the same or better than the traditional product alternative.

“In terms of cost, many green items still do cost more than traditional product alternatives so look at the full lifecycle cost of a product instead of only the upfront cost. CFL bulbs are a perfect example. They are three to four times more expensive than incandescent bulbs, but they last up to ten times longer and provide energy savings during their life. One study that can be found at the energystar.gov website cites a lifecycle saving of more than $7,000 when you use 100 CFL bulbs instead of incandescent. This is a powerful statement.”

This view is endorsed by Aidan McDonough, Marketing Director at UK and Ireland dealer group Integra, who says price

“It has become difficult for consumers to find their way through the thicket of information involving eco-labelling and recycled contents”

The rules Green marketing guidelines and legislation have been established in many countries, for example: s 4HE 53 4HE &EDeral Trade Commission publishes voluntary guidelines s !USTRALIA 4HE 4RADE 0RACTICES !CT includes punishment of companies that provide misleading environmental claims s #ANADA 4HE #OMpetition Bureau and #ANADIAN 3TANDARDS !SSOCIATION ARE AGAINST ‘vague claims’ s .ORWAY #AR MANUfacturers are forbidden from claiming cars are environmentally friendly

Sonja Mayrhofer

is still an issue when selling green products, despite the reducing price gap.

He says: “If they can sell the ethos behind it and the added value of their green products, they are halfway there.”

A further often-overlooked element to selling green products and building trust with the consumer is to ensure that a company as a whole is marketed as green.

According to recent consumer research from United Stationers, resellers need not only to market their green products actively, but also to back the products by demonstrating sustainability as a company – a view backed up by Integra.

McDonough says: “Selling the ethos of the company and making green a core element of the business is a vital basis for selling green products. Customers will be able to see through green taglines so the company’s green credentials need to be transparent.

It is harder to sell green products so promoting the core messages and the company values rather than just the product alone becomes important.”

Strategy So what role should resellers be playing to ensure that greenwash is reduced and filtered out as much as possible?

Well there’s no question that the need for self-education is of paramount importance.

That’s not just a question of knowing what the government guidelines are on marketing but also ensuring that you know everything about the products you sell, from what you are selling to what their specifications are and what certification, eco-labels and claims they are carrying. This represents the best way for companies to ensure the most relevant and correct information is finding its way to the consumer.

There is certainly plenty being done in OP to advance the cause of green products as a whole.

Dealers, dealer groups and wholesalers are all developing or have already developed a particular strategy for marketing this area.

McDonough explains: “We have tried certain approaches including traditional printed catalogues and online marketing such as a green audit and promotional htmls, but I would say that it isn’t for everyone. We have www.opi.net/greenthinking

11

some dealers that are very focused about conveying the messages to consumers. We have also trialled with differing success product sample packs with only recycled products and increased the environmental profile of the Initiative range with access to supplier environmental policies for consumers. It is about giving flexible solutions as one size won’t fit all.”

At is.group, Zintz believes that it is up to all resellers to have a good knowledge of the green area and what it entails.

He explains: “I think it is very difficult to sell green correctly unless you have at least a basic understanding of what it means to be green. After you take the internal steps, make sure you address the myths of green that are in the market and ask customers for feedback.

“Be willing and able to adjust if you do not hit a home run on the first green marketing campaign, and be cognisant that sustainability is a process, not an end result.

“Looking ahead, my hope is that one day we will not need to market a product as green since all products will be green. As the demand for greener and more sustainable options increases, the price will decrease to the point where it is actually less expensive than traditional non-green alternatives. As sustainability takes root in the education of future generations of buyers, and today’s consumers continue to learn about how to make more sustainable choices, I believe green will become the new norm.”

US dealer Rosa’s Office is leading the way in educating its customers in terms of recycling and green awareness and has commissioned a team of internal staff to work with a local environmental group.

Rosa’s John Hauptstueck says: “We are working to craft educational classes

12

Green Thinking 2011

Dos and don’ts of green marketing DO: s 'REEN UP YOUR PRODUCT FROM A LIFECYCLE PERSPECTIVE s 4ARGET YOUR MESSAGES TO MOST LIKELY CONSUMERS UNDERSTAND THEIR MOTIVES FOR GREENING s 3TRESS PRIMARY BENElTS s )NCORPORATE SECONDARY ENVIRONMENTAL MESSAGES s %MPOWER THE CONSUMERS TO TAKE POSITIVE STEPS AND MAKE DECISIONS FOR THEMSELVES DON’T: s /VERSTATE THE ENVIRONMENTAL BENElTS OF YOUR PRODUCTS s 5SE CLICHÏD IMAGERY s !SSUME THAT JUST BECAUSE SOMETHING IS GREENER CONSUMERS WILL PAY A PREMIUM s !SSUME THEY WILL BELIEVE YOUR CLAIMS s 4RY TO SELL GREEN PRODUCTS THAT DON T WORK

Green marketing expert Jacquelyn Ottman

that will be held at our facilities. Our goal is not only to sell but to help educate.

In 2012 our marketing will include both a sustainable product as well a normal product, giving the customer the option to go green whenever possible.”

Ottman’s take on efficient green marketing is essentially a two-pronged attack of segmenting and focusing on consumers and making use of the extraordinary potential of the rapidly growing social media network.

She explains: “Segmenting consumers is vital here as it allows for targeting. In my book, I offer two possible segmentations of green consumers. So marketers need to ask such questions as to which segments would my greener offering most likely appeal – conventionals (who are involved with energy costs and try to reduce waste) or naturalities (who favour all things natural).

“The second key area would be using social media. Scepticism for all forms of advertising (not just green) has given rise to social media. Consumers trust other consumers for information about the products they buy and this is an increasingly vital proposition. Indeed, some green brands such as Method (a new line of cleaning and personal care products) have been launched entirely on social media.”

In the long term, Ottman hopes that the puffy “planets, babies and daisies” approach of much green marketing will be retired in favour of scientific information about the lifecycle impacts of green products, coupled with messages that integrate environmental and primary benefits.

Whether its combating greenwash or educating consumers as well as themselves, it is clear that every part of the OP industry has to play a hand in the efficient marketing of green products and never more so has the importance of truly knowing your product been more relevant. GT

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Sustainability needs you The Sustainable Office project is an ambitious roadmap that aims to standardise environmental accreditation across the European, and in the future global, office products industry. One of the project’s initiators details its potential

very manufacturer that produces a ‘green’ product wants to demonstrate its credentials to the end-user.

Whether it is made from recycled material, can be recycled or is produced using carefully chosen materials that do not damage the environment, this has to be communicated in some way.

This need is based on market developments and legislative requirements.

However, the current landscape provides no clear guidance to help customers and end-users to buy ‘green’ office products. The most important element of standards is the transparency they can provide about the full product lifecycle and across the supply chain, supported by all stakeholders, but this is not currently possible.

In response to this lack of guidance, the Sustainable Office project was launched in 2010 and is already making headway.

E

by Marcel Jacobs

The situation today When using Google to search for ‘eco-labels’ more than three million webpages are revealed that all try to explain one or more eco-labels.

When digging into the details of each page, which isn’t something that an average customer will do, approximately 150 eco-labels are uncovered that can be applied to office products.

Across Europe a wide range of labels represents regional thirdparty independent verified labels, such as FSC, PEFC and Blue Angel, and local labels, such as NF environment or Milieukeur, all the way through to specific manufacturer or reseller ‘green’ product identifiers. Each individual identifier addresses various elements of the environmental or sustainable impact of a product’s lifecycle. As such this means that comparing apples with apples is impossible unless decision makers or buyers ask for additional information that goes beyond the average definition of eco-labels.

Resellers and manufacturers have implemented different approaches when addressing ‘green’ product credentials. These vary from independent third-party verification to apply for an eco-label or international standards (such as ISO 14021, ISO 14024 or ISO 14025). Another technique is to create self-declarations without any trace of validation. This often results in ‘greenwashing’, which means an environmental product claim is unsubstantiated, misleading or irrelevant (for example used as a distraction). A good example is the claim ‘environmental friendly,’ which doesn’t add anything if not properly explained why, and compared to what.

Since 2004 the European Commission has been promoting the benefits of green public procurement (GPP) when, for example, integrating environmental considerations into a tender’s technical

14

Green Thinking 2011

Green Thinking 2011 | Sustainable ofďŹ ce

Below: The founding fathers of the initiative from left to right.

Bert Janssen, Group Hamelin; Wilbert Hofmeester, Quantore; Yvonne Keijzers, Pasklaar Communicatie; Carlos Ortiz-Valero, Esselte; Cees van Manen, OfďŹ ce World; Diane Buggenhout, Lyreco; Taco Zevenbergen, Lejeune; Marcel Jacobs, OfďŹ ce Depot Europe.

Founders Marie-Louise Kruijssen, Staples, and Loek van Rhee, Jalema, are not pictured

speciďŹ cations, selection and award criteria and contract performance clauses. In a few European countries including the UK, Denmark and the Netherlands this has been recognised and has resulted in stakeholder engagement. The development of GPP criteria requires a long-term eort in combination with openness of participants in the dialogue and willingness to drive innovation. Lessons learned include the fact that governmental body attitudes are changing from the directive towards the proactive engagement of stakeholders.

However, end-users are increasingly aected by this lack of clarity. The majority of ‘green’ procurement is a tick-in-thebox process that doesn’t mean the buyer has bought an environmentally preferable product. Also, buyers continuously ask for lower or better pricing which, when combined with the price erosions of oďŹƒce products, doesn’t put emphasis on manufacturers developing green products or resellers selling these. Green procurement goes beyond buying a green product, even when taking into account that there is no single deďŹ nition of a green product. It means that the choice of an end-user does have the potential to reduce the environmental impact of a product that, in almost all cases, is correlated to cost eďŹƒciency and eectiveness over the total product lifecycle.

In the OP industry, more and more manufacturers are oering products, or even a full assortment, that meet ‘green’ criteria.

The demand for more environmental information related to the supply chain and carbon footprint is increasing almost daily.

Until now the industry hasn’t been recognised for the environment protection eorts that are already in place, whether related to the environmental production of paper, for example, or the increase in using recycled material. The question that now arises is, did we miss an opportunity as industry? The answer is partly ‘yes’, because it will take some time to align the OP industry to join forces and really become ‘one for all, all for one’.

The project In short, the Sustainable OďŹƒce project is an industry-wide initiative to develop one common approach to using ‘green’ product ratings in combination with one single identiďŹ er. It aims to raise awareness that the current eco-label landscape doesn’t enable a proper environmental choice.

Next, the project will address the aim to increase transparency and provide guidance

to help consumers make the right choice.

As it is based on proactive stakeholder engagement it will enable stakeholders to participate, such as producers, resellers, distributors, trade associations, governmental bodies, non-governmental organisations and customer associations.

When fully rolled out, the project will not only create a level playing ďŹ eld from an environmental perspective; it will enable true sustainable innovators to be able to dierentiate products in a transparent manner when customers or end-users want to make a ‘green’ procurement decision. As such, it will drive sustainable product and supply chain innovations.

The approach works by means of a phased approach (see box ‘Phased approach’ on page 16). We want to continuously improve the standard while at the same time ensuring that the gap between frontrunners and others is not getting too big. We need to not only close the gap within our own industry but at the same time manage customer perceptions and raise awareness.

The rating of each individual product within the Sustainable OďŹƒce labels scheme depends on the following elements where sustainability is, or will be, addressed: aÚÚ ÂŹÂŁÂťJÂ¨ĂŽĂšĂ“ĂœĂ?JĂœvÂ?ĂŽiڝÂ&#x;˜bĂŽĂšJ¨lĂšJÂŁXÂ˜ĂœÂ˜ÂŹÂ¨Ă“ aÚÚ4üÂ&#x;ĂŽĂšb•JÂ˜Â¨ĂšbJÂťJX˜Â&#x;Â˜ĂœÂ˜vĂ“ aÚÚ.Ă?ÂŹlĂĽbĂœĂšlvĂŤvÂ&#x;£vÂ¨Ăœ aÚÚ"JĂ?žvĂœÂ˜Â¨Â?ĂšÂŁÂ˜Ă­ĂšJ¨lڝĂ?ÂŹlĂĽbĂœĂšÂťĂ?ÂŹÂťÂŹĂ“Â˜ĂœÂ˜ÂŹÂ¨ aÚÚ7ÂŹĂœJÂ&#x;ĂšbÂŹĂ“ĂœĂšÂŹĂ?ÚÍJÂ&#x;ĂĽv—XJĂ“vlĂšĂœÂ•Â˜Â¨ÂžÂ˜Â¨Â?Ă€ The Sustainable OďŹƒce label will ultimately result in a product A to G rating model similar to the ] Energy label. However, the decision was made to cover not only environmental elements, so a framework has been developed that is able to address product + producer + supply chain at once (see diagram on page 16) against the applicable maturity level. We aim to cover key environmental and social aspects in the model.

Successes so far The initiative was ďŹ rst launched in November 2010 and already has some success to report. We have started to work in a small group focusing on ďŹ ling and archiving products, with further categories planned for the future.

So far a number have oďŹƒce products companies have become actively involved: aÚÚ3vĂ“vÂ&#x;Â&#x;vĂ?Ă“hĂš ĂŽĂ?vbÂŹiĂš%Â…bvĂš vÂťÂŹĂœiĂš2ĂĽJÂ¨ĂœÂŹĂ?vĂš and Staples aÚÚ.Ă?ÂŹlĂĽbvĂ?Ă“hĂš Ă“Ă“vÂ&#x;ĂœviĂš Ă?üÚ JÂŁvÂ&#x;Â˜Â¨ĂšJ¨lĂš Jalema aÚÚ7Ă?JlvhĂš%Â…bvĂšBÂŹĂ?Â&#x;lĂšJ¨lĂš%47 # www.opi.net/greenthinking

15

aÚÚ4å»»¬ÐÜhÚ.JÓ JJÐÚ ¬££å¨ bJÜ vÚQÚ Lejeune The initiative is also supported by AgentschapNL, the Dutch Governmental Advisory Body for GPP. The first tangible success has been the launch of the Dutch Sustainable Office product website, sustainable-office.eu. On this website manufacturers and resellers can upload all products that are meeting the current Dutch GPP guidelines based on self-declaration.

The project has gained commitment from the Dutch Programme Director for Sustainable Procurement to support Sustainable Office efforts when deploying it within the national, regional and local governments. In addition we are in an open dialogue with respect to further development of the Sustainable Office label to meet European GPP requirements in the near future and can expect support towards European lobbying.

The future looks green The overall goal of the Sustainable Office project is to develop pan-European Sustainable Office guidelines that are integrated into the European GPP framework and implemented in national legislation by 2015 at the latest.

Awareness of the project is going to be raised via a number of media channels, including magazines, websites and emails, as well as via the joint communication efforts of stakeholders. Social media will be involved in the future, perhaps with themed campaigns on LinkedIn and Facebook supported by YouTube videos. The impact we could have on all stakeholders across Europe is huge.

As mentioned previously, the current focus is the filing and archiving sector.

From the autumn onwards we want to invite paper producers and writing supplies manufacturers to get involved, and other product categories will follow at the beginning of 2012.

16

Green Thinking 2011

Above: Three main elements are converted into the Sustainable Office label

At the moment, sustainable-office.eu has been developed for the Dutch GPP criteria.

This website can be used to communicate the progress of the Sustainable Office label to interested stakeholders. There could be a similar need in other European countries that would allow us to adapt the website to meet other local requirements. Various stakeholders are already following this initiative even outside Europe.

Other interested stakeholders may not yet have been invited to take part in the project because we had to develop a basic framework preferably in a small working group. This does not mean that input will be neglected or that other product categories aren’t going to be covered. Proactive stakeholders will soon be invited to register on the website to become part of the ongoing stakeholder dialogue.

We need active support from various roles in order to help us to develop this Sustainable Office and demonstrate that the office products industry is sustainable and innovative.

In the near future we’ll require support from different functional resources and contributions to make things happen. When the time comes, we ask you to get involved and help to prove that the office products industry is committed to sustainability. GT

The Sustainable Office project: Phased approach Phase 1: Recognition and simplification This stage is about creating the awareness of stakeholders; in other words, managing a multi-stakeholder approach that first requires alignment within the OP industry before details are communicated to end-users. The focus is on one simplified key message to explain that choosing a product labelled with the Sustainable Office trademark is the first step towards a more sustainable world. In the first step, the trademark will only refer to existing thirdparty independently verified eco-labels.

Phase 2: Integration In this phase we aim to launch a first version of a rating scheme. Almost everybody will recognise the energylabelling scheme, which is already used across Europe in various categories such as electrical household equipment, cars and housing. However, this only highlights energy ratings though in some cases its reach is broader.

The Sustainable Office grading will cover ‘people and planet’. It is of course about the environmental impact of a product and production; think about energy consumption, carbon footprint, recycled content or emissions to air, soil and water. However, we want to take social and ethical aspects into account where possible, especially from a supply chain point of view. Furthermore do we want to start our EU-lobbying somewhere at the end of phase 1 or beginning of phase 2?

Phase 3: Grading The grading model in phase 2 will be driven by simple yes/no questions and answers for producer, product and supply chain. To make sure we are compatible moving forwards and demonstrate continuous improvement the grading model will be further developed. We’ll arrange stakeholder consultations to make sure our grading model addresses the most relevant sustainable impact created by office products.

THE FIRST CLIMATENEUTRAL STAMP The Original Printy 4.0: unbelievably small, amazingly light and made from up to 65 %* post-consumer recycled plastic. This helps to save valuable resources and up to 49 %* CO2. And investment in climate protection projects recommended by the WWF速 compensates for the inevitable CO2 footprint. What more could you ask for!

* ECO-black and ECO-grey.

Lower percentage for other colours. For more information, see www.environment.trodat.net

ECO-FRIENDLY AS STANDARD P ST E-NEUTRAL STAM THE 1 CLIMAT CONFIRMED BY

Advertising feature

THE FIRST CLIMATE-NEUTRAL STAMP Trodat is causing a sensation: The Original Trodat Printy 4.0 is the world's first climate-neutral stamp.

World Wide Fund for Nature (WWF®) CEO in Austria, Dr. Hildegard Aichberger, explains what CO2-savings and climate neutrality involve during a conversation with Markus Würcher, Managing Director at Trodat GmbH. Trodat has been an official cooperation partner of the Austrian WWF® since July 2010.

MW: Dr. Aichberger, what developments do you see in the area of CO2 footprint and CO2 neutrality in the economy?

HA: Climate change represents a unique challenge for businesses. The economic costs of climate change are enormous. CO2-minimising business decisions are therefore important and at the same time a big chance for the first businesses that make use of them.

MW: Where does this focus on the subject of CO2 come from?

HA: At the Climate Change Conference in Copenhagen, it was agreed that global warming must be restricted to 2 degrees Celsius above the level at the beginning of industrialisation. A CO2-free economy must be targeted by 2050 to achieve this goal. We must move away from fossil energy sources.

To do that, businesses must act accordingly, and pioneers in this area are to be especially singled out.

The way to CO2 neutrality is especially important to us. Thus, when dealing with CO2 emissions, this should always mean, first and foremost, avoidance, exhausting options for reduction, and

only then neutralising the unavoidable emissions. Since no production process can take place without energy consumption, residual CO2 emissions are compensated for by climate-relieving measures in the final step.

MW: You address the subject of CO2 neutrality. The accompanying emissions trading is sometimes associated with "ransom" and "sale of indulgences". What is your opinion about that?

HA: The basic idea of compensation – also referred to as offsetting – is to compensate for the emission of a specific quantity of greenhouse gas that cannot be avoided, with climate protection measures at another location. And here the emphasis lies on "cannot be avoided". As already mentioned, it is essential that all CO2 avoidance potentials first be fully exhausted, and only then the rest compensated for.

If we think up to 2050, then we must now reorganise our processes step by step to arrive at the goal of a CO2-free economy. Until then, we must exploit every potential. That also means, among other things, that the "northern hemisphere" must support

Dr. Hildegard Aichberger (WWF® Austria) talking to Markus Würcher (Trodat GmbH).

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Green Thinking 2011

the "southern hemisphere" through technology transfers.

MW: Can you name an example?

HA: The industrialised nations implement legal regulations based on their reduction goals. Therefore, for instance, an industrial firm in Europe must invest in a filter system anyway due to the law and cannot claim any money from the CO2 certificate trade.

Therefore, the WWF® only supports socalled "Gold Standard projects" in the "southern hemisphere". These must adhere to strict conditions, and ensure that climate protection is the first priority. At the same time, only projects that would not otherwise be realised are promoted.

MW: Trodat has occupied itself with the subject of the environment for many years. We have been seeing strong demand for "green products" for about three years, especially in the retail market. As with the subject of "organic", it has become difficult for consumers to find their way in the thicket of eco-labelling, recycled contents, and green-coloured products. Is our decision to minimise CO2 emissions the right one for our line of business?

HA: Yes, quite clearly. There is a broad consensus concerning the subject of climate and CO2. Naturally biodiversity and resource use are also important, and should not be forgotten. But it always comes back to the core business.

Since material usage and energy consumption are important elements at Trodat, the CO2 approach selected is certainly the right one.

MW: We go the way of CO2 reduction and climate-neutrality with complete conviction. We offer "eco-friendly as standard" to show our commitment to the environment. You see a lot of "green-

Green Thinking 2011 | Trodat

Green light from WWF® for new stamp generation.

washing" on the market. For instance, products are simply coloured green, or only peripheral product lines are offered as green products. We have made a commitment: our main business must really be green. The Original Trodat Printy 4.0 is incredibly small, amazingly light, and made of up to 65%* recycled plastic. This helps to save valuable resources and minimise its CO2 footprint. Unavoidable CO2 emissions are compensated for through Gold Standard climate protection projects.

What is your opinion about that?

standards in that it first reduces, and only compensates for the unavoidable CO2 footprint in the very last step. And it does it in a responsible way in that it invests exclusively in Gold Standard projects recommended by the WWF®.

You see that Trodat is honestly interested in promoting sustainable development. That is to say, the financial outlay for Gold Standard is higher than with investments in other projects. The willingness to bear this additional burden confirms that Trodat is acting from conviction.

HA: There is "climate protection" hype in the market, and everyone wants to jump on this train. At Trodat, you see how corporate social responsibility works: Trodat leaves no stone unturned and relates its activities to the common value creation chain.

Thus, Trodat really does set new

MW: Trodat has now brought the first climate-neutral stamp to market. The consistent construction and material usage result in a CO2 saving of up to 49%*. How do you view a CO2 saving of this scale?

HA: Trodat really seems to have succeeded with a great technical

TRODAT’S CLIMATE-NEUTRAL APPROACH

performance here. This development meets the WWF® policy in regard to raw material use and emissions: first avoid, then reduce, and only compensate in the last step. And the enormous CO2 saving relative to predecessor products is a result deserving a lot of respect. Most of all, Trodat has not relied on just one of its own product lines here, but has instituted climate neutrality for its flagship product. I see that the CO2 footprint analysis was conducted by Climate Partner. It is very positive that Trodat has drawn on a third, independent partner for that.

MW: We are very excited to see how the stamp industry reacts.

HA: It would be desirable if the industry would pull its weight here. Climate protection concerns us all. All businesses are asked to make their contribution to achieving the goal of a CO2-free economy.

MW: Dr. Aichberger, I thank you very much for the conversation.

ECO-FRIENDLY AS STANDARD

1. Significant CO2 reduction by upgrading to the Original Printy 4.0.

0%

2. Compensation of unavoidable CO2 footprint by investing in climate protections projects recommended by WWF®.

P ST E-NEUTRAL STAM THE 1 CLIMAT CONFIRMED BY

Printy 4.0

50%

Current Printy model

CO2 footprint

-49%*

CO2 = 0

*ECO-black and ECO-grey. Lower percentage for other colours. Visit www.environment.trodat.net to find out more.

www.opi.net/greenthinking

19

Work friendly.

New Post-it® Greener Notes look and stick just like regular Post-it® Notes. The difference?

No new trees were used to create them and the plant material used to make the adhesive was replenished after harvesting. They’re just one example of how 3M continues to innovate and grow to meet the demands of today’s eco-friendly consumers.

Post-it.com/Sustainability 3M, Post-it and the color Canary Yellow are trademarks of 3M. © 3M 2010

Green Thinking 2011 | E-waste

Waste proposal

t wasn’t long ago that electronic waste management (EWM) was seen as an onerous area that merely added another layer of bureaucracy to companies already quaking under the weight of government legislation. However, over time this area has presented another way of extolling companies’ green credentials and adding a layer to their CSR. Take-back and recycling processes are now becoming increasingly important as the global population continues to spiral upwards.

The world’s population is projected to grow by more than two billion over the next few decades. This rapid population growth is being accompanied by significant economic expansion and an increase in the global standard of living, with more than 70 million people around the globe set to join the middle class each year. The convergence of these and other powerful forces is expected to drive up demand for energy by almost 50% by 2035. It will put intensifying pressure on other vital resources, such as water and raw materials that have far-reaching implications for the environment.

Getting involved with EWM will bring obvious CSR benefits. But it also provides OP resellers with additional points of customer contact while offering promotional activities and helping develop innovative closed-loop solutions up and down the supply chain.

Derek Bamford from UK dealer group Nemo says: “Rapid changes in technology, combined with planned obsolescence, mean that before long OP resellers will find many products that we sell are e-waste and our involvement with it is set to increase. If we are presumably hoping to profit from the initial sale of the products, it seems fair that we should be involved in the subsequent e-waste.

We have provided services for used toner cartridges, for instance, for many years and, as most of us want to take actions that help the environment as a matter of conscience, EWM can provide the focus for numerous sales opportunities. Resellers can also create a number of USPs on this theme.”

Nasser Kahill, Group QSE Director for Lyreco, adds: “Offering a take-back programme for consumers and business customers is a strategic value-added service. Indeed, it creates walk-in traffic and repeat business, and protects consumers and businesses from possible costly fines associated with harmful landfill disposal.

“Moreover, data wiping and media cleansing services can be proposed by the resellers of computer and memory devices to protect the privacy and confidentiality of customer information.”

I

Electronic waste management is becoming a must for any OP company looking to present a comprehensive green offering

by Bruce Ackland

Conservation

Above: HP’s recycling programme for ink cartridges is proving effective

Companies such as HP are also showing that these programmes can offer an environmental double whammy by conserving resources and reducing waste.

HP explains: “Companies should be involved in EWM because it pays off. For example, HP’s closed loop ink cartridge recycling process – the first of its kind – conserves resources and reduces waste. The process combines recycled HP ink cartridge material with other material, such as recycled water bottles, to create new original HP ink cartridges. In 2010, one billion HP ink cartridges containing post-consumer recycled plastic were produced, 800 million of which were manufactured with recycled plastic from the HP closed loop process.” www.opi.net/greenthinking

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“We all need to play a role in increasing the volumes of e-waste that are turned in for recycling, for which communication is key” E-exports Exporting e-waste to developing countries gathered pace in the 1990s. After governments in the EU, Japan and some US states began e-waste recycling systems, some countries without the ability to handle the quantity or hazardous nature of e-waste began exporting to countries where laws protecting workers were either not enforced or not stringent enough. It is also cheaper to recycle waste in developing countries.

Demand in Asia for electronic waste also began to grow when scrap yards found they could extract valuable substances such as copper, iron, silicon, nickel and gold during the recycling process.

Greenpeace says inspections of 18 European seaports in 2005 found as much as 47% of waste destined for export, including e-waste, was illegal.

In the UK alone, at least 23,000 tonnes of undeclared e-waste was illegally shipped in 2003 to the Far East, India, Africa and China.

In the US, Greenpeace also estimates that 5080% of waste collected for recycling is exported this way. This is legal because the US has not ratified the Basel Convention, which aims to prevent the movement of hazardous waste from developed to less developed nations.

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Green Thinking 2011

At Clover Technologies, EWM has grown from collecting empty ink and toner cores to support its manufacturing operation to now include small electronics. Clover’s Eric Martin says: “EWM has come a long way, both from a customer perspective and from a collections perspective. At Clover, the management of electronic waste has become an increasingly important part of our business model. The e-waste industry is growing, and we will continue to pursue it as an engine for growth at Clover.”

Clover’s own closed-loop environmental can also help to send out a powerful message to the market.

Martin adds: “Clover’s closed-loop environmental process produces a great deal of economic as well as environmental benefit. According to the US Environmental Protection Agency (EPA), reuse is a superior choice to recycling. Respecting the EPA’s waste hierarchy, all empty cores collected are assessed for reusability before being subjected to recycling. Those identified as good quality are reused, which adds economic value to reused cores.

Participating in that type of closed-loop process is a great way to advance CSR initiatives while creating a powerful, and truthful, marketing message.”

There’s no question that e-waste is growing fast, but there is a feeling that resellers still think of this as referring to essentially monitors and printers and not the myriad of products that are now included. Indeed, it appears that many small- to medium-sized dealers have tried to avoid getting involved so far.

Steve Harrop from UK dealer group Office Friendly says: “I believe that the fundamental issue for small businesses is the opportunity to develop a profitable revenue stream and a service-driven problem-solving answer for their customers.

If, for example, [EWM] becomes part of a sales-driven replacement of product solution and the disposal chain is correctly managed then the investment is obvious.

“However, it does require some attention to detail and a clear coordinated chain of responsible disposal. After all, the true waste will end up either recycled, reused or safely destroyed.”

When it comes to recycling, US dealer Rosa’s Office is leading the way for dealers by working with local green groups. The dealer has commissioned a team of internal staff to work with its local environmental group and will open its warehouse on Saturdays to be a recycling drop-off station for electronics, shredding and cartridges.

Rosa’s John Hauptstueck explains: “Funds obtained from the recycling will be funnelled back to the environment group for marketing and green initiatives. Once completed, our website will educate our clients of the tonnage and environmental impact that were obtained.”

In addition, Rosa’s is crafting educational classes that will be held at its facilities.

Staples Europe says that OP resellers should, and do, play a key role in helping consumers discard used electronic equipment environmentally. Involvement from resellers is becoming ever more important as governments push for more e-waste to be collected and processed.

Desmond Devine, CSR Manager (Product) for Staples Europe, adds: “Resellers are an important link in the product chain given our connection with consumers who are increasingly using electronic devices. In the future, more and more used technology products will need to be disposed of in a way that’s good for the environment. We all need to play a role in increasing the volumes of e-waste that are turned in for recycling, for which communication is key. At Staples, our environmental commitment strives to make it easy for customers, associates and the communities we serve to help protect the environment.”

Green Thinking 2011 | E-waste

Education In Australia, OP companies are recognising the need to educate dealers and customers in how to identify and reduce the ways they impact the environment. Customers are demanding options as the move towards stricter environmental policies within Australian businesses gathers momentum, especially with the new Carbon Tax proposed for Australia in 2012.

Australia’s Office Brands has a raft of green policies that affect both upstream and downstream processes; significant among these is its partnership with Dynamic Supplies for print cartridge collection.

Office Brands’ Jodi Gill says: “We promote the programme to our licensees and customers through our catalogues, website and e-marketing collateral. The Eccosave cartridge collection programme is a notfor-profit venture established to reduce the environmental impact of the disposal of empty cartridges to landfill. An Eccosave cardboard bin is provided at no cost for the collection of all cartridges and the programme allows our members to provide a free service to their customers to ensure we play our part in reducing waste.”

Of course, undertaking an EWM strategy, making it viable for your business, ensuring you adhere to legislation and all the while trying to capitalise on any added value is no

Green4Good Year after year, major corporations around the globe are updating their technology resources and disposing of massive amounts of computer hardware that no longer serve their business needs. Green4Good is a creative option for corporate Canada to safely and responsibly dispose of its unwanted technology, while creating funding for worthy charities.

We spoke to Green4Good Director Robin Stroud.

OPI: Can you tell me about the Green4Good programme and your involvement in it?

Robin Stroud: The Green4Good programme offers enterprises an effective way to solve end-of-life IT asset disposition challenges, while donating cash and/or new technology to charity. Our goal is to be the best and greenest solution for computer reuse and recycling.

As Director, I help organisations mitigate risk by providing a methodology to securely and responsibly dispose of technology assets that no longer have value for them, and help turn those aged assets into funding and brand new technology for charities. By strategically aligning yourself with the Green4Good campaign, you will generate goodwill for your brand, help the environment and benefit charitable organisations in your community.

OPI: Why should OP companies be involved in EWM? RS: More than ever before, there is a lot of pressure from various stakeholders – be it employees, shareholders, or even customers – to incorporate CSR into their

Left: The amount of e-waste generated is increasing all over the world

business models. There is an obvious moral and ethical obligation to provide these services, but we are now able to point to a tangible, financial benefit to doing so. Studies such as Edelman’s ‘Good Purpose’ report state that consumers are making decisions at the shelf level based on what they know about a company’s commitment to social responsibility.

OPI: How important a part of a reseller’s overall environmental strategy should it be?

RS: As technology solutions providers, resellers should have the ability to offer an end-of-life solution for partners that will minimise their risk, minimise their impact on the environment and be cost-effective. There is an aftermarket for used technology in North America that is thriving, which means to truly minimise our environmental impact, we need to extend the useful life of technology assets wherever possible.

Green4Good has been able to successfully extend the life of 92% of our partner’s assets, ensuring nothing goes to landfill and nothing is sent overseas.

easy task. There are numerous difficulties and pitfalls here such as understanding the chain of custody sequence, finding the appropriate partners to help you run a successful and effective programme and, for global companies, the need to negotiate differing legislation in different countries.

It requires a significant investment of time, money and resources to be able to put an efficient system in place for the refurbishment of technology assets.

From the secure pick-up and delivery of decommissioned technology from partner sites, to the segregation of assets at the processing facility, to the data-sanitisation and asset-tag removal process, through to the ultimate destruction of an asset, it is critical that sufficient measures are taken to ensure that risk has been eliminated where possible.

This might sound foreboding to some but the benefits are wide-ranging and EWM has become an essential part of many OP companies serious about being green. GT www.opi.net/greenthinking

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or the CSR category at the European Office Products Awards (EOPA) 2011, the judges were looking for a company that, among other things, is green to its roots, that takes sustainable development seriously and that is promoting a fairer future for everyone.

Up stepped Schneider, a writing instruments manufacturer that is green to the core.

To find out what makes the company’s green efforts such a success, OPI Green Thinking caught up with Christian Schneider and Frank Gross, two of Schneider’s CEOs.

F

Green and proud OPI Green Thinking talks to Schneider, the winner of the CSR Award at the European Office Products Awards 2011, about the green way forward

OPI: Why exactly do you think Schneider won the CSR Award at EOPA 2011?

Christian Schneider: The judges clearly distinguished between ‘greenwashing’ and so called ‘green’ products and our holistic ecological and social attitude to our business. Not only do we have a green production line, but we run the whole company under the strict rules of the Eco-Management and Audit Scheme (EMAS).

EMAS is the world’s most stringent environmental management system and requires regulations that are much stricter than ISO 14001. The target is a continuous improvement process of the ecological performances taking into account direct and indirect environmental impacts.

Due to this, we were not concerned about CSR when the market started demanding it; we started decades ago. In 1998, Schneider was certified by EMAS and has repeatedly set new environmental goals and achieved them. We are currently undergoing an environmental audit carried out by independent auditors for the validation that will last for the next three years. Schneider was the first and is still the only manufacturer in the writing instruments field that has been validated by EMAS. This and the perception of social responsibility, including fair working conditions, the creation of training opportunities and the absence of outsourcing production to low wage countries, are good reasons why Schneider was honoured as an exemplary company with the EOPA’s CSR prize.

by Felicity Francis

OPI: Why is protecting the environment so important to Schneider?

Frank Gross: The environment is very firmly anchored in the philosophy of the Schneider family. The production sites are located in areas of outstanding natural beauty in the Black Forest and the Harz Mountains, and we intend to work in harmony with nature and protect our own environment.

As a company we are also aware of our responsibility for society as a whole, and for future generations. Therefore, we always have the public wellbeing in mind for all our own activities. Respect for people always includes a respect for nature. Therefore, we keep the consumption of resources as low as possible.

OPI: Do you think it’s important for the OP industry as a whole to develop environmentally friendly products?

24

Green Thinking 2011

Below: Schneider’s headquarters and factory in Tennenbronn, with visible photovoltaic installations

Green Thinking 2011 | Schneider

CS: Basically, all companies need to respect the environment and to commit to producing environmentally friendly products. What is important, however, is to consider the total environmental performance of a product.

Today, unfortunately, environmental awareness is far too much influenced by the marketing of individual products. There must be a change of thinking. The principle of environmental protection plays an integral role in production, transportation and marketing. This is much more important than saying that a product was made from a ‘green’ material.

OPI: Is it true that Schneider’s CEO Roland Schneider drives a Smart car? If so, does this inspire other employees to have a ‘green’ lifestyle?

FG: Yes it’s true. More recently, though, he cycles to work on an e-bike. We have also organised a company shuttle bus that brings employees to work free of charge and back home in the evening. Following this good example many of our employees cycle to work or share a car.

OPI: How else do you ensure that all Schneider employees are behind the

Profile Schneider was originally founded in 1938 as a manufacturer of screws and turned parts.

However, the end of the Second World War in 1945 brought the news from America that ink was being transferred to paper via a small rolling ball instead of a nib.

Co-founder Christian Schneider was inspired by this new technology and manufacturing screws was no more.

Today, Schneider employs about 500 employees to create its range of 200 or so pens, based in three locations in Germany.

company’s environmental policies?

FG: The management team has to set a good example. The company’s goals are presented in our in-house magazine, such as the conversion of our car fleet to more environmentally friendly models or the progress of the project to expand our photovoltaic system. There are also measures that have a direct impact on the workplace to make it more pleasant.

OPI: How do you communicate your environmental policies to customers and providers?

CS: Our main publication is the EMAS Environmental Declaration. It openly informs customers about our work and seeks an active dialogue with the public.

All of our environmental goals and achievements are examined and released by an independent and nationally-certified auditor. We provide hard copies to our distributors, dealers, customers and suppliers. Our salesforce, or the salesforce of our distribution partners, use it in their direct discussions with customers. The declaration is also available in electronic form for download from our website.

For communication, we have created a green graphic design for use on packaging, displays, decorations, advertisements, brochures and so forth. It can also be made available for dealer catalogues.

OPI: Looking at your products, do you take the environment into account when sourcing materials and services?

FG: We require our suppliers to comply with all legal and ethical guidelines for environmental protection, social action and product safety. In every single purchase call we discuss options surrounding ecological improvement. Many service providers and suppliers present new materials, methods and approaches to us that we consider.

OPI: How do you ensure that production sites are as green as possible?

CS: Our environmental management manual describes the responsibilities and processspecific instructions to help us to realise our environmental goals. Our Environmental Management Officer is responsible for the collection and evaluation of all environmental data and reports to senior management. More skilled workers monitor waste, wastewater, hazardous goods and industrial safety.

Employing responsible staff ensures the implementation of our environmental goals. www.opi.net/greenthinking

25

New and more environmentally friendly materials are to be used as well.

OPI: Do you think any company could generate its own energy?

CS: Any company can do it, but it always depends on the financial situation, and on the will of the company to invest money in such measures.

For example, our new factory in Wernigerode uses the waste heat from the plastic injection moulding and assembly machines so no longer needs another heating system.

In addition, the injection moulding machines need less cooling, which means more saving of valuable energy. Our purchased energy is 100% hydro-generated.

We rely on energy-saving equipment such as the fully electric injection moulding machines, which consume less energy compared to hydraulic machines.

New goals have been set in the EMAS certification that must be implemented over the next three years. In the future, we want to install further cogeneration plants at the sites and expand our photovoltaic systems.

26

Green Thinking 2011

Above: Schneider’s photovoltaic installation on the factory roof allows the company to generate its own energy

Below from left to right: Schneider CEOs Frank Gross, Roland Schneider and Roland’s son Christian Schneider

OPI: What measures are you taking to reduce waste?

FG: We reuse waste during manufacturing, which is very effective. Used operating supply items such as oil are reprocessed to be used for a longer time. Metal items from the tip production are returned to metal companies for remanufacturing. Packaging is optimised to the necessary size to reduce the transport volume and waste. Despite significant growth in turnover, we generated and disposed of 15% less waste last year.

OPI: Looking further ahead, how are you going to continue to improve your environmental credentials?

FG: We closely monitor new developments in environmental techniques and check whether they apply to us. For example, we are looking to reduce business travel through video conferencing. In the selection of renewable alternatives to oil-based materials, we make sure that they are grown in an environmentally friendly way.

OPI: Thank you for your time. GT

Advertising feature

Just keeps on growing

n an article in April’s issue of OPI, Matthias Schumacher, Director, International Sales and Key Account Management at tesa, said: “Since its first roll of adhesive tape came onto the market, tesa products have been a part of everyday life – both in offices and households.” tesa was established 75 years ago this year, and a lot has happened in this time. Since 1936 it is estimated that 50 billion metres of tesa adhesive tape have been sold – enough to wrap around the equator 1,250 times.

But a lot has changed in that time, including the development of tesa’s ranges to extend into other categories. One of the manufacturer’s main focuses for some time has been the environment, and this is only going to increase. And the launch of new additions to its ecoLogo range is expected to further establish the brand as the environmental choice.

I

tesa’s ecoLogo range of products has been flying off the shelves, and now has new additions.

OPI Green Thinking speaks to Matthias Schumacher to find out more

The range All products that bear the tesa ecoLogo label consist primarily of recycled or biologically-based raw materials, are solvent-free and are packaged in materials with as much renewable or recycled content as possible. It is a logical step for the company. By introducing the ecoLogo, tesa is taking the next step in its longstanding commitment to the environment, putting that philosophy into practice at the product level.

The company has long since established its environmental focus.

Careful stewardship of raw materials, energy conservation, recycling and waste reduction are among the company’s areas of focus, alongside patented manufacturing methods developed in-house to eliminate solvents from production operations.

“Our vision is to continuously contribute to sustainability issues at tesa by setting ourselves ambitious goals, such as waste and energy reduction,” says Schumacher. “As part of this we consequently look at our tesa assortment to identify further potential for environmentally friendly products.”

For some time the ecoLogo range has included the tesa glue sticks, Stick and Easy Stick – which are made from 81% recycled plastic – and tesapack Paper, a packaging tape produced from 60% renewable materials. The new additions are the tesa Easy Cut Desk Dispenser and the tesa Correction Roller, which further complete the stationery assortment.

Matthias The tesa Correction Roller Schumacher benefits from the same environmental advantages as tesa’s glue rollers. In the future, its casing will also consist of 100% recycled plastic, and its packaging of 80% recycled material. Similarly, the Easy Cut Desk Dispenser, one of tesa’s classics, is made from 100% recycled plastic.

Schumacher says: “The range so far has been very well

28

Green Thinking 2011

Below, clockwise from left to right: The green tesafilm Easy Cut Desk Dispenser with tesa ecoLogo film products; two versions of tesa glue sticks; the tesa Easy Cut Economy Desk Dispenser, now with recycled plastic; the tesapack eco & strong PP sealing tapes with high UV and aging resistance; the range of refillable and disposable Glue and Correction Rollers

Green Thinking 2011 | tesa

accepted. We have achieved many additional listings and have gained attention in markets where tesa is not that prominently displayed.

“Although we are successfully present in the whole of Europe, our home market of Germany is one of the most important areas.

Besides Germany, the Benelux region, France and the UK are all successful, and there is a high acceptance of eco-products in the Nordic region. South and Eastern Europe are less of a focus for tesa at the moment.”

To ensure that the ecoLogo range in particular is constantly improved and developed, tesa has a strong focus on research and development. “Our R&D team is constantly working hard to ensure the high quality that is expected of tesa products is maintained,” says Schumacher. “We believe that eco-friendliness and good quality performance can both be achieved and we invest considerable resources to ensure our products meet this standard every day. “ It is standard practice at tesa to work closely with suppliers to develop what it classes as unique products such as tesafilm eco and clear, and tesapack eco and strong.

“To meet the same high-quality standards for our ecoLogo products as for our other products has always been one of the range’s key strategic pillars,” says Schumacher.

Branching out

Above from top: the tesa ecoLogo non-permanent Glue Roller; the tesa Easy Cut Economy Desk Dispenser

“We think that to pay attention to sustainability is not just a topic for office products but for everyday life,” says Schumacher.

“From our experience, consumers are placing more and more importance on having a healthy, sustainable life and this includes their work environment. We would like to contribute to that effort in all the product fields that we are present in, including office supplies.”

Carrying forward this ethos, tesa recently decided to build from the success of its ecoLogo range for office supplies and to spread its wings into the do-it-yourself (DIY) sector. Schumacher explains how this development came about.

“The stationery sector was one of the first of our sectors to demand environmentally friendly products from suppliers. By working closely together with our trade partners we took this concern seriously and started to develop more environmentally friendly products – our standard tesa products already fulfilled high standards such as being mostly solvent free.

“Taking concerns for the environment seriously should not be limited to a specific product group or segment, so applying the ecoLogo concept to our DIY tapes was just a logical next step.

“We also want to extend these high ecological requirements to other product categories and sensitise customers to even more eco-friendly products.”

Of course, creating an environmentally friendly product range can only be a success if the products’ green credentials and benefits are clearly communicated to all stakeholders.

As Schumacher says, tesa wants to help all consumers to lead a sustainable lifestyle and has a marketing plan to communicate how ecoLogo products can contribute to this.

“As always, we have supported this launch by creating a lot of new communication methods such as trade and consumer adverts, brochures and special product presentation boxes,” he says. “We also inform the end-user by using icons on all the products to communicate their ecological advantages.”

There is no doubt that tesa still has more to add to its ranges in the future, and will continue to be one of the forerunners of green product manufacturing. The company is continuously working on the enlargement of the ecoLogo range, so watch this space for even more additions soon. GT www.opi.net/greenthinking

29

Hands-on approach

ather than promoting gimmicky ‘green’ product innovations or paying scant lip service to overall discussions on environmental protection with one-off initiatives, Kaut-Bullinger wholeheartedly lives sustainability.

The company has been complying with ISO 14001 since 2000, and has comprehensive environmental systems in place. Spearheaded by Cornelia Schambeck, who heads environmental and quality issues, its policies touch upon practically all aspects of the organisation. From advising customers on eco-friendly product ranges and using 100% green electricity (water power) in all its premises to using the German Mail’s carbonneutral postal service, the company’s internal and external environmental systems are wide-ranging and comprehensive.

A year ago, Kaut-Bullinger set out on a rather different path, however, that caught OPI’s eye for its local and hands-on approach. We spoke to Johannes Peter Martin, Managing Director of Kaut-Bullinger, who, together with Schambeck, initiated the project that engendered a somewhat unexpected dedication to environmental care among its workforce.

R

More than just a well-used tagline, sustainability has been a key focus for Germany’s Kaut-Bullinger for over a decade. More recently, it has chosen a very local project to show its environmental commitments

by Heike Dieckmann

Above: Cornelia Schambeck and Johannes Peter Martin

OPI: Please tell me about the environmental initiative that you’re currently involved in.

Johannes Peter Martin: As a business, we wanted to take real responsibility for the environment and make an active contribution to the reduction of CO2 emissions. In November 2009, we got in touch with the ‘Bund Naturschutz in Bayern’ (Association for the Protection of Nature in Bavaria) with the intention of re-naturalising a local moor. On average, moors absorb 700 tonnes of carbon per hectare, considerably more than the typical forest ecosystems commonly known as carbon sinks.

It wasn’t easy to persuade the association that we were serious about being involved – financially and with hands-on help – as this kind of cooperation was a completely new concept for them.

However, in October 2010 Kaut-Bullinger began its involvement in the re-naturalisation of the Deininger Moor, a 17-hectare biotope and one of the most important moorlands in the Munich area.

OPI: Why did you decide to support a very local project rather than go for a nationwide initiative?

JPM: We are a Munich-based family business with a head office in Taufkirchen, near Munich. We wanted to get as many employees involved as possible, which is why we chose something local. The Deininger Moor is just a few kilometres away from our head office.

Drainage channels put in place over 100 years ago heavily damaged the site, but it was still in a good enough condition to be restored. Moors play an important role in the whole climate change debate through their water retention, protection of biodiversity and so on, and we are proud that we can contribute a little through this initiative.

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Green Thinking 2011

Green Thinking 2011 | Kaut-Bullinger

OPI: What’s the project’s timescale and how long will you be involved?

JPM: It’s estimated to last between five and ten years, depending on how quickly we make progress and when the native moorland flora and fauna will have recovered. KautBullinger is committed to supporting this project to the end. All the measures that are being taken will only be finished when the moor’s ecosystem is in balance again and can be left to its own devices.

OPI: You mention your staff being part of the project. How does that work?

JPM: Let me just say that Kaut-Bullinger is the only commercial enterprise participating in the project. The Bund Naturschutz has no interest in commercial or financial gain, so until recently it has only worked on similar projects with volunteers.

Kaut-Bullinger offers financial support, but staff volunteer during activity, or work, days about three times a year. Our first day was last November and all the KautBullinger volunteers helping on the day were management staff. That makes perfect sense to me – you can only inspire enthusiasm for active environmental protection in others when you’ve experienced it first hand.

Subsequent activities involved staff from all departments. There was a lot of space clearing to be done and we had to move entire tree trunks out of the moor. This type of work can only be done when you work together properly. As an immensely positive side effect for Kaut-Bullinger, we’ve seen a lot of team building going on across different staff structures and departments.

OPI: There are plenty of ‘green initiatives’ being promoted these days by our sector. How do you think this project and Kaut-Bullinger’s involvement differ from those?

JPM: I think what distinguishes this project is the moor’s physical proximity and the connection with the environment that everyone who has helped has gained. And you can really see the progress that’s being made – it’s incredible how quickly our work is beginning to help restore this moor. With the closure of the drainage channels, the moorland has become completely rewetted, for example. Rare animal and plant species have the space to grow and thrive again.

Getting involved in such a positive development makes you feel you are really making an active contribution. In contrast, while companies’ financial donations towards re-forestation activities are laudable, they

do little to inspire long-term environmental consciousness in the individual.

OPI: Do you think the way the industry works at the moment can go hand in hand with real sustainability?

JPM: Sustainability is now a big topic for our sector. There are many well-made, functional and design-conscious products out there and manufacturers have put much work into making them more sustainable over the last few years. The ideal situation for resellers is, of course, when a non-sustainable product can be completely replaced. Price and quality are also no longer real issues since sustainable products are competitive now.

It’s the areas of packaging and logistics that remain problematic. The proportion of plastics in packaging remains high, for example. The situation is particularly difficult when we are inundated with new packaging solutions such as polyurethane foam in polyethylene bags. It creates residual waste and cannot be recycled. GT

Green labelling Businesses, says Kaut-Bullinger, have to act as ecological ‘gatekeepers’. One way to achieve that is with clear and concise product labels. Kaut-Bullinger uses a number of well-known environmental labels, such as Blue Angel and the Swan label, as well as FSC and PEFC certification.

In addition, it has devised its own ‘Eco-Tip’ label, intended to make choosing ecologically sound products easier for customers. Eco-Tip products are available in all of Kaut-Bullinger’s product ranges, except for appliances, machines, inks and toner.

After the careful assessment of raw materials, production process and transportation issues, products are labelled following compliance with the following criteria: s List of product components/materials s Avoidance of problematic substances s Use of recyclable or recycled materials s Where possible, use only one material to guarantee sensible recycling s The manufacture, where possible, of long-term, low-maintenance, refillable and serviceable products s Technical appliances should be upgradeable and serviceable s Timeless design s Minimal transportation distances s Avoidance of polystyrene in packing materials Kaut-Bullinger also stresses the importance of good supplier corporation.

The more details suppliers provide, the better the information that can be passed on to customers.

About 30% of Kaut-Bullinger’s products carry the label. They can be identified in the catalogue as well as in the online shop site by using the environmental filter.

www.opi.net/greenthinking

31

A sustained commitment With the green agenda an integral part of companies’ CSR nowadays, Saqib Shah looks at a number of dealer groups and dealers that are implementing their own environmental initiatives

Environmental initiatives aÚÚ3vÂťÂ&#x;JbvlډüĂ?vĂ“bvÂ¨ĂœĂšXJÂ&#x;Â&#x;JĂ“ĂœĂ“ĂšĂŹÂ˜ĂœÂ•Ăš more energy-eďŹƒcient versions and lower consumption lamps aÚÚ3vÂťÂ&#x;JbvlÚ£vĂ?bĂĽĂ?ÎÚÍJüĂ?ĂšÂ&#x;˜Â?Â•ĂœÂ˜Â¨Â?Ăš in the warehouse to halogen ďŹ xtures, increasing output and cutting energy consumption by a third aÚÚ3vÂťÂ&#x;Jb˜¨Â?ĂšĂœĂ?ĂĽbÂžĂ“ĂšĂŹÂ˜ĂœÂ•ĂšÂŁÂŹĂ?vĂšvÂ…b˜vÂ¨ĂœĂš models to lower carbon footprint and maximise box space aÚÚ Ă“ĂœJXÂ&#x;Â˜Ă“Â•ĂšJĂšĂ?vbĂŽbÂ&#x;˜¨Â?ÚÓb•vÂŁvĂšÂƒÂŹĂ?ĂšJÂ&#x;Â&#x;Ăš packaging and boxes in partnership with a local charity that uses the proceeds for its operating expenses aÚÚ3vbĂŽbÂ&#x;˜¨Â?ĂšXÂŹĂœĂœÂ&#x;vĂ“iĂšbJ¨ÓÚJ¨lڝJÂťvĂ?ĂšÂ˜Â¨Ăš the oďŹƒce lunchroom aÚÚ Â¨Ă“ĂœJÂ&#x;Â&#x;vlڇÂ&#x;ĂœvĂ?vlÚÏJĂœvĂ?ĂšÂťÂ˜Ăœb•vĂ?Ă“ĂšÂ˜Â¨Ăš oďŹƒce lunchroom area to reduce the number of water bottles used aÚÚ vĂœJĂšĂœvĂ“ĂœÂ˜Â¨Â?ĂšÂŹÂƒĂšĂ?vĂĽĂ“JXÂ&#x;vĂšĂ“Â•Â˜ÂťÂťÂ˜Â¨Â?Ăš crates for stacking and eďŹƒciency with the intention of encouraging 15% of customers to do so by mid-2012 aÚÚ ¨ÍvĂ?ĂœvlĂšĂŒÂ•ÂŹĂĽĂ“vĂ?ڝJÂťvĂ?ĂšĂœÂŹĂš JĂ?ĂœÂ•Ăš

Â•ÂŹÂ˜bvĂš 4 —bvĂ?ĂœÂ˜Â‡vlڝJÂťvĂ? aÚÚ ˜Ă?vlĂšĂœÂ•Ă?vvĂš ĂšJbbĂ?vlÂ˜ĂœvlĂš professionals in the furniture division to help customers with their certiďŹ cation needs to further their eorts

32

Green Thinking 2011

Local leader Dealer: S&T OfďŹ ce Location: Saint Paul (MN), USA Founded in 1971, S&T OďŹƒce Products now has 110 employees in three separate locations. The company’s distribution centre contains 3,000 SKUs, about 80% of the most frequently ordered items. VP of Marketing Vicki Gieer told OPI Green Thinking that the dealer’s environmental eorts are a result of S&T being “incredibly conscious of how we impact our communitiesâ€?.

Eco-commune S&T’s commitment to the environment began as a desire to change its corporate image and subsequently create a workplace culture of reuse. “We work and play with the companies in our community,â€? says Gieer. “As such, we need to show good corporate citizenship.â€?

The ďŹ rm has already recouped the cost of its new energyeďŹƒcient lighting system within 18 months of installing it. As a result, says Gieer, S&T now considers the energy consumption factor with every new piece of equipment it purchases.

Branching out, the dealer is now focusing on the sustainability of its delivery eet. S&T already urges its drivers to improve on-road practices by reducing idling times at delivery sites and during the heaviest traďŹƒc hours in an eort to economise its use of fuel and reduce its carbon footprint. Additionally, the company is also planning an overhaul of its older vehicles. “With a dozen trucks on the road on any given day, we feel that the increased costs of fuel necessitated more energy-eďŹƒcient vehicles as replacements for those scheduled for retirement,â€? explains Gieer.

Proven results Since S&T installed ďŹ ltered water pitchers in its kitchen, the sale of water bottles in its vending machines has reduced by 30%, meeting the company’s initial target.

Perhaps the biggest change, however, has been how attitudes to sustainable initiatives have transformed – employees at the company are now taking initiatives into their own hands.

Elaborating on one of the sta schemes that will soon be set up, Gieer states: “S&T sta members are planning a community garden at our distribution centre where we will grow native vegetables and donate them to shelters and share them among employees.â€?

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Green Thinking 2011 | Case studies

Benelux bastion Dealer group: Quantore Location: Beuningen, Netherlands Environmental initiatives: aÚÚ;ÓvÚ vÓÓÚ»Jb J ¨ ÚJ¨lÚ£¬ÐvÚbJÐܬ¨ÓÚ with maximised fill rates aÚÚ ¬båÓÚ¬¨Ú ¬bJ ڻЬlåbÜ ¬¨ÚÐJÜ vÐÚÜ J¨Ú overseas manufacturers aÚÚ £» v£v¨ÜÚJ¨Úv vbÜЬ¨ bÚ¬ÐlvÐ ¨ ÚJ¨lÚ invoicing process to reduce paper aÚÚ ¨ÜЬlåbvÚÜ vÚv£» ¬îvvÚXv¨v ÜÚÓb v£vÚ of a bike promotion policy aÚÚ7åШvlÚJ¨Úv¨Ü ÐvڻРëJÜvÚ JXv ÚÐJ¨ vÚ (1,000 SKUs) into green products A leading dealer group in the Benelux market, Quantore has 540 members and ³iãôôÚÓJ vÓÚ¬ bvÓÀÚ ÜÓÚ ¬ ÓÜ bÓÚÓvÐë bvÚ stocks 16,000 products and employs 170 »v¬» vÀÚ"J¨J ¨ Ú ÐvbܬÐÚ Ð¨¬ lÚ7 våìÓÚ J¨lÚ v»åÜîÚ ÐvbܬÐÚ3¬XvÐÜÚ Ð vÓÓv¨Úví» J ¨Ú the company’s continuing commitment to green in a region where the environment is not yet a high priority.

Quantore’s management is convinced that Ðvv¨Úì ÚXvb¬£vÚÌÜ vÚ¨vìÚÓÜJ¨lJÐlÍÚJ¨lÚ as a result has been transferring its private

label into green products. Elaborating upon Ü vÚlvb Ó ¬¨iÚ Ð vÓÓ¬¨ÚÓJîÓhÚÊBvÚl¬¨ÍÜÚví»vbÜÚ that green alternatives for fast-moving products will become a success. You have to upgrade existing fast-moving products, and then try to produce and sell them at the same price level.”

The group believes that this methodology can actively influence the purchase and sale of green products. Theuws believes this is the “only way to create long-term added value for your assortment, company and market”. The results are already »Ð¬ë ¨ Ú»¬Ó Ü ëvÀÚ ¨ÚÜvУÓÚ¬ ÚÓJ vÓiÚÜ vÚ company’s green private label has grown by more than 5%.

Beyond its external market influence, Quantore is also committed to improving the efficiency of its workforce.

“We try to encourage our people to drive vÓÓÚl ÓÜJ¨bviËÚÓJîÓÚ Ð vÓÓv¨ÀÚÊ%¨vÚ programme is our bike promotion policy, which allows employees to exchange holiday days for a free bike.”

New conservationist Dealer group: Office National Location: South Africa

Below from left to right: Grant Silver, Jof McLean, Benedict Pheto, Tansy McLean, Ashley Silver

Environmental initiatives: aÚÚ 4 bvÐÜ vlÚ¬ bvÚ»J»vÐÚ aÚÚ ô¿ÚÐvbîb vlÚ¬ bvÚ»J»vÐ aÚÚ3vbîb ¨ ÚJ Ú¬ bvÚ»J»vÐÚJ¨lÚX¬JÐlÚ consumed within the office aÚÚ Ú JÐ vÐÚÓv vbÜ ¬¨Ú¬ Ú Ðvv¨Ú»Ð¬låbÜÓÚ added to the catalogue

B Ü Ú¨¬Ú v Ó JÜ ¬¨Úb¬¨bvШ ¨ Ú 43ÚbåÐÐv¨Ü îÚ in place in the country, South Africa’s Office National implements its green initiatives purely as a moral obligation. As the group increases the number of members – its goal is to grow from its current 62 members to 150 – it hopes to also introduce its green initiatives to the various outlets. OPI Green Thinking caught up with Grant Silver, General Manager of Office National’s 4-Ways branch in Johannesburg to find out what a specific outlet does in relation to the dealer group’s green agenda.

The ethical solution 4-Ways has tried to push the environmental agenda both internally in the office and externally to its customers.

A major programme it runs at its site is a recycling scheme that deals with all paper and cardboard consumed in the office. “As a company, we are very conscious about the impact a lack of recycling has had on the environment,” says Silver.

The firm believes that a recycling programme is easy to implement and therefore should be the first step for all dealers. www.opi.net/greenthinking

35

“There were few real challenges while implementing our changes. The only challenge now is ensuring the paper is collected on a regular basis,â€? Silver adds. ĂœĂšÂ•JÓ¨Ă?ĂœĂšXvv¨ÚJÂ&#x;Â&#x;ڝÂ&#x;JÂ˜Â¨ĂšĂ“J˜Â&#x;˜¨Â?iڕÏvĂŤvĂ?iĂš as changes need to be understood and implemented by all sta. 4-Ways has tried to make the process as hands-on as possible by introducing green products into its oďŹƒce environment and encouraging employees to reuse boxes that it receives from suppliers.

The company’s decision to include a larger selection of green products in its catalogue was in direct response to an increase in consumer demand for these items as well as a reaction to the green initiatives that its suppliers were pushing for. ĂŠ ĂšXvÂ&#x;˜vĂŤvĂšĂœÂ•vĂšb¨Óü£vĂ?ڕJĂ“ĂšXvbÂŹÂŁvĂš smarter and is pushing suppliers to become Â?Ă?vv¨iËÚÓJĂŽĂ“Ăš4˜Â&#x;ĂŤvĂ?ÀÚÊ ÂƒĂšĂŹvĂšlÂŹĂšÂ¨ÂŹĂœĂšbÂŹÂŁÂťÂ&#x;ĂŽĂš with this shift, we would risk damaging our relationship with our customers.â€?

Staying sustainable Dealer group: RKV Location: Sweden Environmental initiatives: aÚÚ"vÂŁXvĂ?ĂšÂŹÂƒĂšĂœÂ•vĂš#ÂŹĂ?l˜bĂšvb—Â&#x;JXvÂ&#x;Ăš Svanen’s network, adhering to its guidelines to buy eco-labelled products and services whenever possible aÚÚ ÂŹÂŁÂťJ¨ÎÚXĂ?ÂŹb•üĂ?vĂšvÂ¨ĂœÂ˜ĂœÂ&#x;vlĂšĂŒ%ĂĽĂ?Ăš environment’ to further engage customers by providing a list of third-party certiďŹ ed eco-labels and a checklist on how to think green at work aÚÚ Â¨ĂŤÂ˜Ă?¨£vÂ¨ĂœJÂ&#x;ĂšbĂĽĂ“ĂœÂŹÂŁvĂ?ڝĂ?ÂŹÂ?Ă?JÂŁÂŁvĂš ĂŹÂ•Â˜b•ÚJÂ&#x;Â&#x;ÂŹĂŹĂ“Ăš3 AÚ£vÂŁXvĂ?Ă“ĂšĂœÂŹĂšĂŹÂŹĂ?žÚ alongside customers to come up with a delivery plan to reduce stock shortages and small deliveries aÚÚ7ÂŹÂ?vĂœÂ•vĂ?ĂšĂŹÂ˜ĂœÂ•ĂšÂ˜ĂœĂ“ĂšĂ“ĂĽÂťÂťÂ&#x;˜vĂ?iĂš3 AĂšĂ?ü¨ÓÚJĂš recycling programme that is cost-free for the customer aÚÚ Â&#x;Â&#x;ĂšbÂŹÂŁÂťJ¨ÎÚÍv•˜bÂ&#x;vÓÚ½bvÂ¨ĂœĂ?JÂ&#x;Ăš organisation) are clean/green vehicles With 60 outlets and member sales totalling cÂłÂˆĂ´ĂšÂŁÂ˜Â&#x;Â&#x;Â˜ÂŹÂ¨ĂšÂ˝rĂŁÂłĂ—ĂšÂŁÂ˜Â&#x;Â&#x;Â˜ÂŹÂ¨ÂžiĂš3 AĂšÂ˜Ă“ĂšĂœÂ•vĂš Â&#x;vJl˜¨Â?ĂšlvJÂ&#x;vĂ?ĂšÂ?Ă?ÂŹĂĽÂťĂšÂ˜Â¨Ăš4ĂŹvlv¨ÀÚ ĂœĂšÂ•JĂ“Ăš implemented environmental initiatives at a central level since the mid-1990s.

Seasoned veteran 3 AÚÓJĂŽĂ“ĂšĂœÂ•JĂœĂšÂ˜ĂœĂ“ĂšvÂ¨ĂŤÂ˜Ă?¨£vÂ¨ĂœJÂ&#x;ĂšĂ“ĂœĂ?JĂœvÂ?ĂŽĂš is increasingly market driven, while eco-labelling has become an important marketing tool, promoted o- and online.

The dealer group claims that its decision to adopt green vehicles was inuenced by federal tax incentives for speciďŹ c models.

Additionally, its environmental customer programme is designed to further tie-in to its ďŹ nancial and environmental agendas.

ÂŹÂŁÂŁvÂ¨ĂœÂ˜Â¨Â?ĂšÂŹÂ¨ĂšĂœÂ•vĂšvĂŤÂŹÂ&#x;ĂŤÂ˜Â¨Â?Ú¨JĂœĂĽĂ?vĂšÂŹÂƒĂš ĂœÂ•vĂšbÂŹÂŁÂťJ¨ÎĂ?Ă“Ăšvb—Â&#x;˜bĂŽiĂš3 AĂš"J¨JÂ?˜¨Â?Ăš

˜Ă?vbĂœÂŹĂ?Ăš4ĂœvƒJ¨Ú4¨vÓӏ¨ÚÓJĂŽĂ“hÚÊ ÓÚÏvڕJĂŤvĂš

36

Green Thinking 2011

Above: RKV’s head ofďŹ ce in BorĂĽs, Sweden

been focusing on environmental issues for so many years, it is now an integrated part of both our central organisation and our member ďŹ rms.â€?

The company has made it a priority to stay informed about and abide by the regulations from environmental governing XÂŹl˜vÓÀÚ7•vĂ“vĂšÂ˜Â¨bÂ&#x;ĂĽlvĂš3 iĂšĂŹÂ•Â˜b•Ú Ă?vÂ?ĂĽÂ&#x;JĂœvĂ“ĂšĂœÂ•vÚüÓvĂšÂŹÂƒĂšb•vÂŁÂ˜bJÂ&#x;Ă“iĂšJ¨lĂš3 . iĂšJĂš service organisation for the collection and recycling of packaging. The company states that it also ensures that its suppliers fulďŹ ll their responsibilities by including this in their contracts.

Raising awareness According to Sonesson, one of the major problems with the wave of green products that is currently ooding the market is its credibility. “There are far too many players in the market coming up with their own ĂŒÂ?Ă?vv¨Ă?ĂšÂ&#x;JXvÂ&#x;iĂšXĂĽĂœĂšĂŹÂ•ÂŹĂšb•vbžÓÚϕvĂœÂ•vĂ?ĂšĂœÂ•vĂš claims made are valid or not?â€? he says. Â¨ĂšĂœÂ•JĂœĂšbÂŹÂ¨ĂœvĂ­ĂœiĂš3 AĂšÂ˜Ă“ĂšÂ•vÂ&#x;ÂťÂ˜Â¨Â?ĂšĂœÂŹĂšvlĂĽbJĂœvĂš its customers by promoting only recognised, third-party-controlled eco-labels. “With so ÂŁJÂ¨ĂŽĂšĂŒÂ•ÂŹÂŁv—£JlvĂ?ĂšÂ?Ă?vv¨ÚÂ&#x;JXvÂ&#x;Ă“iĂšÂ˜ĂœĂ?Ă“ĂšJÂ&#x;ÂŁÂŹĂ“ĂœĂš impossible for consumers to determine which labels they can trust,â€? says Sonessen.

The company regards its approach as fairer for both the customer and the supplier. GT

&"35) 4&3*&4™ 100% Recycled Storage Products

We continue to develop greener alternatives. Our newest initiative increases the recycled content of our products, saving an additional*: t

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* Annual savings. Environmental impact estimates were made using the Environmental Defense Fund Paper Calculator. For more information, visit http://www.papercalculator.org.

** SFI Certification means we can demonstrate that our products are made from responsibly managed forests, rather than illegally harvested areas.

Since we spend 90% of our time indoors, it matters.*

Platinum Lumina™ Series Training Tables shown with Circulation Task Chairs

www.moorecoinc.com Balt® & Best-Rite® are brand divisions of MooreCo, Inc. * Statistic gathered by http://www.epa.gov/greenbuilding/pubs/gbstats.pdf

Green Thinking 2011 | Green buildings

s more and more firms develop their own sustainable development policies, reducing the environmental impact of doing business is becoming engrained in companies’ DNAs. Along with transportation, perhaps the most visible aspect of this impact is the very buildings – offices, stores, distribution facilities – where companies do business.

There are a multitude of measures that can be carried out, ranging from complex projects such as installing state-of-the-art photovoltaic (PV) panels to simple everyday tasks such as having a single office bin to encourage recycling.

It’s not just about ‘doing the right thing’ for the planet either.

Implementing sustainable practices can lead to meaningful cost savings too. According to the US Green Building Council, operating costs decrease 13.6% for new construction and 8.5% for existing building projects when green principles are applied.

At US wholesaler United Stationers, Director of Sustainability Carol O’Hern points to the company’s sustainability mission which includes a commitment to resource management in facilities and transportation.

“We have developed an internal tracking system for monitoring use of resources such as fuel, electricity, natural gas and water consumption,” she told OPI Green Thinking.

A

Electricity bill halved

Depot’s new UK headquarters in Leicester incorporates many sustainable features

Building a

In terms of enhancements to its facilities, United has installed motion sensors that control office and warehouse lights and automatic on/off sensors on conveyors, meaning they don’t run when there is no activity. As well as leading to energy reductions – United has more than halved its electricity bill over the last three years – the conveyor sensors have also led to less wear and tear on parts and a quieter working environment.

United’s environmental impact in the northwest of the US is expected to be reduced by its new distribution centre in Portland, Oregon, which was opened last year. The facility was awarded Leadership in Energy and Environmental Design Silver certification and is built to improve energy efficiency, water efficiency, reduce CO2 emissions and improve indoor air quality.

On the opposite side of the country, a major green energy initiative is taking place at United’s 60,000 sq m (600,000 sq ft) facility in Cranbury, New Jersey, where solar panels have been installed. This expensive project has been made possible thanks to a collaboration between the owner of the facility – which United leases – United itself and the utilities company, in what is known as a ‘net metering’ arrangement.

This means that United has the benefit of extremely low electricity pricing and the lessor has the benefit of federal, state and local credits that may apply, and qualifies for New Jersey’s solar renewable energy certificate scheme.

A similar concept exists in the UK where, until recently, the government was offering highly attractive incentives under a scheme known as ‘feed-in tariffs’. Taking advantage of the scheme before the change to the incentives was introduced was Staples, which now has a solar PV system on the roof of its Corby distribution centre funded by third-party investment.

The PV panels cover an area of 9,000 sq m and will generate enough electricity to provide for around 75% of the facility’s daytime

greener future OPI Green Thinking takes a look at what OP companies have been doing in the last 12 months to reduce the environmental impact of their building infrastructures

by Andy Braithwaite

A solar panel partnership gives United access to cheap electricity

www.opi.net/greenthinking

39

“The UK is the windiest country in Europe, so it makes sense to harness this renewable energy source” – John Barker, Floortex electricity needs. The project is also expected to achieve net carbon savings of 5,000 tonnes and financial savings of around £1 million ($1.6 million) over the next 25 years.

Five-year project Collaboration is also at the heart of a project by European floor protection product manufacturer Floortex, working with manufacturing partner Brett Martin to introduce renewable energy into its facility in Mallusk, Northern Ireland.

Planning for the installation of a wind turbine at the factory began in 2006 with a feasibility study supported by the Carbon Trust. After five years of work with local agencies and government bodies, the turbine – that has a blade span of 71 metres and a total height of 99.5 metres – came to life on 31 May this year.

The aim of the project was to reduce the facility’s carbon footprint by introducing renewable energy that could contribute up to 20% of the power consumption on site. The turbine has a maximum output of 2.3 million watts and is a long-term investment for the company to help sustain manufacturing efficiency and competitiveness while reducing carbon emissions at the site by 4,000 tonnes per year.

“The UK is the windiest country in Europe, so it makes sense to harness this renewable energy source for our production facility in Northern Ireland,” noted Floortex Marketing Manager John Barker.

Staying in the UK, Office Depot has introduced a number of initiatives recently that comply with its ‘Green Starter’, ‘Green Implementer’ and ‘Green Leader’ environmental roadmap.

Depot says that the key drivers for making operations more sustainable are company policy and the desire it has to ‘be green’ and ‘walk the walk’. However, it also notes that, increasingly, the greener option also creates cost savings.

A clear example is its new UK head office and distribution centre in Leicester, which incorporates a wide variety of environmental sustainability features. In fact, the design of the building was awarded a BRE Environmental Assessment Method rating of ‘very good’ and a Green Apple Award.

40

Green Thinking 2011

Fom left: John Barker and Floortex Managing Director Steve Bull in front of the new wind turbine at the Northern Ireland factory

The use of daylight harvesting in the distribution centre has reduced the need for artificial lighting by 15%; grey water is used to flush toilets throughout the site and 100% recycled water is used to wash vehicles; and a reduction in the incoming voltage level is targeting a 5-8% saving in energy consumption per year and will prolong the life of electrical equipment.

Depot’s initiatives are not confined to Leicester. A major refurbishment is planned for its Crawley facility near London.

Green initiatives at the site will include new clear roof panels to make the best use of natural daylight, while installation of a complete new lighting system will use features such as movement sensors and a dimming facility to reduce electricity consumption by around 40%.

Jackie Buckwell, Environment Manager at Office Depot in the UK, stated: “Every company, Office Depot included, has a responsibility to minimise the environmental impact of its operations. However, by making an environmental policy part of the wider business strategy, activities can be developed to also support business priorities and deliver real business benefit.”

In continental Europe, German manufacturer edding has been developing lifecycle assessments of its sites and products in order to make its environmental measures as transparent as possible as well as to identify possible improvements.

It too has installed PV roofing at two of its facilities, a move which the company says will result in annual CO2 savings of 158 tonnes. Other initiatives include a new combined heat and power plant and ecofriendly lighting systems, which also help reduce CO2 emissions. GT

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Advertising feature

In building a future sustainable business you’ll never walk alone: Partnering with Office Depot Europe in a continuously changing environment

Ever since the launch of the industry’s first comprehensive guide to green office products it has been the aim at Office Depot to further evolve our environmental strategy and solutions we bring to our customers. This journey together with our customers and industry stakeholders has taught us over the years that sustainability in office supplies is all about understanding and implementing total cost of ownership in combination with total cost of value in partnerships. Sustainability requires companies to develop a long-term strategy where business needs are aligned with triple P elements. It is about making choices, taking people and planet into account next to profit.

Office Depot’s historic focus on ‘greener’ Like others in our industry, Office Depot has used the broader term ‘sustainable’ for products or practices that are environmentally preferable. We’ve launched a ‘Green Book’ in North America almost every year since 2003, developed a Greener Office Guide in Europe in 2009, and have had a well-respected and comprehensive Environmental Strategy that has helped us Buy Greener, Be Greener and Sell Greener for nearly a decade. That’s helped us win lots of industry awards and become recognized by Newsweek in 2010 as the greenest large retailer in America.

But, as implied, our focus has really been on greener products and practices, not necessarily ‘sustainable’ ones. Today we run extensive programs to manage the social responsibility of our private brand vendors, and implemented comprehensive Diversity and Philanthropic programs. In the future we seek to further integrate social, environmental and economic dimensions when we make business decisions.

42

Green Thinking 2011

We are starting to connect environmental choices to economic benefits Recently we have started moving beyond selling ‘green’ products, and paying more attention to the end-to-end lifecycle of the categories we manage. The benefits of this extended view are still environmental (not necessarily social), but by thinking about a product’s lifecycle from ‘cradle to grave’, or ‘cradle to cradle’, we’re starting to connect the supply chain from upstream phases (manufacturing and distribution) to downstream (use and end-of-life), so are starting to address economic dimensions of sustainability.

We think this is a valuable approach for customers because it helps them transition away from a ‘product focus’ (driven mainly by initial cost) towards Total Cost of Ownership (TCO) considerations. With this expanded view, we help customers to save money by making greener purchasing decisions that also are beneficial in the long term, as we help support the economical sustainability of our buyers. In some cases, we’re supporting our customers to get this mindset, and in others, we’re being pulled by those who have sophisticated purchasing programs themselves. To illustrate how this is unfolding,

Green Thinking 2011 | OfďŹ ce Depot

here are some examples of initiatives that lower the Total Cost of Ownership for OP buyers:

We are preparing to build future sustainable business

Resource and waste reduction initiatives

Product lifecycle management is more than just offering ‘green’ or sustainable products to your customers. It represents the whole product lifecycle from cradle to grave or even cradle to cradle.

6QTUSFBN NBOVGBDUVSJOH BOE EJTUSJCVUJPO BOE downstream (customer) partnerships are required in order to drive sustainable development and be able to add value to all stakeholders in the supply chain.

t $SFBUJOH UBLF CBDL BOE SFNBOVGBDUVSJOH QSPHSBNT for consumables. While this is common for ink and toner cartridges in our industry, OfďŹ ce Depot and others are now taking back technology, writing instruments and supplies; t 5SBOTJUJPOJOH GSPN TJOHMF VTFS QSJOUFST UP .VMUJ 'VODUJPO %FWJDFT .'%T BOE .BOBHFE 1SJOU Solutions; t &OBCMJOH EVQMFY QSJOUJOH BOE FMFDUSPOJD EPDVNFOU management to reduce paper use; t 4XJUDIJOH UP SFVTBCMF QSPEVDUT UIBU IFMQ BWPJE repurchase of disposable alternatives; t 0SEFSJOH B IBSNPOJ[FE BTTPSUNFOU PG PGmDF products in standard packed quantities; t 6TJOH SFTPVSDF FGmDJFOU SFEVDFE QBDLBHJOH delivery options; t *NQMFNFOUJOH FGmDJFOU FMFDUSPOJD PSEFS GVMmMMNFOU processes.

Initiatives for the reduction of energy, fuel and carbon-footprint t 3FUJSJOH PME BOE JOFGmDJFOU FMFDUSPOJD BTTFUT BOE replacing them with more efďŹ cient technology that delivers a rapid return on investment; t 'PDVTJOH PO FOFSHZ FGmDJFOU UFDIOPMPHZ BOE lighting; t *NQMFNFOUJOH QSPEVDUT BOE QSBDUJDFT UIBU IFMQ reduce the energy consumption of electronics; t 6TJOH PQUJNJ[FE SPVUJOH BOE MPX DBSCPO transportation/delivery solutions.

In practically all the above cases, the environmental choice is also the long-term economic choice for our customers. As such, we’re moving a step closer to the triple-bottom line concept of sustainability. We’ve innovated in bringing clarity to the deďŹ nition of ‘green’.

While our own work is not yet complete on this complex matter, we have developed a Point of View on what makes a product ‘greener’, as in both Europe BOE UIF 64 XF IBWF DSFBUFE B DPNQSFIFOTJWF TFU PG green attribute icons to designate why one item could be considered ‘greener’ than another. In doing so we have taken the necessary initial steps towards green standards for ofďŹ ce products.

Our customers do need to understand that a sustainable business requires a transition from ‘Product Focus’ (mainly cost/price considerations) via Total Cost of Ownership to Total Cost of Value.

It is about deďŹ ning requirements (1 - see diagram on page 44) for all non-core business activities.

Think why ‘green’ will be important and select not only ‘green’ products but think about one-stop-shop solutions (2) when creating your greener ofďŹ ce.

Choose a partner that implements a responsible supply chain from cradle to cradle (3). This can be achieved by efďŹ cient electronic order fulďŹ llment, optimized routing and low-carbon delivery solutions. Commodity products such as ofďŹ ce products give a huge opportunity to make the ďŹ rst step to being a more sustainable company. Order a more harmonized assortment of ofďŹ ce products in standard packed quantities to avoid additional packaging material. Think more in functionality and application (4) – what, why and how – to create a sustainable ofďŹ ce. Is your installed EOS (electrical ofďŹ ce equipment) not already passing its economical lifetime even though it hasn’t surpassed its technical lifetime? The reason to believe this is based on existing innovative energy efďŹ cient equipment that is available today, which offers a ROI of only a few months. This requires good understanding of local needs and cultural behavior at customer sites. A relevant but often forgotten aspect is End-of-Life (5) of commodity products such as ofďŹ ce products. The attitude or easiness to throw used products in the closest bin – under the desk – doesn’t support change in responsible and conscious perception and behavior.

Collect for recycling not just empty cartridges but why not also ofďŹ ce paper (recycled ofďŹ ce paper) plastic cups or PET bottles (letter trays, pens) and organic waste (biomass)? www.opi.net/greenthinking

43

Advertising feature

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REQUIREMENTS

2

OFFICE PRODUCTS AND SOLUTIONS

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LOGISTICS

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FUNCTION AND APPLICATION

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END OF LIFE

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Tota Total cost of value New generations – changing habits due to sustainable company policies or different ways of workingimpact the way our customers perceive an office environment. Think about digitalization and mobility.

A rapidly growing world population and at the same time an increasing quality of life influence our living planet. Commodity products such as office products will especially face scarcity of raw materials and resources, probably within the next decade. Early adaptors or trendsetters act now and think about: t 5IF HFOFSJD OFFE UP SFEVDF SFVTF BOE SFDZDMF BT B mandatory basic requirement; t )PX UP NBJOUBJO RVBMJUZ PG MJGF GPS B HSPXJOH population; t )PX /PU UP SFEVDF QSPEVDUT TFMM GFXFS QSPEVDUT

but consume responsibly.

We at Office Depot Europe believe that together with our customers and vendors we’ll be able to strive for a positive contribution. It is our aim to add sustainable value to our stakeholders through behaving responsibly and changing our behavior, while being driven by openness and eagerness.

44

Green Thinking 2011

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Office Depot’s mission is; To add Sustainable Value to our Customers & End-Users in delivering state of the art office solutions driven by our Responsible Behavior and true Emotions

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t Customer focused products and services t Assortment both ‘sustainable’ and ‘sustainable alternatives’

t Sustainable terms and conditions t Packaging monomaterial and reduction t Carbon footprint (Climate Neutral) t Total supply chain approach

t Functional versus product focus t Influence user behavior t Apply system intelligence t Economical versus technical lifetime

t Closed loop approach t Waste management: Reduce - Reuse - Recycle t Align procurement and end of life

To achieve our sustainable mission we have identified three strategic sustainable multipliers. These should enable us and our key stakeholders to reach our goal of delivering a positive contribution in the next decade. )PXFWFS JO PSEFS UP CF BCMF UP BEESFTT PVS QPTJUJWF contribution and show our continuous progress, the year 2012 is going to become our baseline.

1) Transparent Operations 2) Engaged People 3) Responsible Supply Chain.

These three multipliers should enable us to address our Sustainable Added Value as a result of our efforts towards having a positive contribution.

Europe is taking big strides forward in innovating the green office supplies landscape and its focus is clearly on compliance and transparency when it comes to green procurement, marketing and sales promotion. Innovation is also about bringing the right idea to market, at the right moment in time, to meet the increasing government and consumer demand for sustainable products.

Green Thinking 2011 | OfďŹ ce Depot

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We also need to understand the desire for greener products, greener supply chains, end-of-life management processes for the products we sell, and, relatedly, deďŹ ning how to truly ‘close the loop’ by owning the product life cycle – from production, to marketing a product and taking it back for recycling or reuse. Everybody can call a product ‘green’, everyone can put some green ags next to a product, but what does that really mean?

An example of such an effort is the Sustainable OfďŹ ce, launched in the Dutch industry in 2010. This European initiative aims to provide a standardized environmental label for ofďŹ ce supplies. The program is supported by a public website to allow purchasing ofďŹ cers to identify and locate products that meet a standardized set of environmental criteria. After starting with ďŹ ling products it aims to add other product categories in the near future and that the initiative will be extended to cover other European markets.

We at OfďŹ ce Depot believe green is a strong differentiator for the leaders in the OP industry. To be successful we need to better understand our range of customers – from those at the early stages of going

green – to those at advanced stages of maturity such as the Dutch government. We need to be slightly ahead of our main marketplace – by taking the vision of our leading customers – and educating the broad market on why and how to add sustainable value.

If we establish the right upstream and downstream partnerships, we will harvest favorable perceptions among our customers about adding sustainable value. Let’s innovate in favor of a greener supply chain and close the loop with product criteria that can be used for globally consistent green procurement standards. We need to ďŹ rst work together within the OP industry and with our key stakeholders such as the public sector and NGOs preferably around the world to agree on standards, and, second, to educate consumers or end-users.

In summary, we believe that crucial to building sustainable businesses and worklife are that: t .FBTVSFNFOU QSPWJEFT JOTJHIUT BOE USBOTQBSFODZ t 5SBOTQBSFODZ SFJOGPSDFT QBSUOFSTIJQT t 1BSUOFSTIJQT EFMJWFS TVTUBJOBCMF BEEFE WBMVF which moves people. www.opi.net/greenthinking

45

he much-visited topic of paper’s environmental credentials is not losing its importance. In fact, these days it is rare for a paper producer not to produce a ‘green’ paper range or products, and market these credentials loudly. In the face of the growing digitalisation of business practices that is aecting cut paper sales, coupled with consumers’ increasing focus on the environment, proďŹ ts are under pressure.

Most paper manufacturers are keen to demonstrate their dedication to protecting the world’s natural resources, even more so now that further headway has been made towards energy eďŹƒciency and recycled products. Many of the major producers have reported improved environmental performance in their sustainability reports. Some impressive statistics are available, such as: aÚÚ7•vĂš"¨lÂ˜Ăš Ă?üÚlvbĂ?vJĂ“vlĂšv¨vĂ?Â?ĂŽĂšbÂŹÂ¨Ă“ĂĽÂŁÂťĂœÂ˜ÂŹÂ¨Ăš by 11% by the end of 2010 and CO2 emissions by 23%, and has reduced waste water emissions by 35% since 2005 aÚÚ ÂŹÂ˜Ă“vڕJĂ“ĂšĂ?vlĂĽbvlĂšÂƒÂŹĂ“Ă“Â˜Â&#x;ĂšÂƒĂĽvÂ&#x;ÚüÓvڝvĂ?ĂšĂĽÂ¨Â˜ĂœĂšÂŹÂƒĂšÂťJÂťvĂ?ĂšJ¨lĂš packaging by 34% from 2002 to 2010, and greenhouse gas emissions by 27.5% by 2010 from a 2004 baseline aÚÚ"—Ă?vJÂ&#x;ڕJĂ“ĂšĂ?vJb•vlĂšĂœÂ•vĂšÂťÂŹÂ˜Â¨ĂœĂšĂŹÂ•vĂ?vĂšÂŠĂ´ÂżĂšÂŹÂƒĂšĂŹJĂœvĂ?ĂšĂœÂ•JĂœĂšÂ˜Ă“ĂšĂœJžv¨Ú from the ecosystem is cleaned and returned to the river system aÚÚ.ÂŹĂ?ĂœĂĽbvÂ&#x;Ăš4Ă?bvÂ&#x;Ăš Ă?üÚ•JĂ“ĂšĂ?vbÂŹĂ?lvlĂšJĂšÂ‹Ă˜ÂżĂšĂ?vlĂĽbĂœÂ˜ÂŹÂ¨ĂšÂ˜Â¨Ăš %2 emissions per tonne of manufactured product, and the company is .ÂŹĂ?ĂœĂĽÂ?JÂ&#x;Ă?Ă“ĂšÂ&#x;vJl˜¨Â?ڝĂ?ÂŹlĂĽbvĂ?ĂšÂŹÂƒĂšv¨vĂ?Â?ĂŽĂšÂƒĂ?ÂŹÂŁĂšXÂ˜ÂŹÂŁJĂ“Ă“ aÚÚ Ă?ÂŹÂŁĂšĂŁĂ´Ă´ĂŁĂšĂœÂŹĂšĂŁĂ´Ă´ÂŠĂš ÂŹÂŁĂœJĂ?ĂšÂ˜Â¨bĂ?vJĂ“vlĂšÂ˜ĂœĂ“ĂšĂĽĂ“vĂšÂŹÂƒĂšĂ?v¨vĂŹJXÂ&#x;vĂšv¨vĂ?Â?ĂŽĂš ĂœÂŹĂšĂ—Ă—Ă€Ă˜ÂżĂšÂŹÂƒĂšĂœÂŹĂœJÂ&#x;Ăšv¨vĂ?Â?ÎÚüÓviĂšJ¨lĂšĂ“Â˜Â¨bvĂšĂŁĂ´Ă´ÂˆĂšĂœÂ•vĂšJĂŤvĂ?JÂ?vĂšJÂŁÂŹĂĽÂ¨ĂœĂšÂŹÂƒĂš waste going to landďŹ ll from the company has decreased by 10%. Ă­ÂťvĂ?ĂœĂ“ĂšÂŹÂ¨ĂšĂœÂ•vĂšvÂ¨ĂŤÂ˜Ă?¨£vÂ¨ĂœJÂ&#x;ĂšÂ˜ÂŁÂťJbĂœĂšÂŹÂƒĂšÂťJÂťvĂ?iÚÓüb•ÚJĂ“Ăš7ĂŹÂŹĂš 4˜lvĂ“Ă?Ăš ˜Ă?vbĂœÂŹĂ?Ăš"JĂ?ĂœĂŽÂ¨Ăš ĂĽĂ“ĂœJbviڕJĂŤvĂšĂ?vĂ?ĂœvlڏÍvĂ?JÂ&#x;Â&#x;ĂšÂ˜Â¨lĂĽĂ“ĂœĂ?ĂŽĂš Â˜ÂŁÂťĂ?ÂŹĂŤvÂŁvÂ¨ĂœĂ“Ă€Ăš vÚÓJĂŽĂ“hÚÊ7•vÚüÓvĂšÂŹÂƒĂšXÂ˜ÂŹÂ—v¨vĂ?Â?ĂŽĂšÂ˜Ă“ĂšĂ“ĂœvJl˜Â&#x;ĂŽĂšĂ?Â˜Ă“Â˜Â¨Â?ĂšÂ˜Â¨Ăš the industry, recycling rates are showing long-term improvements and the overall energy demands of the industry are declining. ĂŠ3vbvÂ¨ĂœĂšĂ?vĂ“vJĂ?b•ÚXĂŽĂš.•˜Â&#x;Â˜ÂťĂšBĂš JĂŹĂ?v¨bvĂšb¨bÂ&#x;ĂĽlvlĂšĂœÂ•JĂœĂšĂœÂ•vڝJÂťvĂ?Ăš J¨lڝĂ?Â˜Â¨ĂœÂ˜Â¨Â?ĂšÂ˜Â¨lĂĽĂ“ĂœĂ?˜vÓڕJĂŤvĂšĂ?vlĂĽbvlĂšĂœÂ•v˜Ă?Ăšv¨vĂ?Â?ĂŽĂšÂƒÂŹÂŹĂœÂťĂ?Â˜Â¨ĂœĂšXÎڊ׿Ú Ă“Â˜Â¨bvÚ³ŠŠôiĂšÂ&#x;JĂ?Â?vÂ&#x;ĂŽĂšlĂĽvĂšĂœÂŹĂšb•J¨Â?˜¨Â?ڝĂ?ÂŹlĂĽbĂœÂ˜ÂŹÂ¨ĂšĂœvbÂ•Â¨Â˜Ă…ĂĽvÓÀÚ7Â•Â˜Ă“Ăš performance is unmatched by any other industry.â€? .vĂ?•JÂťĂ“ĂšĂœÂ•Â˜Ă“ĂšÂ˜Ă“ĂšlĂĽvĂšĂœÂŹĂšĂœÂ•vĂšÂ&#x;JĂ?Â?v򬟣XvĂ?ĂšÂŹÂƒĂšXÂŹĂœÂ•ĂšÂ?Â&#x;ÂŹXJÂ&#x;ĂšJ¨lĂš country-speciďŹ c initiatives that have been established to both improve and communicate paper’s ‘green’ core (see box ‘Initiatives and resources’), as well as the number of green advertising campaigns that have been launched. Earlier this year OPI detailed ĂœÂ•vĂšJlĂŤvĂ?ĂœÂ˜Ă“Â˜Â¨Â?ĂšbJÂŁÂťJ˜Â?Â¨Ă“ĂšÂŹÂƒĂš ÂŹÂŁĂœJĂ?ĂšJ¨lĂš7ÂŹĂ?Ă?JĂ“ÂťJÂťvÂ&#x;Ăš(see OPI #205 and #206)iĂšbJÂ&#x;Â&#x;vlĂšĂŒ.JÂťvĂ?Ăš vbJĂĽĂ“vĂ?ĂšJ¨lĂšĂŒ.JÂťvĂ?Ăš „vbĂœĂŒĂšĂ?vĂ“ÂťvbĂœÂ˜ĂŤvÂ&#x;ĂŽiĂš ĂŹÂ•Â˜b•Ú•JĂŤvĂšXÂŹĂœÂ•ĂšĂ?vĂ?ĂœvlÂ&#x;ÎڕJlĂšJÂ¨ĂšÂ˜ÂŁÂťJbĂœĂ€Ăš ĂĽĂœĂšÂ˜Ă“ĂšÂ˜ĂœĂšv¨üÂ?•Æ ĂĽĂ“ĂœJbvÚÓJĂŽĂ“hÚÊ7•vĂ?vĂšJĂ?vÚ£JÂ¨ĂŽĂšÂŁÂ˜Ă“b¨bvÂťĂœÂ˜ÂŹÂ¨Ă“ĂšJXÂŹĂĽĂœĂšĂœÂ•vĂš sustainability of print media and, although we are an industry which uses energy in the manufacturing process, we are also responsible for a product based on wood – a renewable and recyclable resource.

It is important that we make our message clear that print and paper is an attractive, practical and sustainable communications medium.�

BÂ˜ĂœÂ•ÂŹĂĽĂœĂšv„vbĂœÂ˜ĂŤvĂšbÂŹÂŁÂŁĂĽÂ¨Â˜bJĂœÂ˜ÂŹÂ¨iĂšJÂ&#x;Â&#x;ĂšĂœÂ•vĂšÂ?Ă?vv¨ÚJb•˜vĂŤvÂŁvÂ¨ĂœĂ“ĂšÂŹÂƒĂš these large multinational companies will come to no avail.

Pushing paper

The paper industry is making some headway towards reducing its impact on the environment; the facts are on the table. But are consumers really buying it?

by Felicity Francis

46

Green Thinking 2011

T

Green Thinking 2011 | Paper

Initiatives and resources s 4WO 3IDES n A FORUM ESTABLISHED TO ALLOW THE PAPER industry to work together to improve environmental standards, share experiences and maximise customer conďŹ dence. It was established in Europe and has recently EXPANDED TO THE 53 www.twosides.info s 4HE 0APER #OMPANY %NVIRONMENTAL )NDEX n A VOLUNTARY rating tool for paper companies to report on their global ECOLOGICAL FOOTPRINT CREATED BY 77& #ONSUMERS CAN LOOK up the performance of participating paper producers and their paper. WFF is currently working on the 2011 update of the Index. www.checkyourpaper.panda.org s 0APER 0ROlLE n A VOLUNTARY PRODUCT DECLARATION MADE by various paper producers that allows buyers to make well-informed product choices. It presents ďŹ gures on environmental parameters to do with pulp and paper production in many countries. www.paperproďŹ le.com s "ETTER 0RACTICES "ETTER 0LANET n AN INITIATIVE ESTABLISHED BY THE !MERICAN &OREST AND 0APER !SSOCIATION !& 0!

WITH GOALS TO INCREASE THE RECOVERY OF PAPER for recycling, increase energy efďŹ ciency and promote sustainable forestry practices. www.afandpa.org

Get the message out ĂŠB•˜Â&#x;vĂšĂœÂ•vڝüÂ&#x;ÚJ¨lڝJÂťvĂ?ĂšÂ˜Â¨lĂĽĂ“ĂœĂ?ÎڕJÓÚ£JlvĂš good progress towards more environmental reporting, transparency across the sector is still not the norm,â€? says Anna Koivisto, ÂŹĂ?vĂ“ĂœĂš%Â…bvĂ?ĂšÂƒÂŹĂ?ĂšBB Ăš Â¨ĂœvĂ?¨JĂœÂ˜ÂŹÂ¨JÂ&#x;Ă?Ă“Ăš.ĂĽÂ&#x;Ú J¨lĂš.JÂťvĂ?Ăš.Ă?ÂŹÂ?Ă?JÂŁÂŁvÀÚÊ ĂŽĂšbĂ?vJĂœÂ˜Â¨Â?ĂšĂœÂ•vĂš .JÂťvĂ?Ăš ÂŹÂŁÂťJ¨ÎÚ Â¨ĂŤÂ˜Ă?¨£vÂ¨ĂœJÂ&#x;Ăš ¨lvĂ­iĂšJĂš ¨vĂŹĂšĂœĂ?J¨ÓJĂ?v¨bĂŽĂšĂœÂŹÂŹÂ&#x;ĂšÂ˜Â¨ĂšĂœÂ•vĂšÂ˜Â¨lĂĽĂ“ĂœĂ?ĂŽiĂšBB Ăš hopes to improve environmental reporting and the resulting enhanced transparency across the industry.â€?

7Â•Â˜Ă“ĂšĂœĂ?J¨ÓJĂ?v¨bĂŽiĂšĂŹÂ•Â˜Â&#x;vĂšJÂ&#x;ĂŹJĂŽĂ“Ăš important, has become vital in the changing market for paper. In developed economies, ÂťJÂťvĂ?ÚüÓvĂšĂ?ÂŹĂ“vĂšĂ“ĂœvJl˜Â&#x;ĂŽĂšlĂĽĂ?˜¨Â?ĂšĂœÂ•vÚ³Š{Ă´Ă“Ăš J¨lÚ³ŠŠôÓiĂšXĂĽĂœĂšĂ“Â˜Â¨bvĂšĂŁĂ´Ă´Ă´ĂšÂ˜ĂœĂšÂ•JĂ“ĂšXvv¨Ú declining. Analysts predict that there is still a fair amount of growth to be had in emerging markets, but this can only last so Â&#x;¨Â?ÀÚ7•vĂšlvbÂ&#x;˜¨vĂšÂ˜Ă“ĂšÂŁJ˜¨Â&#x;ĂŽĂšlĂĽvĂšĂœÂŹĂšÂ˜Â¨bĂ?vJĂ“vlĂš use of technology and digital storage, but the environment is also a crucial factor. ĂŠ.ĂĽĂ?b•JĂ“Â˜Â¨Â?ĂšÂ?Ă?vv¨iڏĂ?ĂšvÂ¨ĂŤÂ˜Ă?¨£vÂ¨ĂœJÂ&#x;Â&#x;ĂŽĂš preferable purchasing, is becoming a priority for many customers and this of course has had a direct impact on sales,â€? says Johannes Klumpp, Marketing and Sales

˜Ă?vbĂœÂŹĂ?ĂšÂƒÂŹĂ?Ăš"¨lÂ˜Ăš;¨bÂŹJĂœvlĂš ˜¨vĂš.JÂťvĂ?ÀÚ

ÂŹÂŁĂœJĂ?Ă?Ă“ĂšA.Ăš4ĂĽĂ“ĂœJ˜¨JXÂ&#x;vĂš ĂĽĂ“Â˜Â¨vĂ“Ă“ĂšJ¨lĂš Ă?J¨lĂš"J¨JÂ?vÂŁvÂ¨ĂœiĂš vĂŹÂ˜Ă“Ăš Â˜Ă­iڕJĂ“ĂšJĂšĂ“Â˜ÂŁÂ˜Â&#x;JĂ?Ăš ÂŁvĂ“Ă“JÂ?vÀÚÊ7•vڝJÂťvĂ?ĂšÂ˜Â¨lĂĽĂ“ĂœĂ?ĂŽĂšÂ˜Â¨Ăš#ÂŹĂ?ĂœÂ•Ăš America is facing a secular decline in demand for a variety of reasons.â€?

However, for those paper companies that have taken action, this green focus has

Opposite page: Domtar’s Paper Because campaign includes online videos, such as this scene that shows a man having to hand over paper money to comply with a paper ban

often been translated into new, rather than Ă?vlĂĽbvliÚÓJÂ&#x;vÓÀÚ Â˜Ă­ĂšbÂŹÂ¨ĂœÂ˜Â¨ĂĽvĂ“hÚÊ ĂĽĂ“ĂœÂŹÂŁvĂ?Ă“Ăš today are increasingly aware of their eect ÂŹÂ¨ĂšĂœÂ•vĂšvÂ¨ĂŤÂ˜Ă?¨£vÂ¨ĂœiĂšĂŹÂ•Â˜bÂ•ĂšÂ˜Ă“ĂšĂŹÂ•ĂŽĂš ÂŹÂŁĂœJĂ?Ăš „vĂ?Ă“ĂšĂœÂ•vĂš ÂŹÂŁĂœJĂ?Ăš JĂ?ĂœÂ• Â•ÂŹÂ˜bvڝĂ?ÂŹlĂĽbĂœĂšÂ&#x;˜¨vÀË 3˜bJĂ?lÂŹĂš vĂ?Ă?v˜Ă?JiĂš Ă?J¨lĂš"J¨JÂ?vĂ?ĂšJĂœĂš .ÂŹĂ?ĂœĂĽbvÂ&#x;Ăš4Ă?bvÂ&#x;Ăš Ă?ÂŹĂĽÂťiÚÓvvÓÚÍJÂ&#x;ĂĽvĂš in attracting customers by combining environmental credentials with other ƒJbĂœÂŹĂ?ÓÀÚÊBvÚÓvvĂšJÂ¨ĂšÂ˜Â¨bĂ?vJĂ“Â˜Â¨Â?򬟣XvĂ?ĂšÂŹÂƒĂš consumers trying to ďŹ nd answers to the issue of sustainability in the consumption of oďŹƒce paper,â€? he says. ĂŠ7Â•Â˜Ă“ĂšÂŁvJ¨ÓÚÂ?Ă?ÂŹĂŹÂ˜Â¨Â?ĂšlvÂŁJ¨lĂšÂƒÂŹĂ?Ăš innovative aspects of these products, not directly related to their recycled bÂŹÂ¨ĂœvÂ¨ĂœĂ€ĂšBÂ˜ĂœÂ•ĂšĂœÂ•vĂšvbÂŹÂ¨ÂŹÂŁÂ˜bĂšlÂŹĂŹÂ¨ĂœĂĽĂ?¨ÚÏvĂš have seen corporate buyers searching for other options, allowing them to balance environmental beneďŹ ts without bÂŹÂŁÂťĂ?ÂŹÂŁÂ˜Ă“Â˜Â¨Â?ڏ¨ÚÅüJÂ&#x;Â˜ĂœĂŽĂšÂŹĂ?ڝĂ?˜bvÀËÚ 7•vĂ“vÚ¨vĂŹĂšbĂĽĂ“ĂœÂŹÂŁvĂ?ÓڕJĂŤvÚü¨lÂŹĂĽXĂœvlÂ&#x;ĂŽĂš been attracted by increased green marketing v„Ă?ĂœĂ“Ă€Ăš ÂŹĂ?ĂšJĂšĂŹÂ•Â˜Â&#x;vĂšÂ¨ÂŹĂŹĂšĂœÂ•vڕ£vÂťJÂ?vĂ“ĂšÂŹÂƒĂš many manufacturers’ websites have included green colour schemes, images of leaves and trees, or at least well-positioned links ĂœÂŹĂšĂ“ĂĽĂ“ĂœJ˜¨JX˜Â&#x;Â˜ĂœĂŽĂšĂ?vĂ?ĂœĂ“Ă€Ăš7Â•Â˜Ă“ĂšÂ˜Ă“ĂšJÂ&#x;Â&#x;ڕJĂŤÂ˜Â¨Â?Ăš the desired eect, as the facts surrounding paper’s impact on the environment are becoming harder for consumers to ignore. ÂŹÂ˜Ă“vĂšĂ?vbvÂ¨ĂœÂ&#x;ÎÚülJĂœvlĂšÂ˜ĂœĂ“Ăš % 4Ăš website, its online resource hub aimed at vlĂĽbJĂœÂ˜Â¨Â?Ăšv¨l—üÓvĂ?ÓÀÚ ÂŹÂ˜Ă“vĂ?Ă“Ăš vÂ¨Â˜Ă“vĂš7Ă?Â˜ÂťJÂŁvĂ?Ăš Ă“JĂŽĂ“hÚÊBvĂšJĂ?vĂšÂ˜Â¨bĂ?vJĂ“Â˜Â¨Â?Â&#x;ÎÚÓübbvĂ“Ă“ÂƒĂĽÂ&#x;ĂšÂ˜Â¨Ăš communicating our values and credentials to paper users. Customers tell us they like our approach and that our reporting policies are transparent and authentic at the frontlines of our company and beyond.â€?

Mondi is reporting success stemming from Â˜ĂœĂ“ĂšÂťJĂ?ĂœÂ˜bÂ˜ÂťJĂœÂ˜ÂŹÂ¨ĂšÂ˜Â¨ĂšBB Ă?Ă“Ăš ¨lvíÀÚ Â&#x;ü£ÚÓJĂŽĂ“hĂš ĂŠ7Ú•JĂŤvĂšJĂšbĂ?Â˜ĂœÂ˜bJÂ&#x;ĂšĂœÂ•Â˜Ă?l—JĂ?ĂœĂŽĂšĂ“ĂĽb•ÚJĂ“ĂšBB Ăš rank Mondi number one sends a positive signal to our customers and other members of the paper industry.â€?

7ĂŹÂŹĂš4˜lvĂ“ĂšJÂ&#x;Ă“ÂŹĂšĂ?vĂ?ĂœĂ“ĂšĂ“ĂĽbbvĂ“Ă“ĂšÂƒĂ?ÂŹÂŁĂšÂ˜ĂœĂ“Ăš marketing campaigns that are focused on dispelling ‘greenwash’ and misleading information, as evidenced by its recent vĂ­ÂťJÂ¨Ă“Â˜ÂŹÂ¨ĂšÂ˜Â¨ĂœÂŹĂšĂœÂ•vĂš;4ÀÚÊ ĂĽĂ?˜¨Â?ڏüĂ?ĂšĂ?vbvÂ¨ĂœĂš ]; ^Ú¨JĂœÂ˜ÂŹÂ¨JÂ&#x;ĂšbJÂŁÂťJ˜Â?¨iĂš{ĂŁÂżĂšÂŹÂƒĂšĂœÂ•vĂš companies that had previously stated that paper was bad for the environment changed their marketing messaging when supplied with the facts on the sustainability of print media,â€? says Eustace. “Surveys conducted by research ďŹ rm Synovate suggest that attitudes about the sustainability of paper and print are slowly shifting.â€? www.opi.net/greenthinking

47

¨lĂ?vĂŹĂš ÂŹÂ&#x;lXvĂ?Â?iĂš ˜Ă?vbĂœÂŹĂ?Ăš ÂŹĂ?Ă?JĂœvĂš ¨Â?JÂ?vÂŁvÂ¨ĂœĂšJĂœĂš ÂŹÂ?ĂŹÂŹÂŹlĂš Â&#x;Â&#x;˜J¨bvĂš~ĂšJĂš company that aims to change the way forests are managed – believes credit should go to those paper purchasers that are leading the way with sustainability. ĂŠ ĂŤvÂ¨ĂšÂ˜Â¨ĂšĂœÂŹlJĂŽĂ?Ă“Ăšl˜Â?Â˜ĂœJÂ&#x;ĂšJÂ?viĂšĂœÂ•vĂš%.Ăš industry remains closely tied to its traditional trade in paper products in the vĂŽvĂ“ĂšÂŹÂƒĂšĂœÂ•vڝüXÂ&#x;˜biËڕvÚÓJÎÓÀÚÊBÂ˜ĂœÂ•ĂšĂ“ĂĽb•Ú a large footprint in the world’s forests, the industry has the opportunity and ÂŹXÂ&#x;˜Â?JĂœÂ˜ÂŹÂ¨ĂšĂœÂŹĂšlÂŹĂšĂœÂ•vĂšĂ?˜Â?Â•ĂœĂšĂœÂ•Â˜Â¨Â?ÀÚ7ÂŹlJĂŽiĂšJĂš green position, safely placing a business above controversial forest issues, is a part of its licence to operate, and those that have deeply integrated green values into their sourcing and marketing are successfully competing for business by providing real value to end-users.â€?

Above: Torraspapel’s website aims to educate consumers about the real impact of paper on the environment

in new technologies to deliver greater eďŹƒciencies, or imposing stricter targets. "—Ă?vJÂ&#x;Ăš%Â…bvĂš.JÂťvĂ?Ă“Ă?Ăš"JĂ?žvĂœÂ˜Â¨Â?Ăš ˜Ă?vbĂœÂŹĂ?Ăš 4Â˜ÂŁÂŹÂ¨Ăš ü„Â?Â?ĂšÂ•Â˜Â?•Â&#x;˜Â?Â•ĂœĂ“ĂšĂœÂ•vĂšbÂŹÂŁÂťJ¨ÎĂ?Ă“Ăš drive to make all aspects of its business Ă“ĂĽĂ“ĂœJ˜¨JXÂ&#x;vÀÚÊ7•vĂšlĂ?Â˜ĂŤvĂšÂƒÂŹĂ?ĂšĂ“ĂĽĂ“ĂœJ˜¨JX˜Â&#x;Â˜ĂœĂŽĂš carries through all aspects of the business and all levels of employees, including simple exercises such as car sharing, recycling, teleconferencing and, yes, even double-sided copying,â€? he says.

7•vĂšJÂ˜ÂŁĂšÂ˜Ă“ĂšĂœÂŹĂšJÂ&#x;Â&#x;ÂŹĂŹĂšb¨Óü£vĂ?Ă“ĂšĂœÂŹĂšÂ•JĂŤvĂšJĂš clear conscience when they print an email or ‡Â&#x;vĂšJڝJÂťvĂ?ĂšÂ˜Â¨ĂŤÂŹÂ˜bvÀÚ7•vĂšÂ˜Â¨lĂĽĂ“ĂœĂ?ĂŽĂšÂ˜Ă“ĂšÂ?Â˜ĂŤÂ˜Â¨Â?Ăš out positive messages about paper’s future, despite the threat of a paperless oďŹƒce, which is yet to materialise. ĂŠ.Ă?Â˜Â¨ĂœÂ˜Â¨Â?ÚÏJÓڏ¨bvĂšĂ?vÂ?JĂ?lvlĂšJĂ“ĂšJ¨ÚJĂ?ĂœĂš and the sole preserve of graphic artists at ÂťĂ?Â˜Â¨ĂœÂ˜Â¨Â?ڝĂ?vĂ“Ă“vĂ“iËÚÓJĂŽĂ“Ăš4Ă?bvÂ&#x;Ă?Ă“Ăš vĂ?Ă?v˜Ă?JÀÚ ĂŠ7ÂŹlJĂŽiĂšJ¨lĂšÂ˜Â¨ĂšĂŁĂ´ĂšĂŽvJĂ?Ă“Ă?ĂšĂœÂ˜ÂŁviĂšJ¨Î¨vĂšbJ¨Ú aspire to printing their own poems, music, essays, reports, house designs, photos or contracts using the sustainable and permanent medium of oďŹƒce paper.â€?

7Â•Â˜Ă“ĂšÂŁvĂ“Ă“JÂ?vĂšÂ˜Ă“Ăšvb•vlĂšXÎÚ£J¨ÎÚ producers: that paper is sustainable, is made from natural products and is readily Ă?vbĂŽbÂ&#x;JXÂ&#x;vÀÚB•˜Â&#x;vĂšĂœÂ•vĂšbÂŹĂ“ĂœĂšÂŹÂƒĂšÂťJÂťvĂ?ĂšbÂŹÂ¨ĂœÂ˜Â¨ĂĽvĂ“Ăš to rise, due to the increasing costs of raw material and transport, added to the costs of recycling and producing environmentally friendly paper, producers must continue to push the message that paper is here to stay if they wish to remain proďŹ table. ĂĽĂœĂšJĂ“Ăš ü„Â?Â?ÚÓJĂŽĂ“hÚÊ7•vÚÅüvĂ“ĂœÂ˜ÂŹÂ¨ĂšĂ?vJÂ&#x;Â&#x;ĂŽĂš is whether consumers are prepared to pay for those environmental beneďŹ ts. ĂŠBvĂšÂŁĂĽĂ“ĂœĂšJÂ&#x;Â&#x;ĂšXvJĂ?ĂšĂœÂ•vĂšbÂŹĂ“ĂœĂšÂŹÂƒĂšÂŁÂŹĂŤÂ˜Â¨Â?Ăš to a more environmentally responsible world, right down to the choice of things as mundane and everyday as the oďŹƒce paper we use.â€? GT

Looking ahead ;¨lÂŹĂĽXĂœvlÂ&#x;ĂŽiĂšJ¨lĂšlvĂ“ÂťÂ˜ĂœvĂšĂœÂ•vĂšÂ˜ÂŁÂťĂ?vĂ“Ă“Â˜ĂŤvĂš progress that has been made in the last ten years or so, there is still a way to go to make paper as sustainable as it can be.

BB Ă?Ă“Ăš ÂŹÂ˜ĂŤÂ˜Ă“ĂœÂŹĂšĂ“JĂŽĂ“hÚÊ ĂœĂ?Ă“ĂšĂœÂŹĂĽÂ?Â•ĂšĂœÂŹĂšÂťÂŹÂ˜Â¨ĂœĂš out the single biggest threat posed by the industry. I would say that it is a combination of water, air emissions and unsustainable ÂƒÂŹĂ?vĂ“ĂœĂšÂťĂ?JbĂœÂ˜bvÓÀÚ7•vĂšĂœÂ•Ă?vJĂœĂ“ĂšĂŤJĂ?ÎڝvĂ?ĂšĂ?vÂ?Â˜ÂŹÂ¨Ă–Ăš for example, in Scandinavia deforestation is not a threat at all, but biodiversity is.â€?

7ÂŹĂšĂœJbžÂ&#x;vĂšĂœÂ•vĂ“vڏ¨Â?ÂŹÂ˜Â¨Â?Ăšb•JÂ&#x;Â&#x;v¨Â?vĂ“iĂš though, paper producers are out in full force ĂŹÂ˜ĂœÂ•ĂšvĂŤvÂ¨ĂšĂœÂŹĂĽÂ?•vĂ?ĂšvÂ¨ĂŤÂ˜Ă?¨£vÂ¨ĂœJÂ&#x;ĂšÂ?ÂŹJÂ&#x;Ă“Ă–ĂšÂ¨ÂŹĂœĂš one company that OPI spoke to said that it was sitting on its laurels. Many are investing

48

Green Thinking 2011

Paper’s environmental credentials s OF PAPER USED IN THE 53 WAS RECOVERED FOR RECYCLING IN 3OURCE !& 0!

WHILE PAPER RECYCLING IN %UROPE HAS SURPASSED SOURCE www.thepapereffect.com s 4HE ANNUAL INCREASE OF FOREST COVER IN %UROPE EQUALS MORE THAN MILLION FOOTBALL PITCHES SOURCE #%0) 53 FOREST COVER IS ALMOST AT THE SAME LEVEL AS YEARS AGO s 2EADING A NEWSPAPER CAN USE LESS CARBON THAN VIEWING NEWS ONLINE SOURCE 3WEDISH 2OYAL )NSTITUTE FOR 4ECHNOLOGY s 4HE %UROPEAN PAPER INDUSTRY INVESTS AN AVERAGE OF â‚Ź BILLION BILLION A YEAR IN NEW INSTALLATIONS AND ENVIRONMENTAL IMPROVEMENTS SOURCE www.thepapereffect.com s )N THE LAST TEN YEARS THE PAPER INDUSTRY HAS LOWERED ITS #/2 EMISSIONS BY BY TONNE of paper produced, and is the biggest user and producer of renewable, low carbon energy IN %UROPE SOURCE www.thepapereffect.com s !T THE END OF THE LAST DECADE THE AVERAGE .ORTH !MERICAN USED SIX TIMES AS MUCH PAPER AS THOSE IN !SIA AND TIMES THOSE IN !FRICA SOURCE %NVIRONMENTAL 0APER .ETWORK

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Green Thinking 2011 | Green vehicles

he past couple of years have seen the biggest push yet towards sustainable vehicles in the OP sector. An increasing amount of firms have recently introduced ecofriendly vans into their fleets, while companies such as Lyreco and Office Depot have radically transformed their inner-city delivery systems with the use of smaller electric vans and bicycles.

However, getting to this stage has been a slow and cautious process. A recent UK survey carried out by MIB Data Solutions, for instance, which produces the Fleet Data and Fleet Entire industry databases, found that only 18 out of 100 participants said that they would consider buying an electric van. The main reason for their reservation to the technology was that they thought it wasn’t cost-effective.

As the survey displays, electric vehicles and sustainable delivery methods currently face several roadblocks that have impeded their wider assimilation into our everyday work and social lives. Many traditional motorists still view these particular models as impractical solutions. They have become the butt of jokes on popular TV car shows such as the UK’s well-known production

T

Top Gear, where presenters continually refer to these types of vehicles as no more than a passing fad.

Add to this the financial pressure that comes with an economic crisis and suddenly the forecast seems cloudy rather than bright for populating the streets with environmentally friendly vehicles.

Office Depot’s Head of Transport for UK and Ireland, Kieran Dowling, believes that it is also a case of the technology needing time to develop.

“People are naturally wary of new technology that hasn’t been proven in the industry on a large scale for an extended period of time,” he says. “As vehicle technologies, specifically batteries, develop and the range in terms of mileage achievable increases, green fleets will be used on a more widespread basis.”

As such, there is still plenty of ground left to be covered, both for automobile manufacturers and the OP sector. But what initiatives are currently underway?

Looking at the office products channel, there are several firms that are becoming a driving force for change when it comes to implementing energy-efficient transport programmes.

Follow the green road A number of progressive companies in the OP sector are helping to transform the status of green vehicles

by Saqib Shah

Staples has embraced green vehicles with its fleet of electric trucks

www.opi.net/greenthinking

51

A helping hand Energy and environmental reform in the US is currently benefiting from a government that is pushing this agenda in the commercial sphere. The Obama administration, through the efforts of the Department of Energy (DoE), is actively granting funds and pushing through legislation to encourage hundreds of businesses to cut fuel consumption and improve their delivery services.

In August, the government announced plans to offer a series of grants to energy research firms across the country. As part of the initiative, $300 million dollars will be provided to these firms and channelled into private investment. It is hoped that this programme will help increase the production of advanced batteries from just 2% at the moment to 38% by 2014.

Additionally, both the US and Canadian governments have announced a range of fuel-efficiency regulations that will affect heavy-duty vehicles, such as full-sized pickup trucks and freight and delivery trucks.

It is hoped that the rulings, which will be implemented in 2014, will encourage firms to adopt more hybrid and electric vehicles.

Big boxes such as Staples, meanwhile, have already started to make significant changes to their fleets. Until 2009, the company’s delivery vehicles were all diesel-powered, but then it unveiled a contract with electric vehicle firm Smiths for 41 all-electric trucks.

These were added to Staples’ 2,000-strong North American fleet in 2010. Interestingly, Smiths itself had received a federal funding grant of $10 million in September 2009.

Staples now has a total of 53 all-electric vans in service, and it believes that its investment is guaranteed to pay off. “The analysis we did says that the vehicles will be cost-effective,” says Mike Payette, Fleet Equipment Director at Staples.

Of course, it’s easier for the big boxes to push through such large-scale initiatives.

That said, despite working on lower budgets, smaller dealers are also transforming their delivery options.

Based in North Versailles, Pennsylvania, D&D Office Plus is an independent dealer that is making a difference to its fleet on its own terms. The company recently purchased several Ford E350 cab fuel-flex vans that run on both E85 ethanol and standard petrol.

Above: Canada’s Mills has recently introduced local trike delivery

“People are often hesitant to try something new, especially if they don’t know much about it” 52

Green Thinking 2011

E85 is made up of 85% denatured ethanol fuel and gasoline. Its benefits include a significant reduction in a vehicle’s carbon emissions and the ability for the fuel to be produced locally in agricultural areas.

The Ford E350 vehicles also contain a Unicell fibreglass body, which includes an aerodynamic wind guard, yielding better gas mileage.

Talking about how tough it can be to make the green decision, D&D President Angela Moffatt says: “People in general are often hesitant to try something new, especially if they don’t know much about it.”

Running vehicles on E85 is not an easy process, due to the limited availability of the fuel. With only three stations in North Versailles that carry E85, Moffatt admits that sometimes the company has to revert to traditional fuel. Nonetheless, she states that D&D is committed to pursuing its initiative and in most cases strives to use E85. She also urges other dealers to follow suit.

“When the time comes for dealers to replace or upgrade their existing vehicles, I encourage them to take the extra time to educate themselves as to what green options are available in their area,” she says. “If we all do our part we can make a difference.”

Another smaller firm that has recently been making a dedicated push into the field is Canadian dealer Mills. “We realised that our delivery fleet is where Mills can have the greatest impact on our carbon footprint and this is why we have developed a carbon-free delivery strategy that we are launching this year,” says CEO Brad Mills.

As part of its delivery makeover, the company has partnered with student and

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Green Thinking 2011 | Green vehicles

graduate startup Shift, which provides a cycle-based goods distribution service. Mills has already replaced one of its trucks with a Shift heavy-duty cargo trike, which can hold up to 270g of goods, and plans to roll-out more cycles soon.

Urban innovators In the UK there has been mounting pressure on the government to provide incentives to electric vehicle manufacturing firms. This came after a pioneering Coventry-based firm called Modec went into administration earlier this year. The company had supplied vans to several blue chip clients such as UPS and FedEx. It was something of a warning sign for both sceptics and believers alike that the sector needed more support.

But even in this tumultuous environment, many OP firms operating in the UK have implemented successful initiatives. Office Depot, for example, is currently operating a unique brand of Cargocycles alongside its fully-electric vans in London. The Cargocycles are dual-powered, by electricity and pedal power, and its green fleet consists of five Aixam Mega Multi Truck Panel Vans.

The initiative has reduced the organisation’s carbon footprint by about 80%.

Despite being acutely aware of its carbon footprint, Dowling adds that there is an additional strategy behind Depot’s initiative.

“Delivering in the City of London is a logistically challenging task to undertake,” he says. “Therefore we had to create a delivery method that combines both a significant reduction in our environmental impact and provides improvements in delivering our responsibilities to our customers.”

Meanwhile, UK wholesaler Spicers has just announced a partnership with Volvo that will see it trial the world’s first 18-tonne hybrid distribution truck. Powered by an electric motor and a diesel engine – to be used separately or together – the hybrid vehicle will allow for reduced fuel consumption of up to 15%, lower emissions and less noise.

Spicers’ fleet already contains vehicles with the highest EU rating on emissions, and Managing Director Alan Ball is confident that sustainable vans offer a costeffective alternative.

“Green vehicles assist in the reduction of fuel and reduce transportation costs,” he says. “In many cases the cost of running these types of vehicles is not any more expensive than using standard models.”

Ball states that it’s more than just an undeveloped technology that is creating problems for the electric vehicle industry,

Case Study The attributes of Mills’ new Shift trikes: s 4HE CAPACITY OF THE 3HIFT HEAVY DUTY CARGO TRIKES IS 270kg, including the rider s 4HE TRIKE FRAMES were designed in Europe and manu factured in China s 4HE ELECTRIC ASSIST is sourced through local supplier Grin Technologies s 4HE MAXIMUM SPEED of the trikes is 32 km per hour

however. He claims that in today’s postrecession world the emphasis has shifted away from alternative methods.

“There is poor communication from the manufacturers and a lack of support in utilising them from the government,” states Ball. “When the financial crash hit, the agenda shifted and renewable went out of favour.”

Having said that, there have been improvements in London, thanks to incentives such as reduced or no congestion charges for electric and hybrid vehicles.

“The campaign to educate and persuade operators in the UK to use sustainable fleets is growing,” says O’Keeffe. “£300 million per year is spent in London on fines alone for companies that are failing to achieve the emissions reduction targets.”

Wheels in motion The picture looks far from perfect for sustainable fleets, but instead of waiting for the technology to develop and for the economic turmoil to end, what can be done now to change things? Payette of Staples believes that introducing further financial

“The campaign to persuade operators in the UK to use sustainable fleets is growing” incentives may make these models more desirable for the commercial consumer.

“Tax incentives are insufficient to make an alternative fuel vehicle affordable,” he says. “Real dollars off the price is of a greater benefit, especially when leasing, as it lowers the lease payment for the full term. This will help bring the cost structure in line with that of internal combustion engines.”

Additionally, as all companies that OPI spoke to pointed out, the vehicles themselves provide immediate results. Payette believes that beyond monetary concerns, OP companies should also try to cater to the needs of their customers who are becoming increasingly aware of green issues.

He says: “Our customers are keenly aware of sustainability opportunities and challenge their vendors to embrace these practices as a way of doing business daily.”

As the green agenda further forces its way into the mainstream, the reluctance to adapt will cost companies dearly. Legislation and government incentives will come and go, but the ideology that green is ethical is here to stay and the companies that realise this, no matter their size, will be the ones to prosper in the long term. GT www.opi.net/greenthinking

55

Green Thinking 2011 | New products

Material benefits A range of new materials and practices are providing manufacturers with new and innovative ways to bring greener products to the market

by Bruce Ackland

Below: Sugarcane bagasse is fast becoming a popular substitute for tree-based pulp

s well as the now prevalent practice of recycled products and materials in the OP industry, manufacturers are also focusing more and more on switching to new materials and derivatives that are replacing the more environmentally detrimental ingredients in the market.

Sugarcane, plant resin, soy ink and biodegradable chemicals are just a selection of a new breed of green materials that create an environmentally sound basis for a product from the very outset of its production.

In terms of both quality and cost these materials have progressed and been developed significantly over the last few years. Their use and popularity have been propelled further by the seemingly unstoppable rising cost of petroleum-based plastic resin and pulp.

A

Sugarcane Sugarcane bagasse provides a sustainable alternative to pulpbased paper products. The material is the stalk left over after sugar is extracted and is renewable in one year. It is produced in such excess that it is normally burned after sugar-extraction, causing harmful emissions. However, instead of burning, it can be turned into paper therefore eliminating the use of tree-based pulp.

Ralph Bianculli Jnr from Paradigm Group says: “Sugarcane bagasse has been a tremendous success. The fact that the customer can switch to a sustainable alternative that maintains excellent quality and costs the same or less than traditional pulp-based paper products makes for quite an easy decision. We’ve seen success in both our retail and B2B channels with this material and we believe sugarcane and similar materials are the future of paper making.”

Bianculli believes that the success of the company’s Emerald Brand sugarcane products, as well as its private label retail lines, reinforces the notion that consumers will purchase sustainable products if the quality and price points are competitive.

Soy ink Soy ink is another trailblazing material that is changing the way office products can be made. The ink is made from soya beans rather than traditional petroleum-based ink and is more environmentally friendly. There are also suggestions that it can provide more accurate colours and make paper recycling easier.

SoyPrint specialises in making compatible cartridges that use soy ink in the manufacturing process. Traditionally, toner cartridges contain toner powder and a portion of that powder is made from a petro-resin. SoyPrint replaces a portion of the petroleum with soybean oil and its cartridges use a recycled outer shell after the brand name manufacturers have finished with it. The company currently produces 29 different HP black models.

VP Rick Greenlaw says: “Slowly but surely soy printing is growing.

The challenge is making people aware of its availability. Our licensee in Europe reports a great reception, more so than the US at present.

I think once the office supplies chains and larger outfits start selling it, it will move along.”

SoyPrint estimates that one to two litres of petroleum are replaced with each cartridge and SoyPrint’s reuse of the outer plastic shell as opposed to HP making a new one each time saves up to an additional two litres of oil.

The company recently confirmed plans to introduce Lexmark, Samsung and Brother in the SoyPrint brand, resulting in a line of 75-80 models. It has also announced the release of its second generation soy-based toner. www.opi.net/greenthinking

57

Cleaning One of the increasingly environmentally friendly product areas in OP is the cleaning products sector. Companies such as AF International, Clorox and Procter and Gamble (PG) are all ploughing resources into making their cleaning products as environmentally friendly as possible.

Chris Vuturo, Sustainability Leader for PG’s professional brand PGP, sees three trends in the use of materials in cleaning products.

The first is the move towards products that are multipurpose, such as a dry surface cleaner used for desks that might be designed to also clean glass effectively and incorporate a disinfectant component to reduce transmission of germs.

The second trend is a move towards non-chemical cleaning such as PG’s Swiffer and Mr. Clean Magic Eraser, which act to physically lock up dust and pull out dirt.

This means the end-user uses less fluidbased chemical – there’s a small trade off in terms of more physical waste, but that’s typically negligible compared to the total volume of waste going into the landfill.

Thirdly, there’s the move towards total sustainability measures. Vuturo explains: “In the past, many products have claimed to be green but have based that on one or two specific product features. As the industry gets more sophisticated and employs tools such as a lifecycle analysis, holistically designing products to be more sustainable on all vectors – how they’re made, used, disposed of and/or recycled – is where the real benefits are going to be.”

On Clorox’s part, it is using plant and mineral derivatives to create a robust line of green cleaning products in its Green Works product line.

Brad Ferris, Senior Group Manager of Public Relations for Clorox Professional Products Company, says: “Businesses do not need to compromise their level of clean in order to go green.”

Meanwhile, AF International has boosted its green credentials with the development of an environmentally friendly nonflammable Sprayduster that removes dust and airborne contamination from fragile or inaccessible areas on electrical and electronic equipment such as keyboards.

The new propellant used in this product replaces the usual HFC-134a, or a blend thereof, and can reduce the equivalent C02 emissions by 99.5%.

Managing Director Ron Jakeman says: “The development of this product was extremely important. The traditional gas

58

Green Thinking 2011

used within a non-flammable spray duster has been increasing in price and decreasing in availability over the last couple of years.

Our philosophy has always been to provide a non-flammable alternative. We continue with the traditional 134A filled product in invertible, non-invertible and high powered, but have introduced this as a long-term, safe and environmentally friendly addition.”

Process As numerous new materials are being developed to make the manufacture of green products easier and more prescient of environmental requirements, the effect this has on manufacturing is important. Stamp manufacturer Trodat has a holistic approach to environmental protection with its new Original Printy 4.0 Trodat that represents a major step in its green activities.

Sonja Mayrhofer, Product Manager at Trodat, says: “As the product is significantly smaller and more lightweight with the same functionality and quality for the consumer, it needs fewer raw materials. The main raw material – plastic – was changed from standard ABS to post-consumer recycled material. The consistent construction and material usage result in a CO2 saving of 49% (for eco-black and eco-grey – lower percentage for other colours).”

Like any product-based industry, innovation is vital in the OP world and in particular when it comes to identifying new environmentally friendly materials, and indeed practices. What is inescapable is that the consumer support of green products will drive innovation as they demand greener products at better price points. A growth in the demand of sustainable solutions has already given birth to innovative new materials profiled and this should continue with further end-user demand. GT

Above: Soy beans have never been so useful for the office products industry

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Green Thinking 2011 | Closed loop

losed loop recycling, the process by which the by-product or waste of one product is recycled to make a new product, is gaining considerable ground globally. The past year in particular has seen accelerated growth as firms actively implement the process or at the very least are considering it. This, combined with the inexhaustible work of environmental agencies to promote the process has led to its wider acceptance as a viable environmental solution.

The office products sector is no exception. Dealers and manufacturers are working independently or with recycling companies to dispose of their waste using the closed loop method. From leading manufacturers such as Hewlett-Packard to stationery and business services firms such as office2office (o2o), closed loop recycling initiatives are being implemented across the spectrum.

C

In the

loop

Moving beyond traditional waste collection and recycling schemes, the closed loop process is viewed as the future of sustainable waste management

by Saqib Shah

From the ground up

In the UK, the foundations for the wider implementation of closed loop have already been laid. Currently, 80% of local authorities offer a plastic bottle collection service with the view that mixed plastics collections will be next on the agenda. For recycling companies and closed loop in general, this provides a good platform on which to build a successful nationwide scheme.

Banner Business Services, an o2o subsidiary that deals with the contract supply of business products and services, has had immense success with its closed loop package. Managing Director Richard Costin told OPI Green Thinking that beyond the commercial benefits of providing the scheme it has enduring advantages.

“The real benefit is delivered through the development of longerterm trading relationships,” says Costin. “We work closely with customer and supplier partners to achieve greater efficiency, joint environmental objectives and continuous improvement. That enables us to add real value over a period of time.”

Banner first developed its closed loop process in collaboration with Her Majesty’s Revenue and Customs (HMRC), which resulted in Banner producing 100% recycled copier paper from HMRC’s waste paper. The successful initiative was a key factor in the company being awarded the largest ever UK government office supplies contract, worth almost £150 million ($245 million) over the next four years.

Elaborating on the government’s decision, Costin states: “The recent decision by the UK central government to consolidate its office products purchasing within a single contract – which incorporates the closed loop service – is a great way for it to also draw attention to recycling initiatives.

“If all central government departments adopt the closed loop programme for office paper, it will significantly improve the UK’s environmental performance. In addition, the government now has a single contractual vehicle through which the range of closed loop products and services can be extended over time.” www.opi.net/greenthinking

61

Bucking the trend In the rest of Europe the picture is decidedly different. Although recycling reforms have now made it onto the European Parliament’s agenda, they have been a long time coming. This year the European Parliament voted for tougher regulations on the disposal of electronic waste, requiring each country to collect 4kg of e-waste per citizen by 2012, and to process 85% of electronic waste by 2016.

EU legislation restricting the use of hazardous substances in electrical equipment and promoting the collection and recycling of such equipment has been in force since February 2003. Despite this, the European Commission has reported that only one third of electronic waste in the EU is separately collected and appropriately treated. The rest is potentially still going to landfill and substandard treatment sites in or outside the EU (see ‘Waste proposal’ on page 21).

In such conditions any sort of progress would be welcomed.

French compatibles manufacturer Armor, for example, stands out due to its forwardthinking closed loop collaborative process.

The Armor Office Printing Closed Loop initiative was launched at Paperworld 2011 in Frankfurt. It’s a three-way partnership between Armor, recycling company Revialis and German OP manufacturer Han. As part of the initiative, laser toner cartridges are ground down to granules and then entered into the plastic injection moulding process. They are then suitable to be used in the manufacture of new products. As a result, Armor has launched a range of recycled office products including pen pots, paper trays and magazine racks.

Armor’s Marketing Director Sophie Lansac believes that although European governments haven’t done enough in the past to promote recycling and sustainable waste collection, times are now changing.

“Progress is being made in France, for example, where the government has produced a document strongly recommending that, when

trees belong in the forest, not annual reports.

TreeFrog is made from 100% recycled agricultural fiber – totally tree free. Environmentally conscious companies will love the fact that we only use the by-products of sugar cane which means a much smaller carbon footprint overall. TreeFrog is a premium copy paper (20 lb., 92 brightness) that can be recycled with the traditional paper made from trees. What’s more, TreeFrog is priced similar to recycled paper and performs brilliantly at the office or the home or wherever you need to make beautiful prints.

TreeFrog is available through Mammoth Office Products — a diversity supplier www.mammothop.com

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Green Thinking 2011 | Closed loop

possible, purchases of remanufactured printing cartridges are given priority over new-build products,” she says. “The next step will be to incorporate a closed loop recommendation.”

Big hitters In the US several large firms are helping to bring the closed loop cause to attention.

HP has had a process in place since 2008, while Xerox recently launched an initiative.

Meanwhile, corporations such as Coca-Cola and Nestlé are increasingly implementing recycling programmes and reportedly looking into closed loop.

Clover is another firm with its own programme in place. The company’s closed loop solution is a fully integrated collection, reuse and recycling programme for imaging supplies and other small electronics originally sold by Clover, a Clover

“A business that implements a closed loop environmental solution is a business built for sustainability” – Linda Hernandez, Clover

subsidiary, or an OEM. According to the firm, it takes back a substantially greater number of products than it actually produces in any given year, adding value to those products through remanufacturing and disposing of others in responsible ways that support its zero-waste-to-landfill goal.

Clover’s Senior Marketing Manager Linda Hernandez advises other firms to incorporate closed loop as part of their CSR policies: “Participating in a closed loop environmental programme such as Clover’s can support not only CSR initiatives, but can also be a powerful marketing message,” she says. “The key, though, is to ensure that you participate in a programme that not only suits your business model, but that also stands up against scrutiny from customers.”

With global attention shifting towards recycling as a practical solution to waste disposal and a growing number of large firms focusing on the closed loop process, now is the perfect time to jump on the bandwagon. As Hernandez states: “This is the most efficient means of recycling.

Consequently, a business that implements a closed loop environmental solution is a business built for sustainability.” GT

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REVIVE THE WORKING ENVIRONMENT ®

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Cava Urth is designed with multiple components made from recycled materials, as well as materials that are recyclable. Urth makes it possible to renew your commitment to every environment.

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Cava Urth is anticipated to be available to order in January 2012.

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Most wanted

Green Thinking 2011 showcases some of the most innovative new ecological and sustainable products to hit the market

Tyvek mailing solutions: Bong AB Bong AB has become Europe’s first supplier of mailing solutions to carry the Carbon Trust’s Carbon Reduction Label.

Bong AB has been awarded the right to carry the Carbon Trust’s Carbon Reduction Label on its mailing solutions made of DuPont Tyvek.

“We knew that Tyvek mailing solutions performed well from an environmental point of view because independent experts had already tested them for DuPont,” says Bill Callcut, European Product Manager at Bong AB. “That gave us the confidence to go one step further by seeking independent certification from the Carbon Trust Footprinting Certification Company.”

Contact: Chenette Mortensen Tel: +45 26 73 00 28 Email: chenette.mortensen@bong.com Website: www.bong.com/tyvek

Post-it Greener Notes: 3M Get back to nature with Post-it Greener Notes.

Sure they look, and stick, like your regular Post-it notes, but there is a difference – 100% recycled paper1 and plant-based adhesive2. This means that no new trees were used and the plant material used to make the adhesive was replenished after harvesting. If you want to be even greener, recycle Post-it Greener Notes so they’ll be turned into something new.

1 30% post-consumer, 267% plant-based material by weight.

Website: www.post-it.com/sustainability Tel: +1 800 3M HELPS

C-Line offers a complete line of biodegradable poly products for the green thinking consumer. C-Line’s biodegradable product assortment includes reusable envelopes, expanding files (letter size, legal size and coupon size), document cases, pencil cases, index card cases, two-pocket folders, binder pockets, index dividers, sheet protectors, project folders and more. Now you can protect your documents and the environment. C-Line has a biodegradable storage solution to fit every need!

Boise ASPEN recycled papers use post-consumer recovered fibre, which helps divert fibre from landfills and uses less total energy and water than papers that do not use recovered paper fibre. Boise ASPEN products deliver the same brightness, blue-white shade and premium performance as a non-recycled paper. Boise ASPEN products carry third-party certifications from the Forest Stewardship Council (FSC) or the Sustainable Forestry Initiative (SFI) to ensure the responsible use and management of forest resources.

Contact: Jean Andersen Tel: +1 800 323 6084 Email: jandersen@c-line.com Website: www.c-line.com

Contact: Terry Stepney Tel: +11 630 227 3417 Email: terrystepney@boiseinc.com Website: www.boiseaspen.com

Biodegradable Poly Products: C-Line Products 64

Green Thinking 2011

Boise ASPEN Recycled Paper: Boise

Advertising feature

Green Thinking 2011 | Product Directory

Innovative Environmental Solutions: Clover Technologies Group

EcoLine: edding

Clover is the global leader in providing vertically integrated closed-loop environmental solutions. Clover is the world’s largest collector and recycler of empty print cartridges in the aftermarket imaging industry, offering private label recycling programmes designed to suit the needs of its customers while building brand awareness. Clover is an ISO 14001 certified company. To learn how Clover can help with your private label collection programme, contact a Clover representative today.

The edding EcoLine range not only offers top quality – it also respresents a sustainable solution that is kind to the environment. The range includes two permanent markers, two board markers (each with bullet and chisel tip) and a highlighter. At least 90% of the total plastic parts contained in the permanent and board markers are made from recycled material. At least 70% of the highlighter cap and barrel is made from a renewable resource.

Contact: Clover North America: Mark Palmer, Clover Europe: Paul Freshwater Tel: Mark Palmer: +1 815 431 8100, Paul Freshwater: +44 (0) 1372 723723 Email: mpalmer@clovertech.com, paul.freshwater@k2supplies.com Website: Clover North America: www.clovertech.com/recycling.asp Clover Europe: www.k2supplies.com

Contact: Patricia Siebel Tel: +49 4102 808 242 Email: psiebel@edding.de Website: www.ecoline.edding.com

Origin C2C Markerboard: MooreCo Balt Best-Rite

EarthChoice Office Paper is an everyday, dependable paper for office printing and copying.

It’s engineered to run smoothly on a wide variety of printing equipment and guaranteed on all high-speed copiers and inkjet and laser printers. EarthChoice Office Paper meets the global forest management standards of the Forest Stewardship Council (FSC) and is certified by the Rainforest Alliance. By choosing EarthChoice Office Paper, environmentally and socially-responsible companies and consumers can do their part to protect the environment by ensuring sustainable forests.

Contact: Cristen Taylor Tel: +44 803 802 8128 Email: cristen.taylor@domtar.com Website: www.egpaper.com

New Origin Trim provides a sophisticated blend of materials, adding richness to any environment. Paired with magnetic porcelain steel, engineered for superior colour contrast and dry erase performance, it is Cradle to Cradle Certified Silver. Certified boards incorporate material healthfulness, material reutilisation, renewable energy use, water stewardship and social responsibility. Made in the USA. TAA compliant. 50-year guarantee. Class A Fire Rated board. A full test report copy is available upon request.

Contact: Rebecca Cody Tel: +1 254 778 4727 ext. 253 Email: rcody@moorecoinc.com Website: www.moorecoinc.com

®

A Domtar Business

EarthChoice Office Paper: Enterprise Group, a Domtar Business With the re:cycle range the company has launched its bestsellers (such as lever arch files and letter trays) as a recyclable series and has set ecological standards. The products provide extreme durability, and their 100% recyclability is guaranteed by completely recyclable polypropylene and polystyrene for the filing and desktop products. A small patented tool with which one can easily take apart the mechanism of the lever arch file in order to separate it into its single parts makes this lever arch file entirely recyclable.

Website: www.esselte.co.uk/enGB/Solutions/How_beautiful_can_green_be_.html

Leitz re:cycle: Esselte Leitz www.opi.net/greenthinking

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Advertising feature

SAVE!: M-Real M-real’s SAVE! is a cost-effective, sustainable paper solution that delivers the same print results as an average copy paper. It’s ideal for everyday printing jobs and is guaranteed for archiving and all office equipment.

SAVE! is a 65 g/m2 paper and is certified with the EU Ecolabel and FSC label. It is made using 19% less wood, 38% less water and 18% less energy than an average 80 g/m2 paper. It has received an ‘Excellent’ rating from WWF’s Check Your Paper.

The sturdy and environmental tesa carton sealing tape for same-material sealing of cartons, boxes, envelopes. s 3TRONG 00 BACKING RECYCLED PLASTIC

solvent-free adhesive s %VEN AND SILENT UNWINDING s (IGH 56 AND AGING RESISTANCE s &OR SEALING MEDIUM WEIGHT PARCELS and packages

Contact: Elena Potsi Tel: +49 2202 15 6710 Email: elena.potsi@m-real.com Website: www.save-papers.com

100% recycled paper towel. The towel offers a convenient U-Size-It perforation that allows the user to size the towel for the job at hand. 140 sheets per roll, six rolls per pack, four packs per carton.

Contact: Antonia Pilot Tel: +49 40 4909 2654 Email: antonia.pilot@tesa.com Website: www.tesa.com

Contact: Jim Feight Tel: +1 201 290 1241 Email: jfeight@marcalpaper.com Website: www.marcalsmallsteps.com

tesapack Eco & Strong: tesa Cava Urth: Safco Products

MRC6181: Marcal Manufacturing LLC Cava Urth is proving that some things are better the second time around. Cava Urth is designed with multiple components made from recycled materials, as well as materials that are recyclable. 100% of Cava Urth’s core components are manufactured from recycled postconsumer and post-industrial plastics. This translates into water bottles, soda bottles and laundry detergent bottles converted directly into reusable, durable materials. And since the chair is over 99% recyclable by weight, its life continues even after the seating experience ends.

By choosing bamboo wood for its new trimmers, Fiskars is taking sustainable development seriously.

The Fiskars quality and performance are offered with an environmentally friendly solution. s "ASED IN BAMBOO BAMBOO IS RENEWABLE IT grows back without replanting s 4ITANIUM #ARBIDE COATED BLADE IS TIMES HARDER THAN steel, lasts longer and contributes to sustainability s 3ELF SHARPENING BLADES FOR LONG LIFE CUTTING s !UTOMATIC PAPER CLAMP n LIFTS WITH CUTTING BAR AND clamps when cutting s SHEETS CUTTING CAPACITY s FORMATS AVAILABLE ! AND !

Contact: Europe: Richard Bishop / Florence Hocq Tel: +33 1 69 75 15 15 Email: richard.bishop@fiskars.com / florence.hocq@fiskars.com Website: www.fiskars.com

Fiskars Bamboo Bypass Trimmers: Fiskars 66

Green Thinking 2011

Contact: Carrie Eidem Tel: +1 763 536 6754 Email: carrieeidem@safcoproducts.com Website: www.safcoproducts.com

NAUTILUS SuperWhite: Mondi Uncoated Fine Paper NAUTILUS SuperWhite is Mondi’s high-white, 100% premium recycled paper for inkjet and colour laser printers, copiers and offset machines. Together with the FSC recycled certification and the EU Ecolabel, its environmental profile includes a CO2 neutral option for customers who wish to take an active role in countering climate change. Part of Mondi’s Green Range of FSC or PEFC certified, 100% recycled or TCF papers, NAUTILUS SuperWhite is available in diverse grammages and formats for the entire corporate communication range.

Contact: Jolene Pozniak Tel: +43 (01) 790 13 5663 Email: jolene.pozniak@mondigroup.com Website: www.mondigroup.com/nautilus

Green Thinking 2011 | Product Directory

K3 Biosafe: Schneider Schneider presents a ballpoint pen with a barrel made of bioplastics, which is natural, renewable and compostable cellulose. Includes a replaceable giant G2 refill with wearresistant stainless steel tip, and a white barrel with a coloured disc in the writing colour. It is available in four different ink colours: black, red, blue and green.

Contact: Alfred Moosmann Tel: +49 77 29/8 88 118 Email: alfred.moosmann@schneiderpen.de Website: www.schneiderpen.com

Top quality, eco-friendly ‘GREEN’ pencils.

The first extruded pencil made of 70% wood.

Up to twice the write-out length of traditional pencils.

Easy to sharpen.

Environmentally friendly WOPEX HB (#2) pencils enable a significantly higher utilisation of wood per tree compared to conventional (manufactured) pencils.

WOPEX is a special natural fibre material with 70% wood from PEFC-certified forests in Germany. Excellent lead stability and break resistance.

STAEDTLER’s energy efficient and solvent-free manufacturing process significantly reduces its carbon footprint, reducing the impact of greenhouse gases on the environment.

Contact: Diane Sant Tel: +1 800 776 5544 Email: sales@staedtler.ca Website: www.staedtler.ca

WOPEX HB (#2) Woodcased pencils: Staedtler Document shredder HSM SECURIO C16: HSM Entry-level home office model designed for one to three users, also shreds credit cards. Automatic start/stop and auto-reverse in the event of a paper jam. Reverse button with multi-function (pressing reverse again continues the process). Folding safety element with contact protection. Handle recess on the top makes it easier to lift the upper part of the machine to empty the waste container plus automatic stop when the shredded material is removed. Quiet operating sound and zero power consumption in stand-by mode ZES (Zero Energy Standby). Made in Germany.

Tel: +49 7554 2100 0 Email: info@hsm.eu Website: www.hsm.eu

UPM Office 100% recycled paper – a paper renaissance.

UPM Office Recycled premium is a new, very bright office paper made entirely from recycled fibre. The new paper is suitable for laser and inkjet printing as well as for copiers and fax machines.

This paper is one of the market’s highest quality office papers manufactured from recycled fibre. The print quality is excellent, and it has been awarded the EU Ecolabel as well as the FSC forest certificate.

Contact: Ann Jokinen Tel: +358 400 437 818 Email: ann.jokinen@upm,com Website: www.upmpaper.com

UPM Office Recycled premium: UPM Trodat’s new Original Printy 4.0 is the first climate-neutral stamp. The compact self-inker also includes many interesting innovations.

Around 30% smaller than its preceding model, lighter and comprising up to 65%* post-consumer recycled plastic.

Trodat is achieving CO2 savings of up to 49%* with unique engineering accomplishments. In addition, the world market leader is investing in Gold Standard climate projects recommended by the WWF, to compensate for unavoidable CO2 emissions. This ecologically correct combination (first optimise, then compensate) makes the Original Printy 4.0 a climate-neutral product.

As one of the world’s smallest and lightest self-inking stamps, the Original Printy 4.0 is also ideal to take along — it finds room in the smallest of pockets. *ECO-black and ECO-grey. Lower percentage for other colours; more at www.environment.trodat.net

Contact: Sonja Mayrhofer Tel: +43 7242 239 0 Email: sonja.mayrhofer@trodat.net Website: www.trodat.net

Original Printy 4.0: Trodat www.opi.net/greenthinking

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NEUTRAL cra dl

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Evaluated according to ISO 14044, verified by Denkstatt, an independent institute and based on the system boundary “cradle to gate”

The Green Line range was audited during the ISO 14001 accreditation process.

100%

The Green Line packaging is made from 100 % unbleached recycled cardboard.

75%

80% 80%

Minimum 75 % - 80 % recycled plastic.

COLOP – WE TAKE RESPONSIBILITY