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Andrew Chaney, Orange Power - National Green Brands Forum, 17th June 2010, Melbourne
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Andrew Chaney, Orange Power - National Green Brands Forum, 17th June 2010, Melbourne

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Andrew Chaney's candid case study is an example of what happens when green claims, albeit made with the best of intentions, are held to account and found wanting.

Andrew Chaney's candid case study is an example of what happens when green claims, albeit made with the best of intentions, are held to account and found wanting.

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    Andrew Chaney, Orange Power - National Green Brands Forum, 17th June 2010, Melbourne Andrew Chaney, Orange Power - National Green Brands Forum, 17th June 2010, Melbourne Presentation Transcript

    • “ Greenwashing - Lessons Learnt” Presented by Andrew Chaney Managing Director
    • History & Background
      • Formed company
      • 1999 Launched 'Orange Power' brands nationally through Coles, Woolworths & independents.
      • Set up our own manufacturing & laboratory facility in Dandenong.
      • 2008 Gained accreditation from GECA for a range of Orange Power products
      • Purchased the AWARE laundry Powder business
      • 2009 Gained Planet Ark endorsement for Orange Power
      • Set up public company 'Aware Environmental Ltd'
      • Purchased the ACTIZYME drain treatment business
    • Our 5 Year Goal
      • To be the leading environmental brand by 2012
    • Our 5 Year ‘Green’ Strategy -
      • Seek Independent verification of green claims
      • Secure endorsement from a well respected & leading environmental organisation
      • Ensure all formulations meet worlds best environmental standards whilst still performing as well as leading brands
      • Establish Public Company to attract investment
      • Build the worlds best environmentally sustainable manufacturing facility
    • … .and then, just as we got going - ‘Choice’ targets Orange Power for Greenwashing …on national TV !!!
      • The following 17 ‘greenwash’ claims were singled out by Choice in May 2008 for our Multi Purpose Cleaner.
      • ‘ Environmentally Responsible’
      • ‘ natural orange oil’
      • Pictorial use of ‘globe’
      • ‘ Utilise the natural cleaning properties of Orange Oil’
      • ‘ Renewable resource’
      • ‘ Reduces Waste’
      • ‘ Supports Fruit Growers’
      • Biodegradable
      • Safe for Septic Systems
      • Not tested on Animals
      • No Harsh Fumes
      • PETE and Trigger Cap Recyclable
      • No Bleach
      • No Chlorine
      • No Caustic
      • No Ammonia
      • No Phosphates
    • Ouch that hurt!! Now…how to rebuild our lost credibility!
    • Continue with our strategy…. 1. Finalise independent verification of our green claims via GECA . 2. Bring forward Planet Ark audit & proposed endorsement
    • Who is GECA?
      • Internationally recognised certification agency for brands and products/services to ISO 14024
      • Good Environmental Choice Australia is a not for profit organisation
      • To encourage the demand for and supply of products which reduce the stress on the environment during their entire life-cycle.
    • Label changes 2007 Label Current Label
    •  
    • Advertising Strategy
      • $2 million TV and magazine campaign
      • Consumer Education focus
      • Tanya Ha and Cool Change co-ordination
    •  
    •  
    • Did this strategy work?? YES!!
    • Sales Growth +30.1% +15.6%
    • 2009/10 Customer Survey results (after Coolchange TVC)
    • 2009/10 Customer Survey results
    • Future Plans – Build Australia’s First Environmentally designed manufacturing Facility
    • We not only talk green….. we drive green!! 3600km on recycled veggie oil in the 2008 Variety Bash (we raised $20,000)
    • Further information:
      • www.orangepower.com.au
      • www.awareenvironmental.com.au
      • (see here for investment opportunities)
      • www.greencaredev.com.au