A description of succeful comunication of ecolabelling and green actions in Sweden

2. • The world’s first eco-labelled
hotel chain in 2004 with all 66
Swedish Scandics
• Today well over 100 Scandics in
four countries are Swan labelled
• A growing B2B tool for
procurement people

3. Hedenmark Ecoprofits
www.ecoprofits.se
Supports good actions for good
guys
Ecolabelling – sustainability -
profitability

4. Max Fish 0.2 kg CO2e Frisco cheese ’n’ bacon 1.8 kg CO2e
Great green burgers
- Specify carbon emissions for all products
- Products that are better for the environment are
highlighted on a separate menu board

5. Why we offset our carbon
emissions
- The greenhouse effect is alarming
- Beef production has a major impact – something has to be done
- We offset our emissions 100%

6. An environmental initiative
from Max
- We offset our carbon emissions 100%
- Tree planting in Africa
- 900 football pitches

7. Wind-powered burgers
-All of our restaurants use power generated by wind
energy
-This reduces our total carbon emissions by 640 tonnes

8. Ecolabelling...
Aims toward a
sustainable society
Voluntary system
that uses the
market forces
Stimulates
consumers
and producers
A trademark licensed to
products or a services

13. Hedenmark Ecoprofits

18. ”It’s easier to act according to the four system
conditions than react on 10.000 effects”
Open discussion
Copyright © 2004 The Natural St ep

23. The Nordic Swan Ecolabel
98% recognition
76% spontaneous recognition
58% positive attitude
9 out of 10 consumer chooses
ecolabelled products
7 out of 10 consumers
willing to pay a premium
Swedish statistics

24. Control and certification

25. Ecolabelling criterias

26. Ecolabelling criterias

27. Ecolabelling criterias

28. Ecolabelling criterias

29. Ecological Sustainability
Scandic’s Environmental Policy
No company can avoid taking
responsibility for the environment and
focusing on environmental issues.
Scandic shall, therefore lead the way and
work continuously to promote both a
reduction in our environmental impact and
a better environment.
Scandic shall contribute to a
sustainable society.
1994

30. Today we are the
leading hotel chain
in the Nordic market
From 1 hotel with 25 rooms in 1963
to 143 hotels in operation and under
development in 10 countries and well
over 23,000 rooms today.

31. New owners and focus on growth...
So far, a new Scandic every
second week...

32. ...and training of all team members

34. Waste Management
• 400 000 000 less, individually
packed items used
• From 1,5 to 0,5 kg unsorted
waste/guest night
• Upstream and downstream approach
• Valuable resources

35. Scandic’s Organic BREAKFAST
Sweden
Organic/Fairtrade coffee 9 million cups
Earl grey tea
Sour milk 125 m3
Apple sauce 4 tons
Cinnamon
Orange marmelade 20 trucks
Crispy bread 4 tons
Oates 6 tons
Müsli 32 tons
Organic cheese 20 tons
Total 1 000 000 kg’s
yearly

36. Fossil carbon dioxide emissions at Scandic
Nordic 1996-2007
kg CO2/guestnight
5 Down by 34.4
4,3 %
4,5
4 Down by 10.3
%
3,5 3,14
2,82
3
2,5
2
1,5
1
0,5
0
1996 (66 hotels) 2006 (118 hotels) 2007 (117 hotels)
Only hotels with full 12 months of data reported are included in each year.

37. Scandic’s fossil CO2 commitment...
-50% by 2011
-100% by 2025
Note: All figures and commitments based on current portfolio as per 2007-07, like for like

38. Positive Environmental Effects!
• 160 metric tons less fossil CO2 emissions from transportation
and production per year
• 3,2 million bottles less per year
• Strong educational effect
• Promotion of efficient water management