California-based Blue Pacific Flavors has launched an environmental stewardship marketing campaign, which it calls "Catching the Green Wave." The company, an innovator of natural- and organic-compliant food flavouring and ingredients, is seeking to achieve carbon neutrality by 2013 by offsetting emissions from the company's administrative and manufacturing operations.
The programme, which the company says is meant to "engage and educate our clients and employees," includes:
- Transitioning all company-owned and leased vehicles to hybrid vehicles by 2009
- Implementing mandatory recycling protocols in manufacturing and administration operations
- Producing all company literature and marketing material on recyclable materials
- Transitioning to solar-panel or wind energy at the California facility
- Retrofitting facility construction to obtain LEED Green Building certification
Company founder and president, Donald Wilkes, believes the strategy makes good marketing sense. "The empowered and passionate 'eco-consumer' no longer buys without cause, but purchases with conscience, trying to make a difference in impacting the environment through buying goods that help minimize consumption."
Wilkes bases this in part on a report by the Natural Marketing Institute, which found 23 per cent of the US adult population are considered consumers of Lifestyles of Health and Sustainability (LOHAS), who are most likely to buy products with responsible operation in these areas.