Business Green Interview with Scot Case, VP, TerraChoice by Willi Paul.

An 8 yr old kid stops you in the grocery store and asks you to define "green washing." What do you tell him? (See: http://sinsofgreenwashing.org/)

Well, I'm assuming not many 8-year olds are shopping for more environmentally preferable products. But if an inquisitive 8-year old asked, I'd explain that greenwashing is an attempt to get him or her to buy a "greener" product without actually providing supporting information to explain why it is greener than other products.

What is "environmental marketing?"

It is an effort to offer consumers an additional way of differentiating products – the product's environmental value – along with traditional differentiating factors such as price, performance, and quality.

Who is your competition at EcoLogo?

EcoLogo is a values-led organization focused on improving human health and the environment by enabling consumers to make better choices. As such, we tend to focus on potential collaborators rather than competitors. What differentiates EcoLogo from other programs is that EcoLogo looks at multiple environmental issues throughout the product's entire lifecycle -- the manufacturing, use, and disposal of a product -- rather than looking at a single issue such as energy- or water-efficiency or a specific phase of the lifecycle such as when the product is used or disposed of.

EcoLogo, unlike many other labeling programs, develops its standards in a very open, public, transparent process. We want consumers, manufacturers, academic and non-profit experts, government officials, and other labeling organizations involved in the standard setting process.

Most importantly, EcoLogo provides actual certification that a product meets the publicly-available EcoLogo standards. Other programs allow manufacturers to decide whether they meet the standards or not.

What are the key milestones in the history of the EcoLogo program?

It was created in 1988 by the Canadian government. In 1995, when the Canadian government considered canceling the program, several of the individuals involved with the program created TerraChoice to manage the program in a public-private partnership. As demand for EcoLogo certification spread, TerraChoice opened its first U.S. office in 2007.
EcoLogo currently has more than 100 EcoLogo standards in a variety of different categories (office equipment, paper products, cleaning chemicals, etc.) and more than 6,500 EcoLogo certified products.


What are the underlying principles for your sustainability programs?

The purpose of the EcoLogo program is to encourage continual environmental and human health improvements by recognizing and promoting leadership products. EcoLogo standards are designed so that only products in the top 20 percent (based on the criteria specified in the EcoLogo standards) are able to meet the standard. As more and more consumers begin demanding "greener" products certified to EcoLogo standards, the market share for those products increases. EcoLogo standards are then revised to be more challenging to meet and the process continues. This approach harnesses the power of the free market to drive continual environmental improvement.

Does EcoLogo deal with zero waste strategies?

None of the EcoLogo standards currently require a zero-waste approach, although companies that have adopted zero waste strategies clearly have advantages that EcoLogo certification can help them highlight. As more and more businesses successfully implement zero waste strategies, it becomes more likely that zero waste will be incorporated into EcoLogo standards.

"The EcoLogo Program is in the process of inviting individuals to participate in the development of a new environmental leadership standard for Pool and Spa Chemical Products by reviewing its preliminary research." Please tell us how this will work.

EcoLogo standards are developed in an open, public, consensus-based process. The process begins with an announcement and a call for stakeholders, including environmental and human health experts, manufacturers, suppliers, non-profit groups, academics, government officials, and members of the public. Stakeholders provide information that is shared in EcoLogo discussion documents for additional public comment. Based on the public comment, EcoLogo publishes a draft standard and solicits additional input. There might be several rounds of comment before consensus emerges and the EcoLogo program publishes the final standard. Once an EcoLogo standard is finalized, companies can then apply to have their products certified and an independent, third-party auditor will make an initial assessment and recommendation to the EcoLogo program about whether a product meets the published EcoLogo standard. For additional details, visit http://www.terrachoice-certified.com/en/criteria/process/.

Many are talking about a major collapse in the world economy and a catastrophic period of anger and hunger. Do you see this near-term scenario? In not, what is your perception of the next 2-5 years on the planet?

I tend not to focus on the doomsday scenarios. I strongly believe in the power of the free market to make adjustments based on new information. I see EcoLogo standards and certification as a way of bringing environmental factors into consumer decision-making. As new information is introduced about the hidden human health, environmental, and social impacts of purchasing decisions, consumers will shift behavior and reward those companies that are addressing the biggest global issues while continuing to provide consumers with immediate value.

How do you define localization?

Very carefully. Localization is just one part of the sustainability puzzle. It is a term, like sustainability, that has many different definitions depending on who is defining it. Some people use it to mean local distribution, while others use it to mean local manufacture using only locally available resources. Instead of focusing on localization, I tend to focus on the global environmental benefits.

What is your business strategy behind joining forces with Dot Eco?

Dot Eco shares EcoLogo's mission to bring verified, transparent information about environmental and social benefits of products and companies to the marketplace. The next industrial revolution – the global sustainability revolution – requires equal access to information. Dot Eco is helping with that effort and, therefore, makes a good ally.

What blogs do you write for and what blogs do you read each day?

When asked, I've written for a variety of blogs. I'll confess, however, that with the exception of the EcoLogo blog and Joel Makeower's GreenBiz, I don't read many regularly. I do have an expansive, network, however, and lots of people send me blog entries to read.