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Helping companies and consumers navigate the green maze

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The European Commission has released a fantastic initiative around the subject of ‘Building the Single Market for Green Products’. Helping companies and consumers navigate the green maze.

What is the problem for companies?

A company wishing to market its product as green in several Member State markets faces a confusing range of methods and initiatives. Let alone the hundreds of certification sharks, private labels and incumbent national systems that make a huge amount of money from this.

What is the problem for ‘Mum’ in the supermarket?

Consumers are also confused by the stream of incomparable and diverse environmental information: according to a recent Eurobarometer, 48 % of European consumers are confused by the stream of environmental information they receive. This also affects their readiness to make green purchases.

In the words of Commissioner Potocnik

“To boost sustainable growth, we need to make sure that the most resource-efficient and environmentally-friendly products on the market are known and recognisable. By giving people reliable and comparable information about the environmental impacts and credentials of products and organisations, we enable them to choose. And by helping companies to align their methods we cut their costs and administrative burdens.”

The commission has issued strong guidance on product footprinting as well as organisation footprinting. I will be commenting on these documents in the future.

The EC is launching a three-year pilot phase. Their objectives:

* Set up and validate the process of the development of product group-specific rules (Product Environmental Footprint Category Rules – PEFCRs), including the development of performance benchmarks. Where product group-specific rules already exist and are used by stakeholders, the Commission will use these as a basis for the development of the PEFCRs;

* Make the application of the environmental footprint methods easier, especially for SMEs, by testing innovative ways of managing the process and through the development of tools;

* Test different compliance and verification systems, in order to set up and validate proportionate, effective and efficient compliance and verification systems;

* Test different business-to-business and business-to-consumer communication vehicles for PEF information in collaboration with stakeholders.

I hope businesses will jump at these pilots to achieve our dream of open standards and push for full product transparency in the market without delay.

 

Links

Original press release

Draft Communication from the Commission to the European Parliament and the Council: Building the Single Market for Green Products – Facilitating better information on the environmental performance of products and organisations (April 2013)

Draft Commission Recommendation on The use of common methods to measure and communicate the life cycle environmental performance of products and organisations (April 2013)

Annex II of the Recommendation: Product Environmental Footprint (PEF) Guide (April 2013)

Annex III of the Recommendation: Organisation Environmental Footprint (OEF) Guide (April 2013)

For more information contact: 

Joe Hennon (+32 2 295 35 93) and Monica Westeren (+32 2 299 18 30)

 

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