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.
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Andrew Chaney, Orange Power - National Green Brands Forum, 17th June 2010, Melbourne
- 1. “ Greenwashing - Lessons Learnt” Presented by Andrew Chaney Managing Director
- 5. … .and then, just as we got going - ‘Choice’ targets Orange Power for Greenwashing …on national TV !!!
- 8. Ouch that hurt!! Now…how to rebuild our lost credibility!
- 9. Continue with our strategy…. 1. Finalise independent verification of our green claims via GECA . 2. Bring forward Planet Ark audit & proposed endorsement
- 11. Label changes 2007 Label Current Label
- 16. Did this strategy work?? YES!!
- 17. Sales Growth +30.1% +15.6%
- 18. 2009/10 Customer Survey results (after Coolchange TVC)
- 19. 2009/10 Customer Survey results
- 20. Future Plans – Build Australia’s First Environmentally designed manufacturing Facility
- 21. We not only talk green….. we drive green!! 3600km on recycled veggie oil in the 2008 Variety Bash (we raised $20,000)