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GreenBlue

SXSW Eco Keynote: Robert Kennedy Jr. Makes the Case for Waterway Conservation

Kicking off the 2016 SXSW Eco conference in Austin, Texas, Robert F. Kennedy Jr., the president of Waterkeeper Alliance, delivered a passionate speech about the harms of pollution on waterways and how polluters are violating constitutional rights by doing so.
Kennedy’s background is in legal advocacy on behalf of grassroots efforts to clean waterways, and through that lens he made the argument that “good environmental policy is good for economic prosperity.” It doesn’t have to be a battle between opposing forces. Polluters are essentially stealing the public’s property — clean air, clean waterways, fish and game that are healthy enough to feed families — and that the runoff from pollution into waterways is infringing on our constitutional right.
“They [big corporations] are using their property to steal your property, that’s what pollution does,” Kennedy said. If the runoff from a manufacturing plant pollutes the waterways and makes the fish toxic to eat, then that is infringing on the public’s right to those resources.
Kennedy considers himself a free marketer in which he uses his position at Waterkeeper Alliance to go after polluters and force them to internalize their costs, just like they internalize their profits. He argued that by letting corporations pollute without regulation, we would only be ruining everybody’s future.

“An economy based on pollution makes a few people billionaires. But our kids will pay all their lives for our joyride.”  

During his speech, Kennedy called out the Koch brothers, Fox News, and big corporations for their attacks on environmental policies that inhibit pollution and accused them of controlling government for their own benefit.  
steve_rogers_10_4201-640x360“Wherever you see the large scale environmental injury, you’ll also see the subversion of democracy, the corruption of public officials, the capture of political agencies that are supposed to protect all Americans from pollution,” Kennedy said.
Kennedy’s background as an attorney, as surely his dynastic family history, gives him unique perspective on environmental issues. I came away from the speech with new ideas and new viewpoints on pollution. That there is an underlying constitutional right to clean waterways and a healthy, thriving environment. Not just for the sake of it, but also for the right of people to be able to turn to jobs like fishing when times are hard and jobs are scarce in their communities. That poor communities are often the ones most affected by powerful corporations and lax environmental policies. Polluters always choose the soft spot of poverty, Kennedy noted.
Every community should be aware of the environmental dangers that local companies present. We can’t stifle the voices of those affected and let corporations get away with dirty political tactics.

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GreenBlue Sustainability Tools Sustainable Packaging Coalition

Why Aren’t More Forests Certified?

Protecting and managing forests, and all the essential services forests provide, is critical to the well-being of our planet and its inhabitants. Forests provide clean air and water, wildlife habitat, and a home to an enormous and vast array of biodiveristy. Forest also provide recreational value, resources we depend on every day, and support economies all over the world. Forests are so much a part of our everyday lives they are often taken for granted. How can we protect forests when we depend on them for so much?
Active forest management, and particularly sustainable forest management (SFM), are strategies to help strike a balance in the relationship between society’s needs and maintaining forest health. Forest certification programs, first introduced in the 1990s, are one tool that have been established to assure stakeholders SFM practices are being followed. The Programme of the Endorsement of Forest Certification (PEFC) gives a good definition: “Sustainable Forest Management certification provides forest owners and managers with independent recognition of their responsible management practices … certification provides forest owners and managers — families, communities, and companies — with access to the global marketplace for certified products.”
Today only about 12% of the world’s forests are certified to third-party systems such as the Forest Stewardship Council (FSC) and Sustainable Forestry Initiative (SFI). This is despite the fact that many companies request certified wood for their products. Demand in many industry sectors — solid wood, paper, and packaging — is much greater than the supply of certified wood. It begs the question: Why aren’t more forests certified?
This was the fundamental question that SPC’s Forest Products Working Group (FPWG), a collaboration of 20+ companies across the supply chain, spent the last year and half trying to answer. Working across the forest products value chain, from landowners to brand owners, the the FPWG companies found that there are a number of reasons why forest certification has not been more widely adopted, with a specific focus on the United States.
Through a series of interviews, workshops, and research, the group has found that the underlying issue is that forest certification needs to offer a more compelling value proposition to small private landowners in the United States. Likewise, forest certification also needs to offer a more compelling value proposition to brand owners. Over the course of the next few months, the FPWG will be sharing their findings from this project, including the process the group used during the project called the Value Innovation Process, or VIP. An approach that was integral to developing our findings because we asked, first: “What is the job that forest certification is hired to do?” Or in other words, getting a better understanding of “what is the value of forest certification” before looking at ways to fix certification as is.

Using the VIP, the FPWG sought to understand why many landowners and forest managers have opted not to seek certification. At the other end of the value chain, we also explored the dynamics driving leading brands and other corporations to focus on buying certified products. We also reached consensus that there are many uncertified forests that are currently practicing sound, sustainable forest management. Against this backdrop, the group is seeking to find additional strategies to enhance the value of certification.
The FPWG interviewed numerous members of the value chain including landowners, foresters, loggers, merchants, printers, manufacturers, brand owners, associations, consultants, and more. The FPWG hosted two in-person Summits where we brought value chain members and representatives from FSC, SFI, and ATFS to discuss strategies to better drive the value of forest certification. The findings were numerous. Often complex. And in the spirit of innovation, not surprisingly, findings varied enormously. In the next few months the FPWG will be discussing sharing in more detail what we heard across the value chain.
In the context of the VIP, we continue to seek answers to complex questions such as:

  • How might we gain assurance of Sustainable Forest Management when certification is not an option?
  • How might we focus on value chain members who can have the most impact on driving the value of forest certification?
  • How might  we address feedback that certification is overly complex, expensive, and does not deliver optimal desired value?
  • How might we stimulate better dialogue across value chain from landowners to brand owners?
  • How might we overcome perceptions that landowners are not practicing sustainable forest management?
  • How might we educate multiple stakeholders about forestry and forest ownership?
  • How might we create a better value proposition for small private landowners and brand owners?
  • How might we create market incentives, policies or other mechanisms that will fundamentally help keep forests as forests?
  • How might we explore innovative strategies to go beyond certification?
  • How might we gain a better understanding of supply and demand?

In the spirit of innovation, we welcome input from multiple stakeholders as we continue to tackle these complex issues.  Stay tuned for more findings and notices of upcoming events.

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GreenBlue Sustainable Packaging Coalition Uncategorized

In the Loop – Sustainable Brands '15

In the loop SB15
 

Executive Director Nina Goodrich (front right) Digging in on Circular Economy at SB15sd. Nina says “It’s not well understood in US.” (Photo courtesy of ThinkStep)

This week, GreenBlue’s Executive Director Nina Goodrich headed across the U.S. to moderate at Sustainable Brands 2015. Sustainable Brands is one of the largest global conferences that answer the question: How can you successfully innovate your brand for sustainability?
Nina moderated the “How to Structure Effective Recycling and Reuse Initiatives: Case Studies of Innovative Partnerships” session within the Circular and Sharing Economies track. Nina regularly speaks about the Circular Economy at conferences and loves to educate industry and consumers about how the Circular Economy can boost sustainability in their lives.
Speakers in the session included:


Carrie Majeske Carrie Majeske Ford Motor Company

John Gardner John Gardner Novelis

Meagan Smith Meagan Smith PepsiCo

Geof Rochester Geof Rochester The Nature Conservancy

SBLiz Maw Liz Maw Net Impact

Darren Beck Darren Beck Sprint

Michael Meyer Michael Meyer Goodwill Industries …

Like what you hear? Email Nina at Nina.Goodrich@Greenblue.org to discuss the Circular Economy further or tweet @GreenBlueOrg to tell us what you think!
 

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Uncategorized

Introducing the "In The Loop" travel blog

In the loop 5-6-15
Welcome to our first “In The Loop”  travel blog post! This will be GreenBlue’s blog to document our travels across the U.S.
During the year, the GreenBlue team regularly travels to conferences, meetings, and training sessions. We want to keep our community up-to-date on our latest speaking engagements and conferences so you can stay “In The Loop” on our happenings.
Enjoy!
May 6-8, 2015
Nina Goodrich will be attending the U.S. Chamber of Commerce Foundation’s 2015 Sustainability Forum
CE
This year’s U.S. Chamber of Commerce Foundation Sustainability Forum focuses on the The Circular Economy. Nina is a strong supporter of the Circular Economy and is looking forward to being part of the conversation surrounding this exciting conference.
Others attending the conference include:
William McDonough, MBDC
Ellen MacArthur, Founder of The Ellen MacArthur Foundation
Terry Mah, CEO and President of Veolia North America
Mathy Stanislaus, Assistant Administrator, Office of Solid Waste and Emergency Response, U.S. Environmental Protection Agency
Eamon Javers, Reporter, CNBC
Aman Singh, Vice President, Business + Social Purpose, Edelman
 

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Eliminate Toxicity GreenBlue Recover More

Sustainable Materials Management – A Precursor to a Circular Economy

Since the dawn of the industrial revolution, production has followed a linear path of take, make, use, and discard in a system that wastes a majority of resource and energy inputs. While this model is continuously improved for efficiencies, many of the improvements only serve to accelerate the flow of materials and products to the landfill. This is because the linear economic model is fundamentally, if unintentionally, designed to create waste. A wholesale redesign of our materials-based economy is needed and is thankfully emerging.
The circular economy (CE) is a relatively new business model that is intentionally and deliberately designed as an interactive system of value-creating and regenerative loops as diagrammed below by the Ellen MacArthur Foundation (EMF).
circular economy
The most exciting aspect of a circular economy business model is that it is not a doom and gloom scenario of doing less with less. It is economic model that allows for increasing prosperity and access to goods and services, while keeping valuable resources in productive cycles and out of landfills. Collaborative studies commissioned by EMF and led by the management consulting firm McKinsey estimate an annual net material cost savings of up to $630 billion, based on only a subset of the durable goods manufacturing sectors. The studies further estimate as much as $700 billion in savings is available in the global consumer goods market for food, beverages, textiles, and packaging via a shift to a circular business model.
Taking a deep dive into circular economy literature shows that it is a powerful synthesis of several strategies, among them:

  • Design for environment (DfE) to include a variety of nontraditional or less common attributes such as modularity, upgrade-ability, refurbishment, disassembly, re-manufacturing, etc.,
  • Industrial ecology or symbiosis, which is based on the premise that the waste from one industrial system or process becomes a resource or material input for another,
  • Products of service, whereby a producer retains ownership of a product and leases its utility, taking back the asset at end of useful life or when the lessee no longer wants or needs it; then upgrading, refurbishing or re-manufacturing it into a next generation service-product,
  • Reverse logistics, the process by which products and materials are effectively collected and maintained in a closed loop supply chain.

While not explicitly called out in the CE literature, sustainable materials management (SMM) offers another possible pathway to a closed loop business model. Since materials of all types are the basis of our global consumptive economy, SMM provides the critical building blocks that can enable a company to prepare and position itself to become a CE business.
At GreenBlue we promote the adoption of SMM practices to help companies become more sustainable enterprises based on three core principles: Use Wisely, Eliminate Toxicity and Recover More. All three are tied to design, which is the most critical element in a circular economy. Use Wisely governs the selection, sourcing, and optimization of resources and sets the stage for re-utilization. Eliminate Toxicity, removes potential barriers to product recovery, component separation and material revalorization, ensuring those molecules can stay in play in either a technical or biological cycle as depicted in the EMF diagram, above. Recover More requires development of the technologies and infrastructure, to track product assets, collect and efficiently transport them to a revalorization facility. As companies become adept at these three core principles they can develop design strategies, industrial synergies, logistics, information, financial accounting systems, and performance metrics that will allow them to make the ultimate paradigm shift to a fully circular business model.
Watch this blog for further discussion of the three core principles and building blocks as GreenBlue proceeds to develop a detailed roadmap and rigorous step-by-step implementation framework for best sustainable materials management practices.

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Uncategorized

USGS reports U.S. Water Use Down

The US Geological Survey has just released the latest data on water use across the US, and the good news is that it is down dramatically – 13 percent lower than in 2005. Even though our population is growing, water conservation tools and practices by farmers, factories, and households are becoming widespread and are having a noticeable effect.
Despite the overall reduction in water usage across the country (and that’s a great achievement, don’t get me wrong), we need to do a lot more to use our water resources wisely. This is important everywhere across the country, but of critical importance in the western third of the US, where according to the US Drought Monitor, more than 50 million people are currently living in drought conditions. According to the Monitor, the entire state – yes, 100% – of California is experiencing at least a minimum level of “moderate drought,” with 58.4% of California’s area suffering the maximum level of “exceptional drought” conditions.
Of interest to all who live in California should be the fact that Californians continue to use the most water of any other state (11% of total withdrawals of all water categories and 10% of total freshwater withdrawals).
Total water withdrawals by State
The top use of water in California, by a wide margin, is for agricultural irrigation (60.7%). Next comes thermoelectric power generation (17.4%), followed closely by public use (16.6%). Yes, it’s important to continue installing more efficient cooling systems in thermoelectric power plants and encouraging residents to conserve water at home. But we need to acknowledge the elephant in the room: unless we address the delivery and use of water in agriculture, the big picture won’t change much. We need to support the agriculture industry, but we also must insist on finding and implementing technology and irrigation practices that use our water wisely, leaving more for the natural environment while still growing the food we need to feed our population.

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Sustainable Packaging Coalition

A Student's Perspective on SPC Advance

Carol Pan is pursuing a master’s degree in packaging science at Rochester Institute of Technology, and attended SPC Advance as a student volunteer. Her impression of the event:
SPC Advance provided a wonderful opportunity to meet and learn from professionals engaged in sustainability from different sectors. The theme of educating consumers came up in many of the sessions, especially those focusing on the implementation of the Sustainable Packaging Coalition’s How2Recycle on-package recycling label, the launch of the American Chemistry Council’s W.R.A.P. (Wrap Recycling Action Program), Target’s “Made to Matter” curation of 16 sustainable brands, and the FTC’s clarification of their “Green Guides” for on-package labeling. In addition to the presentations, I especially enjoyed the hands-on tour of the 3M Innovation Center where we were able to interact with a few of its core technologies that are versatile in many everyday applications. SPC Advance added to my packaging knowledge with real life examples and current trends, and also broadened my professional network — all of which are invaluable for a future packaging professional.

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Sustainability Tools Sustainable Packaging Coalition

How Talkers and Walkers Use Data

One phrase that especially stuck with me at SPC Advance came from Domtar’s vice president of sustainability, David Struhs, explaining that sustainability data is better suited as a windshield rather than a rear-view mirror. I think it is a helpful reminder that while measurement tools and scorecards are important, we have come a long way in making them better, what is more important today is how we use the data to set real goals and take meaningful action.
Mr. Struhs is featured in a recent MIT Sloan Management School report Sustainability’s Next Frontier: Walking the Talk on Sustainability Issues that Matter Most that emphasizes this point. The report provides clear data on how sustainability strategy provides measurable business value. But  maybe more importantly, the report also makes clear that while businesses agree with and understand the data behind sustainability’s business value, they are, for the most part, not taking action to mine this business value. The MIT Sloan report, which includes a survey of more than 5,300 executive and manager respondents from 118 countries, explains:
“There is little disagreement that sustainability is necessary to be competitive — 86% of respondents say it is or will be. Sustainability’s next frontier is tackling the significant sustainability issues — or, in the parlance that is gaining currency, “material sustainability issues” — that lie at the heart of competitive advantage and long-term viability. Yet many companies struggle to match their strong level of sustainability concern with equally strong actions. They still wrestle with settling on which actions to pursue and aligning around them.”
There is all kinds of data out there for better decision making. Scorecards for every question. The challenge is how do we use this information? There is little doubt that leadership companies from the banking and forest products industries to IT and healthcare are connecting sustainability with profits. One aspect that sets them apart, however, is that these leadership companies leverage data not just to see where they have been, but also, where they want to go–what MIT Sloan describes as moving from  a “talker” to a “walker.”
For more info you can read MIT Sloan’s report including “Portrait of a Walker: Domtar” at http://sloanreview.mit.edu/projects/sustainabilitys-next-frontier/.  

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Recover More Sustainable Packaging Coalition

Collaboration as a Tool for Advancement

During the Sustainable Packaging Coalition’s recent event, SPC Advance, I couldn’t help but notice the underlying theme of collaboration among attendees and their respective organizations.
Discussions and sessions made it clear that collaboration is necessary and frequent among organizations practicing sustainability regardless of their role in the supply chain. The Value of Forest Certification working group elaborated on the need for big-name brand owners to have an affiliation with forest-friendly NGOs in order to push their business forward. Partnerships with forest certification systems assist brands in building the trust of their consumers and the rest of the supply chain, especially at times when the environmental ethics of large corporate practices are put into question.
The same interaction is evident in the plastics industry, as identified by the sessions on the current and future state of flexible packaging recovery. Shari Jackson of the American Chemistry Council called on retailers to join WRAP, a campaign aimed at educating consumers and facilitating plastic film recycling. Wegmans Food Markets was identified as an exemplary campaign partner, as new signage and marketing materials has successfully engaged their customers in film recycling, resulting in a 20% increase between Earth Day 2013 and Earth Day 2014. During Jackson’s presentation attendees participated in the conversation and encouraged the WRAP campaign to engage more logistical partners to help with commercial film backhaul, as the opportunities in film recycling expand beyond brand owners and retailers.
In such a competitive business, it’s impressive and inspiring to see major corporations engage one another to derive best practices. From the mingling in the hotel lobby to the late night chats following the pub crawl to the inspirational case studies detailed in the sessions, there is no question that SPC Advance attendees recognize the value of collaboration in advancing sustainability.

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GreenBlue

Treating Every Day as Earth Day

With the Blue Ridge Mountains and the Rivanna River just down the road from the office, Charlottesville provides GreenBlue with a great natural setting for a sustainability organization. GreenBlue staff work daily to help make businesses and products more sustainable, and we are well equipped with the knowledge, expertise, and research to make this happen. But each year on April 22, we like to remind ourselves of the reason we do what we do, and spend Earth Day celebrating our planet and the protection of its natural environment.

green
While we are thrilled to see the annual excitement today, we think it’s important to treat every day like “Earth Day.”
April 21, 2014: A typical day in the life of a GreenBlue staffer: