e c dg e s d i (env/g/2)ec.europa.eu/environment/archives/ecolabel/pdf/... · praxis herning aps...

BIO INTELLIGENCE SERVICE S.A. Société anonyme au capital de 202 410 Euros. RCS Paris B 950 576 405 - TVA FR-37 950 576 405

Siège Social : 1 rue Berthelot 94200 Ivry sur Seine - tél 01 56 20 28 98 fax : 01 58 46 09 95 - e-mail : [email protected]

BIO Intelligence Service

OPERATION OF AN EU ECO-LABEL HELP DESK FOR THE SUPPORT AND THE PROMOTION OF THE

EUROPEAN ECO-LABELLING SCHEME

EUROPEAN COMMISSION DG ENVIRONMENT

SUSTAINABLE DEVELOPMENT AND INTEGRATION (ENV/G/2)

QUATERLY REPORT MARCH 2004 Contact Eco-label Helpdesk c/o BIO Intelligence Service � Mrs. Véronique MONIER

Tel : +33 1 56 20 28 98 E-mail : [email protected]

� Ms. Cécile DES ABBAYES

Tel : +33 1 56 20 28 98 E-mail : [email protected]

February 2004

CE DG Environment –European Eco-labelling Scheme Helpdesk – Promotion action plan 2

C O N T E N T O F T H E R E P O R T

The EU Ecolabel Helpdesk has been managed by BIO Intelligence Service since January, 20th 2004. This report presents a summary of its activities from this time to March, 21st 2004. This first part, “Assistance to the Commission for Varied Communication Tasks”, presents the activities of the Helpdesk assisting the Commission for different communication tasks like answering enquiries, writing the news, etc. The second part, “Promotion Action Plan” focuses on marketing activities, in the form of the Promotion Action Plan proposed by the Helpdesk to the Marketing Management Group. This Plan has been sent to the Marketing Management Group for discussion / validation. Comments are expected mid – March.

March 2004

CE DG Environment –European Eco-labelling Scheme Helpdesk – Quaterly Report 03/2004 3

PART 1: ASSISTANCE TO THE EUROPEAN COMMISSION FOR VARIED COMMUNICATION

TASKS

March 2004


C O N T E N T O F T H E P A R T I

1. ACTIVITIES AND RESULTS OF THE HELPDESK – JANUARY – MARCH 2004 .................... 5

1.1. Enquiries................................................................................................................... 5 1.2. The Flower Newsletter Mailing-List......................................................................... 5 1.3. The E-Catalogue....................................................................................................... 7 1.4. The News Section of the Ecolabel Web Site......................................................... 10

APPENDIX 1 – ANSWERS TO THE ENQUIRIES ................................................................. 11

APPENDIX 2 ................................................................................................................ 19

March 2004


1. ACTIVITIES AND RESULTS OF THE HELPDESK – JANUARY – MARCH 2004

1.1. ENQUIRIES ■ The Helpdesk received 9 enquiries in the above-mentioned period.

• 20th January – 20th February: 6 enquiries • 20th February – 20th March: 3 enquiries

This decreasing number is due to the fact that from mid – February, the Helpdesk only answered questions related to marketing issues and the e-catalogue. ■ This enquiries were varied: 4 related to the e-catalogue, 2 on marketing issues, the others

on specific points. ■ The enquiries were from people from the following countries:

• 3 from Belgium • 3 from France • 1 from the Netherlands • 1 from Brazil • 1 from Germany ■ The answers to these enquiries can be found in Appendix 1 (except one, answered by

phone) ■ 1.2. THE FLOWER NEWSLETTER MAILING-LIST ■ 52 people were added to the Flower mailing-list in the considered period.

• The languages asked for are presented in the graph below:

Newsletter Languages

English; 25

French; 15

Italian; 6

Greek; 1

Spanish; 2

March 2004


• The nationality of the people added to the mailing-list are presented in the graph below:

Nationality of the people added to the Flower newsletter

1

9

1

10

1

1

6

4

1

3

2

4

1

1

1

Austria

Belgium

Finland

France

Germany

Greece

Italy

Spain

Sw eden

The Netherlands

United Kingdom

Other

United States

Ethiopia

Sw itzerland

March 2004


1.3. THE E-CATALOGUE

These first two months of the project have been devoted to the understanding of the e-catalogue, the different procedures for entering new producers, and the maintenance of the database of holders. A screening of the Back Office has been operated to identify the possible problems.

■ Hosting the e-catalogue The e-catalogue is hosted by Diogenius, a Belgian company, subcontractor of BIO for the duration of its contract. ■ Maintaining the e-catalogue

• 10 new holders have been added to the e-catalogue between January, 20th and March, 21st 2004:

Company Product group Number of products Country

BIOTAB AB Detergents for Dishwashers 1 SwedenPLANET PURE All Purpose Cleaners 2 AustriaHAGLEITNER All Purpose Cleaners 5 AustriaVIEW SUSTAINABLE DESIGN AB Textile Products 1 SwedenNORDISK PARFUMERIVAREFABRIK All Purpose Cleaners 3 DenmarkIZWOOL INTERNATIONAL P/L Textile Products 3 Australia (CB: UK)

All Purpose Cleaners 1Hand Dishwashing Detergents 2

GUDBRANDSDALENS ULDVAREFABRIK AS Textile Products 8 NorwayPARK HOTELL Tourist Accomodation Service 1 NorwayPRAXIS HERNING APS Textile Products 2 Denmark

QUADRIMEX France

■ An email has been sent to every new producer to inform him about the e-catalogue, and

provide to him its user name and password so as to put information about its company online.

March 2004


Figure 1 - Example of promotional email for the e-catalogue

The new holders have been added to the address database for the dissemination of the Flower newsletter.

• A global screening of the back office has been made, to detect broken links and other problems. For example, some producers are referenced in the e-catalogue and not in the Master File Ecolabel (database of the information contained in the Back Office). Some producers also appear without products. Some of these problems have been repaired, and work is ongoing for the other ones. You will find below a table summing up the state of the work at the end of March.

March 2004


Front officeAction

Due to the new design of the eco-label web site, the link to the Flower newsletter on the homepage is broken. Ongoing

Back officeProducer Nature of the problem Action

Ceramiche Caesar Broken linkProducer not found in the Master File Ecolabel Ongoing

ATHINAIKI STROMATOPIIA SA Broken link OngoingBaldini Vernici Broken link OngoingBiotab AB Broken link OngoingBlanchon Broken link OngoingCalzat Soldini Broken link Repaired

Coflusa S.A. Broken linkProducer not found in the Master File Ecolabel Ongoing

Continental paper SPA Decrease the size of image OngoingGallop SA Broken link OngoingHagleitner Broken link RepairedInternational Ilios Cotachem Broken link OngoingK Balling Engelsen A/S Broken link RepairedLa chanvrière de l'aube Broken link OngoingLaboratorios eurochem Broken link Repaired

Naturapura / Iberica No product availableProducer not found in the Master File Ecolabel Ongoing

Nills Mickelsen Tricot False link OngoingNordisk Parfumerivarefabrik False link Repaired

Paperella La confianza SA No product availableProducer not found in the Master File Ecolabel Ongoing

Park Hotell False link RepairedPizzoloto False link RepairedPlanet Pure False link RepairedQuadrimex False link RepairedS Thygesen Fabrics False link RepairedSICI Braga Link missing RepairedSACI False link RepairedShanghai Shengxing Resin & pai False link RepairedSigma Kalon No product available OngoingSunwing Hotels Hellas SA False link Repaired

Tishu mfg Ltd No product availableProducer not found in the Master File Ecolabel Ongoing

Trascarta SPA Broken link OngoingView Sustainable Design Broken link OngoingWepa False link Repaired

Maintenance of the e-catalogue

Figure 2 - Maintenance of the e-catalogue

■ Further development of the e-catalogue

• In collaboration with the French and the Italian Competent Bodies, information (texts and illustrations) have been put on-line for two producers: Quadrimex and Calzaturificio Fratelli SOLDINI. Contacts have also been made with iZWool and LIWA FAERG in the framework of the writing of the news section, and the information provided has been put online. As soon as the maintenance work is completed, the scheduled next step is to contact holders which have not provided information so as to find a way to obtain some.

March 2004


1.4. THE NEWS SECTION OF THE ECOLABEL WEB SITE ■ The news for January, February and March 2004 are in Appendix 2.

February 2004


APPENDIX 1 – ANSWERS TO THE ENQUIRIES

March 2004


February 2004


APPENDIX 2

News for January 2004

• New Ecolabel Helpdesk ! Since January 20th, 2004, the European Commission has awarded a contract to BIO Intelligence Service, a French consulting firm specialised in the environment field, to run the Ecolabel Helpdesk. BIO’s mission will consist in • Provide targeted and user-friendly information material on the Flower • Host, maintain and further develop the e-catalogue: www.eco-label.com • Assist the Marketing Management Group • Develop and implement a promotion action plan for the Flower and write the news!

• INESCOP’s new website on the European Eco-label for Footwear

The Spanish Technological Institute for Footwear (INESCOP) has launched a new website onthe European Ecolabel for footwear It can be accessed directly at http://www.life-ecofoot.inescop.es or via the INESCOP server, http://www.inescop.es. All the relevant information about the European Ecolabel for footwear is available on this website, such as what it is, who can submit an application, applicable legislation, competentbodies, test laboratories, ecological criteria for footwear, steps to follow for the eco-label award, the advantages to its acquisition, fees, and information regarding the companies whichcurrently hold the label as well as their experiences. This website is one of INESCOP’s initiatives with the aim of achieving the most widespreaddissemination of the European Eco-label for footwear, and which relies on support from theEuropean Commission via the LIFE-Environment programme, in the framework of the“Promotion of the European Eco-label for Footwear (ECOFOOT)” project.

March 2004


News for February 2004

• Discover the latest hotel awarded the Flower...

The Park Hotell is located in Alta, a small Norwegian town called the City of the Northern Lights, as you can witness spectacular Aurora Borealis there.

The Ecolabel Helpdesk interviewed Siw Sandnes, manager of the Park Hotell. Ecolabel Helpdesk: Siw, could you please describe your hotel and Alta? Siw Sandnes: Alta is a small town in Northern Norway, approx. 18.000 inhabitants. Alta has one of thebest rivers to fish salmon in in Norway. Trips to the biggest canyon in Northern Europe, Sami adventures,famous rock-carvings and of course the midnight sun is just some of the experiences you can have in Alta in thesummer-year. In the winter, you can go on snowmobile adventures and experience the northern light, reindeer-

racing, visit or overnight-stay in Norway’s only snow and ice hotel or Dog sledging. Park Hotell Alta AS is a small hotel in the middle of Alta Centre, surrounded with restaurants,shopping-centres and market-trading. We have 31 rooms and 65 beds, 2 conference-rooms and a dining-room. We serve breakfast, lunch and light evening-meals. Ecolabel HD: How did you come to hear of the European Ecolabel and why did you chooseto apply for it? Siw: Park Hotel has worked with environmental practice for several years. In 2001 wereceived the Scandinavian ecolabel Swan. We renewed this label in September 2003.. Wefound that the Swan-label is mostly known in Scandinavia, and not in Europe, so byaccomplish this European ecolabel as well, we hope to be seen and heard beyondScandinavia. Ecolabel HD: What are your environmental objectives? Siw: Park Hotels environmental goals are to continue our good work to take care of the environment in the very best way, and also encourage others, both our guests and the economic life around us, to do the same. Park Hotell wants to be the leading environmentally friendly business in Northern Norway.

Visit www.parkhotell.no for more information Check the webcamera located in the centre of Alta.

March 2004


News for March 2004

• The Flower considered as a label of quality and excellence, even in Australia!

Stuart Adams, the Managing Director of iZWool International Pty Ltd, located in Kojonup, Western Australia, explains why his company has chosen to apply for the European Ecolabel.

Ecolabel Helpdesk: Can you please describe your company? Start Adams: IZWool International Pty Ltd is a merino wool marketing and supply chain management company specialised in supplying sustainable performance merino fabrics into the outdoor active wear market. Ecolabel HD: How did you come to hear of the European Ecolabel? Stuart: We became aware of the “Eco-label” through the Commonwealth Scientific and Industrial Research Organisation (CSIRO) Division of Fibre Technology based in Geelong, Victoria, Australia. The CSIRO is a not for profit research organisation funded by Australian tax payers and Australian wool growers.

Ecolabel HD: Why did you choose to apply for the Ecolabel? Stuart: We have applied to use the “Eco-label” because of the practical approach of the “Eco-label” to sustainable production of modern goods. We also like the fact it uses external agencies to audit the production process and NGO’s, such as Greenpeace and Friends of the Earth, as well as industry to establish the criteria for production. We have performed a due diligence on many of the current “Eco” type programs and found the EU “Eco-label” to be the most credible.

Ecolabel HD: Could you please describe your environmental objectives at iZWool? Stuart: We aim to create the world’s most sustainable source of fibre, being Australian merino wool, and deliver to this to the globalconsumer providing full production transparency and accountability of our supply chain. Thisaim considers the environment, our animals producing the merino fibre and the peopleassociated with the production, including the consumer.

March 2004


PART 2: PROMOTION ACTION PLAN

BIO INTELLIGENCE SERVICE S.A. Société anonyme au capital de 202 410 Euros. RCS Paris B 950 576 405 - TVA FR-37 950 576 405

Siège Social : 1 rue Berthelot 94200 Ivry sur Seine - tél 01 56 20 28 98 fax : 01 58 46 09 95 - e-mail : [email protected]

BIO Intelligence Service

OPERATION OF AN EU ECO-LABEL HELP DESK FOR THE SUPPORT AND THE PROMOTION OF THE

EUROPEAN ECO-LABELLING SCHEME

EUROPEAN COMMISSION DG ENVIRONMENT

SUSTAINABLE DEVELOPMENT AND INTEGRATION (ENV/G/2)

PROMOTION ACTION PLAN FEBRUARY 2004 Contact Eco-label Helpdesk c/o BIO Intelligence Service

Mrs. Véronique MONIER Tel : +33 1 56 20 28 98 E-mail : [email protected]

Ms. Cécile DES ABBAYES Tel : +33 1 56 20 28 98 E-mail : [email protected]

February 2004


C O N T E N T

1. MARKETING AND COMMUNICATION STRATEGY RECOMMENDED.................................... 3

1.1. Objectives Set Up .......................................................................................................3 1.2. Strategy Recommended.............................................................................................3

2. PROMOTION ACTION PLAN SUGGESTED ..................................................................... 6

2.1. Horizontal Actions ......................................................................................................7 2.1.1. Summary of Horizontal Action Plan .......................................................................7 2.1.2. Detailed Horizontal Action Plan .............................................................................8

2.2. Actions Specific to Product Groups .......................................................................20 2.2.1. Summary of Action Plan Specific to Product Groups ..........................................20 2.2.2. Detailed Action Plan Specific to Product Groups.................................................21

February 2004


1. MARKETING AND COMMUNICATION STRATEGY RECOMMENDED

1.1. OBJECTIVES SET UP ■ The general MMG’s objectives concern: • the increase of the number of eco-labelled articles, • the increase of the visibility of the Flower in MSs, • the increase of the awareness of producers and retailers, • the recognition of the logo by consumers.

The actions presented in this document have been defined in order to help achieving these objectives, with a particular interest in increasing the penetration rate of eco-labelled products, i.e. to create the first purchasing act (other actions will be necessary to ensure consumers loyalty on the long term). ■ To maximise the efficiency of marketing actions is also very important. For that purpose, some efforts could be dedicated to improve the management of existing initiatives / information within EUEB. ■ These objectives are compatible with the limited resources (time and budget) dedicated to this mission. 1.2. STRATEGY RECOMMENDED ■ Important preliminary remark: it is crucial to develop criteria for more product groups

One reason is to gain the interest of retailers. Since the Flower has been designed primarily as a B2C tool (to facilitate consumer choices), most of the products concerned are mass production products distributed through retailers. As shown in previous in-depth marketing studies carried out for the Flower development, large retailers can play a key role in the promotion of the Eu eco-labelling scheme (at least in MSs where supermarkets are largely implemented) but require to have enough product groups in the assortment of labelled product to communicate on (‘range effect’).

Today, criteria exist for 21 product groups and 4 additional are under development, corresponding to 11 different families (cleaning, paper, textile…). But only 5 or 6 of these families are of interest for non-specialised retailers. ■ In order to get maximum impact with limited resources, we recommend:

• to target both the demand side and the supply side of the two ‘products’ involved: the Flower logo itself and eco-labelled products, while taking into account stakeholders strategies and motivation,

• to target key stakeholders who are able to generate multiplying effects, • to strengthen existing Flower promotion initiatives and to take part to existing actions not

involving the Flower yet, • to select actions which are relatively quick and easy to implement.

February 2004


Supply and Demand at 2 Levels

Possible stakeholders categories to be targeted either as key stakeholders able to generate multiplying effects:

The Flower Eco-labelled products Stakeholders categories

Dec

isio

n-m

arki

ng

– D

eman

d si

de

Dec

isio

n- m

arki

ng

– Su

pply

sid

e

Pre

scrip

tion

Info

rmat

ion

Dec

isio

n- m

arki

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– D

eman

d si

de

Dec

isio

n- m

arki

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– O

ffer s

ide

Pre

scrip

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Info

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Professional purchasers Consumers CBs & EUEB Producers • Large companies • SMEs

Retailers Holders Potential holders NGOs • Consumers • Environment

Press & media Youth Institutional stakeholders Experts Example of existing initiatives to be strengthened or to take part to: • National initiatives made by CBs, • Existing networks, • Web sites, • Information letters, • Green week, • European Campaign on Environment (when it is launched).

Ecolabel as « product

to be promoted »

ProducersRetailers

Supply

EUEB

Demand

ProducersRetailers

Supply

EUEB

Demand

Labelised products put on

the market

Demand

Retailers Consumers

Professional purchasers

Supply

ProducersRetailers

Demand

Retailers Consumers

Professional purchasers

Supply

ProducersRetailers

February 2004


■ Two categories of actions are distinguished:

• Horizontal actions, which do not require to focus on selected product groups and which can potentially benefit to all product groups,

• Actions specific to a given product group, either for impact maximisation purposes or for resources limitation constraint.

For practical reasons, it is suggested to focus on five priority product groups each year. Final selection will be made by the MMG.

Possible Priority Product Groups for 2004 (5 to be selected)

Product group Current situation Paints and varnishes Significant number of holders in several MSs

Detergents Few holders in few MSs Textile Significant number of holders in some MSs

Footwear Few holders in few MSs Furniture Product under development

Tourism accommodation Few holders in few MSs ■ Split of the work between Helpdesk and CBs Generally speaking, the Helpdesk will focus on actions to be carried out at the Eu level while CBs will intervene at national level. Most of the actions with a national dimension will require CBs intervention. To maximise the success of these actions, we recommend a four-stage implementation:

• Helpdesk prepares an action / a material,

• Helpdesk implements the action / tests the material with one stakeholder selected among those targeted,

• Helpdesk finalises the definition of the action or the elaboration of the material,

• CBs expand the action at national level. ■ For each action, indicators will be defined to assess its efficiency. First partial indication about how to assess action efficiency are given in the following pages. Further work will be done to finalise it, once all precise actions are defined. ■ For efficiency reason, the action plan comes within a temporal framework:

• Most of the promotional actions are not one-shot actions but will require follow-up to lead to measurable results,

• In several areas, before coming up with concrete actions to implement, a diagnosis phase is necessary to understand: − what has already been done, − which synergies can be developed, − what are the success stories to learn from, − ….

February 2004


2. PROMOTION ACTION PLAN SUGGESTED ■ The action plan described hereafter concerns year 1, i.e. 2004. ■ This chapter is split between two parts, one for each of the two categories of actions:

• horizontal actions, which do not require to focus on selected product groups,

• actions specific to a given product group. For each horizontal action, product groups families concerned in priority are mentioned, using the following classification (25 product groups organised according to 11 families). Cleaning

• All purpose cleaners • Dishwashing detergents • Hand dishwashing detergents • Laundry detergents

Paper • Tissue paper • Copying and graphic paper • Printed paper (under development)

Household Appliances

• Dishwashers

• Refrigerators

• Vacuum cleaners

• Washing machines

Footwear • Shoes

Textiles

• Clothing, bed linen and indoor textiles

Furniture

• Furniture (under development)

Bedding

• Mattresses

Gardening

• Soil improvers

Do-it-yourself • Hard floor coverings • Paints and varnishes • Light bulbs • Lubricants (under development)

Electronic Equipment • Personal computers • Portable computers

• Televisions

Services

• Tourist accommodation Service • Camp site service (under development)

February 2004


2.1. HORIZONTAL ACTIONS 2.1.1. Summary of Horizontal Action Plan

Promotion actions proposed for 2004 Public purchasers • Information to public purchasers in general • Promotion of the Flower to selected organisations (EC, CBs) Private purchasers • Promotion of the Flower to companies having implemented an environmental system

management (EMAS, ISO14001) Producers • Establishment of a close cooperation with UEAPME and PLMA • Inventory of actions already planned and of existing initiatives / tools • Specific actions targeting SMEs will then be defined Retailers • Establishment of a close cooperation with Eurocommerce • Inventory of actions already planned and of existing initiatives / tools • Specific actions will then be defined Press • Assessment of actions undertaken in the framework of the campaign to be launched next October• Action plan for 2005 will then be elaborated NGOs • Establishment of a close cooperation with BEUC, COFACE and EEB • Inventory of actions already planned and of existing initiatives / tools • Specific actions will then be defined Youth and teachers • Inventory of actions undertaken in the framework of the campaign to be launched next October • Actions assessment • Action plan for 2005 will then be elaborated Holders / new potential holders • Feasibility study of holders club creation Sponsors • Research of sponsors EUEB internal organisation • Diagnosis on how information about promotion actions / tools are shared between MSs and

definition of needs • Action plan for 2005 will then be elaborated

February 2004

CE DG Environment – Helpdesk European Eco-labelling Scheme – Promotion action plan 8

2.1.2. Detailed Horizontal Action Plan

Target / Initiatives Benefits expected from actions implementation

Public purchasers (decision-makers on demand side)

• Short term: awareness increase • Medium term: volume (public procurement represent more than

14% of EU GDP), thus: - Motivating sign to producers (size and durability of markets) - Visibility (allowing communication) - Exemplarity for private purchasers - Credibility (for consumers)

Product groups concerned in priority Cleaning Paper Household Appliances Footwear Textiles Furniture Bedding Gardening

Do-it-yourself Electronic Equipment Services

Promotion actions planned in 2004 Who / When

Assessment of action efficiency

To make use of the ‘Greening of Administrations’ European Program Get in touch with the person responsible for the program at the EU level (EC – Mrs. Jill Michielssen) to identify possible actions (information diffusion to national contact points and specialised press, participation to training sessions, to workshops, to shows…) This action will result in the definition of further actions, to be split between Helpdesk and CBs

Helpdesk / Mid March

February 2004




To promote the Flower towards European Commission purchasers State of the art of green purchasing at the EC level (Who are decision-makers? Already approached? Obstacles and levers?…) Get in touch with the person responsible for the implementation of EMAS within the EC (EC – Mr. Jorge Diaz Del Castillo) to inform / convince for the Flower to be included into EC purchasing greening This action will result in the definition of further actions, to be split between Helpdesk and EC

EC / Mid March EC (or Helpdesk?) / Mid March

To promote the Flower towards Competent bodies purchasers Inform / lobby decision-makers in each CB organisation in order to green their own purchasing Experience sharing within CBs

CB / asap

To make use of the Green Spider Network (Ministries of Environment and Environmental Agencies in MSs) Get in touch with a representative of the Network to identify how they can be involved This action will result in the definition of further actions, to be split between Helpdesk and CBs Remark: Green Spider Network contact points could be asked to disseminate information towards: • the purchasers of their own organisation • key relays in their country


• Follow-up emails

• Telephone interviews

To make use of the ICLEI-Local Governments for Sustainability1 and Agenda 21 initiative2 Get in touch with persons responsible for Green purchasing and ICLEI Local Agenda 21 Campaign3 to identify possible actions (information diffusion to local web sites, participation to training sessions, to workshops, shows4…) This action will result in the definition of further actions, to be split between Helpdesk and CBs



• Telephone interviews

1 International association of local governments implementing sustainable development (www.iclei.org).

February 2004




To advertise online through Green Purchasing Web sites and other Green Portals Establish a list of Green Purchasing Web sites (at the Eu and national levels) and other Green Portals Analyse how the Flower is presented This action will result in the definition of further actions, to be split between Helpdesk and CBs

Helpdesk (with CBs) / End March


• Web site consultation

For all these targets Possible actions (to be decided once first contacts are taken with stakeholders above-mentioned): • Organisation of information meeting for purchasers (at EC level, within CBs…) • Preparation of materials to be disseminated at Eu level or at a national level by national contact points:

- Information email - Practical advice on how to include references to the Flower into calls for tenders - Press release for existing news letters - Information kit for existing web sites

• Update of the EC Green Procurement Web Site (http://europa.eu.int/comm/environment/green_purchasing) • Participation to meetings, workshops, shows, training sessions…

Helpdesk Helpdesk and EC Helpdesk or CBs

2 Agenda 21 is a comprehensive plan of action to be taken globally, nationally and locally by organisations of the United Nations System, Governments, and Major Groups in every area in

which human impacts on the environment. ICLEI has positioned itself in the growing LA21 movement -which presently counts more than 2000 communities involved- as a developer and promoter of standards for LA21 planning.

3 The mission of the Local Agenda 21 Campaign is to build a worldwide movement of local governments and associations dedicated to achieving sustainable development through participatory, multi-stakeholder sustainable development planning and the implementation of resulting LA21 action plans.

4 E.g. shows for mayors

February 2004


Target / Initiatives Benefits expected from actions implementation Private purchasers (decision-makers on demand side)

• Increased Flower awareness among private purchasers already involved in environmental initiatives



To promote the Flower towards companies having implemented an Environmental System Management Obtain (from EMAS helpdesk) the emailing lists of companies having implemented an Environmental System Management: • EMAS: at national level (e.g. through national environmental agency) • ISO 14001: through ISO organisation Prepare and disseminate a ‘sales leaflet’ promoting green purchasing in general and the use of the Flower in particular

CE & Helpdesk / End March Helpdesk / End April

• Preliminary email survey

• Follow-up email survey

February 2004



Producers (decision-makers on offer side)

• Increased Flower awareness among SMEs (SMEs constitute a great potential to increase the number of eco-labelled products)

• New holders • Suggestion for new product groups

Product groups concerned in priority Cleaning Paper Household Appliances Footwear Textiles Furniture Bedding Gardening

Do-it-yourself Electronic Equipment Services



To establish a close cooperation with UEAPME5 and PLMA6 Get in touch with UEAPME and PLMA: • Inventory of planned events (news letters, Web sites, shows…) • Selection of events to participate / initiatives to take part to This action will result in the definition of further actions, to be split between Helpdesk and CBs. Possible further actions: • Participation to events • Preparation of materials to be disseminated to SMEs through UEAPME:

- Information email - Press release for existing news letters - Information kit for existing web sites

• Selection of potential holders to lobby (see next section – actions specific to selected product groups)

Helpdesk / End March

5 Union Européenne de l’Artisanat et des Petites et Moyennes Entreprises 6 Private Label Manufacturers Association

February 2004



Retailers (decision-makers on both offer and demand side)

• Increased Flower awareness among retailers which constitute key actors between producers and consumers

• New holders (private labels) • Local communication in stores

Product groups concerned in priority Non specialised retailers X Specialised retailers

Cleaning Paper Household Appliances XFootwear Textiles Furniture X Bedding X Gardening X Do-it-yourself X Electronic Equipment X Services



To establish a close cooperation with Eurocommerce Get in touch with Eurocommerce: • Inventory of planned events (news letters, Web sites, shows…) • Selection of events to participate / initiatives to take part to • Potential targets: non specialised retail, specialised retail, distant sale, centralised purchasing organisations This action will result in the definition of further actions, to be split between Helpdesk and CBs. Possible further actions: • Participation to events • Preparation of materials to be disseminated to retailers through Eurocommerce:

- Information email - Press release for existing news letters - Information kit for existing web sites

• Selection of potential holders to lobby


February 2004



Press (opinion relay)

• Increased general public or professionals awareness

Product groups concerned in priority: all



To inform journalists and media For 2004, transversal actions targeting press will be undertaken at national level in the framework of the campaign planned for October 2004 First, an inventory of actions undertaken at national level in the framework of the campaign could be done (through a mini questionnaire sent to CBs) Then, an assessment of these actions could be done by CBs (with Helpdesk help if useful): • Define and implement efficiency indicators • Assess actions efficiency Action plan for 2005 will then be defined Remark: in addition to these horizontal actions, specific actions are recommended hereafter at product group level

Helpdesk / November CBs / November Helpdesk / December

February 2004



NGOs (prescribers)

• Multiplying effects towards consumers and local decision makers (local authorities, retail spaces, press…)




To inform through consumers organisations: BEUC7 and COFACE8 and environmental organisations: EEB9 Get in touch with a representative of each of the 3 organisations (preferably EUEB members) to identify actions already planned This action will result in the definition of further actions


7 BEUC Bureau Européen des Unions de Consommateurs (the European Consumers’ Organisation) 8 COFACE Confédération des Organisations Familiales de l’Union Européenne (Confederation of Family Organisations in the European Union) 9 EEB European Environment Bureau

February 2004



Youth and Teachers (decision makers on the demand side)

• Modification of parents purchasing decisions • Development of future generations awareness




For 2004, horizontal actions targeting youth and teachers will be undertaken at national level in the framework of the campaign planned for October 2004 First, an inventory could be done (through a mini questionnaire sent to CBs): • Establish the inventory of actions undertaken at national level in the framework of the campaign • Identify materials developed Then an assessment of these actions could be done by CBs (with Helpdesk help if useful): • Define and implement efficiency indicators • Assess actions efficiency Action plan for 2005 will then be defined (material sharing, actions to be duplicated in other MSs…)

Helpdesk / November CBs / November Helpdesk / December

February 2004



Holders / New potential holders • For holders: to develop loyalty towards the Flower • For new potential holders: to increase interest for the Flower




To create the Holders club Feasibility study of holders club creation (European or national scale? Language obstacle? Forum space on Eco-label web site? Events (award…)? Budget? …) Recommendations will be made for creation in 2005

Helpdesk with MMG / End June

February 2004



Sponsors • Increased Flower awareness of consumers and citizens in general




To find sponsors Selected organisations could be contacted to identify sponsoring possibilities, for instance in the framework of the Green Week in Europe (organisations with a sustainable development policy will be preferred): • Mail companies (idea: to have stamps printed with the Flower) • Major air transport companies (idea: to have the Flower on carts) • Public transport companies in European capitals (idea: to have the Flower on buses, in subway stations) • ID picture cabins, e.g. Photomaton in France (idea: to have the Flower on the back of the ID picture) Helpdesk could intervene first to test this idea and assess the results which could be expected from this action. If promising, helpdesk could prepare useful material and CBs could then expand at the national level.

Helpdesk & CBs / by End May

First contacts will be taken; further contacts are likely to be necessary afterwards to achieve results in 2004 or most likely later on

February 2004



EUEB • Improve the management of existing initiatives /

information within EUEB • Duplicate success stories, find synergies…



EUEB internal organisation • Diagnosis on how information about promotion actions / tools are shared between MSs • Definition of needs to improve information sharing Action plan for 2005 will then be elaborated First ideas: • Internet platform for CBs to share information / materials • Common database

Helpdesk / End 2004

February 2004


2.2. ACTIONS SPECIFIC TO PRODUCT GROUPS 2.2.1. Summary of Action Plan Specific to Product Groups NB: this chapter will be adjusted once the MMG makes the final selection of the 5 priority product groups for 2004.

Product groups concerned Promotion actions planned in 2004

Paint Detergent

Textile

Footwear

Tourism

Promotional material • Preparation of ‘sales leaflets’ (justification of benefits for using eco-labelled products)

adapted to targeted groups

Public purchasers • Preparation of ready-for-use texts to be included in call for tenders (one per product group) • Identification of purchasers motivated to buy eco-labelled products

Architects and public owners (prescription) • Preliminary research to identify how to reach architects and public owners • Specific actions will then be defined

Retailers • Identification of retailers motivated to have eco-labelled products in their assortments

New potential holders • State of the art of current commercial actions by CBs • Preliminary research to see how new potential holders could be identified • Specific actions will then be defined

February 2004


2.2.2. Detailed Action Plan Specific to Product Groups

Product group Current situation Benefits expected from actions implementationPaints and varnishes Significant number of holders in several MSs

Detergents Few holders in few MSs Textile Significant number of holders in some MSs

Footwear Few holders in few MSs Tourism accommodation Few holders in few MSs

• Increased eco-labelled products demand • Higher holders loyalty towards the Flower (as

indirect effect of demand increase) • More holders • Increased visibility towards consumers

Product groups concerned


Assessment of action efficiency Paint Deter

gent Textil

e Footwear

Tourism

To have appropriate promotional material Having ‘sales leaflets’ (justification of benefits for using eco-labelled products) adapted to targeted groups will be useful: • a ‘sales leaflet’ adapted to professional purchasers • a ‘sales leaflet’ adapted to retailers • a ‘sales leaflet’ adapted to consumers • a ‘sales leaflet’ adapted to producers A preliminary diagnostic will be performed to see whether / how existing material can be updated / completed Depending on the result of the diagnostic, material will be updated / elaborated


To have public purchasers asking for eco-friendly products Prepare ready-for-use texts to be included in call for tenders (one per product group) Identify public purchasers motivated to ask for eco-friendly products (through horizontal actions targeting public purchasers – see above) Accompany them in order to build success stories and communicate

Helpdesk and EUEB / End April Helpdesk & CBs / End April

February 2004


Product groups concerned Promotion actions planned in 2004 Who /

When Assessment

of action efficiency Paint Deter

gent Textil

e Footwear

Tourism

To promote eco-labelled paints towards architects and public owners (prescription) Carry out a preliminary research to identify: • Professional organisations • Web sites • Specialised press • HQE buildings (Haute Qualité Environnementale) Possible actions (to be decided once preliminary research is carried out): • Materials dissemination (‘sales leaflet’, text to be included in call for tenders, press

release…) • Participation to meetings, workshops, shows, training sessions…

Helpdesk and CBs / End March

To have retailers asking for eco-labelled products (e.g. for their private labels) Identify retailers motivated to have eco-labelled products in their assortments Accompany them in order to build success stories and communicate

Helpdesk and MMG / End April

To find new potential holders State of the art of current commercial actions by CBs Carry out a preliminary research to see how new potential holders could be identified (with UEAPME and PLMA help or through specific work to make an inventory of SMEs per product group per country…) This action will result in the definition of further actions, to be split between Helpdesk and CBs

Helpdesk / Mid April Helpdesk / End April

February 2004


March 2004


PART 3: IMPLEMENTATION OF THE PROMOTION ACTION PLAN

March 2004


1. PRELIMINARY INTERVIEWS FOR DIAGNOSIS The minutes of the interviews already performed are enclosed in this chapter. 1.1. EURO COOP Contact person: Louise Ousted Olsen - Senior Adviser +32 2 285 00 76 [email protected]

■ Euro Coop organisation Euro Coop is the European community of consumer cooperatives. Its Secretariat is based in Brussels. Its members are the national organisations of consumer cooperatives in 15 European countries. Created in 1957, Euro Coop today represents over 3,200 local and regional cooperatives, the members of which amount to more than 20 million across Europe. The objectives of Eurocoop are:

• Centralise and diffuse information on current developments in economic and consumer policy issues which are of interest to members;

• Constitute a forum for the regular exchange of information and the co-ordination of member organisations' common interests;

• Promote, defend and represent consumer interests at European level;

• Represent the members at the European institutions in order to realise the previously mentioned social objective

Euro Coop regularly organises conferences. The last one took place in Brussels, on 23 March 2004, and was about “Fair trade – A contribution to Sustainable Development?” Euro Coop offers the possibility to send its press releases and position papers via e-mail, and publishes 4 monthly newsletters. One of them deals with the environment: “Info environment”. To subscribe: www.eurocoop.org On priority issues identified by members Euro Coop prepares positions papers or comments, approved and endorsed by the full members, are widely circulated at EU level. Recent positions include comments on the EU food legislation, the use of antibiotics in animal feed, the EU eco-label scheme, etc. ■ General position towards the Flower and general ideas for promotion plan Eurocoop is in favour of the Flower. But more every-day products have to be developed, to increase the visibility of the Flower towards consumers. Till now, it is difficult to communicate towards consumers because too few eco-labelled products are available on shelves.

March 2004


As a consequence, • List of target groups: retailers should be put up the list as they provide producers with

a place to sell their products and the consumers a place to buy them.

• The Action Plan should identify the three biggest retailers on the market, especially those working with own-brand products, where there could be a potential to promote and develop eco-labelled products.

• The Action Plan should also target producers, who would have a positive attitude towards the Eco-label in order to develop more products.

• For both retailers and producers that would agree on promoting eco-labelled products, the Action Plan should offer their buyers within the companies training and education in order to raise their awareness and understanding of the Eco-label.

■ What Eurocoop could do to promote the Flower?

• Transfer information to national members, which can inform consumers through magazines, E-mail news, leaflets, consumer panels, seminars.... But each national organisation will decide what to do, depending on its own policy.

• The Helpdesk could submit their ideas for promotion actions to Euro Coop, which could forward them to their members in order to receive feedbacks from them.

■ Ideas tested

• Would their members communicate on major initiatives from producers or retailers? (idea: to argument towards producers and retailers that their initiative will have a large covering among consumers). Can not commit. Depends on members' own policy. Potential problem to overcome: NGOs may want to avoid advertising specific products and companies.

March 2004


EC – GREENING OF PUBLIC PROCUREMENT Contact person: Jill Michielssen - EC - In charge of 'Greening of Public Procurement' at the EU level +32 (2) 296 15 57 [email protected] ■ Legal background February 2004: new directive on public procurement Call for tenders can now include ecological specifications, and the Flower can be used by suppliers as a proof (among others) that ecological specifications are reached. Below the paragraph which merely reflects the text of the new directives on public procurement (2004/17 and 2004/18). "The new public procurement directives explicitly allow to make use of the underlying specifications of Eco-labels when defining performance-based or functional environmental requirements, provided that :

� the specifications are appropriate for defining the characteristics of the supplies or services covered by the contract (meaning that you can only use the specifications which qualify as "technical specifications" as defined in the directives)

� the requirements for the label are based on scientific information � the eco-labels are adopted with the participation of all stakeholders, such as

government bodies, consumers, manufacturers, distributors and environmental organisations

� they are accessible to all interested parties.

Products and services bearing the eco-label are presumed to comply with the technical specifications. But you cannot make compliance with the eco-label mandatory. You must also accept other suitable evidence, such as a test report from a recognised body or a well established technical dossier of the manufacturer". ■ General context In the framework if the IPP, the EC has to encourage MSs to promote green purchasing by end 2006. ■ On going actions at the EC level (Jill Michielssen is responsible for them)

• EU Green Procurement Web site and database (developed by BIO Intelligence Service for DG Environment) are now on line on Europa Web site (http://europa.eu.int/comm/environment/green_purchasing)

• DG Environment and DG Market (interior market) are finalising a Green Procurement Guide, which should be published on the EC Web site before the summer.

March 2004


• Event (organised by a consultant) is planned for the following weeks to launch the guide. Promotion actions in MSs will take place in 2005.

• A network of national contact persons is being constituting. The idea is to build on the Public Procurement Consultative Committee (hosting by DG Market and gathering national contact points) which already exists. An expert meeting will be organised end of October 2004 where Public Procurement Consultative Committee members will be asked to send Public Procurement experts and Environmental Experts. If this meeting is successful, this will be the first step towards a network.

■ Idea submitted: write down and disseminate ready-for-use paragraphs specific to each

product group to include in call for tenders Jill is very interested by this practical idea. Represent an important work. Will keep the idea in mind for next year budget. ■ Follow-up

• Explore the on-going OECD 'Greening of Public Procurement' program (cf BIO’s contact in France for this project: Jean-Paul Ventère)

• Keep Jill informed of the OECD 'Greening of Public Procurement' program

• Explore the 'Buy Green Network' and Ecoprocura case studies on 7 product groups (ICLEI)

• Stay in touch with Jill (Guide promotion, network, ready-for-use paragraphs idea)

March 2004


1.2. EC – EMAS Contact person : Jose-Jorge Diaz-Del-Castillo : - EMAS implementation in the EC - EMAS promotion towards public and private organisations +32 (2) 296 82 63 [email protected] ■ EMAS implementation within the EC In this framework, an EMAS environmental policy including a green procurement line has been defined. "There is a great potential for green or eco-labelled products, but not only the Flower". Consultant: KWI (Austria) They are at the very beginning of the project. An action plan has been elaborated, to be signed by the Head of Unit. On the ground, they have to train people in charge of preparing call for tenders. They have made a survey among them, which shows they are not well aware of what they can do. Training may take place in May-June. The Helpdesk will be kept informed. ■ 3000 companies involved with EMAS The EMAS help desk deals with them. Idea 1 : send a letter to the 3000 companies. All of them could be interested in greening their purchasing (detergents, paper, etc.) Should be signed by Timo Makela (Director - DG Envt - Directorate G – Sustainable Development & Integration), who is in charge of the synergy between EMAS and Eco-label. This letter should be addressed to the top management of these companies Possible content : 1/ congratulation for EMAS 2/ raise awareness for the Flower Important to secure the feedback Idea 2 : use the existing communication tools for these companies --> Follow up : check with the EMAS helpdesk to see what already exists (web site, news letter, events...) and how we could communicate on the Flower ■ EMAS and local authorities A network of 115 mayors is contacted for EMAS. They have prepared an infopackage (letter + poster with mini photos of 90 mayors). 25 posters will be send to every mayors avec the letter, in mid-April. If a good feedback is received, there may be a possibility to use this network to communicate on the Flower. ■ Follow up

March 2004


• check how the idea of the letter to the EMAS companies can be implemented, and how to receive a feedback.

• recontact him mid-May pour check if the letter to the mayors is successful and how this network can be used for the Flower and the Toolkit. Also check what the Helpdesk can do for the formations.

2. ACTIONS FOR TEXTILES AND FURNITURE European Retail Services, aims to offer services to the retail sector, intermediaries, suppliers and retail related organisations in Europe via the Internet by use of the EUROPEAN SERVICE PASS. Presently two different passes are available: Fashion & Textiles, and Furniture & Furnishings. BIO is negotiating a contract (cf below) with them so as to promote the Flower on this Internet Platform.

March 2004


Cooperation Contract The European Commission – DG Environment has commissioned to BIO Intelligence Service the operation of the European Eco-label Helpdesk for the 2004-2006 period, with a contract renewable on a yearly basis. BIO Intelligence Service mission includes the promotion of the Eco-label, in particular for textile and furniture products. EURESS will launch at beginning of May 2004 a new service for fashion & textiles and furniture & furnishings professionals called ‘Pan-European SERVICE PASS’. This service includes the creation of a web site. In that context, EURESS and BIO Intelligence Service decides to establish a close cooperation. BIO Intelligence Service will financially support the ‘Pan-European SERVICE PASS’ initiative. In exchange, the logo of the European Eco-label will appear on the home page of the ‘Pan-European SERVICE PASS’ web site under the ‘supported by’ rubric. The logo of the European Eco-label and the web link will be put on line before the web site is officially launched by EURESS. EURESS will communicate to BIO Intelligence Service relevant information to assess the level of development and the success of the ‘Pan-European SERVICE PASS’ web site, in particular available statistics about the site. In addition to this first type of cooperation, EURESS and BIO Intelligence Service decides to regularly exchange on each own projects and initiatives (at least every 3 months), with the aim to develop other promotion actions for the European Eco-label (e.g. posters on EURESS booths during shows or fairs…). The financial support to be paid by BIO Intelligence Service is 5 000 Euros per year. The contract will be renewed at the beginning of each civil year (as the European Commission contract commissioned to BIO Intelligence Service). The financial contribution of BIO Intelligence Service for 2004 will then be proportional to the remaining months once the logo is on line and the web site launched (e.g. it will be 3 333 Euros if starting in May). Under the condition that the European Commission contract commissioned to BIO Intelligence Service is renewed at the end of 2004, the present contract will be automatically renewed for 2005. For the following years, the contract will be renewed upon mutual agreement of EURESS and BIO Intelligence Service. The payment schedule is as follows: For 2004 : - 50% upon signature of the contract, - 50% at the end of 2004. For 2005 : - 50% at the beginning of 2005, - 50% at the end of 2005. For EURESS For BIO Intelligence Service Mr. Pieter Freddy De Neef Mr. Eric Labouze Président Directeur Général Date Date Signature Signature

February 2004


3. ON-GOING CONTACTS BIO is in contact with PLMA, ICLEI, EUROCOMMERCE and UEAPME.

March 2004


March 2004


4. PRELIMINARY CONTACTS WITH SPONSORS BIO has organised a meeting with the director of the Sustainable Development Department of the RATP (Paris metro company), to check if there were possibilities to promote the Flower in metros and buses in Paris.

March 2004


February 2004


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