Companies are trying to use more sustainable processes and resources to match growing environmental and social awareness. Changing processes and resources incur some costs for the companies, but can lead to profit if properly managed. For these costs to turn into profits, the sustainability of the products must be effectively communicated to the consumers. Hence, adopting a smart marketing approach is important to be successful in a market where companies are competing over their 'green' image.

Proud to be labelled

In Bruges ... 

• Reduced plastics use
• 20 % less waste over five-year period

Hotel Fevery is a small family-run hotel located in the medieval city of Bruges which became the first fully Belgian hotel to apply for and obtain an EU Ecolabel certification. 

Thinking green from day one

• Environmental awareness-training decreases energy consumption by 80 kWh per tonne of output
• Training covers a range of subjects including energy management, waste management, water and chemicals

Hettich ČR, k.s. in the Czech Republic is a company producing metal mounting and ironwork for furniture. The forward-thinking company has implemented an environmental management system as part of its bid to improve green performance and save costs. 

Smarter farming saves power

• Audit reveals changes in equipment and practices to save energy
• Device for varying milking speed reduces electricity use by 20 %
• Heat recovery and improvements to milk chillers saves hundreds annually

U Godsell & Sons is a 200-head dairy farm near Gloucester, United Kingdom, which explored how to improve its energy performance.

Organisations in both the public and private sectors are increasingly aware of the need to train staff in energy efficient behaviour and operations. SMEs are beginning to follow suit, realising that the cost of training staff about energy efficiency is balanced by operational savings, improved competitive edge and image with customers and investors, and the positive effect on the environment. Saving electricity by switching off lights and turning down thermostats is a good start.

Sustainable packaging may include packaging made from recycled (e.g. paper, plastic) or bio-based materials, reusable packaging, take-back schemes, etc. In order to save resources in line with circular economy and environmental principles, sustainable packaging issues should be integrated into everyday business processes. One of the main preconditions for sustainable packaging development is to reduce its environmental impact while securing food/product quality and safety.

Biopolymer, the 'whey' forward

• Innovative EU project develops whey protein-based polymer 
• New 'green' product performs as well as traditional plastics but can be easily recycled 

An EU-funded initiative created innovative biopolymers from cheese byproducts as a green packaging solution. This promising technology, developed by the Wheylayer project, received significant scientific and commercial attention, leading to a follow-up project and eventual spin-off.

Greening the paper trail 

• A company providing paper, visual communication and packaging decided to improve its CSR strategy
• It developed an eco-analysis tool to communicate the benefits of recycled paper to customers

Antalis is a professional paper distributor and provider of packaging and visual communication solutions in Europe and the world (outside of the United States). It is the only operator in its sector with an international presence in 43 countries, among them the Czech Republic.