Grand & Toy has introduced a new system to show customers how environmentally friendly its products are.
Launched March 31, the “Greener Office Initiative,” labels products on Grand & Toy’s new online catalog of “green” products with one of three shades of green based on how much care for the environment went into its production.
Gaurav Sharma, senior director of marketing at Grand & Toy told Marketing the company created the program in response to consumer demand for ethically made products, especially from its biggest customers – big banks and blue chip brands. In the past decade, Sharma said its biggest corporate clients have introduced procurement standards that include quotas for green products.
The green catalog is designed to make it easier for those customers – and consumers at large – to find products that are environmentally friendly. A light green seal means the product has at least one green attribute, such as containing recycled materials or being compostable or energy efficient.
The mid green label signifies one or more attributes at a “high level,” while the dark green signifies the highest level. The levels, according to Sharma, are determined by the number of certifications a product has received from third party organizations.
The rating system, first introduced at Grand & Toy parent-company Office Depot in the U.S., also takes into account the level of commitment a brand has taken in ensuring a product is environmentally friendly. For example, paper that is created with 50% recycled materials will rate higher than a paper that’s made with 30% recycle materials.
In Canada, the initiative is being rolled out with a PR campaign by Environics Communications. Rather than direct sales, Sharma said Grand & Toy’s main goal with the campaign is to improve brand perception and create positive sentiment on social media and in the press.
