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Friday, 26 August 2011 14:00

How To Turn Green Legacy.. Into A Gold Brand

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A few months back, an interesting story caught my eye. It documented the green claims being made by Malt-O-Meal around their plastic bag packaging.

According to Malt-O-Meal, their bags created less environmental impact than the competition's boxes. They had, in fact, created a website titled 'Bag The Box' to tout these environmental claims.

From a strictly green perspective, this was a bit of a head scratcher: some of Malt-O-Meal's cereals do come in boxes; the bagged cereal bags are heavy plastic, with environmental baggage of their own; and the bags were introduced as cost-reduction measures years ago - it's not like Malt-O-Meal woke up one morning and decided to make the world a better place one bag at a time.

Digging deeper, I discovered Malt-O-Meal actually had a very credible green policy outside the bag. Their manufacturing plants have conservation programs, they're involved in the US EPA's SmartWay transport initiative, they purchase renewable energy, save water and waste, and use Energy Star equipment to cut down on power.

But it was the bag, and the potential greenwash that came with it, that made the news. So was it good news for the brand, or bad? Click Here to read the full story. Share &/or CommentΓû║

Read 7335 times Last modified on Wednesday, 17 October 2012 00:57

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