Selling Sustainability: The work doesn't end after receiving sustainability certification

摘要

IT is often proclaimed that sustainability is a journey, not a destination. This is certainly the case for members of the produce industry who choose to seek certification under one of the many programs available, or in development. After receiving certification, the next challenge is communicating to customers and the end consumer what that certification really means and why it is important, says Annie Gardiner, founder of Green Penguin Communications, a marketing communications agency for companieswho are committed to sustainability. We asked Gardiner, who wrote "Making the Most of Your Environmental Certification in the Marketplace" (excerpted with permission below) to add some candid comments and provide examples of growers who are doing well marketing their sustainable activities in the marketplace.