Premium scrambles for eco-status

By Dita De Boni

Egg-lovers with green tendencies are the latest group of consumers to be able to support the independent labelling of eco-friendly products.

East Tamaki-based Premium Packaging has become the first packaging company in the country to have its product - thermo formed fibre egg cartons - licensed by Environmental Choice New Zealand and on shelves under Woolworth's First Choice brand and Foodstuffs' Pam's house label.

Environmental Choice is an independent, Government-endorsed programme that encourages companies to qualify to use the Environmental Choice New Zealand label and covet a market of consumers with conscience.

Premium Packaging managing director Matt Carter says although an environmentally friendly carton is more expensive to produce, he believes his product is superior than conventional egg cartons both in presentation and the fact it is made from 100 per cent recycled paper.

Environmental Choice's Melissa Arseneault says 95 New Zealand products now sport the logo, including paint-makers Resene and Gracefield Paper's "Elite" brand products, with a further 25 labelled products to be launched in outlets of The Warehouse across the country in the coming month.

She says licensing a company to use the Environmental Choice logo can cost anything from $500-$5000 annually depending on its turnover, as well as $300 and upwards for an independent assessment, but claims the costs pay off through positive publicity for the product.

"At the moment a lot of companies 'self claim', they put various claims on their products, but consumers are increasingly wary and are looking for a credible source of verification."

One company which has found the Environmental Choice logo a plus internationally is Feltex Carpets. It paid around $100,000 in 1994 to gain the accreditation.

The ability of the company to be able to prove the environmental safety of their entire carpet-making process helped score them a "substantial" part of the contract to provide carpet for the Sydney 2000 Olympic Games.