Interim report. EU Ecolabel Marketing for products

Transcription

1 EU Ecolabel Marketing for products Work on the implementation of the EU Eco-Label Scheme in the areas of marketing, product group development and stakeholder representation. LOT 7 Marketing of Products Service contract no /2007/479554/MAR/G2 (2 nd elongation of no /2005/420195/MAR/G2) Interim report Status May/June

2 This interim report presents the strategy and work of the EU Ecolabel Marketing for Products team performed in the first half of 2008 till beginning of May. EMP team 2008 Andreas Scherlofsky, Rainer Stifter Energon - Energie- und Umweltmanagement GmbH, Wien, AT Ernst Leitner, Stefan Tauchhammer, Susanne Schlaffer, Ingrid Gaßner G&L Werbe- & Verlags GmbH, Wien, AT Vilma Eri, Katalin Varga CES - Center for Environmental Studies; Hungary, Budapest Nick Paxevanos ECPA, Denmark, København Dagmar Diwok ACTA. Milano, IT Ecolabelling Norway Catrhine Elger Ecolabelling Norway, Oslo Katerina Amfilochiou SPEED DEVELOPMENT Greece, Athens Tanja Muenchmeyer, BIO Intelligence Service S.A. France, Ivry-Sur-Seine Ckees van Oijen IVAM UvA BV - dept. Chemical Risks Netherlands, Amsterdam Jan Pavlik Enviros s.r.o. Czech Republic, Prague (in cooperation with Cleaner Production Centre SK) Joanna Tkaczyk Polish Centre for Testing and Certification (sub-contractors) W. Andreas Scherlofsky, 1 st of July

3 CONTENT 1.1. Executive Summary Central project activities EU-wide Results and conclusions of previous activities Situation of the EU Ecolabel in Spring Strategy and Steps for Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project Annex CENTRAL TASKS GUL/Energon activities in AT and EU Results and conclusions of previous activities Situation of the EU Ecolabel in Austria Strategy and Steps for Actions completed by the end of April Press releases Ecolabel Synergy Workshop Austria EU Ecolabel presentation for Thai Textile industry delegation EU Ecolabel Textile Workshop for Companies preparation Next steps up until the end of project Result expectation at the end of project Annex AUSTRIA BIO IS activities in France Results and conclusions of previous activities Situation of the EU Ecolabel in France Situation of industry Strategy and Steps for Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project Annex FRANCE BIO IS activities in Spain Results and conclusions of previous activities Situation of the EU Ecolabel in Spain Situation of industry Strategy and Steps for Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project Annex SPAIN ENVIROS activities in Czech Republic Result and conclusion of previous activities Situation of the EU Ecolabel in Czech Republic Situation of industry Strategy and Steps Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project

4 1.6.7 Annex CZECH REPUBLIC ENVIROS activities in Slovak Republic Result and conclusion of previous activities Situation of the EU Ecolabel and industry in Slovak Republic Strategy and Steps Actions completed by the end of April Next steps up until the end of project Result expectation EPCA activities in DK, Europe, Asia Result and conclusion on previous activities Situation of EU Ecolabel and textile market Strategy and Steps Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project Annex DENMARK, ASIA etc SPEED activities in Cyprus Result and conclusion of previous activities Situation of the EU Ecolabel in Cyprus Strategy and Steps Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project SPEED activities in Greece Result and conclusion of previous activities Situation of the EU Ecolabel in Greece Situation of industry Strategy and Steps Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project Annex GREECE PCBC activities in Poland Result and conclusion of previous activities Situation of the EU Ecolabel in Poland Situation of industry Strategy and Steps Steps finished till end of May Next steps till end of project Result expectation at the end of project CES strategy in Hungary Result and conclusion of previous activities Situation of the EU Ecolabel in Hungary Strategy and Steps Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project Annex HUNGARY 69 4

5 1.13 ACTA activities in Italy and Romania Result and conclusion of previous activities Situation of the EU Ecolabel in the covered country Situation of industry in Romania Strategy and Steps Actions completed by the end of April Next steps up until the end of project Result expectation at the end of project ELNOR activities 2008 in Norway EU Ecolabel Situation in Norway Strategy & steps Next steps up until the end of project Next steps till end of project Result expectation at the end of project Annex NORWAY IVAM activities in the field of lubricants Result and conclusion of previous activities The EU Ecolabel and the lubricant market Strategy and activities Steps finished till end of April Next steps till end of project Result expectation until end of Annex LUBRICANTS - IVAM 89 5

6 1.1. Executive Summary In 2008 the 3 year s project will have its finish. Starting with the main focus on (1) getting new applicants and (2) raising the visibility on the market the project focus was soon extended to additional goals like the build-up or support for regional EU Ecolabel systems (i.e. in Romania). To answer the different regional situations, threads and requirements the project agenda 2008 was again revised: - Improvement of acquisition by intensification of exchange of experience and tools (project platform, presentations, press-kit), cooperation of sectoral and regional teamwork, by internal team coaching and a Best practice acquisition training workshop - Development of Best practice examples and tools for P.O.S. promotion and Trade fair participation: Posters, roll-ups, - Development of special tools: Marketing Guide (Best practice examples of marketing and using the logo), Acquisition Guide, Promotion Guide During 2007 the first crops of acquisition work appeared: the first applications started and the first awards were celebrated. Details have been reported in the short paper of the final report The focus of our project started with a broad range of product groups in 2006, was developed in 2007 and in 2008 covers mainly textiles, lubricants, detergents, soaps & shampoos and paints & varnishes. Andreas Scherlofsky Focusing and Synergy Focus Synergy Potential 2008 Textiles 6 Lubricants 5 P.O.S. promotion 3 P&V 3 Covered region Partner EU IVAM Lub. (EU) Lub. (EU) Lub. (EU) EU, Asia EPCA - Tex. (DK, Indonesia, Thailand) Tex. (DK, China, Indonesia, India + coaching) AT Energon/G&L Det. houshappl., P&V, Tiss. S&S (retailers) Tex, S&S, ev. HP BE BIO IS Det., P&V - - CY SPEED P&V, Mat. Det., S&S P&V CZ ENVIROS Tex, P&V POS promotion (Tesco) PRO (Biostyl, Tesco) FR BIO IS Tex., Pap., Lub. S&S + others HP, Tex., GR SPEED P&V, Mat., Det. Tex. Lub., Footw. HU CES P&V, hfcov., SI, Tiss., Det. PRO (Green Niche Store, press) PRO (Greenexpo, Tesco, Green Niche Store) P&V, Det., Tiss., Lub. IT ACTA Pap., Det., PRO (PRO), CB support CB support NOR ELNOR - - Tex., Training for POS sales forces, campaign with storehouses PL PCBC (06:CES) P&V, Det., SI S&S, Vacuum cleaners, Det. Tex., Lub,. RO ACTA - Info of key stakeholders, press and web work, selected company contacts Lub, Mat., Laptops, Tex., Info of key stakeholders, GPP seminars, PRO (ECO-ZONNE) SK ENVIROS P&V, Det., Pap. CB support, information PRO (Biostyl, Tesco), info ES BIO IS - S&S, Det., P&V 6

7 There were also slight changes in the country coverage undertaken: The BIO IS focus switched from France and Belgium in 2006 to France and Spain in 2007 and 2008, the Hungarian partner CES gave over the Polish part of his country focus to the new Polish partner PCBC in the end of The Italian focus of ACTA was reduced and made room for an engaged support of the Romanian Ecolabel system. The project work in the North (Denmark, Sweden, Norway) performed by Valor & Tinge in 2006 was replaced to a Danish/Asian focus by a new partner EPCA since 2007 and a Norwegian focus performed by ELNOR in The following table gives an overview of the events and workshops which have been performed, are in preparation or will be organised during 2008 (status 1 st of May 2008): Partner WORKSHOPS(WS) & EVENTS EU Team 14/15 JAN Brussels Project Kick-off 2008 EU, EPCA FEB MAR Acquisition coaching WS in Prague, Budapest, Warsaw Asia JUN Lenzing presentation at Textile company workshop EU IVAM Cooperation with SPEED and ACTA (WS in Athens and Bucharest) 3 JUN San Sebastiano LUBMAT conference 2 OCT Minsk LUBMAT conference AT Energon/G&L with 8 FEB Vienna Synergy WS Strategy and focus 2008 Ministry (CB) and 21 APR Lenzing EL Textiles for Thai delegation VKI JUN Lenzing Company WS textiles CZ ENVIROS with Energon, EPCA, and CZ CB 11 FEB Prague Synergy WS with CB (Textile. Cooperation) MAR Prague Biostyl Trade fair SEP Prague,.. TESCO promotion /quiz SK ENVIROS SEP Bratislava,.. TESCO promotion SEP Bratislava Biostyl IT ACTA (networking support for CB) RO ACTA with IVAM 17 MAR Bucharest Company WS lubricants SEP Cluj Company WS textiles SEP Cluj EcoZonne Fair HU CES with IVAM, CB Energon PL PCBC with Energon, G&L, IVAM 29 FEB Budapest Synergy WS MAR Budapest Green Expo? Coop. with Niche store? Cooperation with TESCO 17 MAR Warsaw Acquisition WS 18 MAR Warsaw Acqisition Training WS? Coop. with TESCO? Company WS textiles? Company WS lubricants GR SPEED with IVAM 12 MAY Athens Company workshop lubricants CY SPEED (follow-up contacting and support for companies) FR BIOIS with CB 24 JUN Company WS heat pumps 13 JUN.. Company WS textiles ES BIOIS with CB 11 JUN.. Company WS paints & varnishes NO ELNOR W 38 Norway Strore house campaign 7

8 1.2. Central project activities EU-wide Results and conclusions of previous activities Core part of central tasks is the project management including contracting, budgeting and bookkeeping, coordination of tasks, communication and information of partners, controlling of measures and expenditure and the reporting to DG environment: structure, central chapters, putting together the partner chapters, final revision. This includes also the development of the core strategy, harmonising all regional and sectoral strategies and tasks of the partners in a way the agreed project targets are met. Part of this is the continuous improvement of quality & synergy. Other parts of central tasks are to care for the tools all in a Corporate Design: - development and production of central promotion tools: posters, roll-ups, covers, Green box, Green envelope folder, press-kit - development and distribution of management tools: Marketing Guide, Acquisition and Promotion Guide, project platform Situation of the EU Ecolabel in Spring 2008 From 308 in April 2006 the number of EU Ecolabel licence holders raised up to 566 in March 2008 with about 2700 licensed products (in the beginning of May 2008): Evolution of the total number of licences from 1992 to 2008 (April) Source: Website of the The European Ecolabel, Marketing/ statistics, 5/5/08 About a third of the company licenses are services of the tourism sector (tourism accommodation services and campsites). The 365 licence holders for products (31/3/08) cover about 2500 licensed products (5/5/08) = 93% of the total 2700 units. 8

9 Our cluster analysis shows that the EU Ecolabel awarded products refer mainly to 3 product group clusters: Cleaning (detergents and tissue paper: 1217 products), Clothing (textiles and footware: 189) and building (paints & varnishes and hard floor coverings: 857 products). Licence holders Lubricants; 8 Footware; 9 Copying paper; 10 Soil improvers; 17 Indoor paints and varnishes; 65 Tissue paper; 20 Others; 21 Textile products; 75 All purpose cleaners; 63 Hand dishwashing detergents; 40 Soaps and shampoos; 1 Laundry detergents; 22 Dishwashing detergents; 14 cluster analysis: Scherlofsky, 5/5/08 The main points of sales are: Chemists and supermarkets, building centres, garden markets, textile and furnishing shops. 55% of the licence holders are out of three countries: Italy (30%), France (about 17%) and Denmark (13%). 10 countries represent about 90% of the licence holders. 9

10 Source: The Flower The European Ecolabel news Strategy and Steps for is the year of the 3 years project s finish with the final results. Regarding objective 1 new applicants there are expected between 10 and 20 new applicants with 20 to 80 licensed products. The final number of licenses is difficult to find because in the field of products there is always a double delay between (a) motivation, (b) decision/start of application and (c) licensing which can take years. information decision/start licence The other problem is that in many cases there are more than one factors and actors trying to motivate companies to and against EU Ecolabel application, of which the weight in the final decision making is hardly to distinguish. Core strategy in 2008 was therefor: Integration of sectoral and regional partner approaches by the way of cooperation workshops and offering technical application support by IVAM (lubricants) and EPCA (textiles) Quality development by internal coaching (coaching workshops in the field of textiles by EPCA) and an acquisition training workshop pilot (Energon/G&L) Further developement, finish and distribution of the management tools: Marketing Guide, Acquisition and Promotion Guides, Marketing project platform To meet the second objective the raise of visibility taking into account the limits of time and budget very well considered strategic steps have to be undertaken: Best practise events and event sets, focussing on the special situation in the covered regions: Development of a best practice promotion at trade fairs based on the pilot in Graz 2007 and optimisation of a promotion tool-kit (quiz game wheel, quiz game, prizes and product samples, posters and folders, stand design etc.) and the task split of basic production by central task team and set adaptation & event management by regional partners Development of an international P.O.S. set (posters, quiz game etc.) and best practise promotion event to promote the EU Ecolabel and awarded products in cooperation with retailers. This includes again the cooperation of central and regional partners by the way of a task split of central production and regional adaptation and management. The results at the end of the year and project have to take into account that the total number of days of all project partners is about the manpower of 1 person per year. Nevertheless, the expertise, engagement and synergy of the partners which was further developed during the project made it possible to gain the respectable results they did. 10

11 1.2.4 Actions completed by the end of April 2008 Synergy improvement of sectoral and regional acquisition To improve the quality of the acquisition work in the project this year the cooperation and integration of partners will be intensified. In particular the cooperation of our experts in specific product groups and regional partners focussing on these product groups will be extended: Focus lubricants : Our expert partner in lubricants IVAM (Ckees van Oijen) had a workshop cooperation with our regional partner for Romania (Dagmar Diwok) in Bucharest on 17 th of March and is preparing a workshop with our partner for Greece (Katerina Amfilochiou) in Athens on 12 th of May. Focus textiles (Nick Paxevanos) had acquisition workshops with our partners Poland PCBC (Joanna Tkaczyk and team), Czech and Slovak Republic ENVIROS (Jan Pavlik) and Hungary CES (Vilma Eri) and will accompany them with expert coaching. On 9 th of June he will have a presentation at the workshop for textile companies in Austria organised by Energon. Synergy workshops and acquisition coaching To improve the quality of the acquisition work and the Ecolabel synergy of EU and national Ecolabels a series of 4 Synergy workshops were organised each with a special tailor-made focus and structure. At this point also a coaching for the national acquisition partners was implemented for the partners in the New Member States by the way of individual acquisition sessions and the offer of an ongoing coaching in The first Vienna Synergy Ecolabel workshop on 9 th February held by the Austrian Ecolabel team (Energon/G&L) with the Austrian Competend Body and the Austrian Consumer Association focussed on assessment and improvement options of the EU Ecolabel activities in the field of acquisition and promotion. (For details see chapter 1.3 Austria) The next 2 workshops, one in Prague (11 th of February) and the other in Budapest (29 th of February) were held by EPCA (Paxevanos) and Energon (Scherlofsky) with the project partners ENVIROS and CES and the national Competent Bodies. The focus was on acquisition training and team cooperation in the field of acquisition. The team of the Synergy Workshop in Prague (11/2/08) consisted of 3 project partners (Energon, ENVIROS, EPCA) and Mrs. Adela Petrova from CENIA, the Czech Ecolabelling Agency. It combined a presentation of Best practice acquisition by Nick Paxevanos (EPCA) and a round table for assessment, improvement and adjustment of activities. Key results were: (1) strategy for selection and contacting textile companies with high application potential, adjusted with Czech CB and coached by EPCA, project partner for international textile acquisition (2) Promotion event in cooperation with a retailer chain in Czech Republic. Application of a 11

12 special master tool for point-of-sales events on basis of the successful trade fair promotion event in Graz 2007 (point-of-sales displays, quiz game with Ecolabel prizes, posters) (3) Stimulation of a promotion cooperation with another big retailer chain by adjusted contacting in both countries: Czech Republic and Austria. The third Synergy Workshop in Budapest (29/2/08) was in cooperation with the Hungarian Ecolabelling organisation (Mrs. Zsofia Wagner) and the national project partner CES (Vilma Éri). In spite of a tense situation (budget, economy, politics) the Ecolabel activities in Hungary have to be well directed both in acquisition and in promotion. Result was: (1) elaboration of a promotion package with 1-2 trade fairs and a point-of-sales event with a big retailer chain (2) a new strategy of selection and contacting companies with a high potential for application, coached by Nick. The logo check showed some good examples of integration of the EU Ecolabel into Hungarian Ecolabel materials with a high potential of further cross marketing. The 4 th workshop (18 th of March) in Warsaw was designed and organised by Energon and G&L in cooperation with the Polish Competent Body, EPCA, ENVIROS and CES. It was a special pilot workshop and acquisition training including expert presentations, metaplan sessions and role plays with video monitoring for about 15 participants from PCBC, the Polish Centre for Testing and Certification. The day before the acquisition workshop day a special tailor-made acquisition lesson for the Polish CB was held by Nick in the way he did in Prague and Budapest and Energon/G&L had a special meeting on the adjustment and project cooperation of the tourism and product project teams. (For more details see chapter on project activities in Poland) Contacts with other projects During the project work in 2008 we answered other project s requests such as from a UNEP Ecolabel project, an Ecolabel project in Bulgaria and a GPP project of ICLEI and BIOIS. 12

13 Production of materials: Roll-up, posters, envelope folder, website etc. Production of 4 new roll-ups. Another 4 language versions were produced and delivered to the DG and partners. In total we have now 7 language adaptations (EN, GE, FR, ES, HU, PL, CZ) which are used at events, trade fairs, workshops etc. The visual style is the same as in the roll-ups of 2006 and A link to EU and national Ecolabel information was added to improve the synergy awareness of Ecolabel systems: English: for the use by DG Environment Hungarian version for the project partner activities and the use of the CB in Hungary: including the link to the EU Ecolabel information website in Hungary and the Hungarian Ecolabel Polish version: including link to the EU Ecolabel information website in Austria and the Austrian Ecolabel German version for Austria: including the EU Ecolabel information website in Austria and the Austrian Ecolabel Green envelope folder. Design and production of 2000 copies of envelope folders in the project EU Ecolabel Corporate Design to be filled with information or press material. The envelopes have been delivered to the DG environment, to the EU Ecolabel Helpdesk and to all project partners. They may forward remaining units to interested CBs. Adaptation of the EU Ecolabel logo. Also new language adaptations of the EU Ecolabel logo have been produced. Actually, the number of versions is about ten. Production of new posters and promotion materials for trade fairs 13

14 For promotion at events and trade fairs the following products have been developed: - Another version of the 3 voices poster in Hungarian and Polish language - Posters on the EU Ecolabel statistics (licence split by country, by product group and development of licenses until 2007) for the trade fairs in Prag and in Budapest in Czech and Hungarian - 4 hanging labels with the EU Ecolabel on one side and the national Ecolabel on the other side (each 2 for Austria and for Hungary) Development Session for promotion-set and cooperation For the planned P.O.S. cooperation in Czech and Slowak Republic, Hungary and Austria special tool sets and cooperation modus will be developed by the P.O.S. team Energon, G&L, Enviros and CES during a creative workshop in Vienna on 26 th of May. Marketing website Two websites have been developed to care for internal file exchange and information towards Competent Bodies, companies and multipliers: A server with limited access (access with password only) A website was developed in synergy cooperation with the project Marketing for the EU Ecolabel - Tourism Accomodation Services in a way the core of the programming can be used for both websites. Both tools are tested with first content and will be filled full content until summer. Next step would be an integration of the password area into the website. 14

15 Special Guides The acquisition workshop in Warsaw also provided the opportunity for testing and another important management tool, the Acquiguide - guide for Acquisition workers. The first draft developed in 2006/2007 was revised and enriched again in cooperation with EPCA. Parts of the first draft now were taken out of the AcquiGuide and integrated into a presentation on a general EU Ecolabel marketing strategy and another on effective P.O.S. promotion Next steps up until the end of project Finalisation and dissemination of the special Guides Final design, complete filling and launch of the marketing website with file exchange server Development of a P.O.S. promotion set and P.O.S. promotion cooperation with the partners for Austria, Czech ans Slovak Republic and Hungary after the summer Final correction of the Marketing Guide, then dissemination and 3-5 language versions (translated by partners or CBs), then production and dissemination to licence holders and interested companies Result expectation at the end of project 2008 Objective of the central tasks is the coordination and synergy optimisation of all partner s activities and the production of materials and tools. The 3 year s project has to be finalised and deliver special results in the field of applications and visibility Annex CENTRAL TASKS Article Synergy Workshops in Flower News (printed issue ) 15

16 Marketing Guide (final draft in EN) 16

17 17

18 AcquiGuide

19 1.3. GUL/Energon activities in AT and EU Results and conclusions of previous activities 2006 we focussed in Austria and contacted producers and retailers of cleaners and selected companies in the field of computers, household appliances, tissue papers. A set of EU Ecolabel articles could be placed in the newspaper for Marketing managers media net (special focus certificats and quality labels). At the IFA we had some promising contacts with international TV producers. The method was a research for special company contact persons, then hard copy mailing and then follow-up calls. Finally no application interest could be identified we focussed on retailers in the field of soaps & shampoos. Method was first to research for selected company contacts (retails, big producers), then hard copy mailing, follow-up call. Then followed: 3 on-site meetings with key companies (2 retailers, 1 producer) of which 2 in cooperation with VKI (Austrian Consumer Association) were held. 1 retailer (and his producer) started activities to apply for a set of soaps and shampoos. The producer showed interest to apply in the future for soaps and shampoos if they would find a retailer. An article on the new soaps & shampoos criteria in German and English was launched in one of the most important special interest magazines in the field of soaps & shampoos (SÖFW). A Russian version of the article will be published in Situation of the EU Ecolabel in Austria At the beginning of 2008 there are 9 tourism accomodation services, 9 camping sites and 14 products awarded with the EU Ecolabel: Cleaners: Gruber 3, Hagleitner 5, Planet pure 2, Kanol 3 (new in 2007, sold by the retailer chain Hofer) textile (all Lenzing fibres) The recognition is low but rising. The integration of the EU Ecolabel in the information materials and website of the Austrian Competent Body (for both: national and EU Ecolabel) is low but rising. The same situation is with the fee Strategy and Steps for 2008 After the adjustment meeting with the Austrian Competent Body (Ministry) and his contractor for Ecolabel administration and technics Austrian Consumer Association (VKI) the following tasks are proposed for future activitites in Austria: 1 internal Acquisition Synergy Workshop for EU and Austrian Ecolabel: Argumentation & Communication, Info tool Synergy, Logo integration, POS-list etc. (7.2.08) 1 Company Workshop in the field of textiles 19

20 2-3 company on-site meetings with interested companies or retailers (master PPT, special papers) follow-up calls with special interested or applying companies media tour: Visit tour with selected media or special event for journalist with a product basket (samples of EU Ecolabel products) searching for possibilities to improve cooperation, agenda setting or special article topics. (kick off presentation, product show, handing out a map of basic text and pictures) Marketing-Guide: translation and distribution to Austrian (and maybe German) licence holders Product focus could besoaps & Shampoos, Textiles (if the revision is finished), ev. PC- Laptops (?) Actions completed by the end of April 2008 The first steps up until end of April 2008 were: Synergy workshop with Austrian Competent Body and VKI Press release with info graphic Preparation of the Textile Company Workshop Presentation for Thai Industry representatives and textile experts visiting Austria at Lenzing AT New roll-up in German language Starting translation of Marketing Guide into German language and agreement on the production and dissemination of 100 pieces by the Austrian Ministry Press releases In January a press release on the quiz game in Graz end of 2007 was produced with a photo of the drawing. And as a start for contacting key journalists a press release was launched via the Original Text Service addressing to several thousend media, persons and organisations Ecolabel Synergy Workshop Austria The first Ecolabel Synergy Workshop as it was agreed at the Brussels kick-off in January was held with the Austrian Competent Body and the VKI at the site of Energon and G&L in Vienna on 9th February. The method was a metaplan-aided team moderation. Two focus points were: (1) The improvement of EU Ecolabel marketing on the basis of an assessment of previous activities 20

21 (2) acquisition work split and product group focus 2008 Agenda was: Agreement on key points, targets and methods Session 1: assessment and improvement of the EUEL acquisition and general work Session 2: assessment and improvement of the promotion of EUEL in Austria Decisions Participants: Andreas Tschulik and Josef Raneburger from the Competent Body Austrian Ministry for Environment etc.; Christian Kornherr and Arno Dermutz from the Consumer Association (VKI Verein für Konsumenteninformation) and Andreas Scherlofsky and Ernst Leitner from the EMP project team. Outcome: Unless first successful steps towards cross marketing and harmonisation of EU and national Ecolabel there is a promising potential of further EU Ecolabel integration into the Austrian Ecolabel s materials and measures. It was agreed that the next steps will be a more visible placement of EU Ecolabel in particular on the website and the revision of the product brochure (spring 2008). By the Austrian CB eagerly awaited since years is the EU Ecolabel revision. If the revision would actually extend the strategy of reciprocal approval of national and EU product group criteria this would most effectively bring forward the synergy and the Ecolabel s success story. (Andreas Tschulik, Competent Body Austria) In the framework of the workshop preparation and afterwork the income from Ecolabel fees 2007 were checked and compared with the income from the national Ecolabel. Total income was about 120,000 EUR which covers only a small part of the system costs. The balance is paid by the Ministry. A sixth comes from the EU five sixths from the Austrian fee. The relation of tourism and product fees is 1:2. Further a check of EU Ecolabel logo and information placement in national Ecolabel prints, website and events was made. Result was that the EU and the national Ecolabel information was integrated in materials of the last years, in particular in the field of tourism. The discussion was about other print and web products where the EU Ecolabel information and logo could be placed in the very next time. Product group focus 2008: TEXTILES - Company focus will be laid on a big Austrian furnishing house chain (Leiner) and textile producers in particular weavers and producers of clothes out of Lenzing fibres and a napkin producer WORKSHOP in May/June SOAPs & SHAMPOOs / CLEANING PRODUCTS HEATING PUMPS? This focus will be decided after the VKI compared the Austrian and the European criteria The acquisition activities of the VKI and the EMP project team in Austria will be adjusted. 21

22 1.3.7 EU Ecolabel presentation for Thai Textile industry delegation On 15 th of April an invitation arrived from the marketing manager of Lenzing AG Mrs. Kreuzwieser to give a presentation on the EU Ecolabel for a Thai delegation in Lenzing on 21 st of April. Most of the 12 guests were from the Thailand Textile Institute THTI (5), a public organization under the Ministry of Industry, from University (4). and from the Department of Industrial Promotion and from DTI. The Thai textile industry is thinking of a new positioning of their products as green and sustainable to compete with the strong Indian and Chinese textile industry. This week they were visiting related European organizations, companies, institutes, universities and associations in order to learn about Process, Research, Development, Standard and Regulation regarding Textile and transfer to Thai Textile industry in the framework of a Thai governmental project on TRAINING LEAD CONSULTANT (TLC) PROJECT to provide THTI s staffs and networking experts with instruments and tools to provide consultancy advice and training to the textile industry so that it is able to conform to EU regulations and standards. We agreed and had a presentation on the EU Regulation, standards and EU Flower. They expect the information in order to improve Textile product and environmental quality, fiber processing and technology EU Ecolabel Textile Workshop for Companies preparation First step was to prepare the Textile Company Workshop on 9th of June under patrony of the Ministry for Environment (Austrian CB) an in cooperation with the VKI and the Lenzing AG. The invitation will be sent out this week. One week before the workshop the number of interested companies was about Next steps up until the end of project The next steps till end of 2008 will be: Textile company workshop in Lenzing on 9 th of June 2008 Marketing Guide German translation and dissemination Follow-up contacts and on-site meetings with companies Media lobbying 22

23 Result expectation at the end of project 2008 We expect about 2 additional applications in Austria and the improvement of the integration of EU and Austrian Ecolabel in Corporate Identity and marketing products of the Competent Body Annex AUSTRIA Metaplan walls and media check of the Synergy Workshop Vienna Wall shots to the the metaplan session on assessment and improvement of EU Ecolabel activities in Austria: GENERAL STRATEGY and ACQUISITION PROMOTION new materials on tourism with both Ecolabels integrated 23

24 Press release EU Ecolabel via OTS 24

25 Textile workshop on 9 th of June 2008 (draft) concept and invitation 25

26 1.4. BIO IS activities in France Results and conclusions of previous activities In 2006 BIO IS concentrated on the textiles, copying paper, and lubricants product groups. The results achieved with the mailings, defined as the percentage of positive answers, were mixed, reaching from a very good return rate of 6.4% for textiles to no answers at all for copying paper. Based on 15 companies that expressed interest in the Flower it was concluded that the mailing methodology followed up by a phone call and/or workshop was the right one, covering a maximum of companies of the target group with the limited resources available per country/target group. For 2007 it was decided in collaboration with the French CB to focus marketing activities on the following product groups: Soaps, shampoos and hair conditioners Other product groups through green public procurement (GPP) Regarding the first group it was decided to build up on our experience with the mailing methodology. A text promoting the Flower for this new product group was sent to producers who were also invited to a workshop held on 3 October soaps, shampoos, and hair conditioner producers participated to this workshop, which corresponded to a success rate of 7%. A questionnaire was developed to be filled in by participants of this workshop to gain further insight into their understanding of the Ecolabel, their view on the criteria and the workshop. Unfortunately this questionnaire was not given out by the CB on the day of the workshop but sent afterwards by . Despite a reminding only 2 participants returned the filled-in questionnaire. However, the answers received were interesting. One of the interviewees did not know the Ecolabel scheme very well before the workshop and found the soaps and shampoos criteria regarding thickening components too strict, as components complying with these criteria are difficult to find. Even though the interviewee was therefore not sure to be able to obtain the European Ecolabel, he thought that the Flower is a real marketing advantage. The second interviewee already holds the Flower for many cleaning products. The company noted that the soaps and shampoos criteria regarding the critical dilution volume toxicity (CDV) analysis are not strict enough. Two producers have been awarded the European Ecolabel for soaps and shampoos so far, one of them being the French producer Novamex who was present at the workshop discussed above. Regarding other product groups through green public procurement, a mailing was sent in September/October 2007 to public purchasers informing them about their exemplary role in sustainable development and the possible role of the Flower in implementing GPP. Furthermore the mailing provided information about stands of the Flower at the French fair Salon des Maires which is dedicated to mayors and local authorities as well as the Buy&Care fair. Both of these fairs took place at the end of November While the French CB represented the Flower at the Buy&Care fair, it was BIO IS who represented it at the Salon des Maires in the frame of its Ecolabel Helpdesk activities. It is 26

27 estimated that approximately 50 people per day came to the stand to receive further information about the European Ecolabel and its role in public procurement Situation of the EU Ecolabel in France There are currently producers and services awarded with the Flower in France. The distribution of product groups is as follows: Product Group Indoor paints and varnishes All purpose cleaners Hand dishwashing detergents Tourist accommodation services Soil improvers Laundry detergents Dishwashing detergents Growing media Lubricants Tissue paper Textile products Camp site services Soaps and shampoos Number of Licenses 18 licensees 18 licensees 17 licensees 15 licensees 11 licensees 8 licensees 4 licensees 3 licensees 3 licensees 3 licensees 3 licensees 1 licensee 1 licensee Label and Product Recognition We do not have current research at hand that could provide further information about the Ecolabel recognition in France. Other relevant ecolabels The NF Environnement label is the official French ecological certification, issued by AFAQ AFNOR Certification. This ecolabel covers 22 product categories such as: garden compost bins; paints & varnishes; refuse bags; balls of washing; cat litter; furniture; carrier bags; coffee filters; interior fitting & decoration for consumers; envelopes; toner cartridges; absorbents; and universal colorants. Generally, the brand NF Environnement is considered as complementary to the Flower as it develops categories that are not covered by the EU Ecolabel. Synergy and cooperation with other ecolabels The French CB often presents the European Ecolabel together with the national label NF Environnement. At the Buy & Care fair, for example, that took place at the end of November 2007, both labels were presented to interested parties. 1 For further information about the Salon des Maires, please see the Ecolabel Helpdesk Final Report As of April

28 Product placement and entry quality In France, about 1290 products that are awarded the Flower are available all of which can be found on the E-catalogue ( Please note, however, that this figure is a lower-end estimate as different product types might be registered under the same product name. Furthermore, this data entry does not necessarily mean that the product was manufactured in France. The product group distribution looks as follows: Product category Number of products available All purpose and sanitary cleaners 481 Indoor paints and varnishes 291 Hard floor coverings 121 Hand dishwashing detergents 78 TV 52 Tissue paper 51 Textile 47 Laundry detergents 33 Copying paper 27 Soil improvers and growing media 25 Dishwashing detergents 24 Lubricants 21 Tourist accommodation 19 Soaps and shampoos 13 Light bulbs 4 Growing media 3 Camp site service 1 Footwear 1 Retailer Information Currently, 63 retailers are registered in the E-catalogue in France. Unfortunately the information given about these retailers is not always complete even though the EU Ecolabel Helpdesk regularly calls back retailers to ask them to fill in their data. However, most of them are not interested in registering ecolabelled products on the Green Store as, from their point of view, it would require regular updates and a lot of time because they often change their brands/products Situation of industry The French industrial sector is very diversified. France is the biggest European player in the agribusiness with about 131 billion Euros of annual turnover. The second largest national sector is the construction one which generates 129 billion Euros of turnover. The third one is automobiles with 88 billion Euros of turnover and a market share of 21.5% of European production (ranking Nr.5 in the world). Chemicals, telecommunications, luxury goods, aeronautical and tourism (most visited country in the world) are further important industries

29 Key industries whose products might be covered by the Flower are: The Chemicals sector With a global turnover of 93.7 billion Euros in 2004, this sector comprises approximately 2500 companies and employs more than people. The French chemical s industry is the 5 th largest of its kind in the world and the 2 nd in Europe. 45% of sales are dedicated to household consumption with products such as medicine, detergents, perfumes and cosmetics. The most important growth is registered for the soaps, perfumes and detergents sector (+3.7% per year over the last 15 years). 4 The Textile sector The French textile industry is the third largest in Europe after Italy and Germany. In the last 10 years, personnel have been reduced by two and 30% of companies have disappeared mostly due to a high level of international competition. The French textile market is nowadays specialised in the development of fabrics for a technical use: In 2005 only 1% of production was dedicated to the clothing sector. 5 The Tourism sector France is the first travel destination in the world, employing more than 2 million people and generating 6.5% of national GDP in The largest number of visitors comes from the EU, led by British and German tourists. Regarding visitors from outside the EU it is especially the number of Chinese visitors that is rising. Most tourists in France choose to go to hotels (60%). The occupation rate of campsites is however rising especially due to higher numbers of Dutch and British tourists Strategy and Steps for Product Groups and Activities In cooperation with the French CB and the Chamber of Commerce of Lorraine the 2008 activities will concentrate on the following product groups: Heat pumps and Textile products. Heat Pumps This is a new product group whose criteria were published in November Similar as for the soaps and shampoos product group in 2007, it does therefore make sense to pass on the news of the availability of the Flower for this product group to interested parties. The methodology used is based on a mailing followed by phone calls and a workshop with interested parties: our experience shows that this method is effective in reaching a large number of people at once and in enabling us to concentrate more time-consuming activities, such as workshops, on those that are really interested Study available at : 6 Study available at: 29

30 Textiles It was decided with the French CB to focus promotion activities on a specific region, la Lorraine, because the local Chamber of Commerce expressed a high interest in the Flower, and was very willing to inform and motivate its member companies to apply for it. Lorraine is a region in the North-East of France, with approximately 2.5 million inhabitants for a surface of km². Its capital is Metz. In terms of GDP, with 3,4% of the total French GDP, la Lorraine is the 8 th of the 26 French regions. La Lorraine is a former industrial (automobile and textile mainly) and mining region, where these traditional industries suffer from international competition, and new services are developed. In this context, the Chamber of Commerce of Lorraine sees the EU Ecolabel as a means for its industrial companies (especially textiles), to differentiate themselves from the international competition. Despite strong international competition Location of the and a more difficult business Lorraine region in environment, the French textile industry France remains to be the third largest in Europe behind Italy and Germany. With currently no more than three French holders in this product group (and one certification underway) there is room for differentiation which should be utilised. The current revision of criteria that is expected to be finalised in the course this year is therefore a welcomed occasion to contact producers. Both, the French CB and the Chamber of Commerce of Lorraine have confirmed a need for information on the side of textile producers and will be partners in this activity. To increase the number of holders in this product group a workshop is organised together with the Chamber of Commerce in Lorraine, the textile specialist Pierre Lebon of the French CB l Afaq Afnor, and the Pôle de Compétitivité Fibres (Competitive Cluster for Fibre). A so-called Pôle de Compétitivité is an association of companies, research centres and educational institutions working in partnership to create synergies for innovative projects (for more information on this please see It is a strong advantage that the Pôle de Cométitivité Fibres will participate and support this workshop as they are on the forefront of innovation in the French textile market. Furthermore, in developing the content of the workshop the team is be supported by Nick Paxevanos, who is the Lot 7 partner specialised on textiles. Team synergies and further cooperation BIO IS will be in close contact with the Lot 7 partner and textile expert Nick Paxevanos for the content development of the workshop. 30

31 1.4.5 Actions completed by the end of April Heat pump workshop A database of French heat pumps producers is currently being developed and its preliminary version is enclosed in Annex France. At this point the list includes producers that are awarded the NF Environnement label for heat pumps as well as the AFPAC 7 association which gathers French producers of heat pumps, and Certica 8 which is an association for the certification of heating, cooling, air conditioning equipment. The list is currently being completed by an internet research. A draft mailing has been prepared and was sent to the French CB for their review. Please see Annex France for a copy of this mailing. The identified speakers for this event are Mrs. Patricia Proia and either Mr. Eric Laurençon or Ms. Catherine Vincensini from the French CB. The date scheduled for the workshop is 24 June Textile workshop A mailing has been prepared and agreed on with the Laurraine Chamber of Commerce (enclosed in Appendix Annex France). Please note that this mailing has not been sent yet as the Chamber of Commerce decided that sending it more than four weeks prior to the workshop will be too early and invitees would just put it to the side and forget about it. The database of textile producers will be provided by the Lorraine Chamber of Commerce. Speakers for the event are the textile expert Pierre Lebon of the French CB l Afaq Afnor as well as a representative of the Chamber of Commerce of Lorraine and the Pôle de Compétitivité Fibres which still need to be confirmed. The workshop is to take place on June 13 th in the auditorium of the Pôle de Compétitivité in Epinal, France Next steps up until the end of project Heat pump workshop The French CB will take care of sending the mailing to heat pump producers and BIO will be responsible for the follow-up by phone as well as the coordination with the French CB. A satisfaction questionnaire is to be developed that will be handed out to participants of the workshop. 7 For more information, please see: 8 For more information, please see: 31

32 Textile workshop The Chamber of Commerce of Lorraine will be responsible for sending the mailing, while BIO will be in charge of the follow-up by phone and for the coordination between the different stakeholders. The workshop content is to be discussed in cooperation with the different stakeholders and the Lot 7 textile expert Nick Paxevanos. A satisfaction questionnaire is to be developed that will be given out to participants of the workshop Result expectation at the end of project 2008 As discussed in the Final Report 2007, the company-internal decision making process to apply for the Flower takes considerable time. Results in 2008 are therefore expected to mirror our activities in 2007 as much as they mirror those in With this in mind, the result expectation is a minimum of 15 participants to each of the two workshops and one new application per product group covered Annex FRANCE Draft mailing to be sent to heat pump producers 32

33 Draft of the mailing to be sent to textile producers 33

34 1.5 BIO IS activities in Spain Results and conclusions of previous activities In 2007 BIO IS worked with the Catalonian CB as it represents the most industrialised region in Spain. In cooperation with this CB it was decided to focus the activities on detergents as the CB had observed increased interest from producers, and on soaps and shampoos as the publishing of this product group s criteria was a good opportunity to inform producers of the availability of the Flower for this group. An informative mailing was sent to detergent as well as soaps and shampoos producers with the invitation to a workshop that would provide further practical information about the Flower and the product groups. This workshop took place on October 11 with a highly satisfactory number of 100 participants. Further registrations had unfortunately to be turned down as the location did not allow for a greater number of participants. At the end of the workshop a questionnaire was given out to participants in order to receive their feedback on their knowledge of the Flower, the criteria for the product group in questions, and the workshop. The results of the answers were summarised in the 2007 Final report. Since the workshop two new Spanish applicants have been awarded with the Flower: Industrias Catala SA Incasa in the all purpose cleaners, hand dishwashing and laundry detergent product categories and Proeco Quimicas SL in the all purpose cleaners product category Situation of the EU Ecolabel in Spain There are currently 33 9 EU Ecolabel holders in Spain: Product Group Number of Licenses Indoor paints and varnishes 10 All purpose cleaners 6 Tourist accommodation services 4 Textiles 3 Hand dishwashing detergents 2 Hard floor Coverings 2 Tissue paper 2 Footwear 1 Laundry detergents 1 Soil improvers 1 Televisions 1 Label and Product Recognition At this point we do not have current research at hand that could provide further information about the Ecolabel recognition in Spain. 9 As of April

35 Other relevant Ecolabels and Ecolabel snyergy There exist 2 important ecolabels in Spain: the Aenor Ecolabel This is the Medio Ambiente environment label for certified products or services ( which covers the following product categories: paints and varnishes; polyethylene rubbish bags; shopping polyethylene bags; reprographic machinery; photovoltaic modules; filing cabinets and classifiers; paper labels; paper envelopes; paper and cardboard collection and retrieval centres; reception and decontamination centres for vehicles no longer in use; elimination and evaluation centres for inert demolition waste and other building waste. the Catalan eco-label "Distintiu de Garantia de Qualitat Ambiental" ( which covers the following categories: rubbish bags; domestic gas boilers and heaters; camp sites; photo finishing establishments; hotels; service stations and supply units; recycled card and paper board products; leather production; wood products etc. At this point there are no synergies with other ecolabels. Product placement and entry quality As of April 2008, approximately 411 ecolabelled products are available in Spain as per the E-catalogue ( Please note, however, that this figure is a lower-end estimate as different product types might be registered under the same product name. Furthermore, this data entry does not necessarily mean that the product was manufactured in Spain. The product group distribution looks as follows: Product Group Number of Products Hard floor coverings 131 Indoor paints and varnishes 72 Copying paper 20 TV 52 All purpose and sanitary cleaners 55 Textile 26 Lubricants 19 Hand dishwashing detergents 7 Tourist accommodation 10 Soil improvers and growing media 4 Light bulbs 2 Laundry detergents 1 Footwear 1 Tissue paper 11 Retailer Information Currently, 6 Spanish retailers are registered in the E-catalogue. Unfortunately the information given about these retailers is not always complete even though the EU 35

36 Ecolabel Helpdesk regularly calls back retailers to ask them to fill in their data. However, most of them are not interested in registering ecolabelled products on the Green Store as, from their point of view, it would require regular updates and a lot of time because they often change their brands/products Situation of industry The most important Spanish industries are: tourism, textiles, food and beverages, metal manufactures, automobiles and machine tools. Tourism Spain is the second most important tourist destination in the world after France. Travel and tourism makes up 12% of GDP. In 2005, 7800 hotels and 8500 Bed & Breakfasts and boarding houses were counted in Spain. 10 In 2005, there was a reduction in the sun and beach holidays replaced by a growth in rural and cultural tourism. 11 Textile Since 2001, the Spanish textile production has fallen by 13.36% in value, and more than 400 companies have closed since 2004 due to strong international competition. Cataluña produces 27% of national textiles and is responsible for 52% of the entire sector s exports. Regarding the Spanish distribution, the organisation is still traditional with approximately half of all clothing stock being sold by independent retailers. 12 Cosmetics products, including soaps and shampoos The cosmetics sector experiences significant growth rates (+10% forecast for 2007) due to the masculine demand for cosmetic products. Hygiene products are also in augmentation (+7% in 2006). These products are mostly sold in supermarkets. In 2005, cosmetic exports grew by 13% (versus +4.3% for the importations) and 40% were delivered in Europe (particularly in France and Germany) 13. Paper Fancy and hand-made paper is very successful in Spain. Quality is an important element for Spanish consumers particularly for photo paper or high quality paper. The diversification of companies is strong and ecological criteria become a more and more important sales argument Study available on the Missions Economiques website : 11 Travel and Tourism in Spain : 12 Study available on the Missions Economiques website 13 Study available on the Missions Economiques website 14 Study available on the Missions Economiques website 36

37 1.5.4 Strategy and Steps for Product Groups and Activities Originally BIO IS in cooperation with the Catalonian CB proposed to further concentrate on the detergents and soaps and shampoos product groups for 2008 in order to follow-up on the strong interest of manufacturers in the workshop organised in late The CB however noted in the meantime that companies are very active themselves in following up directly with the CB. Questions that were supposed to be addressed in FAQ documents and in a second workshop in 2008 are therefore already answered by the CB directly and no further intervention from BIO IS is regarded as necessary. Where the Catalonian CB does however see strong demand is on the paints & varnishes product group. There are currently 10 holders in this product group in Spain and a number of them have contacted the CB in order to complain about other paints and varnishes producers using unjustified environmental claims to market their products. The goal of working on this product group this year is therefore twofold: Inform the companies currently using unjustified environmental claims of the Flower and the marketing advantages of a third-party verified certification Show existing holders that their complaints are being taken seriously and action is taken to improve the situation The methodology to reach this goal is proposed to be based on two main activities: One is the organisation of a workshop to inform interested parties about the Ecolabel and its marketing opportunities. The workshop organisation includes the development of a database of paints & varnish producers in Catalonia together with the Spanish CB, the mailing of an informative text about the Ecolabel and the upcoming workshop to contacts in this database, and its follow-up. Current holders should also be invited to the workshop to be informed about new developments in the product group, such as its revision, and to present their experiences to producers interested in applying for the Flower. The workshop is to be followed-up by a satisfaction questionnaire. The second activity is the development of an electronic brochure that can be sent to current holders as well as other paints and varnish producers. The brochure will be similar to the current product group factsheet but should be adapted to the national market and situation. Team synergies and further cooperation Lubricants and textiles are not covered by BIO IS s 2008 strategy for Spain. Synergies with the Lot 7 lubricant and textile experts are therefore not planned. 37

38 1.5.5 Actions completed by the end of April 2008 A database of paints and varnishes producers is currently being developed. The Spanish CB has provided a preliminary list of contacts based on their in-house contact lists and contacts to federations. This list is now being completed by BIO through internet research and its preliminary version can be found in Annex Spain. A mailing has been prepared and submitted to the Spanish CB for approval. The mailing will be translated by the Spanish CB to be sent out in Catalan. Identified dates for the workshop are either June 11 th or 12 th Next steps up until the end of project The Spanish CB will be sending the mailing and BIO will be responsible for the follow-up by phone and for the coordination with the CB. A satisfaction questionnaire is to be developed that will be given out to participants of the workshop. The electronic brochure on the European Ecolabel for paints and varnishes needs to be developed in cooperation with the CB Result expectation at the end of project 2008 As discussed in the Final Report 2007, the company-internal decision making process to apply for the Flower takes considerable time. Results in 2008 are therefore expected to mirror our activities in 2007 as much as they mirror those in Having this in mind, a minimum of 15 participants to the workshop and one new application should be the goal for 2008 for this product group. 38

39 1.5.8 Annex SPAIN Draft of the mailing to be sent to producers 39

40 1.6 ENVIROS activities in Czech Republic Result and conclusion of previous activities For the 2006 activities the Czech CB recommended to specialize at 2 products groups - the textile, the paints and varnishes, as within the textile industry the 1 st EU Ecolabel was awarded in 2005 and the paints and varnishes have been the most successful group with the national Ecolabel. During the 2006 project activities there were contacted 24 producers from the textile, the paints and varnishes product groups. Also personal meetings were hold with representatives of the relevant industry associations. Regardless very good cooperation from the CB, the response from the producers was mostly negative. Because of the negative response from 2006 and producer s requests for promotion of EU Ecolabel towards consumers the CB together with Enviros team suggested to focus 2007 on marketing activities on consumers, shops and retaiers. Since the beginning of 2007 no EU or national Ecolabel for any product group was awarded. Nevertheless Czech producers are more and more applying for the EMS within the ISO To support the promotion of Ecolabel application in the CR, the CB organized one day seminar for producers and other stakeholders interested in Ecolabel at the Ministry of Environment in Prague on the 22 nd March The participants made group of about 50 people, from which about half were Czech producers. In general it is possible to assess that the interest of the Czech consumers in environmentally friendly and healthy life style is increasing. Major retail chains like Tesco and Plus diskont have introduced healthy lines of food products. Tesco is also promoting energy savings (carbon footprint) and sustainable behavior for home care and consumtion (e.g. recycling promotion). During 2007 continued very good cooperation with CB CENIA. As we have indicated already last year, the response from the producers was very poor and no new applicants were acquired. Just before end of September company FEZKO Strakonice has asked information and materials about Ecolabel application via CB and they are considering their further activities in this matter now. So unfortunately no other companies contacted during year 2007 (4Habitat, personal meetings) so far indicated further development in acquiring the EU Ecolabel. The visibility and awareness about EU Ecolabel between the end customer and retailers were increased due to the TESCO presentation event. The number of visitors CB webpages about Ecolabel in the Czech republic has been increased since our event. Based on the information aquired directly from TESCO customers during presentation and from questionaires we have interesting ideas for further work. 40

41 1.6.2 Situation of the EU Ecolabel in Czech Republic In Czech republic there is generally 6 EU Ecolabel licence holders (1 camp site, 4 tourist accommodation services and 2 textile producers Nova Mosilana a.s. and Hybler Textil s.r.o.). No new awards for products have been given last year. During promotion event in TESCO stores we have made our own market research, from which follows that about 44 % of contacted people know the Ecolabel, but mostly the national one. There is a National Ecolabel program which covers 82 companies and 330 products. The cooperation during promotion events, workshop etc. is excellent via CB Cenia. As far as we know products mentioned at green store mentioned on aren t often available in the Czech Republic. Sometimes they are present here, but without Ecolabel mark on it. We think that it isn t important for importers to the Czech Republic to cover their products with Ecolabel on our market, maybe they sell here older stock without Ecolabel mark (if the award is new). It means generally hard floor covering and copying and graphic paper Situation of industry The only one covered product group is textile products group in Czech Republic. The most important product groups in National Ecolabel program are textile products and paints and varnishes Strategy and Steps 2008 Based on experience gained so far within the project, we suggest to continue with activities focused on customers and shops in close cooperation with Czech CB. During our research we have detected the target groups of retail stores customers, which were mainly interested in Ecolabel events (young mothers with children, women in middle age) so we suggest to continue with presentation in cooperation with retail stores and aimed presswork and advertising to the media (newspapers etc.) which are aimed on this target group (newspapers for mothers, women s magazines etc.). Further the problem with cooperation and communication between producers and distributors about Ecolabel products distribution was found, so we want to focus on this level and act on retail stores for better treatment with Ecolabel products. We want use our good experience and cooperation with TESCO stores and extend this event to another retail store (Ahold/Hypernova). Finally we have found out that many people mistake Ecolabel mark with Bio food labeling. So we plan to cooperate with organizations producing and advertising Bio food and participate on their promotion activities and workshops (personally or via our advertising materials) for explaining of differences and getting information about Ecolabel to this environmentally focused group of people. 41

42 Based on above mentioned events we would welcome advertising materials for support our promotion activities. Details will be specified according to the specific need. Strategy and steps 2008 (adjusted with the competent body) Summary of planned tasks - workshops on distributors and retailers in cooperation with CB - press contacts, press release aimed on target groups mentioned above - participation at trade fairs, congresses in cooperation with CB and Bio food supporting organisations - promotion at point-of-sales (TESCO, Ahold/Hypernova) - cooperation with retailers - cooperation with licence holders - Cooperation with Competent Body - Based on contact from International conference in Stara Lesna, Slovakia there is a possibility to cooperate with publisher of Environmental focused magazine Environmentální aspekty podnikání (Environmental aspects of business) which has periodical annex Environmentální značení (Environmental labelling). In case of some small budget we could have free hand with publishing of our activities. Based on our experience we offer to create some floating budget not targeted to detail country, which could be used in case of some opportunity not known in time of strategy planning Actions completed by the end of April Biostyl Prague end of March From27 th to 30 th March ENVIROS s.r.o. in cooperation with the Czech competent body CENIA organised an Ecolabel promotion event at the Biostyl Fair 2008 in Prague. Main topics of the fair were healthy nutrition, ecology and healthy lifestyle. Due to this specialization the visitors are mainly environmentally friendly people and companies with high level of interest in this matter. As a part of the presentation the quiz game with the focus Ecolabel was carried out. The visitors could win many environmentally related prizes: Ecolabel awarded household products, T-shirts and other promotion material. Quiz game, prizes and posters were 42

43 developed on the basis of the promotion tool-kit of the Austrian project partner Energon and G&L, Vienna. As a result from this event originated number of contacts with environmentally oriented groups, which are interested in problematic and could help us to promote Ecolabel and our future activities. The picutre shows Mr. Jan Pavlik congratulating to the winner of the first prize, Mrs. Zuzana Halova, student. In cooperation with Czech CB Cenia our activities were presented in several newspapers and on Ecolabel web pages as well Other steps until April 2008 Synergy workshop aimed on acquisition strategy and cooperation between project s team and Czech Competent Body Cenia was held at ENVIROS office at Prague on 11 th of February. There were representatives of ENVIROS, CB Cenia, Energon Vienna and EPCA Consulting presented. Various types of acquisition strategies were discussed during the meeting, which follows to the detail strategy for Enviros team acquisition work for this year in the field of textile producers. Synergy workshop aimed on acquisition skills was held in Warsaw on 18 th of April. with participation of project team members from Enviros (CZ), Energon and G&L (AUT), EPCA (DK) and Polish centre for testing and certification. During workshop were various types of situations trained via role play game and each situation was evaluated in detail As a result from previous workshops, our team has started the acquisition activity in the field of textile producers in cooperation with EPCA. Until deadline of interim report market research and identify of key producers were carried out Next steps up until the end of project Following steps are planned till end of project: Follow the acquisition work based on previous workshops in the field of textile industry Carry out one more promotion event at the TESCO retail store completed with quiz game with Ecolabel related prices Presswork and participation on similar activities of partners organisations (Cenia, Bio- and Organic- groups etc.) 43

44 1.6.7 Result expectation at the end of project 2008 We expect increasing the visibility and awareness about EU Ecolabel between the end customer and retailers and improvement of cooperation between retailers and distributors of Eco label awarded products. We want address our activity on people who interest about bio food and get them information about the Flower. Simultaneously we will follow the contacts of companies interested about Ecolabel and we expect serious interest (lead up to awarding) in at least two new companies. We will again cooperate with Czech CB CENIA in all Ecolabel matters Annex CZECH REPUBLIC Questions for the quiz game at the Biostyl trade fair 44

45 Questions for the quiz game at the Biostyl trade fair 45

46 1.7 ENVIROS activities in Slovak Republic Result and conclusion of previous activities The Slovak CB recommended to specialize at 3 products groups in 2006 (paints and varnishes, detergents and paper products). The detergents and paints and varnishes were selected, because there are relatively many producers in Slovakia in both groups and there is significant orientation on the export to EU. The paper products were selected because according to the CB they are promising focus group for interest in the Flower. Within 2006 project we contacted 21 producers from all three products groups. The response from producers was hard to get and if obtained, usually their interest significantly decreased after information about the payment for the Ecolabel. The only interested producers remained: Chemolak from the paints and varnishes category (starter kit was sent to them with contacts to the Slovak CB and CB was informed), Herba Drug from the detergent category (starter kit was sent to them with contacts to the Slovak CB and CB was informed), and Anex Malženice from the detergent category (they requested information on cost, which was responded by the CB). Also in few other cases further information were requested. By the end of 2006 none of the companies which we contacted applied for the Flower. The situation with the national Ecolabel is relatively good during 2006 most of the companies which hold the national Ecolabel with expiration in 2006 renewed the licenses. In 2006 there were two new applicants for the national Ecolabel company Bramac which produces the roofing and company Matador producing textile products. Since the beginning of 2007 there were two new companies which obtained the national Ecolabel award: company Festap producing the baths and company Považské cementárny producing cement products. In total there are 144 products with the national Ecolabel award. Concerning information on the Ecolabel published on Slovak internet sites during 2007, the only new information are updates on the CB web-pages and news about obtaining the national Ecolabel at Bramac website. There has been no new information available on the Flower on Slovak internet sites Situation of the EU Ecolabel and industry in Slovak Republic In Slovakia there is still no EU Ecolabel licence holder. There is a National Ecolabel program which covers 13 companies and 144 products. The cooperation during promotion events, workshop etc. is average via CB SAZP (Slovak Environmental Agency). No product group is covered with EU Ecolabel. 46

47 1.7.3 Strategy and Steps Follow up companies contacting activities from this year and repeatedly contacting identified companies from selected product groups. 2. Carry out promotion activity in at least one Tesco store in Slovakia similar to the Czech Tesco stores event, because of good experience of this event (for details see Czech part of final report). Use the experiences for Czech event for better targeting and promotion of Ecolabel 3. Press work identification of relevant media for the above listed product groups, prepare and arrange publishing of at least one article in electronic or printed version e.g. specialised magazine it wasn t provided during 2007 because of limited amount of workdays for Slovakia (main part of the expenses and worktime will be spent during October conference in High Tatras). 4. During Czech Tesco promotion event we have found out that many people mistake Ecolabel mark with bio food labeling. So we want to try cooperating with organizations producing and advertising Bio food and participate on their promotion activities (personally or via our advertising materials) for explaining of differences and getting information about Ecolabel to this environmental focused group of people (for example and similar organizations). 5. Based on our meeting with CB representative Ms. Bodova we suggest to add product group of building materials to our target product groups. We would like to contact some professional associations and offer them some kind of cooperation. Based on our experience we offer to create some floating budget not targeted to detail country, which could be used in case of some opportunity not known in time of strategy planning Actions completed by the end of April 2008 As ENVIROS covers both CZ and SK, the Workshop in Warsaw on 18 th of April covered also Slovakia: with participation of project team members from Enviros (CZ), Energon and G&L (AUT), EPCA (DK) and Polish centre for testing and certification. During workshop were various types of situations trained via role play game and each situation was evaluated in detail In the first half of 2008 main part of Enviros activities were aimed on Czech market. In second half-year we will focused more on Slovakia. 47

48 1.7.5 Next steps up until the end of project Following steps are planned till end of project: Carry out one more promotion event at the TESCO retail store completed with quiz game with Ecolabel related prices Based on very good experiences and results from Czech Biostyl Fair event we plan to participate on Biostyl Event in September in Bratislava (Slovakia). Presswork and participation on similar activities of partners organisations (Cenia, Bio- and Organic- groups etc.) Result expectation We expect increasing the visibility and awareness about EU Ecolabel between the end customer and retailers and improvement of cooperation between retailers and distributors of Eco label awarded products. We want address our activity on people who interest about bio food and get them information about the Flower. Simultaneously we will follow the contacts of companies interested about Ecolabel. We will try to extend cooperatetion with Slovak CB SAZP in all Ecolabel matters. 48

49 1.8 EPCA activities in DK, Europe, Asia Result and conclusion on previous activities The focus product group of EPCA activities (Nick Paxevanos) is textiles. The Objective is to attract more applicants to the EU Ecolabel scheme. Activities for 2008 included acquisition work in Asia and this was further extended to acquisition consultancy; training, coaching and cooperating with project partners in a more targeted acquisition approach. Regarding the regional coverage the work of EPCA in 2007 has been primarily focused on finding and guiding some Asian companies in applying for the EU Ecolabel in order to make it easier for Danish companies supplied by these companies to get the EU Ecolabel. In 2008 the focus was extended to Indian and Chinese companies Situation of EU Ecolabel and textile market There are 27 textile licenses with 127 products presently in Denmark. A very big percentage of these products fall in to 2 categories: a) Baby and children s clothing b) Workwear aimed at the public service The third and smallest category is textiles and home textiles. Unfortunately there are no licenses covering clothing products for adults. This has been mainly because of lack of demand and lack of certified textiles from Asia where most the clothing products are produced Strategy and Steps 2008 The strategy as was described at the beginning of 2008 is as follows: One of the main obstacles for textile companies has been the lack of Asian suppliers that can fulfill the criteria set down by the EU Ecolabel. The main barrier is mainly due to the fact that allot of Asian companies do not treat the waste water. There are however companies that treat the waste water and can fulfill the Ecolabel criteria. Loyalty to a supplier is no longer an important issue. Price, quality and keeping delivery schedules are the most important issues in finding new suppliers. If these issues are met then the fact that a supplier can meet the Ecolabel criteria is a big plus because of the opportunity it gives a company to promote their products as environmentally friendly. It is therefore important to try and compose a list of Asian suppliers that: are Ecolabel certified can provide the necessary documentation needed treat the waste water 49

50 This list should then be made available to European companies so that they all can investigate the possibility of changing to a supplier that can fulfill the Ecolabel criteria. The strategy for 2008 is to provide the textile companies the possibility of choosing an Ecolabel friendly Asian supplier. This strategy is a way of reducing one of the main barriers and reaching the objective. Steps for 2008 will be 1. Continue with guiding and supporting companies interested in applying for the Ecolabel (both European and Asian) 2. The compilation of a comprehensive list in cooperation with EU Competent Bodies showing the following: textile associations and directly Country Companies with Ecolabel Companies that can provide documentation Companies that treat waste water Product description 3. Communicating this information to relevant European companies both through Regarding Asian coverage, steps will be taken to try and find, start/complete at least 1 Chinese and 1 Indian company for Focus on Team synergy as proposed by our project leader is an excellent idea for 2008 and cooperation between partners can be fruitful through exchange of expertise in various activities. Workshops are an excellent tool in increasing the synergy level as well as the competence level of the partners opening the way for a more targeted acquisition approach specific and relevant to the country in question Actions completed by the end of April 2008 On the Asian work An application has been lodged by Tyfoontex from Indonesia covering the following products: 1. Fabrics for bed- sheets of 100% cotton a 2. Fabrics for curtains of 60% cotton plus 40% kapok. 100% Cotton Home Textiles. 3. Fabrics and Denim Fabrics made of 100% Cotton, Cotton/Polyester, Cotton/Polyester/Lycra and Cotton/Lycra, Dyed and Finished (wash-out articles). 4. Stretch/Non-Stretch Fabrics and Denim Fabrics made of 100% Tencel, Tencel/Polyester, Tencel/Polyester/Cotton and Tencel/Cotton/Rayon, Dyed and Finished (wash-out articles). 50

51 Contact to the European delegation to China for possible cooperation Contact to 3 Indian textile companies. Cooperation with UNEP where UNEP has the names of these companies to be invited to a 3 day Ecolabel workshop On the local work Workshops with partners in The CZ Republic, Hungary and Poland. The workshops have been about acquisition and have been very well received. We were able to set down some very specific targets and go through some tools on how to research, prepare and contact the targeted companies in all instances. The workshops have been conducted together and with close cooperation with Energon. Contact resumed with Bestseller and an eventual meeting took place the ¾-2008 where we discussed the possibilities of certifying their suppliers in both China and India. EPCa has also started a cooperation with 3 other projects concerning Ecolabel work. These are: UNEP project covering the promotion of the Ecolabel in the textile group in India The promotion of 4 Thailand company s products that have an Ecolabel license in the EU PP awareness project Next steps up until the end of project On the Asian work Continue to help and guide the Indonesian company in completing the application. This will be a major area of work concentration in Asia because the company has decided to apply for over 10 products and this will also provide possibilities for European companies to access certified textiles. Follow up in India through both Bestseller and the UNEP project. Two of the companies related to Danish customers have started an application. Follow up on possibilities in China through Bestseller. The EU delegation has not responded to the s sent. On the local work Follow up and continue to support the partners in their acquisition work. Preparation and contact to the companies will take place once the partners have isolated the target companies. Conduct further workshops with partners. The Norwegian partner expressed interest for a workshop in the textile area as well as a company workshop in Austria organized by Energon. 51

52 Continue cooperation with Bestseller as this has again shown to be a promising avenue in both local and Asian related work. Bestseller is an international and trendsetting company and as such can have a strong influence on their suppliers as well as their competitors. They also have some very good policies concerning the ethical and environmental aspects of their products Result expectation at the end of project 2008 On the Asian work 1. It is expected that at least 4 companies will either have finished or be close to finishing their applications 2. It is expected that a further 2 companies will start an application. On the local work 1. There are no expectations for applications this year. It is however expected that Bestseller will lodge applications for various products once their suppliers are certified Annex DENMARK, ASIA etc. Standard company letter 52

53 1.9 SPEED activities in Cyprus Result and conclusion of previous activities The product groups addressed as part of the acquisition strategy for 2006 were Paints and varnishes Bed mattresses One of the main activities undertaken as part of the acquisition strategy was the organization of two technical workshops, one for each product group. Both workshops were addressed to executives, managers, technicians, retailers, etc, of each sector respectively. The number of industry representatives that expressed interest and attended the workshop was quite high considering the size of both sectors in Cyprus. Regarding the Paints and varnishes sector, eight out of eighteen companies that were invited were represented in the workshop and regarding the Bed mattresses industry, five out of six manufacturing companies were represented. The workshops raised the interest of the participants, who came up with questions during the workshop and then on contacted SPEED and the Cypriot CB to acquire further information. Unfortunately no application was made as a consequence. Also, acquisition activities in Cyprus raised the interest of several companies from the cleaning products sector. This interest was expressed by phone calls to Mrs Stylianopoulou (representative of SEAOS, the Cypriot CB) in order to acquire further information. As a result, during 2007, it was decided to focus acquisition activities on cleaning products, and soaps and shampoos were also addressed as a second product group. The activities for 2007 included the following: Status Quo research, Basic research. The project team collected information about the two sectors and their activity in Cyprus Identification and contacting of key stakeholders. The basic research was supplemented by contact information of the key stakeholders of each product group, who were then on contacted either by s or by telephone and invited to the workshops that were organized. Organization of one workshop for each product group in Cyprus. The number of industry representatives that expressed interest and attended the workshop was medium compared to the size of both sectors in Cyprus. Regarding the All purpose cleaners sector, three out of thirteen companies that were invited actually attended the workshop and regarding the Soaps and shampoos sector, six out of twenty-four manufacturing companies were represented (eight companies are active in both sectors). Adaptation of info-material. SPEED translated the press-letter for the soaps and shampoos product group in Greek. The Greek version of the letter was sent to the Cypriot and Greek CB. 53

54 Since Cyprus is a small country and is a relatively new member of the European Union, extra time and care is needed in order for acquisition activities to produce specific results. Therefore, although no specific applications were made as a direct result of the efforts made during 2006 and 2007, the goal of rising interest to specific product groups and making the flower a more recognizable label have been achieved to a satisfactory degree Situation of the EU Ecolabel in Cyprus The Cypriot Competent Body is SEAOS, and it is operated by the Ministry of Agriculture, Natural Resources and Environment. The Committee is composed of 8 persons; Mrs. Eleni Stylianopoulou being the contact person. Industrial activity is not very developed in Cyprus and the basic sectors that do exist have already been addressed as part of the acquisition strategy during the past two years. The total EU Ecolabel licenses holders in Cyprus until the end of 2007 was only one tourist accommodation (SUNWING HOTELS (CYPRUS) LTD-awarded at 2/2/2006). Since a market research for ecolabel is not available in Cyprus, the level of recognition of the label is unknown. There are 212 ecolabelled products of ten product groups available in Cyprus (the specific list can be found at - All purpose & Sanitary cleaners - Copying and graphic paper - Hand dishwashing detergents - Hard floor coverings - Indoor paints & varnishes - Light bulbs - Lubricants, Hydraulic Fluids - Televisions - Textile products - Tourist Accommodation Strategy and Steps 2008 A meeting was held towards the end of 2007 between SPEED and Mrs Stylianopoulou (representative of SEAOS) in order to evaluate the situation in Cyprusand decide on the product groups to follow during As mentioned previously, acquisition activities in Cyprus raised the interest of several companies from the product groups addressed. Amongst them, 3 companies altogether expressed their interest more strongly and these were: GEVOREST LTD (Bed Mattresses) APHROSTROM LTD (Bed Mattresses) PELETICO LTD (Indoor paints and varnishes) 54

55 Since no applications have yet been made in Cyprus, it was discussed with Mrs Stylianopoulou that for the year 2008 only follow up activities should take place in an attempt to supplement and support the efforts already made during the past two years. This was also confirmed at the kick-off meeting in Brussels, held in mid-january. Therefore the following specific tasks should be implemented: Press activities to sectoral magazines and environment oriented ones Follow up with interested companies Technical assistance to companies that wish to apply for the Ecolabel. Translation of available info-material in Greek Actions completed by the end of April 2008 After the kick-off meeting held in Brussels, Mrs Stylianopoulou has been informed of the decisions taken and the strategy focus for the year To this date only some preparatory work has been made that comprises of a few texts being translated. More attention will be given to the follow up activities in Cyprus during the second contracting period, ie after mid-may Next steps up until the end of project As mentioned previously until the end of the project the following activities will take place: Publication of article(s) to sectoral magazines and/or environment oriented magazines Follow up with interested companies by phone Provision of technical assistance to companies that wish to apply for the Ecolabel Result expectation at the end of project 2008 Taking into account the interest expressed by several companies in the sectors addressed as part of the acquisition strategies in 2006 and 2007, it is believed that by the end of 2008 there will be at least one application from the bed mattresses product group and one from the indoor paint and varnishes product group. 55

56 1.10 SPEED activities in Greece Result and conclusion of previous activities The product groups addressed as part of the acquisition strategy for 2006 were: Bed mattresses. All purposes cleaners. Indoor paints and varnishes Different activities realized included databases formulation, personal contacts by phone calls, letters, s, and meetings, press work, co-operation and meetings with ASAOS (the Greek CB), translation of material. Acquisition result was three awards for the biggest paints and varnishes industry in Greece, Vivechrom. The product group addressed as part of the acquisition strategy for 2007 was Textiles. Activities for 2007 were a research about the textile sector in Greece and the building-up of a database of the basic stakeholders in the Hellenic textile sector. The stakeholders were then directly contacted either by or by post and at the same time they were invited the workshop that took place on 26 th September, Despite the efforts made by the project group, the workshop had very low attendance. Also, in November 2007, an article concerning ecolabel in textile products was published in Hellenic Association of Chemical Engineers (HACE) magazine. The textile sector in Greece is in decline for the past few years and the textile companies are facing very big problems (many close down; others relocate to minimise expenses etc). It is therefore understandable why the workshop was unsuccessful since textile companies are not at the moment in a position to consider their environmental profile and such promotional moves Situation of the EU Ecolabel in Greece The Greek Competent Body is ASAOS, which is operated by the Ministry of Environment, Planning and Public Works. The Counsel is composed of 11 persons, and Mr. George Stamatiou and Mrs. Paraskevi Xenou are the contact persons of the Greek Competent Body. The current situation of EU ecolabel in Greece is shown in the following table, for all product groups: PRODUCT GROUP ECOLABEL PRODUCTS AVAILABLE IN GREECE ECOLABEL GREEK PRODUCTS All Purpose Sanitary Cleaners 38 - Bed Mattresses Copying &Graphic Paper 18 - Dishwashers - - Dishwasher detergents

57 PRODUCT GROUP ECOLABEL PRODUCTS AVAILABLE IN GREECE ECOLABEL GREEK PRODUCTS Footwear - - Hand Dishwashing Detergents 5 - Hard Floor Coverings Indoor Paints and Varnishes Laundry Detergents - - Light bulbs 4 - Lubricants 13 - Personal Computers - - Portable Computers - - Refrigerators - - Soaps & Shampoos - - Soil Improvers, Growing Media - - Televisions 29 - Textile Products 12 3 Tissue Paper - - Vacuum Cleaners - - Washing Machines - - TOTAL (Source: 1/4/2008) Situation of industry Petroleum products sector and chemical industry are amongst the most important sectors with regard to the economic growth of Greece. It plays an important role to the growth of the domestic industrial production and creates the conditions for the concretisation of investments of dozens of millions annually. At the same time it supports employment by creating new, promising work places. Lubricants are part of this industry. In Greece there are currently at least 17 lubricant producing companies, some local, some multinational, as well as many companies that import and sell lubricants Strategy and Steps 2008 Towards the end of 2007 SPEED working team held a meeting with Mr Stamatiou, the representative of ASAOS (Greek CB) during which the strategy for 2008 was discussed and it was decided that the product target groups for 2008 should be Lubricants and Footwear. Nevertheless, during the kick off meeting in Brussels, this plan was slightly altered and the final decision was to focus on only one product group in an attempt to acquire better results than Since the footwear sector in Greece faces similar problems to the textile sector, this product group was abandoned altogether and it was decided to concentrate only on lubricants. 57

58 The agreed activities for 2008 include the following: Update of regional strategy Translation of existing material Basic research of lubricant industry in Greece Identification of key stakeholders, formulation of data base Networking with stakeholders, Preparation of Workshop (organised for 12 May) Synergy cooperation with IVAM for the organisation of workshop Press releases Actions completed by the end of April 2008 Following the kick off meeting held in Brussels in mid-january, and the formulation of the final strategy for 2008, Mr Stamatiou, representative of ASAOS (Greek CB), was contacted and informed of the latest developments. Also, several conversations were held with Mr. Skarlatos, General Manager of Hellenic Association of Chemical Industries (HACI) and also a member of ASAOS in an attempt to identify lubricant companies in Greece and determine our approach strategy. A synergy meeting was held in Athens in February with lubricant experts Mr. Ckees van Oijen and Dr Fleur A. Van Broekhuizen, from IVAM, Holland. During the meeting, a preliminary agenda for the lubricant workshop was discussed, possible stakeholder groups were identified and possible dates for the workshop on lubricants were determined. During the following month, a database of all lubricant producing companies was formulated, and this was then on enriched with other stakeholder groups potentially interested in attending the workshop on lubricants. Also the workshop date and location have been arranged for the 12 May, in Stratos Vassilikos Hotel. The invitations as well as a brief accompanying explanatory letter have been sent out by post to all the people and companies in the stakeholder list (for the invitation see annex) Mr. Ckees van Oijen and Dr Fleur A. Van Broekhuizen, have been invited to participate in the workshop in the line of synergy cooperation between SPEED and IVAM. EU Ecolabel Lubricants Workshop Athens, 12 May 2008 On the 12th May 2008, a workshop was organised by SPEED Development Consultants S.A., the Greek partners in the European Ecolabel Marketing project for Products, to promote and raise awareness on the EU Ecolabel Lubricants (EEL) among Greek Stakeholders. Due to a taxi and a petrol station strike in Greece, the participation in the workshop was lower then expected. Still the workshop was attended by ca. 12 representatives of different Greek Stakeholders in the field of Lubricant Manufacturing, Recycling and Testing, Quality Control and from the Chemical Engineering Department of the National 58

59 Technical University of Athens. Also Mr. Panos Scarlatos a member of ASAOS (the Greek Competent Body for the EU Ecolabel belonging to the Hellenic Ministry for the Environment, Physical Planning and Public Works) who is also the General Director of the Hellenic Association of Chemical Industries, attended the workshop, representing ASAOS and HACI (also a member of the European CEFIC). Mr Nikos Diakoulakis, the President and Managing Director of SPEED, opened the workshop with a welcoming speech. Subsequently, Miss Katerina Amfilochiou, environmental scientist of SPEED, introduced the EU Ecolabel concept as an instrument to stimulate the market introduction of more environmental friendly products, and described the advantages of using such an instrument. Then, the floor was given to Mr Ckees van Oijen and Dr Fleur van Broekhuizen, experts at IVAM, the research and consultancy department of the University of Amsterdam and partners in the European Ecolabel Marketing project for Products, to present the EU Ecolabel Lubricants, its history, its criteria and its market issues. Mr Ckees van Oijen introduced the issue of biolubricants and the experiences with a former FP5 project on Loss and Lost Lubricants in Inland and Coastal Water Activities (LLINCWA). This was followed by a short explanation on the promotion activities by IVAM consisting of support offered to companies in R&D and contacts with policy makers on possible drivers and barriers for the EEL marketing strategy for Greece. After a short coffee break, the well respected evaluator of ASAOS, Mr. Panos Scarlatos, gave an explanation on the procedures for obtaining the EU Ecolabel in Greece, the paper work needed and the barriers that Greek Competent Body and, as a result, applicants for EU ecolabel are faced with, due to bureaucracy and insufficient legal enforcement of the application procedures. Subsequently, Dr Fleur van Broekhuizen elaborated on the aim and scope of the European Ecolabel Lubricants (EEL) criteria. In the plenary discussion that followed several issues were addressed such as: Who considers an EEL application? Do EEL perspectives and potential exist for current products (with limited adjustments)? What barriers are envisaged? Is structured assistance needed? And what lubricant types are not covered that should be? As a result of the discussion, it was apparent that the participants felt the need for political leadership to establish regulatory measures and incentives to stimulate innovations. SME thought that when the market leaders take the first steps, the rest will follow. Also, it was believed that financial support for lifetime studies and basic information and knowledge transfer would be needed to support further EEL development. Participating organisations expressed a great interest to stakeholder information exchange meetings on a regular basis on the subject of EEL. IVAM was approached by company representatives, who were interested in joining consortia for cooperation projects on developing environmental friendly lubricants and potentially the application of the European Ecolabel Lubricants. Miss Katerina Amfilochiou from SPEED will continue to support the stakeholder organisation and eventually interested companies for further information. More details: Ckees van Oijen, IVAM UvA BV in Amsterdam at. 59

60 Next steps up until the end of project Until the workshop, May 12, a number of actions will take place. Firstly, telephone calls will be made to all the people and companies invited, to ensure the fact that they have received the invitations, and to investigate whether they will attend the workshop in an attempt to identify the number of people that will actually be present. At the same time, there will be a finalisation of the workshop agenda and material will be prepared for the participants. Therefore, final presentations will be printed out and some information texts translated to include in a folder that will be handed out to each participant. After the workshop, there will be a follow up and support of companies that express interest in ecolabel. Also, some press releases will take place in appropriate periodicals Result expectation at the end of project 2008 The product group of lubricants is new with the European ecolabel which was extended to include lubricants in In addition the lubricant sector consists basically of big multinational companies, which do not operate independently in each country. Also, most of the companies internationally do not have products that meet the criteria for ecolabel. This means that even if they are convinced of the necessity and importance of acquiring the ecolabel, they would need to begin laboratory checks and most probably make new products that meet the criteria. It would thus be unrealistic to expect any awards in The main target for 2008 is to inform stakeholders and attract the interest of the lubricant companies concerning ecolabel and working supportively with them to proceed with the necessary steps that will bring them to applications in the following years. 60

61 Annex GREECE Invitation to lubricant companies in Greece 61

62 1.11 PCBC activities in Poland Result and conclusion of previous activities PCBC joined to the Project EU Ecolabel marketing for products in the end of 2007 and despite short time realized all planned activities. However, no one Ecolabel certificate was issued in 2007 but some contacts with potential applicants were established. In 2008 one certificate was issued Situation of the EU Ecolabel in Poland PCBC was assigned as a Competent Body for EU Eco-label in Poland in the end of 2004 and 10 Ecolabel certificates were issued till now. First of all, many organizational activities should be undertaken, for instance establishing of the Ecolabel website to enable to become familiar with this new part of the PCBC s activities Situation of industry The most interest is noticeable from producers of Cleaning Products, there is one certificate holder within Tourist Accommodation Service Strategy and Steps 2008 Strategy was the continuation of - the promotional activity, for instance by press releases - acquisition activities, e.g. telephone calls - activities aimed at increasing of visibility of Ecolabel on market. 62

63 Steps finished till end of May 2008 Best practice - Acquisition Training workshop The 4 th workshop (18 th of March) in Warsaw was designed and organised by Energon and G&L in cooperation with the Polish Competent Body, EPCA, ENVIROS and CES. It was a special pilot workshop and acquisition training including expert presentations, metaplan sessions and role plays with video monitoring for about 15 participants from PCBC, the Polish Centre for Testing and Certification. The day before the acquisition workshop day a special tailor-made acquisition lesson for the Polish CB was held by Nick in the way he did in Prague and Budapest and Energon/G&L had a special meeting on the adjustment and project cooperation of the tourism and product project teams. (For more details see chapter on project activities in Poland) The Polish CB, represented by Joanna Tkaczyk and the head of PCBC Wojciech Henrykowski, was a very hospitable workshop partner and caring consequently for all necessary location, catering, transport, equipment and materials. The workshop was developed by Energon and G&L Vienna and moderated by Andreas Scherlofsky. Focus of the key presentations was on EU Ecolabel marketing (moderator), acquisition and argumentation (Nick Paxevanos) and point-of-sales promotion (Ernst Leitner). Next point was the exchange of experience and status of activities of the Ecolabel Marketing project team partners from Poland, Czech Republic, Hungary, Denmark and Austria. The afternoon part started with a guided metaplan session when the workshop participants identified the key success factors of acqusition work and developed strategies to avoid critical dont s. Then the participants performed role plays of typical acquisition situations such as - acquisitor visits branch representative - acquisitor calls secretary to find out the key managers of the company - acquisitor calls general manager to get a date - acquisition team visits company team First step of the role play was the preparation with the casting and briefing of participants with special role descriptions and the individual preparation of the actors to get familiar with the situation and the targets of their roles. Each role play lasted for about 10 minutes, was shot by a video camera, then again presented and then discussed to identify strengths and weaknesses of communication and negotiation behaviour. The role plays initiated a deep involvement and learning effect and the players as well as the spectators had real big fun. 63

64 We had a very good climate and following the overwhelming positive feedback from all participants this special kind of workshop, indeed, is going to be a successful pilot and will be a best practice tool for future acquisition improvement. Other activities Ecolabel Synergy Workshop 17 th of March, 2008, Warsaw, PCBC and Best practice Acquisition Training workshop on 18 th of March Article in ABC Jakości 1-2/2008 quarterly Conference Partnership as a basis of the success of every organization in Pułtusk, presentation on Ecolabel criteria in the context of Green Public Procurement Consultancy on ecological requirements for refrigerators at the manufacturer 2 man-days Translation of Ecolabel application pack for refrigerators as we have acquired our new customer for this product group Next steps till end of project Ecology conference in November 5 consultancy for 5 Polish companies Participation in ecological fairs/events Participation in other branch fairs Articles in branch journals Printing of folders for producers Translation of Ecolabel documents, e.g. application packs Production of Ecolabel spot and emission in a popular TV channel Result expectation at the end of project 2008 Goal is to increase the number of Ecolabel certificates and to increase the visibility of Ecolabel on market and awareness among customers. PCBC issued one certificate for products from Soaps and shampoos group and it is expected at least one applicant for product from Refrigerators group and one from Textile. 64

65 1.12 CES strategy in Hungary Result and conclusion of previous activities Year 2006 and 2007 acquisition focussed on 5 product groups, i.e. indoor paints and varnishes, hard floor covering, soil improvers, tissue papers and cleaning products. The project cooperated with the Hungarian Competent Bodies who gave advice, and made contacts with some potential applicants. During these two years, no award could be achieved. The only application in 2006 turned out unsuccessful. In 2007, there was one declaration of strong interest i.e. the company determined to apply. Despite the lack of tangible results, companies responded more positively in 2007 than in the previous year. After studying ecolabel criteria, several companies planned to give consideration to them and considered developing suitable products. This year s efforts may bring results in the coming years. To enhance interest in the ecolabel, year 2007 strategy included awareness raising as well. Some articles have been/are being published on the internet and in professional journals. Besides media work, cooperation with a Hungarian NGO was started in order to introduce ecolabelled products (as a first step, ecolabelled cleaning products) to their green store, the Green Niche. Consent of the NGO was obtained and the first products are expected to arrive in December. Making the EU Ecolabel more visible will increase its marketing value and the interest of the producers to apply for the label. The tissue paper company that in 2007 decided on applying looks determined and if they can prove that the raw material they use meets the criteria, their products will be awarded. (They import the raw material from Italian producers that already have ecolabelled products of their own.) Situation of the EU Ecolabel in Hungary Since 2005, there has been only one EU Ecolabel licence holder in Hungary. It is a tourist accommodation. Few ecolabelled products are imported, so they are hardly available in the shops. According to the Green Store, some baby-clothes and accessories sold at H&M stores are the only available ecolabelled products. As a result, Hungarians with a very few exceptions have never seen an EU eco-labelled product let alone using it. The recognition of the EU ecolabel, if it exists at all, is theoretical. The marketing value of the label on the inner market is limited. So far, the Marketing the EU Ecolabel project resulted in no new application. The Hungarian national ecolabel enjoys a higher recognition, particularly as most shopping bags of super-markets are licence holders of the Hungarian ecolabels. Most supermarkets provide such shopping bags because the environmental tax on these bags is lower than on other plastic bags. However, the Hungarian ecolabel is not a competitor of the EU ecolabel as the product groups of the two systems hardly overlap. 65

66 Strategy and Steps 2008 Strategy in 2008 should continue on raising awareness on the EU ecolabel on the one hand and continuing acquisition on the other. Acquisition should be continued with companies that expressed their interest in the ecolabel in the previous acquisition process and plan to produce products meeting the ecolabel criteria. These companies need time to develop suitable products and then they will be able to apply. The most promising companies are producers of indoor paints and varnishes, tissue paper, cleaning products, and lubricants. New focus groups in 2008 will be textile products. Awareness raising is planned through - Ecolabel exhibition on the Greenexpo, a special environmental exhibition for the general public, - Ecolabel exhibition at (a) big store(s), - Cooperation with retailers (besides developing the Green Niche store) to make ecolabelled products more visible, - Cooperation with the Competent Body, Media work is very much dependent on actual news such as successful applications or the actual start up of selling ecolabelled products in Hungary. Both media work and awareness raising can be based on the experience of the Green Niche store. Experience (and the success story) should be communicated to the public. (If it proves to be a success story, the assortiment of ecolabelled products could be extended as well.) Team synergy would be useful in providing more detailed and structured data on the sales of ecolabelled products by product groups, by year and by country. Info posters for promotion stands would be useful as well Actions completed by the end of April 2008 Preparation We started the market research for textile products, the new product group in As a result, several producers have been identified. Acquisition Öko-Park Panzió (Eco-Park Pansion), one of the tourist accommodations contacted last year as part of LOT 8 activities applied for the ecolabel this April. The Pansion that had been awarded by the Green Hotel Prize of the Hungarian Hotel Association several times, was first contacted last year on the Budapest Travelling Exhibition and the owner expressed strong interest in the EU Ecolabel. In 2007 and, despite the closure of LOT 8 in Hungary, also in 2008, the CES provided extensive assistance including on-site consultations and, finally, in April 2008, CES prepared their application as well. The audit on 22 April 2008 was successful and Öko-park Panzió will be soon officially awarded. Contacting 2 producers of soil improvers that visited the Ecolabel stand at the Greenexpo. 66

67 Awareness raising - Participation at Green Expo, Budapest, March The Budapest Greenexpo is a fair of the environmental sector targeted at consumeres and the general public. Its mission is to inform the visitors about the supply of environmentally friendly goods and services, and promote an environmentally friendly lifestyle. In 2008, there were 130 exhibitors and over 10,000 visitors at the fair. The Ecolabels stand organised by the Center for Environmental Studies was a success. Visitors could see EU ecolabelled products (including Hungarian ecolabelled all-purpose cleaners as well as imported eco-labelled light-bulbs, in-door varnishes, various copy and graphic papers as well as Italian floor tiles). Besides, products awarded with the Hungarian and the Czech ecolabels and the EU ecolabelled Hungarian Kolping Hotel were presented as well. The Hungarian versions of the EU brochures for consumers Cleaning Up and In the House were distributed. Products and brochures were provided by Hungarian wholesale and retail organisations, producers and the Hungarian Ecolabelling Organisation. The majority of visitors have not heard about the idea of ecolabels as such. Many of them came up to the stand asking What is ecolabel? despite the fact that most supermarkets in Hungary provide visitors with decomposable shopping bags that are awarded by the Hungarian ecolabel. Others admitted they did not know the ecolabel when they were stopped by the exhibitors of the stand. Most visitors were too shy to participate in the Ecolabel Quiz-game. Those who knew the ecolabels were typically students (many of them were looking for information for their theses), and teachers of green schools and preschools. Four of the exhibitors of other stands wanted to know how to get awarded. Two of them produce soil improvers, one of them fuel cells and one has a new sewage treatment technology. The latter two were directed to the Hungarian Ecolabelling Organisation as the Organisation may develop criteria for these new product groups. The producers of the soil improvers were contacted after the exhibition and information on the EU Ecolabel criteria were sent to them. Preparing a catalogue of Hungarian retailers wiht EU Ecolabelled products For the Greenexpo, a small catalogue of Hungarian shops that sell EU ecolabelled products was prepared and distributed to visitors. They proved to be particularly popular as ecolabelled products are not visible in the Hungarian shops. Since then, the first electronic version of the catalogue was prepared and put on the CES ecolabel website ( The catalogue will be continuously developed and updated. 67

68 Contacting retail shops selling ecolabelled products Contacting started parallel with preparing the Ecolabel exhibition in March. The objective has been to get products for the exhibition, make them understand the added marketing value of the EU ecolabel and convince them to advertise their ecolabelled products. Most shops received the idea well and they will probably use the posters and the hangers in the shop when they will be provided with them. Contacts will be continued in the coming months. Press work Lang uage Date of public ation Name of the medium / website address Media characteristic (focus, items per year etc.) article Target groups Hung arian Hung arian Hung arian Hung arian Januar y April April April 2008 Olaj,szapp an, kozmetika, 4/2007 Magyar Narancs mke.kvvm. hu ktk-ces.hu Professional journal, quarterly Political magazine, weekly Ecolabel website of the Ministry of Environment Website of the CES "Bővült az Európai Öko-címke kritériumrendszere. Már a szappanokra, samponokra és a hajöblítő balzsamokra is lehet EU öko-címkét szerezni" "Greenexpo. Csak az ár számít" (Report on the Greenexpo) Report on the Ecolabel stand of the Greenexpo Report on the Ecolabel stand of the Greenexpo producers of cleaning products citizens citizens citizens Hung arian 9 April ktk-ces.hu Website of the CES Catalogue of ecolabelled products available in Hungary citizens 68

69 Next steps up until the end of project Preparation: Gathering detailed information on selected textile producers to identify most suitable candidates for the EU ecolabel. Acquisition: Follow-up of contacts from 2006 and 2007 by phone, on-site etc. Contacting selected textile producers. Awareness raising: Exhibition of ecolabelled products organised in co-operation with a retail shop (probably TESCO) Continuing co-operation with the Green Niche store of the Eco-service Foundation Continuing contacts with retail shops selling ecolabelled products Updating the online catalogue of ecolabelled products Continuing press work Result expectation at the end of project 2008 In 2007, there was more interest in the ecolabel than in As there is no EU Ecolabel award, it is hard to foretell the results. Based on this years declarations of companies 3-4 applications, and 1-2 awards can be expected until the end of Annex HUNGARY Posters for Greenexpo 69

70 Product catalogue folder front page 70

71 back page 71

72 1.13 ACTA activities in Italy and Romania ITALY Result and conclusion of previous activities Like in 2006, and in 008 also in 2008 activities in Italy have been generally of the desk type and mainly consisted in telephonic or mail support to local CBs (Lombardia, Piemonte, Sicily) and other institutions (park authorities, public administrations) regarding questions and material for the marketing of the EU Ecolabel, often in the field of Green Public Procurement. It has not led directly to applications, but is apparently perceived as useful because of the possibility for those actors to obtain in a fast and unbureaucratic way through us data and information for their work. Due to being well known from our presence at workshops and seminars all over Italy, we have been also an important element of networking between consultants, stakeholders and regional CBs. This activity of network support, without major presence at fairs or other events, will continue also in the second half of There is no need for more extensive interventions as the Italian CB on its own has already in place very efficient instruments for information and support for the EU Ecolabel. Useful contacts have also been established with the Chamber of Commerce system in order to coordinate marketing and information activities regarding ecolabelled products and services. ROMANIA In contrast to 2007, where the enthusiasm of the EU adhesion of Romania has generated a high number of possibilities to speak at public events and promote the EU Eco-label at seminars and in other occasions, 2008 until now has been more dedicated to networking and information activities. ITALY Situation of the EU Ecolabel in the covered country Italy is continuing to be the most advanced country in Europe regarding the certification, with the highest number of licenses. The label is widely known for household tissue paper and detergents, which are available at most department stores, but much less for a lot of other product groups. Many of the Italian firms who apply for certification do so either because they export and expect the EU Eco-label to give them a better image in Northern European countries, or because they work with the public sector, where GPP policies now make ecolabelled products a preferential choice. 72

73 ROMANIA Romania currently has not yet a licence holder for the EU Ecolabel. There are no official market researchs regarding the recognition of the certification, but a growing interest from the side of the press is changing this through articles regarding the label and its characteristics by most of the important Romanian newspapers and their online editions. The activities of 2007 have brought forward several interested firms (in the sectors of textiles, mattresses, heat pumps, laptop computers and varnishes) who already are at a level which seems compatible with certification. However, the costs of both laboratory testings and annual license fees at the moment are perceived as too high an investment compared to the not yet very high degree of knowledge of the EU Eco-label in Romania. Product placement Theoretically, there are already ecolabelled products from different countries (mainly Germany and Italy) available in Romania, as of the Green Store. These products however until now are not, or only very sporadically, present in the shops and magazines of the country Situation of industry in Romania The key industries in Romania are textiles and footwear, light machinery and auto assembly, mining, timber, construction materials, metallurgy, chemicals, food processing, petroleum refining. The main export products are textiles and footwear, metals and metal products, machinery and equipment, minerals and fuels, chemicals, agricultural products (more than 18 mrd Euro in 2005) Strategy and Steps 2008 ITALY As mentioned above, the activities in Italy consist only in a network support for the regional and national CBs regarding their eventual needs for marketing instruments and international contacts. Particular support at the moment is given to the Chamber of Commerce networks in order to facilitate communication about the EU Eco-label to their member also in occasion of some major trade fairs coming up in autumn for the textile, office supply and furniture sectors. ROMANIA The main focus in Romania will continue to be about information (both for public administration, stakeholders and consumers) regarding the EU Ecolabel. This will be done 73

74 in form of workshops and seminars, in occasion of fairs and together with institutions and stakeholder associations. The Romanian Chamber of Commerce has requested assistance for a series of seminars in autumn in the cities of Bucharest, Piatra Neamt, Ploiesti and Oradea. The events will be coordinated with the Flower Month. Regarding marketing and central tools, we will continue to support the Romanian CB with the production of press releases and info sheets and the translation of teaching materials from Italian, English and German. There is a strong need for promotional material to distribute at fairs and other events, also standard presentations for the different product groups would be very welcome. An important issue to be followed up on is the availability of products with the EU Ecolabel on the Romanian market, particularly detergents and household tissue paper products in the big commercial chains (Auchan, Carrefour, Billa). Since those chains already carry eolabelled products in other countries, contacts will be made to further the possible offer of these products (from other countries, as for most of these products there is no own possible productor in Romania) in the supermarkets. Also on the Green Store until now there are very few of these products potentially available in Romania, contacts will be made particularly in Italy regarding possible extention of exportation of ecolabelled products. Regarding trade fairs, the EU-Ecolabel should be present, like last year, at the ECO-ZONNE fair in Cluj in September. Further exhibitions are being planned together with the Ministry of Environment for the furniture fair in Bucharest in October Actions completed by the end of April 2008 We provided assistance to the Romanian CB with the translation and adaptation of promotion material and procedures. Preparation, organization and follow-up on workshop on Lubricants in Bucharest: On the 17th of May, at the Ministry of Environment in Bucharest, a workshop about the EU Eco-label for lubricants took place, with the support of the IVAM experts Ckees van Oijen and Fleur van Broekhuizen. Stakeholders, entrepreneurs and representatives of the authorities were offered into-depth information regarding the technical details, the application requirements and the market possibilities for the certification, as well as the possibility for obtaining financial incentives for it. The picture shows Ms Toma from the Romanian Competent Body with Mr van Oijen, Ms van Broekhuizen and Ms Diwok from the Eco-label marketing expert group. 74

75 A moment during the seminar with a representative from the stakeholder organization Participants during the workshop for lubricants. Participants at the Workshop EEL 17 March 2008 /Bucharest/Romania were the following representatives: Petrom, Liviu Urdea Lubrichem, Drd. Michaela Constantinescu Romania Competent body, Maria-Daniela Toma SC X1R Logistic SRL, Cristina Toma Agip Romania, Florian Florea Romania ANPM, Luminita Lepsa Romania ANPM, Carmen Nicolae Romania ANPM, Elena Balica The participants have been contacted by Ms. Diwok and Ms. Toma from the Romanian CB after the workshop in order to offer assistance for further Steps. At the moment, the high cost of laboratory analysis and annual license fee is holding back the potentially interested firms, but possible co-financing solutions are being studied together with the Ministry of Environment Next steps up until the end of project April-July 2008: Assistance to the Romanian CB with the preparation of info material and a presentation for an event at the Chamber of Commerce in Bucharest. August 2008: Meeting with responsables of the Piatra Neamt Chamber of commerce regarding possible assistance to furniture industry situated in the region on behalf of the EU Eco-label September /October 2008: Participation at several events in occasion of the Flower Month in Bucharest and Cluj (confirmed, trade fairs) and Timisoara (planned, seminar) In general: Further assistance to the Romanian CB with procedures, contacts and possible support to interested firms. Also ongoing are the contacts with big 75

76 distribution chains such as Auchan and Carreefour regarding their possible offer of ecolabelled products on the shelves Result expectation at the end of project 2008 ROMANIA The concrete results are difficult to estimate at the moment, as they depend on the availability of co-financing for specific initiatives, such as laboratory testings and intodepth consultancy for interested firms. If these, as planned, will come through, it is reasonable to expect 2-5 certified products at the end of 2008 (most probable, varnish, laptop computer, heat pump). We also expect to see at least one brand of ecolabelled toilet paper sold by one of the major distribution chains. ITALY An expected result in Italy is the adoption by the ISNART (Communication department of the Italian Chamber of Commerce network) of the EU Eco-label as the official environmental quality standard among their members (this until now is reserved to ISO 14000). 76

77 1.14 ELNOR activities 2008 in Norway EU Ecolabel Situation in Norway Ecolabelling Norway is the competent body for the two official ecolabels in Norway. The Swan, which is the official Nordic ecolabel, has a consumer awareness of 85 per cent. The EU flower has a consumer awareness of 15 per cent. By promoting both ecolabels in all market communication, Ecolabelling Norway is aiming at transferring the public awareness of the Swan to the European flower. Ecolabelling Norway has two overall goals. One is to be the preferred solution for businesses wanting to achieve competitive advantages through an environmental profile. The second is being the most preferred consumer guide to environmentally friendly products. To achieve these goals Ecolabelling Norway is developing communications explaining cosumers the environmental impact of consumption. Ecolabelling Norway is also helping licence keepers to leverage and take use of this communication. Further more Ecolabelling Norway is implementing this communication in various activities and elements aiming to build knowledge and awareness. The final goal is to change the consumer behaviour in favour of more environmentally friendly products and thereby reducing the total negative environmental impact Strategy & steps 2008 Acquisition Ecolabelling Norway will meet with several companies, primary in the textile industry. Licence keepers will be invited to join campaigns and take advantage of the EU Flower in their marketing communications. Prospects will told about the EU Flower, and advantages of a licence. Training The second step in the execution of the project is training of sales forces. Ecolabelling Norway will supply retailers with software providing an interactive training-module. The training-module will be tailored to the companies in question, to make it easier to adopt and more relevant to use. The training-module will be available for staff through intranet. The focal issue in the training will be what differentiates and makes ecolabelled products better choices for environment and health. 77

78 In-shop campaigns, kick off week 38 The final step in the project will be in-shop campaigns in week 38. Textile chains own marketing communication, brochures in stores, and ambient media at shopping centers will significant increase the visibility of the EU Flower Next steps up until the end of project End of the first phase in developing a interactive training-module: consept and web-design. Signing a contract with the biggest shoppingsenter-chain in Norway to join their campaign starting in week 38 - focus: sustainable consumption by choosing products labelled with the Swan, the Flower, Fairtrade or eco Next steps till end of project 2008 Training module: content and implementation Developing campaign-materials and PR-plan for the campaign - in cooperation with Steen & Strøm Meetings with companies / shops also joining the capmpaign Result expectation at the end of project 2008 The expected outcome of the project is increased visibility of the EU flower in retail stores with focus on textiles. The final result is expected to be an increased number of labelled products, and higher consumer awareness and preferences towards environmental labelled products - most important Swan labelled and Flower labelled products. 78

79 Annex NORWAY Drafts of the webframes for the training modules 79

80 Brochure Svanemerket Opplæring 80

81 1.15 IVAM activities in the field of lubricants Result and conclusion of previous activities Building on the activities performed in 2006, the activities for the European Ecolabel Lubricants (EEL) in 2007 involved: - Preparing a data base with high profile organizations and OEMs. - Generating publicity in magazines in the field of lubricants and their applications. - Lobbying for screening Vamil products for compatibility for the EU Ecolabel Lubricants. - Contacting relevant stakeholders in the lubricants market and policies. - Assisting individual companies with applications for EU Ecolabel Lubricants. - Identifying key events for presentations of the EU Ecolabel Lubricants. - Preparing of a database of European experts and certified laboratories that can advise users and competent bodies regarding testing and data interpretation. At the end of 2007 this had resulted in (for more details see final report 2007): - Several stakeholders in the lubricants market were stimulated to be actively involved. - An increasing number of lubricant companies applied for the EU Ecolabel, got involved in R&D or base oils, or had additives screened on compatibility with EU Ecolabel criteria. - A list was made of competent laboratories for EEL criteria evaluation. - Poster presentation on the EEL was held at 5th Euro Fed Lipid Congress Gothenburg. - Conditions were created for screening Vamil-products on compatibility with EU Ecolabel. - Some OEMs were addressed on their interest to cooperate in development and pilots for EEL. - 3 articles were published on the EEL market (and 1 in preparation). During 2007 an increased interest and activity on the EEL market could be observed and at the kick-off meeting in Brussels in January 2008 the following conclusions were drawn: - In relation to the aimed EMP project activities for 2008 attention should be paid to possible barriers to achieve the ambitions; especially costs and time may be limiting factors to cope with (both internally in the project and externally on the EEL market). - Project activities should preferably support green public procurement by addressing push & pull factors which increase both market demand (policies, end users) and supply (EEL product development). - As the relations between stakeholders are sensitive and price developments (of resources) are dynamic patience, perseverance, diplomacy is needed in communicating with all stakeholders. - With an expanding network of stakeholders and increasing communication lines (and a limited budget and time), managing the contacts and setting priorities is needed to maintain efficiency and progress. - In the third EMP year activities should prepare for sustainability of the project results 81

82 by for example stimulate cooperation between stakeholders (producers, OEM and/or end users in R&D and pilot or demonstration projects), disseminate results and increase involvement in other European countries The EU Ecolabel and the lubricant market The table below shows that, since the European Ecolabel Lubricants (EEL) was established in 2005, 15 products for different applications have become available on the European market (30 if one includes the different viscosities; indicated by the numbers behind the product name). But as yet, the EEL products are mainly limited to hydraulic oils and chainsaw oils (and the manufacturers and competent bodies involved are still from a limited number of countries). European Ecolabel Lubricants Manufacturer Product (hydraulic oils) 1) 2) Award date Country CB/M 3) Binol Biosafe Oy BioSafe HO 15, 32, 46, 68 SE FI / FI Binol Biosafe Oy BioSafe HO 15, 32, 46, 68 XE FI / FI Novance DiesterLub Hydro FR / FR Novance DiesterLub CSL 150* ? FR / FR Novance DiesterLub 2T Plus* ? FR / FR Kajo Chemie GMBH Kajo-Sägekettenhaftoel BIO DE / DE Kajo Chemie GMBH Kajo-BIO Hydraulikol HEES DE / DE Panolin AG Panolin Turwada S 220 LL DE / CH Panolin AG Panolin HLP Synth E 15, 22, 32, 46, 68* DE / CH Cognis GmbH Pro Eco HE , 32, 46, DE / DE Cognis GmbH Pro Eco HE , 32, DE / DE ESSO DE. GmbH Mobil EAL Hydraulic Oil DE / DE Kajo Chemie GMBH Kajo-Sägekettenhaftoel BIO DE / DE MOTUL Motul Timber Bio DE / FR TOTAL Chainbio FR / FR Kajo Chemie GMBH Kajo BIO-Hydrauliköl HEES 32, 46-S KAJO-Longlife Grease ECO > ?? / DE MOTUL Motul RUBRIC BIO 46 > ?? / FR Carl Bechem GMBH Bechem Hydrostar HEES 46 EM > ?? / DE 1) Mentioned at (June 2008) 2) Products marked with * have previously been indicated as EEL products, but are not on the most recent list 3) Country of the CB = competent body / M = Manufacturer In 2005 there were 8 new awards of the Flower for EEL, 3 awards in 2006 and 8 in Since January 2008 there were already 16 new products awarded with the Flower. The table also shows that at first the newly awarded products were introduced by only one manufacturer in 2005 and 2006, in 2007 two more manufacturers got the flower award and in the first 6 months of additional manufacturers had their first successful product applications. 82

83 This suggests that there is an increased interest and activity to introduce and gain a share of the EEL market. This is supported by information of one important additive supplier who would at present have business contact with known and relatively unknown Lubricants manufacturers. No data are available yet on the actual sales and or current use of EEL awarded products Strategy and activities 2008 Green or Sustainable procurement policies at national or EU level can play a key role in supporting the market introduction and increasing the use of lubricants meeting the EU Ecolabel requirements. Following the announcement by the Dutch authorities to adopt the European Ecolabel Lubricants (EEL) into the VAMIL regulation, several companies have shown interest to screen their lubricants for their compliance to the EU Ecolabel criteria (this means that in practice the EEL tends to replace the Vamil criteria as a standard). Since these products (which comply with the Vamil requirements) are not only marketed in the Netherlands but Europe wide, the activities carried out mainly in the Netherlands also improve our insight over the biolubricants market in Europe as a whole. As the leading oil companies determine the market, when they introduce Ecolabel products this will stimulate the other (competing) companies to follow. At the moment the evaluation of additive components and base oil components has been completed for some important companies and is still ongoing for others. These activities reveal that obtaining information on and evaluating the characterisation and composition of products is still a critical issue, as companies often provide only little additional information to the material safety data sheets (MSDS). It is therefore suggested to continue supporting individual companies in their understanding of the EU Ecolabel and to help them applying the EU Ecolabel criteria in Running this process IVAM will generate publicity in journals to show cases of successful lubricants candidates and will address the potential barriers and how to overcome them. Parallel to this we suggest continuing activities aimed at stimulating market demand by specifically targeting institutional and professional users through This should involve publishing, workshops, presentations at conferences and fairs for professional users and Original Equipment Manufacturers (OEMs) and face-to-face promotion and support activities with purchasers and technical staff in governmental organizations and OEMs. For purchasers a practical handbook (in English) with guidelines for purchasers being professional users of lubricants on how to select a suitable product can be stimulating. Whereas in 2007 activities concentrated geographically on the Netherlands, Scandinavia, Germany and the Alpine region (ranking the top markets for biolubricants in Europe), in 2008, in cooperation with European Marketing Project partners and national competent bodies (and other stakeholders), also some parallel activities (workshop sessions) will be developed in other EU countries with less experience in the field of biolubricants. Ideally IVAM could set up field tests demonstrating the performance of EEL in demanding practical applications while mitigating the risk to the environment. Many users still believe that environmental products are associated with a lack of performance. By demonstrating product performance, traditional misconceptions within conservative industrial groups will be overcome accelerating the change over to EEL. Field tests are proposed for the market segments water management, inland navigation; forestry and agriculture; civil and ground engineering; recreation. These tests should be organized in the period and 83

84 should be supported by the identified (network of) experts and certified laboratories that will advise the users and competent bodies regarding testing and data interpretation. Finally, future activities will include the continuation in 2008 (and 2009) of actions towards the harmonization of national environmental schemes and policies in the field of environmental friendly lubricants. These activities should be EU based since industrial users of EEL operate at European level. Promotion activities at a national level only are not enough to guarantee an EU wide market introduction of EEL. Based on these considerations the following operational tasks were defined (numbers according with contract): 1. Kick-off meeting 2. Data base extension and update - High profile organizations and associations active in lubricants policies and R&D; - Original Equipment Manufacturers (OEM) applying lubricants; - Professional and institutional users of lubricants in Europe having active green purchasing policy; - Competent European experts and certified laboratories for testing and data interpretation. 3. Media work / generating publicity Update the list of relevant media / magazines for target groups mentioned under task 2. Continue addressing the most important media. Two articles: one on the market introduction of new EU Ecolabel products, and one on how to deal with barriers for products being designed to meet the EU Ecolabel requirements. We refer here specifically to efforts of companies that have previously been developing products that meet the EU Ecolabel. These efforts are expected to show more results in 2008 (and after). 4. Continue supporting Dutch authorities to formulate stricter criteria for products on the VAMIL list and requirements for sustainable/green procurement requesting to the EU Ecolabel. IVAM supports the Dutch government in its policy to adopt the EU Ecolabel as basis for the VAMIL regulation in Part of the 2007 VAMIL product list may still be compatible with the EU Ecolabel. For other products (and their components) currently marketed as environmental friendly existing barriers could be identified why they could not be awarded with the EU Ecolabel and what needs to be done for compliance. 5. Contacts: with organisations mentioned in task 2 by phone, and face to face meetings and interviews with understanding and applying for the EU Ecolabel Lubricants criteria. Apart from promoting the EU Ecolabel Lubricants these contacts may contribute to a discussion on the prospected / possible revision of the EU Ecolabel Lubricants criteria in Assist: individual companies with applying for the EU Ecolabel Lubricants. This relates to understanding the criteria to the lubricant components, such as the base oils and additives, and formulating additive packages and lubricants for different applications. Results can be included in a positive list /database on the EU Ecolabel Lubricants website. Partly these activities may also lead to initiating, assisting, monitoring and/or evaluating 84

85 demonstration projects. 7. Identify and attend key events (trade-fair or congress): targeting groups mentioned under task 2 where the EU Ecolabel Lubricants could be disseminated and networking continued. 8. Contribute to workshop sessions, in cooperation with national project partners and competent bodies, on the EU Ecolabel Lubricants in Romania, Greece and Poland aiming to increase the awareness among stakeholders (as mentioned in task 2) at national regional level (possibly combined with task 7). As a result of the ambition and the decision during the kick-off meeting in Brussels (14-15/1/08) to create synergies with the Romanian, Greek and Polish partners (following from task 8.) activities carried out in the context of tasks 2, 3, 5, and 6 mainly focused on establishing contacts with stakeholders in the three countries. Progresses made in performing these tasks will de reported in the following Steps finished till end of April Kick-off meeting and strategy 2. Data base extension and update As yet data base extension and update was mainly related to the organisation of workshops organised in cooperation with Romanian and Greek partners (see task 8). 3. Media work / generating publicity After the EEL workshop in Bucharest on 17 March (see task 8) a short article was written for the EU Ecolabel Newsletter and a larger (draft) article was offered for publishing in the magazine or website of a Romanian national branch organisation of lubricant producers Lubrichem (through ACTA). After the EEL workshop in Athens on 12 May (see task 8) a short article was written for the EU Ecolabel Newsletter and a larger (draft) article was offered for publishing in Greek national lubricant magazines or websites (through SPEED). A paper on the EEL was written accepted for the LUBMAT conference (see task 7). This paper addresses amongst others the market introduction of new EU Ecolabel products and the barriers for products being designed to meet the EU Ecolabel requirements and how to deal with them. In a special issue of the Newsletter of the Dutch competent Body (SMK-Nieuws 55-05/ on the European Ecolabel attention was given also to the developments in the lubricants market in the Netherlands and Europe (in which also the role of IVAM was mentioned. 4. Continue supporting Dutch authorities In December 2007 (with some support of IVAM) the Dutch Ministry of Environment (VROM) has decided to adopt the EU Ecolabel as basis for the VAMIL regulation in This implied that the EEL criteria are taken as the standard for hydraulic oils (whereas due to a lack of available EEL products for greases the Blue Angel was taken as the standard). After performing a study on the use of biodegradable lubricants in inland shipping activities in 85

86 the Netherlands (commission by the Ministry of Transport, Public Works and Water Management, V&W) IVAM was invited to give a presentation for a national stakeholder platform on water (LBOW) on 4 March in The Hague on the opportunities to stimulate environmentally friendly lubricants. After designing and establishing Knowledge Centre on Environmentally Friendly Lubricants, KMS (commissioned by the Directorate-General for Public Works and Water Management, RWS) for the RWS Intranet website in 2007, IVAM was contracted to continue maintaining and supporting the KMS pages in In the context of the elaboration of Dutch sustainable purchasing policy which should come into force in 2010, IVAM attended (on 12 May 2008) a stakeholder meeting on the development of requirements and selection criteria for the product group Vessels and gave feedback on the document for Nautical Objects. Based on this input a proposal is being formulated by SenterNovem to define Lubricants as a distinct product group which is relevant for different applications (in e.g. Mobile Equipment and others product groups) and end users for which criteria may be developed that would support the market introduction of environmentally friendly lubricants and if feasible the European Ecolabel products. 5. Contacts: with organisations The efforts focussed on activities in relation to task 8 and 7. Letters have been drafted to offer support to branch organisations and other stakeholders in Romania (a.o. Lubrichem) and Greece. Also as a result of the LUBMAT conference in Spain some participants have asked about the European Ecolabel Lubricants requirements and procedures and information has been exchanged. 6. Assist: individual companies See task 5. Some consultations with individual companies on applying for the EEL have taken place. This related to understanding the criteria (also in relation to the European REACh policy) for the lubricant components, such as base oils and additives, and formulating additive packages and lubricants for different applications. At present assistance is given to 4 companies to prepare European Ecolabel applications for products and several additive packages for lubricants. 7. Identify and attend key events A paper has been presented in the session on Environmentally Friendly Lubricants during the attendance of the LUBMAT 2008 training and conference in San Sebastian on 3-5 June A paper on The European Ecolabel Lubricants as a driver for an environmentally friendly lubricants market was presented, discussed and published in the conference proceedings and CD-ROM. The conference has resulted in interesting contacts, information exchange and generation of ideas on the revision of the European Ecolabel Lubricants. 8. Contribute to workshop session In cooperation with national project partner (ACTA) and competent bodies, a workshop on the EU Ecolabel Lubricants has been organised on 17 March at the Ministry of Environment and sustainable development in Bucharest. Romania The workshop was attended by ca. 20 representatives from lubricants producers, branch organisations and responsible authorities. In cooperation with national project partner (SPEED) and competent body, a workshop on the EU Ecolabel Lubricants has been organised on 12 May in Athens, Greece. The workshop was attended by ca. 15 representatives from lubricants producers, branch organisations and responsible authorities. 86

87 Next steps till end of project Strategy update 2. Data base extension and update The planned data base extension and update for 2008 has been postponed but will be completed by mid July 2008 (and maintained until the end of the project). 3. Media work / generating publicity Publication of the article for the Dutch magazine Smeeroliekroniek (of which a draft had been prepared in November 2007) has been delayed, contacts with the co-author at SMK and the Dutch association of lubricant suppliers (VSN) will be resumed. After the EEL workshop in Athens on 12 May a short article has been written for the EU Ecolabel Newsletter and a larger article is drafted and offered for publishing in a magazine or website of a Greek national branch organisation. Further opportunities will be monitored for publicity on the EEL and writing articles, on the market introduction of new EU Ecolabel products and on how to deal with barriers for products being designed to meet the EU Ecolabel requirements (based on efforts of companies that have previously been developing products that meet the EU Ecolabel). One possibility might be a publication in the Europe edition of Lubes n Greases as one of the managing editor has shown interest after the presentation in the LUBMAT conference. 4. Continue supporting Dutch authorities The maintenance and support of the Knowledge Centre on Environmentally Friendly Lubricants, KMS for the RWS Intranet website will be continued until (probably at least) the end of RWS has also expressed interest in the development of sustainable procurement criteria for the Dutch water management authorities (as well as the inland shipping sector and other end users). Green procurement criteria of RWS already formulated for hydraulic oil may serve as an example. The process as described under will be closely watched and if possible supported by IVAM. 5. Contacts: with organisations (mentioned in task 2) The adjustment of the VAMIL regulation from January 2008 on has resulted in some (unexpected) reluctance from the side of the Dutch branch organisation VSN to cooperate (as the introduction was considered too sudden and criteria may be considered too ambitious). Efforts will be made to normalise relations and resume cooperation again. Apart from promoting the EU Ecolabel Lubricants these contacts may contribute to a discussion on the prospected / possible revision of the EU Ecolabel Lubricants criteria in On the invitation of SMK IVAM has contributed and offered support to apply for a tender on the revision of the EEL criteria which is planned in 2009 (the EC decision on this is still pending). 6. Assist: individual companies with applying for the EU Ecolabel Lubricants. On request individual companies will be assisted by phone, and face to face meetings and interviews with understanding and applying for the EEL criteria and with screening available products that are advertised as environmentally friendly on their compatibility with the EEL. For identified barriers it will be indicated what needs to be done for compliance. Assisting individual companies with applying for the EU Ecolabel Lubricants relates to understanding the criteria to the lubricant components, such as the base oils and additives, and formulating additive packages and lubricants for different applications. Results can be included in a positive list on the EU Ecolabel Lubricants website (Green Store / Green suppliers database). Partly these activities may also lead to initiating, assisting, monitoring and/or evaluating 87

88 demonstration projects. An expected project for the Directorate-General for Public Works and Water Management (RWS) may be postponed until the end of In consultation with the initiators of the Black Forest project the feasibility to find support for the activities aiming at R&D and testing of new EEL products may be further explored. 7. Identify and attend key events An abstract on the EEL will be submitted for the III International Water Forum III International Water Forum International cooperation in water management organised on 2-3 October 2008 in Minsk, Belarus The organisers of the conference have shown their interest to for this issue, which might give some wider publicity to the EEL with special relevance for improvement of the quality of the aquatic environment in and outside the European Union (part of the cost may be covered from an EU TEMPUS Project). 8. Contribute to workshop sessions In cooperation with the Polish Centre for Testing and Certification, a meeting on the EEL will be organised on 2 July in Warsaw, Poland (hence in the context of an EU TEMPUS Joint European Project on 3 July a lecture on the EEL will be given at Bialystok School of Economics), which aims to increase the awareness among stakeholders at national and regional level Result expectation until end of 2008 Updated data base / list of stakeholders This would include at least an extension to Romanian, Greek, Spanish and Polish stakeholders Publications on results and dealing with barriers Dutch authorities Adopt EU Eco-label as standard for VAMIL-list VAMIL products and/or new products screened on compliance with EEL criteria Start the process to set requirements for sustainable procurement of lubricants (based on example for Dutch water management authorities and inland shipping sector) Main stakeholder organisations (producers, OEM and end users) Understand EU Eco-label Lubricants criteria Give input on revision of EU Eco-label criteria in 2009 Individual companies Apply the EU Eco-label criteria to lubricant components in R&D Contribute to a positive list (or Green Store / Green suppliers database) of base oils and additives Initiate with producers end users (& OEM) demo-projects (to be monitored by IVAM) 88

89 Attendance of key events To disseminate information (and continue networking) Workshop sessions on EU Eco-label Lubricants In cooperation with partners & competent bodies Increased the awareness at national, regional & EU level Annex LUBRICANTS - IVAM PPT presentation Bucharest Workshop 89

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