Nice Premium: What do you think sustainable development is?
Géraldine Séjourné: Sustainable development is sometimes a misused and vague term for some people, often “limited” to the environmental criterion. Sustainable development involves taking into account three main concepts: ecology, economy, and social aspects.
There is a real awareness among consumers to integrate sustainable development aspects into their daily lives. They are increasingly becoming proactive consumers without necessarily requiring much effort or sacrificing modern comfort. Unfortunately, such enthusiasm has led many manufacturers to exploit this awareness to develop anything they can to greenwash the presentation of their companies, aiming to appear more socially and/or environmentally responsible in the eyes of the public.
NP: Can you introduce The Green Tree?
G.S.: The Green Tree brand offers ecological cleaning and personal hygiene products available in supermarkets at affordable prices.
Besides being certified by the European Ecolabel, which ensures a lower environmental impact, Green Tree products have even more stringent specifications: cleaning agents of plant origin, no substances recognized as skin allergens, no risk phrases or danger symbols (unlike many cleaning products), no harmful chemicals (like formaldehyde), ultra-concentrated, with naturally sourced fragrances (if present), not tested on animals, and manufactured in France.
Through this commitment and its values, The Green Tree not only protects the ecosystem but also the individual.
NP: The Green Tree and sustainable development: how does the company position itself?
G.S.: Our company is committed to sustainable development through its three pillars.
– Ecological, because our brand has been committed since 2003 with the manufacturing of products certified by the European Ecolabel and with even stricter criteria. Our factory is ISO 14001 certified. Indeed, we are in a process of continuous improvement of our environmental “performance.”
– Economic, as today The Green Tree generates a turnover of 21 million euros. This figure has seen significant growth: it has increased tenfold over the past five years.
– Social, because the company continuously improves working and wage conditions within the factory. This production site in France, near Poitiers, also promotes local economic development, prioritizing the purchase of packaging and raw materials 80% in France.
NP: What motivated the creation of The Green Tree?
G.S.: The Green Tree is a brand that was created in the 1990s. The company Novamex took over this brand in the 2000s, when it acquired its production site near Poitiers.
The brand name is evocative enough to be applied to ecological products. Since 2003, The Green Tree launched two ecological dishwashing liquids certified by the European Ecolabel, then in 2004, household cleaners, in 2006 laundry detergents, and in 2008, personal hygiene products.
The intention was not only to develop truly ecological products, without self-proclamation as they are audited by independent organizations, but especially to democratize ecology, to make environmentally friendly solutions accessible to everyone, sold in supermarkets at affordable prices.
NP: Certification, ecolabels: how are your products eco-friendly?
G.S.: Most of our products carry the European Ecolabel (except those for which categories have not been reviewed by AFNOR such as fabric softeners and rinse aids), but they also go beyond the criteria of this certification, as mentioned earlier.
NP: You talk about eco-economical products, why?
G.S.: The concentration of cleaning products is the leading feature of The Green Tree brand. Indeed, we raise consumer awareness about reducing the dosage: by using just the right amount, the savings are real and the environmental impacts are reduced.
Moreover, it’s not more expensive! When comparing the price per dose, The Green Tree cleaning products are more economical than classic cleaning products!
For example, a 3 L bottle of Green Tree liquid laundry detergent allows for an average of 40 washes (75 ml per dose) compared to 25 for “classic” detergents (120 ml per dose).
NP: In the context of Sustainable Development Week (April 1 to 7, 2009), what messages do you want to convey?
G.S.: We will participate during this week in the Planète Durable public sustainable development exhibition [Porte de Versailles in Paris]. Our goal will be to raise awareness among consumers about the right dosage of cleaning products but also about the savings per dose of use.
We will very soon run an in-store operation on our laundry and household cleaners: our customers will discover products featuring a collar that will ask them: “Who does the most number of washes per liter?” Compare!
Other messages we will convey include promoting a good understanding of labels and trusting labels (first TV campaign by MEEDDAT on Ecolabels starting March 28). It is through consumers’ demand in stores that ecological solutions will continue to be developed over polluting products.
Feel free to visit the official website of Sustainable Development Week 2009. In the PACA region, you will find more than 200 events scheduled from April 1 to 7 near you!
In Nice, the House of the Environment offers animations and various activities during this week.
