Chicago Talk Pdf

green
housewares
How the right approach to
sustainability leads to
marketplace success

Monday, March 22, 2010

The Singer Sustainability approach...

You can be successful
developing green
housewares.


The Singer Sustainability ...

A tool that you can use to
grow your business


First let’s answer...
What does sustainability
mean anyway ?


Sustainable development is:

Development that meets the
needs of the present without
compromising the ability of
future generations to meet
their own needs.


The 4 key
principles...

that drive a green
product’s success


#1
There is one
driving overarching value
that guides the brand.


#2
Just green
is not enough.
There needs to be a functional benefit
that is perceived to be equal to or better
than its conventional counter part.


#3
Create a distinctive look
that you can own.
Be consistent and relate back to what
the brand is


#4
Consumers are only
willing to pay slightly more for
green products
vs. conventional counterparts


Today we will talk about...

3 companies that I believe
have done it right!
...one retailer and two manufacturers


Let’s take those 4
principles...

and apply it to a
real retailer in real time!


One retailer’s
story...


Whole Foods innovated a profitable new
category:

Sustainable Housewares
& Reusable Bags

What made Whole Foods
want to enter this
category ?
“Green” housewares were an obvious
step for Whole Foods Market to further
its commitment to offering its customers
green products throughout the store.


The mission:
To create eco-friendly, innovative,
practical alternatives to conventional
housewares that appeal to
Whole Foods Market customers.
To partner with manufacturers
who share our quality standards and
commitment to making a difference
in the world.


The products...
• Organic Cotton Kitchen Towels
• Bamboo & Silicone Cooking Tools
• Mixing bowls, cutting boards, measuring cups
• Kitchen Loofah Scrubbers
• Food Storage
• Reusable Shopping totes


What we created...
A line of products closely aligned with the
core competency of Whole Foods Market:

FOOD!


The first ever
Whole Foods Market
reusable bag!...

Introduced November 2007


“Whole Foods announces in a bold move to
eliminate the use of disposable plastic
grocery bags in its 270 stores
in the US, Canada, and UK
on Earth Day 2008 n

January 2008
X

...and now onto the manufacturers.


Bamboo was one of the first
“green materials” introduced into
the housewares category.


Many products ended up
looking all about the same


Remember the
4 key principles ?


What Bambu says...
Their approach.......

“In every facet of our business
we are committed to finding or if
necessary, creating a better way
of doing things; from product
innovation to manufacturing practices to
new materials..”


“Value
(function + design + price)
trumps green.”

Green adds
emotional benefits.”


A distinctive, consistent
look...
2 products... introduced years apart


What Bambu says...

about design.......

“A distinct look /design is vital in this
world. Quality design and quality
craftsmanship are our top priority.”


Bamboo Pebbles...
who knew?

“we love that in addition to being beautiful, these
pebbles are made from the waste left over from
bambu's cutting boards and solidware pieces.”


Along came another
company ...
and is changing the plastics game.


• Made with 100% recycled
#5 plastic and 100% recyclable
• Sturdy and durable
• Dishwasher safe
• BPA free
• Made in USA


Preserve has one strong
value proposition:

no compromise!


What Preserve says...

“Preserve makes smart, everyday products that are
good for people and the planet, empowering people
to make a difference and to expect more from
products and the companies that make them.”

That’s why we refuse to consider materials with even
a hint of potential health risks.”


Green was not
enough...
• Functionality drove the designs...
If it did not work, it was irrelevant how green the materials were

• Color punctuated the line...
What color sells best in the kitchen? Red!

• Price points...
needed to be equal to or slightly above its conventional
counterpart


“When designing the colander...we
spent a good deal of time deciding
the right hand feel, weight and size
for holes to drain...”


A new day for disposable
plates!
Welcome Preserve Everyday Tableware!


”Sought to change consumer behavior
by providing a path away from single-use
tableware options.”

“Looked to replace tableware made out of
melamine and other, less environment-
friendly plastics.

Designed so that consumers keep
the tableware, extend product life,
and Reuse it Forever.”

Texture hides
knife marks


“The environmental engineer decides
how much material is the right amount.
industrial designer works alongside to
impart style and functionality...”

Unique design
says “I’m
different”

Curve increases
stability and
decreases
flexing

Overall size
minimizes
food wastage

Small innovations where
it made sense

Lose the ring!
Many measuring sets come with a ring that
keeps the cups together. Not only is that ring
is easy to lose, more importantly, the ring
adds an unnecessary piece of plastic to the
mix. So we did away with it in favor of a simple
snap-together system that is neater for your
kitchen and better for the environment.


“Functionality was key. It needed to
perform and the innovation was relative to
competition.”

food storage containers with
screw on lids!


Preserve’s pricing strategy ...

price points are positioned to be on a
continuum; good, better, best...
“we chose better”


Why is food storage
leading sales?

•Good entry point for consumers
buying into “green.”
•Price points are good
•Well designed
•Functional, built to last


What will lead your
company or brand
to marketplace
success?


Preserve: booth # S3648
bambu: booth # S547


Questions?


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