Certification Best Practices and Challenges Key Considerations Sc - - PowerPoint PPT Presentation
Certification Best Practices and Challenges Key Considerations Sc Scope ope T Transpar ansparency ency A Accessibility essibility Go Governanc ernance e V Validation alidation M Monit onitoring oring
Best Practices and Challenges
Sc Scope
T Transpar ansparency ency
A Accessibility essibility
Go Governanc ernance e
V Validation alidation
M Monit
F Fee S ee Structur tructure e
C Cons
umer Value alue
C Cons
umer Awar areness eness
What does this c hat does this certification ertification do and no do and not do t do? ?
Lack of recognition/awareness and confusion around what “sustainable fishing” entails
Is inf s information cle
arly comm
unicated and publicly ed and publicly available ailable? ?
How do you create a system that is accessible to a range of businesses?
Fair trade for all
How do y w do you ens
ure thir e third-party d-party independenc independence when the c e when the certification ertification agency is s agency is support upported b ed by br y brands ands?
http://www.nytimes.com/2013/06/01/us/complaints-abound-in-green- certification-industry.html?ref=johnmbroder&_r=1&
Handles compliance and audits for Fair Trade USA, MSC, FSC, and more…
How do you create a validation system that is trustworthy?
Self assessments
eer visits
udits
hat happens to tho
se found in violation
?
How do you create a monitoring system that is not too costly or onerous?
audit, evaluation audits in year 0, 3, 6, and surveillance audit year 1-2 and 4-5
agency as needed only for those that use the logo
depending on the risk category, peer visits every 2 - 6 years depending on the risk category
Annual membership fees to the CCIC and a
company's gross annual sales, required for use
fee for those that don’t use the logo Audit Fees every six years of estimated $3,000 +, and nominal fees every three years Varies according to geography, corporate form, and size of organization (sales and number of employees), logo free with certification
Measurable/observable return on investment or personal benefits Consumer education, brand awareness and
Point of sale signage reinforces certification message
Cons
umers seem t s seem to be mo
t familiar with se amiliar with seals sponsor als sponsored b ed by f y feder ederal al agencies and that r agencies and that repr epresent fr esent frequently pur equently purchased it chased items ems
Cons
umers seem t s seem to be le
ast f t familiar with se amiliar with seals sponsor als sponsored b ed by non- y non- go government ernmental or al organizations, infr ganizations, infrequent pur equent purchase chase, lo , low use o w use of logo b f logo by y eligible c eligible companies, and no adop
tion by major c y major companies
Source: BBMG, “Conscious Consumer Report 2009.”
P Product
Frequent use or availability helps create mass market awareness
P Partner artners s
NGOs, government, or large retailers able to reach broad audience
Logo D
esign
Consistency of message and logo, simple, easy to replicate in a variety of formats and easy to attach to qualifying products
Compe
ting & Complement
ary S y Standar andards ds
Nassauer, Sarah, “Busted by the Crafs Cops,” The Wall Street Journal, April 17, 2012 Br Broder
, John M., “E
vironment
alists ts’ C ’ Complaint E
xposes R ses Rif B Betw tween ‘ een ‘Gr Green een’ ’ Certification Gr ertification Group
,” The N he New Y w York T
imes, M , May 31, 20 y 31, 2013 13 Charles, Dan, “Coffee For A Cause: What Do Those Feel-Good Labels Deliver?,” NPR, April 24, 2013 A Schism over Fair Trade, http://www.marcgunther.com, May 13, 2012 BBMG, “Conscious Consumer Report 2009” http://www.greenerchoices.org/