Spotlight on: "Carbon Zero"

Around the world, Governments, Companies and Individuals are embracing the eco-friendly vibe and at least trying to give the impression that they are making headway against the impending doom that is forecast for us all. From a Marketing perspective we have witnessed waves of "greenwashing", some downright lies, and a whole range of half-hearted attempts to jump on the Sustainable bandwagon. So isn't it nice that some guys do come out smelling like roses and tasting as sweet as honey....? Read on to discover how one Kiwi brand is doing their bit for our future well-being ....

J.Friend's "Carbon Conscious" and extremely delicious honey

Winners of the 2011 L'Affare Artisan Award (http://www.laffare.co.nz), this company continues to go from strength to strength.Beyond their deliciously tasting honey, appealing packaging design, and innovative selections of world-class produce lies a genuine attempt to achieve what many promise but rarely achieve in practice: sustainability.

With an unrivaled range of "boutique" honeys, this award has confirmed a growing trend in demand for quality produce in an ever-expanding international market, including Australia, Hong-Kong and Japan, as well as "far flung" markets such as those of the UK and wider Europe.

So is it the taste alone? The sleek bottle design and neat packaging ? Or is it, in fact, the certification that sets J.Friend & Co. apart from potential challengers? According to the company it is the certification, as well as the completely and genuinely organic product which makes the business and output completely unique. Tapping into the carboNZero ™ labeling, many would suggest that a relatively modest company wouldn't even consider seeking certification, but this is just another aspect of a very successful story.


Committed to "reducing (their) negative impact on the environment and ensuring the planet's survival" is just one of the admirable sentiments that is clearly a reality achieved at J.Friend's business.

Even when the products land on "far away shores", consumers can be confident that with the CarboNZero certification, J.Friend & Co. has measured, reduced and mitigated any Greenhouse emissions associated with the product, including those incurred during distribution". And efforts like that are what are making these brands stand out against a tidal wave of green and environmental marketing efforts from the competition.

In the end, it's all about creating a point of differentiation and simply proving your sustainability credentials that will win over the consumer. Throw in traceability, innovative selections and a great taste to boot, and you've got a winning, internationally recognized brand on your hands ...