Greening Your Wholesale
Business
PERSPECTIVES FROM HANDMADE EXPRESSIONS
WHY Sustainability Matters
 It’s good for the
environment
 Brand differentiation
 Customer trust
 Employee engagement
 Financial stability
 Resource security
HOW to Implement Green Strategies
Business Processes
 US Operations
 International Logistics
 Sales and Marketing
 Product Development
 Artisan Engagement
Annual Planning
Process
Strategy
Eco
Impact
Cost
Benefit
Prioritize and
choose 2 or 3
High impact, low
investment, high
benefit
US Operations
REDUCE | REUSE | RECYCLE
Reduce, Reuse, Recycle
 Office Energy
 Change your lighting: CFLs or LEDs, utilize sunlight
 Power down: computers and electronics at end of day
 Be seasonal: set temperature controls, casual office dress code
 Green purchasing: Energy Star appliances
 Renewable energy: self-financed or city programs

Handmade Expressions joined Austin Energy’s Green Choice
program – 100% of our energy cost supports wind energy in TX
Reduce, Reuse, Recycle
 Waste
 Recycle and compost in office
 Double-sided printing
 Kitchenware – dishes, cutlery, mugs
 Hand towels in kitchen and restrooms
 Green purchasing:
Recycled-content paper
 Refillable pens
 Second-hand furniture and equipment

Reduce, Reuse, Recycle
 Warehouse
 Handmade Expressions embraces recycled packaging
We reuse boxes in 50% of shipments to customers
 Use papers, advertisements, and other materials for packaging
 Partner with neighbors to get clean boxes
 This also results in huge cost savings

Reduce, Reuse, Recycle
 Warehouse
 Important to communicate your efforts
 Use recycling to elevate your brand and showcase your
commitment to environmental stewardship
 Can increase customer engagement, trust, and loyalty
Reduce, Reuse, Recycle
Emissions
 Domestic Shipping


Huge but inevitable impact –
think about carbon offsetting
Handmade Expressions
participates in UPS’s carbon
neutral program
 Office Commuting
 Engage employees to
carpool, bike, or take
public transport
International Logistics
PRODUCTION PLANNING
Production Planning
 As fair trade wholesalers, international shipping is
again an inevitable part of our business
 Default ship by sea or ground transport
 Minimize air shipping, particularly for heavy and bulky items
 HOW to minimize this impact…?
Production Planning
2012 Goal: Reduce
Air Shipping Volume
by 20%
2012 Results: 41%
Reduction!
Sales and Marketing
ECO-FRIENDLY COMMUNICATIONS
Eco-Friendly Communications
 Printed materials
 Use FSC certified, recycled content paper and soy or vegetablebased inks
About 15% more expensive
 But adds long-term value if you add recycled symbols or messages


Divert to electronic communications where possible
Eco-Friendly Communications
Handmade Expressions example:
 Decided this year to
launch only 1 catalog per
year moving forward



Quarterly electronic
launches
More efficient marketing
resources
Reduces costs from
photography, print, and
mail
Eco-Friendly Communications
 Business Travel
 First, is travel necessary or can you employ new technologies?



Go To Meeting, Webinars, Skype all can enhance outreach or
training in a green and affordable way
Flights: direct, environmentally friendly airlines
Lodging: stay within walking distance of destination, choose
hotels that have green practices
Product Development
SUSTAINABLE PRODUCTS
Sustainable Products
 Product Packaging
 How to avoid poly bags?

Very harmful for the environment – plastic made from oil, cannot
be recycled
Sustainable Products
 Product Packaging: Think outside the bag!
 Handmade Expressions example: Upcycled Sari Bags
Sustainable Products
 Green materials:
 Recycled/Upcycled
 Organic
 Responsibly sourced
 Natural Dyes
 Divert from landfills
 These are demanded by consumers and give you
marketing value if communicated
Sustainable Products
 Handmade Expressions example:
Materials

In 2012, developed Preferred and
Restricted Materials lists


Based off eco factors of renewability,
water use, energy use, toxicity, and
disposal options
Our challenges:
Artisans have access to few materials
 We work with a vast array of products
and categories

Artisan Engagement
GREEN PRODUCTION
Green Production
 As fair trade wholesalers, we are in a unique position
of direct partnership with artisans and farmers
 During producer visits, ask questions such as:




Are harsh chemicals used in any processes?
Where are dyes and effluents drained?
Are scarce resources required in production?
Is there potential for dust or smoke inhalation?
 Partner with NGOs on environmental development
projects
Green Production
 Handmade Expressions example:
Water Conservation in Barmer


Partnered with local NGO to develop and install custom water
filtration system for block printing community
This will save over 5 million liters of water per year!
Conclusion
HOW TO IMPLEMENT
GREEN STRATEGIES
1.
Keep it simple


2.
Engage your team


3.
List your areas of impact and prioritize
Focus on just 2 or 3 projects
Use their passion as an asset
Challenge them to set goals and
celebrate achievements
Communicate to your customers


Delivers long-term brand value
Generates trust and excitement for your
brand