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Welcome to J. Ottman Consulting - Pioneers in Green Marketing and Eco Innovation Since 1989.
USDA Certification Raises Bar for Biobased
Posted on February 20 2012 by Jacquelyn Ottman
With carbon footprint and energy independence on everyone’s minds, many marketers are looking to capitalize upon their product’s biobased content. But not all biobased claims are alike. The scientific rigor of an ASTM standard combined with the credibility of the USDA raises the bar for the industry and makes the USDA Certified Biobased label a new source of competitive advantage within the consumer and government procurement markets for brand owners who make the effort to get their biobased products certified.
What is “Biobased”?
There is no Webster’s definition of biobased. So, marketers have tended to define it loosely or …Read More...
Book Review: Greener Products: The Making and Marketing of Sustainable Brands
Posted on February 03 2012 by Jacquelyn Ottman
In his recently released Greener Products: The Making and Marketing of Sustainable Brands (2012, CRC Press, 222 pp.), Al Iannuzzi offers a detailed and persuasive case for incorporating sustainability into your business model. Examining both the making and the marketing of green products, his writing is firmly situated in the language of business — making it a useful resource for both business leaders and students alike.
Iannuzzi’s message is rooted in two core truths that we believe in strongly. First, there is no such thing as a truly green product: every product …Read More...
The Rise of the Biobased Economy — and Why Brand Owners Need to Develop a Strategy in 2012
Posted on January 11 2012 by Jacquie Ottman & Mark Eisen
Our economy is slowly but surely heeding the signal that carbon is the new watchword. During the past few years, a steady stream of so-called “biobased” products have been making their way to retail shelves — compostable dinnerware made from corn, plant-based laundry detergents, and bamboo flooring among them. Coke and Pepsi are now competing to be first to market with a soft drink bottle derived entirely from sugarcane or other plant materials.
The emerging biobased economy even has its own label — USDA Certified Biobased, pictured here. It’s …Read More... View more green marketing posts by Jacquie Ottman
