The Green Tick^ä Sustainability Certification System links an independent “cradle-to-grave” sustainability assessment of products to a visually-powerful consumer brand – the Green Tick^ä.  In April 2005 Green Tick^ä “Sustainable” certification of 22 household and personal care products was rolled out nationwide in supermarkets and other retail outlets throughout New Zealand, and in July 2005 Green Tick^ä “Natural” certified lamb meat products were trialed in retail outlets in Queensland, Australia.  This paper reports on market responses to these two sustainability certification projects in terms of sales patterns, competitor responses, and consumer reactions to the certified products.  Further and more detailed sales data and analysis will be available at the ISC 2005 Conference session in October 2005.

Mrs Susan Harris BSc(Hons), MNZPI
Principal Scientist

Green Tick Technologies Limited
Level 4, Gilmore Brown Building, 30-34 Rathbone Street
PO Box 1238, Whangarei 0115
New Zealand

Ph + 64-9-430-8612
Fax + 64-9-430-8602
info@greentick.com
www.greentick.com