The Federal Trade Commission (FTC) has been mighty busy lately. WholeFoods reports in this issue about their legal square-offs against companies like POM Wonderful over contentious marketing claims. The agency is also finding time to set its sights on all the “greenwashers” out there in marketing land. “Greenwashing” is a term some use to describe marketing efforts that exploit the eco-friendly trend, even when the product being marketed may not be so eco-friendly.
Which is more important: profit or purpose? While many businesses believe they must choose between making money and implementing sustainable initiatives, it is possible to achieve both by maximizing efficiency on all levels of operation.
Whole Foods Market, based here, announced in May that it would halt the sale of krill oil because of sustainability issues. And at the end of May, Aker BioMarine became the first krill fishery to become certified by the Marine Stewardship Council (MSC), a much sought-after designation that indicates environmental sustainability.