I frequently purchase Naked Juice smoothies. Not only do I feel good about what is in the packaging (fruits with no preservatives) but also I feel good about supporting the company. Right on the package is a stamp of approval from the Rainforest Alliance and a very cute frog. This got me to thinking about that stamp as a marketing tool. The Rainforest Alliance certifies companies based on sustainability friendly policies. These certifications are designed to generate ecological, social, and economic benefits. I find the Rainforest Alliance to be a very useful tool. It is a form of marketing for companies, but also helps generate more sustainable practices and encourages companies to be more environmentally friendly. Though today not everyone always considers whether a product is environmentally friendly when we purchase it, this is a step in the right direction. The more prevalent such a program becomes, the more likely it will make a difference in buying patterns, which will encourage more companies to participate, which will fuel the cycle and [hopefully] eventually create a more sustainable world.
Additional info:
http://www.rainforest-alliance.org/certification-verification
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