SC Johnson developed their own rating system for raw materials and has now branded it and licensed the process to a third party (Five Winds International). To give it greater value, they submitted it for prizes and won the (US) Presidential Green Chemistry Challenge Award and the Ron Brown Award for Corporate Leadership. They are now branding their products with the “greenlist” logo – which will gain in value as other companies pick it up too… And their flagship product – Windex- will have not only the Greenlist logo but also the logo of a key US NGO called the Sierra Club – amplifying the effect. It will be sold through Walmart and Safeway (a substantial international retailer). This is a clever way of maximizing value from something they had to grapple with in the early days in order to make sense of the environmental issues surrounding their products.
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