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AVEDA: AN EXAMPLE FOR ALL MANUFACTURERS
source:
www.aveda.com/protect/we/default.asp
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who: Aveda was founded by Horst Rechelbacher, an Austrian stylist, already renowned at the age of 17 for bringing healthy products into the hairdressing industry.
how: the standards and principles on which this company was founded are listed below:
 the target of producing 100% organic;
biodynamic method growing products;
no synthetic aromas;
environmentally friendly packaging;
no mass marketing;
reduction, re-use and recycling as part of manufacturing processes;
printing on recycled paper with soy inks.
Aveda’s Concept Salons and Environmental Lifestyle Stores operate with waste reduction, energy and water conservation, and local recycling programs.
Aveda was the first corporation to sign the CERES Principles (Corporations for Environmentally Responsible Economics) in 1989, the most comprehensive environmental guidelines ever developed for businesses.
climate change: the company is currently running a Global Action Pledgeto help reduce the carbon dioxide emissions that contribute to global warming. Aveda initiated consumers campaigns to reduce CO2 emissions through steps such as replacing standard light bulbs with fluorescent ones. During Earth Month 2002, 104,000 people pledged to reduce their CO2 emissions by 1,000 pounds a year (about 373 Kg). Together – as the company estimated – they will keep 104 million pounds of CO2 (about 38 thousand tonnes) from polluting the atmosphere. Aveda has also committed to using an even higher percent of post-consumer recycled (PCR) materials – which significantly reduce greenhouse gases – in their new shampoo bottles, which will contain as much as 85% PCR. Aveda’s hairbrush cartons are already 100% PCR.
bio & cultural diversity: Aveda chooses suppliers who source materials in an environmentally conscious way. The company supports Conservation International as they help protect sensitive ecosystems and the economic health of communities in Peru. In the Amazon, Aveda sources babassu nuts (for its foaming cleansers) and uruku, derived from the urukum palm tree (for its make-up products). Aveda partners with indigenous tribes to organically grow and/or locally process these products as a way to foster community, economic independence and cultural survival.
air pollution: because air shipping emits 73 times more CO2 than shipping by sea, Aveda uses sea ships rather than airfreigth whenever possible. From July 2001 to June 2002, Aveda reduced its air shipments by 50%.
certified organic: each year Aveda increases its purchases of certified organic materials. The company is working to eliminate the use of any materials considered persistent organic toxins.
waste minimisation: every aspect of Aveda’s product development significantly reduces waste generation from minimal, recyclable, reusable or compostable packaging to reusable, ongoing merchandise displays. In-house Aveda recycled 71% of the total solid waste generated from July 2001 trough June 2002 at company’s facility (Blaine, MN - USA).
the quote: “We must conduct all aspects of business as responsible stewards of the environment by operating in a manner that protects the Earth. We believe that corporations must not compromise the ability of future generations to sustain themselves.” [Horst Rechelbacher, founder of Aveda]
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contacts
Aveda Corporate Headquarters
4000 Pheasant Rdg Dr NE
Blaine, MN 55449-7106 - USA
ph: (612) 378-7404
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