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Certifications as Part of a Sustainability Business Strategy
Live Event Held on April 22, 2008
Sponsored by Océ North America
Every day more and more companies announce environmental stewardship programs, sustainability initiatives, and development of products with lighter carbon footprints. It is possible that soon we will begin to question whether all this activity is truly a move to be better corporate citizens or simply a jump on the latest marketing bandwagon.
Companies who are building a sustainable strategy and focusing on good corporate citizenship are looking to third-party certification to validate their strategies to the market. In this session we clear up some of the confusion about the certifications available to graphic arts companies, discuss those certifications as part of an overall sustainability strategy, and show how they enhance the credibility of marketing messages.
"Green" certification is turning into alphabet soup and we're all getting lost in the acronyms! We've got FSC, SFI, CoC, SGP and it goes on from there! What does it all mean? Should your company consider one or all of these certifications? This educational event will help you sort it all out.
Moderator: Gail Nickel-Kailing
Webinar Archive
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Slides
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Audio
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Questions and Answers
Panel members Marci Kinter (SGP Partnership), Maia Becker (FSC Canada), and Tom Sineath (T.S. Designs) as well as Allison Welde, Manager, Conservation Partnerships and Communications (SFI), generously provided answers to the questions we could not reach during the webinar. Each answer is identified by the name of the person providing it.
Please note: unless a question specifically referenced FSC or SFI as an organization, answers regarding certification of wood products and the Chain of Custody certifications can be considered to apply to both organizations.
Q: I am curious as to what has changed since NEHS (National Environmental Health and Safety Conference)?
A: (Marci) Changes to the SGP (Sustainable Green Printing) program: draft criteria released for public comment, reconciling the issues raised by commentators, about to embark on the beta testing protocols.
Q: Is there a certification program for ink?
A: (Marci) The only program is run by EcoLogo and is very old. It does not address all ink systems, and is up for review/renewal this year.
Q: What about CONEG consumables used in print manufacturing? What do you know of this type of certification?
A: (Marci) CONEG refers to toxics in packaging. Approximately 13 states – by state law - limit the amount of lead, cadmium, hexavalent chromium, and mercury to 100 ppm total. Generally, printers request that their consumables suppliers, i.e., ink manufacturers, certify that their inks meet this requirement. It has been standard protocol for many years.
Q. I am very interested in the Six Sigma Certification and its process.
A: (Marci) Take a look at this site: http://www.isixsigma.com/library/content/c010827a.asp
Q: Certifications are great, but what if I don't have a person I can devote full time to this effort? Wouldn't I be better off spending the $3000 for SFI/FSC certification by buying wind power from my power company and just buying FSC/FSI paper?
A: (Tom) You have to decide what is best for your circumstance. The first step is becoming aware of the environmental issues and what you can do.
(Maia) FSC certification is actually relatively straight forward for printers. While you do need one person on staff that is knowledgeable about FSC and administers the certificate, this should not be a huge demand on their time. I recommend you speak to other similar-sized printers to find out how much time they need to spend managing the FSC certificate.
As to what initiative (e.g. wind vs FSC) you should focus on as a company, I think you may want to do some client research to find out what is most important to your clients. Do they see a value in being able to communicate that the paper they use is FSC-certified?
Q: I understand your focus on printing companies for this session, but what certification programs exist for other types of businesses?
A: (Tom) Take a look at www.bcorporation.net. (Gail) See the reference to Six Sigma.
Q: Many certifications discussed are specific to print manufacturers. As a print distributor with no manufacturing equipment, what certifications are available to me? Why does a print broker with no equipment need to be certified? How do they affect the chain of custody? What do trade finishers do re: certification?
A: (Marci) At this point in time the SGP Partnership only addresses printing facilities. We anticipate broadening the program to include distributors and manufacturers of equipment provided to the printing industry. This makes sense as we are seeking to encourage responsible sourcing on the part of the print facility.
(Allison) In order to ensure that a label (i.e., SFI) is being used in accordance with the claims is makes, every link in the chain must be accounted for. Any organization that takes possession of the paper product must have their supply certified so that the claim on the label is accurate.
(Maia) FSC is not about the equipment used, but about tracking a product (in this case paper), from its origin to consumers. By purchasing paper, print brokers become part of the supply chain. As a note, if a print broker does NOT purchase the paper, and the printing is done by an FSC-certified printer (who purchases the paper), then they do not need to be FSC-certified.
FSC can only positively influence how forests are managed if the purchase of FSC products can be tracked back up the supply chain to create a direct incentive for forest managers to get their forest operations FSC-certified. The FSC chain of custody certification provides this connection between buyers of FSC products, and the forest. Supply chain tracking also gives customers the security of knowing that the product they purchase has been independently audited to meet FSC’s standards and that the product truly has originated in a responsible managed forest.
Q: What does CoC (Chain of Custody) certify?
A: (Allison) CoC is an accounting system that allows you to track the sources of your fiber in your supply chain. Through a CoC, you will track what percentage comes from certified and/or recycled sources and also eliminate non-acceptable sources such as illegally harvested fiber.
Q. What are the costs of these certifications? Can you get certification without using a third party company? Where can you find a good third party certification company/How can we find a reliable certifier? Can you give us some names?
A: (Marci) We strongly believe that any program needs an independent third party certification in order to maintain credibility. Regarding costs for the SGP program, we are working through that issue right now. Members of the partner associations will have access to reduced fee structures for both application and verification.
(Allison) Third party certification is mandatory to the certification process. You can see a list of SFI Accredited Certification bodies here: http://www.sfiprogram.org/certifiers.cfm
The costs of CoC certification are dependent upon the size of the company, number of suppliers and number of locations in the scope of the audit.
(Maia) FSC is an independently audited third party certification system. It is the independence of having a third party company do the auditing that provides the verification or assurance to the public that any FSC claims are in fact accurate.
The cost of FSC certification for an average size printer is in the range of $2,000-$3,000 (in Canada). The certificate is valid for five years, and for each of these years there is an annual audit that takes place and would cost approximately 75% of the initial audit cost.
FSC Certifiers (Canada): http://www.fsccanada.org/FSCCertifiers.htm
FSC Certifiers (US): http://www.fsccanada.org/FSCCertifiers.htm
Q: I have noticed that food packaging manufacturers not very active in this certification stuff. I have heard that they as a group are way above and beyond what the general commercial printing considers green?
A: (Marci) Through the discussions regarding sustainability in the printing industry, it has become very clear that there is no one clear cut definition of sustainability for this industry sector. It depends on market served and product produced, as the input materials are influenced by these two factors. “Green” for commercial printing will look very different than “green” for those engaged in food packaging. And the need for certification is market driven, so highly dependent on the demand from the customer.
Q: Who actually does the third party verification for the SGP Partnership?
A: (Marci) We are currently in negotiations with a variety of companies/individuals regarding the verification process. We do not anticipate using any staff from the trade associations, as we believe that would cloud the line between the SGP partnership and the printing trade associations.
Q: Are dedicated prepress houses eligible to become certified by the SGP Partnership?
A: (Marci) Without more information, I would say yes. The SGP Partnership does contain best management practices specific to prepress applications.
Q: What standards does SGP use to determine whether a printer is eligible to receive an SGP certification? In other words, what areas of a business are analyzed to determine certification eligibility? Also, how does a printing company apply for a SGP and FSC certification? Must it hire an independent organization to audit its business practices and issue the certification? Finally, what are a company's obligations once it has received an FSC or SGP certification? Are annual audits by an outside organization required? Are there annual fees?
A: (Marci) The SGP program has developed a set of criteria that will be used to verify whether or not a printing facility is a SGP Printer. These criteria are currently in draft phase, and anticipate that they will be finalized this summer. As sustainability does not focus on one area of a business, SGP criteria focus on all areas of the printing facility. We classify them as product, process and envelope. I would encourage all interested parties to visit www.sgpartnership.org for more information.
To apply, a printing facility would visit the web site listed above and fill out the application. Once the application has been reviewed and accepted, the facility can move forward through the verification process. Once the verification process has been completed, the facility will be required to submit an annual report. Yes, there will be annual fees.
And, all verifications will be undertaken by a third party. This is critical to the success of the program.
Q: With digital printing and toner becoming more and more popular, what are we looking for from these areas?
A: (Marci) Again, I suggest that all visit www.sgpartnership.org to see the criteria established. Due to the strong presence of digital printing, both document and wide format, it is addressed and included in the criteria document.
Q: I would like to know if the SGP recognizes the major certification programs, such as SFI, FSC, CSA? Also, can you explain a little about how the assessment process works? Is it point based, performance based, based on an independent audit etc? What equals sustainable?
A: (Marci) SGP recognizes the chain of custody certification programs. However, it is not required that a printer achieve this type of certification in order to be a SGP printer as SFI/FSC does not apply to all types of substrates used by the printing industry.
Currently, the assessment is not point based, though we do anticipate migrating to this type of system overtime. Sustainability can best be described through the criteria document. And, we do not view the current document as a static document, but one that grows and changes over time.
Q: In order to get certification from any of these organizations is there a requirement for the company to be able to track monitor and report on waste streams?
A: (Marci) Yes. Part of the SGP program includes metrics. These metrics will help an individual printing facility establish a baseline and track improvements.
Q: The general commercial printing manufacturers could use the practices of the packaging industry and benefit from the green technology that they have used for decades. There is no need to reinvent the wheel.
A: (Marci) Agree. We are not seeking to reinvent the wheel regarding components. We are seeking to establish a program that allows printers the option to truly showcase the efforts they have undertaken in this area. As mentioned during the webcast, it is no longer a luxury, one must now prove the steps taken towards sustainability.
Q: What about PEFC and SFI certifications?
A: Allison: SFI is the US national PEFC System. Both certifications offer assurances that the fiber comes from responsibly managed forests. Learn more at www.sfiprogram.org and www.pefc.org.
Q: Can't I show that I have used an FSC/SFI paper by keeping my labels or showing my invoices for a certified paper? After all, even if I have a certification, anyone can question an individual job.
A: (Allison) You cannot use a certification logo or make any claims as to the certified content of a product without a CoC system.
(Maia) The FSC chain of custody certification process does exactly what you are referring to – an independent auditor verifies that you are in fact using FSC-certified paper, that labels are being applied correctly etc.
If your company were to adhere to the general requirements of chain of custody certification without undergoing the audit, how can the public be guaranteed that you are in fact doing this? How can they check, there is no way of identifying which print jobs come from you (i.e. no certificate code)? The credibility of the FSC system depends on this independent verification.
Q: If a bindery does not need to be CoC certified when receiving FSC/SFI paper from a printer, thus not breaking CoC. Why would a printer need to be certified when they receive FSC/SFI certified paper from a merchant?
A: (Allison) CoC is needed to ensure the integrity of the paper from supplier to end user. When the product has the label it is considered a final product. If that product is altered, a CoC is needed to then add a label back on the product.
(Maia) Because a printer is the one is printing the FSC label on the document. What this label signifies is that ‘this document is printed on FSC-certified paper’. They can provide this guarantee because there are independent auditors that come to their facility to verify that this is true.
By contrast, a bindery is NOT making a claim that the document is FSC-certified since they are not applying the FSC label. They are simply binding a pre-labeled document.
Q: I am using a CoC certified printer and buying FSC/SFI paper - how do I insure/track for CoC? I am told I need to inform the printer when the paper leaves and the mill and they track to insure CoC, is this the correct and proper procedure?
A: (Allison) CoC will be tracked on the printer level. The printer is responsible for ensuring that paper is SFI certified.
(Maia) If you are using an FSC-certified printer, that printer needs to be the one that is purchasing the FSC paper. Once you purchase the paper yourself, you become part of the supply chain and would need to be FSC-certified yourself. Please see answer above on print brokers
Q: Is there certification (FSC/SFI) for large format products.
A: (Maia) Any product that comes from the forest can potentially be FSC-certified. There are several hundred papers available in North America that are FSC-certified. Please visit www.fsccanada.org/fscpaper.htm for the list of papers available in Canada, and www.fscus.org/paper/ for the U.S. list.
Q: My understanding is that FSC does not encourage the use of soy-based inks. How is the printing industry addressing this?
A: (Maia) FSC is a certification system that provides an assurance as to the source of a product (i.e. that it comes from a well-managed forest or a verified recycled source). You may want to look at other ‘multiple attribute’ certification systems such as Green Seal to see if they address the issue of inks and other elements of the printing process.
Q: Please cover the FSC Expert program - is the website available in the US ? What will certification do for print-paper buyers/brokers?
A: (Maia) The FSC Xpert program is an educational program and designation for individuals that are committed to responsible forest management, and who have the knowledge and skills to successfully source and manage projects that use Forest Stewardship Council (FSC) certified paper. See www.fsccanada.org/FSCX.
The objective of the FSC Xpert program is to create a network of professionals that will support FSC-certified printers and paper merchants by developing and applying the knowledge and skills to effectively source and manage projects using FSC-certified paper products. FSC Xperts are not considered to be “FSC-certified,” and are expected to support those companies that are FSC Chain of Custody certified.
The FSC Xpert designation will be available to a wide range of professionals in North America and is anticipated to be launched once several issues regarding its format and implementation have been worked out with FSC International.
Q: Can you get FSC Certification for a specific brand of paper from a merchant or does the FSC Certification for a mill mean that all of the products/brands from that mill are certified?
A: (Maia) If a paper mill (or any company for that matter) is FSC-certified, that does not necessarily mean that all of the paper products manufactured at that mill are FSC-certified.
What it does mean is that any products that meet FSC’s requirements can be labeled as FSC. You must ask specifically if the paper is FSC-certified, not just if the mill is FSC-certified.
If you have questions about this webinar, please send an email to: help@whattheythink.com
About Océ
Océ N.V. is a leading international provider of digital document management technology and services. The company's solutions are based on Océ's advanced software applications that deliver documents and data over internal networks and the Internet to printing devices and archives -- locally and around the world. Supporting the workflow solutions are Océ digital printers and scanners, considered the most reliable and productive in the world. Océ also offers a wide range of display graphics, consulting and outsourcing solutions.
Océ employs around 24,000 people, with 2007 revenues of approximately $4.6 billion, operates in more than 90 countries and maintains research and manufacturing centers in the Netherlands, the United States, Canada, Germany, France, Belgium, the Czech Republic, Romania and Singapore. Océ North America revenues represented approximately half of Océ's worldwide business in 2007, and employment is currently 11,000. For more information about Océ, visit www.oceusa.com.
About WhatTheyThink.com
WhatTheyThink.com is the printing and publishing industry's leading online media organization; offering a wide range of publications delivering unbiased, real-time market intelligence, industry news, economic and trend analysis, peer-to-peer communication, and special reports on emerging technology and critical events. Serving a membership base of more than 50,000, WhatTheyThink.com also hosts webinars and live events as well as providing content through a syndication program, which delivers content directly to related websites and through RSS.
About Gail Nickel-Kailing
A business advisor and problem solver, Gail Nickel-Kailing, Managing Director of Business Strategies Etc., provides business counsel and marketing assistance to companies seeking to increase profits and revenues and reduce costs through business process improvement and implementation of information or workflow management systems.
Through Business Strategies Etc. she offers services such as marketing planning and management, business and product development, and other support services for national and international clients.
More than 25 years of independent consulting, adjunct executive services, and senior positions in a variety of technology and service companies including the US Postal Service, have given her hands-on experience and insight into the challenges of designing, producing, and distributing marketing collateral, direct mail, and other communication documents.
Ms. Nickel-Kailing, also Managing Editor of Going Green, WhatTheyThink's new blog and website, is a nationally recognized speaker on a wide range of subjects and brings enthusiasm and a unique blend of experience to the podium. As an industry analyst and journalist contributing to publications in the US, Canada, India, and Brazil, Gail has covered a number of "beats," particularly printing and mailing, including print on demand, variable data printing, and direct mail.
