A green and yellow leaf is now starting to help educate customers about the environmentally oriented benefits of KODAK Products and Services, and to promote the company's commitment to sustainability.
Kodak is beginning to attach this green and yellow leaf logo to marketing and advertising materials and packaging that include claims that directly address environmental improvements or programs unique to Kodak. Examples include environmental product attributes that result in unique value propositions, services that help customers manage their environmental footprint, recycle and reuse programs, and initiatives that seek to educate customers and the public about Kodak's commitment to environmental responsibility.
The new leaf logo, for example, now appears in claims relative to the KODAK Adaptive Picture Exchange, a retail photofinishing system, uses no water, produces no chemical waste, consumes 70-90% less energy than comparable traditional minilabs.*
The KODAK Printer's EnviroServices Program has also qualified to carry the leaf logo. This multi-faceted program, which includes recycling and reuse options designed to help customers in the printing industry manage their environmental footprint, prevented 20 million pounds of waste from being sent to landfills in 2009.
"We recognize that customers want to know about how companies are being responsible stewards of the environment, and how companies can help them to be better stewards themselves," said Charles Ruffing, Director, Health, Safety, Environment and Sustainability. "Our new environmental branding logo will help us in speaking with our customers about how we can work together towards these mutual goals."
The logo will also appear in tandem with the tagline "Kodak Cares" in communicating about corporate sustainability and environmental initiatives.
"But we won't be putting this logo just anywhere," said Ruffing. "First and foremost, we want our products to carry the recognition of objective and respected third parties like the ENERGY STAR program, whenever possible. Only for those products that aren't covered by one of these programs will we consider applying our new leaf design."
To highlight its sustainability initiatives, Kodak has launched a new sustainability website: kodak.com/go/sustainability -- which broadly addresses Kodak's policies and performance from the perspectives of innovation, stewardship and responsibility.
"Kodak recognizes that being a successful company and a company that contributes to the advancement of society should be viewed as not just compatible, but complementary goals," said Ruffing. "Kodak has a long-standing commitment to sustainability, and we are eager to have conversations with our customers and others about how we can become partners in better stewardship of the world's resources."
With regard to the ENERGY STAR program, an element of the Kodak Sustainability Goals is to qualify all eligible newly commercialized products under that certification. Examples include:
-- KODAK ESP All-in-One Printers are ENERGY STAR qualified. In "Standby" mode, current models use less than one watt of power.
-- KODAK Digital Picture Frames are ENERGY STAR qualified and include a mercury-free panel and programmable on-off settings to manage energy consumption.
-- On the commercial side of Kodak's business, many KODAK Document Imaging Scanners are ENERGY STAR qualified and on average run on some of the lowest electrical requirements on the market.
On a related note, Kodak will soon be reporting on progress toward its latest set of goals in the area of environment and sustainability. The company has had such goals in place since 1998, with the current Sustainability Goals covering the areas of Social Responsibility, Product Responsibility, and Operational Responsibility.