A Green Europe

A few weeks ago I spent several days walking around the huge halls of Outdoor Retail - Europe's biggest tradeshow for everything to do with the outdoor sector. For anyone who has attended a large tradeshow in Europe or US you know these events are daunting, challenging and inspiring all at the same time. If you're like me and love gadgets and technology, you also feel like a kid in a candy store.

I was there primarily to research some sectors we are looking to grow into - you can learn more in 2-3 days at a tradeshow like that, than weeks or months sat at your desk. It's amazing what you can learn just by going up to people with a smile on your face and your kiwi accent and asking them exactly what you want to know.

We've come away with potential supplier contacts, we know what our competitors are planning, and where there are gaps in the market. We also know what we need to consider if we want to have a presence at one of these shows in the future.

One of the key themes coming through the show was the growing importance of a company's environmental impact and eco-friendly products. This view was reinforced this week in the news when a number of major global shoe brands were in the spotlight because of a Greenpeace report on the impact their leather suppliers have on destroying the rain forest.

It was interesting to see research about European consumers and their buying triggers, and how that compares to similar research we've seen about US consumers. It's pretty clear that Europeans are leading the way in terms of wanting brands with strong "green" credentials, while their US counterparts are still focussed on price, fit and styling.

The New Zealand "brand" is definitely an advantage, but European distributors, retailers and consumers want to see traceability and a genuine commitment to the environment from the brands they stock and buy.

As a business we are taking steps to improve how we operate, and the impact our products have on the environment. We're also partnering with groups like Project Kaisei, which is researching the vast quantities of plastic dumped in the world's oceans and how the issue can be addressed. This isn't the sort of thing that can only be skin deep, and for small businesses it can have a significant affect on the bottom line. But if we listen to our friends in Europe, it is clear it is something us "clean, green New Zealanders" need to work on, and fast.

Scott Unsworth