Oils and Butters
• Avocado Oil • Olive Oil-Extra • Pumpkin Seed
• Canola Oil Virgin Oil
• Cocoa Butter • Palm Fruit Oil • Rice Bran Oil
• Coconut Oil • Palm Fruit Olein • Sesame Seed
• Evening • Palm Fruit Oil
Primrose Oil Stearin • Shea Butter
• Flax Seed Oil • Palm Kernel Oil • Soybean Oil
• Hemp Seed Oil • Palm Kernel • Sunflower Oil-
• Jojoba Oil Olein High Oleic
• Jojoba Oil- • Palm Kernel • Sunflower Seed
Colorless Stearin Oil
CERTIFIED 100% ORGANIC
• Coconut Oil-Virgin
• Olive Oil-RBD
• Rosehip Oil-Cold Pressed
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(continued from page 31)
something to differentiate yourself from your competition,
take a serious look at sustainability.
The “Green” Opportunity
We are experiencing a significant cultural shift in which
consumers will continue to adapt their behavior to align
with companies, products and services they find to be relevant to their current lifestyle. Companies of all sizes and
orientations have the opportunity to partner with consumers to help solve meaningful issues related to sustainability. To connect with consumers, focus on what’s relevant to their daily ways of living.
• Begin orienting company innovation, communication
and experiences toward consumer definitions, not
industry definitions, of sustainability to ensure all efforts
• Focus on a select few (basic) areas tied to products that
are driven by people’s desire to be involved in health
and wellness and resonate with them on their shopping
occasions. Natural and organic products, water filters,
air purifiers and sunscreen are all early adoption sustainability products. As consumers become more
involved in green lifestyles, they get increasingly interested in locally grown, free-range and wild products.
• Leverage sustainability values in communications, both
linguistically and visually, to tap into these desires and
emotional aspects of sustainability.
The dynamics of sustainability in U.S. consumer culture
will continue to change and evolve. Before framing messages of sustainable values it’s important to find definitions
that consumers can relate to.
What companies need to understand, as this new wave
of sustainability enthusiasm continues to roll in, is how it
unfolds to become active in consumers’ everyday lives.
Armed with this understanding, marketers can then devise
innovative, relevant and actionable strategies and tactics
that resonate with consumers.
Remember, the key is simplicity and easy participation.
After all, recycling didn’t work until it went curbside and
sorting was simplified.
Laurie Demeritt is president and COO of The
Hartman Group ( www.hartman-group.com), a leading consulting and consumer insights firm. The
Hartman Group specializes in the analysis and interpretation of consumer lifestyles and how these
lifestyles affect the purchase and use of health and
wellness products and services. Their client base includes a number
of Fortune 500 consumer packaged goods companies, pharmaceutical firms, and mass and natural food retailers. She can be reached at