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TOTAL LICENSING
allow them to relaunch the product rum was jointly organised by The Cop- Both Karen and Gill believe the future
under the Naturally Better banner. yrights Group and Frederick Warne & of retail in this area to lie in the label-
The result is a branded kitchen towel Co to discuss the CSR programme ling of products, providing the shopper
that is made from recycled tissue us- with licensees and introduce them to with all the information and allowing
ing water-soluble inks. The core board other key partners in its development them to make informed choices.
tube is also sourced from recycled such as Sustainability and Sedex. Over Their final word was “Don’t raise ex-
material and the product is packaged 20 licensees attended the event, which pectations you can’t meet – be trans-
in bio-degradable film wrap. At the was a mix of keynote speaker pres- parent and honest for consumers.
same time, Goulds also developed and entations, case studies from Goulds, Treat the consumer with respect, give
re-launched their Beatrix Potter char- PR Organics (formerly Buxton Foods) them the option to make choices. You
acter tissues that are made with For- and The World of Beatrix Potter At- cant be all things to everyone – one
est Stewardship Council (FSC) tissue, traction, and a series of highly interac- persons fairtrade solution is another’s
printed with water-soluble inks and tive group workshops. food miles nightmare. Do not inflict
packaged in a FSC box. Gill Thomas and Karen Addison, Li- QSR contortions on a brand that
Gill Thomas, Brands Director for the censing Director, Copyrights Group equates to a disastrous brand fit. It
Copyrights Group commented: “Join- offered advice for ‘going green’ in a has to fit.”
ing SEDEX is a must when developing presentation at the Licensing Summit Peter Rabbit Organics (previously
a CSR programme like Peter Rabbit 2007. Gill commented: “Revelations of Buxton Foods) has had product in the
Naturally Better. Having laid the foun- malpractice along companies’ supply marketplace since mid 2003.
dations for the programme in consul- chains are becoming the corporate Peter Rabbit Organics is a range of or-
“one persons
tation with Sustainability, one of the world’s equivalent to tabloid sex scan- ganic family food with no added salt or
leading consultancies advising clients dals.” sugar. Peter Rabbit Organics develop
fairtrade on the risks and opportunities associ- Their advice was to select the most all their products specifically for the
solution is
ated with corporate responsibility and important and relevant area for a range (rather than applying a licence
sustainable development, and Freder- brand. Some areas have different pri- to an existing product) and use high
another’s
ick Warne & Co, all parties involved orties, for example, in Germany, bleach, quality organic ingredients which are
with this initiative need to understand chemicals and washing machines are familiar to home cooking. The prod-
food miles
the need for proof and transparency high priorities, in other areas, landfill uct recipes have a strong emphasis on
nightmare.”
and Sedex is a first major step for us is the biggest focus. fruit and vegetables and never con-
and the licensing industry in this di- The reasons for launching the Peter tain any added salt or refined sugars
rection.” Rabbit Naturally Better intitative are – products are sweetened using only
Using the latest technology, Sedex is a numerous. First of all, consumers and fruit juices and natural sugars. The Pe-
secure, web-based system for compa- retailers want to see brand own- ter Rabbit Organics range has been
nies to input data on labour standards ers taking the lead on environmental described by Sustain (Children’s Food
at their production sites. The Sedex and ethical policies. Peter Rabbit is a Bill) as “one of the most successful
system has been designed to allow trusted brand and an excellent fit and and responsible children’s food brands
companies who are in an existing it has great connections for a green currently in the market.”
trading relationship to share this in- policy, Beatrix Potter’s links with na- PR Organics are re-formatting all
formation, saving time and money lost ture, the natural world and the envi- their UK packaging, beginning with
in duplicated information. As a result, ronment were her interests. She was the Ketchup. The Ketchup is will dis-
companies are better able to drive instrumental in the setting up of the play the Naturally Better logo. The
and demonstrate improvements. National Trust. new packaging design was created by
As a member, Copyrights joins major There are three main areas that the designers in San Francisco and will
brands and retailers such as Geest, Petter Rabbit Naturally Better ini- bring a fresh look to the Peter Rab-
Marks & Spencer, Northern Foods, tiative is addressing. The first is ethics, bit organic food range. The new look
RHM, Sainsbury’s, Tesco, Uniq and Wa- PRNB has embraced the standards packaging will co-ordinate with the
itrose. prescribed by ILC and UN Charter packaging for the new US range.
The Peter Rabbit Naturally Better fo- of Human Rights, prohibited animal As an established high street brand,
testing and become a member of Se- the Science Museum is best known
dex. The second is enviroment, they for its core range of Toys and Gadgets.
are reducing pollution and waste As the museum moves into 2008, it
and looking at renewable resources, is actively expanding its licensed prod-
biodegradable, recycled/recyclable, uct ranges and creating new diffusions
renewable sources and packing and to build on its existing strength.
packaging, reducing the use of PVC One of these diffusions is the embry-
and using greyboard. The third is the onic ‘Eco’ range, which is already at-
formulation of products, aiming to re- tracting interest. The aim of the Eco
duce chemicals and additives. diffusion is to inspire and encourage
The Peter Rabbit book series itself the public through products to engage
from Penguin is using FSC Chain of with issues such as sustainability, recy-
Custody paper, adhering to the FSC cling and renewable energy. As a mu-
chain of custody and audit compli- seum and as a brand, Science Museum
ance. will be focusing on the challenges of
98
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