The benefits of certification
Originally posted on the Green Loves Gold blog.
When I was thinking about starting a sustainable business one of the things I looked into fairly early on was certification standards. In the clothing business there are a growing number of standards and certification programmes that need to be considered.
Standards in the textile industry
In the industry that I’m entering with Arketype, there are a number of potentially applicable standards – to name just a few:
- Fairtrade Cotton – Fairtrade certification for the raw fibre and textiles production
- Certified organic cotton schemes, such as USDA National Organic Program or EU 834/2007 (which takes effect in Jan 2009) – covering raw fibre production using methods that are much less impacting on the environment
- Oeko-Tex – testing and certification to limit use of certain chemicals
- Homeworkers Code of Practice – an Australian programme that accredits garment manufacturing as “No Sweatshop” (which is part of the Fairtrade cotton standard for garments manufactured in Australia)
- NoC02 – programme for auditing, reducing and offsetting carbon emissions
Of course there are many standards and logos which can be quite overwhelming for business owners and customers alike. The good folks at Eco-Textile News have produced an excellent guide for the TCF industry that outlines the major standards for that industry.
Even so, businesses can’t carry out all of these certifications, especially so during the start-up phase where capital (and time) are often limited. So the challenge is to be discerning about which programs we engage in.
Of course, we can also incorporate the principles of the various other programs into our practice, even if we’re not in a position to carry out certification against those standards.
Certification counter-acts the tyrrany of distance
I attended a talk recently by a member of a local food co-op and talk turned to “certified organic” produce. Many of the local growers are using organic methods, but not all are seeking certification.
In discussing this, the member explained that one of the aims of the co-op was to connect local growers with their customers directly. In breaking down this distance – creating a direct, personal connection – he argued that the need for certification is greatly reduced as a relationship is built up and trust develops.
If customers can talk directly to the farmer about their methods, perhaps even visit the farm etc., the farmer is less likely to break that trust as their customers are people they know.
In other words, it’s when distance is introduced – when the supply chain gets between the customer and the producer – that certification becomes increasingly important. The longer the supply chain, the more important certification becomes. I find it a thought-provoking alternative “approach” to achieve the same goal as certification.
For example, at a recent event held by my primary supplier, Rise Up Productions, the makers of our products were there at the event, and were introduced to us. Bronwyn Darlington, Rise Up’s founder, often visits the manufacturers and suppliers of our textiles in India – she has a personal connection to the producers – radically reducing the distance between producer and customer.
This builds confidence in me (the customer) that Rise Up are doing the right thing.
Why should we certify?
Interestingly, though, Rise Up are provide certified organic and Fairtrade cotton products, and are accredited under the Homeworkers Code of Practice. So why, given her close connection to producers, is Rise Up going through the certification process?
I can’t speak for Bronwyn and her team, but for me, certification is still important even under this circumstance for one reason: customer confidence.
Thanks to the effects of greenwashing – essentially an abuse of trust by companies who do more talking than walking – certification is essential to build confidence that what we’re doing is not just a marketing pitch and that our claims have been verified by an independent third party.
Without it, we risk being tainted with the same brush as other companies that aren’t as committed to social and environmental outcomes, but are trying to jump on the bandwagon of growing consumer interest in sustainability.