“Environmentally Superior ProductsAn Environmental & Business Success Story”

Dorothy MaxwellEnvironment Policy Dept., Enterprise Ireland

EUEB Presidential Meeting, 15 April 2004, Dublin

SUMMARY

Introduce Enterprise Ireland

Irish Environmentally Superior Products (ESP)Initiative to encourage industry to incorporate environment into product &/ service design

• Eco designIncorporate EU Eco-label

Irish Industry ExamplesEnvironmental & Business Benefits

Enterprise Ireland

Assist the development of Irish businessProvision of range of services

– business, technology, marketing, R&D, innovation etc…

EnvironmentClients

– indigenous Irish companies - Ireland and worldwide– > 10 employees

13 offices - Ireland

30 offices - worldwideEurope, USA, Asia Pacific

AimSupport Irish industry to improve their environmental performance

Provide range of environmental supportsInformation, advice, networking

• all environmental issues

Environmental financial supports

www.EnviroCentre.ie

Environment Policy Dept.

Environmentally Superior Products

Support Ecodesign projects in Irish industry

Projects which assess ways to prevent / minimise the environmental impact of products &/ services

WITHOUT compromising its functionality, quality, valueIS technically feasibleIS commercially feasible

“Environmentally Superior Product”

Ecodesign Information, Advice, Networking, Mentoring

Web – www.enterprise-ireland.com/esp• guides, case examples, databases

In person - expertiseEvents- Regional Environmental Industrial Fora

Funds of 50 % of project costs up to maximum of €32,000 per approved company

Irish manufacturing industry SMEs

Environmentally Superior Products

Why?

Significant environmental impacts associated with production & consumption of products e.g.

Resource usagematerials & energy

WasteEnd of Life

• Waste packaging• Waste products

– e.g. cars, electronics goods

Pollution

Why?

Pressure on industry to reduce environmental impacts of products &/ services

Legislation e.g.• Packaging • Vehicles • Electronics • Energy using products

Financial • end of life take back, reuse, recycling, disposal

Market • Supply chain

EcodesignOpportunity to DESIGN OUT environmental problems at source

Typical ESP Project

New concept or existing product &/service

Assess environmental impacts over entire life cycle

RawMaterials

ProductionProcess Distribution Consumption End of Life

Function

Typical ESP Project

Identify opportunities to PREVENT or MINIMISE environmental impacts while still feasible in terms of other product/service requirements e.g.

CostQuality Technical feasibilityMarket RequirementsLegislation/Standards etc.

Typical ESP Project

Product &/ service design is feasible / not feasible

Implement

Number of partners e.g.Company personnel, environmental specialists, industry specialists, suppliers, customers

Process supported by range of tools as relevant (simplified LCA, Eco label specifications etc.)

EU Eco-label & ESP

Every project investigates eco labels relevant to product &/ service

EU Ecolabel & others

Ecological specification

Identify marketing potential

Eco label UsedProduct & Service SectorCommercial/Domestic customersExport markets

Environmentally Superior Products

Range of Environmentally Superior Products & Services

Electronics IT FurnitureReusable, returnable packagingTimberConstruction

Case study brochureCompany examples from ESP participantsRange of industry sectors

IRISH INDUSTRY EXAMPLES

ESP Participants

Redesigned RKE unit:-40% reduction in materials content

• particularly hazardous substances • facilitate dissassembly and recyclability at end of life

Three fold reduction in energy demand

Drivers: WEEE/RoHS, ELV via customer

Quicker & CHEAPER to manufactureSubstantial competitive advantage

EU Environment Awards – Ecodesign winner (2002)

ELECTRONICSComponent for managing Remote Keyless Entry (RKE) in cars

IT

an upgradeable chassis, modular port designRepair/maintenance, upgrade servicesRaw materials chosen to increase reuse/recycling options at end of life

Waste reductionEnergy efficientSame price as competing PCsEU Eco-label for PCs

Computers with an extended operating life

Redesigned chair to:-

extend product lifeupgrade, repair & maintenance servicesreduce waste

raw material components chosen to• facilitate disassembly• increase reuse & recycling options at end

of life

Cost is same as non ESP chair

Environment is marketing feature

Office chair

Furniture

Redesigned cartridge:-reduce components largely to 1 plastic typereusable & recyclable at end of lifebetter functionalityCHEAPER & “cleaner” to manufacture

Substantial competitive advantageMore competitive supplierImproved customers competitive edgeEuropean to Global Supplier

Toner Cartridge for photocopiers

Plastics

Timber

Raw material is waste wood otherwise going to landfillPermited waste wood collection service (non contaminated)

Soil improver mulchEU eco label for soil improversColoring (ornamental/aesthetic)

• No adverse environmental impacts

Recyclable packaging

Award winner - Best New Product 2001, Irish Garden Trade Fair

NuLife - Colour enhanced wood chip garden mulch

Environmentally Superior Products & Services

Reduced Environmental ImpactImproved functionalityCost Savings

Eco-efficienciesCompetitive AdvantageNew business opportunities Improved supplied relationships

CONCLUDE

Incorporating environment into design of products & services

WIN WINEnvironmentBusiness

Eco labeling – 1 element of approach

Environmentally Superior Productswww.EnviroCentre.iewww.enterprise-ireland.com/espdorothy.maxwell@enterprise-ireland.com

www.EnviroCentre.ie