Issue: Getting Nestlé Waters’ Green Story Out; With the bottled water industry under fire, Nestlé Waters North America needed to communicate about the company’s green initiatives

From Business Week:

What do you do when you’re a company that believes it’s always been environmentally responsible and yet environmentalists are calling for you to step up your actions and play a greater role in sustainability? And what do you do when you reach the limit with your most visible effort? Those are the challenges facing Nestlé Waters North America, best known for its Poland Spring brand of bottled water.

“Being environmentally responsible is part of our DNA and has been in the 30 years that I’ve been with the company,” contends CEO Kim Jeffery. “Obviously, protecting the source of our product is important to us. We wouldn’t have a long-term business otherwise.”

He concedes, though, that for many years the company never felt a need to tout its environmental bona fides, and that the company found itself having to rethink that strategy. The light bulb moment came on what Jeffery describes as a sleepless night a couple of years ago when Wal-Mart (WMT) announced its plans to “go green.” “They were talking about what they were going to do, and when I thought about it, I could name 10 things that we had done [along the lines of going green] but no one knew about them.” Among those efforts: continually working with vendors to reduce the plastic content of its Poland Spring, Deer Park, and other spring water brand bottles, building LEED-certified (Leadership in Energy and Environmental Design) factories, and working collaboratively to seek comprehensive recycling solutions.

Read more from Business Week by clicking here.

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