What We Can Do With You:
Communicate and Market the
Rainforest Alliance
Certified Sustainability Message
Sustainability & Certification Workshop
Rainforest Alliance Sixteenth Annual Gala
Wednesday, May 16, 2007
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
The E’s of Sustainability
Economically viable
Environmentally sound
Ethical and equitable
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
The Forest Stewardship Council’s use-ofseal guidelines states:
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
ISO 14021 (1999) paragraph 5.5:
“The concepts involved in sustainability are
highly complex and still under study. At this time
there are no definitive methods for measuring
sustainability or confirming its accomplishment.
Therefore, no claim of achieving sustainability
shall be made.”
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
A Few ‘Sustainable’ Headlines of May 9, 2007
Manufacturing Growing At Sustainable Rate Industry Week
Poll Confirms Corporate America's Trend Toward Sustainability
and Green Building Building OnLine
Visitors bureau looks at sustainable tourism Arizona Republic
Balancing fish menu with sustainability Washington Post
Conference on sustainable food Victoria Times-Colonist (Canada)
Collaboration key to sustainability Manufacturing Talk (UK)
Global Award for Sustainable Architecture Canadian Architect
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
"Sustainable development is not a defined, final state
that has been achieved. It is a process of continued
improvement. Its OK to say we are working towards
or are contributing to sustainable development, but
not that we have reached a final state.”
-A Rainforest Alliance SealUsing Business (SUB)
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Engaging the Media
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Saturday, October 03, 2015
Engaging staff
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Saturday, October 03, 2015
Interviews with Marketing Executives
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Saturday, October 03, 2015
Benefits of RA/FSC Certification
2005 report analyzes 129 FSC/Rainforest Alliance Certified forestry
operations by RA in 21 countries. To achieve certification, the
following changes were made:
63% of operations improved protection of aquatic, riparian and
ecologically sensitive areas
62% improved management of threatened or endangered species
64% Improved worker safety and training
75% improved communications with local communities and
conflict resolution with stakeholders
55% Improved regeneration and reforestation activities
48% reduced use of chemicals and/or improved handling
40% improved compliance with laws
The study and all auditor reports of Rainforest Alliance/FSC
certified operations are available on the Rainforest Alliance
Web site: www.rainforest-alliance.org
Saturday, October 03, 2015
Ejido El Balcon, Mexico
Employs 276 people on its 25,000 acres (10,000
hectares) of oak and conifer forest in Mexico
Results of FSC/Rainforest Alliance certification:
Free private medical care for 750 inhabitants
Pensions for widows and orphans
Cooperative covers a portion of teachers’ salaries to
improve schooling, offers scholarships to youth
In addition to natural regeneration of forest, planted
90,000 trees each year to replenish resources
Now using solar energy
Nearly 9880 acres (4,000 hectares) of forest
Saturday, October 03, 2015
Saturday, October 03, 2015
Rainforest Alliance Certified Coffee
Farms Make a Difference in Colombia
Producers receiving .25/lb premium; $750,000 in 2005, $1.6
million in 2006 (60% of 90K bags). Selling 50-60% of RA coffee
Up to 20% increases in productivity (e.g. farms in Huila go from
20-26 bags/hectare.
Increased number of butterfly and migratory bird species on
Rainforest Alliance Certified farms.
Water treatment technology installed on all certified farms.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
What Difference Does Rainforest Alliance Certification
Make for Coffee Communities and Ecosystems?
Farm Aspects
Common Problems
Rainforest Alliance Certified Farms
Tree Cover
No shade trees, or only scattered
shade of only one, or few tree
species, often exotic species of no
use to local wildlife
Abundant shade trees of varied species
and sizes, native species to conserve
soils, provide habitat for wildlife and
firewood, materials, etc. for workers and
Forest Conservation
Completely deforested or with little
natural forest, which lacks protection
Forests protected and
degraded areas reforested
Wildlife Protection
Hunting, or extraction of orchids and
other flora commonplace
Natural ecosystems and their flora and
fauna well protected
Waste Management
Farms littered with garbage, coffee
pulp dumped into rivers, workers
defecate in coffee fields
Garbage properly disposed, or recycled,
coffee pulp used for fertilizer, workers
use latrines
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Sustainable Agriculture Online Traceability Database
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Our #1
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Rapid Review of Use of Seal
Domtar EarthChoice
display in Staples
store, Canada
Seal on
Caribou Coffee
Company packaging
National Envelope
FSC/Rainforest Alliance
Certified envelope line
Copyright 2007 Rainforest Alliance
Innocent Drinks
banana smoothie
Saturday, October 03, 2015
Rainforest Alliance Communications, Marketing
and Stakeholder Outreach staff and consultants
are located in:
Costa Rica
Nicaragua (June 07)
Ecuador (July 07)
United Kingdom
The Netherlands
Kenya (June 07)
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Stakeholder Outreach Service #1
Mapping most relevant stakeholders & establishing
communications with them, including regular meetings,
emails writing and distribution of a quarterly email newsletter
(in appropriate language), featuring relevant news about the
Rainforest Alliance and SUBs.
For example:
When Chiquita began using the Rainforest Alliance Certified seal in
Europe, met with all relevant NGOs in 10 countries.
Sustainable tourism newsletter, English and Spanish, sent to
targeted key audiences worldwide and on our Web site.
Sustainable Forestry Update, English and Spanish, distributed to
stakeholders, government agencies and on Web site.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Stakeholder Outreach Service #2
Individual meetings with key NGOs, government
agencies, consumer protection groups. Strategies to
deal with groups that may be critics or allies.
Swedish Society for Nature
• Banafair
• Greenpeace
• UN World Tourism
Copyright 2007 Rainforest Alliance
• International Institute for
Sustainable Development
• BirdLife International
• AFNOR in France
• DFID in the UK
• Mexico’s National
Forestry Commission
Saturday, October 03, 2015
Stakeholder Outreach Service #3
Joint projects with international and national
nonprofit groups.
World Wildlife Fund
Chinese Academy of Forestry
Conservation International
Programme for Belize
Yale School of Forestry
The Nature Conservancy
Sustainable Agriculture Network, many more.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Stakeholder Outreach Service #4
Participation in agriculture, forestry and tourism
associations that help promote sustainable production and
Sustainable Tourism Task Force
International Galapagos Tour
Operators Association
• Costa Rica’s National Chamber of
• Pennsylvania Certified Forest
Products Initiative
• Sustainable Agriculture Initiative
• Sustainable Coffee Initiative
Copyright 2007 Rainforest Alliance
Common Code for the Coffee
• European Coffee Federation
• Asia Network for Sustainable
Agriculture and Bioresources
• Dutch Coffee Coalition
• Sustainable Food Lab
• Ecoagriculture Partners
Saturday, October 03, 2015
Stakeholder Outreach Service #5
Leadership in certification groups and
related projects.
International Social and Environmental
Accreditation and Labelling Alliance
• Forest Stewardship Council
• Sustainable Tourism Stewardship Council
• Sustainable Tourism Certification Network of the
• Forest Trends
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Stakeholder Outreach Service #6
Seeking alignment and harmony with NGO and
private-sector standards.
For example:
International comparison of certification standards from NGO
groups in Latin America with requirements from European tour
operators and the Federation of Tourism Operators in the UK.
European Union’s Forest Law Enforcement, Governance and Trade
(FLEGT) Action Plan.
Joint audits and shared certifications with organic, fairtrade, Utz
Kapeh, CAFE Practices (Starbucks), EurepGap, Ethical Tea
Partnership, Social Accountability International, Ethical Trade
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Stakeholder Outreach Service #7
Participation in conferences and workshops related to
agriculture, forestry, tourism, sustainable development,
corporate social responsibility and the environment.
For example:
Adventure in Travel Expos
• World Travel Mart (London)
• Expotur (Costa Rica)
• Latin America Travel Mart
• National Coffee Association
• Intl. Woodworkers Fair
• High Point Furniture Market
• Biofach
Copyright 2007 Rainforest Alliance
World Cocoa Foundation
• International Agriculture
Management Association
• National Association of Home
• Specialty Coffee Association
of America
• International Banana Expo
• Ethical Sourcing Forum
Saturday, October 03, 2015
Communications & Marketing Service #1
Aggressive media outreach, press releases and follow-up
in the US, Canada, UK, France, Germany, Austria,
Switzerland and Latin America. Rapid responses to media
queries from around the world.
More than 16 news releases and media advisories in three
languages distributed during the past six months, with
targeted follow-up calls each time.
Respond to an average of 25 media queries each month:
In April Medill News, Gourmet, Philadelphia Inquirer,
Business Week, Forbes, SmartMoney.com, Femme
Actuelle, BBC, This Old House, Travel & Leisure, National
Public Radio, Fox TV News and 15 more…
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
March 20, 2007
Contact: Gretchen Ruethling, 646-452-1939, gruethling@ra.org
Rainforest Alliance Works with Scholastic in Making Historic Commitment
to Using FSC-Certified Paper in U.S. Printing of
Harry Potter and the Deathly Hallows
The Rainforest Alliance today commended the commitment by Scholastic Inc., the
global children’s publishing, education and media company, to use paper certified
by the Forest Stewardship Council (FSC) in printing the seventh and final book in
the Harry Potter series, which is to be released in July.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Final Potter Book Goes Easy on the Trees
Tuesday, March 20, 2007
NEW YORK - The printing for the final Harry Potter book will not only be
the biggest, but also the greenest.
Scholastic Inc. announced Tuesday that it had agreed with the Rainforest
Alliance, a conservation organization that works with the business community,
on tightened environmental standards for "Harry Potter and the Deathly
Hallows," coming out July 21 with a first printing of 12 million.
J.K. Rowling's seventh Potter book will be a hulking 784 pages, Scholastic
said, a comparable length to the last couple of Potter releases.
Among the details of Tuesday's agreement:
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Apdo. 11029-1000, San José, Costa Rica
Tel/Fax: (506) 234-8916
Milagro Espinoza, Costa Rica. (506) 234-8916
7 de mayo 2007.
Ultimo libro de la saga de Harry Potter será amigo de los árboles.
San José, Costa Rica.
Los fieles lectores que disfrutarán de la sétima y última entrega de la saga
de Harry Potter, contarán con la tranquilidad de saber que el libro que
tendrán en sus manos, a partir de julio próximo, es “amigo de los árboles”,
gracias a un acuerdo logrado entre la organización conservacionista
internacional Rainforest Alliance (Alianza para Bosques) y Scholastic Inc.,
la empresa editora internacional especializada en literatura educativa
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Guayaquil, Ecuador
Nuevo libro de Harry Potter será ecológico
Mayo 08, 2007
El séptimo y último libro de la saga de Harry Potter que saldrá al
mercado el 21 de julio usará un 65% de papel proveniente de
explotaciones madereras certificadas por la organización internacional
Rainforest Alliance.
Rainforest Alliance informó el martes en un comunicado que el acuerdo
se logró con la editorial Scholastic Inc., encargada de las 12 millones de
copias en inglés de Harry Potter and the Deathly Hallows.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Making Beautiful Headlines Together:
Sustainable Businesses & the Rainforest Alliance
A small selection of clips from just two months:
March & April 2007
Big Business Court the Green Queen Fortune April 19
“Today, large companies can't stop talking about their green
initiatives, and groups like the Rainforest Alliance deserve a slice
of the credit.”
Certifying Coffee Aids Farmers and Forests in Chiapas
New York Times April 22
“Consumers have been asking for coffees that focus on ethical
and environmental concerns,” said Annica Johansson, associate
director of sustainability programs for Kraft Foods…As part of the
certification from the Rainforest Alliance… ”
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Making Beautiful Headlines Together…
Green Issue Overview: Green is the new black
Progressive Grocer, April 1
"Looking more closely at its own practices, Northfield, Ill.-based
Kraft Foods is working with the Rainforest Alliance to help
farmers in Cote d'Ivoire…”
‘Corporate Hippies' Seek Their Bliss in a New
Environmental Economy New York Times March 7
"There were signs as early as the 1980s, when the Rainforest
Alliance began working with businesses to create a program for
identifying environmentally sound wood products…”
Book shows businesses how to profit from going green
Miami Herald April 15
"Noteworthy among the many success stories is Chiquita's Better
Banana Program. By working with the Rainforest Alliance….’
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Making Beautiful Headlines Together…
Furniture with a conscience; Manufacturers show their
earth-friendly mindsets at unveiling of spring collections
Chicago Tribune, April 1
“Encouraging selection of green woods is the first step. It's the
Forest Stewardship Council, or FSC, that sets standards for forest
management and harvesting under the SmartWood label. The
non-profit Rainforest Alliance, an international conservation
organization, monitors it all.”
Eco Adventures AOL Travel, April 18
"The Rio San Juan divides Costa Rica and Nicaragua, and is one of
Latin America's most remarkable and precious nature reserves—
though, like most rainforests, its future these days is looking
sketchy. Perhaps because of this, Nicaraguan businesses around
the Rio San Juan are thinking about joining forces with the
Rainforest Alliance, which promotes sustainable travel in Latin
American countries."
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Making Beautiful Headlines Together…
Ethical certification -- sustainability with a rich aroma
Ethical Corporation magazine March 7
"Wille admits the costs of obtaining Rainforest Alliance certification
can be high, ranging from $500 for a small farm to "tens of
thousands' for larger holdings. But he insists these investments pay
off. He recalls one farmer in Nicaragua who invested $30,000 to meet
Rainforest Alliance standards on worker housing…”
Agriculture: A growing problem Financial Times, March 21
"As big global companies address sustainability, many are focusing on
agricultural water use. Companies such as Nestle, Starbucks and
Kraft have recognised the need to address water conservation in
supply chains. To do so, Kraft and Chiquita have turned to the
Rainforest Alliance, a non-profit conservation organisation that
monitors the sustainability of agricultural producers."
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Making Beautiful Headlines Together…
How Print Got Green Graphic Arts Monthly March
“Pictorial Offset Corp., Carlstadt, NJ, supports numerous
environmental initiatives. “‘We captured over $1 million in new
business because of our environmental commitment and
sustainability programs,’ says Donald Samuels, managing partner.
‘On our paper recycling initiative alone we realized a savings of over
$500,000 each year.’ …. The company received a Corporate
Sustainable Standard -Setter Award from the Rainforest Alliance for
its environmental leadership.”
Ecotourism Defined Town & Country April
“The heightened awareness of humanity’s effect on nature is a
reassuring trend that we at Town & County hope is here to stay, and
you can do your part to help champion it. When planning a trip,
research properties online to see if they have been certified by a
leading conservation group. The Rainforest Alliance, Greenstop and
TIES all supply lists of hotels and tour operators that promote
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Communications & Marketing Service #2
Special events to attract media and public attention.
« L’exploitation forestière, le tourisme et l’agriculture
défenseurs de la biodiversité c’est possible ! la
certification sociale et environnementale »
Nov. 8, 2006, Paris
Showcasing Sustainable, Quality Coffees....including
yours -- On Wednesday 29 November 2006 the Rainforest
Alliance will host a Sustainable Quality Coffee Tasting event in
the heart of London. We’ll be inviting journalists from a wide
selection of media – catering & retail specialists, food & drink
writers, and environment & ethics correspondents from the
national media, consumer magazines, food programmes and
trade outlets – to come and sample a selection of coffees
bearing the Rainforest Alliance Certified Seal.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Communications & Marketing Service #3
Media and materials support for staff presentations at
conferences and events.
For example:
Specialty Coffee Association of America -- Supported
the many events and presentations organized by our
Agriculture program with a media advisory, press release,
follow-up calls to journalists at relevant publications.
Adventures in Travel Show -- With travel businesses
from Ecuador and Costa Rica, our tourism division set up a
“green pavilion” at the in California in February. Our media
advisory and follow-up calls resulted in interviews, articles
and broadcasts.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Communications & Marketing Service #4
Research, take photos, write and design fact sheets and
articles in appropriate languages about our programs
and achievements.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Communications & Marketing Service #5
Profiles of farms, forest operations and tourism destinations that
convey the positive impact the Rainforest Alliance is having on
ecosystems and communities; reader-friendly articles that
describe companies’ commitments to sustainability.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Communications & Marketing Service #6
Write articles for Rainforest Alliance publications and Web site,
multiple languages, promoting Seal and Service Using Businesses’
commitments to sustainability.
Apply to Nespresso's AAA Summer Campus
in Costa Rica
This summer, Nespresso invites students to
experience firsthand the world of high quality
sustainable coffee production. In partnership with
the Rainforest Alliance, the Nespresso AAA
adventure learning experience for 20 participants
interested in sustainable development to learn…
Copyright 2007 Rainforest Alliance
Communities in Honduras Sell
Mahogany to Gibson
Community foresters in the Río Plátano
Biosphere Reserve are filling a rapidly
growing order for mahogany from world
class guitar manufacturer Gibson, in
April shipping their fourth and largest
container since August 2005 and buckling
down to cut and ship one container per
month from now on.
Saturday, October 03, 2015
Communications & Marketing Service #7
We organize media trips to farms, forestry operations or
tourism destinations that sell to or are important to your
company, inviting journalists from the countries
most important to you.
November 2006 -- four reporters from the Guardian,
Financial Times, Economist and Telegraph to community
managed forests on the Caribbean coast of Nicaragua.
January 2007 – four reporters from Denmark, Ireland and
France to visit Rainforest Alliance Certified coffee farms in
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Nicaragua's green lobby is leaving
rainforest people 'utterly destitute'
Crackdown on felling and exporting
trees leaves Miskitos facing economic
and social devastation
Rory Carroll in Alamikamba, Nicaragua
Sunday November 26, 2006
'When a truck full of logs rolls into
Managua everyone - media, politicians,
the people - becomes upset and says they
are cutting down the country's forests,
but when a truck full of cattle rolls in,
nobody says a word,' said Jaime Guillen
of the Rainforest Alliance. 'They don't
ask where the cattle came from, which is
probably pasture land that is a clear-cut
and burned forest.'
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Communications & Marketing Service #8
Advising on use of the messaging on SUB promotional
materials, packaging, advertising, Q&As for staff and the
media, Web sites, newsletters, annual reports, etc.
Swiss Travel Service has reaffirmed its eight-year
commitment to conservation and responsible
tourism by signing an agreement with the
Rainforest Alliance, an international conservation
organization. The agreement also involves the
company’s suppliers in efforts to conserve
biodiversity and reduce the negative impacts of
tourism on the environment. The cooperate
agreement is part of the project for the
implementation of Best Management Practices and
certification support
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Communications & Marketing Service #9
Brochures, posters, collateral materials, PSAs and
ads, flyers, postcards and bookmarks.
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015
Communications & Marketing Service #10
Growing availability of Web-based tools -- videos, Power Point
tours, searchable databases, resource directories, our Frog
Blog. Web 2.0 and social-viral marketing sites (MySpace and
YouTube). Continual blog monitoring to identify
opportunities to spread our messages.
Lapa Rios / Costa Rica
Karen Lewis
Tel: 506 - 735-5130
Fax: 506 - 735-5179
PO Box 100, Mail drop: PO Box
Miami, FL 33102
Pto. Jiménez
Costa Rica
Certified by:
Certificación de Sostenibilidad
Copyright 2007 Rainforest AllianceTurística Costa Rica (2003)
Saturday, October 03, 2015
Copyright 2007 Rainforest Alliance
Saturday, October 03, 2015

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