Recently, Good Works visited with Rashit Ismail, Senior Vice President, Global Product Marketing, and Victoria Vilbrandt, Director, Global Product Marketing about Tupperware’s sustainability initiatives.
 
What are the origins of Tupperware’s sustainability focus?
 
Rashit: At the beginning of 2008, senior management recognized that we needed to develop our environmental position and we started thinking in terms of the challenges as a plastics product manufacturer; how do we impact the environment; how do consumers and our sales force view us; how do we develop a road map?
 
But then we stepped back and put it into the context of our company mission statement and the essence of our organization. We change the lives of women and girls; we have a very strong heritage and a grassroots approach to global social responsibility. It became clear that we were talking about something much wider. We were really talking about sustainability, and we had the opportunity to take a leadership role in weaving sustainability into every aspect of our company.
 
How do you define sustainability?
 
Victoria: We communicate internally using the definition from the World Environmental Organization. They define sustainability as meeting the needs of the present without compromising the ability of future generations to meet their own needs. So while it includes environmental aspects, it also embraces the human dimension of helping people, not just today but in the future. We feel like this is a great definition for us.
 
Where did you start the process?
 
Victoria: Throughout 2008, we analyzed and evaluated who we are as a company. This long process of self-reflection looked at different aspects of our business including products, manufacturing plants, carbon emission packaging, and our sales force. We looked at every discipline to figure out how we are viewed and what messages we are putting out there.
 
Rashit: From the beginning, we put together a multi-disciplinary team. This initiative does not belong to one department. Having a cross-section of people and departments involved from the beginning has created certain richness. 
 
What input did you get from the sales force?
 
Victoria: Early on, we wanted to get an understanding from our sales force of what they think of our products in terms of us being an ecologically-friendly company, given that we are in the plastics industry. We surveyed 3,600+ members all around the globe in very different markets, including Australia, Brazil, Mexico, Japan, and China. Their response was that we were extremely or very environmentally friendly through our products and they felt the same way about us as a company. It was amazing how consistent the results were.
 
Rashit: When we drew it down, their responses were driven by three factors; that we have high quality products, the lifetime warranty, and the durability of our products. This was consistent across the board.
 
Any input from consumers?
 
Rashit: Actually, before going to the sales force, who are also consumers, we had the opportunity to hear from consumers at an Earth Day Celebration at Universal Studios Orlando. We were afraid that people would not see us an environmentally friendly because we manufacture plastics based products. But when we asked the question at the event, we received very good feedback from consumers because this is a product you don’t throw away; it does not end up in a landfill. In fact, it gets passed from one generation to the next. In addition, most of our products are also recyclable.
 
How is the sustainability message being launched?
 
Rashit: First and foremost, it’s critical that we launch this platform internally and for every market to be aware of it. We are putting together a comprehensive communication plan through www.tupperwarebrands.com
We invite you to visit. 
 
Tell us more about the website.
 
Victoria: The website gives users a peek into the legacy and history of Tupperware as it relates to sustainability, from the beginning with Earl Tupper and Brownie Wise to who we are today. Beyond that, we showcase activities around our manufacturing facilities; give a peek into what those facilities look like; what activities are being done around reduce, reuse and recycle; and what makes Tupperware quality different. The site will also house some substantial, quantitative documents related to health, safety, and environmental reporting.
 
Rashit: The Company has been doing environmental and safety reports for the board all along, but now we will be publishing them for anyone who is interested in reading them.
 
Victoria: A big part of the website is education around what makes Tupperware products a sustainable solution. The site also offers very practical every day tips for sustainable living at home and work. These provide insight into how our efforts have an impact on the world around us.
 
What else will happen in 2009?
 
Victoria: 2009 will probably be greater in scope just because we should know a lot more about whom we are and the path we want to take. We will focus on product packaging material reduction and look at reduction of carbon emissions in manufacturing plants through energy reduction, using renewable energy, and practicing conservation activities.
 
Rashit: A big aspect will be education. Educating our associates and sales force on what makes Tupperware sustainable and how they can have a sustainable lifestyle. We cannot talk about sustainability and not see it around us. We have to see it in the cafeteria, in how we set up a meeting, the ways we recycle, the ways we look at energy. As a company wholly embracing sustainability as a core pillar of our organization, it will be important to have everyone involved.