STAMFORD, Conn.–Mary Rodgers, director of marketing communications for Cuisinart and Waring, spoke last week at the annual marketing meeting of the American Home Furnishings Alliance on Cuisinart’s “green” marketing initiative.
The brand’s program is titled “Cuisinart GreenGourmet: a Study in Green Manufacturing and Marketing, and outlined the brand’s strategies in marketing the GreenGourmet eco-friendly line of cookware. The collection launched at the 2008 International Home + Housewares Show, and now features products using Cuisinart Ceramica trademarked non-stick technology, a petroleum-free, ceramic-based coating that is applied at temperature one-half that of traditional non-stick coatings and that contains no polytetrafluoroethylene (PTFE) or perfluorooctanic acid (PTOA).
“It is of utmost importance that marketers research, position and price their green products carefully and strategically,” Rodgers said in her address. “Due diligence is also key, and transparency and claim substantiation are paramount due to the perceived vagaries of green product descriptions. A strict adherence to self-regulated guidelines for the use of environmental marketing claims is essential as well.”
Rodgers also noted that the practice of “green-washing”—deliberately misleading consumers as to the eco-friendly nature of one’s products—has become prevalent enough for consumers to become wary of green claims. To counteract this practice, she said manufacturers must produce and market green products that can withstand even the strong