“It’s a brand on a brand. And if that brand has value, it enhances value, if not, it detracts,” says Trevor Bowden, one of the founders of ecolabelling.org, an online directory of more than 300 eco-labels.
A project of Vancouver, B.C.–based startup Big Room Inc., ecolabelling.org was launched in 2008 to respond to a swarm of labels making their way into the marketplace. “We saw that there was a huge move to ‘green’ business and ‘green’ purchasing,” Bowden says. “A lot of claims started being made. … We saw a gap emerging between perceived and actual ‘green.’”