At Rona, the maturation of “Green”

Has the term “green” died a natural death? Or has it taken steroids?

Rona’s recent introduction of a new, improved and sweeping Responsible Procurement Policy, or RPP, suggests that we’ve come a long way from mere environmental friendliness, which no longer excites marketers or their public.

Rona’s ambitious earth-friendly RPP code addresses everything from climate change and water quality to protection of indigenous people and the right to collective bargaining. It will go into effect in January 2011 and be implemented gradually, Rona said, with the first phase targeting the company’s own ECO and Eco-responsible products, sold under a private and controlled brand, and products that Rona imports through its Shanghai office or other intermediaries.

Rona said the “Responsible Procurement Policy applies to all wood products, lawn and garden merchandise for the 700-unit retailer and distributor, and all goods sold in its stores and services used by its companies.”

Vendors should take note: “Suppliers’ ability to comply with our policy will be a decisive factor in our business relationships,” the company said.