Eco-Sandal Steps Up Sustainability and Innovation Efforts in Mexico
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The Dow Chemical Company, Wal-Mart and Grupo Ravi have joined forces to introduce a new product to the Mexican market – the first ecological sandal for women. Following an intense and creative collaboration across the entire value chain including design, manufacturing, packaging and distribution, the ecological sandal – named “Green Comfort” – was launched in December 2008. After 15 days, 50 percent of the inventory was already sold, proving once again that good environmental stewardship also means good business.
Through a shared vision of creating sustainable footwear, Grupo Ravi, a well-recognized Mexican company with more than 50 years of expertise in the local footwear market, envisioned and developed the concept of an ecological sandal which matched Dow Polyurethane Systems’ innovative technologies.
Under the umbrella of The Dow’s 2015 Sustainability Goals, Dow developed VORALAST™, a variety of polyols based on natural oils combining global innovation capabilities with local expertise to create an environmentally sound alternative to shoe soles and insoles. The ecological sandal is produced with vegetable-pigmented leathers, zero solvents in the manufacturing process and is sold with 100 percent recyclable and recycled packaging.
“’Green Comfort’ is an innovative product in terms of design and technology, but it is also a strong demonstration of the value that collaborative work can bring not only to our businesses but to everyday consumers,” said David Blakemore, president of the North Region of Dow Latin America. “Aligned to our corporate commitments, we have delivered a sustainable alternative to footwear consumers thanks to innovation across the value-chain that sets the example for sustainability in Mexico.”
Aligned with its commitment to create Sustainable Value Networks and to promote more environment-friendly products, Wal-Mart de México decided to partner with Grupo Ravi and Dow. As a pilot test, Wal-Mart offered the “Green Sandal” at 40 of its stores in two basic black and brown designs. Wal-Mart plans to expand the distribution to its 155 Super Centers starting in April 2009 as part of its “Month of Earth” campaign.
“Due to the great response, we are planning to grow the array of ‘Green Comfort’ designs including a new model for men, expanding the scope of the market segments we cover,” said Víctor Campos, general director of Grupo Ravi de México. “Our ecological sandal maximizes comfort by combining great flexibility to reduce tiredness, improved anti-skid properties, high impact-absorption for prolonged-use and a whole ergonomic and biomechanics applied to the insole and sole design. In this challenge, Dow’s support and high-technology materials produced the perfect fit.”
“We are committed to providing our customers with an ample array of products that serve their needs while preserving the environment for future generations. This task requires the support and cooperation with other companies that take sustainability seriously like Dow and Grupo Ravi. We have established a virtuous relationship where companies, customers and planet, create a win-win-win cooperation,” said Raúl Argüelles, senior vice president for Corporate Affairs and Human Resources, Wal-Mart de México.
Based on the shared commitment to better serve consumers, the three companies have structured a co-branding campaign to create awareness about the ecological and comfort properties of the sandals. These benefits have proved to be essential in the decision-making process of the female consumers in the successful launch of the product.
