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Geoff Ross - Source: ONE News -
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Entrepreneur Geoff Ross says Kiwi firms could benefit hugely if New Zealand was prepared to be a world leader on the reduction of greenhouse gas emissions.
Ross has had huge success trading on New Zealand's clean green image with the 42 Below vodka label.
Together with former 42 Below owners Stephen Sinclair and Grant Baker and their investment company The Business Bakery, the trio have recently been involved in a new eco-candle and fragrance business Ecoya .
The trio took a controlling stake in Australia based Ecoya early last year and is looking to take advantage of the multi-billion dollar home fragrance industry - in particular, to fill a gap in the environmentally friendly product space in Australasia.
"The reason we think Ecoya can out-perform the market is because of the battlefields of brand and distribution and that was similar to 42 Below. We think we can win on the brand front with the promise of the environmental story, the more emotional promise of its origins in Australasia, and also on the distribution front by having our own sales staff," says Ross.
Ross's belief is that New Zealand can lead on climate change with its green reputation and because much of its industries, such as food and beverage, tourism and sustainable forestry, are directly linked to these green credentials.
"Whether forced or voluntary, the next big boom in this part of the century is going to be the green boom, whether we like it or not," he says.
Ross says there is a real opportunity to take advantage of the push to reduce greenhouse gas emissions but most companies are yet to take the initiative.
"For some reason New Zealand has been looking at this as a cost, not an opportunity. I think that's a mindset that has to change," he says.
Ross says New Zealand must also must be mindful of the view it
projects to the world about its emissions targets and its attitude
towards the environment as this directly affects all
environmentally focused businesses.
