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October 07 Businessexcellence 75 SportifUSA by them, as well as the custody of that product from fi ber to garment. More and more vendors and manufacturers are stepping up. I’ve seen more change in the last two years than you can imagine. There will be very few excuses in the future for people not to be in the green space.” Even so, some companies still do not share Sportif USA’s long-term view. Kirsch said the term “green washing” is making its way through the industry and is a sign that some companies are only looking for a trend. “You want the entire marketplace to engage and grasp this new green textile movement,” Kirsch said, “but there are companies that will use whatever marketing tactics they can. What we do is systemic in our organization. It is not a marketing ploy that is in vogue right now. We’ve been in it a lot longer than many and because of that we are a bit more of an authority,” he continued. “We’ve persevered.” This perseverance is paying off. Eighty percent of Sportif USA’s women’s product line will be eco-friendly for spring 2008. The company will launch a new catalog, Conscious Origins in February. “All of the eco-friendly products we manufacture will be in the book and also the other key brands in the eco-space,” Kirsch said. “It will be the first 100 percent green women’s apparel and accessories catalog.” “I’ve seen more change in the last two years than you can imagine. There will be very few excuses in the future for people not to be in the green space”

76 Businessexcellence October 07 Canam Group has become a major provider of steel products in the non-residential construction sector in both the US and Canada. Keith Regan learns how Canam has managed to stay focused on delivering excellence in customer service while managing the challenges and opportunities of the global economyz Simplebuteffective