Trimarine – Ternua: A Case of Green StoryDoing

In GreenStoryDoing, we believe that sustainability is more than a trend; it’s an imperative need for the future of our planet. In an interconnected world, Europe and the United States, as they did during the industrial revolution, are once again leading the transformation. This time, towards sustainability. However, consumers face challenges in discerning the true environmental performance of companies, exacerbated by the proliferation of misleading ecological claims.

The concept of greenwashing, introduced nearly 40 years ago, highlights how companies exaggerate their environmental credentials. In response, some companies have opted for greenhushing, remaining silent about their environmental efforts to avoid attention. While this shields them from scrutiny, it also hinders consumer awareness and slows down the transformation towards sustainability.

From all of this derives our belief that strategic partnerships between trustworthy brands with sustainable credentials, combined with effective communication of environmental achievements, are essential for driving progress.

GreenStoryDoing is an initiative by Old Surfer that goes beyond traditional marketing strategies by addressing the pitfalls of greenwashing and greenhushing. Developed from the principles of StoryDoing, GreenStoryDoing emphasizes tangible actions and provides a framework for companies to authentically communicate their sustainability efforts. This approach is crucial for companies transitioning from unintentional greenwashing to genuine sustainable practices.

The collaboration between Trimarine and Ternua exemplifies the principles of GreenStoryDoing. Both companies have a strong commitment to sustainability and have implemented innovative practices to reduce their environmental impact. Trimarine, trimarine.com, has adopted sustainable fishing practices and has invested in renewable energies, while Ternua, ternua.com, focuses on using recycled materials and environmentally friendly production processes.

To commemorate its 50 years, Trimarine has collaborated with Ternua to create a commemorative jacket made from post-consumed plastic bottles. The process includes collecting, sanitizing, and processing discarded bottles, which are then turned into recycled pellets. These pellets are spun into polyester yarn and transformed into high-quality recycled fabric for manufacturing the jackets.

Additionally, as part of their activities, they have expanded their recycling program by collecting plastic bottles from communities, beaches, and schools in Ecuador and Colombia. This project educates locals about the importance of reducing waste and promotes recycling. The collected bottles are sold to a local recycler, and the proceeds are donated to the sea turtle care program of the NGO Recy. With this initiative, they not only celebrate their 50th anniversary but also send a message of commitment to sustainability.

The case of Trimarine and Ternua, created by Old Surfer, highlights the importance of authentic sustainability efforts and transparent communication. As consumers become more environmentally conscious, there is a growing demand for credible and verifiable information about a company’s environmental performance. GreenStoryDoing provides a pathway for companies to meet these expectations and contribute to the transformation towards sustainability.

Looking towards the future, it is essential for companies to continue evolving their sustainability strategies and adopting innovative solutions. The Directive on Green Claims represents a significant step towards responsibility and transparency, but it is up to companies to effectively adopt and implement these principles. By doing so, they enhance their competitiveness and play a crucial role in building a sustainable future.

The story of Trimarine and Ternua finally climbs to the front pages of leading sustainability media outlets to inspire other companies to follow their example, demonstrating that genuine sustainability efforts, combined with transparent communication, can generate significant positive change in the industry and beyond.