How King Arthur Flour Has Gone ‘Green,’ Part 2 of 2

Being environmentally responsible can have its marketing advantages, too. “Communicate these efforts with your external audience,” Furbish advised. “It’s nice to be recognized for your efforts, and it can be used as an effective marketing tactic. Your customers care about these things.” To that end, King Arthur Flour has dedicated a section of its Web site to highlighting its environmental achievements, including a 44 percent reduction in its solid waste from 2006 to 2007 as a result of its recycling and composting efforts.