AN INTERVIEW WITH BRYAN KELLEY OF GROOVE HOUSE RECORDS
Green Packaging experts
Groove House Records has been on the
leading edge of eco-friendly packaging since the company began.
Owner/Chief Environmentalist, Bryan Kelley explains how they can
help you green-up your projects.
Q: How long has Groove House been involved in eco-
friendly packaging and why?
Groove House Records has been offering eco-friendly CD & DVD
packaging since we opened our doors in 1996. We started by
using vegetable-based inks, water-based finishes and partially
recycled paper. At the end of last year we greened our company
even more by introducing Enviroboard (white 100% recycled
cardboard stock) for our Digipaks and cardboard wallets, 100%
recycled plastic clear disc trays for our Digipaks, and FSC-
certified paper stock for our folders and booklets. Because of
this, we now can offer low-impact packaging options that use
absolutely no virgin paper or plastic!
The environment has always been extremely important to our
company to the extent that we recycle everything possible,
purchase recycled office supplies and reduce paper waste by
doing most of our internal and customer communication
electronically. We've installed a network and phone system that
allows several of our employees to work from home (eliminating
a commute into the office), and even run our company car on
biodiesel.
Our print and manufacturing facilities recycle 100% of their
paper, board and plastic waste. Scrap jewel cases, trays, shrink
wrap, and polycarbonate (including CDs) are all separated on-site
and then sent to plastic recyclers where they are shredded and
recycled.
On a personal level, my wife and I believe strongly in walking our
talk: we've done a green remodel of our house and eat locally
and organically (either from our backyard garden or from the
local farmer's market).
Q: Was it easy to incorporate green practices – did you
incur extra costs to re-tool, etc?
Implementing green practices within our company was fairly
easy...the tough part was finding suppliers who could provide us
with the raw materials that met our requirements.
Q: What is the price differential between a green package
vs. traditional packaging?
It really depends on the quantity...in some cases the difference is
as little as $0.06 per unit. At the present moment, we're running
a Digipak special that includes a free upgrade to our 100%
recycled board stock and plastic trays if you include a note on
your product that the package was manufactured by Groove
House Records.
Q: Aside from breathing and living better, are their other
advantages for artists to choose eco-friendly packaging?
Absolutely. I think it makes a great story! Look at all the press
that Jack Johnson is receiving for recording his latest album
using solar power. Artists are typically on the cutting edge of
social change - offering their music in an earth-friendly manner
allows them to spread the word to their audiences and the world
at large.
Q: Are there projects that can't use green packaging,
materials, inks, etc?
Aside from the jewel and DVD cases themselves, not really -
even these packages can be recycled, along with our over-wrap
that is made from LDPE (low density poly-ethylene) that can be
thrown right into our recycling bins here in Los Angeles.
Q: What misconceptions do artists have about choosing a
green packaging solution?
Sometimes they come to us thinking that recycled paper and soy
inks mean that the product will come out looking cheap - with
the look and feel of a brown cardboard box. Once they see our
samples, they are pleasantly surprised at how beautiful and
professional it all looks.
Q: How is Groove House educating their clients?
In addition to our bi-monthly email newsletter...every time we
speak to a potential client, we share our eco-friendly options with
them. We did quite a bit of public education at our Earth Day
booth this year letting people know that used CDs and jewel
cases are recyclable. We are also an affiliate of the CD Recycling
Center of America which recycles all components of CD and DVD
packaging.
For more information about our company's green offerings and
practices, please contact Judy Samuel at judy@groovehouse.com
or go to www.groovehouse.com.
