BERKELEY SPRINGS, W.Va. – In a new video series, high-end domestic furniture manufacturer Gat Creek is highlighting what it says is a growing problem in the furniture industry: Companies making false claims about their environmental impact.
“Greenwashing has become a real issue across all categories, and furniture certainly isn’t immune,” said Gat Caperton, CEO. “It’s not just the false claims of sustainability that are the problem. The lack of clarity around what constitutes sustainable practices muddies the water and confuses consumers. We can’t dictate what other companies’ practices should be. But we can let our prospective buyer know what we are doing, help them ask better questions and become informed consumers, which is good for all of us.”
A founding member of the Sustainable Furnishings Council, Gat Creek says it has adhered to a set of sustainability standards since the ‘90s, long before sustainability became a buzzword. Now, according to Caperton, it seems every company touts its earnest commitment to the environment, often without clear evidence. Through a series of short videos, he and the company aim to help consumers, and retailers, “separate sustainability facts from fiction.”
Each video highlights the “five pillars” that underpin Gat Creek’s sustainability efforts.
“For us, sustainability is about doing more while using the same resources or doing the same while using fewer resources,” Caperton said. “To accomplish this, we focus on five things: Source of raw materials, energy to transport, energy to produce, pollution minimization and impact on people.”
As a domestic manufacturer, Gat Creek’s performance in these essential areas is transparent and traceable, Caperton says.
“And that’s simply not possible when the furniture is coming from Vietnam or China or anywhere offshore, really,” he said. “We are accountable to our employees, our community and our children for being good stewards and leaving the earth better than we found it. We take that responsibility very seriously.”
Check out the first “Sustainability Unvarnished” video here.
Gat Creek manufactures high-end solid wood furniture at a 140,000-square-foot plant in West Virginia’s Appalachia region. Earlier this year, it completed a $10 million expansion, which included a 40% increase in manufacturing space and more and better machinery. The company employs around 215 people and has around $30 million in annual sales.
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