Morphy Richards

Ironing out their footprint: Morphy Richards’s story

Morphy Richards has been quick to anticipate change and, accordingly, has been working with the Carbon Trust to iron some of the carbon footprint out of nine of their most popular steam irons. As a result, from the launch of the 2010 Spring/Summer range of irons, packaging features the Carbon Reduction Label together with supporting information on how the carbon footprint can be reduced.

The decision to carry out the product carbon footprinting was also motivated by consumer research Morphy Richards conducted, which revealed that approximately two-thirds of the company’s¹ audience were keen to make more environmentally responsible purchases. A major finding was that the in-use phase accounted for over 80% of the footprint. The company responded by launching a range of energy-efficient products called Ecolectric – which, as well as an iron, includes a toaster, kettle, slow cooker and vacuum cleaner.

Morphy Richards is also engaging its Chinese manufacturer in its efforts to cut carbon. The two companies have been discussing changes which would reduce the footprint of the manufacture of the irons, through energy usage and component sourcing.

Not only have they reduced the emissions produced by their irons, they have taken major steps in reducing the amount of polystyrene they use in their packaging. They now recycle cardboard, shrink wrap, stainless steel and power cables.  They also use light and heat controllers that are monitored through sensor and timing controls throughout the building, and operate low-energy forklift truck chargers. Wherever possible, they've redesigned the size of their product packaging which has helped them improve all aspects of the supply chain, from warehouse storage through to transportation. 

It’s perhaps not so surprising, then, that as well as the Carbon Reduction Label they've also been awarded the ‘Accreditation for Achievements in Energy Efficiency’ from the Institute of Energy.