Green Collar Era Arrives, Mengniu Leads the Green Industry

China is in a stage of rapid development, and the social environment keeps changing, with which some new social groups and concepts emerge. One one hand, in big cities a large group of people who suffer from the fatigue and anxiety, are thirsty for returning to the nature and green. And with their own actions, they have also labeled themselves unique identification --- "green collar".

On the other hand, Mengniu and some other large domestic companies know quite well about the significance of the green industrial revolution for the developing countries, and initiatively become the pioneers of the green industry.

If the traditional white-collar, gray-collar, and gold-collar workers are titled by their different economic and social statuses, then the "green collar" is more inclined to have some intrinsic quality characteristics: loving life, health and fashion, supporting the public welfare, treating themselves well and the environment friendly.

Comparing with the "green collar" who pursues the changes of their own lifestyle, the enterprises led by Mengniu and China Vanke are shouldering the great mission of the national renaissance and sustainable development. On February 9th, "2010 China Enterprise Social Responsibility Benchmark Survey" released by the China Social Scientific Institute Research Center of Enterprise Social Responsibility, showed that, the top ten topics of China's corporate social responsibility in the next three years aroused great concern, in which the environment and energy issues occupied the main position.

Known as "Mr. Milk", the president of Mengniu Dairy Group Yang Wenjun described Mengniu s green concept as Only when great grassland is good, can the source milk quality be guaranteed, which is the law of the world's dairy development. The world's top 20 dairy companies are all in the heart of the milk supply at the 40 degrees latitude of the south and north.

Depending on the weather is the congenital condition of the dairy industry and the agriculture and animal husbandry. In a long-term point of view, the grassland construction is much more important than the raw milk supply construction." In Yang s view, Mengniu s a series of strategic measures of ecological grassland and ecological milk supply constructions would promote Mengniu to establish a more competitive green cycle development model.

Vanke s chairman Wang Shi believes that green products are also a kind of differentiation operation and competitiveness. If it isn t, the companies will be eliminated as the outmoded ones. In this regard, as the leading enterprise of Chinese dairy industry and the owner of the world's largest livestock manure methane power plant, Mengniu Group has declared that being green is the key point. As we all know, animal husbandry is a high-carbon industry, however, Mengniu has been able to turn the waste into the resource, the high-carbon into the low-carbon. Taking the methane power plant on Mengniu Austasia International Dairy Farm as an example, the plant can turn the cow excreta into energy, and the annual green house emission reduction reaches about 25,000 tons of CO2, which not only solves the problem of environment pollution, but also provides annual power production 10,000,000 kwh to the state grid. The United Nations Development Program particularly granted this project as the Project of Promoting Chinese Renewable Energy in Commercialization and Large-scale Model Project of Bio-gas Power Technology.
Experts say that the birth of the green collar is people s brand new exploration of life attitudes under the social development, and also a start for people to get close with the nature again. The leading green enterprises are of social significance. The "leading green actions" of Mengniu and other companies have played a profound and significant guiding role no matter in China or the world.