Anthony Rowell of Tradeprint: ‘Sustainability is not a competition’

Tradeprint sustainability lead Anthony Rowell says it’s only by working together that the industry can evolve the best sustainability practice that benefits everyone.

In September last year, UK commercial printer Tradeprint’s Anthony Rowell sat down to rewrite his company’s sustainability web copy. The existing content was, by Rowell’s admission, “a little generic”. Now, with the aim of creating a “living environment statement that’s right up to date”, the copy more accurately reflects the scope of Tradeprint’s sustainability ambition.

The website now clearly defines commitments to Science Based Targets and GHG Protocols, highlights net zero goals and progress, shares data point methodology and outlines the wide range of sustainability initiatives Tradeprint has implemented, from heating efficiency upgrades to equipment optimisation. It’s an impressive showcase.

“It’s the most transparent we’re able to be,” says Anthony. “And I’ve only mentioned things we can definitively underpin with data. I really hate greenwashing.”

But despite this extensive list of achievements, Anthony – who oversees Tradeprint’s customer service, sales and sustainability, and therefore has a comprehensive view of how these elements intersect – still believes the company could be doing more. “I’m probably Tradeprint’s biggest critic,” he says. “Compared to other print companies we might be ahead, but it’s not about comparison with others. It’s about doing what we can.”

As part of the global Cimpress family, Tradeprint is supported by a central sustainability function, but on a day-to-day basis Anthony is the sole charge of Tradeprint’s sustainability endeavours. “We’re fortunate that we have scale, but even with that scale we haven’t been able to justify the extra resource for a dedicated sustainability department,” he says, acknowledging that this is often the case for print companies. “Margins are tight, so it’s about doing what you can with what you have.”

He’s keen to point out that sustainability measures don’t have to cost more overall. “A great example of this is our transition to PVC-free banners. PVC was one of our biggest problematic plastics, and we were concerned about finding an alternative that performed the same and – importantly – didn’t cost more. And we did. It’s stronger, it’s brighter and it prints better, and it actually works out cheaper because of the volumes we can command.”

Rowell does, however, acknowledge that it’s not always about savings from the outset – sometimes you have to spend in order to save. He…