The maker of filling and packaging machines says it has always practiced social responsibility and the label is tangible evidence of its efforts it has been making on the ecological front. A spokesperson confirmed to FoodProductionDaily.com that it is Krones' goal for all the company's new machines to be as environmentally friendly as possible. The company intends to examine and optimise sustainability for all new products. The Enviro mark will be used on some of Krones' existing machines, as well as all new models that are designed in line with the criteria. "With enviro, sustainability will in future be a quintessential feature of Krones' operations," said the spokesperson. In addition, an Enviro 'Energy Passport' is also being introduced that will contain the energy consumption figures for the company's products. Not only will this transparent approach reinforce the credentials of the Ethos label, but it will also be instrumental in helping companies reduce their production costs, through energy savings for example. "What is eco-compatible and sustainable also contributes directly towards commercial success," says the company. It also points out that food and beverage companies increasingly consider sustainability as important because more consumers are choosing brands on the basis of ecological criteria. Krones says its Enviro products can, in turn, help their clients promote their eco-credentials. Krones is tapping into a popular marketing concept. Food and drink companies are vying to promote their green-mindedness to the public. For instance most companies are now aware that consumers are increasingly worried about food miles. In response, the UK company Boots has created a range of four sandwiches made and sourced primarily from one county in the UK, Yorkshire. They are labelled 'Born and Bread in Yorkshire'. The baker responsible for the bread estimates that Boots now saves about 200 food miles per product, as the wheat growing, milling and bread baking all happens in the same area. Snack manufacturer Walkers now claim to make all of its crisps for the UK market with "100 per cent British potatoes", in an attempt to reduce the carbon footprint of the snacks. To advertise this, the company created a TV ad featuring a former football star dancing in a field of potatoes with a group of British farmers. Both these companies are members of the Carbon Trust, a private UK company set up by the government to develop policies addressing climate change issues such as food miles. Krones AG proposes a range of packing solutions for the food and beverage industry, including filling, bottling, inspection, labelling and plastic moulding technology. The company's headquarters are located in Neutraubling near Regensburg, Germany. Krones has subsidiaries and agencies in many countries.