Going green turning into a lifestyle trend for Lithuanians

KLAIPEDA - Would you rather gulp down a yummy-tasting preservative-laden junk-food tidbit, or relish an additive-free portion of ecological food? Or plunge a mop into a bucket of detergent rippling with all the chemical elements from Mendeleev’s periodic table, or wash the floor with an eco-friendly cleansing solution, one that would not knock you off your feet if you accidentally took a sip from the bucket? It is these choices which Lithuanians have to make more and more often in their daily lives – going green is the trend.

Though statistically compatriots, along with Bulgarians and Romanians, at the bottom of the eco-list as representatives of one of  the most eco-careless nations in the EU club, Lithuania’s propensity for eco-friendly foods, detergents, toys, clothes and even cars is slowly but assuredly inching up. Recent research by Vilnius University Medicine Faculty’s Institute of Public Health, quite surprisingly, revealed that 82.1 percent of Lithuanians have used ecological goods in their lives. However, only 1-2 percent of the respondents claimed that they constantly consumed eco-friendly products. Another survey, performed by the Market Research Center and Ecological Culture Association (ECA), in trying to figure out the reasons for preferring ecological options, has revealed that a sheer majority of “green consumers,” 95 percent to be exact, explain their inclination for green by a determination to stay healthy. “A few percent of Lithuanians opt for ecological products, while the percentage in most European countries is much higher - up to 7-9 percent - and in the United States it is 10-12 percent. Besides, Lithuanians, as a rule, do not identify ecology-marking product labels in stores and marts, and tend to seek eco-products in specialized stores, or certain sections of large marts or markets, which do not necessarily provide ecological products,” Marius Tarvydas, a representative of the Ecological Culture Association, inferred.

However, Edmundas Brazenas, a representative of the Market Research Center, is more optimistic about Lithuanian consumers’ shopping habits. “We all have to admit that, in Lithuania, the eco-market is a considerably new thing, which is rapidly developing, though. Despite its comparable tinyness, it is quite attractive to manufacturers and large marts. In addition, very importantly, ‘green’ consumers spearheading the eco-trend act as trendsetters. Mostly, they are people of larger than average income, well educated, socially active and with a tendency of sharing their knowledge with others. Their green behavior may encounter some misunderstandings from others today. However, in three to five years, I am convinced numbers from the grassroots will follow them,” Brazenas maintained.

The forecast seems quite grounded, as the number of ecological farms has been steadily increasing ever since. They made up nearly 2,500 eco-farms last year, a slight drop from the previous year’s 2,679 farms. Tomas Demikis, head of the Quality Department at Ekoagras, the agency in charge of certifying ecological agriculture production, asserts that the increase should be primarily related with Lithuania’s EU membership. “When Lithuania joined the EU in 2004, the growth of ecological farms was 40-50 percent a year in 2004-2006. Only in recent years has it been slowing to single-digit numbers. This could be explained not only by the downturn, but also by the slightly decreased EU yearly payouts for ecological farming,” Demikis explained to The Baltic Times.

The EU payouts make up, on average, 400-600 litas (116-174 euros) per hectare. With the EU funding period over in 2013 and new financing prospects uncertain, local eco-farmers’ future remains dim. “We have to consider that the Western EU countries have long been working on the ecology movement, as, meanwhile, Lithuania is trotting only in its first steps in that direction, often lacking an eco-consciousness. It may take quite a while to raise the awareness here,”  Demikis pointed out. According to him, 70-75 percent of eco-farm production is exported, while the rest, mainly ecological grain, is used in Lithuanian bakeries.

However, though the ecology movement so far is quite sporadic and lacking consistency in the country, all indications are that the process is irreversible, as it gains more speed, particularly after the crisis. Major Lithuanian retailers report rising consumption of ecological commodities. “No doubt, ecology is popular again, recovering after experiencing a strong setback during the crisis. The public’s mentality and values have changed irreversibly. Eco-labeled goods have ceased being products of a premium class or items of a higher quality in a higher priced segment. Nowadays, an item’s ‘being ecological’ means it’s an exception not in the market, but rather in the same segment of products,” Skirmantas Nevidomskis, director of Maxima’s Provision Purchase Department, maintained in a press release. According to him, a 20 percent increase in sales of ecological vegetables was reported in 2010, compared to the previous year’s results. Sales of other eco-foods, including tea, jam, honey, sugar, macaroni and grits also went up an impressive 18 percent. In Maxima stores, not only ecological provisions, but also sales of ecological cleansing and washing goods, were excellent last year.

While the retailer rejoices over the increase, individual eco-friendly vendors, when speaking to The Baltic Times, admitted to dealing with certain setbacks in their undertakings. Daiva Ciuziene, owner of the eco-friendly store “Dvi sirdys” (“Two hearts”) in Mazeikiai, in the northwest of the country, admitted that “saving the planet and going green” has been her utmost striving since her childhood. “I was appalled by the approach to natural resources during the Soviet era. Therefore, when it broke up, I took on a private initiative, opening up my own store, selling exceptionally natural and ecological items,” Ciuziene related. She called her constant eco-savvy customers her “best discoveries” of the entrepreneurship. Asked about the biggest disappointments, she acknowledged they were mostly related to the state policies. “Sadly, the state’s administrative approach towards small business is deplorable in Lithuania. There is no excuse that ecology and healthy lifestyle-promoting businesses do not receive any privileges. It is miserable that functionaries in the government do not understand the importance of ecology to the well-being of the public,” Ciuziene said, pouring out her grief.

Her eco-store was the first of its kind in the little town. However, shortly thereafter, several other eco-stores opened up. The small business-owner regretted that some of them, ostensibly offering ecological products, are not up to standard. She prided herself on establishing her own eco-conscious clientele in her two stores that keep her business alive. The woman admitted that she might “consider” opening up more stores if “the right time” came. Burdened with the adverse state policy, nonetheless, she rejoices over the increase of eco-savvy people in the little town. “Eco business is doing well. I hope it will remain that way,” she said.

Guoda Azguridiene, founder and shareholder of the Sveiki Produktai (Healthy Products), specializing in eco-foods and cosmetics’ sales and running stores in the four largest Lithuanian cities, admitted to have taken on the eco-friendly business, seeing a “gaping niche and demand” for eco-goods in Lithuania. The businesswoman acknowledged that she met new “challenges” every day, but none is so disappointing as, she claims, “the senseless bureaucracy” she is compelled to deal with daily. “Besides, there is still a poor supply of Lithuanian-made ecological products,” Azguridiene pointed out to The Baltic Times. With eight stores running countrywide, she maintained that the capital Vilnius has the biggest and “the most active” eco-market. “It is very different and growing, particularly in Vilnius. Some people seek healthy natural products because of their health conditions, particularly from allergies; others used to buy ecological goods when living abroad. Some, let us be honest, give into the ‘green trend.’ However, all of them agree that they opt for our stores because they sell quality and delicious products,” Azguridiene said.

She revealed that her venture was engaged only in eco-product sales. “If we possesed ‘necessary capacities and specific knowledge,’ we might start producing eco-goods as well,” she said, pondering the possibility. According to her, competition in the eco-market is “high,” as new eco-stores keep opening up in the country. However, she asserts that “many” of them go bankrupt. The competition, she admits, has been sharpened by the rapid eco-sales expansion in the biggest marts. “However, they can compete only among themselves, as margins in the eco-goods market are much smaller than in other segments. Therefore, the market pertains to other specifics, like less profits, less advertising, and the business being oriented to long-term margins,” the Sveiki Produktai co-owner revealed. Like the aforementioned Ciuziene, Azguridiene blames the state for setting a “way too bureaucratic environment” for ecology businesses. “There are too many restrictions and controlling institutions in the business, considering that our customers are extremely eco-savvy, particularly the young,” she maintained.

Eleonora Riepsaite, a representative of JSC Biolinija, confessed to The Baltic Times that the shortage of ecological products in the market instigated her to open an eco-store. “Before starting the business, I delved into market research and [the market’s] peculiarities. The deeper I delved, the more interesting and, honestly, ugly things I found in the business. For example, a good deal of so-called eco-storeowners deceitfully label their products as ‘natural,’ ‘ecological’ and ‘bioproduct,’ which I loathe. I wanted to have something really nice and truly ecological,” Riepsaite admitted. Having started the store three years ago, she saw the market swiftly expanding over the years. “A client becoming more eco-conscious and more interested in ecology emboldens the demand for the products and the market expansion,” she asserted.

Biolinija not only sells eco-products, but also tries to educate its customers on ecology issues. In Klaipeda, with more than several dozen eco-stores in business, Riepsaite acknowledged that competition is “large,” however “healthy.”
“To stay afloat, we strive to have an exceptional commodity assortment, offering our clients such brands of natural and ecological products that other stores do not put on their shelves. In addition, we try to be flexible with our prices, suggesting both more expensive, luxurious and cheaper products,” the eco-freak said. Riepsaite claims that being ecological is “very trendy” nowadays. However, as with the other entrepreneurs, she is dismayed at the state taxation and administrative policies, which put eco-friendly business on the same shelf with others.