Ricoh throws down the green gauntlet

Printer giant Ricoh is the latest company to go to pains to outline the work it is doing to make its business environmentally friendly, admitting that for a company in the 'dead tree business' that message is even more vital than for other tech firms.

However, it's not all good old-fashioned benevolence. The company insists there is business savvy behind its thinking.

The Japanese company insists being 'green' makes good business sense for itself and its customers, claiming it can keep customers happy by educating them on energy savings and more efficient use of resources - such as duplex printing and the use of multifunction devices (copier/printer/scanner) which have one plug not three. And all Ricoh kit is Energy Star compliant, so the customer can make further savings on energy bills.

A spokeswoman for Ricoh said: "A 20 per cent reduction in energy consumption can have the same effect as a five per cent increase in sales."

To that end the company, like a number of its rivals, claims to have developed all manner of technologies to shave a few extra Watts off the bottom line, including faster reactivation from idle or hibernated modes to discourage customers turning off such energy-saving functionality.

But the company, like others such as Dell who last week reaffirmed its commitment to recycling, says it is vital that it does its bit for future generations, citing 85 per cent of current customers who said environmental issues affected buying decisions.

To that end, for every 1,000 pages printed through a Ricoh device the company dedicates a tree to that customer which is planted to encourage sustainable growth of natural resources.

Ricoh established an in-house environmental protection organisation as far back as 1976 and in the UK, Ricoh has two full-time staff working on environmental protection policies. In 2004 the company opened a green centre in Wellingborough where old kit is broken down, parts salvaged and hazardous substances recycled or made safe.

By 2007 the company pledges that no Ricoh equipment will go to landfill.