Innovation

In 1994, Dolphin Blue Inc. CEO and founder Tom Kemper saw the internet as an opportunity to launch a store to provide high-quality, sustainable, post-consumer recycled products to a wide customer base. Tom Kemper's early awareness of the opportunities the internet provided allowed him to launch one of the first online retail stores, setting Dolphin Blue apart as a pioneer in sustainable online retail.

Dolphin Blue has always sought to improve its processes wherever possible, identifying new sustainable options and implementing these processes. Dolphin Blue offers a free recycling program for office supplies, giving a new life to consumed products and extending the lifespan of these supplies by implementing a cyclical production model. Since launching, Dolphin Blue has sought to shift the demand for recycled products from "push" to "pull," enticing consumers to seek out the higher quality post-consumer products offered. Offering a wide selection of sustainably produced and recycled products allows consumers to become educated on and have access to products that encourage responsible consumption and positive climate action.

One example of Dolphin Blue's priority to the well-being of the Earth is its remanufactured ink cartridge program. Through its partnerships with recycling companies, Dolphin Blue's supply chain starts with the root of the problem: the hazardous and wasteful result of everyday printer usage. Incentivizing consumers to send in their used cartridges at no cost not only diverts more toxic plastic and ink from landfills but also gives Dolphin Blue a source for economical, recycled cartridges. It is a win-win situation for everyone involved.

Inspiration

Dolphin Blue was founded by Tom Kemper on the idea that sustainability is a goal that is an active process that should be widely and easily accessible. He was motivated to start a sustainable retailer when he noticed a lack of demand for recycled products. His goal has been to change the way recycled materials are used in businesses by incentivizing consumers to recycle and offering these consumers dependable service, quality products, and an assurance of sustainability in production. Dolphin Blue COO Michael LaBuda said, "Dolphin Blue believes we should improve wherever it is possible," showing the company's dedication to being a leader in sustainable online retail. Not only does this mindset benefit the world at large, but it also gives this online general store a competitive advantage. Selling predominantly post-consumer goods means products that have been used and recycled can be used again to create new products. This gives Dolphin Blue a sustainable business model on top of its sustainable mission.

Overall impact

Dolphin Blue is focused on providing an online marketplace for recycled and sustainable products available to individuals, businesses, and government agencies around the United States through a convenient retail setting. Dolphin Blue has also made commitments to its employees and customers. Dolphin Blue only supplies products that are manufactured in the United States, ensuring that there is a socially sustainable production model where workers are paid a fair wage. Dolphin Blue also caters to their customers, quickly adapting to shifting market conditions and customizing shipments to ensure customer convenience and satisfaction.

The baseline impact of Dolphin Blue's online general store lies within the ordinary consumer. Each and every person and company turned to Dolphin Blue's products will find themselves surrounded by a plethora of eco-friendly alternatives to everyday items. Each one of these products, from children's toys to school supplies, saves on environmental costs upon being bought and/or consumed, giving anyone interested an easy way to reduce their carbon footprint.

There is evidence of Dolphin Blue's innovative influence on sustainability and online retail. Many major manufacturers of office supplies have shifted towards using some percentage of post-consumer recycled materials in all products. Other online retailers with a focus on sustainability have begun to emulate Blue Dolphin's online retail strategy of pursuing a "pull" demand for recycled products, where consumers seek out and demand recycled products as a result of increased environmental awareness.

Business benefit

The sustainable online retail marketplace offered by Dolphin Blue has allowed the company to access a wide audience of environmentally concerned consumers. The early adoption of the online retail model allowed Dolphin Blue to become a market leader in offering sustainable alternatives. Similarly, the early emergence of Dolphin Blue allowed the company to forge long-term relationships with the suppliers of sustainable, post-consumer recycled products. These relationships are beneficial for Dolphin Blue to maintain a consistent and socially responsible business model.

Dolphin Blue has earned a reputation for reliable and friendly service, as well as a reputation of providing only durable, quality products. The quality of the sustainable products adds value for the customer, and the personal relationships Dolphin Blue has with its customers have led to increased business via word-of-mouth advertising. Dolphin Blue also fuels its own business model by offering free recycling for printer toner and ink cartridges, which are sent to a supplier for recycling, processing, and return to sale availability. This process is an example of a business strategy that both increases sustainability and re-engages the consumer with Blue Dolphin, inducing demand for recycled goods.

This build-up of goodwill also gives Dolphin the influence it needs to persuade consumers into making more eco-friendly purchasing and lifestyle decisions. Apparent in its blog section, Dolphin Blue aims to educate people on how to live sustainably. Ranging from fun home projects to what sunscreen is best for both the consumer and the environment, this general store permeates the true intent to help the planet in all the small ways it can.

Social and environmental benefit

Dolphin Blue's online store offers a variety of products that are all responsibly sourced from post-consumer recycled products or sustainable materials, ethically produced by well-compensated United States workers, and held to high standards of quality. The use of post-consumer recycled products greatly reduces or eliminates the need for use of newly extracted, natural raw materials, leaving the Earth and its resources intact. Giving manufacturers of economically friendly goods a marketplace pathway to consumers also helps keep other well-intentioned companies in business. The use of American labor in production creates a socially responsible network where workers are fairly treated and compensated. The production of quality goods ensures that the products sold are durable and therefore not wasted or thrown away due to defects. The cyclical production model that relies on recycled office supplies to create new office supplies allows Blue Dolphin to rely on an efficient and sustainable business cycle that both benefits society and the environment.

In the end, to Dolphin Blue, profit is only a fraction of the bigger picture. COO Michael LaBuda has said that their team's priority is renewability over profit margins. Whether this means partnering with new companies or changing its shipping processes, Dolphin Blue foremost prides itself on being green, and takes the best possible course of action for that purpose. As a small business, Dolphin is also able to effectively mobilize and adapt to the rapidly changing climate and sustainability landscape better than larger companies. One thing is for certain, Dolphin Blue gives consumers the resources to put their minds at ease as environmentally-minded citizens of the planet.

Interview

Michael LaBuda, COO