ICU Eyewear CarbonNeutral® Company

“Not only have we achieved CarbonNeutral certification, but it has allowed the business to identify areas for internal improvement that may not have been brought to light otherwise.”

Jamie Tipton, Senior Director of Marketing and E-Commerce, ICU Eyewear

A pioneer in the eyewear industry, ICU Eyewear was the first to develop and implement a manufacturing process for eco-friendly reading glasses made from reclaimed plastic, recycled metal and sustainable bamboo. 

When Jamie Tipton, Senior Director of Marketing and E-Commerce at ICU Eyewear joined the business after three years working for Fair Trade USA, he was keen to promote these eco-attributes across the 1,000+ natural product retailers that stock the company’s products. With an understanding of the value of certification marks, Jamie wanted an external “stamp of approval” to reinforce product sustainability and the company’s broader corporate responsibility approach.

Since achieving CarbonNeutral® company and product certification in 2013, ICU Eyewear has included the certification mark on all its packaging and has been recognised as a best practice example of environmental action for one of its key customers – Whole Foods® Market.


 “We communicate the story of our products with retailers during trade shows,” said Jamie. “If we can engage retail staff – those who are on the shop floor interacting with consumers – that’s the best audience to promote what we are doing,” he continued. 

Through its CarbonNeutral programme, ICU Eyewear supports projects in key business locations China and California – to ensure the programme resonates with its staff and delivers local impact beyond emission reductions.

In addition to the value certification has brought to ICU Eyewear, the annual footprint assessment process has enabled the business to focus on operational efficiencies. “Not only have we achieved CarbonNeutral certification, but it has allowed the business to identify areas for internal improvement that may not have been brought to light otherwise,” concluded Jamie.