The innitial idea of eco-pricing was conceived in 2000. It was a product label presenting the information on green house gas emissions produced in manufacturing, packaging and transportation of foods. John Higginson was working on promoting the scheme at the time and even expressed his ideas to HRH Prince Charles. However, in 2000, environmental issues did not enjoy the amount of publicity and awareness they do today.
In 2005 business and brand consultant Laura Dzelzyte joined the initiative and they began to purify the idea. They were looking at parallel labelling schemes around the world, drawing from their strengths and weaknesses.
In 2006 the initial idea of a greenhouse gas emission label was abandoned for a number of reasons. Firstly getting exact data was extremely time consuming and expensive while the information itself seem to be too complex to gain a business utility and consumer approval.
As a result, Green Index brand was created. The idea was to give consumers a single number they could relate to, but calculation of which would include a number of factors, available on demand. It is not set out to be a precise science to achieve maximum business utility and consumer adherence.
In 2010 the concept of Gree Index has been widened to include broader research and expertise insights of sustainability.