Eco-cleaning positioning

• What counts as eco

  Chemistry certifications: EU Ecolabel, Ecocert, Nordic Swan; dilutable concentrates; microfiber over disposables; dosing systems vs free-pouring.

• Where eco loses

  Old grease, scale, post-renovation cement film — eco products need 2–3× the time or fail outright. Label such work honestly.

• Who buys it

  Childcare, clinics, offices with ESG policy, allergy-sensitive clients, certified HoReCa. Check tender specs — eco is often already required.

• Pricing

  10–25% premium for certified chemistry and dosing — sell it as a service level, not a 'nice option'. Show certificates in proposals.

• Proof

  Chemistry list with certificates, dosing method statements, staff training, before/after photos. Without documents 'eco' is a label.

• Greenwashing risks

  Don't write '100% eco/hypoallergenic' without proof — in some jurisdictions that's misleading advertising with real fines.

'Eco' is positioning, not technology: without certified chemistry and documented procedures it's greenwashing that B2B clients check in tender docs. Honest limit: heavy soils (kitchen grease, scale) often need conventional chemistry — write that into proposals.