The objectives of Good Environmental Choice Australia (GECA) Ltd in delivering a credible independent environmental labelling scheme are to:

b) Provide a clear, credible and independent guide to consumers wishing to take account of environmental factors in their purchasing decisions;

c) Encourage consumers to purchase products which have lower environmental impacts;

d) Recognise genuine moves by companies to reduce the adverse environmental impacts of their products;

e) Aim ultimately to improve the quality of the environment and to encourage the sustainable management of resources.

The number of ecolabelled products is growing all the time, and today you can find internationally a large number of self-created and independent environmental labelling agencies. In Australia the 90's brought a number of semi-government and community attempts at certifying timber products, laundry detergents and organic foods. Of these unfortunately at the turn of the millennium only three areas of the market have any sort of independent, consistent and recognised standards, those being organic foods, the water efficiency label and the energy use/greenhouse related labels. The rest of ecolabelling in Australia is largely a range of self created labels by companies  which often mislead the consumer or suggest the environmental performance is greater that it really is.  The Australian community now recognises the importance of environmental performance of products, however manufacturers are now finding that there is a lack of a recognised ecolabel to bring their product to the market based on environmental performance. In some instances it is quite easy for manufacturers to place their own ecolabel on their product without changing the design and life cycle effects of their products and services.  It is recognised in Australia that this type of behaviour can  misrepresent environmental performance to the public. 

The goals of GECA in launching the Good Environmental Choice label and the environmental performance standards are to be an independent environmental certifier of products and offer an environmental labelling and environmental marketing solution for the Australian market. We believe in providing the benefits to producers which have taken the significant costs and steps to improving environmental performance of their product or service or whose product or service speaks for itself in terms of reduced impact on the Earth's ecosystems.