ISO awareness essentially for retailer, not consumer

The International Standards Organization (ISO) certification and its significance is not as essential for consumers to understand as it is for the retailers. "It's not for consumers; so it's just as well that they don't understand," said ISO Secretary General Alan Bryden speaking to The Sunday Times FT last week.

"It's actually information for the retailer when they supply products from the manufacturers and they want to have sustainability of the quality of the product. It's important the retailer understands.

It's not important the consumer understands." Bryden, during a visit to Colombo, also said it is a temptation for companies to not uphold ISO standards once they receive certification. However, he said serious certification or accredited certification provides for check ups every two years and verification every year. "So in principle, they have wake up calls."

At the Key Persons Forum organized by the Federation of Chambers of Commerce and Industry of Sri Lanka (FCCISL) last week, FCCISL President Nawaz Rajabdeen said standards have a pervasive influence on development and is of particular importance to Sri Lanka if the country is to advance economically. There is a need to improve and expand trade and promote competitiveness through better standards, he said. He added that consumers today are very different to how they were a decade ago and have become much more quality conscious, alert and are far more selective. Modern day demands are difficult but do lead to better standards and quality.

Guest speaker at the Forum, Bryden said international standards today are key to international markets. They constitute the language of business, trade and technology by developing test methods, product standards and management systems. International standards are in growing demand due to the globalization of trade and consumers are looking for increased safety and protection and now, consumers are also demanding environmental protection standards.

Bryden said the ISO is a multidisciplinary institution with 157 member countries and 3000 technical committees on different subjects which put out 100 new or revised standards per month and 1200 new or revised standards each year. The scope of work of the ISO is mostly technical but the organization is now in the process of coming up with guidance on social responsibility. The other two standards organizations are the International Telecommunication Union (ITU) and the International Electrotechnical Commission (IEC).

Bryden said test methods and tools are being developed by technical committees for basic industries in Sri Lanka such as tea, rubber, spices and textiles. Standards are also being developed for engineering, building and construction. Other standards which are relevant for Sri Lanka pertain to information and communication technologies as well nanotechnology and biotechnology. He also said the ISO is looking into standards for energy such as solar and thermal energy, wind turbines and bio fuels.

Environmental management (ISO14000) has just published standards related to the accounting and verification of green house gas emissions. Also relevant for Sri Lanka is the services sector. Bryden said there is great potential in the country for tourism amidst high level of competitiveness for quality and price. The ISO has begun working on standards for wellness centers and spas.

Bryden said if Sri Lanka wants to increase its export of processed foods over exporting raw materials, manufacturers must master the quality of packaging for transport and packing for processed food. He said it is essential that products look good and be well packaged.

Standards of quality management systems of companies (ISO9001) is in its 20th year and has released the third edition of ISO9001 standards. Bryden said one million companies in over 170 countries have ISO9001 certification. (NG)