Two weeks ago, CargoForwarder Global reported exclusively about plans presented by the communications agency, Lemon Queen, that its doing will be guided by sustainability criteria. We asked agency owner, Audrey Serdjebi (AS), what this means for day-to-day practice and where the agency has identified specific fields of action. After all, simply coming up with a new brand, Lemon Green, does not in itself generate an environmentally friendly, green policy – or does it?
To start with, CargoForwarder Global (CFG) wanted to know whether pressing current issues were the deciding factor for the initiative or if the idea matured over a longer period of time.
Here is what Ms. Serdjebi said:
AS: The project which has always been close to my heart and was supported by the entire team from day one, took shape progressively. It was driven by our internal Corporate Social Responsibility Audits, consultations with stakeholders, and our carbon footprint assessment. These foundational steps, along with extensive research and meaningful encounters, helped bring Lemon Green to life.
We believe that even the smallest actions can contribute to solving the greatest challenges. This conviction is at the heart of Lemon Green: no action is too small when it comes to making a difference.
CFG: Were there any role models or events that motivated you and your team to bring the project to life, transforming the idea into conceptual practice?
AS: Having worked with Guillaume Halleux on Qatar Cargo’s WeQare program, I have seen first-hand how leading by example can inspire real change. But it is communication that truly has the power to shift mindsets and drive collective action. Without communication, even the best initiatives remain unnoticed, and opportunities for change are lost.
Lemon Green is rooted in this conviction. It’s not just about what we do, but about how we inspire others to join us. Communication is the key to breaking old habits and creating a ripple effect that fosters meaningful and lasting transformation. It’s through our words, stories, and actions that we can convince others to make the leap toward a more sustainable future.
CFG: Will Lemon Green present a regular report on its sustainability initiatives and measures, creating transparency? This question arises as competitors might claim the initiative is merely a PR ploy to attract attention.
AS: Absolutely. At Lemon Green, transparency is a cornerstone of our approach, and we are fully committed to demonstrating the tangible impact of our actions – not just for ourselves, but also for our clients.
We have already completed our first carbon footprint assessment with a clear goal: to significantly reduce our emissions in the next cycle. While we are not yet publishing specific figures, this is because we are waiting for our second carbon assessment to provide meaningful year-over-year comparisons. Once available, we will share the results in a comprehensive annual report, ensuring full transparency.
For emission-heavy activities such as stand construction at trade shows, we are working with specialized experts to develop bespoke carbon calculation tools, enabling us to monitor and reduce emissions effectively. Additionally, we design and build eco-responsible stands that are guaranteed to have a significantly lower environmental footprint.
CFG: And what changes will result for you internally because of the focus on ecological criteria, i.e. for your day-to-day work?
AS: Internally, we’ve implemented an engagement charter that guides all our actions and is publicly available on our website. Our graphic designers have also signed a specific charter outlining best practices to integrate sustainability into their work.
Externally, we carefully select partners who align with our eco-responsible values, ensuring every collaboration supports our sustainability goals.
For our clients, this commitment translates into real impact: eco-friendly stand designs, sustainable event strategies, and a more conscientious approach to communication that aligns with their own CSR values. Lemon Green is not just about us — it’s about empowering our clients to communicate responsibly while making a positive environmental difference.
We are optimistic about the road ahead and confident in our ability to deliver measurable results that inspire trust and set a new standard in sustainable communication.
CFG: Are organizations such as TIACA and its BlueSky program involved in the initiative, or is Lemon Queen throwing a stone into the pond with Lemon Green, to see what ripples it produces?
AS: I find it deeply demotivating to see how often people assume that any effort to do our part is immediately attacked as greenwashing, marketing gimmicks, or having a minimal, almost futile impact. It’s precisely the opposite. Every action matters, and because there’s no such thing as a “small gesture,” Lemon Green exists to ensure every effort achieves its full potential.
We don’t have a choice. We can’t just hide behind sustainable aviation fuel. There are thousands of men and women in this industry who want to make a difference and dozens of companies that have implemented incredible ideas to be more planet-friendly. Lemon Green is here to amplify their voices. So, should we sit back and do nothing? Absolutely not — not us!
CFG: You need partners to broaden your goals. Are talks planned with customers, associations or representatives of customs and authorities at the upcoming TIACA event in Miami?
AS: Absolutely. As one example of several, I would like to mention that we will be meeting with Glyn Hughes at the Air Cargo Forum in Miami, to explore a potential collaboration with TIACA and its BlueSky program. While Lemon Green currently focuses on communication, we welcome all partnerships that align with our mission.
Our approach is not one of observation but of action: Lemon Green actively supports its clients while transforming its own practices daily. We complement initiatives like the ones already initiated by TIACA with a distinct yet aligned approach. Each entity brings its own expertise, and these can absolutely work together in harmony.
Communication is essential to convey the message of ecological transition. It is indispensable for raising awareness and mobilizing industries and individuals alike. This is our deepest conviction.
CFG: Audrey, thank you for your time and explanations
