In 2004, Ray was appointed Director of Social Responsibility for Kingfisher, the world's third largest improvement retailer, where he is accountable for developing the group's global environmental, diversity, ethical and community policies and programmes. Ray played an active role in the production of the UK Government's Cabinet Office report, 'Winning the Generation Game' and is a member of the Cambridge University BEP Climate Change Leadership group and the Business in the Community Market Place Impact taskforce. He is also Chair to the EuroCommerce and British Retail Consortium policy advisory groups on Corporate Responsibility. Mel Poluck spoke to Ray Baker.

What are you working on now?

"Kingfisher has been working with the Carbon Trust to measure our UK carbon footprint and develop our strategy to reduce its impact. Kingfisher has a target for improving energy efficiency across stores and as part of our environmental and social management system 'Steps to Responsible Growth,' our operating companies are working to tackle carbon emissions related to energy use in stores, transport, waste and through products.

"Additionally, we are working to tackle climate change issues at a strategic level with businesses and government through our membership in various trade associations. Kingfisher is a member of the Prince of Wales Business in the Environment Programme UK and EU Corporate Leaders Groups on Climate Change, which both bring together business leaders from international companies to develop new and longer term policies for taking climate change. CEO of B&Q UK participates in the programme on behalf of B&Q and Kingfisher.

"Kingfisher is a Corporate Partner of Forum for the Future's Business Network and is working with them to develop a sustainability vision and strategy."

What are the key ingredients for success of a low carbon initiative?

"Our focus is to maximise the opportunities for reducing our own emissions and environmental impact and that of our supply chain. Plus through new product innovation and information, help our customers to save energy costs and reduce their own carbon footprint. For a responsible business, carbon management should not be an isolated issue, but integrated within an effective CSR programme and built into business strategy."

What are the biggest challenges you face and how do you deal with them?

"As an international business, we are tackling climate change issues in 10 different countries. The opportunities for reducing energy use vary between different operating and regulatory environments. We are striving to achieve energy efficiency improvements in all our operating companies and to engage our customers in very diverse markets."

How do you encourage clients and staff to become 'greener'?

"In order to raise general awareness of CR issues amongst all employees, we have initiated a group internal CR communications campaign where regular articles and information on our CR achievements are included in Kingfisher's internal magazine and on our intranet site.

"A Corporate Centre internal awareness campaign on climate change - 'Get your House in Order', was launched during Energy Saving Week (22-29 October). A campaign website has been set up to help employees to calculate their carbon footprint (using the Directgov CO2 calculator) and make a pledge to reduce their impact. To encourage employees to participate, Kingfisher is donating £5 to Save the Children for every employee that makes a pledge. Employees are given a list of pledges they can choose from, which show the CO2 reduction and also cost saving.

"Kingfisher's CR Steering Group meets twice a year and brings together representatives from all operating companies to share information and best practice. We provide specific training and guidance to our operating companies on issues including timber, chemicals and factory working conditions. Workshops on CR and the Steps programme have been run for Kingfisher's newest operating companies including Trade Depot, Castorama Russia and Brico Dépôt, Spain.

"Our operating companies raise awareness of CR internally within their businesses, for example Castorama France has recently launched an e-learning programme for store employees on environmental issues (timber, chemicals and water) associated with garden centres."

What future carbon reduction initiatives are you planning?

"As part of our current project with the Carbon Trust, we are developing a carbon management strategy for the group, encompassing actions to tackle carbon emissions from all our activities. This will be agreed at the end of the 2007 and rolled out to the operating companies next year. We are working on a range of projects including store energy use, transport efficiency, waste and recycling and energy efficient products."

What are your proudest 'green' achievements?

"We are proud to have achieved 'Platinum' status in the Business in the Community 2006 (BITC) CR Index with a score of 97% also to have received recognition for the work that we do by being awarded the BITC Big Tick award as a leadership company for our "Impact on Society" in 2007 was a significant achievement for us. As was being voted number one in a list of Britain's Top 'Green Leaders' and seventh in the world and ranked fourth out of 20 'most ethical firms' in the Observer/Co-operative investment survey."

"Other key achievements for us include being selected as one of the 'Global 100' Most Sustainable Corporations and included in the FTSE4Good and Dow Jones Sustainability Index."

What advice would you give to someone starting out in your role?

"When starting from scratch, keep it simple - don't try and do it all at once and be clear on your short and long term goals.

"Develop a pragmatic approach which people understand and are willing to buy into.

"Balance the moral, ethical and business drivers and embed your principles across the whole business, top down and bottom up.

"Ensure you have a well communicated strategy with clear objectives, desired outcomes, measurements and targets; and above all be passionate about your work and achievements."