WHEN the going starts to get tough in business, cutting back on waste can help companies survive.

That's the message from John Barraclough, Envirowise regional manager for the West Midands, who says his warning comes as the manufacturing and service sectors face even greater pressure to increase prices than at any point in the past.

With continued concern over the effects of recent stock market falls, Worcester companies could understandably be feeling the squeeze.

Yet by taking a more environmentally efficient approach to managing their resources, local firms could relieve some of this pressure and actually save themselves money.

"Our region's companies will be acutely aware of the recent business headlines that appear to signal a difficult year ahead economically," said Mr Barraclough.

"But by banishing wasteful practices now, companies can put themselves in a strong position - one that could potentially mean not having to pass on price rises to suppliers.

"In turn, this could have the added benefit of safeguarding valuable business relationships."

Companies should consider how they can cut levels of waste associated with every stage of their business activity, such as looking at how to reduce raw material usage, both on products and on packaging and passing on the sustainability message to suppliers "It is all about local firms meeting the current economic challenges head-on," Mr Barraclough said. "As the President of the European Commission called for this month, seeing the environment as a real business opportunity, rather than an unwelcome diversion."