Investing In The StalkMarket Brand

This a guest post and the final article in a four-part series about greenwashing written by Buzz Chandler, president and founder of Asean Corporation, manufacturers of the StalkMarket family of Earth friendly products. The purpose of the series is to help fellow ecopreneurs better understand greenwashing, how to avoid being mislabeled as a greenwasher and what to do when you are. In this final piece, Buzz explains how the various tips and techniques he has shared throughout the series were put to work in building his own company’s brand.

StalkMarket is a leading provider of eco-friendly disposable tableware, flatware and food packaging. The company’s product line includes a wide array of plates, bowls, serving trays, to-go containers, sandwich boxes, utensils and cups made from sustainable, biodegradable plant materials. All StalkMarket products are compostable.

The majority of products are made of a sugarcane paperboard called bagasse. The raw materials we use to make bagasse are the upcycled byproduct of sugar refineries. Traditionally, this material was discarded by burning.

StlakMarket provides a vastly superior alternative to disposables made from plastic and polystyrene (Styrofoam) products. The overwhelming majority of the environmentally-conscious community embraces StalkMarket as a legitimately green company that provides an elegant solution to a daunting problem. We’ve even been endorsed by Sierra Magazine in 2005 for our efforts.

The second article in this series focuses on the importance using clear and honest communication to empower consumers to quickly and easily make informed buying decisions. In an environment where far too many companies see green as little more than another marketing buzz word, this has become increasingly important.

We’ve gone to great lengths to make sure our Website contains as much data as possible including a detailed FAQ and a link to an independent study we commissioned on the carbon footprint of our best selling product. We frequently use our blog to explain product-related topics in much more detail and as a platform to advocate the importance of composting and responsible waste disposal. We’ve submitted our products to the Biodegradable Products Institute for evaluation and testing. Over time, we’ve also changed some of the language we use to describe our products to make sure we stay in keeping with BPI, EPA and FTC industry guidelines.

I’ve said before that there is no such thing as a 100% perfect green product. There are always trade-offs that must be made. In our case, we are most commonly criticized for three things. First is the fact that our products are made overseas. Second is the fact that our products may or may not biodegrade if they are sent to a landfill instead of a composter. Third is the fact that, while they provide a better alternative to paper, plastic or polystyrene disposables, ours are still single products. Ultimately, they become part of the waste stream.

By in large, it is best to address criticism head on with honest and straightforward communication.

When it comes to local vs. foreign manufacture, the best thing we can do is help clear up some common misconceptions. Our products are transported to the US via container ship, which is one of the most efficient ways to move cargo available. In fact shipping only accounts for 1% of our product’s carbon footprint.

The landfill issue is not as simple. In reality, most of our products will break down in a non-hermetically sealed landfill most of the time. It really depends how the landfill is designed and managed. However, even if all of our products were to break down in a landfill 100% of the time, we still favor composting for a number of reasons. It is simply a better solution. Again, we use our blog to help educate and advocate.

The issue of disposability is more difficult. It is also what prompted one influential member of the green community to invoke the G word. Her view was that, if it is disposable, it isn’t green. Obviously, this is a matter of opinion. Our view is that it is unrealistic to think that people will stop using disposable products any time soon, and if they are going to be used, our products are far better for the environment than the alternative.

Rather than argue the point, we were far more successful in having a calm and respectful discussion about it. This led us to fully understand the root of her objections and to see if there was a way to find mutual understanding and agreement. The dialog was constructive. In the end, we concluded that she would no longer use the G word in reference to our products, if we advocated the use of reusable products whenever possible. We’ve both remained true to our word.

At the end of the day, not everyone will agree that the trade-offs of your particular solution are worthwhile. But if you can get your critic to understand that you both share the same big-picture goal – to help protect the planet – you stand a lot better chance of changing that person’s opinion, or at the very least, help them frame their criticism in a less destructive way.

Today we are at an important crossroads in our industry. Acceptance of green products and lifestyles is on the rise. The more we can do to help gain the trust of the consumer, the more likely they are to embrace products that help make a difference. This is not only good for business; it is good for the environment. And after all is said and done, that is what matters most.

Photo credit: Ex.libris at FLICKR under Creative Common License