Ecopreneurist

This is a guest post by John Simonetta, owner of Proforma Green Marketing, an eco-friendly promotional items consultancy (see proformagreen.com). John’s blogs are designed to keep us up to date on the “greening” of his industry.

Placing a company or organizational logo on a timepiece has been a cornerstone in the promotional products industry for many years.

Placing your logo on the face of a watch allows your brand to be seen again and again by the wearer of the timepiece. However it is the type of timepiece on which that logo is placed that tells the wearer the most about the organization from which the watch was given.

The mission of Sprout Eco-Friendly Timepieces is to simply “make the most eco-friendly watch we possibly can” and coming from a company that has been in the business of making timepieces for over 50 years, the company has an impressive list of claims supporting that mission statement.

By weight, the small size Sprout™ watch is 80% eco-friendly and the large size Sprout™ watch is 86% eco-friendly. What does that mean? It means making watches from sustainable and eco-friendly materials, for example their manufacture includes 99% biodegradable corn resin instead of traditional plastics, organic cotton and bamboo used in bands and faces, mineral crystal for lenses instead of plexiglass (so it can technically be recycled as all glass can be recycled), and using only mercury free batteries.

On top of that Sprout™ packaging is made from at least 80% post consumer fibers, and all Sprout™ watches are in compliance with the CPSIA and are lead and phthalate free.  The corn resin used in  Sprout™ watches is also in full compliance with the American ASTM D6400 as well as the European EN13432 standards for compostable material.

So all in all a rather bold eco statement from a very nice looking wristwatch. And happy, they look happy don’t they?

Of course this column is about eco-friendly promotional items, so it was very fascinating to recently learn that Castle Merchandising, Inc. (ASI 44315) is currently offering branded Sprout™ watches for an EQP price of around $37.00 per unit.

As well as being a great watch, I think Ecopreneurists should look at these timepieces as a great teaching tool. They are proof that a hip and functional timepiece - or indeed an common article – can be made from sustainable materials. I think these would be a great marketing idea for branding at the high school and college level, as well as for organizations working in the environmental space.

For more information on the retail Sprout sales please visit their website. If you are ASI, John Costelli is the contact at Castle Merchandising to speak with. If you are interested in the Sprout line to promote your own business, contact your local promotional items vendor or email info@proformagreen.com for information and pricing.

This is a guest post by John Simonetta, owner of Proforma Green Marketing, an eco-friendly promotional items consultancy (see proformagreen.com). John’s blogs are designed to keep us up to date on the “greening” of his industry.

Looking to get the most design for your money on Earth Day shirts this year? Well once again Vantage Apparel is offering their Name Drop Graphics program for Earth Day apparel items. And new for 2010 Vantage is offering not only screen-printed designs but also Digital Print, Embroidery, Laser etching and Laser Applique.

Vantage Apparel is one of the leaders in the industry for eco-friendly apparel, with a special focus on organic cotton t-shirts, sustainable fleece, and eco printing. With the introduction of these new imprinting methods the program has been expanded beyond just t-shirts, to jackets, fleece, bags, caps, pretty much any item the Vantage Apparel offers.

Why use the Name Drop Graphics program? A lot of organizations want to make a big splash around Earth Day but may not have a budget for a big time design when it comes to organic cotton t-shirts and other apparel items.  The Name Drop Graphics program makes getting a great design at a great price simple. In a move I can only say is very ecopreneurial, Vantage is teaming up with distributors like Proforma to offer 22 Earth Day designs ready for the addition of your organization name or company logo. Just pick your design, your color, and your apparel item, and you are done.

Runs start at as few as 12 units via digital printing methods and domestic runs can go as high as 10,000 units. Organic cotton and other eco-friendly materials are available as well as traditional fabrics. The plan is very practical in terms of matching the needs and budgets of all participants by finding the right mix of apparel options.

Schools, clubs, city departments, charities, businesses, etc., for any and all this is a great way for an Ecopreneurist to make a big splash without having to fill the entire swimming pool out of their own pocket.

If you are interested in viewing all the Earth Day pre-graphics in the Name Drop Graphics program you can download the .pdf here. For more information on Vantage visit their website.

Please note that Name Drop Graphics program for Earth Day is not mentioned on the Vantage website, so if you want more information on the program, including pricing, please email info@proformagreen.com. Or if you are in the promotional items business you can contact Julia Macdonald at Vantage.

I was listening to a report recently that determined that, rather than trying to save the planet by purchasing green cleaners, organic food and other green products, consumers generally are motivated by health- theirs and their children’s.  This is, of course, a bit of a “duh’ for me, since I and most of my marketing colleagues came up with this conclusion awhile ago. But it is a boon to green brands trying to go mainstream.

Seventh Generation’s new ad campaign reflects this new marketing philosophy as it targets moms of young children. Organic baby food manufacturers find their business booming and major brands are extending their brands to include green offerings.

This of course leaves the deep green demographic in a quandary. What to do when your favorite green “hippie” brand goes mainstream? While this seems to be a question that marketers are pondering with great concern, I think it is perhaps overblown. There is a history of niche brands going mainstream. That’s more or less how this economy works. Smaller companies come up with great ideas. The idea gains traction. Big companies buy smaller companies in niche or start their own competition brand or small niche company hits the jackpot on their own and goes mainstream.

This is of course leaves a new niche to fill. Smaller companies can then spring up to meet the needs of the recently abandoned niche.That is, if you were thinking of starting a company marketing a product to the deep green consumer…now if the time. Read the rest of this entry »

Part 2 in a series where Krates Ng (co-founder of Mokugift environmental rewards) interviews fellow ecopreneurs.  Today, Krates interviews Linda Lannon of PeopleTowels.

1) Why did you start PeopleTowels?

My business partner, Mary Wallace and I started PeopleTowels, because we believe that every person can have a positive impact on the environment by making small lifestyle changes.  PeopleTowels is one of those small sustainable acts with a big environmental impact.

2) Is there a story about the name?

Actually my son came up with the name.  We liked PeopleTowels because it’s a wake-up call that paper towels are a mindless convenience that are not eco-friendly.  The name also empowers every person to have a sustainable choice rather than be forced to use paper towels or air dryers when they’re out and about.

3) What was the toughest challenge in getting your company started and how you got over that?

Our business is only 3 months old. Our biggest challenge is awareness.  We are a new category in sustainability and we need to get the word out about our product and it’s environmental benefits.  When people realize that by switching from paper towels to PeopleTowels in public restrooms, in one year they will save ¼ of a tree, decrease landfill by 23 lbs and conserve 250 gallons of water, they “get it.”  Almost everyone we meet wants to do the right for the environment – something within their control that doesn’t cost a lot, yet has a positive environmental impact.  Cloth grocery bags, coffee mugs at work, reusable water bottles and now PeopleTowels are part of that eco-friendly lifestyle.  These small changes multiplied by millions really have an impact.

4) Can you describe the moment when you knew that PeopleTowels hit full stride as a business?

After 3 months, we have a ways to go before we hit full stride. However, I believe full stride for PeopleTowels will be similar to reusable water bottles—when PeopleTowels are widely adopted by individuals and businesses and the corresponding environmental benefits of saved trees, reduced landfill and water conservation are realized.

5) If you had to pick one product in your lineup, which one would you showcase and why?

While we’ve had nothing but a positive reaction to all of the eco-chic designs in our inaugural product line, the best-selling PeopleTowel is ‘This Is Not A Tree’.  It says it all- with a funky all-over tree design and the words – This is not a tree.  It’s really fun and our customers love it.

6) How is PeopleTowels going to grow in 2010? And how can other ecopreneurs help?

PeopleTowels will grow in 2010 in several ways.  For the B2C aspect of our business we are using all the social media channels to spread the word about our new product.  We are currently sponsoring our first annual Earth Day design contest.  After the online voting for the best design we’ll manufacture the winner’s design on a PeopleTowel and sell it online. 2010 will be a strong year for the B2B side of the business as we develop and grow relationships with retail partners and businesses.

My fellow ecopreneurs can help in the same way I can help them— by creating awareness through their social media networks; be it blogs, Facebook or Twitter for PeopleTowels.  At PeopleTowels we are constantly looking for eco-solutions, innovations and companies with whom we can partner or write about.  I hope other ecopreneurs  reading this blog will get in touch with me.   I’ve meet some phenomenal ecopreneurs and  though we have different approaches, different ideas;  I believe we all have the same motivation for starting our new businesses—reducing our environmental impact and leaving the planet a better place for future generations.

This is a guest post by John Simonetta, owner of Proforma Simonetta Freelance, an eco-friendly promotional items consultancy (see proformagreen.com). John’s blogs are designed to keep us up to date on the “greening” of his industry.

Like other promotional items suppliers, for 2010 All-In-One is both reducing costs on their eco-friendly line while also increasing the number of eco related items in their inventory.

For me this is another sign of the marketplace getting what it wants when it comes to eco-friendly promotional items, namely more choice and lower prices.

A stand out here is the Eco Max Recycled Pen™. Eco Max Recycled Pen™ is a click style pen with a 100% recycled plastic barrel and an EQP price of just $0.36 with one color imprint.

This is nearly a $0.10 reduction on the 2009 price of the Eco Max, but other than price, nothing else has changed, it is still the same sturdy unit. With over 5 billion pens sold a year in the USA, this is a great, basic place to start to green the office.

As a variation on this theme All-in-One line also offers the Eco Grip Recycled Pen™ at EQP $0.46, which has a contour-molded plastic grip section. Again, a good sturdy pen.

The Eco Max Recycled Pen™ and Eco Grip Recycled Pen™ are both samples of the new generation of plastic pens made from recycled content. In that respect they are taking materials out of landfills. However these pens are not themselves recyclable, nor are they biodegradable.

If you are an ASI member Steve Smidt is the contact to talk to at All-in-One. If you are interested in these items to promote your own business, contact your local promotional items vendor or email info@proformagreen.com for information and pricing.

I had the pleasure of being the guest on a (the?) twitter #SmallBizChat last night.  The brain child of up and coming small biz powerhouse Melinda Emerson (a.k.a. @smallbizlady), #SmallBizChat happens every Wednesday night from 8-9PM EST.  Melinda, along with her co-host Cathy Larkin (@CathyWebSavvyPR) run a great event that is worth checking into as a listener/participant but also as a guest.  The whole evening is topped off with a PDF transcript of the event made available within in minutes courtesy of Sonia Schenker (@yourjobmyoffice).

Last night’s topic was, obviously, greening your small business.  I had prepared a dozen questions and answers and was expecting to field additional questions. But what happened, and here’s the beauty of Twitter and why this kind of event is Twitter at its best, is that a real dialogue occurred.  I didn’t have much chance to interject, mostly because several people had perfectly good answers that came from their day to day operations. For example, when question #2 was posted:

I, as planned, posted my 140 character response:

Its a perfectly fine answer, but the chat took off and many other terrific “definitions” kept popping up. Read the rest of this entry »

Bryan Welch, publisher of Utne Reader, Mother Earth News, and Natural Home Magazine, gave the keynote address at Green America’s Green Business Conference in San Francisco. (Take a look at TriplePundit for my 5 articles over the last few days on the hot topics of the conference).   His guidelines for a sustainable future are simple and beautiful.  As was his slideshow of his goats he raises in a humane manner on his Rancho Cappuchino (a tongue-in-cheek reference to being called a Cappuchino Cowboy by a more traditional rancher) in Kansas.

But one particular question in the Q&A session gave him pause:  is the green economy the latest in the dot-com bubble mold?

Read the rest of this entry »

Someone recently asked me if there was a public health angle to greening small businesses.  After thinking it over, it became clear there is.  First, when we talk about green we are also talking about issues of safety and health: Materials should foster healthy environments, current and future. This means avoiding toxic and dangerous chemicals. It means using an appropriate ventilation system. It means projects should be well-built to minimize safety risks to the occupants (fire, collapse, etc.). It also means making larger ties between the products we buy and energy security, homeland and foreign security, and other “issues of the day.”

Please keep in mind that there are 27 million small businesses in the US and consider these facts from the SBA: Small businesses…

• Employ just over half of U.S. workers. Of 119.9 million non-farm private sector workers in 2006, small firms with fewer than 500 workers employed 60.2 million and large firms employed 59.7 million.
• Represent 99.7 percent of all employer firms.

I see three distinct public health implications:

Public Health Implication #1: I have a case study in my new book that talks about greening that is recognized by the EPA and OSHA as exemplary and that points out that quality, environmental, health, and safety standards are all intertwined; a company that set and meets the highest health and safety standards is the surest route to profitability and competitiveness. The Ideal Jacobs Corporation, a commercial printing company in NJ, has been recognized by both the EPA and the Occupational Safety and Health Administration (OSHA) for environmental and social responsibility. One of a few, small independent manufacturers in the EPA’s Performance Track program—a program for companies with the best environmental management systems in the country.

Says Andrew Jacobs, President: “You can’t get the best profits, you can’t even compete worldwide unless you are the ultimate in making as little garbage as possible, having the least amount of it around so your people won’t get sick, and being one of the safest you can be. So by being the best employer, you’re also being the most profitable.”

Jacobs chose to focus on two high-impact areas of his business: solid waste and hazardous waste.

“After working through the EPA application [twice], I realized the correlation between reducing solid waste and higher profit margins. It suddenly dawned on me: Of course, create less pollution and [you’ll] have more end-product…We invited in OSHA, which was unheard of at the time. Then, I realized that the healthier and safer our place was, the more money I was making. Every click we made in terms of quality, environmentalism, and safety, every time we notched up, we made more money.”

Since 2002, the company has reduced its solid waste per dollar of sales by more than 50%. By substituting less toxic materials in its sheet-fed printing operations, the company achieved an 18% reduction in pounds of solid waste per $1 in sales and a 23% reduction in pounds of hazardous materials used per $1 in sales. Ideal Jacobs is proof that good sustainability practices are good for business.

Read the rest of this entry »

All this talk about going green, do we really know what exactly it means?  Companies invest millions in trying to segment the green market. There’s the BBMG Conscious Consumer Report.  The Roper Green Gauge. The Landor ImagePower Green Brands Survey.  And on and on..(..so many segments, so little time!) Maybe more importantly: When we talk about green are we talking about the same thing?  Apparently not.

This week I spoke with Jamie Wimberly whose firm, EcoAlign, just came out with a report called “Green Gap Redux: Green Words Gone Wrong”. Wimberly is CEO of Distributed Energy Financial Group (DEFG), a company in the clean tech space that includes EcoAlign. Jamie has nearly 20 years of experience in the energy and environment space, previously having served as the Vice President of the Consumer Energy Council of America (CECA), the President of the Center for the Advancement of Energy Markets (CAEM) and a Director on Boards of technology companies. He is a published author, frequent speaker and the Executive Producer of the award-winning Day In The Life Of (DILO) video.

Q: Hi Jamie.  Before we talk about the “Green Gap Redux” report, can you talk about how your focus on energy makes EcoAlign different from other green marketing agencies?
A. I was attracted to the energy sector because it impacts so many of the big issues of our day, including the environment, and is integral to modern society in all aspects.  The relationship between energy and environment is a symbiotic one, meaning that we won’t be able to clean up our environment and manage climate change without a transformation on how we produce, deliver and consume energy.  Our deep expertise in energy (the partners alone have over 50 years of collective experience in the sector) means that we can go beyond your usual agency engagement and truly discuss all aspects of strategy – operational, financial, marketing, etc.  As such, we are able to elevate the discussion of such things as messaging/ communications, product development, customer engagement, campaign design, channels and metrics, and other marketing-related activities to the C-level suite of our clients.  Finally, I would note that “sustainability” is evolving into a complete management model.  For that transition to be effective, you need to have a lot of skill sets and a strategic perspective that only comes from a deep understanding of all the moving pieces of a company. The end goal is for sustainability to become a business and economic driver to enhance profitably. Read the rest of this entry »

If you are thinking about ways to green your supply chain, you’re not alone. A Supply Chain Consortium survey showed that organizations of all sizes are implementing sustainability initiatives throughout the supply chain not only to achieve regulatory compliance, but also to improve brand image and customer satisfaction.

What does that mean? The most effective greening of purchasing involves thinking about your entire inbound supply chain with an overriding purpose in mind: to select and purchase goods and services that are affordable, and have the least possible environmental impact throughout the course of every phase of their lifecycle including manufacturing, shipping/transportation, use, and recycling or disposal. And, contrary to popular belief, green purchasing does not always have to mean higher costs—although sometimes it will. In fact, by greening your supply chain you can often streamline your purchasing process, reduce overall costs, and improve your environmental footprint.

There are five good supply chain strategies that can be used to reduce waste. You can start by considering strategies that reduce the physical distance between where materials are sourced and where they are used. These strategies not only help reduce travel-related emissions, but also often result in shorter times to market and lower inventory holding costs:

Buying local is an excellent greening strategy. There significant social, environmental, and economic benefits to creating local economies. At this writing, some thirty-six cities and towns—from Albuquerque to Tampa—have adopted programs to label and promote locally owned businesses. It is always worthwhile to check with your vendors about the availability of local products and materials. Buying local also provides business owners with more control over their materials and end products. As an example, one wholesale distributor of locally grown food products in Michigan tells the story of being able to deliver poultry products that are cut to customer specifications quickly and on a regular basis, something that would be impossible if he were using larger, more distant vendors. The Business Alliance for Local Living Economies (BALLE) is a good resource for finding a local business network in your area.

Read the rest of this entry »