Sustainable Initiatives by Andrea Dean

Michael Kramer of Natural Investments and founder of the Kuleana Green Business Program interviewed Joel Makower. Joel Makower, author of Strategies for a Green Economy and Chairman and Executive Editor, Greener World Media (GreenBiz.com)will be the keynote speaker at the Kuleana Conference & Trade Show on May 6th at the Sheraton Keauhou Bay Resort.


(1) What is your definition of a business that is “green”, “socially responsible” or “triple-bottom-line”?


It sounds odd, but I don’t think any company ever really achieves the state of being “green” or “socially responsible.” But they can move in those directions. In other words, companies can be “greener,” but probably never “green.”

In essence, being greener has to do with operating in a way that aligns a company’s business goals and objectives with the needs of the environment and the people they impact — employees, suppliers, customers, neighbors, etc. The goal is not merely to “do less bad” — that is, to reduce or even eliminate a company’s negative impact on the environment (though that’s an admirable goal), but also to find ways to have a positive influence, creating profitable products and services that are better for people and the planet.


(2) What are the key factors necessary for a business to transition to a triple-bottom-line approach?


It all starts with self-awareness — fully understanding how your company impacts the environment. Most companies don’t understand this. They may know what happens within their walls, but that may be only a small portion of their actual impacts. For example, when Levi Strauss examined the impact of a pair of “501” jeans, they found that more than 95 percent of the life-cycle impacts took place outside of their normal sphere of influence — that is, within their offices, contract factories, distribution centers, and retail outlets. The biggest impacts came from two places: growing cotton and washing jeans at home. So, while they’ve done the basic “greening up” activities within their own operations, they’re focusing their efforts in supporting sustainable cotton production, and they’re partnering with Procter & Gamble to design a line of Signature jeans (the Levi’s brand sold at Wal-Mart, Target, and other discount chains) that can be washed effectively in cold water.

Of course, once you fully understand your impacts, you need a comprehensive plan in place to address them. Ideally, it will be supported form the top down and the bottom up, and becomes a part of how individuals’ performance is assessed. It can be a long-term plan over many years, and your company may never reach perfection, environmentally speaking, but you need to be able to demonstrate to a wide range of parties — customers, employees, the community, activists, and others — that you’re taking things seriously, that you’re on the case.

Third, you need to be talking about all this openly and authentically — not just proclaiming “Hey, we’re going green!” but putting it into context, talking about how your initiatives fit into the larger picture. The public wants to know that you understand that each individual commitment or achievement, however impressive, is only part of a larger journey your company is on to reduce or eliminate its negative impacts.

If you can demonstrate that you understand your impacts, have a plan in place to do something about them, and are open and authentic in how you talk about it, I believe you’ve got the key ingredients to succeed.


(3) What evidence is there that companies can be equally, if not more, profitable by becoming green?


A great many green business initiatives are about improving efficiencies that they eliminate practices that resulted in waste and pollution. Examples are energy and water efficiency, paper reduction, and pollution prevention measures. In most cases “pollution” represents something that a company bought, didn’t sell, and often had to pay to get rid of — that is, it’s an inefficiency. So, reducing these are good for the bottom line.

Beyond that, being a greener business can produce other sources of business value: increased sales, reduced costs, improved quality, reduced risk, increased ability to attract and retain talent, new products and markets — and, of course, improved reputation and customer loyalty. Not all of these are hard costs that can be easily measured, but smart companies are finding they can derive such benefits, even if they don’t always show up on a balance sheet.


(4) What has the economic downturn done thus far to either stunt or accelerate the “green economy”?


It’s done a little of each. Much of going green involves efficiency — energy efficiency, waste reduction, pollution prevention, and the like — which can cut costs, improve quality, and reduce risks, which are good to do in any economy. So, greener businesses often are more competitive, able to withstand challenging times.

But the recession and the credit freeze is also slowing or stopping a great many initiatives, notably those that require any significant investments. This means that building retrofits, or upgrading to more efficient motors or building air conditioning systems may not be possible at this time. It is possible that the federal stimulus efforts will enable state governments to create incentives and subsidies for energy efficiency or renewable energy. But this remains to be seen.


(5) How will the new Administration’s green jobs agenda truly impact this nation?


No one’s really sure, though nearly everyone is hopeful. The good news is that President Obama “gets” green jobs and the benefit they can bring to the economy. He understands that green jobs may be a pathway back to prosperity. But it’s unclear how many jobs the government can create. And we don’t really know how to define a “green job,” other than some obvious things like solar panel installers or wind farm developers. There are literally hundreds of potential green job categories. So, there will likely be some squabbling among policymakers, activists, companies, and others about what really is, and isn’t, a green job. All of which may hinder the growth of these jobs. As I said, no one’s really sure.


(6) In the next 4 quarters, what green subsectors do you anticipate will witness the most significant economic growth and job creation?


Anything having to do with energy efficiency will be on a growth trend for the next year. That includes auditors, weatherstrippers, makers and installers of “smart” meters and other gadgets that help companies and homeowners understand and track their energy usage.

Beyond that, it’s really hard to predict. We’re in uncharted waters, both environmentally and economically.

Pictured at right: Kenneth Sheeks- Hawaii Skylights & Solar Fans, Michael Kramer- Natural Investments LLC & Kuleana Green Business Program founder, Andrea Dean.


On Wednesday night at the Kona-Kohala Chamber of Commerce after hours, my company was recognized as a participant in the Kuleana Green Business Program.


The Kuleana Green Business Program recognizes businesses that promotes ethical and socially responsible business practices and environmental stewardship. Chamber businesses apply to the program and are evaluated based upon the following criteria:


• Product/Service Quality
-Unique products / services that deliver benefits to consumers, society and the environment.
• Community Relations & Benefits
-Activities that help the community to flourish socially, culturally, and economically.
• Customer Relations
-Strategies to provide outstanding service and attain customer loyalty.
• Employee Relations
-Policies for hiring and retaining employees, and for promoting accountability
• Environmental Stewardship
-Actions to minimize the business’ impact on the land, and efforts to conserve and regenerate resources.
(Source: Kuleana Green Business Program website)


Some of us think all businesses should integrate social and environmental strategies into their operations. Just the application process to Kuleana is a learning experience. Apply today! The committee has people to help you with your application.

On Saturday, October 18th, I attended a great workshop organized by agroforestry advocate, author and photographer Craig Elevitch. Craig’s latest endeavor is the Hawaii Homegrown Food Abundance project. Craig and a number of other people (myself included) will eat entirely from their own property for one year to demonstrate that we can provide an abundance of food to support ourselves on a typical family homestead.


The subject of food self-sufficiency is very much of interest to Big Island residents. Craig is the rock star of food self-sufficiency, at presentations island-wide about the Hawaii Homegrown Food Abundance project often 100+ people show up to hear him speak. Saturday’s event, entitled Hawaii Island Homegrown: Food Self Reliance Workshop was focused on very practical how-to information about growing an abundance of your own food. Presenters included Nancy Redfeather, owner of Kawanui Farms and Program Director of the Hawaii Island School Gardens Network, Tom Baldwin, Uluwehi Farm, Ben Discoe, Ahualoa Egg Farm, Bonnie Perata, organic farmer, Melani Bondera, Kanalani Ohana Farm, and Ken Love, Hawaii Fruit Growers Association.


Dirt First! was the theme of Nancy Redfeather’s presentation on increasing soil fertility. Tom Baldwin taught us about plants with “staying power” and Craig gave us some “Leaves to Live By,” in his presentation about perennial leaf vegetables. As a person who has been known to kill even the heartiest garden plants- I am all for perennial left vegetables and have edible hibiscus, chaya, manioc and Okinawan spinach growing in my yard. Although not enough, I learned at the workshop. In order to really eat from my yard, I need to plant a lot more of all of those things- like 75 more of each plant! While I am a bit plant challenged, I do have a good time with chickens.


Ben Discoe and Bonnie Perata both gave great presentations about chickens. Bonnie shared her hard won experience with chicken tractors and Ben focused on non-imported food sources for chickens. At lunch we broke into interest groups and I was very happy to have a seat at the chicken table. All of my chicken questions were answered by Ben & Deb Discoe and my fellow participants. And we couldn’t help sharing some funny chicken stories. I must admit I get more pleasure out of watching the chickens (because they make me feel really smart) than I do out of eating the eggs. As Nancy Redfeather says, “Grow what you love to eat first.” I love to watch chickens, not eat them, but close enough. Ken Love is known as the “tropical fruit guy” and presented on Fast and Furious Fruits. The variety of fruits that you can plant for home use or market in Hawaii is really astounding and Ken has done all the research for you! Melanie & Colehour Bondera are like a modern version of the American pioneers (only the hearty, survival qualities we admire!) They grow and make their own jams, meads, chocolate and organic Kona coffee. Growing food or buying local food is one thing, learning what to do with it is another. Melanie reviewed some food processing methodologies with us such as- canning, drying and freezing.

Craig Elevitch is currently in the fund raising phase for The Hawaii Homegrown Food Abundance project. The demonstration sites will serve to generate data for community education about food self-reliance. We all know that about 85% of our food is imported and there is only about a weeks worth on food inventory in our stores at any given time. While government can play a key role with incentives and legislation to reduce our dependence on imported food, we can also solve the problem at the individual and community level.


The goals of the Hawaii Homegrown Food Abundance project as stated on the website are to:

1. educate community and school groups about our food security, local agricultural production, diversifying farm and garden markets, and nutrition and what we can do to improve them;
2. research and demonstrate the feasibility of providing most of a family’s nutritional needs and partial or full income without reliance on imported fertilizer, chemicals, or other inputs; and
3. produce a manual for import-free homegrown food abundance for consumption and sale in Hawai’i.


I feel so fortunate to be a part of such a vibrant sustainability oriented community. My own community in North Kohala is also very pro-active, the Sustainable Kohala coalition keeps local self-reliance on everyone’s agenda.

I was thrilled to have been one of 80 women chosen from over 3,000 applicants nationwide to attend the WomenRule! O’s White House Leadership Project training in New York this past June. The training was conducted by The White House Project. The White House Project is a national organization with a goal of advancing women’s leadership in all communities and sectors.


I began my professional career 20 years ago in green business consulting and I was ready to come full circle. Throughout the last year, I have been the Business & Sustainability Manager at Volcano Island Honey Company, a great example of a green business in Hawaii, and I was feeling ready to take some of what I have learned combined with my ideas to a wider client base. My winning business vision is to green business and government in Hawaii through coaching, consulting and education. (As you can see from my website!) The WomenRule! O’s White House Leadership Project training gave me the confidence boost that I needed, a deadline to work towards (the magazine release), and some practical tools to jump start my business. This is a series of articles on what I learned from all of the amazing woman presenters at WomenRule!, beginning with Susan Sobbot, President & General Manager of OPEN from American Express.


What I learned from Susan Sobbot


Focus on what only you could do and let others do the rest.
Know yourself: do what you do best and hire others to do the rest.


This is excellent advice. This really helped me to focus in on what my strengths are and to partner with other people to provide a wider range of services. My strengths are as a strategist and communicator- as a coach, trainer, strategy facilitator. I am also a good consultant, but this aspect of my business was strengthened by partnering with Tracy Solomon. Tracy is the Sustainability Coordinator at Kona Brewing Company and has brought green business practices in Hawaii to a new height. She dives deep into all of your kilowatt hours and gallons of water used- driving towards concrete environmental results. My other strategic partnership is with Mary Traynor of Akamai Promotions. Mary has been a huge help in designing and implementing my online and print publicity strategies and will bring those skills to the table for my clients as well. There is designing and implementing your green business strategy and then there is communicating it to your customers- that is where Mary comes in.


I am Super Woman and I know you are too (or you may be a SuperMan), but we really don’t have to do it all!


Ask yourself these questions:

My self-imposed Sustainability Chronicles project dictates that I undertake a new eco-action each week. Well… I have been a little behind, but here is my eco-action for the month: Organize a Seed Exchange! The Big Island community was out in full force for the Kohala Country Fair on Saturday, October 4th. The morning started with a light rain, which opened up to a beautiful sunny day- the perfect planting environment. Deep inside the Green Zone was the Seed Exchange.


With help from Eddie, Jessica, Jim, Krista, Isaiah, Mike, Connie, Ajaxx, Bill, Evan, Neil, Tim, Jim and Daz, North Kohala’s first seed exchange was a great success. Krista wrote a great article in the Kohala Mountain News which resulted in numerous requests for the Mighty Moringa! Moringa was the tree that took the day. Jessica and Jim brought kalo, sugar cane (which was a huge hit with the keiki) and GMO free strawberry papayas. Jessica was spreading the gospel of seed exchange all day- letting people know that they could take freely, and come back next year with some of their abundance to share. Neil brought ipu gourd seeds, milo, kou and coco’s. Evan was the man with the hot peppers and all the answers. Anyone with a gardening question was sent over to Evan.


Mike was an enthusiastic and energetic presence all day, talking story and sharing his veggie and herb seeds. Ajaxx and Connie, who are starting a seed bank in Hawi, gave away lots of veggie starts and sold their seed packets to support the seed bank. Bill was the man with the purple asparagus and shiso. Only the truly blessed got some of that! So many other people dropped off seeds and plants- Richard, Natalie, Tim, Richard, Susan, Nelson, Jim, Peter, and many others. Daz found a shady table and held down the seed space while visiting with friends and neighbors. Allison joined us later in the day and helped fold up all the tables and chairs.


Nancy Redfeather, the Big Island’s earth mother of seed exchanges organizes the Hawaii island Seed Exchange, which happens annually at the Amy Greenwell Ethnobotanical Garden. They had over 1,000 attendees this past summer. I attended my first seed exchange a few years back at Laakea Garden in Pahoa. The Fourth Annual Eastside Seed Exchange is October 11, 2008. I was blown away by how great an event the seed exchange was. Talk about kick starting your food production! You come home with so much-everything from kalo to corn- all without paying a cent. Everything is traded or given away. Perfect.


This year’s Kohala Country Fair organizers wanted the fair to be as sustainable as possible. Compostable containers were used (and are now being composted), all recyclables were collected at recycling stations, sorted and bagged, people were encouraged to bring their own water bottles to fill at filling stations, rain water was used, local foods were eaten, and many of the vendors displayed their green wares. The whole day just had a great feeling. Happy people, happy plants.