Oh happy day. I cannot tell you how many clients and fellow Ecopreneurists have in the past gotten very excited about recycled material shirts just to have that excitement evaporate when they are told the shirts are produced overseas.

Well, I am very happy to announce the “discovery” of Concept Eco, which has been cutting, sewing, printing,and embroidering environmentally friendly products for over 16 years in West Palm Beach, FL. And it is Concept Eco who is offering this 50% Polyester from Post-Consumer Recycled Clear Plastic Bottles (PC RPET) & 50% Waste Cotton Tee.

The shirts come in natural and white in youth sizes small through large, and adult sizes small through 3XL. The shirts are a very high quality athletic cut, 1 x 1 rib crew neck, with double needle cover stitched sleeves and bottom hem, taped shoulder to shoulder.

All of which means it looks and feels like a t-shirt, same as any other high quality 50% poly & 50% cotton blend shirt. But this shirt was once a water bottle.

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In London, KiosKiosk is a simple, powerful, powerfully fun idea: Create an attractive temporary space for upcoming (but ready to sell) businesses to be at, in a high traffic area. At no cost.

Backed by the London Sustainable Development Commission, businesses just need to submit a brief form describing what they’d like to use the kiosk for, when, and why they are a good idea for the KiosKiosk and vice versa.

While the KiosKiosk is focused on creative/design/arts/music businesses, such an idea could, and should be replicated for green startups, many of which, like any small company, may not have the funds or credit history to get a full fledged, full time space. Since there is no rent to pay, this could also be used by companies to create, say, memorable experiences and activities out of the space, of lasting promotional value and social media worthy mentions, growing their online business, for example.

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A Green Printer interview with Carmen Spagnola, entrepreneur and owner of m.

1. What made you want to start m?
I started m because I was a frustrated consumer.  I decided that  if I want to have access to smarter, more beautifully designed, more  responsible products and amenities for my home and family, I was going
to have to create more demand.  Markets are a bit of a chicken-and-egg  relationship.  Many retailers will tell you that they only provide  what their customers want.  That is only part of my modus operandi.
I want to showcase the possibility of a better performing future, so  much of what I sell and promote is currently considered ahead of the market.  But how will the market know what it wants if we don’t inspire it to want more?

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Parenting brings out the pragmatic and resourceful skills in everyone.  kajeet approached us with the idea of

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g Green Design Center may be just the ticket.

Begun in Massachusetts, they’ve now created a franchise program for the budding ecopreneurist, where someone with the passion can put the backing of someone already doing it, together with what will increasingly become a known name for such stores.

The flagship g store has a host of green building/design services from interior and architectural design to eco events.

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Traditional marketing terms are just words that have used for quite a long while to name different ways of accomplishing marketing goals.Though tactics may have changed from relying on newspapers to relying on television advertising to new interest in social media, the goals and what we want to accomplish in the end have remained the same. That’s why I find it odd that perfectly good words like “impressions” and “reach” are so often absent from the discussion on social media.

Let’s review.

In advertising terms, “impressions” means how many times a consumer sees your message. This is measured across media. A TV viewer may see your commercial 5 or more times before it registers or sparks their interest in your product. Media buyers calculate the number of times specific consumers see a commercial before making the buy.

“Reach” refers to the actual number of consumers who see your message once. Obviously the more of your target consumers you reach often, with lots of impressions, the greater the chances she’ll buy your product.

And, so I ask, why does this topic not come up in discussions of social media? Yes, people do talk about followers and friends and quality followers and friends and fans and number of followers on Twitter, Facebook, SU, Myspace, etc, etc. This does address the concept of “reach” – sort of.

But what about impressions? Especially on Twitter, we usually tweet a post or an interesting thought…once. And, of course, at least, I’d say 80-90% of our followers don’t even see the tweet…unless it is retweeted. Of course, that is often the goal, but, what about if we tweeted one message a number of times to ensure that all of our key target sees it? Would that be considered bad twettique? Is that abusing our followers? Would we rapidly have deluge of people “unfollowing”?

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UK clothing company Howie’s has another idea: Make clothing that lasts. A long time. Enough so that when you’re done with it, passing it on doesn’t mean getting a ratty, worn, frayed garment. It’s been built so well it can last for a decade, maintaining quality.

Their Hand-Me-Down line does just that.

Howie’s puts it well when they say,

“We live in times of limited resources but unlimited desire to consume them. The answer though is real simple: to consume less as a consumer; to make a better designed product as a manufacturer.”

What does that look like?

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1. The greenest option is to forgo printed cards and use an eCard.  American Greetings has a wide selction of eCards with minimal advertisements and is free for the first month.  They even have an option to include a virtual gift card good for use at over 100 participating merchants.

2. ReProduct Zero-Waste custom photo holiday cards and envelopes are created using environmentally friendly materials and are completely recyclable—100% of these cards and envelopes are reused in the manufacturing of Shaw carpets. Cards and envelopes are made from synthetic ‘paper’ (virgin polypropylene) which is a treeless alternative. According to Rachel Derby of ReProduct, unlike paper which can only be recycled a limited number of times, plastics can be used again and again without losing any material quality, in a true Cradle to Cradle manner. Recipients follow simple return instructions detailed on the postage paid envelope that comes with the card.

3. Minted has beautiful digitally printed eco-friendly cards. All their holiday cards are printed on 100% PCW recycled 130lb matte card stock. Minted is powered by wind power and the cards are FSC and GreenSeal and Green-E certified. If you order today you will receive your cards by December 15.

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Yesterday I had the pleasure of hearing Van Jones, author of The Green Collar Economy, talk about his vision for a green economy at The Center For American Progess.

It was an oversubscribed crowd and Jones sat comfortably on an arm chair on a slightly raised platform, giving the impression of a living room chat. He started by talking about how the floor on America has been torn out, but so has the ceiling and now is the time when we are “free to fall or to fly.” He spoke of our unsustainable economic model that is based on consumption not production, run on debt vs. savings and thrift, and environmental destruction vs. preservation. But soon after the gloom, Jones shifted the rhetoric to one of hope. He spoke of building a new economy with clean energy power centers and a clean enemy corps. An economy where all people, including people often left out of economic expansion such as the poor, people of color, etc…, have a place at the table. He spoke of the low hanging fruit in a new green collar economy: retrofitting. He laid out his vision where out of work construction workers — workers he predicted would be idle for 12, 24, 36 months — are put to work retrofitting existing building across America.

And therein lies the ecopreneurial opportunity. In Jones’ vision, people from all economic strata can start a business that provides retrofitting services or produce the products needed to retrofit. And, retrofitting is just the beginning. Jones went on to say that the days of the environment being a “a box you check off” are over and we have entered an era where environmental impacts are a lens through which all economic activity must be viewed. The result is an economy with a host of ecopreneurial opportunities and where our two worst problems, the economy and climate change, are solved by ecoprenuers. In Van Jones’ world, there never been a better time to be an ecopreneur.

Photo courtesy of Van Jones.

Maybe the title should instead read “How to Fail at ‘Greening’ Your Business”. Often times companies seem to approach “green” or eco-friendly as just another product attribute that can simply be added to packaging or website to reach the “green” consumer segment. In the rush to be eco-friendly, and due to the typical structure of many organizations, the marketing team will take the lead of the greening effort and, in the interest of time & energy, they’ll create a brilliant plan to communicate “green” to a target consumer group, but no internal alignment.

The sustainability and marketing strategies of a typical entrepreneur are often times based on the same model - the shotgun approach. Typically, entrepreneurs start to think about marketing after at least 6 months of hitting the pavement, and then sustainability appears as part of a new “marketing plan” or is seen as some kind of charitable giving / community relations campaign. Sustainable business is neither part of a marketing campaign nor a community relations effort. Neither is it about shifting revenue, but rather how revenue is generated.

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I often have email exchanges with ecopreneurs, non-profits, NGOs and various business folks that don’t necessarily end up as a blog post. Sometimes I start in one direction and end up in another. That’s what happened here when I received an email from Rob Wallace at Keep America Beautiful.

Rob had one of those ironic moments. He sent out an email and press release to us asking:

How can recycling wireless phones support the new administration’s energy policy?  Our recycling partner, ReCellular, is a reuse-oriented recycler of cellular equipment, and we’re confident that their structure and operations support zero-waste wireless recycling.

Great email pitch. Bookmark this page for next time you send out a press release. However, this pitch landed on my screen the day after I wrote this post on 60 Minutes and Executive Recycling. I immediately asked Rob if he’d be interested in commenting on the whole issue of dumping of e-waste in China instead. And he was and here is what he had to say:

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

Norwood has launched two new tumblers under their Evolve line, the Evolve(TM) Traveler Mug - 16 oz and the Evolve(TM) Infinity Tumbler - 16 oz.

Both units come in a variety of colors, both are Prop 65 compliant, both are top rack dishwater safe, both are microwave safe, and both are packaged in eco-friendly packaging for shipment.

The Evolve line is also made in the US and is “designed to biodegrade within 1-5 years in a managed landfill” according to the Norwood website. With one color imprint the units both run under $2.75.

I wanted to write about the Norwood Evolve line because, if you look again at the bullet points offered in the sales material, it seems Norwood developed these mugs to specifically address issues that Ecopreneurist has raised regarding eco-friendly promotional items.

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

Proforma Green got our samples in today of the new 8650 V Natural™ Organic Cap by Vitronic Promotional Group, one of our manufacturers.

These caps are great. The 8650 V is a casual unstructured cap made from 100% organic cotton with a Velcro closure and a 3.25″ crown.

The bonus is that they come in multiple colors - Green, Natural (as shown), Soft Blue, Soft Pink and Soft Yellow - and Vitronic can use a sustainable process for dyeing and finishing on these 100% organic cotton caps, so you can show your commitment to the environment.

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I like beer. I like pubs.

I guess that is why I am still talking about eco-friendly coasters. As I mentioned before we are doing some research on eco-friendly coasters for Intrepid Travel and now that research has lead me to cork coasters.

And this is the thing, cork has been around forever. According to the dictionary the origin of the word itself dates from between 1275–1325 AD.

This is an old material, but how many of us think of it as a green material? Hemp and Jute have also been around for a long, long time and they are considered green. Why not cork?

The thing that got me thinking about this are these core coaster from Americanna. When I asked Americanna if they had an eco-friendly coaster they immediately came back with cork.

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The following is guest post submitted to me by the ecopreneurs over at Grow and Make - The Sustainable Living Store.

When MC Milker at Ecopreneurist asked me to consider sharing some of the writing we had been doing at Grow and Make with her readership, I reflected on what it means to be an entrepreneur in this emerging era of sustainability and the  dilemma that we face as both responsible stewards of the earth and successful business people. Grow and Make was founded on the premise that we should create a business which encourages and enables consumers to return to the consumption habits of the 19th century when, through necessity, individuals and families would ‘grow’ and ‘make’ more of their everyday essentials.

Individuals and businesses wishing to adopt more sustainable practices must recognize that minimizing consumption is key to living in a more sustainable manner. Moreover, it is critical for consumers to understand the life-cycle of the goods they consume recognizing that all products leave a significant environmental trail from the cost of conception and production, through the supply chain and into the hands of the consumer, until it’s ultimately discarded and placed in landfill and/or the atmosphere.

While each of these links in the chain can be offset by responsible manufacturers and consumers to some degree, there is no substitute for the benefits of a decision to not consume a product at all.

As an entrepreneur, business owner and consumer, this does presents a dilemma. How to continue to encourage and enable production of goods for consumption while simultaneously discouraging and raising awareness about the perils of consumption?

I believe that the best way to overcome this dilemma is to create best practices for both manufacturers and consumers to consider when creating and consuming goods.

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An interesting article in The Wall Street Journal, Six Products, Six Carbon Footprints, highlights the next trend in green marketing, calculating and promoting the supply chain carbon footprint.

Never mind that the average consumer isn’t actually aware or at least has a pretty fuzzy grasp of what exactly a carbon footprint is, manufacturers are busily calculating away. And, they are finding some fairly interesting facts.

Leather, milk and meat from cows pack a pretty big carbon footprint: The average dairy cow produces, every year, an amount of greenhouse gas equivalent to four tons of carbon dioxide, according to U.S. government figures. Most of that comes not from carbon dioxide, in fact, but from a more-potent greenhouse gas: methane.

The recipe for a low-carbon load of laundry: Use liquid detergent instead of powder.

… a six-pack’s carbon footprint was about seven pounds. The real surprise was where the bulk of that number came from: the refrigeration of the beer at stores.

I actually found some of these things pretty interesting too, but as a marketer, I have different questions. I’m wondering if this will be the next wave in green marketing. I’m wondering if we will really be able to educate consumers that much about the manufacturing process. I’m wondering if they will care.

At this point my gut feel is that this WILL become a trend. Consumers will react to carbon footprint information. Leather will be out. Mothers will switch to soy and rice milk (even more than they currently are). Powder detergent will become passé.

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JournalBooks is doing stunning custom work with nearly 100% total recycled materials in their notebook and spiral journal products.

Really some of their stuff is just flat amazing and a great way to take green printing and marketing to a whole new level.

For printing JournalBooks uses plant based inks which they claim are better than soy based inks for reproduction quality and are harmless to the environment.

JournalBooks compares the impact of their plant based inks to that of vegetable oil.

The JournalBook Classic journals have 100% recycled covers. Even the poly covers - recycled milk cartons - in the classic line are completely recycled.

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There were a number of green and eco-friendly flash drives on display at the Promotional Products Association International (PPAI) event in Fort Worth last weekend including the T530 Riclado made from 100% Recycled PVC and show at the event by Hirsch Gift.

Hirsch lists these items as being made from post-consumer materials that have completed their life cycle and would otherwise have been disposed of as solid waste.

Hirsch also points out the T530 casing is manufactured with post-consumer recyclables collected in commercial & residential recycling programs. That is a nice touch for Ecopreneurists looking for a local tie-in.

Of course I am assuming the PVC is a fungible commodity so although the PVC comes from commercial & residential recycling programs there is no telling if they come from your local commercial & residential recycling programs.

Like most flash drives the T530 is RoHS compliant.

Hirsch was also showing off their cherry wood and bamboo drives.

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We have a number of loyal readers of this blog in the green apparel industry and its rapid growth is yielding rewards for ecopreneurs targeting the variety of consumers that I mentioned in my post, The 4 Green Fashion Consumers – Which One For You?

The Living Green consumer, who has embraced the whole concept of the environmental lifestyle

The Core Fashionista, “who is looking to build up the green in her fashion portfolio,”.

The Walking Green consumers, “driven by wanting to belong to a greater community. These are trend followers.”

The Spending Green profile, the shopper who buys green clothes because “that sense of exclusivity and entitlement are important to her.

The green fashion industry is exploding. More and more companies are entering the field every day and still, the consumers’ voracious appetitive for eco fashion seems to be not even close to be satiated.

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I mentioned before in this blog that the gym and spa industry is one of the main buyers of sport bottles. It makes sense, sign-up for a membership, get a water bottle and t-shirt.

I also mentioned that the BPA scare pretty much halted the market for plastic gym bottles. This was an event especially felt by eco-friendly gyms, yoga studios and spas that had been using bottles as giveaway items. Many businesses gave up on plastic altogether and moved to aluminum or steel bottles.

Well the industry is fighting back with BPA free bottles especially designed for gyms - like Glass America’s 19 oz. Treadmill BPA Free Bottle - bottles designed with wide mouths and easy grips.

These new bottles also have the words “BPA free” imprinted directly on them to make sure the audience does not miss the fact these are “safe” bottles.

We will see how well these new bottle designs do. It is nice to see the industry bouncing back in this area and at the same time moving forward on green products.

For more information on BPA free bottles from Glass America please visit their website or visit us at Proformagreen.com.