Marketing to Conserving Customers A Guide to Operating Green with a Triple Bottom Line NRA Restaurant Show May 19, 2008 Li...
MENU FOR PROSPERITY In An Emerging “Green Economy” <ul><li>Climate for Change </li></ul><ul><li>-  Changing perspective </...
PERSPECTIVE Peak Oil <ul><li>Global production of crude oil peaking </li></ul><ul><li>•  Raw material for gas,  </li></ul>...
PERSPECTIVE Rising Cost of Energy <ul><li>Wealth = Energy </li></ul><ul><li>Energy impacts all aspects  </li></ul><ul><li>...
PERSPECTIVE Inflationary Times <ul><li>Wholesale restaurant food prices rose 7.4% </li></ul><ul><ul><li>–  Largest increas...
PERSPECTIVE Ecological Decline <ul><li>Every ecological system is in decline </li></ul><ul><ul><li>–  Habitat destruction ...
PERSPECTIVE Climate Change <ul><li>Buildup of carbon dioxide in atmosphere </li></ul>Source: Intergovernmental Panel on Cl...
PERSPECTIVE Precious Water <ul><li>Water likely to become the next oil </li></ul>Source: EPA, Food & Water Watch <ul><li>W...
PERSPECTIVE Restorative Opportunities <ul><li>From Scarcity… </li></ul><ul><li>-  Running out </li></ul><ul><li>-  More is...
DEFINITIONS Sustainability <ul><li>The practice of sustainability is about creating new ways to live and prosper while ens...
DEFINITIONS Sustainability <ul><li>Transformation of economy  </li></ul><ul><li>  … from life-depleting to life-restoring ...
DEFINITIONS Triple Bottom Line <ul><li>Multiple bottom lines: </li></ul><ul><li>Planet (environment) </li></ul><ul><li>–  ...
TRENDS Food Related: Organic <ul><li>Organic food industry growing  </li></ul><ul><li>at 10%-20% per year </li></ul><ul><l...
TRENDS Food Related: Local <ul><li>The avg. meal travels 1,500 miles </li></ul><ul><ul><li>-  In local food system, food t...
TRENDS Food Related: Fair Trade <ul><li>Fair trade is exchange that seeks to create greater equity and partnership through...
TRENDS Food Related: Restaurants <ul><li>More restaurant customers prefer “sustainable” businesses </li></ul><ul><ul><li>-...
TRENDS Food Related: Travel <ul><li>Tourism is big business for tableservice restaurants </li></ul><ul><ul><li>About 40% o...
TRENDS Food Related: General <ul><li>Thrive in “Experience Economy” </li></ul><ul><ul><li>Seek emotional experiences, even...
GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>Diversity of ingredients </li></ul><ul><li>•  Plenty of room...
GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>1.  Energy Efficiency & Conservation </li></ul><ul><ul><li>–...
GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>3. Recycling & Composting </li></ul><ul><li>–  Avg. restaura...
GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>5. Pollution Prevention </li></ul><ul><ul><li>Eliminating po...
GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>7. Non-Toxic Cleaning & Chemical Products </li></ul><ul><li>...
GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>9. Green Building & Construction </li></ul><ul><li>  –  No V...
GREEN GUIDE Certification in the USA <ul><li>Green Restaurant Association </li></ul><ul><ul><li>dinegreen.org </li></ul></...
GREEN GUIDE Voluntary Review: Green Routes Source: Green Routes, greenroutes.org <ul><li>Find one-of-a-kind places to eat,...
GREEN GUIDE Voluntary Review: Green Routes <ul><li>Key elements in review: </li></ul><ul><li>Ecological responsibility </l...
MARKETING TO  CONSERVING CUSTOMERS <ul><li>Serving conserving customers, not “consumers” </li></ul>Source:  ECOpreneuring ...
MARKETING TO  CONSERVING CUSTOMERS <ul><li>50 million Americans </li></ul><ul><ul><li>–  About 1/4 of US population </li><...
MARKETING TO  CONSERVING CUSTOMERS <ul><li>Lifestyles of Health and Sustainability (LOHAS) </li></ul>Source: LOHAS, lohas....
MARKETING TO  CONSERVING CUSTOMERS <ul><li>5 key LOHAS market segments </li></ul>Source: LOHAS, lohas.com <ul><li>(1) Heal...
MARKETING TO  CONSERVING CUSTOMERS <ul><li>Communicate responsibility & legacy story </li></ul><ul><ul><li>Avoid focus on ...
MARKETING TO  CONSERVING CUSTOMERS <ul><li>“ 7 Ps” of marketing, not 4 </li></ul><ul><ul><li>Product </li></ul></ul><ul><u...
MARKETING TO  CONSERVING CUSTOMERS <ul><li>“ 7 Ps” of marketing </li></ul><ul><ul><li>(3)  Place (distribution) </li></ul>...
MARKETING TO  CONSERVING CUSTOMERS <ul><li>“ 7 Ps” of marketing </li></ul><ul><ul><li>(6)  Partnerships </li></ul></ul><ul...
Ecopreneurial Profile Angry Trout Cafe  <ul><li>Sustainable,  </li></ul><ul><li>local ingredients </li></ul><ul><ul><li>Cu...
Ecopreneurial Profile Angry Trout Cafe  <ul><li>Reduce waste with reusable items </li></ul><ul><ul><li>Reusable take-out f...
Ecopreneurial Profile Angry Trout Cafe  <ul><li>Living wage </li></ul><ul><ul><li>Lowest $8.50/hr.  </li></ul></ul><ul><ul...
Ecopreneurial Profile Hook, Washington DC <ul><li>Sustainable seafood leader </li></ul><ul><ul><li>Highest quality product...
Ecopreneurial Profile Habana Outpost, New York <ul><li>First solar powered restaurant in New York </li></ul><ul><ul><li>Pa...
Ecopreneurial Profile Habana Outpost, New York <ul><li>#1  Photovoltaic system </li></ul><ul><li>#2  Reused truck is kitch...
Ecopreneurial Profile Chipotle Mexican Grill <ul><li>“ Food with integrity” </li></ul><ul><li>-  Foods, design of restaura...
Ecopreneurial Profile Kavarna Vegetarian Coffeehouse, Green Bay, WI <ul><li>Purchase “green energy” from local utility </l...
Ecopreneurial Profile American Flatbread  Bakery & Restaurant, Los Alamos, CA <ul><li>Artisan, handmade pizzas </li></ul><...
Ecopreneurial Profile American Flatbread  Bakery & Restaurant, Los Alamos, CA <ul><li>Support fair trade movement </li></u...
Ecopreneurial Profile Inn Serendipity Bed & Breakfast, Browntown, WI  <ul><li>Two room B&B, near Monroe, Wisconsin </li></...
Ecopreneurial Profile Inn Serendipity Bed & Breakfast <ul><li>Renewable Energy Systems </li></ul><ul><li>•  Net Producer o...
Ecopreneurial Profile   Inn Serendipity Bed & Breakfast <ul><li>Solar Thermal System </li></ul><ul><li>for Hot Water </li>...
Ecopreneurial Profile   Inn Serendipity Bed & Breakfast <ul><li>Off-Grid Photovoltaic System & all-electric Car </li></ul>...
SELECTED RESOURCES Sources for Sustainable Ingredients <ul><li>Local Harvest </li></ul><ul><ul><li>-  Locate sustainably-r...
SELECTED RESOURCES Sources for Sustainable Ingredients <ul><li>Chefs Collaborative </li></ul><ul><ul><li>Farmer-Chef Conne...
SELECTED RESOURCES Sources for Sustainable Ingredients
SELECTED RESOURCES Sources for Sustainable Seafood <ul><li>Marine Stewardship Council </li></ul><ul><ul><li>Certification ...
SELECTED RESOURCES Organizations <ul><li>Database of State Incentives for Renewable Energy </li></ul><ul><ul><li>Funding f...
SELECTED RESOURCES Organizations <ul><li>GreenOptions </li></ul><ul><ul><li>From their Eat.Drink.Better. portal to their E...
SELECTED RESOURCES Organizations <ul><li>Energy Star (EPA) </li></ul><ul><ul><li>Listing of Energy Star certified applianc...
SELECTED RESOURCES <ul><li>Angry Trout Café Notebook </li></ul><ul><ul><li>by George Wilkes </li></ul></ul><ul><li>The Eco...
www.ecopreneuring.biz  www.ruralrenaissance.org <ul><li>Books by Lisa Kivirist & John Ivanko </li></ul><ul><li>•  ECOprene...
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Marketing to Conserving Customers: A Guide to Operating Green with a Triple Bottom Line

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  • Marketing to Conserving Customers: A Guide to Operating Green with a Triple Bottom Line

    1. 1. Marketing to Conserving Customers A Guide to Operating Green with a Triple Bottom Line NRA Restaurant Show May 19, 2008 Lisa Kivirist & John Ivanko co-authors of ECOpreneuring and Rural Renaissance Inn Serendipity Bed & Breakfast
    2. 2. MENU FOR PROSPERITY In An Emerging “Green Economy” <ul><li>Climate for Change </li></ul><ul><li>- Changing perspective </li></ul><ul><li>- Definitions </li></ul><ul><li>- Trends </li></ul><ul><li>Green Guide to Operating Sustainably </li></ul><ul><li>- Ingredients for restaurant sustainability </li></ul><ul><li>- Ecopreneurial restaurant profiles </li></ul><ul><li>Action Plan </li></ul><ul><li>- Selected resources </li></ul>
    3. 3. PERSPECTIVE Peak Oil <ul><li>Global production of crude oil peaking </li></ul><ul><li>• Raw material for gas, </li></ul><ul><li>diesel fuel, plastics, </li></ul><ul><li>pesticides in agriculture </li></ul><ul><li>• End of abundant, </li></ul><ul><li>easy to reach, cheap oil </li></ul>Source: peakoil.org, energybulletin.net, richardheinberg.com
    4. 4. PERSPECTIVE Rising Cost of Energy <ul><li>Wealth = Energy </li></ul><ul><li>Energy impacts all aspects </li></ul><ul><li>of restaurant industry </li></ul><ul><li>– Operations & customers </li></ul><ul><li>• 600%-plus increase in oil over 10 years </li></ul><ul><li>– $12/barrel in 1998 </li></ul><ul><li>– $86/barrel in 2008 </li></ul><ul><li>Upward spiral of natural gas & electricity costs </li></ul><ul><li>– Electricity rates going up 6 - 8% in many parts of country </li></ul>
    5. 5. PERSPECTIVE Inflationary Times <ul><li>Wholesale restaurant food prices rose 7.4% </li></ul><ul><ul><li>– Largest increase in 3 decades </li></ul></ul><ul><ul><li>– Source: National Restaurant Assn. </li></ul></ul><ul><li>Present conventional food system unsustainable </li></ul><ul><ul><li>– For every calorie of vegetables, more than 10 calories of hydrocarbons (oil) are needed </li></ul></ul><ul><ul><li>– For every calorie of beef, more than 50 calories of energy needed </li></ul></ul><ul><ul><li>– 29 calories of transport energy for 1 calorie of Chilean asparagus </li></ul></ul><ul><ul><li>– Source: Omnivore’s Dilemma, Confronting Consumption </li></ul></ul>World appetite for oil & grain resulting in higher food prices (and energy)
    6. 6. PERSPECTIVE Ecological Decline <ul><li>Every ecological system is in decline </li></ul><ul><ul><li>– Habitat destruction & poor land use decisions </li></ul></ul><ul><ul><li>– Air & water pollution </li></ul></ul><ul><ul><li>– Over fishing or harvesting </li></ul></ul><ul><li>Rapid loss of biodiversity </li></ul><ul><ul><li>– 90% of food supply from 15 food crops & 8 species of livestock </li></ul></ul>Source: The Ecology of Commerce, State of the World Earth’s life support systems failing
    7. 7. PERSPECTIVE Climate Change <ul><li>Buildup of carbon dioxide in atmosphere </li></ul>Source: Intergovernmental Panel on Climate Change, ipcc.ch <ul><li>Extreme weather events </li></ul><ul><li>– Increasing variability and </li></ul><ul><li> unpredictability </li></ul><ul><li>Likely cap-and-trade schemes legislated to mitigate climate change </li></ul><ul><ul><li>– Even higher cost for energy (coal, oil-based energy) </li></ul></ul>
    8. 8. PERSPECTIVE Precious Water <ul><li>Water likely to become the next oil </li></ul>Source: EPA, Food & Water Watch <ul><li>Water pumped from aquafers </li></ul><ul><li>faster than replenished </li></ul><ul><li>Bottled water waste </li></ul><ul><li>– 60 million water bottles disposed </li></ul><ul><li> every day in US </li></ul><ul><li>– Only 12% recycled </li></ul><ul><li>– Producing bottles requires 1.5 million barrels of oil </li></ul><ul><li>– Transport adds to carbon dioxide emissions </li></ul>
    9. 9. PERSPECTIVE Restorative Opportunities <ul><li>From Scarcity… </li></ul><ul><li>- Running out </li></ul><ul><li>- More is better </li></ul><ul><li>- Externalizing costs </li></ul><ul><li>- Work harder = more customers </li></ul>Source: ECOpreneuring, ecopreneuring.biz … To Abundance - Quality, not quantity - Filling “ecological” niches - Adaptable, resilient - Internalizing costs - Greater self-sufficiency - Re-localization
    10. 10. DEFINITIONS Sustainability <ul><li>The practice of sustainability is about creating new ways to live and prosper while ensuring an equitable, healthy future for all people and the planet. </li></ul>Source: The Natural Step, naturalstep.org
    11. 11. DEFINITIONS Sustainability <ul><li>Transformation of economy </li></ul><ul><li> … from life-depleting to life-restoring </li></ul>Source: The Natural Step, naturalstep.org
    12. 12. DEFINITIONS Triple Bottom Line <ul><li>Multiple bottom lines: </li></ul><ul><li>Planet (environment) </li></ul><ul><li>– Enhancing, restoring and </li></ul><ul><li> conserving nature </li></ul><ul><li>People (social) </li></ul><ul><li>– Customers, workers, vendors, </li></ul><ul><li> investors </li></ul><ul><li>Profit (economy) </li></ul><ul><li>– Reinvesting for the future? </li></ul>Source: Angry Trout, ECOpreneuring, ecopreneuring.biz
    13. 13. TRENDS Food Related: Organic <ul><li>Organic food industry growing </li></ul><ul><li>at 10%-20% per year </li></ul><ul><li>- Source: Organic Trade Association </li></ul><ul><li>• 7 in 10 Americans express some concern about pesticides, hormones, antibiotics and other chemicals in food </li></ul><ul><ul><li>- Source: Roper Public Affairs </li></ul></ul><ul><li>• Households with incomes LESS than $50,000 spend more money, per capita, on organic food than higher income households Source: Hartman Group and Nielsen Homescan </li></ul>
    14. 14. TRENDS Food Related: Local <ul><li>The avg. meal travels 1,500 miles </li></ul><ul><ul><li>- In local food system, food travels avg. 45 miles </li></ul></ul><ul><ul><li>- Source: Environmental Commons </li></ul></ul><ul><li>Between 1994 and 2004, the number of farmers’ markets in the U.S. more than doubled, adding almost 2,000 markets </li></ul><ul><ul><li>- Source: USDA Agricultural Marketing Service </li></ul></ul><ul><li>Local food linked to health benefits, environmental preservation, exceptional flavor, local economy benefits </li></ul><ul><ul><li>- Source: Midwest Organic & Sustainable Education Service </li></ul></ul>
    15. 15. TRENDS Food Related: Fair Trade <ul><li>Fair trade is exchange that seeks to create greater equity and partnership through paying fair wages, supporting participatory workplaces, ensuring environmental responsibility, respecting cultural identity, building direct and long-term relationships, educating customers </li></ul><ul><li>- Source: Fair Trade Federation, fairtradefederation.org </li></ul><ul><li>Small but rapidly growing market segment </li></ul><ul><li>- In 2006, global fair trade cocoa grew 93%, coffee 53%, tea 41% </li></ul><ul><li> bananas 31% Source: Fair Trade Federation, transfairusa.org (listing) </li></ul>
    16. 16. TRENDS Food Related: Restaurants <ul><li>More restaurant customers prefer “sustainable” businesses </li></ul><ul><ul><li>- 62% of patrons chose restaurants based on commitment to environment </li></ul></ul><ul><ul><li>- Source: National Restaurant Association, 2008 </li></ul></ul><ul><li>5 of the top 10 “hot trends” according to national chefs </li></ul><ul><ul><li>- Local produce, organic produce, artisan/microbrew beer, sustainable seafood, grass-fed items </li></ul></ul><ul><ul><li>- Source: National Restaurant Association, American Culinary Federation, 2008 </li></ul></ul>
    17. 17. TRENDS Food Related: Travel <ul><li>Tourism is big business for tableservice restaurants </li></ul><ul><ul><li>About 40% of revenues at </li></ul></ul><ul><ul><li>fine-dining restaurants </li></ul></ul><ul><ul><li>National Restaurant Assn., 2008 </li></ul></ul><ul><li>Ecotourism increasing at annual </li></ul><ul><li>rate of 10-20%, versus overall </li></ul><ul><li>tourism 4% annual rate </li></ul><ul><ul><li>Source: World Resources Institute </li></ul></ul><ul><li>Geotourism </li></ul><ul><ul><li>- Travel that enhances “sense of place” & features cuisine </li></ul></ul><ul><ul><li>- National Geographic/Travel Industry Assoc. of America </li></ul></ul>
    18. 18. TRENDS Food Related: General <ul><li>Thrive in “Experience Economy” </li></ul><ul><ul><li>Seek emotional experiences, even transformational ones </li></ul></ul><ul><ul><li>But not transactions </li></ul></ul><ul><ul><ul><li>Joseph Pine/James Gilmore, Experience Economy </li></ul></ul></ul><ul><li>Emergence of the “Creative Class” </li></ul><ul><ul><li>“ Place is becoming the central organizing unit of our economy and society.” </li></ul></ul><ul><ul><ul><li>Richard Florida, Rise of the Creative Class </li></ul></ul></ul>
    19. 19. GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>Diversity of ingredients </li></ul><ul><li>• Plenty of room for creativity, innovation </li></ul><ul><li>• Start in the back of the house… </li></ul><ul><ul><li>Replace energy inefficient appliances </li></ul></ul><ul><ul><li>Immediate return on investment </li></ul></ul><ul><li>• Then move to front of </li></ul><ul><li>the house </li></ul><ul><li>• Boldly state your values </li></ul>
    20. 20. GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>1. Energy Efficiency & Conservation </li></ul><ul><ul><li>– Nearly 1 million restaurants consume more electricity than any other retail outlet (National Rest. Assn.) </li></ul></ul><ul><li>– Compact fluorescent, linear fluorescent, or LED? </li></ul><ul><li>– Energy Star-certified appliances </li></ul><ul><li>2. Water Efficiency & Conservation </li></ul><ul><li>– Avg. restaurant uses 300,000 gallons of water/year (Green Restaurant Assn.) </li></ul><ul><li>– Low flow toilets, waterless urinals </li></ul><ul><li>– Eliminate bottled waters </li></ul><ul><li>– Provide tap/filtered water upon request </li></ul>
    21. 21. GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>3. Recycling & Composting </li></ul><ul><li>– Avg. restaurant generates 50,000 pounds of </li></ul><ul><li> garbage/year (Green Restaurant Assn.) </li></ul><ul><li>– Seek to eliminate the concept of waste </li></ul><ul><li>– Select disposable cups, plates, cutlery that can be composted </li></ul><ul><li>– Re-useable carry out containers (even with deposit) </li></ul><ul><li>– Turn waste fryer oil into biodiesel </li></ul><ul><li>4. Sustainable Food </li></ul><ul><li>– Local </li></ul><ul><li>– Organic </li></ul><ul><li>– Grass fed, Pastured </li></ul><ul><li>– Seasonal menus </li></ul><ul><li>– Do you feature your farmers or producers? </li></ul><ul><li>– Signature items that showcase community </li></ul>
    22. 22. GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>5. Pollution Prevention </li></ul><ul><ul><li>Eliminating polystyrene foam (Styrofoam) </li></ul></ul><ul><ul><li>Purchasing carbon “off-sets” for operations </li></ul></ul><ul><ul><li>Chlorine-free paper products </li></ul></ul><ul><li>6. Recycled, Tree-Free, Biodegradable </li></ul><ul><li>& Organic Products </li></ul><ul><li>– Natural soaps in bathrooms </li></ul><ul><li>– Cloth napkins from organic cotton </li></ul><ul><li>– 100% recycled, post-consumer waste paper for menus </li></ul><ul><li>– Sustainable furnishings </li></ul>
    23. 23. GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>7. Non-Toxic Cleaning & Chemical Products </li></ul><ul><li> – Buy from companies you trust (and disclose ingredients) </li></ul><ul><li> – Terms like biodegradable, non-toxic, organic are </li></ul><ul><li> unregulated </li></ul><ul><li>8. Renewable Energy </li></ul><ul><li> – Participate in “green energy” programs offered by large utilities </li></ul><ul><li> – Generate your own with photovoltaics or if site permits, </li></ul><ul><li>wind turbine </li></ul><ul><li> – Use the sun to heat water with solar thermal system </li></ul><ul><li> – Heat with renewable wood, corn or geothermal system </li></ul>
    24. 24. GREEN GUIDE Ingredients for Restaurant Sustainability <ul><li>9. Green Building & Construction </li></ul><ul><li> – No Volatile Organic Compounds (VOC) in caulks, paints </li></ul><ul><li> – Forest Stewardship Council (FSC) certified wood </li></ul><ul><li> – Natural buildling materials: cork, bamboo </li></ul><ul><li> – Daylighting, passive solar design </li></ul><ul><li> – Use of reclaimed building materials, recycled materials </li></ul><ul><li> – Secure Leadership in Energy and Environmetal Design (LEED) </li></ul><ul><li>certification offered by U.S. Green Building Council (usgbc.org) </li></ul><ul><li>10. Stakeholders </li></ul><ul><li>– Employees paid “living wage” </li></ul><ul><li>– Training address environmental issues </li></ul><ul><li>– How can your customers pitch in? </li></ul><ul><li>– Giving back to community </li></ul>
    25. 25. GREEN GUIDE Certification in the USA <ul><li>Green Restaurant Association </li></ul><ul><ul><li>dinegreen.org </li></ul></ul><ul><ul><li>Certification based on recycling, elimination of Styrofoam, 4 steps/yr. for environment </li></ul></ul><ul><li>Co-op America Business Network </li></ul><ul><ul><li>coopamerica.org </li></ul></ul><ul><ul><li>members based on social & environmental criteria (restaurants as well as other business sectors) </li></ul></ul><ul><li>Travel Green Wisconsin </li></ul><ul><ul><li>travelgreenwisconsin.com </li></ul></ul><ul><ul><li>state sponsored, voluntary certification program that includes restaurants </li></ul></ul><ul><ul><li>Certification based on extensive list addressing all aspects of operations </li></ul></ul>
    26. 26. GREEN GUIDE Voluntary Review: Green Routes Source: Green Routes, greenroutes.org <ul><li>Find one-of-a-kind places to eat, play, shop, sleep and learn </li></ul><ul><li>Web-delivered content </li></ul><ul><li>Innovative networking of restaurants and other rural enterprises </li></ul>
    27. 27. GREEN GUIDE Voluntary Review: Green Routes <ul><li>Key elements in review: </li></ul><ul><li>Ecological responsibility </li></ul><ul><li>Contribution to local economic vitality </li></ul><ul><li>Cultural sensitivity </li></ul><ul><li>Experiential richness </li></ul>This is a program by Renewing the Countryside in Minnesota, greenroutes.org
    28. 28. MARKETING TO CONSERVING CUSTOMERS <ul><li>Serving conserving customers, not “consumers” </li></ul>Source: ECOpreneuring , ecopreneuring.biz <ul><li>Awareness building about human impacts on the planet </li></ul><ul><li>Changing how we live, work, eat and play </li></ul><ul><li>Change in consciousness that influences our lifestyle and spending habits </li></ul>
    29. 29. MARKETING TO CONSERVING CUSTOMERS <ul><li>50 million Americans </li></ul><ul><ul><li>– About 1/4 of US population </li></ul></ul><ul><li>Strongly aware/deeply concerned </li></ul><ul><li>about issues facing planet </li></ul><ul><ul><li>Taking action to address them </li></ul></ul><ul><li>Focus on health, well-being </li></ul><ul><li>Wiser consumption </li></ul>Source: Cultural Creatives , by Paul Ray/Sherry Anderson, culturalcreatives.org Cultural Creatives, creating a new culture, worldview
    30. 30. MARKETING TO CONSERVING CUSTOMERS <ul><li>Lifestyles of Health and Sustainability (LOHAS) </li></ul>Source: LOHAS, lohas.com <ul><li>Integrate social, political and economic values with their actions in the marketplace </li></ul><ul><li>Roughly 1 in every 3 people in U.S. </li></ul><ul><ul><li>– 58 million adults </li></ul></ul><ul><li>• Authenticity and transparency key </li></ul><ul><li>– Avoid “greenwashing” </li></ul><ul><li>– Walk the talk </li></ul>
    31. 31. MARKETING TO CONSERVING CUSTOMERS <ul><li>5 key LOHAS market segments </li></ul>Source: LOHAS, lohas.com <ul><li>(1) Healthy lifestyles: organic & natural foods </li></ul><ul><li>(2) Ecological lifestyles: ecotourism, eco-products </li></ul><ul><li>& natural building/green design </li></ul><ul><li>(3) Sustainable economy: self-sufficient, eco-friendly </li></ul><ul><li>Alternative healthcare </li></ul><ul><li>(5) Personal development: yoga & spas </li></ul>
    32. 32. MARKETING TO CONSERVING CUSTOMERS <ul><li>Communicate responsibility & legacy story </li></ul><ul><ul><li>Avoid focus on “environment” </li></ul></ul><ul><li>Offer authentic EXPERIENCES </li></ul><ul><li>Selective approach to media </li></ul><ul><ul><li>Public radio, partner with non-profits, </li></ul></ul><ul><ul><li>menu tastings & tours </li></ul></ul><ul><li>Celebrate the local community </li></ul><ul><ul><li>Focus on unique sense of place </li></ul></ul><ul><ul><li>Network with like-minded lodging, attractions, events (packaged tours) </li></ul></ul>
    33. 33. MARKETING TO CONSERVING CUSTOMERS <ul><li>“ 7 Ps” of marketing, not 4 </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><ul><li>How do you treat nature, </li></ul></ul></ul><ul><ul><ul><li>vendors, employees? </li></ul></ul></ul><ul><ul><ul><li>- Eliminate waste </li></ul></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><ul><li>The premium goes to nature, </li></ul></ul></ul><ul><ul><ul><li>employees, or community </li></ul></ul></ul><ul><ul><ul><li>Based on values, not simply a “good value” </li></ul></ul></ul>Source: ECOpreneuring , ecopreneuring.biz
    34. 34. MARKETING TO CONSERVING CUSTOMERS <ul><li>“ 7 Ps” of marketing </li></ul><ul><ul><li>(3) Place (distribution) </li></ul></ul><ul><ul><ul><li>- How can you showcase your community? </li></ul></ul></ul><ul><ul><li>(4) Promotion (PR and advertising) </li></ul></ul><ul><ul><li>- Tell YOUR unique story </li></ul></ul><ul><ul><li>- Let your customers be your ad/PR agency </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><ul><li>Go beyond “transactions” </li></ul></ul></ul><ul><ul><ul><li>Create experiences </li></ul></ul></ul><ul><ul><ul><li>Follow the “80-20 rule” </li></ul></ul></ul>Source: ECOpreneuring , ecopreneuring.biz
    35. 35. MARKETING TO CONSERVING CUSTOMERS <ul><li>“ 7 Ps” of marketing </li></ul><ul><ul><li>(6) Partnerships </li></ul></ul><ul><ul><ul><li>Networking (non-profits) </li></ul></ul></ul><ul><ul><ul><li>Cause-related marketing </li></ul></ul></ul><ul><ul><li>(7) Purpose </li></ul></ul><ul><ul><ul><li>Celebrate your passion </li></ul></ul></ul><ul><ul><ul><li>and purpose </li></ul></ul></ul><ul><ul><ul><li>- Sell steak, not sizzle </li></ul></ul></ul>Source: ECOpreneuring , ecopreneuring.biz
    36. 36. Ecopreneurial Profile Angry Trout Cafe <ul><li>Sustainable, </li></ul><ul><li>local ingredients </li></ul><ul><ul><li>Customers care about the fishermen, farmers & brewers, want to hear their stories </li></ul></ul><ul><ul><li>– Local maple syrup, produce, microbrews </li></ul></ul><ul><li>“ Place-based” cuisine </li></ul><ul><ul><li>Featuring local varieties of wild rice </li></ul></ul><ul><ul><li>Feature only fish from the region in season </li></ul></ul>
    37. 37. Ecopreneurial Profile Angry Trout Cafe <ul><li>Reduce waste with reusable items </li></ul><ul><ul><li>Reusable take-out food trays </li></ul></ul><ul><ul><li>Refillable pens </li></ul></ul><ul><ul><li>Organic cotton little napkins </li></ul></ul><ul><li>6-inch x 11-inch </li></ul><ul><li>half material </li></ul><ul><li>half the water, energy, detergent to clean them </li></ul>
    38. 38. Ecopreneurial Profile Angry Trout Cafe <ul><li>Living wage </li></ul><ul><ul><li>Lowest $8.50/hr. </li></ul></ul><ul><ul><li>and kitchen staff, $12.50/hr. </li></ul></ul><ul><ul><li>Share the wealth </li></ul></ul><ul><li>Community connections </li></ul><ul><ul><li>Buying from neighbors; </li></ul></ul><ul><ul><li>selling to neighbors </li></ul></ul><ul><ul><li>Furniture, dishware, décor, tilework, metalwork </li></ul></ul><ul><ul><li>Supporting the local economy </li></ul></ul>
    39. 39. Ecopreneurial Profile Hook, Washington DC <ul><li>Sustainable seafood leader </li></ul><ul><ul><li>Highest quality product </li></ul></ul><ul><ul><li>Direct interactions with suppliers </li></ul></ul><ul><ul><ul><li>On site visits to Caribbean/West Africa by chef/owner, Barton Seaver & staff </li></ul></ul></ul><ul><li>Menu reflects seasonal focus </li></ul><ul><ul><li>Exclusively sourced local produce </li></ul></ul><ul><ul><li>Humane meat & dairy products </li></ul></ul><ul><li>Linking food & environment </li></ul><ul><ul><li>– Partnership with EarthEcho </li></ul></ul>
    40. 40. Ecopreneurial Profile Habana Outpost, New York <ul><li>First solar powered restaurant in New York </li></ul><ul><ul><li>Patrons can recharge cell phones & computers </li></ul></ul><ul><li>“ Bike blender” pedaled by patrons to make fruit drinks </li></ul><ul><li>Local organic ingredients </li></ul><ul><li>Dishes, flatware, cups made from corn/sugar cane fiber </li></ul>
    41. 41. Ecopreneurial Profile Habana Outpost, New York <ul><li>#1 Photovoltaic system </li></ul><ul><li>#2 Reused truck is kitchen </li></ul><ul><li>#3 Kids corner (garden) </li></ul>#5 Rain water collection (for toilets, irrigation) #8 Recycled aluminum table #12 Reclaimed doors
    42. 42. Ecopreneurial Profile Chipotle Mexican Grill <ul><li>“ Food with integrity” </li></ul><ul><li>- Foods, design of restaurants, treatment of employees </li></ul><ul><li>Featured pasture-raised pork from Polyface Farm (Virginia only) </li></ul><ul><ul><li>Vegetarian and vegan options </li></ul></ul><ul><li>Return on Investment & Return on Environment </li></ul><ul><ul><li>Publicly traded stock up 100% since May, 06 </li></ul></ul>
    43. 43. Ecopreneurial Profile Kavarna Vegetarian Coffeehouse, Green Bay, WI <ul><li>Purchase “green energy” from local utility </li></ul><ul><ul><li>Offer free beverage to customers who also participate </li></ul></ul><ul><ul><li>in green energy program </li></ul></ul><ul><li>Vegetarian cuisine </li></ul><ul><ul><li>Reducing ecological footprint </li></ul></ul><ul><ul><li>Tapping growing trend </li></ul></ul><ul><li>Innovative use of Internet </li></ul><ul><ul><li>Blog website format </li></ul></ul><ul><ul><li>Social networking </li></ul></ul>
    44. 44. Ecopreneurial Profile American Flatbread Bakery & Restaurant, Los Alamos, CA <ul><li>Artisan, handmade pizzas </li></ul><ul><ul><li>Made in woodfired oven </li></ul></ul><ul><li>All locally grown ingredients </li></ul><ul><ul><li>Pizza with a “sense of place” </li></ul></ul><ul><ul><li>All within 300 miles </li></ul></ul><ul><li>Feature farmers by name </li></ul><ul><ul><li>“ Windrose Farm Baby Lettuce </li></ul></ul><ul><ul><li>Salad…” </li></ul></ul><ul><ul><li>“ Strauss Family Organic Vanilla Bean Ice Cream” </li></ul></ul>
    45. 45. Ecopreneurial Profile American Flatbread Bakery & Restaurant, Los Alamos, CA <ul><li>Support fair trade movement </li></ul><ul><ul><li>Locally-roasted, certified Fair Trade, organic coffees </li></ul></ul><ul><li>Seasonal & fresh menus </li></ul><ul><ul><li>Reducing ecological footprint </li></ul></ul><ul><ul><li>Bar appetizer: fresh pea pods </li></ul></ul><ul><li>Frozen certified organic pizza </li></ul><ul><ul><li>Restaurant open on </li></ul></ul><ul><ul><li>weekends only </li></ul></ul>
    46. 46. Ecopreneurial Profile Inn Serendipity Bed & Breakfast, Browntown, WI <ul><li>Two room B&B, near Monroe, Wisconsin </li></ul><ul><li>- Niche lodging-place food service </li></ul><ul><li>Organic and vegetarian </li></ul><ul><li>Fresh, from garden to plate </li></ul><ul><li>Seasonal cuisine </li></ul><ul><ul><li>Offers variety for returning guests </li></ul></ul><ul><li>Fair Trade, Organic coffee/tea </li></ul><ul><ul><li>Only earth-friendly vendors </li></ul></ul>
    47. 47. Ecopreneurial Profile Inn Serendipity Bed & Breakfast <ul><li>Renewable Energy Systems </li></ul><ul><li>• Net Producer of Electricity on Annual Basis </li></ul>• Reduce Ecological Footprint
    48. 48. Ecopreneurial Profile Inn Serendipity Bed & Breakfast <ul><li>Solar Thermal System </li></ul><ul><li>for Hot Water </li></ul><ul><li>3 collectors </li></ul><ul><li>Capture heat from sunlight to heat water </li></ul><ul><li>for domestic use </li></ul><ul><li>Estimated payback of less than 5 years </li></ul>
    49. 49. Ecopreneurial Profile Inn Serendipity Bed & Breakfast <ul><li>Off-Grid Photovoltaic System & all-electric Car </li></ul><ul><li>.5 kW PV system for charging: </li></ul><ul><li>– All-electric CitiCar </li></ul><ul><li>– Back-up electricity for </li></ul><ul><li> greenhouse </li></ul><ul><li>– Recharging electric mower </li></ul>
    50. 50. SELECTED RESOURCES Sources for Sustainable Ingredients <ul><li>Local Harvest </li></ul><ul><ul><li>- Locate sustainably-raised foods in your area; localharvest.org </li></ul></ul><ul><li>Community Supported Agriculture (CSA) </li></ul><ul><ul><li>- Purchase “shares” of farm’s products; www.wilson.edu/csasearch/search.asp </li></ul></ul><ul><li>Eat Well Guide </li></ul><ul><ul><li>eatwellguide.org </li></ul></ul><ul><li>HappyCow vegetarian restaurants </li></ul><ul><ul><li>- happycow.net </li></ul></ul>
    51. 51. SELECTED RESOURCES Sources for Sustainable Ingredients <ul><li>Chefs Collaborative </li></ul><ul><ul><li>Farmer-Chef Connection provides a good source for farmer and restaurant collaboration </li></ul></ul><ul><ul><li>Guide to Good Eating to help diners locate Chefs in their network </li></ul></ul><ul><ul><li>chefscollaborative.org </li></ul></ul><ul><li>Pastured Products Directory </li></ul><ul><ul><li>eatwild.com </li></ul></ul><ul><li>Slow Food USA </li></ul><ul><ul><li>slowfoodusa.org </li></ul></ul>
    52. 52. SELECTED RESOURCES Sources for Sustainable Ingredients
    53. 53. SELECTED RESOURCES Sources for Sustainable Seafood <ul><li>Marine Stewardship Council </li></ul><ul><ul><li>Certification of seafood </li></ul></ul><ul><ul><li>msc.org </li></ul></ul><ul><li>Monterey Bay Aquarium </li></ul><ul><li>Seafood Watch Card </li></ul><ul><ul><li>montereybayaquarium.org </li></ul></ul><ul><li>Blue Oceans Institute </li></ul><ul><ul><li>Cell-phone text messaging service </li></ul></ul><ul><ul><li>blueocean.org </li></ul></ul>
    54. 54. SELECTED RESOURCES Organizations <ul><li>Database of State Incentives for Renewable Energy </li></ul><ul><ul><li>Funding for energy conservation and renewable energy </li></ul></ul><ul><ul><li>www.dsireusa.org </li></ul></ul><ul><li>Midwest Renewable Energy Association </li></ul><ul><ul><li>Educational resources and connections to professional installers </li></ul></ul><ul><ul><li>www.the-mrea.org </li></ul></ul>
    55. 55. SELECTED RESOURCES Organizations <ul><li>GreenOptions </li></ul><ul><ul><li>From their Eat.Drink.Better. portal to their Ecopreneurist and Sustainablog, this dynamic and upbeat blog site receives over 300,000 unique visitors per month and serves as a bridge to operating greener </li></ul></ul><ul><ul><li>www.greenoptions.com </li></ul></ul><ul><li>Consortium for Energy Efficiency (education) </li></ul><ul><ul><li>Promotes energy efficient products, technologies and services </li></ul></ul><ul><ul><li>www.cee1.org </li></ul></ul>
    56. 56. SELECTED RESOURCES Organizations <ul><li>Energy Star (EPA) </li></ul><ul><ul><li>Listing of Energy Star certified appliances & equipment that will save your business money, reduce impacts on environment </li></ul></ul><ul><ul><li>Resources, management tools & numerous examples </li></ul></ul><ul><ul><li>www.energystar.gov </li></ul></ul><ul><li>National Restaurant Association’s “Conserve” </li></ul><ul><ul><li>To be launched on Earth Day, 2008 </li></ul></ul>
    57. 57. SELECTED RESOURCES <ul><li>Angry Trout Café Notebook </li></ul><ul><ul><li>by George Wilkes </li></ul></ul><ul><li>The Ecology of Commerce </li></ul><ul><ul><li>by Paul Hawken </li></ul></ul><ul><li>Omnivore’s Dilemma </li></ul><ul><li>- by Michael Pollan </li></ul>
    58. 58. www.ecopreneuring.biz www.ruralrenaissance.org <ul><li>Books by Lisa Kivirist & John Ivanko </li></ul><ul><li>• ECOpreneuring </li></ul><ul><li>Pragmatic how-to guide to </li></ul><ul><li>launching or greening your enterprise. </li></ul><ul><li>• Rural Renaissance </li></ul><ul><li>Practical guide to greening operations. </li></ul><ul><li>• Edible Earth </li></ul><ul><li>Simple vegetarian cookbook. </li></ul>SELECTED RESOURCES

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