Supplying a Green Demand

In a good example of someone showing vision, this article tells of what Richard Feldman is doing (L.A. Times - requires free registration) to keep his business alive. Feldman used to import plastic containers. He saw the shift the market was taking and now imports biodegradable plates and bowls, which are made from 90% sugar-cane pulp and 10% paper. He's also making containers made from a corn-based resin.

This is not an example of the "tree-hugger" that those who do not believe in environmental responsibility would like to label those who show care toward the environment. He is someone who saw the future of his business as something that would be less successful than if he followed the growing market toward products that are closer to the "Cradle to Cradle" concepts that William McDonough writes about.

Again, as I've said before in this blog, this is the type of thinking that more business people need to do. It's why it is so important that more and more people are educated about what's possible out there and educated about what forward-thinkers are already doing in many cases.

People need to see beyond today and, in some cases, beyond their time at a company, to make the tough decisions that will ultimately sustain their business (and make it successful in the future). A great example, again, is the oil companies. ExxonMobil and the others can still keep their core business as it is, but strong leadership of such companies - leadership that looks a few years beyond their respective stints at the company - would recognize that investment in R&D of alternative, less polluting energy, is ultimately what will keep their company successful for generations to come (not to mention a public service for the good of all).