The Green Marketing Initiative – Building a sustainable world

#8 Better Latte than Never

Coffee is one of the most consumed beverages in North America. Drinking coffee not only provides substantial health benefits, but also gives us that boost of energy in the morning. At this time of the year, as students, we overdose ourselves with caffeine in preparation for final exams and reports. Because of this, I figured now is the best time to talk about coffee.

The main purpose of this entry is to tackle the second stage of the waste hierarchy. That way, we can reduce the amount of waste that goes to landfills and incinerators.

Coffee beans are typically thrown away after the first brew. Reusing the beans for a second, or third, brew does not give the same taste and kick that we look for. However, there are other functions and uses coffee beans offer apart from giving us an adrenaline rush. Instead of throwing used (or stale) beans in the trash, we can still make use of its qualities for other purposes.

Gardening

Do you have a green thumb? Then coffee is your friend. Coffee beans act as great fertilizers, as minerals keep plants big and healthy. It works best with acid-loving plants, such as tomatoes, carrots, roses, and melons, but also works for regular plants. In addition, coffee also speeds up the composting process. In fact, the filter paper is also compostable!

Insect Repellent

Coffee also serves as a natural insect repellent. Sprinkle some coffee grounds around your plants and insects will not come close to them. Aside from that, you can also use it around your house to keep bugs from coming in. If you have to deal with ants or termites inside your house, this will do the trick.

Cooking

Impress your friends and significant other by making use of coffee grounds to add some kick in your dishes. Use your high-quality espresso grounds with chilli, ice cream, cakes, and steaks. It is a great marinade that gives a smoky flavour. More recipes here.

Deodorizer

Coffee gets rid of unwanted odors. Just like baking soda, placing a bowl of coffee beans inside your fridge will eliminate any bad smell from spoiled foods. It can also be used to remove any smell on your hands when you cook (garlic, fish, onions, etc) by simply rubbing your hands with coffee grounds. Lastly, smelling the beans allows us to distinguish one scent from another. In beauty stores like Sephora, they have several bowls of coffee beans by the fragrance section. It is intended to be sniffed when customers are discerning between fragrances. Ladies, am I right?

In the midst of busy month, just keep smiling

There are other uses of coffee, but in essence, used coffee does not mean bad coffee. The purpose of this blog is to inform you of different ways to make use of what we normally think is garbage, and coffee is one of them. With the upcoming organics ban in Vancouver this 2015, it is important for us to start thinking of innovative ways to repurpose our food waste before disposing them. Our consumption behavior is incrementally growing, while our resources are being depleted one by one. Being crafty with waste management is just one part of the solution.

The next time you make your own coffee, think about this blog.

#7 Warning: Spoiler Alert

Americans waste one-third of their food annually, while 15% of Americans struggle to provide adequate food on the table every day. This is equivalent to $160 billion dollars down the drain. At $160 billion, you can buy the largest companies in the market (Microsoft, GE, IBM, P&G, and more). Instead, that money simply gets “invested” in incinerators and landfills with negative returns.

MIT students see the problem, and they have taken action. Ricky Ashenfelter and Emily Malina are on their way to develop a new business venture, Spoiler Alert, which can tackle food waste issues on a global scale.

Spoiler Alert is an online marketplace to exchange information about excess, expiring, and spoiled food in real time. A mobile app and enterprise software will be developed to execute this project. In fact, this model emulates the concept of Craigslist. It is currently a work in process that is estimated to undergo beta testing this fall.

Most programs in the US are too small to make a huge impact. These programs fail to address food donations, waste diversion, and food repurposing. On the other hand, the vision of the Ricky and Emily is to connect major players in the supply chain. Food retailers who have excessive amounts of waste can use Spoiler Alert to communicate with farmers, composters, and even bio-energy producers. In return, the food will be converted into energy, fuel, and fertilizer.

The food waste problem is a huge opportunity for new business models to emerge. In addition to that, cities in the US are slowly adapting to control organic waste. In Massachusetts, a commercial food waste ban will start this October. This means that businesses producing more than one ton of food waste per week must transfer the waste to a facility for special processing.

There is no greater time to launch Spoiler Alert but now. What makes this great is it targets giant retailers who produce large amounts of food waste. Without their participation, this model will not attain the intended results on food waste reduction. Moreover, with the expected ban of food waste in the next few months, Spoiler Alert can make a huge breakthrough in the market by simply making things more convenient between parties. This policy plays and integral factor in making this business more likely to succeed, as it forces large firms to manage their waste accordingly. Ultimately, alongside the food waste ban, Spoiler Alert can help reduce the state’s waste stream by 30% in 2020.

#6 The Salt of the Earth

It is that time of the year when we start to change our wardrobe, and clean our houses in anticipation for spring. We take pictures of the cherry blossoms blooming, and post those on Instagram and Facebook as part of our daily routine as teenagers and young adults. Goodbye, winter (at least in Vancouver)!

Looking back this past winter, we experienced a number of snowfalls that made us play outside for five minutes, and then return to our warm, cozy beds. On the other hand, traffic slowed down as the road became more slippery from the accumulated ice. Our solution, salt!

Salt has been traditionally used to melt snow, as salt water freezes at a lower temperature. In the US, approximately 22 million tons are scattered on the roads annually. It is perhaps the easiest way to deal with snow.

What we do not know is what happens to the salt water once the ice melts. It goes down the drain, then travels to streams, lakes, and rivers. And then what?

As much as how salt helps us go through the harsh cold winter, we cannot ignore the consequences it brings to our environment. Salt residue prevents plants from absorbing moisture and nutrients. High concentrations of salt, particularly chloride, in wetlands can affect the freshwater aquatic animals in many ways. This is just to name a few.

Fortunately, there have been no major events that involve any danger to freshwater animals in Canada. The government is doing its best to be efficient in salting the roads. Nevertheless, it can be a potential concern in the future once weather conditions worsen, or we lose track of how much salt we use. Before we reach that point, it is best to look for alternatives that have zero impact in the environment.

As of now, salt is the only solution to melt road ice in the fastest possible way. However, there have been some efforts to reduce the use of salt by mixing it with other substances, such as beet juice, sugarcane molasses and brine (salt diluted in water). These do not eliminate the need for conventional salt, but they play a role in cutting down just how much we dump on the roads.

Do you have a unique method of melting road ice? Let me know!

#5 Good, but Whey too Deadly

Greek yogurt is known to be one of the healthiest types of foods. It prevents high blood pressure, and regulates our digestive system. What we do not know is the dark side of manufacturing this product.

There are negative implications in producing yogurt to the environment, as well as to cows. Producing a serving of regular yogurt typically requires the same amount of milk as producing one serving of milk. On the other hand, it requires approximately four times more milk just to produce one serving of Greek yogurt. The increasing demand of milk to produce Greek yogurt eventually places more stress on cows producing the milk.

Making Greek yogurt also creates a by-product, called acid whey, which is causing a worldwide problem. It is produced during the process when liquid whey is strained to increase the thickness of the yogurt. On the other hand, regular yogurt does not go through this process. The substance is highly acidic, and large amounts of which can kill thousands of fish when disposed in the water. Other dairy products, like cottage cheese, also produce acid whey, but Greek yogurt produces the largest amount.

There are limited options to dispose the by-product because of its characteristics. It has been fed to cows, and used as fertilizers. Experts have also attempted to convert the proteins into products for human consumption. Unfortunately, none of these attempts were successful. Cows developed digestive problems, while the experts failed to develop a feasible solution to this problem because the amount of acid whey produced is significantly larger than what is safely disposed.

Companies manufacturing Greek yogurt must understand the damage they are causing, and find ways to mitigate their footprint. The industry is continuously expanding, and this only means more waste. Acid whey contains several characteristics that can be used for revenue-generating projects. Stonyfield Farm and Chobani are already looking for ways to convert the waste into energy. Ultimately, this is an ongoing problem that can be alleviated early on provided that companies invest their time and effort. Without their cooperation, we will be experiencing a new level of ecological imbalance in the not-so-distant future.

#4 Giving Back to Your Community: Marketing as a Solution

UTEC (Universidad de Ingeniería & Tecnología / University of Engineering and Technology) in Lima, Peru, promoted its engineering program by creating a billboard that converts air into drinking water. There are about 7.5 million residents in Lima, and approximately 700,000 people do not have access to clean water. The city is one of the driest places on earth.

The university introduced this campaign as an attempt to attract more applicants in the engineering department. The billboard was placed in December 2012 along the Panamericana Sur Highway. Despite the city’s dry climate, humidity levels are at least 90% near the Pacific Coast. Therefore, engineers from UTEC have devised a way make use of the humidity in the area into something beneficial for the community.

The billboard consists of five condensers that collect water vapour, and transform it into liquid water through a process called reverse-osmosis purification. On average, it generates 96 liters each day, and is stored in a tank located at the base of the billboard.

The billboard consists of five condensers that collect water vapour, and transform it into liquid water through a process called reverse-osmosis purification. On average, it generates 96 liters each day that gets stored in a tank, located at the base of the billboard.

After investing $1200 for this campaign, UTEC experienced a 28 percent increase in enrolment. Additionally, this project won a Gold Outdoor Lion at Cannes International Festival of Creativity, as well as a Gold Clio for Content and Contact.

UTEC’s project represents the essence of innovation for sustainability. The university catches people’s attention by providing a quick solution to a very serious problem. Using their expertise to do good was an effective strategy to gain the support of locals. As a result, this campaign certainly added more reputational value to the school, provided potable water to locals, and ultimately, more applicants for the next school year.

There is still room for improvement for this campaign, and it starts by continuing this path to increase the relevance of the school among locals. There is an opportunity for UTEC to further build its equity by targeting other remote areas where clean water, or perhaps another natural resource, is hard to find. Introducing relevant and innovative marketing strategies that directly address big issues are ways to attract their audience, and gain their support.

A Billboard That Creates Drinkable Water Out of Thin Air: Watch the video here

#3 Setting Industry Standards

Water repellents are currently an emerging trend today because of the substantial benefits they bring for industrial and personal use. Hydrophobic properties can be applied in virtually any type of surface. Products like NeverWet repel water by applying layers of two different types of solutions. It is commonly used to protect an item, or surface, from collecting dirt. In wet countries like Canada, we need a product like this to protect our shoes, bags, and other belongings, so we will not have to purchase a new one anytime soon.

To see a demonstration of its hydrophobic properties, click here. I purchased this product to test it

Superhydrophic Technology

Every household and food business uses condiments, such as ketchup, mayonnaise, and barbecue sauce. Most individuals have encountered that instance when they have to keep on shaking the bottle to get the very last bits left inside. As for the others, they simply it throw away and open a new bottle.

MIT specifically developed a new product, LiquiGlide, to address these types of problems. Unlike other brands, it is specifically made to handle food products, which means no harmful chemicals used. Varanasi, one of the founders of LiquiGlide, even claims that the formula is safe enough to be eaten. The product is meant to be applied in bottles and food containers. Moreover, the formula changes depending on the contents inside the bottle. Given that, they can actually control the flow of the liquid inside the container. Perhaps a great insight is to find out the optimal speed of each type of liquid when flowing inside the container.

Implications

Waterproofing, in general, is very beneficial for consumers. Investing a small sum to protect an expensive bag is both environmentally and financially justifiable. Prolonging the life of a product will mean less waste, and more savings.

On the other hand, LiquiGlide is currently working with large CPG companies, such as Heinz, to test its feasibility. They are gearing towards building a new industry standard in the future. Global food waste levels are rising at an increasing rate, capping at 1.3 Billion tonnes as of 2011. That translates to a few hundred billion dollars down the drain. Setting a new industry standard in the future will significantly aid in reducing food waste. Not only that, it makes recycling easier to manage simply because the bottles are free from leftover liquids.

Billions of dollars of product are thrown out each year because they get stuck in the packaging. Applying LiquiGlide’s technology to consumer packaging would eliminate this waste since 100% of the product would be able to evacuate from the package, making your product more ‘green’. See LiquiGlide in action

The future of hydrophobic surfaces

Entering other industries is the logical way to expand the business. Anything to do with liquids is a business opportunity. In fact, companies, like NeverWet and LiquiGlide, are in the process of entering other categories like cosmetics products (lotions), manufacturing, and aviation. As businesses head this direction in the future, this will become a significant contributor in reducing global waste.

#2 Farm-to-Table Freshness

A farm-to-table restaurant is a concept that emphasizes the quality of food than ease and convenience. Restaurants in this category make use of seasonal ingredients that are locally sourced and usually organic. This allows the food to maintain its natural freshness and nutritional benefits in hopes to replace processed foods, which can be detrimental to the quality of the dishes and our health.

This category is rapidly growing, and there are more than 35 restaurants in Vancouver alone, such as Fable, Blue Water Café, and C Restaurant. (For all the foodies out there, I urge you to try these places, but it may be costly, so be prepared for that) These restaurants definitely see the value in locally sourced food from a business and environmental perspective. If done correctly, there are substantial benefits for the environment and for the economy.

The Good

Traditionally, fruits and vegetables have to travel long distances (cargos, trucks, trains, planes) before they reach the restaurants. There are two immediate concerns that arise: one, it means that the produce is harvested before it fully ripens, and two, travelling long distances will mean higher emissions of carbon.

Harvesting crops before they are fully ripe often do not absorb as much nutrients as they can. Thus, it is less healthy, based on nutritional value, and it does not taste as good. In addition, long delivery times require the crops to be resilient to aging. On average, food travels 2400km (1500mi) from farms to customers; therefore preservatives are sometimes added to prevent spoilage. Travelling long distances is also the main reason why crops are harvested prematurely.

The farm-to-table concept almost completely eliminates these issues. Ingredients are harvested only when it is fully ripe; hence, there is more nutrition, more taste, and less preservatives. At the same time, locally sourcing food will mean significantly fewer gas emissions. Locally-sourced foods travel approximately 72km (44.6mi) on average, and emit 5 to 17 times less CO2 than conventional food distribution systems. In fact, a number of chefs even ride the bicycle to farms and personally pick the ingredients – even better!

Aside from that, a scientific study shows that organic farming can improve the efficiency of the supply chain, reduce soil erosion and water pollution, and preserve biodiversity. Making food local can further improve the positive effects in our environment.

So why not do it?

The Bad

There will be instances when locally sourcing inputs is not good, and that is when people are doing it wrong. For example, the southern part of India is a natural producer of rice because of its ideal climate and abundance in water. After all, it requires a substantial amount of water to grow the crop. South India is responsible for supplying the whole country with rice. On the other hand, North India decides to set up its own rice plantation to increase the supply levels. However, the problem arises when a large portion of the water supply from North India had to be allocated to the plantation, which led to a water shortage.

This case teaches us that locally sourcing food is environmentally beneficial only if the produce is ideal to grow in a specific location, based on geographical conditions; otherwise, there will be more environmental damage than benefits. Attempting to grow a tropical fruit in a country with four seasons will have more negative environmental impact than simply importing the product.

The Verdict

Organic, local, sustainable. These are the key factors that will determine the success of the farm-to-table concept. It will not be sustainable if a farm attempts to grow a produce that will not thrive in a particular location. Local foods are generally healthier and tastier than conventional food products, which adds value for restaurants. More importantly, it is environmentally-friendly. Producing organic foods further strengthen the positive effects for the environment.

Relevance to Marketing

From a marketing perspective, the farm-to-table concept is a differentiator by itself. Customers are willing to pay a premium for locally sourced foods. Moreover, it also encourages the customers to keep coming back because chefs will have to come up with exciting new dishes based on the availability of food. In essence, if you can do it now, just do it already.

Now, I’m hungry.. are you?

Click on the images below to visit their websites (I did not get paid to advertise for them)

#1 Going Back to Basics

Trash piled nine yards high is converted to heat and electricity at a waste-to-energy incinerator. Photo by: Brian Cliff Olguin for The New York Times

The lifestyles and consumption habits of individuals in developed countries are causing a huge worldwide waste problem leading to overfilled landfills and worse quality of air. The world is at a state of disequilibrium. Our natural resources can no longer sustain the demands of consumers, while consumers keep asking for more.

Countries are looking for ways to efficiently dispose waste. Figure 1 illustrates common practices on how waste is managed. For the purposes of this entry, I will be focusing on waste incineration.

Illustration of the Life Cycle Assessment (LCA) model developed by Björklund et al. (2003).

Waste incineration is the practice of converting waste into ashes before placing them in landfills. It significantly covers less space in landfills, and reduces the demand for fuels, like coal, to produce heat. Additionally, this process produces combined heat and power (CHP), which can be beneficial in many neighbourhoods.

One shining example that widely practices this type of waste management is Sweden. They not only achieved the benefits mentioned above, but also generated added revenues by importing trash from its neighbouring countries, which amounts up to 700,000 tons of waste annually.

Nonetheless, we must not ignore the consequences of this practice to our environment and our health. This process emits hazardous and cancerous chemicals, unless strict protocols are implemented. Installing streamlined filtration systems can reduce the accidental exposure of these chemicals to the environment. In fact, Sweden is doing well with respect to minimizing airborne damages from incinerating garbage. Nevertheless, the ashes are still disposed in landfills, which create a devastating impact in our environment.

This leads us to the fundamental question: is this sustainable? In my opinion, not even close. This strategy is beneficial in the short-run for managing waste, but it does not fully address the real problem. It may have an indirect effect to consumers by taking away the motivation to reduce consumption. Hence, it is necessary to find alternative cleaner methods in disposing garbage, and it starts at the consumer level.

Consumers need not wait for government interventions before taking action. There are three basic methods in which consumers can be proactive and play a significant role: reduce, reuse, and recycle. These simple techniques are quick and easy ways to minimize waste that incur little-to-no cost for the consumers.

Supporting green products by creating demand in this market is another strategy that can help. Research has shown that consumers are willing to pay more for products that can help the environment. However, the issue lies in the lack of awareness, or perceived availability for green options in many categories. This is perhaps the biggest constraint that prevents consumers from switching to green products. Stimulating demand for greener product may have the capacity to encourage companies to introduce more in different categories, which may raise awareness.

Today, we are consuming the resources of one and a half Earths. We only have one to live in. Waste incineration certainly creates a positive impact in transforming waste to energy. It also serves as a good substitute to landfill disposal, but waste prevention techniques will always be the best option to combat our global problem.