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October 23-24, 2010 - Washington, DC

November 6-7, 2010 - San Francisco, CA

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2006 Conference Highlights

A record number of people attended the 4th annual Green America Business Conference. Attendees raved about the networking opportunities, welcoming atmosphere, and inspiring speakers.

Marcee Yager a first-timer remarked, “I was VERY impressed with the many ways that we were encouraged to network and develop a sense of community…the speakers were inspirational and the food great.”

The conference kicked off with Ian Kim from The Ella Baker Center discussing a “third wave” of environmentalism inspired by The Apollo Alliance. This broad-based coalition is creating “green collar” jobs in the San Francisco area and is represented by organized labor, environmentalists, community-based organizations and green business leaders. Their mandate is to create local jobs with cutting-edge job training in renewable energy, green building and green products.

Ian Kim of Ella Baker Center

Medea Benjamin of Code Pink and Global Exchange reviewed the election day results, in which we affirmed that the green values we hold dear are shared by many across the nation.

Medea Benjamin of Code Pink and Global Exchange

Green America's Green Business Network™ Director Denise Hamler gave an inspiring update on the many positive green trends she saw in 2006. She pointed to examples of green going mainstream such as Al Gore’s movie "An Inconvenient Truth" and special green issues of Newsweek, Vanity Fair, Elle, and Fortune.

In The State of the Green Economy, Frank Lampe presented an exclusive preview of 2006 LOHAS Industry and Consumer market research produced by the Natural Marketing Institute. This report documents the size of the marketplace and provides a state-of-the-industry profile on what it means to be a LOHAS company in today’s marketplace. The new study incorporates a major new segment, referred to as “Naturalites,” which are consumers very interested with health issues, but not particularly concerned with sustainability. (LOHAS—Lifestyles of the Health and Sustainability.)

Frank Lampe of Natural Marketing Institute updates attendees on the state of the green economy with the latest LOHAS market research

Paul Ray and Dixon de Leña of Integral Partnerships in Strategies for the Future of Green Business, stressed the importance of green businesses speaking authentically to customers about the values and visions that drive their work.

“Those that distinguish themselves through deep commitments to sustainability and social justice are defining what business will be in a ‘new wisdom’ society. Corporations will try to copy us but they’re going to have a hard time. Business models that reflect true and deep commitment to social justice are hard to duplicate or replicate.” Their recommendation, “ Keep innovating and you’re stay ahead of the competition.”

Their marketing advice summed up, “Your best sales and marketing proposition is to show who you are…use your web sites to tell about the company behind the products…the cultural creative customer wants to know HOW companies do what they do and love to hear stories about process and how you’re creating a positive future.”

Paul Ray and Dixon deLeña's Presentation (PDF, 340KB) »

Paul Ray and Dixon de Leña deliver strategies for the future of green business

Jill Bamburg, author of Getting to Scale: Growing Your Business Without Selling Out, described her research on 30 values-driven companies that have grown to scale.

Bamburg, professor and dean at Bainbridge Graduate Institute, saw a powerful relationship between strategy and mission in the companies she studied. She offers nine key lessons that can be applied by businesses in any industry. One such approach was looking at strategic planning…

“The traditional business approach distinguishes heavily between strategy and opportunism—the old advice was to work that plan and stay focused, but the companies I studied realized that opportunities are always arising. By staying focused on the companies’ core mission, these companies were able to stay on top of rapid changes in the marketplace.”

She also noted another interesting similarity, in these companies, was their emphasis on hiring. “Hiring is a critical component for mission-driven companies, people are highly invested in these businesses and you must hire the right person who is most invested in making the company successful.”

Jill Bamburg's Presentation (PDF, 1.1 MB) »

Jill Bamburg, author of Getting to Scale: Growing Your Business Without Selling Out, described her research on 30 values-driven companies that have grown to scale.

Sharif Abdullah of the Commonway Institute was so inspiring with his stories from his recent book, Creating a World that Works for All, that attendees lined up for three hours to talk with him. He challenges people to rethink values, actions, and the reality of the world. Abdullah posed the question, “If I asked you to design a culture in which money is the highest value, what would it look like? It probably looks a lot like what we have now but, if I ask you if those are your values, you would say they’re not.” By changing how we think, we can change ourselves, our nation and the world.

Sharif Abdullah
“Culture change is at the core of our work together.”

Green America Executive Director, Alisa Gravitz, an expert on climate change and economic solutions to social and environmental problems gave specific examples of how green businesses are part of the climate solution. “Bringing solar to scale is essential for meeting the global climate crisis, for creating good jobs in every community and for addressing poverty worldwide.”

Chip Conley of Joie de Vivre Hospitality and co-author of Marketing that Matters—10 Practices to Profit Your Business and Change the World, described his challenges as he built the largest boutique hotel company in California by consistently focusing on customer values—even those they may not be aware of.

In his presentation and book, using real-life examples from Patagonia, Clif Bar, and his own company, he shows how to define a company’s mission, goals, and potential audience in ways that are flexible, creative and true to your organization’s core values. Using their ten practices a business can engage customers using innovative marketing techniques.

Chip Conley of Joie de Vivre Hospitality

“Think about your customers,” says Conley, “and try to identify what percentage are value-driven and which are values-driven. Unless you have all values-drive customers, you may want to consistently have a value and a values option in what you deliver to them.”

Peter Barnes, founder of Working Assets and author of Capitalism 3.0, challenged attendees to help create a new operating system for the U.S. in which the “commons” such as air, water, and carbon capacity are protected on behalf of everyone.

Peter Barnes, author of Capitalism 3.0 and founder of Working Assets

During a fascinating panel four San Francisco women entrepreneurs described how they overcame their largest obstacles to growth.

Reem Rahim founded Numi Tea with her brother Ahmed Rahim in 1999 offering fair trade, certified organic, full-leaf teas. Reem described their struggles to finance their incredible growth of 60-75% a year without losing control of the company to investors.

Denise Conley of the Conley Consulting Group launched her community development consulting firm after spending years in a large firm. Describing the satisfaction from doing community work, Conley said, “I realized I loved spending time with my clients and I get the pleasure of seeing the changes that I’m involved become real. I drive around with my family knowing that I have made things happen here.”

Bu Nygren is a co-owner of Veritable Vegetable, a $30 million produce distribution cooperative with 95 employees in San Francisco began in 1974 experiencing an average annual growth of seventeen percent. Such consistently strong growth was a real struggle for an organization who’s motto was “food for people not for profit.” By staying connected with their core values, the organization has innovated not by growing to other markets, but by expanding their local market for organic produce.

Feysan Jefferson Lodde, co-founder of MV Transportation, a medical transportation company with 9,000 employees in 27 states, wrought emotion from the audience as she described her the company’s response to the Katrina crisis. When the levies broke, Lodde was in Los Angeles at a relative’s wedding. After learning of the flood damage that was occurring, she immediately called her CEO. Within a few days, the company had mobilized 50 vehicles to the area to transport survivors…even though they had no business in New Orleans, it was the right thing to do.

Panel of Women Entrepreneurs

Mark Davis from The Organic Center reviewed the current organics research and their work to generate credible, peer reviewed scientific information and communicate the benefits of organic farming and products in this ever growing sector.

Mark Davis's Presentation (PDF, 2.8 MB) »

Betsy Rosenberg of AirAmerica’s EcoTalk interviewed Gerald Prolman, founder and CEO of Organic Bouquet, about his company’s growth, development and current eco-labeling initiatives. Prolman, with a smile and warm disposition, humbly shared how his company works to minimize their ecological footprint as much as possible in all aspects of their organic flower business.

Gerald Prolman of Organic Bouquet and Betsy Rosenburg of Air America's EcoTalk

From Seed to Shelf
Jeremy Black, Global Brand Manager, Sambazon; Mike Fata, President, Manitoba Harvest; Heather Howitt, Founder/Former CEO, Oregon Chai, and David Karr, Cofounder, Guayaki Yerba Mate, encouraged working together with other businesses and building ties to reach into the organic food and beverage industries. Their companies offer healthy choices for people and encourage sustainable farming methods and sustainable ways of doing business.

Arran Stephens, CEO of Nature’s Path Foods, shared a heart-touching story of their company from a small family farm in Canada to North America’s largest manufacturer of certified organic cereals with over $150 million in annual sales. “The importance of green values in our buisness, is as important as the people and family behind the business.”

Arran Stephens
The Stephens family has decided to remain firmly in control of this values-driven business and has never used venture capital. “We have plowed every penny of profit back into the company ….the only way a company like ours can become truly sustainable is for us to remain independent.”

The 2006 Green Business Leadership Award was presented to Elan La Londe of New Leaf Paper by Natalie Marquis of Habitat Suites, 2005’s award winner.

David Korten, author of The Great Turning and When Corporations Rule the World challenged green businesses to remember that on a finite planet, sustainability and equity are inextricably linked. Not only should we focus on sustainability, but also equity because it is impossible to grow our way out of poverty, given the finite resources of the planet.

David Korten and Alisa Gravitz

Paul Stamets, Owner of Fungi Perfecti captured the audience’s attention with the amazing ability of mushroom mycelium to replace chemical pesticides and breakdown toxic wastes, such as diesel, dioxins, and numerous others into nontoxic materials.

Paul Stamets of Fungi Perfecti

Order the books mentioned above through Berrett-Koehler Publishers, or call 800.929.2929

Make plans now to attend the Green Business conference in Chicago – April 17-20, 2007
To learn more visit www.coopamerica.biz »

We continue to receive notes from the attendees on their experiences at the conference and their determination to keep on creating and building green, responsible companies

“For my business, attending the Green Business Conference is the inspirational and motivational highlight of the year!”

“The conference is the fast track to understanding the green economy and connecting with experienced leaders and newcomers…it is a MUST for every green entrepreneur.”

Lynn VanLeeuwen, in her report on the conference,”Coaching Green Businesses to Reap theRewards of Inspired Leadership” wrote, “I encourage all green business leaders to join the camaraderie and learning experience at the next Green Business Network conference.”

“The conference celebrates the importance of strong community in a world where technology and busy schedules often keep us separated.”

“It was encouraging to focus on the beginning is here instead of the end if near…I am inspired to put what I learned into practice in my community and business.”

“The conference creates an atmosphere like the perfect spot in a garden where soil, water, and light enhance the growth of many different plants together.”

“How exciting to be around so many people whose heart and spirit are in the right place and who are putting it in action through their work…and its gratifying to be one of them.”

Additional Resources

View available presentations from past conferences »

As an additional feature of the Conference Highlights this year, we also have a free leadership and management synopsis of the conference which was contributed by Lynn VanLeeuwen. Lynn has pulled out and organized pertinent green business management concepts we heard at the conference by major business function.

Click here to get your free file of this "Special Report, Green Business Leadership and Management Insights from Coop America’s 2006 GB Conference in San Francisco, Nov. 6 – 10" (PDF 1.1 MB) »

Order the books mentioned above through Berrett-Koehler Publishers, or call 800.929.2929.

Register now »