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Showcasing the Growth of the Green Economy

Zack Lyman, a managing partner of Reware, displays some solarpowered carrying cases called 'juice bags.'
Zack Lyman, a managing partner of Reware, displays some solarpowered carrying cases called 'juice bags.' (Susan Biddle -- The Washington Post)

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By Michael S. Rosenwald
Washington Post Staff Writer
Monday, October 16, 2006

Keith Ware dressed naturally to set up his booth at the Green Festival. He wore an organic cotton hooded jacket, organic cotton blue jeans and organic hemp work boots, the soles of which are made from recycled surgical gloves. He was not, however, wearing his organic cotton underwear.

"That's not to say I don't own some," he said.

Ware is one of the owners of Eco-Green Living, a Logan Circle store that sells organic and fair-trade products such as teas, hemp boots and even the makeshift floor he was setting up, which was made from Marmoleum -- a combination of linseed oil, wood flour, rosin, jute and limestone. He was an exhibitor over the weekend at the Green Festival, which drew crowds of people to the Washington Convention Center to celebrate light bulbs that last 60,000 hours, investment funds targeting socially responsible companies and paper made from elephant dung by a company called Mr. Ellie Pooh.

The show, the third in the District, grew from 250 exhibitors in the first year to more than 350. Although some exhibitors were selling products, the chief intention of the show was to develop the industry by connecting the principles and products of green businesses with mainstream customers.

By many accounts, the green business movement is taking off, with the marketplace topping more than $228 billion in the United States and with such companies as Wal-Mart Stores Inc. getting into organic food and General Electric Co. plowing into renewable energy. Levi's is introducing organic cotton jeans. Vanity Fair recently published a green issue.

"I think the business has taken off like a rocket," said Kevin Danaher, co-founder of Global Exchange, a San Francisco organization that promotes social, economic and environmental justice around the world. "I think it's left the launching pad."

But as Danaher and others pound away at expanding the green economy, what was long a counterculture movement is now embracing one of its sworn enemies -- big business -- as a key component of the cause. Danaher's organization has railed for years against Nike Inc.'s manufacturing methods, accusing the company of running sweatshops, yet he says the Wal-Marts of the world can help the world go green. Such companies legitimize the movement and can offer a wider market for niche products from smaller companies, he said.

"It's the big guys genuflecting in the reflection of our values," he said. "The previous economy was based on money values. The next economy will be based on life values. You do commerce and make money, but you're making your money by saving nature and protecting human rights."

Danaher acknowledged that embracing big business may seem contradictory, and not all green groups agree with him. Wal-Mart has plenty of critics, who argue that the retailer's drive for low-cost products could degrade organic standards. "It creates confusion," Danaher said. "People have this anti-corporation, anti-big thing, which is understandable. Wal-Mart knocks out small businesses. They keep their wages down." But, he said: "They get it out into the public mind. That's why we do this show. Let's get into the general public. Preaching to the already converted doesn't take you anywhere. It's taking it into the mainstream that does."

Ware's store has been open for about a year. Besides selling to walk-in customers, the store supplies home-building and remodeling contractors with tankless water heaters, solar-powered roof fans, bamboo flooring and nontoxic paints. "We have grown phenomenally," he said. "We've gone from doing a couple hundred dollars a month to several thousand a day."

One of the most common questions Ware gets about his business is about competition, particularly from big companies. Wal-Mart, for example, has invested heavily in its organic business, becoming the world's largest buyer of organic cotton products. Last year, GE said that its Ecomagination program, which it describes as building "innovative technologies that help customers address their environmental and financial needs and help GE grow," generated $10.1 billion in revenue, up from $6.2 billion in 2004. Waste Management Inc., the country's largest waste collector, is turning landfill gases into electricity for 400,000 homes.

"People always ask me about competition," Ware said. "No. No. There is only validation of the industry right now. It hurts the movement if they are doing small things for the publicity. If they are genuinely trying to do the things that they say they are doing for the right reasons, then it helps. I'm sure they are finding that, heck, they are earning more money off it. The idea is to get everybody moving."


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