Sprig: Your Green Style Guide

Eco-Entrepreneurship and Shopping for a Good Cause

Hoping to start a business to help support a good cause - or just want to buy something cool while helping save the world in the process? This week, the experts from Sprig told the story behind the FEED line of tote bags and chatted about living a life that is stylish, environmental, entrepreneurial AND ethical. At Sprig, you'll find tips on green shopping, fashion, entertaining, decorating and more.

Sprig's editor Jeanie Pyun was joined online Thursday, September 11 by Lauren Bush and Ellen Gustafson, the CEO and executive vice president of FEED Projects. Proceeds from the sale of FEED's tote bags help provide meals for hungry schoolchildren in the developing world through the United Nations World Food Programme.

Jeanie Pyun is founding editor of Sprig. She was the editor of Organic Style magazine back when "organic style" was considered an oxymoron, and co-editor of InStyle Home magazine, where celebrity and style unquestionably and always go together. She thinks that shopping and doing good can be uttered in the same sentence. Lauren Bush is a model and honorary spokesperson for the World Food Programme, and was recently interviewed inSprig. Ellen Gustafson is a former WFP communications officer.

For all the latest on environmental science, policy and living, visit washingtonpost.com's Green Section.

A transcript follows.

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Jeanie Pyun: Hi, everyone. We're really excited about the chat today. We have FEED bag founder Lauren Bush and executive vice president Ellen Gustafson here. They created this amazing project where if you buy a bag off of Amazon.com, it feeds a child in school for a year. How amazing is that! Plus the bag is made of sustainable fibers and undyed cotton, so that lessons its environmental impact, too! Here we go!

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Lauren Bush: Hi this is Lauren, from FEED Projects, I am excited to be here to talk Green Business! Let the questions roll!

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Ellen Gustafson: Hi! This is Ellen from FEED Projects. Excited to hear your questions!

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Brooklyn, NY: Can you tell me more about the school feeding program your work supports?

Ellen Gustafson: Hi Brooklyn, NY. Thanks for asking about school-feeding which is the program that FEED bag donations support. The UN World Food Program provides meals in school (just like our school lunches in America) to hungry kids in the most food-insecure areas of Africa, Asia and Latin America.

The school meal draws kids into school and helps them have the energy to learn and grow! WFP provides school meals to over 20 million kids in 74 countries around the world.

Our FEED bags have helped to provide over 50 million meals!!

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Feed bag owner!: What were the biggest obstacles that you came across in starting your company? Should we expect to be confronted with green disbelievers if we want to start our own venture?

Lauren Bush: Starting our business, like starting any business was really trial by fire. Luckily because we are two young girls, and the mission of our company is really to give away most of our profits, it was easy to get the help and advice of a lot of amazing (more experienced) people! I think the biggest obstacles were really just figuring out the system of producing bags, shipping, purchase orders, etc... The giving money away bit is easy!

As for green disbelievers, I think it is important to just pursue one. As long as what you are doing is genuine, then who cares what they think. For the FEED bag... the idea was to raise lots of $ and awareness for WFP's School FEEDing Program through the sale of these cool reusable shopping method. So when doing something 'good', to not be 'green' would have been a contradiction. Most people have understood that, and not given us much grief!

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Jeanie Pyun: Just wanted to add, in case readers aren't aware, that there are two FEED bags, one that is a larger reversible tote (brown and white) that you can get -- which I just noticed is $42, not $60, so it's a bargain right now, folks! -- on Amazon that feeds one child in school for a year. There is also the FEED bag 100 version you can get in Whole Foods, which buys 100 meals for schoolchildren in Rwanda. I bought one for my sister and one for my mom, and I gotta say, it feels great to see them use them. :-)

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Malvern, PA: How many countries rely on the WFP to help feed their children? Are most of the child feeding programs that the WFP supports tied to school attendance?

What is your next big project?

Ellen Gustafson: Hi Malvern, PA.

See an earlier post for WFP school-feeding stats. School feeding is a proven way to increase school attendance by 100%!

Our biggest project now is the FEED 100 bag at every Whole Foods Market store across the country and are hoping to be able to sell them all, so that we can provide all of the school feeding for the entire country of Rwanda for a year! We are working on future FEED bags which support school feeding in Cambodia, Guatemala, Rwanda, Ethiopia and Haiti. Check out our website, www.feedprojects.org for new products!

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Chelsea, NYC: Hi Lauren,

I've seen the FEED bag here and there around town, but haven't actually asked anyone what it means. What do you tell people?

Lauren Bush: Simple... The FEED bag is a measurable way to give money to this amazing School FEEDing Program that the UN World Food Programme does in 74 countries around the world. It is an easy and fashionable way to do something good for our world's children. And in return you get a very neat badge of honor in wearing this eco-bag around town!

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Chicago, IL: Does FEED endorse a specific presidential candidate? If a candidate wanted to use FEED bags at an event, would you sell to them?

Ellen Gustafson: FEED is for everyone! We have a humanitarian, apolitical mission: to feed hungry people, and especially children, around the world. I think all people can support that!

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Whole Foods Shopper: Lauren, every time I go through the checkout line at Whole Foods I'm inspired when I see your Feed Bags. Where did your idea come from? I really want to start some sort of green business/charitable initiative but I don't know where to start.

Lauren Bush: That is wonderful that you have seen the FEED bag in Whole Foods! We are so proud of our new partnership with Whole Foods, as they are really a wonderful company with very like-minded values when it comes to the food system.

The idea came from 3 things- 1) traveling with the World Food Program around the world and seeing their amazing School FEEDing Program firsthand. Then returning from my trip wanting to do more and give more back than just talk about it, 2) at the same time, fashion and design were always an interest of mine. And I knew that creating a 'trendy, cool' item would be a good way to spread a message, 3) it was obvious that the anti-plastic bag, green movement was on its way (finally), so to do something 'good' and 'eco' was a given! And thus the FEED 1 bag was born. And after meeting Ellen Gustafson, who was working at the UN at the time, we teamed up and have been selling FEED bags since April 2007.

As for starting your own green business/charitable initiative... I think it is important to have a clear mission. Also, to just stay focused and do it. Green or charitable giving can really be incorporated into any business plan!

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Jeanie Pyun: Hi, I hope you guys (meaning, Lauren, Ellen, and you guys, the readers) don't mind if I throw out some general green business info here and there. It's so great that people want to start green businesses or start greening the businesses (or workplace) they already have. Some stats to encourage you, starting with:

*Small companies make up 98% of all the companies in the United States. We hear so much about Big Baddies that we forget that the real economic force and environmental impact comes from the combined might of all the mom-and-pops, individual-owned businesses, smaller companies, and amazing charitable companies, like Lauren's and Ellen's FEED Projects. This is really power in the people's hands. If each small company took steps to make green changes, the positive results for the planet and health of everyone on it would be enormous.

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Ann Arbor, MI: This product seems like a consumer's dream - mixing style with a good cause. How did you develop such a creative idea?

Ellen Gustafson: Hi Ann Arbor,

Lauren developed the FEED bag concept to be both a reusable, eco-friendly shopping bag AND have an important donation and message to support feeding hungry kids! Lauren and I met at the UN World Food Program, where I was a Public Information Officer, and we decided to make FEED happen! We are so happy that FEED bags have been so well-received, thank you!

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New York, NY: Lauren, are there any factors that come up against starting a green business that you wouldn't typically face starting a, for lack of a better word, "normal" kind of business?

Lauren Bush: I think some factors are that green materials can be more costly. But because there is a consumer demand for green products, generally consumers are willing to spend more. Also, there is a little 'green washing' happening these days, which means people are claiming to be green for marketing purposes and are not living up to their claims. Thus it makes everyone actually doing something legitimately green look a little less legitimate. But ultimately, if what you are doing is unique and done well and with a heart, I think it will be well received! Good luck!

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Jersey City, NJ: I'm starting a women's wear line and I want to do something ecologically healthy, but I can't sacrifice my fabrics. What are some good other options?

Lauren Bush: Yes there are some great fabrics out there! Our FEED bags are made or organic cotton twill. But there are even more luxurious fabrics out there... Bamboo (which is so soft), Hemp Silks are beautiful, Ingeo, Organic Wools, Organic Cotton blends, and many more. If you search for organic fabrics you will find some. I have even gone to a fabric show and there were some there. Happy hunting!

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San Francisco, CA: Hi, I am 100% behind what you're doing! Still, not to be a cynic, but how do I know my money is going to good use? I can appreciate that there are production and administrative costs, but what percent of profits go to helping these great kids?

Ellen Gustafson: Hi San Fran.

Thanks for your support and important question. One thing that is important to us is that we give a very measurable donation from each product to the World Food Program, and each donation does exactly what we say - either FEEDs 1 child for a year (FEED 1 bag) or provides 100 school meals (FEED 100 bag).

We also are proud that our bags manufactured using 100% organic cotton and sustainable burlap AND in a fair-certified factory (which makes the bag itself more expensive than your average tote!). So, 1/3 goes to feeding kids, 1/3 goes to producing a great bag, and 1/3 goes to our retail partners, shipping, warehousing, marketing and overhead combined!

Hope that helps.

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New York City: How hard was it to hit the ground running with your business? And what was it like getting the bags into Whole Foods? I know there can be a lot of hoops to jump through. And with a green charity is it harder or easier to get people to listen?

Lauren Bush: Hi... As I mentioned earlier, starting a new business is never easy- but it is super fun and rewarding!

It was about a 3 year journey to get the bags in Whole Foods, but it was worth every minute! Whole Foods is a regionally run machine, so we literally had to get all 12 regions to agree to take and sell bags. But when all the regions agreed, making FEED 100 a nationwide product, we were so excited!

I think doing something green does make people pay a bit more attention. There are so many innovative business that incorporate green in some way. It is an exciting time to go into this field. But again, it has to be genuine and done with heart, or it will be construed as just another 'green effort'.

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Lock Haven, PA: This is just a general question - how can I incorporate being green into my everyday life?

Lauren Bush: Ways to incorporate green into your everyday life are... being a conscious consumer (aka. buying Method or Seventh Generation cleaning supplies instead of normal ones), buying things that will last, green lightbulbs, supporting small organic farmers through purchasing your veggies and fruits via CSAs, recycle, and of course- use your reusable bag (hopefully a FEED bag) when you go shopping instead of plastic bags.

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Jeanie Pyun: Green Business on the Grow

Some more general green-business good news to share: Because of the consumer demand for affordable energy, green business is booming. Venture capitalists are investing in any alternative energies (i.e., algae that can be made into oil), green collar jobs are quadrupling in areas like the Pacific Northwest, and a recent paper in D.C. put forth a plan to create 2 million green jobs in 2 years, and included tax write-offs for property and private-business owners for eco retrofits. All of which means that out of necessity and market demand, we are slowly going toward a new world, in which carbon emissions are lowered and everyone's awareness about it and other green issues are heightened. This in the midst of our current campaign climate -- is it culture wars or energy wars that are happening? Both, probably. Either way, the expansion of green energy and businesses will be a part of it.

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Bethlehem, PA: What are the lessons learned regarding "social entrepreneurship" from your experience in creating this company focused on the critical issue of school feeding?

Ellen Gustafson: Hi Bethlehem, PA! I think the biggest lesson learned is that you can have both "sustainable" values for the planet AND run a sustainable, lasting business. We try to remember ways to be eco-conscious and socially-conscious at every turn...which has helped us sell lots of bags and create a viable business, too! We hope that we can be part of a movement which will move all businesses towards combining values and concern for the planet and its people with the mission to sell products and services. Thanks!

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Modeling: I guess this question is for Lauren, mostly? It seems to me that modeling can be exciting and fun, but probably not that intellectually stimulating. Or am I just stereotyping? I guess I am wondering whether any frustration you had with the modeling life led you to volunteering with the UN and now to starting your own line of bags.

Lauren Bush: Yes, as you might have guessed, modeling is not the most stimulating of jobs... but for me it was a great intro into the fashion world. My experiences modeling led me to really pursue design and study photography. The UN work was an amazing experience that I feel so lucky to have had over the past 5 years. It has really expanded my perspective on the world so much, and lead to the concept of the FEED bag.

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Cafe in CT: A friend of mine has a cafe in Connecticut and I was wondering, she's been talking about going green with her business for awhile, where's the easiest place to start? It seems so daunting to take the first step.

Lauren Bush: That is wonderful! I think taking a business green could be as much as buying post consumer recycled paper, and off-setting your carbon footprints when you have to travel. Or encouraging your employees to take public transport. Or using organic ingredients. It obviously really depends on what sort of business it is. But there are so many small steps one can take.

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West Village: Can you explain the economic chain of how the cost of 1 bag can feed one child for one year?

Ellen Gustafson: Hi neighbor in the West Village!

Our business plan and donation structure are based on including the cost of feeding children in our wholesale cost of goods to retailers. So, when we sell FEED bags to Amazon.com or Whole Foods Market, or Rugby store, Harrods...any retailer, we include the cost ($20) to feed one child in school for one year (or $10 to provide 100 school meals) in our wholesale price to them.

This way, the donation is a fixed cost and we can immediately ensure that it goes to our FEED Foundation non-profit to be given entirely to the World Food Program.

WFP has such a large distribution and logistics network, that they can provide schools with bulk food very inexpensively. It is truly an amazing thing to support!

Thanks.

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Baltimore, MD: I am interested in starting a line of green children's bookbags designed by kids. I will also be including a line of diaper bags for the moms. We will be giving 10% of our profits to a charity. I have two questions: 1. I have found a lot of wholesalers for eco-friendly materials, but I cannot seem to find one that has reused and vegetable-dyed leather. 2. What charity would you recommend sharing our profits with? I want one that really could use our help. Every day we get up and work, it is not only for ourselves, but also to benefit the charity. We want to choose wisely.

Lauren Bush: From one bag company to another I think that is great! To answer your questions...

1- We have not even looked into using leather yet, as our two main materials are burlap and organic cotton. So I am not sure what to recommend.

2- The charity you want to give to really depends on what you are passionate about. If you are doing children's bags, perhaps a children's charity would be appropriate.

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Lehigh University Professor of Entrepreneurship: This is a great dialog on important subjects. Congratulations to two smart, caring and hard working entrepreneurial role models.

What do you have planned for the next "line extension"?

Ellen Gustafson: Wow, thanks!

We are coming out with a new bag at Rugby stores and Rugby.com in the fall and we are excited to continue to sell FEED 100 bags at Whole Foods Market's nation-wide in our pursuit to FEED the children of Rwanda!

Thanks again!

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Jeanie Pyun: Hee hee, I love all these questions on FEED bag and for Lauren and Ellen! I guess that makes me totally free to stump on about green business :-).

Here are a couple of resources if you want to start a green business:

*The best way to gather information is to...talk to people who are already doing it. Green Drinks is a great networking organization, one of the largest, and it exists in over 100 countries and all over the U.S. We totally love the head of the US division, Margaret Lydecker -- she's a hoot. I'll send a link of our interview with her, as well as a link to the organization to find one near you.

*GreenBiz.com. This site has news, how-to information, info about seminars and forums and all other kinds of info-exchanging gatherings. It also has a Small Businesses section. Check it out....

*I just noticed an online community for eco entrepreneurs at greenbusiness.net. Again, talk to people, and answers will come....

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washingtonpost.com: Margaret Lydecker of Green Drinks (sprig.com)

Jeanie Pyun: Here's that link to the head of Green Drinks interview I mentioned:

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washingtonpost.com: Green Drinks International

Jeanie Pyun: Here's the link to the Green Drinks network -- check for one near you:

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New York, NY: I would like to know, have you thought of creating another kind of item, other then the bags?

I also want to say I'm proud of you both.

I'm Ellen's Aunt Mimi.

Lauren Bush: Hi Ellen's Aunt! Thanks for joining us today! We have thought about doing products beyond bags, but for the time, we are having so much fun with bags, that we want to stay focused! Will certainly keep you posted though.

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Green Office: What is the best kind of eco-paper to buy for the office and which is most cost effective? I've been kind of baffled by this certified, recycled, post consumer language.

Thanks!

Lauren Bush: Post-Consumer is the best, because that means it is made from paper that has already been used. And I believe even places like Staples are selling it now.

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Inwood, NYC: I'd love to start up a charitable fashion venture (t-shirts), but cringe at the thought of what, in the end, basically amounts to yet more landfill waste. Do you have any tips on how to salve our eco-guilt about creating new products? Aside from using recycled or sustainable materials, what else can I do?

Conflicted Fashionista

Lauren Bush: Hi Conflicted Fashionista... As you said, no product is a completely 'good' product! And more products in the world does mean more waste and pollution. But that is what humans do, create waste. It is impossible to avoid. But that said, if you make a product (aka clothes or accessories) that are well made and made of eco-materials, than you can sleep well at night knowing that hopefully your product will last for a while and the materials you used were not as harmful to the environment as they could be. And hopefully by your creation, other people will be inspired to do the same. But again, nothing is perfect.

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green wanna-be: Do you think that there is a hole in the green market? What businesses haven't been started?

Ellen Gustafson: Hi green wanna-be.

Great question. I think that until most general consumer products are made with recycled, eco-friendly materials we have some work to do. I was looking everywhere for biodegradable plastic baggies last night, so I could compost a bit more neatly :) But, that is probably not so glamorous. Any entry into the "green" market of products is a good one.

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Omaha, NE: Hi Ellen and Lauren, can you tell us a little about any upcoming products?

Lauren Bush: Upcoming products... The FEED Rugby bag in Oct 2008, which will help fund our Student FEED campaign. To learn more visit our FEEDfoundation.org website or FEEDProjects.org. Check it out!

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Washington DC: Lauren, why the reversion of the mainstream fashion industry to fur? I am astounded that Donna Karan, Chanel, and other leading houses persist in marketing fur. Any thoughts?

Lauren Bush: I am a lifelong veggie, so obviously don't love the use of fur. I think it is becoming slightly taboo to use fur. I know companies like Ralph Lauren have stopped. So it is something that people are becoming more conscious of.

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Brooklyn, NY: This question's for Lauren. Hi! I was really excited to read that you've launched an eco clothing line. Looking forward to seeing it available. I'm also interested in putting together eco garments (and who knows...maybe one day start a line.) What are some good resources for finding organic and bamboo materials? Are the costs terribly higher that buying non organic and sustainable fabrics?

Lauren Bush: Thanks! Cant wait for you to see it! Good resources for finding organic materials is Organic Exchange. That is a good place to start. And then just going to fabric shows and seeing what is out there. And the prices are a bit higher, but not extremely. Go for it!

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Minneapolis, MN: Hello, I'd really love to help those living in less economically stable countries, but due to government or local "red tape", I've had difficulty in sending clothing or even charitable donations to people. Do you have any suggestions for getting help to them, via starting one's own business? Aside from moving to these locales, how would I even begin to find a way to distribute my profits (good fortune)?

Ellen Gustafson: Hi in Minneapolis, MN.

It's tough to send things directly to people overseas, for many reasons, although trying to donate gently used items is a great cause! I would suggest first going through an organization with an established logistics channel to get to people. That said, I think it is important to try and visit the organization operating in the field, so you can be more sure of their methods and guarantee that donations reach the needy.

Lauren and I have both visited WFP operations around the world and we even brought Execs from Whole Foods to Rwanda before we launched our FEED 100 campaign...you can see it for yourself on http://www.youtube.com/watch?v=C48LFHiQPc8

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Jeanie Pyun: A little ramble here....Of course, all the shopping on Sprig.com is green and/or Fair Trade. That brings to mind one of my perversely favorite Diggs on that news aggregator site, which was pretty popular (1200+ diggs) and basically said: The best thing to know about starting a green business: not making anyone buy any more stuff. !!That is totally true. HOWEVER, if you need something, or if you're going to buy something anyway (because it's part of human nature to express ourselves through adornment and how we live) why not check out what's out there that is harming the planet less and/or helping a community -- and if you find something you like, feel good about getting it. That's our philosophy at Sprig...and this was a long-winded way of saying that almost every expert profile on Sprig.com is about a green business founder -- most of them not huge conglomerates, that have faced all sorts of business challenges. Green-wise, the main one might be: How can I make the lifecycle of my product -- from resources, to production, to packaging, distribution, marketing -- have less of an environmental footprint? (For a fabulous, smart and compelling explanation of life cycles and production, see Annie Leonard's The Story of Stuff online video. I'll send a link for her interview also ;-). But our favorites are those green and social entrepreneurs who are creating green-collar jobs in neighborhoods who need them. Like Lauren Bush and Ellen Gustafson, they're creating products and jobs that help. Links comin' up....

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washingtonpost.com: Omar Freilla of Green Worker Cooperatives (sprig.com)

Jeanie Pyun: Here is an example of do-good work, like FEED!

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washingtonpost.com: Majora Carter of Sustainable South Bronx (sprig.com)

Jeanie Pyun: Here's another!

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washingtonpost.com: Annie Leonard on The Story of Stuff (sprig.com)

Jeanie Pyun: Finally, the great Annie Leonard:

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Ellen Gustafson: Thanks for the questions, everyone! Please visit www.feedprojects.org and www.thefeedfoundation.org for more info.

Best, Ellen

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Lauren Bush: It has been a wonderful conversation today! Good luck to everyone with their green businesses! For more information about FEED please visit our website- www.FEEDprojects.org. Cheers!

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Jeanie Pyun: What a great chat! I really loved hearing the questions and answers. Thanks for them and thanks to Lauren and Ellen. Have a great green day!

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Editor's Note: washingtonpost.com moderators retain editorial control over Discussions and choose the most relevant questions for guests and hosts; guests and hosts can decline to answer questions. washingtonpost.com is not responsible for any content posted by third parties.