How Green are Green Businesses?

"RISMEDIA, April 28, 2008-(MCT)-Global warming may be bad for the environment, but it has been great for one industry: eco-marketing.

With April being the month we observe Earth Day, it seems every industry is eager to tout its green credentials. There are environmentally friendly spas, green printing presses, green liquor companies, and green alternatives to inflating the tires of your gas-guzzling SUV.

There are at least two good reasons for the green push: the environment, of course, and greenbacks.

According to the LOHAS Journal, which measures the green marketplace, 19% of U.S. consumers buy goods with an eye on their sustainability and environmental impact. Green products generate about $227 billion in sales, and that could reach $1 trillion annually within 12 years, the journal estimates.

“Every major player in every industry is trying to figure out an environmental strategy,” said Marci Zaroff, the founder of Under The Canopy, a Boca Raton, Fla.-based manufacturer of certified organic clothing available at more than 300 outlets, including Target and Macy’s. “It’s not about keeping up; it’s about not being left behind.”

For Shorne “Q” Fortune, going green is about getting ahead of the competition. Last year, Fortune and his wife, Grerimar, changed the name of their Miami scooter company from VIP Vespa to Grow Verde to reflect their new take on business."

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