MARCH 31, 2008 VOLUME 1 ://: ISSUE 1

INTRODUCTION
Once a quarter, Luckie issues a Luckie Extra newsletter that takes a deeper look at an important topic or cultural event that is happening around us. This quarter we are looking at the “greening” of corporate America. We could probably fill a book with all the content that is out there, but instead will offer a quick snapshot that provides some insight into this massive effort to be green. While being green is clearly a hot trend right now, how to be green is an adventure unto itself. Sustainability, eco-friendly, natural ingredients, organics and hybrid are just some of the terms and ideas companies are using to build their green street cred.

THE GREEN POLICE
With so many products claiming “eco” status lately, it’s sometimes hard to distinguish the true friends to Earth from those that have been superficially greenwashed. EVO helps consumers make smart choices by showcasing the companies and products who really practice what they preach. The site has created a ratings scale that factors in what it’s made from, how it’s produced, the distance it travels to reach the consumer, and what type of energy is used to power it.

THINKING GREEN
• Starbucks has launched the Planet Green Game, where players can explore a virtual world and learn how everyday decisions made by individuals, cities, schools and businesses can impact the environment Toyota has partnered with the Arbor Day Foundation to create a Facebook application called Tree Planter. Users gift trees to their friends. For every gift sent to a friend, the Arbor Day Foundation plants a tree in one of 11 forests. The cost of sending a tree to a friend is $1. The Arbor Day Foundation has a goal of planting 1 million trees in the first year of the application One of the first green boutique hotels ever, Chelsea’s Greenhouse 26 plans to apply for LEED Gold certification with its environmental practices. Some of the planned green innovations include a geothermal heating and cooling system (said to save up to 40% in operating costs), recycled water from showers and sinks to be used in toilets, energy capture from stopped elevators, occupancy sensors that alert staff of empty rooms to allow for efficient cleaning, certified organic inroom products (all available for purchase), a café and bar selling organic-only fare, and a spacious rooftop garden Virgin Atlantic has become the first world airline to fly a 747 jumbo jet on renewable fuel. The flight from London to Amsterdam flew on biofuel composed of the environmentally and socially sustainable oils babassu and coconut

CONSUMER GOODS
• The Nokia Remade, a concept cell phone, is produced of entirely renewable and recycled parts. The phone’s slim, silver outer case is made of renewable materials instead of petroleum-based plastic. Its electronic innards are made of recycled and renewable parts too Nike’s new Trash Talk sneakers are made entirely from scrap materials direct from the factories, thus reducing waste Wal-Mart has discussed with automakers the possibility of selling gasoline-electric hybrid cars and plug-in automobiles Fujitsu has introduced a corn-based polymer laptop. The laptop’s casing is made from a PLA-based plastic, and the polymer doesn’t generate harmful fumes when burned, meaning that it can be recycled or disposed of without harming the planet Method and Seventh Generation, makers of “green” laundry detergent, dish soap and other home-spiffing products, are cleaning up. Sales of cleaning products labeled natural (such as those made with vegetable- and fruit-based ingredients) have steadily risen as consumers have become more chemical-phobic Canadians and Great Britons can now buy Milk in a Bag. A product that literally comes in a bag and uses 75% less plastic per container than a traditional plastic milk jug

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ECO-FRIENDLY TOYS
The fight to save Mother Earth is now permeating the toy market. Sprig Toys’ battery-free push-and-pump action vehicles are perfect for kids who want all the bells and whistles of batterypowered toys. Little Humbugs’ plush dolls are half human, half bug “Super Eco Warriors” in search of human children to help them save the planet. Their adventures can be followed in books such as Jasmine the Butterfly Girl and the Little Humbugs TV Web site, which also has eco-tips and healthy recipes.

TRANSPORTATION
• Coca-Cola plans to purchase 120 hybrid-electric trucks in 2008. Compared to their current trucks, the new trucks will reduce carbon emissions by nearly 32% and fuel consumption by up to 37%, while requiring minimal maintenance Dole Food Co. has started to use B20 biodiesel fuel, a renewable fuel extracted from natural oils, for its farm equipment and off-road vehicles in Salinas, Calif., and Yuma, Ariz BMW launched a TV spot promoting its yet unavailable BMW Hydrogen car. The car produces water rather than carbon dioxide

CONSUMER BEHAVIOR
• Research from the Nielsen Co. shows that more than half of U.S. consumers would give up all forms of convenience packaging if doing so would benefit the environment Becky Bones is one mean, green, pollution-fighting machine. Earth-friendly teens can check out this ecoportal and learn about ways to save the planet, read about other teens making a difference, share stories, pictures and movies and get hip to Becky Bones products. The company has pledged to give 25% of its profits back to its supporters through the Becky Bones 25 Grant, which backs grassroots projects like recycling programs and planting trees Karma Offsetting: Consumers are increasingly looking for ways to alleviate guilt caused by environmentally harmful actions without necessarily changing their behavior. As a result, carbon offsetting is gaining momentum, with everyone from bands (Rolling Stones, Coldplay) planting trees to counteract the waste created by rock concerts and album production, to airlines (Virgin Atlantic, Air France) offering passengers the option to offset their travel with donations to environmental nonprofits Sustainability is an important consideration for about 50% of U.S. consumers when shopping for CPG goods, an Information Resources survey found About 17% of consumers are willing to shift their brand loyalties to “green” companies, according to a recent study by the Natural Marketing Institute. For some 60% of the marketplace, the environment is a factor in their purchasing decisions

AIR POWERED CAR
After working on the airpowered car concept for the past 15 years French engineer Guy Negre is about to bring this revolutionary vehicle to the masses for less than $15,000. Instead of using gas to create an explosion and make the pistons move, the vehicle’s engine is powered via three compressed air tanks located under its chassis. Environmentally speaking, this means all that goes out the exhaust pipe is cold, pure air, which can even be used as an airconditioning source. The vehicle has a top speed of 110 kilometers per hour and a range around 300 kilometers. All that is needed to fill it is a compressed air station. In case of an emergency, an electrical source can be used to power the built-in air compressor, which can fill the air reserve in about three hours. •

MORE CONSUMER GOODS
• SIGG USA brings quality Swiss design to reusable aluminum water bottles. Their Web site says “not everyone is ready to buy a hybrid vehicle, but every baby step toward a cleaner Earth is worth it. Why not drink from something stylish and eco-friendly?” P&G found that 80%-85% of the energy used to wash clothes comes from heating the water, so they introduced Coldwater Tide as a way to conserve energy and save money at the same time

REDUCE AND REUSE
• Whole Foods Market is planning to ban disposable plastic shopping bags in all its 270 stores across the U.S., Canada and the U.K., starting April 22 – Earth Day. Whole Foods will offer consumers several options, including paper bags and reusable plastic and canvas bags The Coca-Cola Co. has set a goal to reuse or recycle 100% of the aluminum beverage cans it sells in the U.S. The initiative helps fulfill the company’s mission to reduce its carbon footprint. By the end of 2008, Coca-Cola Recycling plans to recycle more than 100 million pounds each of PET and aluminum Wearable Collections, a nonprofit charity initiative, is leading the crusade to reduce textile waste. The organization is placing recycling bins in designated buildings throughout New York City for the collection of unwanted garments and clothing Wal-Mart saved more than $1 million in energy costs when it unplugged the lights of the vending machines in its employee break rooms. Wal-Mart will start analyzing how to reduce packaging this year Food companies including Kraft Foods and Sara Lee are implementing new programs to cut energy and water consumption. Sara Lee intends to use solar panels for its New Mexico bakery, while Kraft relies on a cream cheese byproduct to operate its New York plant EDF Energy in the U.K. has created a TV ad made entirely from ‘recycled’ film clips, as part of a marketing campaign to promote its commitment to reducing carbon emissions. The TV spot features clips including visuals of flood scenes, an excerpt from one of John F Kennedy’s speeches stating that our environmental problems are manmade, and a clip from a government ad urging consumers to watch their meter Pepperidge Farm is installing a clean-energy fuel cell at its bakery in Bloomfield, Conn. The installation is being supported by the Connecticut Clean Energy Fund Nordstrom is transitioning to fully recyclable gift boxes. During the holiday season, the company will introduce gift boxes that are 100% recyclable and made of paper stock that is 30% post-consumer waste Coca-Cola Co. has redesigned its trademark 20-ounce soda bottles to reduce plastic and better emphasize the bottle’s iconic contour shape. The new design reduces the amount of plastic used by 5%

ALTERNATIVE FUEL
GM and Coskata, a company that makes cellulosic ethanol from renewable sources like garbage, old tires and plant waste, have teamed up to make cheap ethanol (AutoblogGreen.com 1.13.08). Using microorganisms and a patented bioreactor, they say, reduces carbon dioxide emissions by 84% and will result in ethanol that costs about $1 per gallon. The goal of the program is to reduce dependence on oil, but not at the expense of water and soil. Coskata claims that its process can be used anywhere where there’s carbon-based waste. Their first large-scale processor will be producing ethanol by 2011. • •

RETAILERS WHO ARE BUILDING GREEN
• Target is developing several new store prototypes that will receive LEED certification based on sustainable efforts that include: lowflow restroom fixtures, decreased energy use for heating and air conditioning, and, when possible, recycling or salvaging the majority of construction waste In 2008, Costco plans to install skylights and solar panels in seven more warehouse clubs as part of its energy-saving and environmental conservation initiatives. The panels cost about $745,000 per store November 2007 saw Subway’s first Eco-Store open in Florida, boasting such features as a high-efficiency HVAC system, day lighting, low-flow water fixtures and building and decor materials made from sustainable materials. The chain also said that it is rolling out napkins made from 100 percent recycled materials BP has recycled an old Los Angeles gas station to open the “first LEED-certified gas station in the U.S.” The new station is called Helios House and features eco-friendly landscaping, solar panels, and was mostly built from recycled materials. Currently the station only sells unleaded gas but plans to offer alternative fuels in the future J. C. Penney is opening a new store in Denver that will pilot a series of sustainability initiatives for new store construction. Sustainability features include: exterior brick manufactured through a waste petroleum byproducts firing process; recycled-content ceiling tiles; and carpet made from 100 percent recycled material. Additionally, throughout construction, waste materials such as concrete, metal and drywall were separated and recycled

CARBON NEGATIVE
FIJI Water has announced plans to go “carbon negative,” or to more than equalize the greenhouse gases released into the atmosphere during the production, transportation and sale of its product. The company also announced plans to preserve forests, conserve water and use renewable energy as part of a comprehensive environmental effort. •

RESOURCES USED
We have tapped many resources for the content of this green edition. Special thanks go to our friends at Iconoculture, Trendcentral and TrendHunter, as well as: The Atlanta Journal-Constitution, Minneapolis St Paul Business Journal, The Seattle Times, Supermarket News, USA Today, The Wall Street Journal, Brandweek, The Boston Globe, Progressive Grocer, ChicagoBusiness.com, EnvironmentalLeader.com, The Chicago Tribune, Brand Republic, Nation’s Restaurant News, The New York Times, Arizona Republic, The Bloomberg News, Center For Media Research, Fashion Week Daily, Media Daily News and MarketingProfs.com.