Marketing to Conserving Customers: A Guide to Operating Green with a Triple Bottom Line

Marketing to Conserving Customers A Guide to Operating Green with a Triple Bottom Line NRA Restaurant Show May 19, 2008 Lisa Kivirist & John Ivanko co-authors of ECOpreneuring and Rural Renaissance Inn Serendipity Bed & Breakfast

MENU FOR PROSPERITY In An Emerging “Green Economy” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PERSPECTIVE Peak Oil ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: peakoil.org, energybulletin.net, richardheinberg.com

PERSPECTIVE Rising Cost of Energy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PERSPECTIVE Inflationary Times ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],World appetite for oil & grain resulting in higher food prices (and energy)

PERSPECTIVE Ecological Decline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Ecology of Commerce, State of the World Earth’s life support systems failing

PERSPECTIVE Climate Change ,[object Object],Source: Intergovernmental Panel on Climate Change, ipcc.ch ,[object Object],[object Object],[object Object],[object Object],[object Object]

PERSPECTIVE Precious Water ,[object Object],Source: EPA, Food & Water Watch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PERSPECTIVE Restorative Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: ECOpreneuring, ecopreneuring.biz … To Abundance - Quality, not quantity - Filling “ecological” niches - Adaptable, resilient - Internalizing costs - Greater self-sufficiency - Re-localization

DEFINITIONS Sustainability ,[object Object],Source: The Natural Step, naturalstep.org

DEFINITIONS Sustainability ,[object Object],[object Object],Source: The Natural Step, naturalstep.org

DEFINITIONS Triple Bottom Line ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Angry Trout, ECOpreneuring, ecopreneuring.biz

TRENDS Food Related: Organic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TRENDS Food Related: Local ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TRENDS Food Related: Fair Trade ,[object Object],[object Object],[object Object],[object Object],[object Object]

TRENDS Food Related: Restaurants ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TRENDS Food Related: Travel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TRENDS Food Related: General ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GREEN GUIDE Ingredients for Restaurant Sustainability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GREEN GUIDE Ingredients for Restaurant Sustainability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GREEN GUIDE Ingredients for Restaurant Sustainability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GREEN GUIDE Ingredients for Restaurant Sustainability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GREEN GUIDE Ingredients for Restaurant Sustainability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GREEN GUIDE Certification in the USA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GREEN GUIDE Voluntary Review: Green Routes Source: Green Routes, greenroutes.org ,[object Object],[object Object],[object Object]

GREEN GUIDE Voluntary Review: Green Routes ,[object Object],[object Object],[object Object],[object Object],[object Object],This is a program by Renewing the Countryside in Minnesota, greenroutes.org

MARKETING TO CONSERVING CUSTOMERS ,[object Object],Source: ECOpreneuring , ecopreneuring.biz ,[object Object],[object Object],[object Object]

MARKETING TO CONSERVING CUSTOMERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Cultural Creatives , by Paul Ray/Sherry Anderson, culturalcreatives.org Cultural Creatives, creating a new culture, worldview

MARKETING TO CONSERVING CUSTOMERS ,[object Object],Source: LOHAS, lohas.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MARKETING TO CONSERVING CUSTOMERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MARKETING TO CONSERVING CUSTOMERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: ECOpreneuring , ecopreneuring.biz

MARKETING TO CONSERVING CUSTOMERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: ECOpreneuring , ecopreneuring.biz

MARKETING TO CONSERVING CUSTOMERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: ECOpreneuring , ecopreneuring.biz

Ecopreneurial Profile Angry Trout Cafe ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile Angry Trout Cafe ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile Hook, Washington DC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile Habana Outpost, New York ,[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile Habana Outpost, New York ,[object Object],[object Object],[object Object],#5 Rain water collection (for toilets, irrigation) #8 Recycled aluminum table #12 Reclaimed doors

Ecopreneurial Profile Chipotle Mexican Grill ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile Kavarna Vegetarian Coffeehouse, Green Bay, WI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile American Flatbread Bakery & Restaurant, Los Alamos, CA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile American Flatbread Bakery & Restaurant, Los Alamos, CA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile Inn Serendipity Bed & Breakfast, Browntown, WI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ecopreneurial Profile Inn Serendipity Bed & Breakfast ,[object Object],[object Object],• Reduce Ecological Footprint

Ecopreneurial Profile Inn Serendipity Bed & Breakfast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SELECTED RESOURCES Sources for Sustainable Ingredients ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SELECTED RESOURCES Sources for Sustainable Ingredients

SELECTED RESOURCES Sources for Sustainable Seafood ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SELECTED RESOURCES Organizations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SELECTED RESOURCES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

www.ecopreneuring.biz www.ruralrenaissance.org ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SELECTED RESOURCES

Marketing to Conserving Customers: A Guide to Operating Green with a Triple Bottom Line

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Marketing to Conserving Customers: A Guide to Operating Green with a Triple Bottom Line