February 2010

GR_Logo_no_TagAs a small “d” democrat, and as someone who is skeptical about the idea of expertise, I’m a fan of decentralized power.

Decentralized political power, a.k.a. democracy. Decentralized economic power, a.k.a. markets. Decentralized computing power, a.k.a. the Internet. Decentralized media power, a.k.a. blogs. Decentralized power, literally, a.k.a., rooftop solar. You get the idea.

That’s why I’m interested a start-up company called Genius Rocket, headquartered near my home in Bethesda, Md. (“Headquartered” is a stretch: Genius Rocket has just five full-time employees.) But this little company is built on a big idea: That advertising and marketing can be crowdsourced. Which is a fancy way of saying that two or 200 or 2,000 heads are better than one.

In practice, this means that entrepreneurs, startups, small companies, nonprofits and others who can’t afford high-priced Madison Avenue agencies  can let Genius Rocket become their virtual ad agency and outsource their creative work to a global crowd–13,956 minds, at last count.

Customers include nonprofits like Ashoka, which promotes social enterpreneurs,  Riverkeeper, the clean-water advocacy group led by Robert F. Kennedy Jr., and Kopernik, a new and very cool bottom-of-the-pyramid NGO, about which more another day; small companies like Al Fresco All Natural, which commissioned a video for its chicken sausage, and True Lemon;  and big brands like Sony Bravia and PepsiCo.

markwalshRecently, I had lunch with Mark Walsh, the CEO of Genius Rocket. (Small world: I wrote short piece about Vertical Net, Mark’s b-to-b web company, in 1997 for FORTUNE, headlined The Web’s Trashiest Site: SolidWaste.Com!) Mark, who is 55, a lively guy who has had an action-packed business career, working at HBO during the early days of cable, at AOL during the early days of the web, then at Vertical Net where he made a pile of money and more recently as the volunteer Internet guru for John Kerry’s 2004 presidential campaign and the founding CEO of Air America. “I’ve always been a new business junkie,” he told me.

Advertising is in Mark’s DNA. His dad ran an agency in Baltimore and his mother provided the voice for one of the best-known commercial slogans of the 1960s: “More Park Sausages Mom! Please…” Now, by eliminating the costly [click to continue…]

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Jagan Nemani: What a waste!

February 26, 2010

This week’s guest post comes from Jagan Nemani, a MBA from Chicago’s Booth School of Business, a former Deloitte consultant and now the leader of a startup called SpeakEnergy.com that is  focused on improving the energy efficiency of individuals by involving them in online communities. Jagan got my attention at a recent GreenBiz event by showing me a website called www.usefulorwaste.com. (It’s inspired by a sexist dating site called hotornot.com in which visitors could rate photos of women.) Useful or waste is a reminder that, despite all the attention devoted to energy efficiency lately, we have a long way to go to eliminate waste. Look, for example, at the photo below of demo TVs at electronics retailer Best Buy–a company with an otherwise admirable sustainability program. Here’s more from Jagan:

Video 1 0 00 01-07

Over the last few years. awareness about carbon emissions from U.S. buildings has increase. Buildings are by far the biggest greenhouse gas polluters. Americans consumed about 3.7 trillion kilowatt-hours of electricity in 2009, about 72% from buildings. About half came from coal-fired power plants. This accounted for approximately 2.5 billion metric tons of CO2 emission, which is equivalent to the emissions from 400 million cars–many more than the roughly 250 million cars on U.S. roads. [click to continue…]

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WMT-EDFUntil now, Walmart’s bold sustainability efforts were marred by a glaring omission.

The $405-billion a year retailer has worked hard since 2005 to save energy, reduce waste and sell more sustainable products.

But it resisted pressures to reduce or hold steady its own greenhouse gas emissions. In fact, its carbon emissions have grown, as the middle graphic below shows. (There’s a cleaner version in WMT’s responsibility report, here.) When it comes to global warming, Walmart would appear to be doing more harm now than it was three or five years ago.

en_c_impact1

Today, Walmart made its first major commitment to reduce greenhouse gases–although, in typical WMT fashion, rather than set a tough goal that might affect its own growth curve, the company plans to turn up the pressure on its thousands of suppliers to reduce their emissions. [click to continue…]

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Corntassel_7095The people who are designing, marketing and selling biotech crops must be doing something right.

Despite fierce opposition to so-called Frankenfoods in Europe, which in turn has discouraged farmers in Africa from planting genetically-modified seeds, biotech acreage under cultivation around the world grew to 134 million hectares last year, up 7% over 2008.

Roughly 14 million farmers planted biotech crops, up from about 13.3 million a year ago, and nearly 90% were small, resource-poor farmers from developing countries, according to a pro-biotech nonprofit group called the International Service for the Acquisition of Agro-Biotech Applications or ISAAA.

Growth is especially robust in poor countries, as the chart below shows.

biotechgrowth,jpeg

What this says is that farmers, when given a choice between biotech and conventional crops, are opting for biotech. And after listening to a presentation the other day from Clive James, the chairman and founder of ISAAA, it’s clear to me that the growth is going to continue.

In a landmark decision last fall, China issued biosafety certificates for biotech insect-resistant rice and phytase corn. Phytase is an additive, widely used in animal feed, that increases phosphorus absorption and helps animals grow faster. Origin Agritech (NASDAQ: SEED), a Beijing-based company that developed the phytase corn, says it will save farmers money and reduce phosphate pollution caused by animal waste and excessive fertiliser use. While commercial use of these biotech crops is several years away, these three facts–rice is the world’s most important food crop, corn is the most important feed crop and China is the biggest market–leave little doubt biotech crop acreage will continue to grow.

Few topics in the world of business and sustainability are more controversial than biotech foods. I’m reluctant to wade into the debate for a couple of reasons. First, I’m not an expert on farming nor on the human health issues raised by biotech’s critics. Second, I’m conducting a series of interviews about sustainable agriculture for Monsanto’s website, Produce More Conserve More, for which I’m being paid. I agreed to do so only after talking about biotech with people I respect–among them, Jason Clay of the World Wildlife Fund, Glenn Prickett of The Nature Conservancy and Stewart Brand–all of whom say that they think biotech foods are essential if we are going to feed the world’s growing population while limiting the environmental footprint of farming. In his book, Whole Earth Discipline, Stewart wrote:

I daresay the environmental movement has done more harm with its opposition to genetic engineering than with any other thing we’ve been wrong about. We’ve starved people, hindered science, hurt the natural environment and denied our own practitioners a crucial tool.

Strong words, no? In response, GM Watch, an anti-biotech website, called Stewart an “ageing hippie technophile” who “has never been short on hubris.” That’s name-calling, not argument. Others whose work I respect, including Andrew Kimbrell and Bill Freese of the Center for Food Safety, argue that genetically-engineered foods should not be commercialized until “they have been thoroughly tested and found safe for human health and the environment.” Of course, it’s not easy to prove that something is safe. The Center for Food Safety also wants foods containing biotech ingredients to be labeled. Still another critic of biotech who has my ear is my  daughter Sarah, who funds grassroots organizations in Africa as a senior program officer for the American Jewish World Service. Maybe I’ll invite her to do a guest post.

This posting isn’t about the controversy. It’s about what’s happening on the ground, literally. Farmers are voting for biotech, and they are doing so with their livelihoods at stake. This suggests that, at the very least, biotech crops deliver meaningful benefits to farmers–they enable them to save money, or work less, or improve their productivity.

The U.S. remains by far the No. 1 producer of biotech crops, followed by Brazil and Argentina, with every other country lagging well behind. (The top 15 countries are listed below. Yes, I know the chart is hard to read but you can also find the list in this press release.) China was one of 16 developing countries that grew biotech crops in 2009, according to ISAAA, and nearly half the biotech acreage is in the developing world.

“This puts to rest the idea that biotech crops can only benefits larger farms in developed countries,” James said during a conference call with reporters.

South Africa and Burkina Faso, where cotton is a major export, led African countries in adoption of biotech. Burkina Fason’s biotech cotton now accounts for 29% of the country’s cotton-growing land. Of course, there’s less controversy surrounding biotech cotton since it is a fiber and not a food crop. Japan, meanwhile, is growing biotech roses and carnations. Who knew?

Now, without knowing the context in which farmers are turning to biotech, it would be a mistake to read too much into this data. Individual farmers are influenced by government policy, the inducements of NGOs (like the pro-biotech Gates Foundation) and the information they have (or don’t have) available.

I’m looking forward to learning more about biotech agriculture.  It’s possible that we may regret this global-scale experiment that we embarked upon less than 15 years ago. But the market seems to be telling us that biotech crops are a good idea. Then again, we’ve all learned lately that markets are not infallible.

Figure 4a in COLOR

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Quiznos: Green enough?

February 23, 2010

People sometimes say we need to save the planet for our kids. I sometimes think our kids are going to save us.

If you doubt it, ask Rick Schaden. Schaden is CEO of Quiznos, the fast-food chain best known for its toasted subs, and the father of five children, aged three to 19. Today, Quiznos is rolling out new packaging (“Eat Toasty, Be Green”) made from renewable or recycled content that will reduce the chain’s environmental footprint. When we spoke by phone yesterday, I asked what led him to make the changes.

“Believe it or not, I was home watching a movie called Wall-E with my kids,” Schaden said. “You think about LEED-certified buildings and hybrid electric cars and all these really high-tech things, and then you watch Wall-E and the world is buried in trash.” The Disney-Pixar animated movie is the story of a robot named Wall-E, who is designed to clean up a Earth that has been overwhelmed by garbage.

Quiznos green packaging

Quiznos green packaging

His kids had always pushed Schaden to be more green at home. “My kids make sure everything is sorted and separated. If anyone in my house would dare to put a plastic bottle in the trash, my 14-year-old would give him a smack,” he said. “It’s the culture of the new generation. It tells you that’s where consumers are heading.”

So, he figured, why not see what could be done at Quiznos, where he is a large shareholder, and where he returned as CEO, after some time away, just about a year ago. [click to continue…]

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Nukes: Why small is beautiful

February 21, 2010

If anyone tells you they know what building a new nuclear power plant is going to cost, be skeptical.

No one has built a commercial nuclear power plant in decades in the U.S. During the 1970s and 1980s, cost overruns derailed more than 100 reactors. (Ever-increasing regulatory burdens and sky-high interest rates drove up costs, too.) In part because no reactor has built here in so long, no bank or group of banks wants to take on the risk of lending more for a new plant. That’s why the Southern Co., which plans to build two new reactors in Georgia, needs the $8.3 billion in U.S. government loan guarantees announced last week by President Obama. While all the other worries swirling around nuclear power—what to do with the waste, fear of proliferation, the threat of terrorism, safety and the rest—play some role, the most important thing standing in the way of a so-called nuclear renaissance in the U.S. is that building big new plants costs too darn much money.

And yet, if we want to stop burning coal, the dirtiest fossil fuel, to generate baseload electricity, we need to explore the nuclear option. That means finding ways to bring down the costs.

One option? Build smaller nukes.

Hyperion's small underground reactor, compared to a conventional nuclear plant

Hyperion's 12-ft tall underground reactor, compared to a 170-foot high above-ground conventional plant

Small nukes–sometimes called backyard nukes, because some of them could literally be buried in a suburban yard–were the topic of an excellent front-page story last week in The Wall Street Journal (Small Reactors Generate Big Hopes, subscription req.) and a panel discussion the following day at the Platt’s nuclear energy conference in Bethesda, Md.  Small nukes are a hot topic right now because three utility companies–Tennessee Valley Authority, First Energy Corp. and Oglethorpe Power Corp.–have agreed to work with Babcock & Wilcox, a longtime industry supplier, to get a small reactor design approved by the U.S. Nuclear Regulatory Commission.

The Babcock & Wilcox reactor, called mPower, would generate 125 to 140 megawatts of power, about a tenth as much as the big plants being proposed by the Southern Co. and others. Other modular nukes are even smaller: NuScale Power, a venture-funded startup, wants to build a reactor that’s 65 feet long and 15 feet in diameter, capable of generating 45 MW of power. Another startup, called Hyperion Power, is touting  a 25MW reactor, which would be compact enough (5 feet across by 12 feet high) to fit in a pickup truck, yet powerful enough to supply about 20,000 homes. [click to continue…]

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The trouble with wind power

February 18, 2010

By most measures, wind energy has been a great business lately.

The U.S. wind energy industry shattered previous records in 2008 by installing 8,358 megawatts (MW) of new generating capacity, and did even better in 2009, building out another 9,922 MW. That’s enough wind power to deliver electricity to 4.4 million homes, according to the American Wind Energy Association.

But if you think it’s easy – or cheap – to get wind-powered electricity to places where it’s needed, talk to Tom King.

tomkingAs the executive in charge of the U.S. business of National Grid, a global utility company with extensive operations in the Northeast, King would like to see wind turbines built off the coast of New England, as well as along a wind belt that stretches across the northern border of New York and runs east through Vermont, New Hampshire and Maine.

“When you look at the Northeast,” King says, “ it’s bracketed by some very significant wind resources.”

The trouble is, the wind blows offshore and up north, and the demand is in cities like New York, Boston and Providence. Connecting the supply with the demand is one problem. Cost is another.

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This is PepsiCo’s SoBe brand, showcasing the actress Ashley Greene and her “zero inhibitions” in a painted-on swimsuit, as part of the Sports Illustrated swimsuit extravaganza. What better way, after all, to promote Sobe’s  “zero calorie” flavors than with a babe wearing zero clothes on your corporate website and on You Tube videos, which have attracted more than 500,000 views?

sobe_ashley_green

And then there is the photo below, from the page about Our Commitment to Diversity on the PepsiCo website, which goes on at some length about the company’s efforts to foster a workplace of caring and candor and where everyone is treated with respect. As best as I can tell, all the PepsiCo employees in this photo appear to fully clothed, although it’s possible that some wise guy in the back isn’t wearing pants.

diversityinclusion_commitment_contentThe company says:

Diversity isn’t just the right thing to do. It’s the right thing to do for our business. We’ve made it our commitment to make diversity and inclusion a way of life at PepsiCo….In fact, we view diversity as a key to our future.

And:

PepsiCo has been nationally recognized as one of the top places for women and minorities to work. We were one of the first companies to begin hiring minorities in professional positions, as far back as the 1940s. We were the first Fortune 500 company to have an African-American vice president.

The company also says that its

Multi-year strategic plans for diversity are developed with the  same vigor and goal-setting process as other business issues.

Interestingly, PepsiCo apologized for its sexist advertising just last fall, according to Mashable, a website about social media. The company had launched an iPhone application for its AMP energy drink called “before you score,” with “score” meaning (to put it in the most subtle of terms) having a successful night with a woman. The company subsequently removed the application from the iPhone store.

So….here’s my question. Why would PepsiCo–a company with a female CEO, Indra Nooyi–now run a high-profile advertising campaign using a naked young woman to sell flavored water? Does that reflect its commitment to diversity? Or is it old-fashioned sexism?

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Why eBay is a green giant

February 15, 2010

“These are J. Crew pants,” Amy Skoczlas Cole tells me, pointing at the gray slacks she’s wearing. “I bought them on eBay. A season old, worn once by the seller is what she told me. I’m not going to tell you what I paid for them, but I got a great deal.”

This is called walking the talk. Amy is head of  the eBay Green Team and a lifelong environmentalist, who spent nearly 15 years at Conservation International before joining the Silicon Valley e-commerce giant.

eBayGreenTeamSo, I asked her, did you buy the used pants because you work at eBay or because you are an environmentalist?

Neither, it turns out.  “I bought them,” she replied, “because I wanted a great deal on J. Crew pants.”

eBay, it turns out, is a unique position to do what other big companies and even big environmental groups cannot: It can urge people to consume less.

This is important because, despite what the sellers of compact fluorescent bulbs, stainless steel water bottles, bamboo bed sheets, and eco-friendly dish sponges will tell you, I’ve never believed we could shop our way to a greener planet. To the contrary: Buying more stuff depletes natural resources and generates carbon emissions, pollution and waste. Conventional consumption is a problem, not a solution. (See Wanted: A Cultural Revolution.)

But shopping on eBay, arguably, is different. One mantra of environmentalism is reduce, reuse and recycle. And no one–not even Goodwill or the Salvation Army–does more to promote reuse than eBay. EBay sells $2,000 worth of  junk previously-owned merchandise per second, Amy tells me. “Barely used is as good as new” is how the company puts it in commercials like this one. Or, as she says: “The greenest product is the one that already exists.”

“Our single minded mission is to build a movement in society to use what already exists,” Amy says. “Very few companies can stand up and say to consumers, let’s use what exists in the world today.”

Interestingly, eBay has begun to explore the idea of “sustainable consumption” — if that’s not an oxymoron. [click to continue…]

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If you believe that companies that are strongly committed to socially and environmentally sound practices will outperform their peers in the long run, then you would expect so-called socially responsible investment (SRI) funds to deliver superior returns to investors.

The trouble is, they don’t. Sure, some years the mutual funds run by the Calvert, Domini, Parnassus and the rest do very well—they excelled during the tech boom of the late 1990s because they tend to eschew heavy industry—but other years, they lag market indexes. Over time, most track the broader market.

paul-hawkenOver the three years ending December 31, 2009, for instance, among the big SRI funds, Calvert Social Investment is down by a cumulative 13.02%, Domini Social Equity is down by a total of 16.2% and Parnussus Equity Income is up by 0.14%. Only Parnussus performed significantly above the S&P500, which was down by 15.9%,

Why haven’t they done better. Some of us have long believed that the problem with conventional SRI funds is that their definition of “socially responsible” is not nearly as rigorous as it could or should be.

Paul Hawken has been vocal in his critique of the SRI establishment, and since 2005 he has put his money where his mouth is. In a partnership with Baldwin Brothers, a Massachusetts-based investment firm, Hawken has overseen the Highwater Global Fund, a fund for qualified investors (i.e., the rich) that invests in companies “that have a clear sense of current global trends and future societal needs.” His results have been impressive, to say the least.

Since inception in the fall of 2005, Highwater is up by a total of 52.55%. During the three years ended in December (the same period cited above), Highwater is up by a total of 19.75%.  This is, in part, because Hawken and the other fund managers are very picky about what stocks they hold. More than 90% of the FORTUNE 500 fail their screens.

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