COVER

> / / THE HEADLINER

Julie Norris of Dandelion Communitea Café

PHOTOS>// By NuVisions in Photography
18 //< FIRST MON DAY

From worm-filled composters to biodiesel fleets,
Central Florida businesses are striking a blow for
Mother Earth while improving their bottom lines.
Enterprise
c By the time 29-year-old eco-preneur
Julie Norris cruises into work at 10
a.m., her café is buzzing with activity.
o She briefly ignores her extensive
to-do list and pulls up a hand-painted,
secondhand chair for a quick bite to
eat. While nibbling away on a Curty
Pie — organic apple slices topped with
cinnamon, cream cheese and cranber-
ries held together by a toasted English
muffin — she passionately explains her
unusual business plan.
Step 1: Open a funky, Shrek-colored
green urban teahouse. Next, fill it
corner to corner with business profes-
sionals, hip-hop artists, grandmotherly
types and, of course, sprinkle in a few
green-minded folks. Kick in a Co-Op
America Green Certification (a dis-
tinction held by only 81 businesses in
Florida), and Voila! you’ve got Dande-
lion Communitea Café on the outskirts
of downtown Orlando.
The standout eatery is a bona fide
eco-sensitive business, from the bio-
degradable corn- and sugarcane-based
take-out containers to the energy-effi-
cient appliances to the fair trade sugar
packets and the Florida-grown food.
The restroom soap is nontoxic and dye
free; the granite tabletops were donated.
Even the decorative Christmas lights
beneath the tented ceiling of orange-
and red-striped fabric are LED (light-
emitting diode), gobbling up much less
energy than the alternative incandescent
//> COVER
by sarah sekula
bulbs. What’s more, Norris’ 14 employ-
ees (or “tribe,” as she calls them) all ride
their bicycles to work, where bike racks
and a shower are available.
“Our goal is to become a zero-waste
company,” says Norris. And by the looks
of her super-duper compost machine,
or Vital Vermi-Converter, which is the
size of a minidumpster, she’s off to a
good start. The self-contained unit is
solar powered and houses thousands
of red worms that munch on the cof-
fee grounds, tea leaves, leftover veggies,
lawn clippings, napkins and cardboard,
converting the waste into fertilizer in a
few day’s time.
Surprisingly, the wiggly invertebrates
chomp up about 10,000 pounds of
green waste a year, so none of it has to
be hauled off to the dump. The prod-
uct’s creators, an Apopka-based couple,
first realized the composter’s potential
on a trip to Australia, where residents
using a similar product reduced organic
waste going to landfills by 65 percent in
a four-year period.
Less Is More
Beyond Norris’ ambitious zero-waste
goal, she plans to incorporate more
green elements in the future, like a solar
water heater, rooftop solar panels and a
bicycle delivery service. When it comes
to lightening her energy footprint, “It’s
primarily about what I don’t do,” says
Norris. “I’m always thinking, How can I
may 2008 >// 19
//> COVER
“There’s definitely a link
between sustainability
and profitable business
practices.”
eliminate something?”
As green-centric as she is now, it’s
hard to imagine her any other way. Yet,
it wasn’t until 2001, on a post-gradu-
ation backpacking trip through Europe
that it clicked. After tasting organic food
for the first time, she says, her palate led
her to the environmental movement.
Turns out, her relatively new love for
all things natural is paying off. At any
given lunch or dinner hour, the café
line is out the door. Perhaps it’s the
tofu-topped “Henry’s Hearty Chili,”
loaded with sweet corn and super-secret
spices that draws a crowd. Or maybe it’s
the art openings and poetry nights that
the homey hideaway hosts. Or, it could
be the green businesses that are sprout-
ing up around it, together creating a
cozy bohemian-style atmosphere, com-
plete with medicinal herb garden, green
spa and nearby yoga studio.
Whatever it is, it’s working. And it is
20 //< FIRST MON DAY
-- Mary Panks-Holmes
Climate Culture
proof that the organic movement is not
just for Sierra Clubbers and Ed Bagley
Jr. types anymore: U.S. sales of organic
food increased 22 percent to $17 billion
in 2006.
The environmental and sustainability
industry is gaining steam, too. What
Norris has embraced over the past four
years is nothing new to the Silent Mil-
lion, a group of businesses that, back in
the 1950s and 1960s, began adopting
business strategies that met the needs
of the enterprise while protecting, sus-
taining and enhancing the human and
natural resources that would be needed
in the future.
These innovative businesses certainly
were true greens, although the now-
ubiquitous term hadn’t sprouted up
yet. “It’s just who they are and how they
do business,” says Mary Panks-Holmes,
president of Lake Mary-based Climate
Culture, an environmental consulting
firm. “They are our foundation and
our pioneers in the sustainability
movement.”
Climate Champ
Panks-Holmes’ business, which she
founded in October 2007, was dubbed
green by Co-Op America last year for
several reasons: She chose to nix office
space entirely to reduce her ecological
footprint; she’s a member of the Action
Network for Concerned Scientists and
is one of only a thousand people rigor-
ously trained by all-time eco-maniac
Al Gore last May to serve as a Climate
Project presenter; and she knows a thing
or two about the environment.
Her eco-roots can be traced back
to childhood days in Michigan, where
summer mornings were for tree plant-
ing and tending the organic garden. “I
went back a few years ago, and we walked
around and counted all the remaining
trees we planted,” she says. “There were
400. It’s something to be proud of.”
She pats her dad on the back for her
early intro to eco-respect and a less-
is-more approach. And these days she
passes her lifelong ideals along to other
businesses, advising them on green
policies and concrete ways to follow in
her low-impact footsteps.
Her clients learn to embrace the use
of renewable resources and hold them-
selves accountable when it comes to the
environment and human rights. They
must also operate on a triple bottom
line — social responsibility, environ-
mental sustainability and profit. The
results: more efficient operations and
increased profits.
Not coincidentally, as federal laws on
greenhouse gases (which will require all
businesses to report emissions’ levels)
hover on the horizon, more businesses
are following the specially handcrafted
 //> COVER

trail carved out by the Silent Million.
Locally, to stay ahead of the regulations,
Orange County Mayor Richard Crotty
is developing a Climate Change Imple-
mentation Plan, with a benchmark of
To get to our goal, we are working with
our vendors and our team members in
the plant to change habits.”
To extend their impact beyond, plant
executives have also implemented a
supplier outreach program, encour-
aging partners to develop and execute
energy-efficiency programs. They even
offer an energy audit for co-packers
and suppliers.
“As a company, we are fortunate that we
have been focused on this for a number of
years,” he says. “We have made significant
strides in our environmental journey.”
Is it all paying off? Apparently.

reducing greenhouse gases by 15 percent
by 2010. “We are trying to change the
behavior of the county,” says Lori Cun-
niff, manager of the Orange County
Environmental Protection Division.
“It’s going to drive the community in
the right direction.”
<:IDC7D6G9
Growth Spurt
The new regulations and a heightened
sense of awareness are catapulting the
growth of the U.S. marketplace for
goods and services focusing on health,
social justice, the environment and
sustainable living. In fact, this booming
industry hit an estimated $209 billion
in 2005. And that number will likely
double in the next decade. Plus, there’s
also a reported $2 trillion “social
responsibility” industry.
“The market is evolving rapidly,”
says Panks-Holmes, “especially when
you get to the Fortune 100 and 500
levels. Investors and consumers are
both pushing back on the companies
to become more environmentally and
socially responsible.”
When it comes to the Central Florida
marketplace, she says, it is just begin-
ning to really embrace sustainability
as a market. Those who have already
embraced the concept — like the
Orlando-based Frito-Lay manufactur-
ing plant off John Young Parkway —
have found that eco-measures can have
a huge bottom-line impact.
In 1999, Frito-Lay implemented
a conservation program to reduce
resources needed to make products
such as the all-time popular snacks
Cracker Jacks, Doritos and Cheetos.
And today sustainability touches all
functions within the company, from
marketing to engineering to research
and development.
More recently, the company launched
a Zero Landfill initiative. “Our goal is
to reduce our landfill waste from the
plant to less than 1 percent by weight,”
says Gregg Roden, Frito-Lay’s vice
president of operations, Florida region.
“We are already at less than 10 percent.
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may 2008 >// 21
//> COVER
“Compared to our 1999 baseline per-
formance, our efforts saved more than
$55 million,” says Roden. “These sav-
ings can then be reinvested into more
innovative programs that allow us to
Keep It Blue By Going Green.
LYNX CARPOOLS & VANPOOLS significantly reduce CO2 emissions.
Call our Commuter Services team at 407-843-POOL (7665) or visit www.golynx.com/commuter to get started!
22 //< FIRST MON DAY
continue to drive our sustainability
efforts.”
Since 1999, the Orlando plant has
reduced its water usage by 60 percent,
electricity usage by 27 percent and
natural gas usage by 58 percent. Annu-
ally, that’s enough water to supply 1,125
households, enough electricity to sup-
ply 300 homes and enough natural gas
to supply 1,050 northern homes. And
the efforts don’t end there. Frito-Lay
officials set another goal back in 2004
— to reduce greenhouse gas emission
by 14 percent per pound of product by
2010 — and they are well on the way to
reaching that lofty goal.
Overall, Roden, says, these conserva-
tion efforts have no doubt had business
benefits and created a culture that is
sensitive to the impact the plant has on
the environment.
Panks-Holmes commends the com-
pany’s gung-ho attitude and urges her
clients to look at it this way: Everything
your business does that emits carbon
dioxide — power, water, gas — costs you
money. Solution: Reduce your carbon
dioxide emissions and put money back
in your pocket. “Sometimes I wish I
could put a price on CO2,” she says,
“just because there’s such a significant
profit margin.”
Because of the profitability factor,
many businesses are jumping on the
green bandwagon in a makeshift manner
and are not up to true green standards.
Rather, they see sustainability as a pass-
ing trend. And it’s true — the overused
and undermanaged term going green
will no doubt disappear from the head-
lines and the 6 p.m. newscasts. Busi-
nesses that have gone green, however,
will likely continue to operate that way.
“Sustainability is here to stay. [Those
businesses] are not going to go back to
the inefficient way of doing business. It’s
going to become part of their identity
and who they are,” says Panks-Holmes.
Smaller Footprint
Take Universal Parks & Resorts, for
example. The company has adopted
sustainability as a core business value.
The fist major step was switching all
mobile engines and water taxis, even the
Jaws Ride boats, to run on biofuels. The
result: The theme park estimates it will
reduce CO2 emissions by 158 tons per
year for its vehicles now using biodiesel
and 101 tons per year for its ethanol-
run vehicles.
One of the theme park’s key eco-
initiatives is spreading the sustainabil-
ity messages to its 13,000 employees
through eco-fairs and a weeklong
Earth Day event. The person-to-per-
son approach raises awareness among
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We’ve got more than a few ways to help.

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//> COVER

//> Employees at Orlando’s Frito-Lay manufacturing plant and distribution

center include sustainability in all areas of the business, from marketing
to engineering to research and development. From left: Kelly Miller, Angel
Velazquez, Rod Hof, Jason Poullard, Dave Thomas, Gregg Roden, Todd Ehinger,
Ron Franzen, Jim Wentzel, Joey Yuknavage and David Gordon.

PHOTO>// By Michael Wise for NuVisions in Photography

employees and, in turn, with guests.
Talk about a large platform from which
to spread green ideals.
What’s next? The new Simpsons
Ride incorporates green technologies,
including variable-speed motors and
energy-efficient lighting. In addition,
reclaimed water is used for landscape
irrigation, cleaning products are being
replaced with nontoxic equivalents, and
recycling and green sourcing policies are
ramping up. Park officials say the many
new programs make sense financially.
“There’s definitely a link between
sustainability and profitable business
practices,” says Panks-Holmes. “We
work with businesses that upgrade
their facilities with energy-efficient
technologies. These types of steps
reduce operating costs and liability,
and boost profits.”
Boosting Your
Eco-Cred
When it comes down to it, greening
your business can be daunting if you
look at the big picture. “Don’t focus
on the millions of things you can do,”
Norris says. “Focus on what the imme-
diate problems are and determine the
most authentic changes you can make.”
The first step is to measure your
ecological footprint. Then set your
boundaries and goals for reducing it.
Consultants, who will analyze your
company’s true environmental impact,
come in handy.
“The best advice that I can give any
organization looking to start some type
of green initiative is to start with your
ownership and secure the support that
you need,” says Panks-Holmes. “From
there, you want to start identifying your
climate champions and create a sustain-
ability team.”
She stresses that it requires a total cor-
porate commitment to green any com-
pany’s products and services. “It needs
to be founded on a thorough greening
of the entire company,” she explains.
The bottom line — or the triple-
bottom line in this case — is this:
There are long-term benefits to hav-
ing a sustainability strategy both for
good business and for good graces
with Mother Nature.

Who’s Got Eco-Smarts?

Jim Eubanks, a 65-year-old
consummate tinkerer, is the
only one in his Polk County
neighborhood with a 62-foot
windmill. His daily activities —
firing up the computer, frying
an egg or watching the evening
news — are all powered by the
wind.
Terry and Tia Meer are build-
ing a log cabin in east Orange
County. The cool factor: It is
almost completely off the grid,
meaning that it will be pow-
ered by solar energy and will
be hooked up only to water and
septic services. They will sell
any surplus wattage back to
their utility company through
net-metering.
Orange County Mayor Richard
Crotty and state Sen. Lee Con-
stantine recently announced
plans to build the largest
solar array in the southeast-
ern United States on top of the
Orange County Convention transportation, electricity use
Center. and other sources.
Computer scientist turned James Griffin, along with
congressional candidate Cor- Kroehler, is spearheading a
bett Kroehler has a solar hot massive tree-planting project
water heater atop his roof, rides as part of this month’s Green
the bus as much as possible Earth Expo, which brings a
and inked a pro-environment quarter of a million of the leafy
book, “Progressive Pathways.” perennials to Central Florida.
Recently, he’s upped the ante All are native species and will
by purchasing carbon offsets put down roots on permanently
to mitigate his own green- protected hurricane- and fire-
house gas emissions from damaged public lands.

24 //< FIRST MON DAY