Oakland Business Review 6.18.08

Retailers find ‘green’ emphasis draws customers, makes sense

by John Turk

For gift shop Catching Fireflies and its owner, April McCrumb, the "green" mindset is becoming a great business tool.

Although eco-friendly marketing has grown into a worldwide trend, McCrumb says she has been going green for years.

McCrumb, who in addition to owning store locations in Berkley and Rochester also owns eight-year-old A.I. Paper Design in Berkley, features "going green saves you green" at Catching Fireflies, a campaign to save customers money for bringing back bags and boxes from her store.

"My business initially started with a green mentality … even before it became trendy," McCrumb said. "I physically hand-made my own paper in the beginning at A.I."

Other eco-leaning companies are acting locally as well as thinking globally.

Amici’s Pizza and The Living Room in Berkley, which is certified by the Green Restaurant Association, has been using biodegradable dinnerware for a year.

Amici owner Jennifer Stark said she sees a ripple effect: Michigan is trying to become a leader in eco-friendly business practices and standards. But it also costs a little more to recycle – up to four times more, she said.

However, "it is already a great business strategy for the restaurant," Stark said. "Eventually government standards will be mandated, because there’s nowhere to put garbage."

Stark buys the biodegradable tableware and to-go containers from Detroit-based Michigan Green Safe Products, which is the first company to bring the concept to the area, said Steve Harworth, the company’s president.

Harworth, who founded MGSP in April 2007, said his company grows every month.

Bill Stough, CEO of consulting firm Sustainable Research Group, predicts there will eventually be some type of recycling mandate, so businesses should get started.

"Now is a great time for the state government to start rewarding green initiatives," said Stough from SRG’s Grand Rapids headquarters. "There is already a low-cost pollution-prevention loan offered by the Michigan Department of Environmental Quality."

McCrumb is working with the trend. "Business leaders are usually leaders in the community," she said. "My goal is to be an inspiration for my customers, and hopefully they will start making steps in their homes towards changing their habits."

McCrumb is focusing on reusable shopping bags. At $9 a bag, 500 of them have sold so far, she said.

"I have 30 to 40 customers that regularly participate in bringing bags back, but this is a new trend in the retail market," McCrumb said. "It will become a regular business practice for Catching Fireflies."

At Om Cafe in Ferndale, owner Colleen Smiley began to utilize biodegradable hot food containers for catered events and in her cafe about eight months ago.

"Green-safe products are not much more expensive than Styrofoam," she said.

Reflections Cafe in the Cranbrook Institute of Science in Bloomfield Hills also is planning a switch to recyclable coffee containers and biodegradable cafe items, said Paul Gonino, Cranbrook’s food services director.

"I have purchased some items from Michigan Safe Products for a few catered functions, and the response was positive," Gonino said.

McCrumb’s store features recycled items such as window displays of old household doors and windows. Her store also offers local goods – she supplies many of her own art wares from A.I. Design just a mile away – and sells other products made from recycled materials, such as wine glasses made from reclaimed wine bottles.