And, as a semi-official blogger and Sustainable Brands alumni, I have been granted special dispensation to offer a 20% discount code to any of my legions of loyal followers. So if you want the ultimate green brand networking experience, let me know. It’s going to be an amazing week.

Here is the link to the official program so far. Speakers include representatives from:

• National Geographic
• Lush
• Ford
• Intel
• BASF
• World Wildlife Fund
• Safeway
• Patagonia
• Interface Floors
• Earth911
• Molson/Coors
• 1% for the Planet
• North Face
• REI
• Neutrogena
• Unilever
• 3M
• Volcom
• WalMart

Just as a reminder, here’s the Green Briefs Unofficial Road Trip Video from Sustainable Brands 2011.

Well I was as shocked as anyone that a recent Ipsos survey put our humble BC retailer above North American green behemoth Whole Foods on the eco friendly scale. But that’s apparently what 1,177 adult British Columbians said, 19 times out of 20, when asked to name one retailer they thought best exemplifies an environmentally-friendly business – without a pre-determined list to choose from. (See the top 10 list below) London Drugs came in at #7, and was the only ‘general’ retailer on the list.

That certainly warmed our green hearts, as we have been working very hard to get the word out there on London Drugs’ recycling and green products with the What’s the Green Deal brand, featuring our industry-leading Bring Back the Pack and Styrofoam recycling programs. (Full disclosure, Green Briefs and Unicycle Creative is a strategic consultant for London Drugs – so neutrality is out the window here)

Hats off to all of the companies on the list – it’s a contest no one really loses. And thanks, BC. We’ll shoot for number one next time!

Top 10 Mentioned Environmentally-Friendly Retailers in BC

1. Mountain Equipment Co-op
2. Save-On-Foods
3. Starbucks
4. Thrifty Foods
5. The Body Shop
6. Real Canadian Superstore
7. London Drugs
8. Choices Market
9. Whole Foods
10. Safeway

The awards ceremony was held at a tasteful luncheon on March 16th, and the crowd clapped as enthusiastically as they could with one hand busy shoveling pan-seared arctic char and swigging glasses of surprisingly non-local Wolf Blass red.

As you might guess from the headline, London Drugs did not take home the hardware this time. Canadian Tire was the retail category winner, with substantial CSR reporting and a line of their own private label green products.

But the real winners were all of the people who work so hard behind the scenes to make sustainability happen. Too often, these unsung heroes toil away measuring obscure statistics and driving change in the darkest corners of the business world.

It’s nice to see them recognized, among their peers for their dedication and devotion. Thanks to the Globe Foundation for making that happen.

Here are all of the winners, in the various categories -congratulations to all, and maybe we’ll see you in 2014!

Not too long ago, print was the pariah of the green movement. Piles of catalogues and reams of newspapers destined for landfill seemed fated to be replaced by the electronic word. The paperless office of the future beckoned.

Well, print’s place has certainly changed. That you are reading this on your digital device is proof of that. But ink on paper has also come a long way.

Hemlock Printers recently asked Unicycle Creative for a simple brochure to remind people of the more sustainable side of printing. As one of North America’s most environmentally conscientious printers, they have some good backup for this claim, including carbon-neutral certification and a program that even lets you buy carbon offsets for you print project. And new digital technology means more precise quantities and much less waste.

The symbol we chose to deliver this message was the humble beaver. Hard-working and rooted in nature, yet certainly a consumer of fiber. In the most sustainable way.

Choose the right technology, the right paper and the right printer, and using print in your communications mix need not be a blemish on your sustainability report.

If you want to find out more about where, when and how to use print strategically, drop me a line. For more on the sustainability of print, recycled stocks and digital technology, talk to Hemlock.

If you have a tree you need taken down on your property, we have a connection for that, too.

Last night I attended Vertality2, a sustainable business networking event put on by Vancouver’s Board of Change. It’s part of my 2012 Resolution Pak™ to attend more of these things and network a little more effectively. Which sounds good until I am really too busy to go, and find myself looking around a room full of people I don’t know and thinking I should just get back home to catch up on work.

Fortunately, beer came to the rescue. I had one, which caused me to hang around long enough to spot someone I did know. Chris Livingstone, the Director of All Sorts Of Things at Globe (including the EPIC Vancouver show) and a guy who can put more names to faces than anyone I know. So I had another beer (Thanks, Chris) and before I knew it, I was talking to more people I didn’t even know.

The best part is, these were really good conversations. Green building standards, sustainability in the oil patch (?!), entrepreneurial ventures, sponsorship, yoga, car co-ops… smart people sharing lots of good ideas. And of course, more beer.

Mercifully quick speeches from representatives of Saltspring Coffee, Vancity and Hollyhock reminded me of just how human the successful corporate face of change is in this city. Monika Marcovici and Sonny Wong folowed up with the announcement of the one-thousand and first member of the Board of Change.

As I had another beer, I began to feel invigorated. Maybe we are building a critical mass of positive green thinking. Maybe the Rebel Alliance can muster a charge against the Empire. Maybe the changes I am working to make in my life and work are part of something greater.

Thanks, Board of Change. Thanks, Beer.

Why should I risk my fingers rinsing out locally line-caught albacore tuna cans when some steel-toed doofus can mindlessly chuck his big mac wrappers right on top of the perfectly-recyclable cardboard, steel, and wood waste he spent the morning mixing together in a landfill-bound dumpster? How hard would it be to invent a materials separation system that is as easy as chucking it in the bin?

Well, the answer turns out to be, not very difficult at all. If you have Photoshop.

It’s a little more challenging to do in real life, but the City of Vancouver and Metro Vancouver appear to be taking it on. Under the Zero Waste category of Vancouver’s Greenest City Action Plan, a section called Enhance Construction, Renovation & Demolition Recycling tackles this very issue, with a series of proposed projects and legal amendments. A bit more Googling led me to this Metro Vancouver PDF, asking for feedback on mandatory construction and demolition  recycling regulations.

No doubt many trades and developers will be howling like scorched cats at this latest affront to the easiest possible path to profit. But it really has to happen. And when it does, the recycler that can bring the easiest most intuitive system to market should be able to really clean up.

And all us happy home recyclers won’t feel quite as duped.

So how do you tell that story in a way that appeals to the fashionistas? (And still include the sustainability branding of parent company Cadillac Fairview…?)

Well, everyone loves a good discount.

By framing the ‘Green At Work’ message in a 100% OFF price tag format, Unicycle Creative got instant shopper attention and described Pacific Centre’s waste diversion rate in one clean graphic.

The team at Pacific Centre went one step further, designing an in-mall Recycled Runway Fashion Show, using local artists to create a stunning ready-to-wear-it-again collection. Unicycle designed a pair of banners to frame the show and communicate key zero waste messages.

Some of my deeper green readers may look down their noses at the idea of such a bastion of consumerism dipping a pedicured toe into the sustainability pond. But I see it this way: Shopping isn’t disappearing anytime soon. Putting sustainability on the radar of fashion shoppers is an important step in creating the conditions that will put pressure on all parts of the retail supply chain to green up their act. Zero Waste is a solid start.

It might as well look good on them.

A ride 20 years in the making

I met with General Manager Dean Thompson in the office /ski store upstairs from the factory floor. He explained that in 1990, when the company started in Chris Prior’s garage in Lions Bay, the Pacific Northwest was home to a number of ski and snowboard factories including K2, Ride and Morrow.

“Over the last 12 years, companies have consolidated and production has continued to move offshore.” Thompson says. “Almost no one is manufacturing locally now. K2 pulled out in 2000 and bought up Ride and a few other companies. During this time it was also bought by a bigger company who also owns Coleman (think camping stoves) among other non-snow related companies. But the Prior brand is still undiluted. That’s one of the things that originally appealed to me about the company.”

One of the secrets to Prior’s survival has been carving out a niche. In 2000, they developed their first splitboard, (a backcountry snowboard that separates into two skis for climbing up and reassembles for the single-plank powder ride back down)  The splitboard market continued to grow and Prior is a major player globally. Skis came shortly thereafter and strong support from heli-ski operations and the Association of Canadian Mountain Guides helped solidify a strong backcountry customer base. Prior has now gone beyond their local roots, expanding their line and selling their pure Canadian brand online to customers and distributors in Europe, Scandinavia, Russia and Japan.

How sustainable can a ski or snowboard be?

Every Prior product begins with a wood core sourced from a small manufacturer just south of the border. (“One of the last holdouts from the old ski manufacturing infrastructure”, Thompson says) These are made primarily with apsen and maple, though Thompson says they are experimenting with some locally-sourced alternatives.

But making a durable, high-performance ride takes more than trees. Each is a multi-layered sandwich that includes non-renewable materials like fiberglass and UHMW Polyethylene. Topsheet graphics are also printed offsite, and when asked about the possibilities for recycled substrate, Thompson told me they plan to look at alternatives. “We have recently hired a product engineer,’ he added. “That will let us do a lot more work with our design and supply chain, and maybe put some positive sustainability pressure on some of our suppliers.”

Not that they have been idle.

“We actually tried using an experimental hemp-based fiberglass replacement a few years back.” Thompson says. “But it didn’t perform as well as we hoped.”

No word on whether they burned the rest of it.

Local Culture and the 20-Centimeter Rule

Perhaps the most sustainable part of the Prior brand is its engagement with the Whistler community.

Thompson elaborates, “We like to support local Whistler area talent when we develop our graphics, including using some great First Nations artists. It gives us a Whistler-inspired look that the rest of the world responds to.”

Prior is also involved with the Whistler Centre for Sustainability iShift Program and sponsors numerous local events and riders.

One of the most popular ‘community involvement’ policies is the locals rate. Anyone with a Squamish, Whistler or Pemberton address gets a substantial discount off the retail Prior price.

Growing a company in a mountain town does have its challenges, however.

“We’ve always respected the 20-Centimeter Rule,” says Thompson. “If there’s more than 20cm of fresh powder on the mountains, the factory pretty much doesn’t open ‘til noon that day. Unfortunately in the past, that has left a customer or two waiting at a locked door. So now we leave at least one or two people back at the shop.”

Presumably those who draw the short straw.

So what does Prior’s future hold?

Thompson sees lots of upside. “We have room for growth within our current space – we could pretty easily run more shifts. But it’s also important that we stay small enough to be efficient and let our people police themselves a bit.”

The biggest impression I was left with is that the Prior brand is all about authenticity. ‘Hand Crafted in Whistler’ is proudly stamped right on the skis and boards Prior makes, and North America’s biggest product testing range is right out the back door.

“Everyone who builds our product also rides.” Thompson concluded. “We are immersed in the snow culture almost year round.”

That’s one brand benefit no Asian factory can match.

The Green Briefs Two-Bits

As an independent brand, growing in a market not known for manufacturing, Prior is a great local story. Sales around the world also show the Canadian label resonates internationally. They are a ‘shop local’ option for enlightened Pacific Northwest skiers and boarders, with a mission statement that includes strong support for the community, the mountains and the environment.

Prior has already has a sustainability story to tell, and boosted engineering horsepower may let them make some more innovative advancements in that area. This might also provide some marketing partnership opportunities with other brands that share the sustainable living space. I’d love to see what brand stories develop in the next few years.

In the meantime, I will also be demo-ing a set of Prior Husume skis when Whistler Blackcomb opens, so stay tuned for the Green Briefs White Pow Sustainable Ski Review™ on those.

When I found this $2 shirt at the Whistler Re-Use-It Centre (Thrift Store) it reminded me of all the things I love about the CBC.  As Canadian institutions go, this is one of the best. Intelligent debate, launching pad for amazing Canadian music, a touchstone of what broadcasting was meant to be before it was hijacked by Rupert Murdoch. OK, CBC has some really lame TV shows, too. But the tackiness factor of this shirt also represents that very well.

Happy 75th Birthday, CBC!

“Good Afternoon, Mr. Mayor, Councilors, Citizens. Thank you for the opportunity to speak today.

My name is Lorne Craig. I am a Vancouver business owner and have been for over 20 years. I run Unicycle Creative, a strategic marketing agency focused on sustainable business. I also write the GreenBriefs.ca blog on sustainability.

In other words, I am a Green Capitalist.

Unicycle Creative is one of the 395,000 small businesses that run the engine of BC’s economy, providing some 57% of private sector jobs. And believe me, I’m pedaling as fast as I can. So today I wish to speak out in favour of adopting the Greenest City Action Plan. Because for small business, green is a growth industry.

Every day I work with great local green businesses. I am also fortunate to advise regional companies like London Drugs as they implement industry-leading recycling programs.

Today I would like to talk about the value of the Greenest City brand.

Last month I attended Sustainable Brands 2011 in Monterey California, North America’s largest green branding conference. There, I discovered that Vancouver is already on the radar as a green business hub. But I believe our opportunity is even greater. One by one, world-leading brands took to the conference stage with their sustainability plans and accomplishments. And these were not the corner hemp store type of companies. These were Nike. SCJohnson. Starbucks. Adidas. Unilever.

These forward-thinking companies know that the tides of public concern, demand and legislation are steadily turning toward a more sustainable future. They also see there is money to be made. That’s why, all across the globe, corporations are investing to embed green thinking and practices directly into their operations and business models. So I think it makes sense for the City of Vancouver to do the same.

To the critics of this plan who say it ignores traditional industry sectors, I say that ‘green’ is not a ‘sector’. It is a survival strategy that runs through all businesses and sectors. From more sustainable film production, to high technology companies that enable greater efficiency, to resource companies that must do their jobs in new ways.

Our cities are where we must import food, live with pollution, deal with waste and generally start to clean up the mess. This is a time for bold goals, and municipal governments are in an excellent position to set them.

Striving to become The Greenest City in the World, Vancouver will attract the best businesses, while providing a role model for municipalities on the world stage.

But the local small green businesses of Vancouver could use more. We need more networking opportunities, quicker local procurement policy development and more small business support.

All of this could be achieved by taking Vancouver’s Green Capital brand just a bit further. Unite local green businesses under a ‘Green Capitalist’ brand extension. Organize local business trade shows and events. Let our legions of Green Capitalists proudly declare their status in the City of Vancouver and beyond.

I look forward to seeing the Greenest Cities Action Plan being approved by Council, and to be part of it as a proud citizen and Green Capitalist.

Thank You.”