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What is Greenwashing? PDF Print E-mail
Written by Paul Nutcher   
Wednesday, 14 July 2010 20:16
Greenwashing is the unjustified appropriation of environmental virtue by a company, industry, government, politician or even an non-governmental organization (non-profit) to create a pro-environmental image, sell a product or a policy, or to try and rehabilitate their standing with the public and decision makers after being embroiled in controversy, according to

Furthermore, the Federal Trade Commission regulates consumer goods making environmental claims such as recyclable, bio-degradable, among others. The Environmental Protection Agency regulates claims made by businesses selling building products to the AEC Industry. In some cases especially in states such as California, the restrictions on such term as recyclable and other environmental claims can be even stricter than federal regulations.

So greenwashing could land the offender in trouble with a federal agency or state regulators and should be avoided by following the existing standards for reporting of the sustainable attributes of building products. Companies selling building products should become familiar with the standards such as ASTM E-2129 or the relevant ISO 14000 Standards.
A Truly Green Organization PDF Print E-mail
Written by Paul Nutcher   
Sunday, 11 July 2010 18:36

A truly green organization is green from the inside out. They’ve looked at not just the products they make, sell or use but at the life cycle impacts of their services and products. For example, a company serious about being green might want to look at their carbon footprint, which is the amount of carbon dioxide (and other Green House Gases, GHGs) emitted by their organization each year. Then they might want to take steps to mitigate the GHGs that they emit so that they offset their emissions to the greatest extent possible.  There are many ways to do this.

The easiest and cheapest ways to reduce an organization’s carbon foot print is to look for energy efficiencies, water conservation measures and resource use reductions in everyday business practices. Planting a tree is great but if all else stays the same the energy, water and resources are still being depleted. Car pooling to job sites cuts the amount of fossil fuels used to do business and that saves on resources. A fleet of plug in electric vehicles is even better, especially if solar panels are generating the electricity to recharge the vehicles. Imagine eliminating all your gasoline consumption for a year. That's doing good for the environment while savnig money. Consider the savings by eliminating bills for expending fossil fuels.

There are product certifications available and third party organizations that will audit a company’s operations and business practices to look for sustainability improvements. Green Apple Group offers many of these services and also  helps companies navigate through all of these green labeling schemes based on our expertise and experience in this area. A company can only truely consider themselves green after a third-party has verification the organization's overall environmental footprint. There are some very sophisticated environmental impact calculators out there that predict how much a company contributes to such measurements as: drinkable water depletion and even species extinction. I’m not suggesting digging that deep, but significant reductions in fossil fuel consumption is a great place to start. Or, call Green Apple Group for a free initial consultation.



Life Cycle Analysis, LEED, Collaborative for High Performance Schools, GreenGlobes green product assessment

Money for Manufacturers PDF Print E-mail
Written by Paul Nutcher   
Wednesday, 14 April 2010 13:10

The Obama Administration has announced a multi-agency funding opportunity to support an Energy Regional Innovation Cluster. This pilot initiative will spur regional economic growth while developing innovative energy efficient building technologies, designs and systems. Seven federal agencies released a combined Funding Opportunity Announcement making up to $129.7 million available over five years to support the cluster.


Solar funding, Energy Efficient upgrades, LEED, Energy Regional Innovative Clusters




California Adopts First Statewide Green Building Code PDF Print E-mail
Written by Paul Nutcher   
Saturday, 20 February 2010 14:45

"Calgreen" is now the first of its kind green building code that every new building project in California will have to follow starting January 2011.

The new green building code will requre all new buildings to reduce water consumption by 20%, divert 50% of construction waste from landfills, separately meter indoor and outdoor water use (nonresidential only), and submit to mandatory inspections of mechanical systems equipment (nonresidential buildings over 10,000 sq ft, 930 sq. m. only).

The California Building Standards Commission approved the Green Building Standards Code unanimously in January. According to the state's Air Resource Board, the new standard will reduce California's greenhouse gas emissions by 3 million metric tons carbon-equivilent by 2020.

More than 50 jurisdictions in California already have stricter green building requirements. The state incorporated sustainable building approaches from several voluntary programs in development of their own standard.



Architect Using Social Media During Downturn PDF Print E-mail
Written by Paul Nutcher   
Thursday, 27 August 2009 15:49

AIA Sees “Major Increase” in Visitors to Its Facebook Site Especially During Downturn:

 For product manufacturers trying to reach architects and building project teams, now is the time to add social media to your marketing and public relations efforts.

As noted by contributing editor Tracy Ostroff in AIArchitect, many architectural firms are using social media tools to broaden their networks and pursue business opportunities  ( “We’ve seen a major increase in the use of our Facebook site since the economy took a turn for the worse,” said Michael Din, director of development and marketing at AIA Los Angeles, in the article.

Green Apple Group can help you to reach more project teams through the social media platforms. Call us for a free initial consultation at 407-517-4748.


AIA, Facebook, Twitter, Green Apple Group, Social Media Marketing, Green Marketing

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IgCC Green Building Code Spreads

Safe and sustainable construction is gaining ground across the United States as more communities recognize the International Green Construction Code ...

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Ray Anderson Passes Away

Capitalism, like any other economic system, has its fair share of detractors. Whether it is socialists in Europe or ...

Green News | Paul Nutcher | Thursday, 18 August 2011

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Renovations Double in Bad Economy

Spending on new construction outpaces remodeling in strong economies, but renovations and additions to homes increase during economic downturns, ...

Green News | Paul Nutcher | Tuesday, 1 February 2011

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