Tag: marketing

Part 2: Food Ads and Kids

  • Researchers say food advertisers convince kids they need different food than adults. (Photo courtesy of the USDA)

Lots of people are concerned
that American children are
getting fat. More than one-
third are considered overweight
or obese. And some are pointing
the finger at those who manufacture
and advertise food for kids. In
the second part of our two-part
series on food and health, Julie
Grant reports on efforts to crack
down on food marketing targeted
at children:

Transcript

Lots of people are concerned
that American children are
getting fat. More than one-
third are considered overweight
or obese. And some are pointing
the finger at those who manufacture
and advertise food for kids. In
the second part of our two-part
series on food and health, Julie
Grant reports on efforts to crack
down on food marketing targeted
at children:

Have you ever tried going to the supermarket with a five year old? They’re cuckoo for cocoa puffs, and everything else on the shelves that’s colorful with big cartoon characters – strategically placed right at kids-eye level. So, They beg. They plead. Some even just grab what they want.

It’s called parent pestering.

Marion Nestle is Professor of Public Health Nutrition at New York University and author of several books on food politics. She says food advertisers convince kids they need different food than adults. And they want kids to pester their parents.

“I hear parents tell me all the time that the kids won’t even taste things because they say they’re not supposed to be eating that. They’re supposed to be eating chicken fingers, or things that come in packages with cartoons on them.”


Nestle says marketers are just trying to sell products – they’re not worried about obesity and other health problems caused by the processed food targeted to children. She’d like to see some big changes.

“If I were food czar, I would just say, ‘you can’t advertise to children, period.’ They’re not capable of making intelligent, adult decisions about what they’re eating.”

The Federal Trade Commission agrees the ads are a contributing factor to growing problem of childhood obesity. The FTC, the Food and Drug Administration and other government agencies will recommend changes to food marketing rules to Congress later this year.


Most people in the food and advertising industries say cutting off all marketing to kids would go way too far.

Elaine Kolish is Director of the Children’s Food and Beverage Advertising Initiative. It’s part of the Better Business Bureau. She’s been working with 16 of the major U.S. food manufacturers to change what is advertised to children.

Over the past few years, she says food manufacturers have spent millions of dollars to reformulate kids products – like cereals – to make them healthier.

“Before the initiative, cereals that were advertised to children might have had as much as 16 grams of sugar per serving. Now the maximum that anyone could have is 12 grams of sugar per serving. In fact, more of the cereals have less. So that’s a big improvement right there.”

And Kolish says advertising can actually help to get kids to eat healthier. For example, the McDonalds happy meal. Instead of offering kids French fries and a soft drink, the default happy meal now includes skim milk and apples – although it includes a side of caramel dipping sauce.

“I think now because of Burger King and McDonalds, alone, there’s probably more fruit advertising than ever before…and the sales and the trend data is really good. McDonalds has sold over 100-million orders of apple dippers in the last two years. That’s a lot of apples.”

But recent surveys at the University of Arizona and at Yale show that TV and online marketing toward children is still for foods that are not healthy for children. It’s mostly for things that are high in sugar, fat and salt.

Mary Engle is Associate Director for Advertising at the FTC. She says, for the most part, food companies have been taking foods that are bad for kids and only managing to make them less unhealthy.

“Whereas the proposal that the government group came up with is to only allow the marketing of truly healthful foods to children – foods that actually make a positive contribution to a healthy diet. So it’s much more limited which kinds of foods could be marketed to kids.”

Some food makers call the government proposal extreme. But government officials say they wouldn’t ban all ads – just those that encourage kids to eat bad food.

For The Environment Report, I’m Julie Grant.

Related Links

Selling Earth Day

  • Earth at twilight. A digital photograph taken in June 2001 from the International Space Station orbiting at an altitude of 211 nautical miles. (Photo courtesy of NASA)

The first Earth Day in 1970 often gets credit
for jumpstarting the modern environmental movement.
Lately, Earth Day’s meaning might be changing a bit.
A lot of companies are running Earth Day ads and
offering special Earth Day shopping events. Rebecca
Williams reports the idea is that we can buy our way
to a better world:

Transcript

The first Earth Day in 1970 often gets credit
for jumpstarting the modern environmental movement.
Lately, Earth Day’s meaning might be changing a bit.
A lot of companies are running Earth Day ads and
offering special Earth Day shopping events. Rebecca
Williams reports the idea is that we can buy our way
to a better world:

You can’t watch TV lately without tripping over ads around Earth Day.

(Commercial montage featuring WalMart-SunChips-Home Depot)

And at the grocery store:

Campbell’s soup is wearing an Earth Day label. Campbell’s says condensing
soup means smaller, lighter cans. So, that means less waste. Of course,
they’ve been doing that since 1897. Long before Earth Day and the
environmental movement.

Even Barbie’s excited about Earth Day. She’s got a limited edition line of
accessories. They’re made from scraps of fabric that would otherwise have
been thrown away. She’s so crafty.

Of course, there’s a reason why it’s raining Earth Day ads.

“Companies advertise in ways they think people will respond.”

Tom Lyon directs the Erb Institute for Global Sustainable Enterprise at
the University of Michigan.

“Five years ago they didn’t think they were getting a whole lot of mileage
out of advertising green. Now you could say green is the new black – every
company is moving in this direction.”

Lyon says the reality of climate change has been more widely accepted in the
past couple years. People are wondering what they can do about it. And
companies are trying to tap into that.

Joel Makower has been studying green marketing for 20 years. He’s the
executive editor of Greenbiz.com. He says Earth Day marketing ebbs and
flows over the years. But he hopes Earth Day never turns into a marketing
event on the scale of Christmas.

“I think most people recognize the very clear reality that we’re never going
to shop our way to environmental health and so to the extent that Earth Day
becomes an excuse to consume, then we’ll have sent all the wrong messages.”

But Makower says a lot of companies actually are making big changes in their
practices and they should talk about that. He says Earth Day advertising
makes sense if the company’s doing something to improve all year long.
Otherwise he says it might just be a stunt.

Others think Earth Day as a marketing opportunity is probably here to stay.

Adam Werbach is the Global CEO of Saatchi and Saatchi S. It’s a major ad
agency. He says companies see Earth Day as another holiday.

“The reason that works so well this year – Easter came very early and there
was a large gap between Easter and Memorial Day so Earth Day fit in really
well so that stores could get through their Easter merchandise and start
putting green merchandise on the shelves and then move into Memorial Day.”

Werbach thinks that’s actually not a bad thing. He’s had feet in both
worlds – as a former president of the Sierra Club. More recently he’s been
a consultant for Wal-Mart. He thinks consumers should be the ones driving
companies to improve their practices.

“Our hope is of course that people who have tried these new products will
return and buy them in the next month so that in the end you’re creating a
cycle of demand for green products on shelves so that they don’t go away and
be a one time occurrence.”

But at the same time, Adam Werbach is a little conflicted. He wishes Earth
Day could be the one day of the year we could take a break.

No branding. No ads. No buying. Just Earth.

Hey… that might make a nice commercial.

For the Environment Report, I’m Rebecca Williams.

Related Links

Green Travel Series: Hotels

When you’re reserving a hotel room, you’re probably not thinking about
whether your room has a low-flow toilet. Little by little, hotels are
making changes like that to lighten their environmental impact.
Rebecca Williams reports it’s not always easy for travelers to know how
green a hotel is:

Transcript

When you’re reserving a hotel room, you’re probably not thinking about
whether your room has a low-flow toilet. Little by little, hotels are
making changes like that to lighten their environmental impact.
Rebecca Williams reports it’s not always easy for travelers to know how
green a hotel is:


“This is our one washer where we do all our laundry, it’s running 24
hours a day.”


Gail Vantiem manages the front office for this Courtyard Marriott:


“We had 100 checkouts this morning so at least 300 towels need to be
done and put into the rooms today.”


And a lot of those towels could’ve been reused. Most of us might see
those little cards talking about reusing your towels and feel a little
twinge of guilt. But when people stay in a hotel they often take extra
long showers and use a bunch of towels. It feels like vacation.


But cutting back on the laundry load makes a lot of sense for a hotel.
It saves energy, water and of course, money.


Some hotels are trying to do more. They’re trying to find a balance
between giving you a comfortable stay and being more energy and water
conscious without doing anything that will inconvenience their guests.


This Marriott in suburban Detroit is being renovated. Gail Vantiem
says they’ve swapped the traditional lightbulbs for more efficient
compact fluorescents. They’ve installed low flow toilets and
showerheads.


After a guest checks out, the room is cleaned and the heat or air
conditioning and lights are turned off to save energy. Vantiem says
that’s where they’ve had the most public relations work to do:


“The number one complaint is the heat’s not working in the room in the
winter months. It’s just the way you explain to the guest, oh you know
we’re trying to conserve.”


But when it comes down to it, hotels are there to cater to their
guests’ needs. That might mean wanting fresh towels and sheets every
single day. Vantiem says it can be a tough thing for hotel managers to
balance:


“That’s the hospitality business, that’s what we’re here for, if they
don’t want it done we can’t change people’s minds by any means and we
don’t try.”


But some people say hotels can save a lot of money by trying.


Linda Chipperfield is vice president of marketing and outreach for
Green Seal. It’s an independent group that certifies hotels that have
a lighter environmental impact:


“The average hotel purchases more products in one week than 100
families will purchase over a whole year.”


Besides fresh towels and sheets every day, there are all those little
soaps and bottles of shampoo.


Chipperfield says hotels stand to save thousands of dollars each year
by reducing energy and water use. But she says on the whole, the hotel
industry has been slow to change:


“The more pillows there are on the bed, the more towels there are in
the bathroom, the more it’s perceived luxurious, it’s perceived as a
higher quality hotel. It really is a challenge for a hotel to create
different ways to make guests comfortable and portray the image of
luxury but try to save energy at the same time.”


Chipperfield says the key is to do some things that are visible to the
guests – like a towel reuse program. And also do some things that are
under the radar – like installing low-flow toilets that work just as
well as the traditional toilets.


But as a traveler, it’s not easy to know whether a hotel’s really
green, or if it just has a great marketing team. Even some hotels that
are doing a lot aren’t talking about it on their own websites.


Kim Solem is with Expedia. She says travel websites like hers are
struggling with how to rate green hotels. She says there’s no simple
way to judge who’s doing what:


“Right now there are several sets of standards in existence and they
vary by region so it’s pretty difficult for a traveler to understand
just what shade of green a hotel is or to compare one hotel against
another. So our goal is to get to a place where hotels are evaluated
on a standard, very comprehensive point system.”


Solem says she’d like to see a system that grades hotels on a 1 to 100
point scale. And have a little green icon by the ones doing the best
job.


But Solem says that’s at least a couple years off.


In the meantime, if you’re really curious, you can call the hotel
directly. You can ask what they’re doing to cut down on waste, energy
and water. And once you get there, you can hang your towels up for one
more use.


For the Environment Report, I’m Rebecca Williams.

Related Links

Lofts Attract Urban Renewal

  • Lofts are no longer just structures with large windows and exposed brick. Lofts are quickly becoming a symbol of the lifestyle of the young, urban professional. (Photo by Lester Graham)

In cities across the nation, old warehouses, factories and other buildings are being turned into brand new luxury loft apartments, and for many urban areas, those apartments are a big part of trying to get people to move back to cities from the suburbs. The Great Lakes Radio Consortium’s Nora Flaherty has this report:

Transcript

In cities across the nation, old warehouses, factories and other buildings are being turned into brand new luxury loft apartments. And for many urban areas, those apartments are a big part of trying get people to move back to cities from the suburbs. The Great Lakes Radio Consortium’s Nora Flaherty has that story:


Abby Cook is taking a tour of the Union Square Condos.


“…finished the dining area, old basketball hoops and signs throughout the building, so…”


The condos are being built in what used to be a high school, and when they’re finished, the apartments will have a lot of the things that lofts are known for. They’ll have high ceilings, hardwood floors, big windows and exposed brick.


“It’s a great use of the building, it’s a neat idea and just the uniqueness, I think of it.”


Cook is excited about the idea of moving to downtown Grand Rapids, Michigan. She lives in the suburbs now.


“Location is key, I think. Being that I am a young person, and I go out a lot, being close to downtown, just being close and the convenience is huge, just huge.”


Developers all over are building these kinds of lofts in empty city centers. That’s because lofts are thought to attract a group that’s become kind of a holy grail to urban planners: young, educated, professionals like Abby Cook. They’re often willing to live in neighborhoods that other affluent people shun, and it seems, they love lofts. Julie Hale Smith is with Michigan’s housing development authority.


“Our main target goal was to increase population in our urban centers. When we looked around at other cities in the country that we were emulating, we noted that one of their linchpins of revitalization was the redevelopment of historic buildings or the kind of faux-lofting of new, or newer buildings to provide that kind of lifestyle, that kind of urbanist lifestyle for folks that chose to live in those kinds of dwellings.”


You hear the word “lifestyle” a lot when you talk about lofts. In fact, they’ve become almost synonymous with a certain lifestyle, and not just in the minds of developers and urban planners.


FLAHERTY: “When you think of loft apartments, what words do you think of?”


PERSON 1: “Urban living.”


PERSON 2: “Maybe urban contemporary types, younger…”


PERSON 3: “Young, urban, hip.”


PERSON 4: “Maybe en vogue for city living, kind of stylish…”

But what is it about lofts? Doug Kelbaugh’s the dean of architecture and urban planning at the University of Michigan.


“Lofts have a certain cache… they started in London and New York, where older manufacturing buildings or warehouses, in the case of London, were converted by urban pioneers, often artists, into large, open spaces, typically without separate rooms, and now it’s become sort of a lifestyle issue.”


But luxury lofts like Union Square are a far cry from the gritty artists’ lofts of 1970’s New York. They often have amenities like pools, gyms and game rooms.


“What will happen, is you’ll come up this stairway – there’ll be a landing here – and then there’ll be a second stairway that goes up through the roof to your private rooftop deck…”


Developers often like to call any apartment with big windows and exposed brick a “loft.” University of Illinois Geographer, David Wilson, says it’s all a matter of marketing, that developers aren’t just selling an apartment, they’re selling an identity.


“Developers and builders look at them and they see certain physical attributes: high ceilings, large, expansive windows, and so forth, and they seize upon the idea of marketing these physical attributes. And the marketing process hooks up to the notion of, ‘Let’s play to the identity of these people. Let’s make them appealing, let’s make them attractive.'”


So when people see apartments that look like lofts, they don’t think about washing those big windows, they think of having the hip, urban lifestyle that the windows imply. Take Hannah Thurston. She’s a 23-year-old student. She and her husband are putting down a deposit on one of the Union Square apartments.


“I’m hoping that the other people moving in will be great neighbors. Obviously, we’ll have a lot in common being young professionals, obviously there are a lot of nice perks.”


But whatever developers’ motivations, and whatever people might think of them, lofts are succeeding at one thing: they’re bringing at least some new people many of the nation’s abandoned city centers.


For the GLRC, I’m Nora Flaherty.

Related Links

Big City Mayor Pushes “Green” Building

  • Having a plaque like this on the outside of a building means that the construction, materials, and utilities of the building are eco-friendly. "Green" building has started to increase in popularity. (Photo courtesy of the U.S. Green Building Council)

Buildings consume 70 percent of the electricity and create
most of the landfill waste in the U.S. Some cities are looking at “green building” methods to lessen the burden on the environment. The mayor of one major city has set “green” standards for all new buildings, using a mix of mandates and incentives. The Great Lakes Radio Consortium’s Robbie Harris reports on the economic tug of war over building green:

Transcript

Buildings consume 70% of the electricity and create most of the landfill waste in the U.S. Some cities are looking at “green building“ methods to lessen the burden on the environment. The mayor of one major city has set “green” standards for all new buildings, using a mix of mandates and incentives. Robbie Harris reports on the economic tug of war over building green.


(sound of PA system)


Last year, the first green police station opened in Chicago. It will use 20% less energy, and 30% less water than a typical police station. It’s built of recycled and locally available materials. But it looks pretty much like the other newer police stations you see around the city. Officer Jeffrey Bella who has worked here since it opened, says most people have no idea this is what’s known as a “high performance green building.”


“…and the fact that nobody talks about it and nobody notices it is pretty much a testament to how well it does work.”


This is the first police station in the country to earn a LEED Silver rating from the US green building council. LEED – that’s L-E–E-D- for Leadership in Energy and Environmental Design, is a rating system that awards points for features such as energy conservation, site usage, indoor air quality, light pollution reduction, even proximity to public transit. Levels range from basic certification to silver, gold and platinum.


Last spring, Chicago Mayor Richard Daley announced every new building built by the city, must meet basic LEED standards. Private developers aren’t required to meet LEED standards but they must meet the less stringent city Energy conservation code.


Even that has the development community concerned about higher costs. The Mayor had this to say at the Building and Design conference in February.


“Here in the city of Chicago we have to really educate architects, and engineers and I mean you talk about challenges, that alone – and contractors- because they look at money. Money is the source of their profession, like any other profession. How much money… developers, engineers, archiects, contractors, and subcontractors …so green technology to them means money, it doesn’t mean the technology that maybe you and I think about.”


Even the mayor wouldn’t dispute that most LEED certified construction costs more up front. Washington D.C. economist Greg Kats puts it at roughly 2 percent more. Kats ran a performance study of 40 LEED-certified buildings around the country and found higher initial costs were offset ten fold by a variety of benefits.


“And those benefits pay back very quickly in the form of lower energy costs, lower water costs lower operations and maintenance costs, better building operations. And frankly, people are more happy, they’re more productive, kids’ test scores go up, asthma and allergy problem, which is a real concern for a lot of parents like me, tend to go away in green builings.”


On February 14th, one of the city’ largest real estate firms, LR Developers broke ground on what will be the first LEED-certified luxury high rise in Chicago. LR’s Kerry Dixon says, they built green to differentiate themselves in the luxury condo market, and although they’re not required to be LEED certified, they knew it would please the Mayor. But Dixon says it hasn’t exactly been an important selling point.


“We’re not getting feedback from the marketing and sales staff that yeah, everbody’s interested in it.”


If most condo-buyers are not showing much interest in green buildings, more and more large corporations that want to project greener images are.


“We are one of the nation’s largest energy producers. We are by far the nation’s larger operator of nuclear power plants. Some love us for that, and some are skeptical because of that.”


John Rowe is the CEO and chairman of Exelon. The company is looking to consolidate 3 corporate offices into one location and Rowe was fascinated with the idea of building a new green headquarters.


“But it basically worked out so that it would probably be cheaper. And that if we worked on being green we could probably get just as much credit for using an existing building as a new one.”


That’s because the U.S. Green Building Council also certifies commercial interiors. When it’s finished in 2007 Rowe is confident Exelon’s new corporate headquarters will qualify for LEED’s silver rating. He’s hoping it even makes gold.


For now, the Daley administration has chosen to LEED by example – and hope the private sector follows.


For the GLRC, I’m Robbie Harris.

Related Links

New Law Requires Seafood Labeling

  • A new law states that labels on the majority of seafood will need to list the country of origin. Some are worried about the amount of time and money this will cost. (Photo by Ivan Pok)

Seafood lovers will soon know where their dinner was caught. A new U.S. law requires most seafood to have a label that names the country it came from. The Great Lakes Radio Consortium’s Peter Payette reports:

Transcript

Seafood lovers will now know where their dinner was caught. A new U.S. law requires most seafood to have a label that names the country it came from. The Great Lakes Radio Consortium’s Peter Payette reports:


The label will tell the country of origin and whether the seafood was farmed or wild. Processed foods like canned tuna or fishsticks will be exempt and smaller stores won’t be required to label their food.


The new law is supported by some in the fishing industry who think shoppers would rather buy seafood caught in U.S. waters. But other suppliers and retailers complain the law is forced marketing and has nothing to do with food safety.


Linda Candler is with the National Fisheries Institute. She says it will cost billions of dollars for the industry to keep track of all the necessary information.


“We’ve already heard from several retailers that, in order to keep their record keeping to a manageable level, they will cut the number of their suppliers. Meaning, they’ll have less flexibility in price.”


The law is now in effect. But the U.S. Department of Agriculture won’t enforce it for six months. They say that will give the industry some time to adjust to new requirements.


For the Great Lakes Radio Consortium, I’m Peter Payette.

Related Links

Glassing Bottled Water’s Image

  • While your bottle of water may depict this... (Photo by Ian Britton)

Over the past ten years, sales of bottled water have tripled. There’s a huge thirst for water that’s pure, clean and conveniently packaged. As part of the ongoing series, “Your Choice, Your Planet,” the Great Lakes Radio Consortium’s Victoria Fenner takes a look at why we’re turning to bottled water and whether it’s worth the price:

Transcript

Over the past ten years, sales of bottled water have tripled. There’s
a huge thirst for water that’s pure, clean and conveniently packaged.
As part of the ongoing series, “Your Choice, Your Planet,” the Great
Lakes Radio Consortium’s Victoria Fenner takes a look at why we’re
turning to bottled water and whether it’s worth the price:


On a warm sunny day, it’s easy to believe that sales of bottled water
are skyrocketing. People everywhere in this waterfront park in
Toronto are carrying plastic water bottles labeled with pictures of
glaciers and mountains. With a price tag of anywhere from fifty
cents to over a dollar a bottle, that’s a lot of profit flowing to
the companies that sell it.


But Catherine Crockett and Colin Hinz are packing water the old-
fashioned way. They don’t buy bottled water. Instead, they fill up
their own bottle before they leave home and refill it at the drinking
fountain.


Crockett: “Well, it’s cheaper and as an environmentalist, I’d rather
refill a container than waste a lot of money on pre-filled stuff that
isn’t necessarily any better than Toronto tap water. What’s the
point in paying a dollar for a disposable bottle full of what’s
probably filtered tap water anyway?”


Hinz: “Personally I think a lot of what’s behind bottled water is
marketing and I don’t really buy into that very well.”


Colin Hinz’s suspicions are shared by Paul Muldoon, the Executive
Director of the Canadian Environmental Law Association. His
organization has done a lot of research on water issues. He says the
reality often doesn’t live up to the image that companies have tried
to cultivate.


“There’s no doubt in my mind that when a person buys bottled water at
the cost they pay for it, they’re expecting some sort of pristine 200
year-old water that’s from some mountain range that’s never
been touched or explored by humans, and that the sip of water they’re
getting is water that is so pure that it’s never seen the infringement
of modern society. In reality, pollution’s everywhere and there are
very few sources of water that has been untouched by human intervention
in some way, shape or form.”


Environmentalists say it’s not always clear what you’re getting when
you look at the label on an average bottle of water. First of all,
it’s hard to tell by looking at the label what the source of the
water is. In many cases, it comes from rural areas just outside of
major cities. It can even be ordinary tap water which has been
refiltered. The U.S. Food and Drug Administration does set maximum
levels of contaminants, and some labeling requirements as well. But
they don’t regulate water which is bottled and sold in the same
state. That’s one of the reasons critics of the bottled water
industry say the standards for tap water are at least as stringent,
and often even higher than for packaged water.


Lynda Lukasic is Executive Director with Environment Hamilton, an
environmental advocacy group in Ontario. She still has confidence in
tap water, despite the fact that the water supply in a neighborhood
in Hamilton was recently shut down because of the threat of
contamination.


“I think we’d all be better to focus on ‘what is the water
supply like in the place that we’re in?’ and ensuring that we’re
offering people who live in communities safe, affordable sources of
drinking water. And going the route of bottled water does a few
things. It creates problems in exporting bottled water out of
certain watersheds when maybe that’s not what we want to see
happening. But there’s also a price tag attached to bottled water.”


Paul Muldoon of the Canadian Environmental Law Association says there
are other costs associated with bottled water that can’t be measured
in dollars.


“Some of the costs of bottled water include the transportation of water
itself, and certainly there’s local impacts. There are many residents
who are now neighbors to water facilities with truck traffic and all
that kind of stuff. There’s also the issue of bottling itself. You’ve
now got containers, hundreds of thousands… millions of them probably.
So there is the whole notion of cost, which have to be dealt with and
put into the equation.”


There are many things to take into account when you pick up a bottle
of water. You can think about the cost and whether or not there are
better ways of spending your dollar. You might think about
convenience. And whether the added convenience is worth the price. Ask
yourself what you’re really getting. Read the label to find out
where the water comes from and consider whether it’s any better than
what comes out of your tap.


The bottom line is, be an informed consumer. And keep in mind that
the choices aren’t as crystal clear as the kind of water you want to
drink.


For the Great Lakes Radio Consortium, I’m Victoria Fenner.

Related Links

Empty Busses Need Snappy Ad Campaign

Go into any store these days and chances are you’ll find a bargain: buy two shirts and get one free… or buy a burger and get another one half-price. Retailers market their products with attractive deals because they know it works. Great Lakes Radio Consortium commentator Julia King thinks it’s time to use that marketing magic to get more of us to “buy into” public transportation:

Transcript

Go into any store these days and chances are you’ll find a bargain: buy two shirts and get
one free… or buy a burger and get another one half-price. Retailers market their products
with attractive deals because they know it works. Great Lakes Radio Consortium
commentator, Julia King, thinks it’s time to use that marketing magic to get more of us to
“buy into” public transportation:


A couple years back, my smallish Northern Indiana town got an honest-to-goodness
PUBLIC BUS. Progressive types started walkin’ a little taller, a little prouder – because,
well, when you have a BUS it means you live in a place where somebody cares.


Our bus is such a good thing, in fact, that people hate to talk about the one little problem:
(whisper) nobody ever rides it. Okay, that’s not exactly true. Last Tuesday, my
neighbor’s friend thought she saw someone in the very last row on the right hand side.


I’m just BARELY exaggerating. There are really only two kinds of people who ever get
on our bus: hardcore greenie tree-huggers… and those who have no other form of
transportation.


So, now, with tight government budgets and higher gas prices, some cost-conscious
citizens are rightly taking a closer look at our not-so-public public transportation.


In a letter to a local paper, one man put it this way: “I would prefer not having taxpayers’
dollars go literally up in fumes.” He suggested we have two choices: put the bus out of
its misery, or get more people to RIDE it.


According to the American Public Transportation Association, we could reduce our oil
dependence by about 40% – almost the amount we import from Saudi Arabia in a year –
if Americans would use public transportation for just 10% of our daily travel.


You know, radio stations hand out cash and concert tickets to attract listeners; television
stations lure viewers with home makeovers; cola companies entice customers with
everything from free soda to a chance at a BILLION dollars.


What do bus riders get for their trouble? Hmmm? Oh yeah – more trouble. If it’s hot, or
cold, or raining, and there’s a comfortable car ten feet away in the garage, taking a bus is
work.


In large cities, where drivers compete for rare and costly parking spaces, public
transportation offers tangible rewards in the way of convenience and affordability. But in
communities with plenty of space and manageable traffic – if you have a car – the only
reasons to ride a bus are long-term, big picture, goody-goody reasons like ozone
reduction, energy conservation and curbing global warming.


Here’s where the public sector can use a little private-sector know-how. Catchy jingles,
cash prizes, gift certificates at shops along the bus routes, maybe chocolate…
riders need something in the here and now. Like anything else Americans buy, public
transportation is a product. It’s time to start selling it.


Host Tag: Julia King can be found riding the bus… alone… in Goshen, Indiana. She
comes to us by way of the Great Lakes Radio Consortium.

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Alpaca Farming Becoming Next Livestock Trend

  • Sienna Sue, an alpaca on A.L. Paca Farms. Photo by Doug Caldwell.

There’s an up-and-coming livestock trend in the region. Alpacas are common in the high plains of Peru, Chile and Bolivia, where people have used their fleece for clothes and their dung as fuel for centuries. They haven’t even been in the U.S. 20 years, but their low environmental impact, cold weather tolerance and high-priced fleece make them an increasingly popular choice for farmers. The Great Lakes Radio Consortium’s Skye Rohde reports:

Transcript

There’s an up-and-coming livestock trend in the Great Lakes region.
Alpacas are
common in the high plains of Peru, Chile and Bolivia, where people have
used their
fleece for clothes and their dung as fuel for centuries. They haven’t
even been in the U.S.
20 years, but their low environmental impact, cold weather tolerance
and high-priced
fleece make them an increasingly popular choice for farmers. The Great
Lakes Radio
Consortium’s Skye Rohde reports:


(ambient sound of barn)


Alpacas stand about five feet from head-to-toe. Fluffier and smaller
than their llama
cousins, they have long thin necks, big eyes and four bottom teeth.
Pack animals with
their own pecking orders, they communicate by humming.


(sound of alpacas humming)


Bob and Ellen Chamberlain have eight animals at River Bend Alpacas,
their farm in
Croghan, New York. They’ve done a lot of research into alpacas, but
it’s a side business
for them right now. He teaches physics at the local school and she
substitute teaches, in
addition to raising three kids.


Ellen Chamberlain coos at Jambalaya, one of the three original alpacas,
who took a year
to warm up to her.


“Just gorgeous…”


She scratches Cyrus’ neck as he leans into her shoulder. She kisses
Valentine, whose cria
– or baby alpaca – should be born any day.


“People say they have bad breath, but I don’t think so.”


Skye Rohde, to Bob Chamberlain: “Do you agree?”


Bob Chamberlain, laughing, “Bad breath.”


Ellen Chamberlain: “Oh, Cyrus, you’ve got a bug bite on your eye
though.”


Breeders and owners love alpacas’ curiosity and easygoing
personalities. They say it
doesn’t cost much more to care for an alpaca than a dog. An acre of
land can easily
support seven to 10 of them, and alpacas’ hooves are padded, so they
don’t dig up the
ground as much as other livestock.


Marilyn Otteson is a veterinarian who treats alpacas in Auburn, New
York.


“They’re easy to take care of. They don’t require a lot of special
things in the way of
feed, for instance. And right now, this time of year, a lot of them
are out on pasture.
They get supplemented with a small amount of grain. They’re also very
neat animals. As
a group, they usually choose one or two spots in the barn or outside to
use as their dung
pile, they call it. You worm them periodically. You trim their nails
and watch their
teeth, and that’s about it.”


There are around 45,000 alpacas in the U.S. right now. Ohio has more
alpaca farms than
any other state, and there are more than 800 farms in the Great Lakes
region.


Right now, alpaca owners make most of their money selling animals to
other owners and
breeders. A pregnant female sells for around $15,000. A stud male
goes for between $15
and $30,000.


Alpacas are shorn every spring. Their fleece – said to be warmer than
wool and as soft as
cashmere – sells for 3 to 5 dollars per ounce. Some owners sell it to
the Alpaca Fiber
Cooperative of North America. Others spin it into yarn themselves to
knit hats and
gloves.


Skeptics say alpaca farming is still a bit of a risky proposition
because it’s so new. They
worry that fleece prices may fall if production exceeds demand. They
say with three
million alpacas worldwide, the U.S. can’t compete with South American
countries in a
limited market.


Duncan Hilchey, of Cornell University’s Department of Rural Sociology,
says potential
buyers must keep tabs on the market for alternative livestock products
before jumping
into the business.


“It’s possible to get those prices. But in a very narrow market, you
know, if it’s a niche,
suddenly you get a lot of people producing the product and the value
goes down –
dramatically – and it’s not profitable at all.”


This isn’t the first time exotic livestock have become popular, but in
the past they’ve
fizzled. Hilchey says the ostrich and emu fads failed because owners
didn’t promote the
animals’ meat, feathers and oil enough to shift from a breeders’ market
to a viable
commercial market.


Alpaca owners say the industry is still growing, since alpacas have
only been in the U.S.
since 1984. They like the relaxing lifestyle and collaboration that
come with raising
alpacas.


But Ellen Chamberlain says the learning curve has been sort of steep.


“It was just a real learning experience for me. Because I had had dogs
and cats and that
sort of thing, but never any major kind of livestock before, and
certainly had never filled
a syringe, let alone given a shot to anybody. Maybe my dad once with
his insulin, but
besides that… so that was all really new.”


And the Chamberlains say they’ve had a little “bad luck” – although
they’ve been hoping
for females, five of the six crias born to their alpacas have been
males. They say they
don’t want more than 20 animals – the most their pastures can hold.
Only now are they
ready to sell their alpacas.


Sorting fleeces in her barn, Ellen Chamberlain says even with the risk,
she’s excited about
raising alpacas.


“I think everybody knows that the future success of this whole thing is
in learning and
growing and that. And the more people you get involved in it with, and
work together,
the stronger it’s going to be.”


The next big challenge for the Chamberlains might be shearing the
alpacas themselves
next spring, something Ellen has a little experience doing. But first
they’ll focus on
taking care of their three new crias.


For the Great Lakes Radio Consortium, this is Skye Rohde.

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Brewing Greener Beer

It takes a lot of water and a lot of grain to brew a good beer. And once that beer is made, there’s a lot of spent material and water left over. This excess is usually just considered waste. But two guys in the Great Lakes region decided to start a brewery that would focus on reducing pollution and waste and then re-using whatever was left over. They wanted to show how helping the earth could also help business. The Great Lakes Radio Consortium’s Annie MacDowell reports:

Transcript

It takes a lot of water and a lot of grain to brew a good beer. And once
that beer is made, there’s a lot of spent material and water left over. This
excess is usually just considered waste. But two guys in the Great Lakes
region decided to start a brewery that would focus on reducing pollution
and waste and then re-using whatever was left over. They wanted to
show how helping the earth could also help business. The Great
Lakes Radio Consortium’s Annie MacDowell reports:


(ambient pub noise)


It’s a busy summer night at The Leopold Brother’s of Ann Arbor
Brewery. People have shown up to unwind after a long week. Some are
here to listen to the live band. Others to play a rowdy game of Pictionary
in the beer garden.


But mostly, people are here to drink the beer.


Brothers Scott and Todd Leopold own and run the brewery. A family resemblance is
obvious between the brothers.


But their roles in the business are totally different. Todd Leopold brews the beer. He’s a
big, friendly guy who seems at home in a comfortable-looking pair of old
overalls. Todd went to the Siebel brewing school in Chicago and got hands-on
training in four different German breweries. He uses techniques he learned over there in
his own facility.


His brother Scott Leopold is an environmental engineer, educated at
Northwestern and Stanford. Scott spent years helping big companies
save money by using environmentally sustainable business techniques.


But four years ago he decided to put his money where his mouth was.
One night, at a bar in Colorado, the two brothers came up with the idea
to combine their talents and start the world’s first zero-pollution brewery.


They wanted to build the model, then show people that it could really work.
Their idea was met with some skepticism by family and friends. Simply put, they
thought Scott and Todd were nuts. And Scott says they weren’t all wrong.


“Most of the entrepreneurs who are out there will tell you if they knew what they were
getting into before they got into it…they probably wouldn’t have done
it. We might not be alone in that.”


But so far the idealistic business venture has proved to be a success. Scott and
Todd have reduced the volume of a typical brewery’s waste by 90 percent.


To accomplish this, Scott and Todd designed a brewery where every detail was taken into
account to conserve resources.


“What we wanted to do was put science ahead of marketing…to ensure that anyone could
look within our production processes to ensure that it would stand up to the rigors of
science within the environmental engineering world.”


(ambient sound of brewery)


In the brewhouse, stainless steel machines gleam like they’ve just been washed. They’re
not brewing today… that only happens about once a week. But the factory computer is on
and its small, colorful graphics are showing everything that’s happening in the facility.


The computer helps cut down on the brewery’s waste by tracking and regulating all
energy and water use. So there’s always an accurate record of what was
produced versus how much of the raw materials and energy was consumed.


Todd Leopold says this helps him brew better beer.


“When you know everything that’s going in and everything that’s going out, if suddenly
that changes or there’s a spike you know there’s a problem and you’re able to track it
down. So it’s really helped me run a much tighter ship.”


All the other devices in the brewhouse are specially tailored to reduce waste. In fact,
they’re so efficient that Leopold Brothers generates 25 percent less solid waste residue
and buys 25 percent less grain than most small breweries.


That means they’re saving money.


Scott Leopold says their profit margins are nearly a quarter higher than they would have
been if they hadn’t made the investment in better equipment early on. But even with all
the complex equipment, there’s still some spent grain and water left over.


It’s all put to good use. The used organic malt and hops make great food for
animals at organic farms. Excess water from the brewing process is used in the
greenhouse in the back.


Pots of basil for the menu and moonflowers for the beer garden grow in there.
Conservation even extends beyond the brewhouse to the brewery’s decor.


Fat vinyl green tubes with zippers up the sides snake across the ceiling. They’re part of a
more energy-efficient heating and cooling system. And old doors hammered together
make up the bar.


The Leopold Brothers pay the same attention to detail when it comes to marketing their
product. The labels are made from vegetable-based inks. And they use recyclable
cardboard boxes as packaging.


But the brothers want to have an impact on brewing beyond just their own facility.


Todd says they have to start off small.


“We’d love to see the larger, world class…well, not world class, but world size breweries
that distribute their beer internationally to adopt some of the things that we do. It’s just
very difficult to infiltrate the corporate culture as opposed to where there’s one or
two owners. You sit down with them, have a beer, and say this is how you need to do
things. It’s much easier to have an impact on that level, I believe.”


Scott and Todd Leopold say the big breweries have adopted some conservation
techniques simply to save money…but they still generate a lot of waste water.


Scott thinks they could reduce the amount by introducing new machinery and changing
their cleaning techniques.


But U.S. Environmental Protection Agency environmental scientist Erik Hardin says the
big breweries will have to be shown that trying more new things will help the bottom
line.


“With most any big business, pollution prevention steps seem to be incorporated after the
people in charge have been convinced thoroughly that these things can actually save them
money.”


And the Leopold Brothers say that is the exact mission of their brewery …to show, by
example, that sustainability means profitability.


For the Great Lakes Radio Consortium, I’m Annie
MacDowell.

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