marketing - The Environment Report

Economy Maintains Cycle of Sprawl

As businesses and governments struggle to find ways to revive the economy, Great Lakes Radio Consortium commentator James Howard Kunstler says that it’s time to re-scale the marketplace. And, ultimately, to re-think how we live and work:

Transcript

As businesses and governments struggle to find ways to revive the economy, Great Lakes
Radio Consortium commentator James Howard Kunstler says that it’s time to re-scale the
marketplace. And, ultimately, to re-think how we live and work:

Not long ago, The New York Times reported that car sales had fallen off 30 percent. The
paper commented that quote “strong auto sales this year have been a key contributor in
propping up consumer spending, which in turn has been the main impetus of economic
growth.”

Is that all our economy is about? Buying and selling cars? In a way, the answer is yes.
The U.S. economy is now based on the creation and maintenance of suburban sprawl and
all its furnishings and accessories.

What keeps the cycle going? The easiest credit the world has ever seen. Often to people
with poor records of repaying loans. What happens when the music stops, and the zero
percent “miracle loans” stop with it? What other economic activity is there in the United
States? We don’t make anything here anymore except movies, TV shows, and pop music,
and only a tiny percent of Americans can be in show biz.

We’ve outsourced the actual making of most mundane products to distant nations where
people work for peanuts. Everyday retail trade is conducted through so-called “efficient”
national chain stores. Behind this mask of efficiency, though, lies the wreckage of
America’s communities, and the complex, fine-grained networks of economic relations
that once supported them. In rural America, ruin and depression are rampant among
small farmers. Today, we subsist on Caesar salads which travel an average of 2,500
miles from field to table.

This a system primed for unwinding. We are fast becoming a nation reliant on everyone
but ourselves. More tragically, as it unwinds, we will be stuck with all the unsustainable
furnishings: the far-flung subdivisions of commodity housing; the redundant chain stores;
the countless miles of blacktop in need of continual repair; the gazillion cars that we can
no longer afford to replace. We’ll be stuck living in places that are not worth living in,
and not worth caring about, far from any food supplies, and with no networks of local
economic interdependency.

These are our prospects, and they can only be worsened by looming international military
mischief, Jihad, de-stabilized oil markets, and terrorism.

There’s really only one reasonable way out of this predicament: the re-scaling of
America. We face the enormous task of reconstructing local economic networks that add
up to real communities, which in turn add up to places worth caring about. It’s time to
re-size and downscale everything we do from farming to schooling to shopping. The
future is telling us very clearly that we have to start living locally, but we are not
listening, and we are not prepared.

James Howard Kunstler is the author of The Geography of Nowhere and other books. He
comes to us by way of the Great Lakes Radio Consortium.

Grass-Fed Beef Good for Business?

Most of the cattle raised in the Great Lakes region spend their lives in a feedlot, fattening up on corn and other grains before becoming dinner themselves… but there’s a growing number of organic farmers looking at putting their cows in the pasture. They say grass-fed beef is a healthy alternative. The Great Lakes Radio Consortium’s Brad Linder has more:

Transcript

Most of the cattle raised in the Great Lakes region spend their lives in a feedlot, fattening up on
corn and other grains before becoming dinner themselves. But there’s a growing number of
organic farmers looking at putting their cows in the pasture. They say grass-fed beef is a healthy
alternative. Brad Linder has more:

(Sound of cows mooing)

Here on Natural Acres Farm in Millersburg, in Central Pennsylvania, 120 cows have their heads
to the ground. They’re chewing on tender shoots of grass instead of ground corn or some mixture
of grain feed.

Steve Shelley is in charge of marketing beef for Natural Acres. He says cows are designed to eat
grass, but most farmers today find it cheaper and easier to buy commercial feed made from grains
like corn.

“You know farmers nowadays. Well that’s the way their dads did it, so they’re doing the same
thing. It’s much easier to go out and dump a bucket of feed into a pen for that animal to eat than
it is for that animal to be out, to get the best benefit from the soil.”

And Shelley says another reason most farmers use grain feed is that it takes longer to raise cattle
on grass. Grain-fed cows are ready for slaughter within a year, but Natural Acres cows can take
six months to a year longer to reach the same size.

But Shelley says that convenience for the farmer comes at a cost to the cattle. Shelley says cows
raised on corn get sick more often than grass-fed cattle. As preventative measures, cows
traditionally have antibiotics mixed in with their feed and require frequent visits from the
veterinarian.

Cows on organic farms are naturally healthier. And since Shelley’s marketing his product to
consumers interested in “healthier meat,” the animals also don’t receive growth hormones or other
chemicals often found in commercial beef.

Natural Acres runs an organic foods shop on-site. But Shelley says the market for such products
is pretty small in rural Central Pennsylvania. Most of the beef isn’t sold here. Instead, much of it
is shipped to restaurants and stores, where people are willing to pay premium prices.

“In a grocery store, you may pay anywhere from a $1.75/pound to $2.00 for a pound of beef.
Retail, we get $4.09.”

Being able to charge more for beef is only one of the perks to raising cattle on grass. The farmers
who raise grass-fed beef don’t have to pay as much to the veterinarian.

“The animals rarely get sick. And I have talked to hundreds of people who raise animals on
pasture.”

Jo Robinson is author of the book, “Why Grass Fed is Best.” She also runs the website
‘eatwild.com,’ which compiles research on grass-fed cattle.

“The big surprise, I think – and this wasn’t known until about 1998 – is that an animal raised on
pasture has five times the amount of cancer fighting fat called conjugated linoleic acid, or CLA.”

Robinson says CLA helps prevent cows from developing tumors. There is some evidence
suggesting CLA has the same effect on humans, but it’s not yet clear if eating grass-fed beef is a
way for people to fight off cancer.

Robinson does point out that CLA is just one of the reasons there’s a growing demand for grass-
fed beef.

“Some people gravitate towards pasture finished meat because it’s free of hormones and
antibiotics. Some people are aware of the nutritional benefits. They like the fact that it’s lower in
saturated fat, higher in omega 3 fatty acids, higher in vitamin E, and a number of other
substances. It’s simply a healthier product all around.”

Robinson says she first started looking for American grass-farmers in 1997, and only found about
sixty. Now, she says, the market has grown to include at least ten times that number, which still
only represents a small portion of the American Beef Industry.

Paul Slayton is director of the Pennsylvania Beef Council, the non-profit organization charged
with promoting the state’s beef industry. Slayton says less than 1% of the state’s beef production
comes from grass farms. But he says those farms do fill an important role.

“I see it being a very viable part of our production in this part of the country, because we have
such an eclectic consumer group. And there are some consumers that just won’t eat anything else
but organic. And somebody’s going to be providing their food.”

As the beef industry is recovering from public concern over mad cow disease and e. coli bacteria,
Slayton says anything that convinces people meat is safe is fine by him.

And as for the taste of grass-fed beef, Steve Shelley from Natural Acres Farm says it might be
more familiar than many people think.

“Many times when I go and do a taste test at a store or something, a lot of the older people, when
they try it, make the comment: ‘This tastes like beef used to taste.'”

Shelley says the meat is leaner and can be tougher if cows aren’t fed a little grain before slaughter.
But Natural Acres is experimenting with different types of grass that might lend a more
consumer-friendly texture to the beef.

Shelley says it’s a combination of taste and nutrition that gets most people interested, even some
people who had given up on commercial beef altogether. Shelley tells one story about a man
who’s wife had banned meat from their house for five years.

“So he bought a hamburger and finally got her to try it, and at the end of the day, he gave me a high five, and he said, ‘I can eat beef
again! She’s given me permission to bring beef into the house!’ Well, that really makes you feel
good.”

So grass-fed beef is entering households that hadn’t seen any beef in a while for environmental
reasons or because of health concerns. While the beef might be a taste of days gone by, organic
farmers are getting better prices for their meat than even in the best of days past.

(moo moo)

For the Great Lakes Radio Consortium, I’m Brad Linder.

The ‘Cause’ of Pollution

It’s hard for non-profits to raise money. And it’s hard for big business to gain public trust and admiration. But when the two are put together – struggling non-profits and wealthy businesses – it appears to be a win, win situation. Or is it? Great Lakes Radio Consortium commentator Julia King looks at one summertime case where the environment is the loser:

Transcript

It’s hard for non-profits to raise money. And it’s hard for big business to gain public
trust and admiration. But when the two are put together – struggling non-profits and wealthy businesses – it appears to be a win, win situation. Or is it? Great Lakes Radio Consortium commentator Julia King looks at one summertime case where the environment is the loser:

How many times have you heard these words: Come on: it’s for a good cause!

You know, like the elementary school teacher who takes a water balloon in
the face for literacy. “That’s the spirit!” we cheer. Because sometimes
you’ve got to go out on a limb to inspire people to action, to get things
done.

But what if someone asked you to smoke cigarettes… to fight world hunger?
Or toss motor oil in a lake… to help cure diabetes? So, there are bad ways
to call attention (and funding) to a cause. Water in face: good. Motor
oil in lake: bad.

Yet more and more these days, our “causes” are tangled up in elaborate
marketing schemes that muddy the moral waters of both charity and activism.

Recently on a 95-degree Ozone Alert Day, my local news reported that area
residents could brave the hot weather (not to mention the respiratory
damage) and test drive a BMW… for a good cause. Without the slightest bit
of irony in her voice, the anchor segued from a story about the dangers of
ozone, to a story about the joys of driving (the very thing that leads to
ozone on a hot day).

With what they call “The Ultimate Drive” campaign, BMW has helped the Susan
G. Komen Foundation raise over three million dollars (a dollar a mile) for
the fight against breast cancer. That’s a lot of carbon monoxide for
breast cancer.

Collaboration. Cooperation. Call it what you will, but the you-scratch-my-back-I’ll-scratch-yours-fundraiser is hot. Big corporations draw big money for worthy causes, and worthy causes draw favorable publicity for big corporations. But what if those big names are at cross-purposes with the fundraiser’s end goal? Or even at cross-purposes with other worthy efforts?

If good health is a goal, for instance, it hardly makes good sense to ask
people to drive on ozone alert days – even if the car IS a BMW. The Komen
Foundation also sponsors walks and runs – far more appropriate activities
considering the cause.

Nobody wants to see environmentalists (or asthmatics) duke it out with
breast cancer patients, but it’s time for organizations to fundraise with an
eye toward more than just money. Innovation and creativity is great, but
when the public is asked to participate in an activity, it ought to be a
positive one.

Now, I’m waiting for someone to ask me to drink margaritas… for world peace,
of course.

Julia King lives and writes in Goshen, Indiana.

The Dawn of Smell-O-Vision

In the animal kingdom, a sense of smell is a useful tool. We can tell whether our food is fresh, our clothes are clean… and we might even choose a mate by their scent. Soon, marketers may try to attract your nose to their products. But like too much noise, too many smells may be a turn-off. Great Lakes Radio Consortium commentator Tom Dunkel doesn’t mind that he’ll miss out on this new kind of pollution:

Transcript

The nose knows more than we think it does. Studies have shown humans secrete the same chemical scents called “pheromones” that trigger things like aggression and mating in the animal kingdom. What does that mean? Well, it means that by mixing the smells of lavender and pumpkin pie, researchers in Chicago were able to sexually arouse a test group of men… a test group of, apparently, very lonely, embarrassed men. Its private industry’s job is to try and cash in on scientific discoveries. Which explains why a patent has been issued for a little device that attaches to a TV, computer, or stereo. The sole purpose of this little gizmo is to generate odors that enhance what we see and hear on our TVs, computers, and stereos. Yes…. It’s the Dawn of Smell-o-Vision! And it’s only a matter of time until it produces a new, annoying form of environmental pollution.

Someday soon grocers will be spritzing supermarket aisles with chocolate-based fumes…. fumes that fill shoppers with a heroin-like craving for Coco Puffs. Airline industry scientists will discover that the combined smell of fruitcake and varnish make passengers actually want to stand in line for hours at ticket counters. We’ll be begging for flight delays. Some future presidential candidate will get catapulted into office by winning the scratch-n’-sniff-campaign-button vote.

Fortunately, I’m going to miss out on this brave, new, environmentally manipulated world. I’m going to miss out because I’m one of about 3 million Americans who have no sense of smell. People like you…. normal people…. enjoy a symphony of 10,000 different odors. My world of smell is a one-note song: ammonia. Eye-watering, sinus-scorching ammonia…the nasal equivalent of having ears that can only hear blood-curdling screams. As handicaps go, I admit I have a minor one. Ragged men don’t stand on street corners mumbling, “Hey, buddy, can you spare a dollar for a guy who’s never smelled fresh-baked bread?” But being born without a sense of smell has very practical, very anxiety producing implications. I have left chicken pot pies baking in the oven all night long…. cooked them no, incinerated them – until a neighbor stopped by to ask if my kitchen was on fire. Likewise, I can’t tell if I’ve worn a suit two times or 20 times. Imagine sitting in a business meeting, brimming over with earth-shattering, big ideas…but convinced nobody will listen to those Big Ideas because you smell like a high school gym locker.

I long ago accepted the fact that my nose can’t distinguish a rose from road kill. But after all these years – not being able to smell has suddenly developed a bright side: No company is going to manipulate my environment. I am totally immune to Smell-o-Vision. Better yet: No matter what those wacky, test-group scientists do, I will never, ever, get sexually aroused by a piece of pumpkin pie.

Commentary – Image Is Everything

For years, advertisers have used the great outdoors as a marketing
tool. But Great Lakes Radio Consortium commentator Suzanne Elston
thinks it’s time we starting selling something else.

Transcript

For years, advertisers have used the great outdoors as a marketing
tool. But Great Lakes Radio Consortium commentator Suzanne Elston
thinks it’s time we starting selling something else:

I saw the most amazing commercial on television last week. The whole
thing was a series of video clips of wild animals and their offspring
playing in their natural habitats. There was a really cute shot of a
baby hippo playing with its mom in the water. And then it showed a
baby elephant struggling to climb over a tree lying on the ground.
All of a sudden this big maternal trunk swings down and wraps itself
around the baby elephant’s backside and gentle lifts it over the
tree. It was adorable.

Then there were baby seals frolicking on the
ice and fox cubs playing in a field. There was no voice over on the
commercial – just the sound of Bryan Adams voice singing “Forever
Young”. It was beautiful. The final scene was a mother lion sitting
proudly, looking straight at the camera, while a lion cub nestled in
her front paws. It really took your breath away.

The image of the lion and her cub faded and was replaced with a
package of Pampers disposable diapers. An announcer voice simply
said, “Forever Young”.

I couldn’t t believe what I was seeing. Disposable diapers are
arguably one of the most environmentally damaging products we’ve come
up, and here we are using wild animals to sell them.

But it doesn’t matter because it looks good. It’s like this other
commercial for a sports utility vehicle I’ve seen lately. The truck
meanders in slow motion through a pristine forest, while a giant
grizzly bear stands on its haunches and sings opera. The entire scene
is bliss. And then you realize that that wildest thing SUVs drivers
are likely to see is the mall parking lot on a Saturday morning.

But it doesn’t matter because image is everything. That’s why SUVs
are the hottest selling item right now. As long as looks good and
projects the right image well then let’s buy it.

Forget about the fact that all these hot convenience items are
ripping up the planet. They make life easier and they make you feel
great. Who cares if we destroy the environment in the process? We can
always create a new world with the magic of computer animation and
some marketing wizardry.

Or – maybe we actually use all this marketing know-how to clean up
the mess we’ve made. I think it’s time we started selling that idea.

Host Tag: Suzanne Elston is a syndicated columnist living in Courtice, Ontario.

Sea Lamprey Soufflé?

A recent discovery has put the brakes on a plan to market Great Lakes sea lamprey to Europeans as a gourmet food. Scientists have found high levels of mercury in the lamprey, making it unfit to eat. The Great Lakes Radio Consortium’s Mike Simonson has the story: