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ANLA: The Pursuit of Green
| Bob Dolibois
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>> Published Date: 11/15/2009
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 There’s a lot about this year that’s worth forgetting … and the sooner, the better! However, there is one aspect of this year that deserves closer examination: 2009 was the year our industry discovered sustainability.
Some early-adopters in our industry can already speak from experience about embracing sustainability in their businesses. But let’s be honest: For most of us, this sustainability thing has just started earning our attention.
The signs of that attention are all around us. The trade press has delivered yard of type on the subject, with blogs arriving weekly. Associations like ANLA now feature education sessions on the topic. “The Pursuit of Green” has all the makings of a double entendre in every corner of horticulture.
So, how we doin’? Is sustainability shaping up to be the life preserver for an industry struggling with a shrinking market? Or is sustainability a Trojan horse delivered by the greenies bent on eliminating every blade of turf and hyper-thirsty bedding plant in our galaxy? Answer: it’s too early to tell. But let’s score the match so far.
All that plastic. Last week I bought my winter plants in the usual plastic pots and flats. After planting, I took that plastic stuff and put it … in my own recycling bin for curbside pick up! This summer Arlington County, Virginia, revised its recycling program to accommodate Types #4-6 plastic formulations. Every garden center serving Arlington gardeners now has an answer to that nagging question. It’s just a start, but it’s happening elsewhere, too.
2009 also saw more choices for bio-friendly pots. ANLA’s research arm, HRI, continued to explore biodegradable plant pots made from poultry feathers. Our researcher has made significant advances in container formulations and closed gaps in the potential supply channel from the chicken to the pot (literally).
WaterSense. A newly energized EPA is in the final stages of launching WaterSense. New homes featuring prescribed low-water plumbing fixtures and appliances—and landscapes—will qualify as “WaterSense” homes, like EnergyStar for electricity. As of this writing, the not-so-good news relates to a one-size-fits-all limitation of a 40% maximum for turf coverage of permeable surfaces. That limit applies equally to Las Vegas and Seattle. Regardless of how you feel about grass, this program codifies the notion that landscaping only deserves the amount of water a non-elected government authority thinks it’s worth. Methinks this particular horse has arrived on wheels.
Renewable Energy Conversions. Informed people are aware of multiple businesses that have converted from 20th century energy sources to newer 21st century approaches like wind, solar and biofuel. Neat stuff! The savings are sometimes startling, and certainly a reason to take a look.
At the same time, can something this good last forever? In most cases, the single-most significant positive factor is the size of the grant or tax credit that’s awarded for making the conversion. Given the economy and stressed budgets of governments providing these grants and credits, it’s practical to assume that these incentives aren’t going to be around forever. So move quickly.
Green roofs and greener cities. This development is exciting, but we have to figure out how to secure market share. In cities where green roofs are growing in popularity (e.g., Chicago), the roofing industry is coming unglued about landscape companies installing these roofs. Lawsuits are pending and the roofer unions are hopping mad. That industry has already launched a new public interest group touting other kinds of green roofs that don’t use chlorophyll. These versions can only be installed by roofing contractors who already have the architects’ phone numbers.
As these four examples illustrate, it’s early in the process for generalizing, and there’s no doubt a portion of the industry’s embrace of sustainability is occurring individually and locally. Current industry projections suggest that 2010 could be as challenging, if not more so, than 2009. As you restrain, renew and restructure your business model, explore sustainable practices. After all, the “pursuit of green” is critical in all its colors.
Bob Dolibois is executive vice president of the American Nursery & Landscape Association and a member of the board of directors of the Small Business Legislative Council in Washington, D.C.
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