This time of year, we spend an astonishing amount of time dealing with food: harvesting from our garden, making salads, cooking, preserving, giving or occasionally selling surplus…but it is SO worth it!

Long before we had a garden of our own, I’ve been an advocate of local community food self-sufficiency. Not that a neighborhood or village would grow all its own food, but even the most urban could grow some vegetables and herbs, some berries.

Food is a basic necessity, and as such should be a right (ditto for drinkable water and health care, among other things). But in many poor communities, there are few gardens and not even any supermarkets. Rooftops, vacant lots, and even windowsills could change this—and in the process, empower residents, break down barriers, form friendships, save people money…and introduce folks to the absolute joy of eating fresh organic produce grown right where you are.

Yesterday, I made a batch of pure tomato sauce: no oil, no water, no herbs, no onions or garlic, just fresh ripe garden tomatoes, cooked in their own juice for several hours, until the sauce was about a third of the original volume, and had a flavor so royally rich you’d think it was made of 24-karat gold. Today, it was Dina’s night to cook. Earlier today, she went and got a couple of pounds of green beans out of the garden (along with another 40 full-size and 125 cherry tomatoes, enough corn for our lunch, celery, eggplant, edemame, zucchini, and I forget what else). She cooked the beans lightly for a few minutes in my super-intense tomato sauce and served them over couscous. WOW! Served with a salad of our own cucumbers and tomatoes and lettuce from our local CSA farm, plus some Turkish olives and feta cheese, it was a fabulous dinner.

Today, I made another batch of that good sauce (most of which we’re freezing for the winter), a batch of zucchini pickles, and a batch of dried tomatoes. Dina processed the leeks for freezing. I confess, we’re putting in a couple of hours a day. It really helps that I work at home and that Dina doesn’t have to go teach at the university in the summer. Seems like every break I take from the computer I am dealing with food. But come January, when the produce you can buy is almost inedible, we will pull some of our bounty from the freezer or from the dried stash in the pantry, and we will enjoy locally grown meals almost as good as those we’re feasting on now.

It’s an experience that should be shared widely. I feel very sorry for those people who’ve never had a REAL fresh tomato. Comparing it to a supermarket tomato is like comparing a perfectly aged French triple-cream gourmet cheese with Velveeta.

And I feel grateful not only to live in a place where we can have a garden, but in a time when consciousness of local organic and fresh foods is high, and where food is helping people know their neighbors and boost their nutrition.

Yes, a tomato can change the world.

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Editor’s note: I like to say that my blog “covers the intersections of ethics, politics, media, marketing, and sustainability.” But I think this may be the first post in six years of blogging that touches on all five.

Levi’s “Go Forth” Ad

Chris Brogan’s blog brought my attention to a Levi’s ad called “Go Forth”—one of the most thought-provoking ads I’ve ever seen.

“A long time ago, things got broken here. People got sad, and left. Maybe the world breaks on purpose—so we can have work to do.” The young girl narrator says this, and a bunch of stuff about the pioneer/frontier spirit.

The ad shows a lot of images of a distressed town, Braddock, Pennsylvania—but also images and especially narration of hope and achievement. The people in the ad are not professional actors, but Braddock residents, apparently.

How I reacted

To, me this ad was about a company wanting to make a difference in a town. Yes, I noticed everyone was wearing Levi’s—but I didn’t pick up a message that I should buy its blue jeans. I got the message that it’s my job to make a difference in the world, no matter what I happen to wear.

Now, I confess—As an entrepreneur motivated more by creating social and environmental change than by making a monetary fortune, I am exactly who this ad is directed at. And I was fascinated. I took the rare step of typing in the link that was displayed on the video to find out more: Levisgoforth.com.

[Side note: In my book, Guerrilla Marketing Goes Green, I attack the conventional wisdom that you need seven or more touchpoints to create action. I argue instead that if you match message to market exactly, even a single impression may be enough. In this case, I took action immediately, on my first exposure.]

The Shocking Call to Action

Fully expecting a corporate rah-rah site about how Levi was helping communities, I was rather shocked to find a third-party site about the project, and one that was fairly critical of the company (click on the Go Forth and Facts pages). The site is anonymous, though there is a contact-the-site-creator link, which brings up an e-mail address for someone named Brett. Obviously, this link was added later, and not by Levi’s.

Apparently, Levi’s made a one-time million-dollar investment in the community, which is being put to good use creating artist spaces and the like. The effort has the active support of the mayor, but apparently is somewhat controversial in town. But the site attacks Levi’s for treatment of workers, shipping all its manufacturing jobs overseas, and environmental violations, as well as for trying to make the problems go away with a one-time infusion of cash. It says, “We all want to see Braddock Prosper we just have different solutions” (punctuation and capitalization are from the original).

What’s really odd to me is that this third-party intervention is the only call to action. Why didn’t Levi’s have one of its own? They get me all worked up with a feel-good surge of “I can do something,” and then utterly drop the ball.

If you’ve followed my work, you’ll know I’m not usually a fan of image-only advertising (though I’ve seen it serve some powerful purposes, even on campaigns I’ve been involved with). I believe strongly in having a call to action. That is particularly true when you use such deep emotional hooks as this ad does. Why leave people with no place to go? Why not harness that energy?

A Different Reaction

I asked my wife, novelist Dina Friedman, to view the ad. Although she teaches in a business school, she’s not an entrepreneur. But like me, she is an activist. Her reaction was quite negative: “They’re trying to tell me that their blue jeans are a way out of poverty. If they want to show corporate responsibility, why not run an ad highlighting what they’re doing for this community.”

How About You?

View the video. visit the go forth site. And tell me what you think. Please post your comment below.

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My friend Ken McArthur blogged about his internal struggle in not confronting racist remarks from his substitute barber. I gave him this advice:

It’s not too late. Go back and find him. Tell him, in a respectful, not angry way, “Ever since you cut my hair, I’ve been thinking about some of the things you said and how much I disagree with them. I’ve been beating myself up for not challenging your racism when you expressed it. So today, I’m going to stop beating myself up and tell you that I didn’t appreciate your put downs of those who look different from you, and I’ll not have you cut my hair again.” Then stand still and listen for dialogue. It may be quite vitriolic, but you may be able to go deeper. And you owe him that much.

You do this, not for his soul, but for yours. But there may be a side benefit of reaching his, too (maybe not right away).

Thanks for being brave enough to share this post. I look forward to the follow-up post about what happened when you went back. And how lucky you are that you have the opportunity to “undo the not doing.” I can remember a couple of incidents in my teens where I failed to interrupt racism or sexism on the street and never knew the identities, never had the chance to back and make it right. 40 years later, I still feel guilty.

Mind you, I’m no saint. I have successfully confronted oppressive behavior at times, left it unchallenged at times, and confronted the behavior without effecting any change at other times. Once I got an obscenity-laced tirade directed at me by name and religion, and that was scary (she later called up to apologize). But I’ll always be proud of the time I intervened with a child whose mother was about to lose it over his tantrum in the supermarket (I got the kid laughing by quacking at him)–and always be ashamed that I did nothing to intervene years earlier when a man was verbally abusing his girlfriend on the streets of New York.

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150 words a day for seven days. I can do this!

When Michelle Shaeffer first told me about Jeannette Cates’ Blog 30 Challenge to write 30 posts in June, I decided not to participate. It was already a week into the moth when I learned about it, and I knew that with my sister’s family of six coming for a week, I was going to be way behind (and in fact, my inbox ballooned by 1000 unread e-mails while they were here).

Jeannette has set up all sorts of systems that build on this commitment to get more traffic, Twitter fans, etc., and I was disappointed that it wasn’t going to work for me.

But now they’ve gone home again, life is getting a bit more sane, and Jeannette just announced a more do-able version: 7 posts in 10 days. Except that 3 of the 10 days are already gone, so for me, it’ll be a post a day for a week. Or two posts today while I’m in the groove :-).

I think I’m going to use these seven days as a laboratory to explore my next big project: a trade association for Green marketers. Stay tuned—and PLEASE comment on the ideas I’m exploring. If I find your comment especially useful, I’ll even send you a nice surprise.

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My I-friend Kevin Lovelady is going after a market that few would dare to pursue: people who’ve failed in business.

Kevin, who has been a strong and consistent supporter of my Business Ethics Pledge campaign, feels that people who experience business failure feel “abandoned” and need resources. So he’s set up a blog, a Facebook page, and various other channels to offer free support to those in this situation. It’s certainly a growing market, and I’m sure he has plans to monetize it down the road. Though, from personal experience in the frugality market, I’m not sure if he realizes what a challenge that might turn out to be. I could, however, easily see it turning into a Web 2.0 or Web 3.0 community for mutual support, and THAT could open up many channels to success if it gains traction.

Anyhow, if you or someone you know had the legs knocked out from underneath your company, you might have a look. And Kevin best of luck!

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Cooperate with others to open new markets. It’s one of the key principles of my brand new book, Guerrilla Marketing Goes Green (co-authored with Jay Conrad Levinson), released this week by John Wiley & Sons. The book is a manual for thriving by doing the right thing, showing businesses that Green and ethical practices aren’t just a way to stay out of jail–they’re a success strategy–and cooperation is one of those practices.

So–do we practice what we preach? Here are some of the things we’re doing to launch the book:

  • We chose to partner with Green America for the launch. We are donating a portion of proceeds, and they have spread word of our book to their 94,000 members.
  • We solicited other partners who will tell their following about the book–and we gave them two powerful incentives: the chance to build their own lists by submitting a bonus, and to promote an upsell product that pays commissions.
  • With these partnerships, we’re able to offer anyone buying the book this month a package of extra worth well over $2750 (and still climbing)–AND to reach at least 702,000 people who are on the lists of these partners.

    So…adding Jay’s lists and mine together, we have about 94,000 subscribers. Adding Green America alone doubled that. Adding in the partners means we multiplied our original 94,000 by about eight times, to 890,000. Even chopping off ten percent for duplicates, that still means 801,000 people are hearing about this book, and that’s 703,000 people that Jay and I couldn’t have reached on our own. And that doesn’t even count Twitter, e-mail discussion lists, Facebook, LinkedIn, etc.

    Oh yes, and let’s talk about my bringing in Jay as a partner co-author. Leveraging the strength of his name definitely helped to build all these partner relationships, as well as strong partner relationships within the publishing house. So now, instead of reaching 10,000 of my own subscribers to inform them of my newest book, I’m reaching 801,000, of whom 791,000 are the result of our outreach efforts, outside of my own network.

    Cost to me? Only time. OK, quite a bit of time, including my assistant’s time, which I am paying for. But time well-spent.

    Is it resulting in sales? A week ago, the Amazon sales rank for Guerrilla Marketing Goes Green was in the 575,000s. In other words, five hundred seventy five thousand books were outselling mine.There have been some wild swings, but at the moment, it’s at 28,793. In the environmentalism category, it’s #13 right now. And Amazon is only one of the five channels that we’re linking to from the books website, https://www.guerrillamarketinggoesgreen.com. In other words, yes–people are BUYING the book, and in doing so, validating this key concept.

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    It must have been somewhere around 1986, in the early days of my business, that I first encountered the work of Paul and Sarah Edwards, gurus to the home-based business sector that was just beginning to take off back then. I’ve been home-based since I founded my company in 1981, so their message resonated.

    I’ve been corresponding with Paul recently, and am very excited by something they’re into now: Offering the “Elm Street” economy as an alternative to both Wall Street and Main Street.

    Elm Street, in most communities, is typically in a residential neighborhood. In Northampton, Massachusetts (the closest Elm Street to my house), it’s a graceful, tree-lined boulevard of large Victorian-era homes.

    As Paul and Sarah Edwards describe it, an Elm Street economy is also firmly rooted in sustainability, at multiple levels:

    It’s a local economy, composed of locally-owned and locally-financed enterprises, industries, and independent practitioners who are invested in bringing long-term well-being to all living there, including nature. It’s focus is on working together to create dependable, environmentally sustainable way of life that bring basic services, products, and resilience back to our local communities.

    Local Economy
    Be it in a city neighborhood, a suburban sub-division, a small town or rural community, the Elm Street Economy is coming to life. It may look a little different from locale to locale, with urban Elm Street communities growing food on rooftops instead of backyards, for example, but wherever they might be located, they can flourish due to values and characteristics symbolized in this logo.

    • Local production of food, renewable energy and goods.

    • Local development of commerce, government and culture.

    • Reduction of consumption while improving environmental and social
    concerns.

    • Being an exemplary working model for other communities when the effects
    of decline of the existing economy and our natural resources becomes more
    intense.

    In short, very much aligned with the values I’ve been espousing for years, in this blog, in my books, in my speeches, and elsewhere.
    The Edwards’ vision of the Elm Street economy, and their analysis, go far deeper than what I’ve quoted here. Go and read it.

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    1. Have you heard about the barbaric, fascistic anti-homosexuality law in Uganda? Yes, they’re calling for the death penalty for consensual sex. Read CNN’s article. Here’s the group to oppose it, please join.

    2. Especially if you’re in Western Mass, but even if you’re not: a Facebook support group has sprung up for the Northampton, Massachusetts victims of arson. My old neighborhood in Northampton got hit with dozens of fires in a one-hour period Sunday night. Two people died, and two families including some friends of ours were left homeless. Several lost their cars or sustained severe damage.

    Please distribute this message widely.

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    Horace Mann, founding President of Antioch College, famously said “Be ashamed to die until you have won one victory for humanity.” Neither Nicholas Negroponte nor Iqbal Quadir will ever have to worry about shaming themselves in front of Horace Mann’s ghost.

    These two M.I.T. professors have both made substantial contributions in developing countries, bringing life-changing technology to villages that don’t even have electricity or running water.

    Negroponte is the key mover behind One Laptop Per Child, an initiative to develop and distribute rugged but cheap (like $100 per unit) laptops to school children, in 18 countries so far. Quadir convinced Bangladeshi microlending pioneer Grameen Bank (founded by Mohammad Yunnis, who received the Nobel Peace prize for his efforts) to underwrite Grameenphone, a business providing cell phone services to villages with no telephone at all.

    Both men spoke at a panel during the Boston Book Fair, coincidentally on Climate Action Day, October 24, 2009. And both have had a major impact.

    Negroponte’s rugged, lightweight laptops can be thrown or dropped with no bad consequence, use only three watts of power (he’s aiming for just one watt on a forthcoming redesign), and both the battery and the computer are designed to last at least five years—about double the typical laptop lifespan—and to minimize waste impact when they are finally past their useful life and life extensions such as use as a TV. With no electricity grid, they’re recharged with hand-cranks, solar photovoltaics, or car batteries.

    Each laptop comes preloaded with not only productivity software, but also 100 books whose creators have agreed to make their content available. That means that if a village receives 100 laptops, it suddenly has a library of 10,000 titles (a larger collection than many small-town physical libraries in the United States).

    These computers are designed directly to foster social change: newly literate school children use satellite wi-fi to access the Internet, learn literacy as well as research skills, and even teach their parents to read. For many of these kids, their first English word is “Google.”

    In October, 2009, Uruguay became the first country to get these laptops into the hands of every single school child; Cambodia, Iraq, Afghanistan, and Peru are among the other countries with a program. Negroponte would love to “take one day of [the cost of war in] Iraq and Afghanistan and do the children in those countries.” In Afghanistan, where many girls are prevented from going to school, the plan he has worked out with the Afghani Minister of Education is to seed the laptops first to girls, so they can learn outside of the classrooms they’re not allowed to attend.

    But his vision is much grander: “It would take $30 billion to do every kid in the world. We gave away more than twice that much to AIG.”

    Grameen Phone
    uses a very different business model: funding new small businesses through microlending, and then changing the society as that business rewrites the entire village culture. “Connectivity is productivity,” says Quadir.

    In 1993, there was one (land-line) telephone for every 500 Bangladeshis, and 73 percent for the phones were in Dhaka, the capital. Grameen came in and began lending small amounts of capital to entrepreneurs, who provided and operated a village telephone, where residents could rent time whenever they needed to make a call, and paid back the loans out of profits.

    The benefits are “inclusive, egalitarian, and immediate,” and the results are astounding. Each 10 percent increase in cell phone penetration corresponds with a .8 percent increase in the country’s Gross Domestic Product. By 2005, the company had 250,000 retailers, 22 million subscribers, and 50 million cell phones (many of them smart phones that bring computing power to these remote villages). It expects to have 5 billion phones in place by 2015, which will be near-total penetration of the population.

    Yet the magnitude of change from this initiative may not even be apparent for some time. Rural electrification in the U.S., says Quadir, didn’t happen immediately after the development of electrical utilities. It went to rural areas decades later, when refrigeration made it possible for farmers to store food much longer, and therefore shift perishable food production and distribution from regionally to nationally based.

    Telephone service, he says, is “the low-hanging fruit. From the juice of the low-hanging fruit, you get the energy you need to climb the tree and take the higher fruit.”

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    Organizers of Blog Action Day are pleased indeed, calling it “one of largest social action events ever held on the web.”

    32,000 posts, including three world leaders: UK Prime Minister Gordon Brown, who got the very first UK post in just as the clock turned midnight–and staffers from President Obama and the ruling party of Spain.

    CNN covered it here.

    What’s fascinating to me is that organizer Robin Beck thinks 99% of the participating blogs have never written about climate change. I suspect that figure is high. I know that I cover climate change frequently in this space, although it’s certainly not the main focus.

    Anyway, a rip-roaring success and hats off to the organizers. I’m glad to have participated. Now the real question is…while those 32,000 bloggers an their hundreds of thousands of readers put some actions into place in their daily lives?

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