Newsletters: March-April 2009

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The 'Greening' of Earth Day

Natural Times March/April 2009

By Paul Rutkovsky

Earth Day will be celebrating its 39th anniversary this coming April 22. From its first day in 1970, when millions of Americans participated in demonstrations and workshops to focus attention on the global environment and the stress that unchecked growth puts on the earth, Earth Day has come a long way in making more people aware of the worldwide strain on the environment. However, we, as citizens of this earth, have to be more aware of the so-called "greening of the marketplace." There is virtually no business that is anti-green. The bandwagon is full up with sincere, and not so sincere, environmentally-friendly wannabe products. Be very mindful that we live in a deregulated business environment, where secrecy and laissez-faire rules. So, carefully choose your products, especially when purchasing food for your family.

The USDA Organic label continues to be relatively trustworthy. Organic fresh fruits and vegetables are the best bet for your table, rather than highly processed and prepared convenience food, even if it's organic. But be aware of greenwashing.

Sheldon Rampton and John Stauber, authors of Toxic Sludge Is Good For You, define greenwashing as, "the unjustified appropriation of environmental virtue by a company, an industry, a government, a politician or even a non-government organization to create a pro-environmental image, sell a product or a policy, or to try and rehabilitate their standing with the public and decision-makers after being embroiled in controversy." Yes, it's a complicated and confusing marketplace and many greenwashing PR firms and businesses selling products want you to remain confused. As George Orwell said in an essay on politics and the English language, "The great enemy of clear language is insincerity." Greenwashing is an attempt to obliterate awareness of environmental pollution by polluting language and thought itself in an attempt to stop people from thinking clearly about the issues they face. For instance, the Greening Earth Society, a project of the Western Fuels Association, claims that greenhouse gas emissions are a good thing because they will lead to greater plant growth and a greener environment.

On a more positive note, Earth Dinners (served on Earth Day) are something we can all do locally to promote healthy eating. Earth Dinners started up in 2004 by Organic Valley, the nation's largest organic farmers' cooperative. Earth Dinners are held at homes, community halls, restaurants and special event locations. The main ingredient: a local and organic menu, and conversation around where the food was produced and the way it tastes and personal stories. "Many Americans today are detached from what they eat and the tremendous impact of their food choices. Earth Dinners are a perfect way to bridge that gap, a time to slow down and reflect on each aspect of the food being servedÑhow and where it was produced, the way it tastes and the stories behind it. It's exciting to see more people than ever before embracing this movement," said Theresa Marquez, Earth Dinner founder and chief marketing executive for Organic Valley. Interested? Visit the planning web site at: www.earthdinner.org

And finally, organizing Earth Dinners locally is important, but don't stop writing to your congress in Florida and Washington concerning factory farming and genetic modification of crops. Agribusiness has a well-financed lobbying machine. Local action only will not bring change to North America's massive addiction to fertilizer, fructose, and GMO fruits and vegetables.

All facts came from the Organic Consumers Association and Corporate Social Responsibility web sites: www.organicconsumers.org/ and www.csrwire.com/