It’s a Tasty World
I envy the Extreme Green who, in stereotype, is the happy treehugger who would lay down for her cause, has been committed to saving the environment long before it was trendy and can comfortably glorify seitan and other vegan delights. These are the people who deserve credit for their dedication and for making us all aware, and there’s an appeal for me in being that pure, that simple and that full of conviction. But I also know that’s not really who I am and it’s not who most of us are.
The New Green person, though, is one to whom I can more comfortably relate and aspire to be. She (or he) recognizes that her behavior affects the environment and she wants to be part of the solution, but does so without sacrificing the things that make her happy and keep her sane. This is the approach, I think, that will ultimately drive innovation around green and allow us to find earth-friendly solutions that can be more easily integrated into and accepted by society.
A new client of ours, Tastybaby, is the perfect example. Co-founders Liane Weintraub and Shannan Swanson are absolutely dedicated to making their frozen organic baby food and lifestyle brand environmentally friendly. They spent months developing and testing biodegradable containers for their baby food before determining that the technology was just not there yet to keep the food safe. So they opted for recyclable plastic containers and continue the quest for a biodegradable answer. Liane calls the day they switched to the recyclable plastic “the darkest day of the company,” but I have no doubt their determination will be a catalyst for a solution in the near future.
You’ll see this for yourself when you check out www.tastybaby.com, but one of the other cool things about the company is the unique take on healthy and balanced living. Because they are almost interchangeable, I can use the same words to describe both Liane and Shannan and Tastybaby the company: intelligent, captivating, dedicated and balanced. If they have their way, and I think they will, we will be living in a Tasty World.
