Keith Rockmael

They say that a picture is worth a thousand words but, of course, I’m not going to dedicate 1000 words or even 500 to this picture. My green friend and I spotted this billboard in a not exactly obvious place in the Soma district of San Francisco but we figured that PETA didn’t have or want to spend the big bucks on a billboard right next to the 101 freeway. Still the billboard, for those eyeballs who it, makes its point.

We figured that with all the talk about food and food sources (see the stirring documentary Food, Inc. or read The Omnivore’s Dilemma or Fast Food Nation) that people can make their own decision about where their McNuggets come from and if they want to munch on them.

PETA often creates outrageous ads and they definitely like to stir the pot. Their ads, seen or not, often start a dialogue which we like. Dialogue about our fast food nation – we’re loving it.

No matter who attends the BSR conference, we always seem to find a balance between the people who legitimately wish to improve sustainability, not just for their company but the planet, and those who set out to further their profits by subtle or blatant greenwashing.

During the Thursday morning breakfast, Zhang Yue, chairman and CEO of China-based Broad Air Conditioning woke the crowd up as he spoke through an interpreter. A few minutes before that, I found myself asking a colleague “Who is this guy?” After 10 minutes, I changed my mind. More people should listen to this guy. True, I haven’t done due diligence on his company but if his company does half the things that he says they do then I’m on board. Yue created China’s first “non-electric chiller” and insists on showing consumers how triple paned windows will reduce their need to use air conditioners. Consider that their business revolves around making air conditioners.

Even the fact that his sustainable company philosophy has dropped his income from the top five richest people in China to the top 500 doesn’t bother him. He’d rather save the planet and make slightly less. Although he became the first CEO to fly regularly on a private corporate jet, he soon realized how detrimental his private jet trips were on the environment, so he changed his corporate jet policy to use it only in special situations and now he normally flies commercial. Maybe the Big 3 (or is it Big 2?) CEOs can get a clue.

The conference not only offers big speeches but interactivity as well. One Thursday morning session tackled the topic of Sustainability of a Budget: Sharing Cost (and Risk) through Government Partnerships and included a diverse panel including Shari Berenbach of Calvert Social Investment Foundation, Sanjay Raman of Howcast Media and Michael de Soyza of Dialog Telekom. After some eye-opening discussion about how PPPs can combine with private companies can increase their impact on social and environmental issues, the attendees broke into groups. We then brainstormed in breakout groups (our group contained people from Visa, ESPN, USAid) about how to create a partnership with various issues and tasks. It’s surprising how many dynamic ideas can be created in 15 minutes.

Ah, it feels good to have the BSR conference back in San Francisco. Even though the economy has gone to hell, it is good see that probably close to 1000 attendees hit the conference so the sour economy has not killed the whole notion of notion of sustainability and companies.

Good start -- as we walked in and registered the staff handed me a recyclable, biodegradable, compostable lanyard.

The theme for this year’s conference - Sustainability in a Reset World

After admiring our lanyards and breakfast we jumped into packed conversation with Pamela Passman of Microsoft. Of course we considered today’s launch of Windows 7.

The discussion centered on the sustainability of Microsoft. Now, most people will admit that the technology business isn’t the least sustainable or “dirtiest” business. But that doesn't mean that they don't press a heavy carbon footprint. Passman discussed that companies need software to track their own carbon footprint.Microsoft may have many ideas for other comanies but they need to look in the mirror as well.

She admitted the two most pressing issues that Microsoft needs to improve in so far as reducing their carbon footprint that includes:

1- Traveling (lots of it)

2 – Data centers --- The data centers continue to be electric and water intensive.
Microsoft claims to be attempting reduce the footprint of these data centers.

Besides environmental sustainability the talk shifted to information and human rights. Besides the separate Gates Foundation, Microsoft creates technological literacy for various NGOs and donates much money to various create technological literacy for people who don’t have educational/technological access. However, when discussing human rights and technology Pressman seemed to get a little defensive when discussing China, privacy issues, and human rights in other counties where the masses often don’t get access to certain technology.

Like so much of the conference, often we need to read between the lines to determine who or what companies enact true sustainability controls or who just spin fancy greenwashing, or maybe a combination.

As an onslaught of crowds hit Golden Gate Park for Pearljam and other notable bands last week, I, along with other Green minions checked out the Ouside Lands Green scene just as West Indian Girl hit one of the numerous stages.

Don't say that we didn't warn you but those who are short on cash should consider the Global Inheritance sponsored recycle booth in the Eco Lands section. They offered a similar booth last year but not many people seemed aware of it. The deal here is that anyone who wants nifty Outside Lands shirt (for free) just needs to bring 75 empty cans or bottles to the booth. For 250 bottles you can snag a pair of Loomstate organic jeans and 150 gets a recycled record vinyl clock. Those not as inspired can get some Fuel TV sunscreen (and boy is sunscreen mandatory today) for just eight bottles.

On the food front, we like the local and/or organic slant on food. The chow lineup includes local faves like El Huarache Loco, Eos Wine Bar, Fated Calf, Hog Island Oyster Co among some of the tasty local purveyors. They even offer fresh organic fruit from local farmers markets. Think anyone will miss the fried corn dogs and dried out, mass market chicken sandwiches? We think not.

The Refillable Water Program marked the most curious thing (so far) that we spotted. Simple enough that people can refill their reusable water containers for $1 with water sourced from the large five gallon bottles. Yes, we people could just go to the park fountains and get the good old Hetch Hechy H20 but no biggie. The curious thing is that at the same booth they sell plastic bottles of Sprite and Coke. We understand that everyone has to make a buck but if you're trying to make a point then make it. Don't go half way.

More Green and Sustainable action from Outside Lands to come.