SENTIENT TIMES June/July 2003

Sustainable Businesses Combine Ideals and Vision

By Debi Smith

“We should be evolving into a new age of business with a worldview that maintains one simple proposition—that all of nature: humans, animals, earth, are interconnected and interdependent.” - Anita Roddick

I had the pleasure of hearing Julia Butterfly Hill speak earlier this year at the annual Forest Conference in Ashland, Oregon, and since then something she said has been reverberating through my mind. Her words have echoed while I walked in peace marches, gathered with other community members trying to organize anti-war/pro-peace events, personally contem-plated the effectiveness of citizens exercising their legal right to burn the flag, and now, whilst contemplating writing an article on businesses with vision. In speaking about the commonly held goals within the environmental, social justice, and peace communities, Julia suggested that, rather than trying to force and argue people into our way of thinking, we might be more effective if we could instead show people what our vision looks like. Demonstrating the beauty, joy, effectiveness, sustainability, justness, and often even the profitability of our ideals and vision.

I’d be remiss, however, if I didn’t first admit to my ongoing personal debate regarding the efficacy of radical activism vs. demonstrating positive vision, and, in this case, how either approach might affect our habits as consumers. There’s the self that claims very radical action and extreme change are absolutely necessary if we are to have any hope of halting our careening trajectory towards humanity’s self imposed annihilation—such radicalism would preclude me from, among other things, showcasing any business that sells us more than we need for survival. Then, there’s the more calm and hopeful self who prefers forging bridges of understanding and, instead of demonstrating against what I perceive as negative, being and focusing on what I perceive as positive.

According to The Natural Step—a program of scientifically based and proven guiding principles for living and doing business sustainably, which is now taking hold in many countries and businesses around the world—sustainability is about “creating new ways to live and prosper while ensuring an equitable, healthy future for all people and the planet.” Karl-Henrik Robert, M.D., Ph.D., one of Sweden’s leading cancer researchers and the individual who gave birth to The Natural Step, says, “What the earth needs most is a variety of useful models—model homes, buildings, companies, communities, and countries, all demonstrating how to make the transition from linear to cyclical processes. Positive examples are an extremely powerful force for change, and it takes only a small proportion of a population—perhaps as little as 15%—to stimulate dramatic improvements. With the right leadership, Berlin Walls can fall, and bleached paper products can be replaced by less harmful alternatives.”

So, in the course of my deliberations, I’ve come to the conclusion that maybe what Julia suggests could be the most effective way. And perhaps this also means borrowing the most powerful tool of persuasion ever used in the history of humankind. Marketing. We must market our vision. Radically suggesting that we in America should start living like the three billion of earth’s inhabitants who live on less than two dollars a day, or the 1 billion without access to safe water, or the 3 billion without access to adequate sanitation, is obviously an action that would appeal to relatively very few of us. However, imagine the potential for massive change as more and more of us—individuals, businesses, schools, com-munities—come to a better understanding of what living sustainably means, looks, and feels like, and become inspired to make a greater commitment to it, because it looks like a good and fun thing to do?

Southern Oregon is blessed with an unusual abundance of creative, progressive, and mindful businesses. Visionaries who are committed, in various ways, to operating with an eye towards sustainability, social consciousness, ecological awareness and who are deeply committed to seeing business not as outside, but as part of, nature’s cycle.
What follows is a glimpse into three of these businesses, and the visionaries behind them.

Phoenix Organic Garden & Farm Center

The first thing you might notice upon entering Phoenix Organics is the striking absence of noxious fumes and smells that usually emanate from the fertilizer and pesticide departments of more traditional home and garden centers. But this is no ordinary home and garden center—and it’s only the beginning of many positive things that you’ll notice.

Phoenix Organics is the visionary creation of Steven Jaramillo (affectionately called Israel by those who know him) and Abraham Harris. Not just a home and garden store—Abraham says that the retail portion of Phoenix Organics is “just the lobby”—the main focus and vision for the space, which includes four and a half acres with a creek running through it, is about much more than selling goods to the public. It’s about educating. About demonstrating the passionate belief that the earth will give us everything we need, wherever we are, to lead healthy, abundant, and joyful lives if we but approach it with reverence, respect, and a touch of childlike wonder.

Steven is full of youthful exuberance, as he shares his vision and personal story over a three-hour coffee at Caffé Café, a new business in Talent he wants to support. We’d first met the week before when he took me on a tour of the storefront and grounds of the business. I tried to keep up with him as he excitedly took me out to see the large variety of edible medicinals and landscaping plants on hand, stopping long enough to try a delicious berry from the Chilean Wintergreen Pink Snowdrop, his eight year old son Elijah’s favorite. Then we walked, well he walked and I ran to keep up, around back to see where a long unkempt mess of brambles is being turned into a learning center meant to draw people and speakers in from around the world. When complete, there will be yurts serving as classrooms, demonstration gardens, a pond, the rehabilitated creek, and an outdoor eating area where food raised on the property will be shared with workshop attendees. This area will become the hub of their Eco Living Center, scheduled to open in the Fall. It is here they will host workshops on permaculture, biodiversity, economic sustainability, and everything healthy in between.

Today at the coffee shop, Steven overwhelms me with his knowledge, energy, determination, and commitment. He was born in Columbia, then moved at an early age to New York, where he grew up in the ghetto surrounded by poverty and crack. As an adolescent he found himself suffering from a bad case of acne and was put on a regimen of pharmaceuticals. The drug treatment was dismally unsuccessful. Then a book—the classic, Back to Eden, by Jethro Kloss—fell into his hands, changing his life. “I started reading it when I was 12. In my family we were meat eaters. You know … a meat, potato, maybe some canned or frozen vegetables. I never drank water. Lots of sugary drinks and snack foods … when we could get them. But then I read this book and it hit me—my face was a sign of poor health. So I started drinking water. Everywhere I went I walked with a jug of water. Later in life I’d run into someone and they’d say, ‘hey, I remember you, you’re the one with the water.’ Guess what? Food is what heals you. Food is your medicine. I became a vegan. Strict vegan. Anal vegan. Very radical. My acne disappeared.”

Well, Israel (I feel I know him well enough to call him that now) isn’t quite as radical nowadays. He’s learned that you can’t just go into people’s kitchens and throw out everything you disagree with (which he used to do). Now he believes that people need less talk and more examples. But he’s not afraid, I notice, to say exactly what he feels, and I find myself nodding affirmatively and taking furious notes for the next two hours. He has questions. He wants to know how people come to value things. Why do some people seem to value their car or quality of sheets more than the food their body gets? Why do many affluent people seem to suffer from so many health problems?

Israel then asks me, “Why do you want to spray chemicals on the earth? It’s your food. Why use things that kill the soil and the worms—you’re trying to grow food there.” He shares his thoughts about a recent trip to the 2003 Eco-Farm Conference, held annually in Monterey for the past 24 years. While there, he saw a documentary about babies in Mexico being born without arms and legs because of pesticides. He learned that there is a “dead” zone of some 7,000 square miles now in the Gulf of Mexico. Scientists say it’s because of the estimated million tons of nitrogen, combined with municipal sewage, draining from 40 states via the Mississippi river into the Gulf, which then triggers a bloom of algae that deprives the water of oxygen. “Life isn’t based—can’t live—in this toxic soup,” declares Israel passionately. Anyone who’s ever raised fish in a tank knows the importance of keeping their water and diet pure and stable. They can’t survive on Twinkies and Doritos. They can’t swim, for very long, in Diazinon or Ortho Weed B Gone. We’re supposed to be the intelligent ones on the food chain, yet we seem to be unable to grasp the fact that we are systematically maiming and killing off our own species. Reams of scientific research are available linking pesticide usage—from flea collars to agricultural applications—to much higher incidences of cancer, especially in children. According to a 1999 EPA study, Americans spread an estimated 1 billion pounds of pesticides every year on their lawns alone. A website dedicated to improving New Jersey’s environment states “Pesticides were not originally developed for lawn use. Many of them were developed during WWII as weapons of war. Most pesticides are either nerve gases (organic phosphorus compounds) or defoliants (endocrine-system disrupters) …”

Lest we forget our intention to provide positive examples, Israel excitedly shares some hopeful news. He tells me about the new President of Brazil and his commitment to organic agriculture and his determination to stave off the lobbying of U.S. companies, like Monsanto, who want them to accept Genetically Modified seeds. He talks about the progressive policies of New Zealand and their efforts to be an example of health and sustainability, and about the community farming projects going on, out of necessity, in Korea and Africa. Coincidentally, following my interview with Israel, I came home to an email from the Klamath-Siskiyou Wildlands Center, inviting the public to a viewing of The Greening of Cuba, an inspiring film that profiles Cuban farmers and scientists who are working to reinvent a sustainable agriculture, born out of necessity when trade relations with the socialist bloc collapsed in 1990. Prior to the collapse, Cuba had the most industrialized agriculture in Latin America. However, after losing 80% of its pesticide and fertilizer imports, they began the largest conversion to organic agriculture ever attempted, with amazingly positive results.

Israel returns to telling me more about the vision for Phoenix Organics. His brother-in-law, who currently produces prime-time commercials in Los Angeles, has recently been inspired to move to Southern Oregon and adopt a healthier and simpler lifestyle. Subsequently, the vision for educating and demonstrating the meaning of living sustainably includes producing prime-time educational commercials, “slipped right in there between The Simpsons and 20/20,” laughs Israel. And in line with the mission to be an Eco-Living Center, Israel’s brother will come on board as an eco-builder/contractor and his sister-in-law will offer organic landscaping services. Also joining the staff is Dr. Ajit Nehra, who recently graduated from the top agricultural college in India. Ajit became acquainted with Israel at the Eco-Farm Conference and after learning about the vision behind Phoenix Organics, decided to come to Oregon with his family instead of taking a previously arranged position in Brazil. Ajit, with his Ph.D. in agriculture, and commitment to organic and sustainable methods, is enthusiastically available for consultation.

Abraham and Israel believe our choices and actions, small and large, do affect great change. And they passionately believe in doing the right thing, regardless of profit margins. “We don’t say here’s the Round-Up and here’s Safer. We only offer healthy choices,” says Abraham, adding, “our whole thing is spiritual—it’s a lifestyle.” Israel says he sees people that believe it’s all about having a diversified portfolio as opposed to having a diversified garden. And then he exclaims, “I’m the rich one. I’m loaded. I’ve got stock—plant stock. And seeds. In a society that’s become too dependent on others, we’re here to give you that push to become more sustainable by showing you how easy and rewarding it can be and to give you knowledge, inspiration, and help.”

So whether you’re looking for a shade loving edible medicinal, healthy pet food, pond supplies, a solar powered tractor or electric lawn mower, environment friendly bug repellents, bio-diesel for your car, paint for the kitchen, creative and non-toxic flooring for your child’s bedroom, or are just bored on a Sunday afternoon … please know that the good people of Phoenix Organics will help you find what you need from their very extensive selection of healthy alternatives, or will simply engage you in an exciting and inspirational conversation! They are located at 4543 South Pacific Highway, Phoenix, Oregon, and online at www.phoenixorganics.com.

Cozmic Pizza, Off the Grid Waffles & Jazbo’s

Two more businesses and visionaries, committed to this worldview of inter-connectedness and to preserving rather than destroying the planet, can be found in the beautiful “A” Street Marketplace, located in Ashland’s historic Railroad District. Joel Thomas is the inspired proprietor of Cozmic Pizza and Jason Gallagher is the energetic and focused creator of Off the Grid Waffles and its nighttime incarnation, Jazbo’s. Joel and Jason exhibit a determined commitment to being creative, sustainable, and to making the least amount of negative environmental impact as possible—whether in their use of alternative and sustainable energies, buying organic and locally procured food, or by generating less waste.

Joel opened his first Cozmic Pizza in Eugene five years ago, going from studying physics to tossing dough. Being highly committed to organic farming and foods in his personal life, Joel brought this ethos into his business. “Our attitude is that organic foods are delicious and more healthy. And this isn’t a gimmick. It’s not just organic salads, or organic tomatoes. Everything we make is organic, the wheat we grind daily, the sauces, etc. Occasionally we must use non-organic products, such as artichoke hearts, but as much as possible, we are organic. I wanted to prove that running a business this way will work,” Joel explains.

From the beginning, Joel was also committed to considering the impact take-out food has on the environment. He says, “The single biggest problem for me with take-out is the packaging and the fuel used in delivery. I knew if I couldn’t do it right, I didn’t want to do it.” So Joel, who is a bit of a tinkerer, designed a bike with a thermal pack, which enables them to deliver approximately 1/3 of their pizzas using only human power. Even more interesting is the product he’s designed, with a patent pending, which negates the need for a cardboard pizza box. These are things that are profitable for the earth and the business. Some progressive ideals save money, or force people into being more creative—which can lead to more profits—and some, like a commitment to organic ingredients can currently be more costly. “There are ways we could make more money. There are definitely some financial sacrifices in doing business this way. But it’s my right livelihood,” said Joel. And in addition to the fulfillment that comes from doing what he feels is right, Joel says the rewards are the people. “We do a lot of alternative diet stuff at Cozmic, like wheat free crusts. People are eating pizza for the first time in 20 years!”

When asked what the response is to his way of doing business, he shares that a significant proportion of his business is from a clientele that supports the ideals and philosophy behind it “… and because they love my pizza,” he adds.

Joel points to Masanobu Fukuoka’s One Straw Revolution as having been an influence in his business decisions. “He’s the father of permaculture. But it’s deeper than that. It’s about how you treat the whole environment you live in.” Joel continues, “I’m not trying to tell anybody what to do. I’m just being true to my own self. I don’t want to be political with my business. Sometimes people will come in and ask for a Coke and say, ‘what are you trying to do to me?’ I’m not trying to do anything to them. They’re welcome to go next door for a Coke, but I don’t believe in that product, so why should I sell it?”
Walking through the “A” Street Marketplace is somewhat reminiscent of a walk through a quaint European village. It is into the spirit of village square community and ambience that people are being invited to experience and enjoy a wide variety of entertainment and inspiration. “This space is intended to be used by the community. It is our Common Area. It’s a great thing to be a part of,” Joel says when speaking of the new focus for the atrium area between several of the establishments, where you might encounter anything from poetry readings to belly dancing.

Jason Gallagher, of Off the Grid Waffles, is the visionary behind this Common Area, and he has exhibited a deeply rooted commitment to doing business in a creative, healthy, and sustainable way. To quote from the Off the Grid mission statement, “…we realize that human beings need real nourishment. Our mission is to make it organic and amazingly delicious, at affordable prices. Our food is free from toxins, genetic manipulation, and our meats are free range. We are utilizing the sun’s power to provide energy to our solar assisted kitchen …” This commitment carries over into Jazbo’s, the newly opened nighttime venue, which shares Off the Grid’s kitchen and dining space, and is an integral part of Jason’s vision to bring community together in creative ways.

Jason comes from, what he terms, “your average, East Coast, Irish/Italian family.” I find myself quietly musing on what it might mean to be your “average” Irish/Italian. “Our entire family lived very close,” he continues. “In a lot of ways it was wonderful. We lived without much money, but there was always lots of love and fun.” Jason talks about his spiritually oriented mother. She wanted he and his sister to have the best opportunity for a healthy life, so she moved them out to Washington State when Jason was nine years old. He watched his mother turn a spare room of the house they were living in into a space in which she hosted study groups—discussing everything from physics to astrology. “This really influenced my life,” Jason says. Sadly, Jason’s mother Marlene died two years ago from cancer. A cancer that was the result of the experimental drug, DES. Jason tearfully describes how difficult it was to watch his mother die of a disease caused by a drug. DES was prescribed in this country from the 1940s through the 1960s to prevent miscarriages. Mothers who took the drug remained healthy, but years later, daughters of women who had taken DES often suffer rare vaginal cancers and uterine deformities. This tragic event in Jason’s life has become a powerful motivating factor. “I don’t want to poison people,” he says. “Pesticides and pharmaceuticals can kill people.”

A less tragic motivating force comes from Jason’s experience living on an organic farm with 32 other people. While it was a good learning experience in many ways, Jason admits that it expanded his ideas of what community and activism mean. “It’s not about being extremist and living in an eco-village,” he says. “It’s about bringing it right into town and making it so much fun that people don’t realize they’re being healed and taking part in saving the planet.” He doesn’t want to preach to the choir either and says that the Ashland “organic crowd” isn’t even necessarily his biggest clientele. “What I’ve done is create a restaurant that I love and want to eat at.” People, no matter where their ideologies lie, are appreciating Jason’s efforts, and are observing first hand the trend towards more sustainable, holistic, creative, and nourishing businesses.

Jason believes that there is power within the mediums of music, poetry, movies, dance, and in nourishing, healthy food. And he envisions others looking to this community and region as an inspiring example of how the world can be more equitably, joyfully, creatively, prosperously, and sustainably shared.

I hope others find as much inspiration in these glimpses as I have. Considering the conflicted feelings I had at the outset of this article, imagine my surprise, when Israel, Joel, and Jason, all without any prompting, told me about their experiences and thoughts regarding being radical and extremist, and that they’d come to the conclusion that the best way to make a difference in the world is to provide positive examples. I do think we need a certain amount of radical thinking and activism, but I also believe we need to build bridges so that people have an easier way to cross the wide divide between old and new ideologies. Ultimately, my hope lies within something writer and ecological activist Guy Dauncey intimated, “Taken together, our efforts are like drops of dew that slowly accumulate in the soul of the world, hastening the day when the entire Earth, with all its peoples and creatures, will enjoy harmony and fulfillment.”

Debi Smith is a writer who lives in Ashland, Oregon.

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