Elemental Impact: a business approach to sustainability

In conjunction with the Fourth Annual National Zero Waste Conference - The Stars of Zero Waste -  hosted in Los Angeles, ecotopiaU media interviewed a series of the Zero Waste Stars presenting at the conference. For an overview of the excellent U.S. Zero Waste Business Council (USZWBC) conference, visit the ZWA Blog article, Business NOT as Usual: fine-tuning the zero waste journey.

Holly @ USZWBC Conference
Photo courtesy of Scott Lutocka

Elemental Impact (Ei) Founder Holly Elmore was included in the interview series hosted by Michelle McGinnis of ecotopiaU media. USZWBC Business Advisory Council Member Tom Wright of Sustainable Bizness Practices co-hosted the interviews with Michelle. In her thirteen-minute filmed interview, Holly covered Ei's zero waste origins, major strides at Hartsfield-Jackson Atlanta International Airport (ATL) and current initiatives within the Ei Recycling Refinement platform.

When asked about her background, Holly emphasized her strong business acumen was grounded in early career years as an Arthur Andersen auditor, followed by Controller, Southeast Region for Trammell Crow Company. 

A national non-profit, Ei maintains a business focus when developing new programs. Whether improving the bottom-line, meeting customer demands, serving as media | public relation opportunities or increasing employee morale, Ei initiatives make good, solid business sense.

In 2009 the Zero Waste Zones (ZWZ) were launched in response to Atlanta losing a convention as the client perceived another city "greener." Thus, the ZWZ were grounded in strengthening Atlanta's economic vitality. Via the ZWZ, Atlanta took a leadership role as THE forerunner in the commercial collection of food waste for compost.

When the National Restaurant Association purchased the ZWZ in late 2012, Ei shifted focus from zero waste to Recycling Refinement (RR), moving beyond landfill diversion. Recycling Integrity - maintaining maximum material value, minimal energy expended - is the premise for RR initiatives.

Sign @ SFCI Vendor Fair
for ATL concessionaires

While the ZWZ focused on "easy wins" via back-of-the-house food waste collection for compost, the Sustainable Food Court Initiative (SFCI) moved into challenging front-of-the-house collection. With perfect timing, the SFCI - ATL Pilot launched in unison with the 2011 new airport concessionaire contract RFP - request for proposal. 

As documented in the ZWA Blog article, Atlanta Airport Makes a Bold Sustainable Statement, ATL Director of Asset Management & Sustainability Michael Cheyne spearheaded the following concessionaire contract provision:

“Concessionaire shall use compostable serviceware along with consumer facing packaging and source separate all food service wastes for direct transport to off airport composting facilities.”

The ATL contract provision has far-reaching implications and set new industry standards. Of the thirteen-minute interview, almost five minutes was dedicated to the ATL contract provision.

In the interview, Holly emphasized Ei supports contract provisions that require the teamwork necessary for zero waste success. At the conference Holly moderated the Zero Waste at Multi-Tenant Faculties panel. Ei General Council Greg Chafee of Thompson Hine closed the powerful panel with his Contract Provisions: A New Zero Waste Resource presentation.

The ZWA Blog article, Contract provisions require teamwork necessary for zero waste success, announces Ei's foray into educating on contract provisions with Greg taking the leadership role.

first SSMRT aluminum
bale at GWCC

Within the closing minutes, Holly gave an overview of the Source-Separated Materials Recycling Template (SSMRT) where Atlanta serves as the pilot city; the Georgia World Congress Center Authority - the GWCC (nation's fourth largest convention center), Georgia Dome (home of the Atlanta Falcons) and 20-acre Centennial Olympic Park - is the Lead Pioneer. 

Although national in scope, Ei often creates templates in Atlanta designed for replication across the country. Atlanta was a bright sustainability star during the interview.

In addition to Holly, the Michelle & Tom dynamic co-host duo interviewed Cradle to Cradle Products Innovation Institute President Bridgett Luther, USZWBC Board Member Gary Liss of Gary Liss & Associates, Eco-Cycle International Executive Director Eric Lombardi, University of Colorado Boulder Development Director, Recycling Jack DeBell and Elvis Nolasco of ABC's American Crime.

Ei initiatives - the Zero Waste Zones, Sustainable Food Court Initiative and the Source-Separated Materials Recycling Template - use a business approach to sustainability. Success is inevitable as Zero Waste Makes Good Business Sense!

To watch the interview, visit the ecotopiaU media Holly Elmore Interview @ USZWBC link.

ZWZ Garners Media Attention

From its February, 2009 launch, the Zero Waste Zones attracted strong national media attention, beginning with the CNN story, City Aims for Zero Waste, that graced CNN.com's homepage during Earth Week 2009.  

Later in 2009, the New York Times ran the front-page story, Nudging Waste From Less to None, featuring ZWZ Champion Steve Simon of Fifth Group Restaurants and Jon Johnston, U.S. EPA Region IV along with a paragraph dedicated to the ZWZ. More recently, Fortune.com featured Holly Elmore, ZWZ director and Elemental Impact founder, in her profile, trash to cash, within the six-part article six green leaders in red states.

L

Holly & Lauren @ The River's
recording studio

In perfect timing with the National Restaurant Association's deepened partnership commitment, the local Atlanta media recognizes the program with well-deserved accolades.  In August, Holly and the ZWZ are included in Atlanta Magazine's The  Innovation Index complementing their Groundbreakers lead article. The ZWA Blog post, ZWZ Listed in The Innovation Index, details of the honor and the post, NRA | ZWZ | Ei Partnership - Powerful!, is an overview of the NRA's June visit to meet Atlanta community and civic leaders.

On Sunday, August 12 FM 97.1 The River aired an interview with Holly and Lauren Dufort, Central Atlanta Progress director of sustainability, by host Johnathan Maloney about the ZWZ and the future of sustainability initiatives in the metro Atlanta area. 

Within the interview flow, the topics broke down into three categories:

In the beginning ... - the ZWZ history and its importance to Atlanta along with the platform built for future successful programs.

• development of ZWZ Criteria
• recruiting of Founding Participants
• major immediate national media
• explanation of zero waste definition, including brief discussion on the role of incineration and recycling integrity

Johnathan with Holly &
Lauren at end of the interview

Where we are now ... the ZWZ serves as a launch pad for taking the focus beyond foodservice and zero waste.

• plastic film recycling pilot ready to launch at Concord Mills, a Simon Property Group mall in Charlotte.
• recycling | waste cost centers moving to recycling profit centers
• Kimberly-Clark's search for a consistent #5 plastic post-consumer feedstock for manufacturing of recyclable industrial products
• introduction of Ei's three focus areas: Product Stewardship, Toxin-Free Environments and Zero Waste Initiatives

Where we are going ... beyond zero waste and how CAP & Ei are working with the City of Atlanta to achieve Mayor Kasim Reed's sustainability goals.

• CAP's role within the City of Atlanta's Power to Change campaign
• Atlanta's Better Buildings Challenge participation
• Atlanta Airport serves as the Sustainable Food Court Initiative airport pilot and the groundbreaking contract provision requiring foodservice operators to use compostable packaging.  The ZWA Blog post, Atlanta Airport Makes Bold Sustainable Statement, gives details of the provision.
• Closing remarks about what citizens may do to live a more sustainable life 

Thank you Jill Lerner of Jill Lerner Communications for arranging The River Current interview.

The powerful media accolades validate the importance of zero waste programs and how they are integral to well-balanced sustainability programs.  Intertwined within the various media commentary is collaboration among the government, non-profit and corporate sectors is integral to success.  

Zero waste practices are on the verge of mainstream adoption and the media is taking notice.