Green companies in spotlight

Successful businesses carve out their position in the marketplace by defining their competitive advantage, the thing that makes them different from their competitors and provides value to their customers. Can being environmentally friendly be your competitive advantage?

On July 27, Catawba County Government sponsored their first Green Vendor Exhibition at the Hickory Metro Trade Center to shine a spotlight on more than 40 vendors that specialize in providing recycled and environmentally friendly products and services. Green-marketing is growing, but have we reached the tipping point where green products and services are preferred over traditional, less environmentally friendly products? And can green-marketing effectively build customer demand?

Some of the companies at the exhibition differentiate themselves by strictly focusing on the eco-friendly aspect. Joe Fox, owner of Dirtball in Hickory, offers a line of athletic and casual apparel in recycled cotton and polyester made from recycled plastic soda bottles. “There are between six and seven recycled bottles in our T-shirts,” explains Fox, “and our Dirt Short has 25 bottles.” Fox has expanded Dirtball’s line to include hoodies, socks, hats, and outerwear, and he has succeeded in making the Dirtball brand a presence in the action sports community.

Greg Baer, president of Sunqest, has been making solar water heaters in Newton for more than 20 years. Baer is seeing an uptick in customer interest as the investment payback on solar has improved and as more consumers show an awareness in alternative energy. “Going from an electrical water heater to solar now has just a three-year payback,” says Baer, noting that significant state and federal tax credits exist to help defer the cost and installation of his product. Baer is seeing his business grow, as evidenced by a recent 42 solar panel installation at Appalachian State University.

But not all of the vendors at the exhibition focus strictly on the eco-friendly aspect of their products. Some combine cost savings with an eco-friendly story to make a compelling sales pitch. Mark and Emily Wickham are franchise owners of Cartridge World in Hickory where they refill and resell used ink cartridges and toners for computer printers. Not only does their service save plastic cartridges from landfills, they save their customers money. “Our products average 40 percent less than new cartridges,” says Mark Wickham. Cartridge World’s customers include individual consumers, as well as business and public organizations.

Conservation Windows also showcased an eco-friendly product with a cost-savings twist. Catherine Bell formed Conservation Windows in March, offering vinyl-framed windows that are superior in keeping heat from escaping which provide significant energy bill reductions. Just as importantly, the cost of her windows is generally less than many well known window brands. “It’s an educational process,” says Bell, “so I encourage our customers to get quotes from several suppliers. But our costs are very competitive, and we guarantee reductions in energy bills by 40 percent while providing windows with a lifetime warranty.”

Over 100 people attended the county-sponsored event. “The event was an educational tool to make county departments and other governmental agencies in the area aware of the green products and services available,” explains County Purchasing Manager Deborah Anderson. “It also provided vendors an opportunity to reach a large audience to market their business.” Time will tell if these and other green companies can keep their customers coming back for more.

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