Could you imagine having to grow your own food?

Industrial agriculture has, in the recent past, brought us wine and milk lakes and butter mountains. This industrial approach to agriculture is the main reason why the per capita food production continued to increase during the 1990s and early 2000s. Though there is concern that this upwards trend may now be declining.

The downside of industrial agriculture seems to be most often expressed in arguments for organic foods. What is very rarely mentioned, however, is that our ability to engage in industrial agriculture is primarily due to fossil fuels.The energy value of the apple that we buy in the store is about 60 kcals. The total energetic cost of producing that apple, is far higher. Energy was burned in the form of gasoline that drove the tractor, and in the production of the fertilizers.

I am an unabashed Public Radio junkie. All of my Sony Ericsson Walkman phones back to 2006, have not only had integrated flashlights but also functioned as transistor radios, allowing me to be permanently hooked up to CBC Radio 1, or to BBC and NPR Podcasts.

This week’s award-winning Age of Persuasion Episode is titled “It’s Not Easy Being Green: Green Marketing” and is one of my three essential Podcast episodes of 2011*.

Terry begins with Rachel Carson (that’s her bridge in Pittsburgh) and then traces the history of environmentally conscious consumerism, linking it to how marketers and advertisers have shaped their campaigns for sustainable, green goods. In  2007, 300,000 green trademarks were registered with patent offices, which is more than the number of trademarks and patents sought at the height of the dot.com boom.

The three main take-home messages are:

1. “Beginning with the publication of Silent Spring in 1962…

In the first six months of 2011, the time absolutely whizzed by. In fact, in the 5 years, since I took on the assignment of being Director of IRIS, time has accelerated ever more rapidly. I began my third 12-month sabbatical on July 1st 2011 – they happen every 7 years – but it was not until the end of July that I have finally cleared off the last of several administrative obligations. When I tell friends and family that I am on sabbatical, they generally look on with envy and quite a few sarcastic comments. This is not surprising, because not many careers have the built in idea of a sabbatical. BUT, just to give an idea of how hectic my life was in June, just before the sabbatical began: I squeezed in field work in Iceland and business meetings in Oxford University during  a 10-day family vacation to see aged relatives! Here’s some shots of grass collecting in Iceland!

Last week, here at the Institute for Research & Innovation in Sustainability (IRIS), we were very fortunate to be able to host a talk by Dr. Bob Willard and to launch his latest book, The Sustainability Champion’s Guidebook.  I enjoyed the talk very much because; this book succinctly explains the case for why a sustainable business is a smart business. What personally struck me was the fact that, being a Human Resources management student, I have been taught that change has to be top down in order for it to be effective. We learn in our course, that it is top management’s responsibility to create a vision and ensure that the whole organization shares that vision. Top management has to “walk the walk and talk the talk” to show commitment to any significant change. However, this perspective does not allow us to take into account of how change can be initiated at any level of the organization.

Dr. Johnson is often miscredited with first writing that good intentions pave the way to Hell. Having said that, I am very fond of making lists of goals and New Year’s resolutions. “Blog more frequently”, is usually on my list, but my attempts usually follow the pattern of starting a diet or exercise regime – they start strong and trail off.

BUT, I think I finally came up with a way to sustain a year of regular blogging.Tracy Tanentzap, our IRIS Research at York Undergraduate Student gave me one of my favourite Christmas gifts: a 2011 365-day calendar with advice on how to Go Green. My only issue with the calendar, is that the tips are very much at the Introductory Level. I am doing nearly all of them already (I looked ahead).

So, what better inducement to blog regularly, than to provide the GOING GREEN 101 tip for you, plus a suggestion for how to upgrade it to a GOING GREEN level 201, 301 or 401 tip.