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+ The Best Offense is a Good Defense: An interview with Paul Sparling from the Cincinnati Bengals

In The Greener Grasses continued effort to interview experts and connect people that are doing, and thinking interesting, progressive things we called upon a local authority in the health and wellness community, The Cincinnati Bengals’ Head Athletic Trainer, Paul Sparling.
For you health conscious people, Paul has timeless words of wisdom- and for you sports fans, it’s just cool to hear directly from a member of a professional club.


As you mention the title here is Bengals Athletic Trainer. It unfortunately is a misnomer, in the old days simply calling somebody an athletic trainer would suffice, but in this day an age the head athletic trainer for an NFL team does much more than just the standard injury care and prevention.


So to start, what made you go into Athletic Training?

I had an interest in going into athletic training back in high school when I was too small for football, too short for basketball, and too slow for track. So it kind of limited my options. I had a coach there who was great and he asked me if I would help him out as a manager, so I toted the clipboard and the stopwatches, but then at the end of the season he asked if I was interested in athletic training. I had no idea what athletic training was, or what it meant. He spent $10 and sent away for a home correspondence course from Cramer products, one of the original product manufacturers for athletic training supplies and I absolutely fell in love with it. With the concept of seeing injuries, trying to prevent them, treating them when they happen, everything from open wounds to sprained ankles to torn rotator cuffs and all the sort of thing and really enjoyed being involved in athletics without having to let any physical limitations get in the way of my participation. So I did that through high school, I was a nine-letter winner in high school all as an athletic trainer. And interestingly enough Don Brown who was a sports director up at one of the local television stations up in Dayton, Ohio where I went to High School, reminds me of this he was a junior when I was a senior in high school and he asked me what I was going to be when I grew up and I told him my goal was ultimately to become the head trainer for the Bengals. Little did I realize that I would end up putting my self on a path that would get me there.

Tell us about your educational background.
I worked as a student trainer and manager at Dayton Stebbins High School, where I went to school. Then I went to Wilmington College I received my undergraduate degree at Wilmington College of Ohio. It was a triple major of industrial education, health education, and athletic training, and then I ultimately received my master’s degree from The University of Cincinnati in health administration. The reason I chose Wilmington was two-fold. One because it was a smaller school, at that time you had to have a teaching degree in order to sit for the certification test, because essentially we are teachers, unfortunately I think the National Athletic Trainers Association has gotten away from that concept and quite honestly you can see a difference in students today than what you had 25 years ago because now they do not have to have that teaching degree. But the other reason I decided I wanted to go there is because I figured if there facilities were good enough for the Bengals to go there for training camp, it had to be good enough for me, and maybe I’d have a chance to meet the head athletic trainer, little did I realize that I would ultimately become the head trainer.



How did that happen?
It turned out the Bengals were looking for a laundry boy to do laundry during training camp and they in the past had always hired somebody from the student trainers. At the college there were three kids ahead of me by seniority that had the rights to be offered the position first, and they all turned it down and I jumped at the chance, and after about two weeks of doing it getting done 3 or 4 hours before the guys in the past used to, the equipment manager asked me to start helping him in the equipment room so I was fitting helmets and shoulder pads, changing cleats and that sort of thing and then Marv Pollins who was the long time trainer there with the team at the time said “When you’re done helping out in the equipment room, why don’t you come in here and help me out in the training room”, once he found out I was a student trainer. So the next thing I knew I was taping ankles and mixing Gatorade and cold whirlpools and making ice bags and stuff. They took me on a couple of road trips that year, I worked all the home games, and in the next year they let me hire a couple of high school kids to do the laundry, so I still oversaw that but was working as a student assistant trainer in the training room and just kinda fell into it, right place at the right time.

Has the Head Athletic Trainer role changed from when you first started out at Wilmington to where you are now?
It is a unique position. It’s changed it’s evolved a significant amount. Probably 25 years ago the head trainer would spend 70% of their time out in the training room actually administering treatments and such, and 30% of the time in the office. Unfortunately now it’s almost reverse. Now you spend 70% of your time in the office doing administrative duties, 30% of your time out in the training room actually treating, and fortunately we’ve got good assistants and student trainer interns that carry out the appropriate treatments. That’s the big change I’ve seen.

What is a typical week like for you during the season?

It’s 7-days a week, there is no such thing as a day off. You use the day after the game as the starting point, which is a Monday. You’re taking care of all the bumps and bruises that occurred from the day before, scheduling MRI’s or x-rays, or administering treatments, and whatever else needs to be done. Tuesday is a player off-day, but for players that are injured, they are required to come in and do treatments. And in addition to treating the athletes, we also give our best forecast for who’s going to be available during the week and who is likely gonna be not able to play on Sunday, because that obviously plays a great deal in the game planning. Wednesday is a full practice day; you’re here from 6:45 am until about 5: practice, treatments, and I’ve got doctor clinic here first thing in the morning to see if there is anything else that we missed earlier in the week. Thursday is the same way. Friday is a lightened, shortened version of that where you practice, but they are in shorts and helmets, there is no hitting on Fridays. Saturday is a walk-through and Sunday is the game, then you start the whole process over again.

What is a typical week like during the off-season?
During the off-season, years ago, about a week after the season was over you could turn off the lights and lock up the doors and then come back in March when the players started coming back. Nowadays there is no such thing as an off-season; we just call it the “non-playing season,” - affectionately. You’re taking care of all the guys that were injured during the year; you’re doing off-season surgeries and doing their re-habs. To prepare for free agency, injury evaluation physicals on the players you’re considering bringing in. You’ve got the NFL combine, which is held every February, where you are looking at the potential draft eligible players - doing physicals on them. And then you’ve got the draft, and then mini-camps and then you’ve got the OTA days, which are basically organized team activities – that’s a nice way of saying practices, and then you’re getting ready for training camp. So you don’t have that long lull, and it makes it a little bit more of a challenge. You do what you can to manage your own personal schedule.


Nowadays there is no such thing as an off-season; we just call it the “non-playing season,” - affectionately.


When did the off-season phase out like this?
This change occurred gradually, over about the last 10 years. The OTA’s changed, free agency became a big deal about 15 years ago, off-season conditioning has become more of a standard around the league, I mean years ago, when the players were not making the kind of money they are now, a lot of the teams had the philosophy, and Paul Brown certainly had it, that the players during their off-season need to be preparing for life after football. That football is considered a short-term occupation, and you better be preparing for that by doing internships and that sort of thing. Nowadays, with the minimum salaries being what they are, if you are fortunate enough to play for several years, you can really prepare yourself quite well financially, where you don’t have to do those kind of things during the off-season, and you can kind of pick and chose what you want to do. So that has definitely changed.

How has this change affected your role?
As the responsibilities have expanded, the administrative aspects of the head trainer’s position have expanded. It’s forced us to increase our staff, which has been good because it frees me up to do the other things I need to do.

How big is your staff?

In addition to myself I have two full time assistant trainers, and then I have a season-long full time fellow. It is a fellowship that we offer to a person who has already graduated, already has their license and is certified. They work with me during the season, and we try to help them at the end of the season get hooked on with another NFL team or into a college setting. We started that last year, and the guy that we had last year we got him a full time position with the Tennessee Titans. And then in addition to the fellow, I have four college student trainers from local colleges and they work with me during the season as well as during the off-season. And they are again full-time college students as well, so this is considered an internship for them. Many of them get college credit for it and it really gives them a head start in what their going to do and what they want to be when they grow up. I’ve got a list of student athletic trainer interns that have worked with me over the past 15 years and on that list there are physical therapists, there’s a physician, there are chiropractors, there are professional athletic trainers- you name it, we’ve seen our guys graduate and move onto other fields related to athletic training, and we’d like to think we’ve played a little role in where they’ve gone.

One of the things The Greener Grass looks at it is how to help consumers sort through all the information out there. How do you find out about methods and products that are relevant to your field and how can the average consumer learn from those methods to evaluate products and services for themselves?
The consumers that I have obviously are my athletes. And we do everything we can to provide up-to-date research on given techniques and given products. There tends to be a general perception that if the team is doing it there’s got to be a newer way to do it. There are gurus out there that get their hooks into these players and sell them on ideas that they’ve got a better mousetrap or they have this better supplement or they have this better exercise technique and what have you, and sometimes it can become a little overwhelming when you’re continually bombarded by it. We have found that most of the other stuff that’s out there isn’t tested, isn’t researched independently, doesn’t have a lot of scientific data to back-up their claims, it’s one fad after another. This year it will be this, next year it will be that and by and large, the things that are time tested, and have research behind them, are the things that are consistent, safe, and effective.

Supplements are a common product between professional athletes and average consumers, what are your thoughts?

If you’re looking for an answer in a bottle, you’re looking in the wrong place.


The problem with supplements is that they’re not regulated by the FDA. So as a result they do not have to adhere to the high standard of purity as well as demonstration of true effectiveness. And as a result you get a lot of guys bringing in supplements that say it’s going to do this or it’s going to do that and it only has this in it or it only has that in it. Often times those items have materials in them that are actually banned by the league, although they may not be listed on the list of ingredients, and that is the problem you run into. I call it the Wild Wild West – anybody can put anything in a bottle, and put on a label that it only has this in it, but it’ll do that for you, and there is absolutely no oversight, no restrictions, no regulation, so quite honestly our philosophy as a team, and mine as a parent is that there is no shortcut. If you’re looking for an answer in a bottle, you’re looking in the wrong place. The old standards of hard work and eating healthy still are the tried and true techniques that work. Nothing in a bottle is going to take somebody who is a marginal NFL player and turn them into a good NFL player, unless there is something illegal in it like steroids. There is just no shortcut to it.

How do you address this topic with your athletes?

Number one we provide educational opportunities to the athletes a couple times a year. I will meet with all the players in a team meeting and review the latest research on certain items and just kind of give them a general warning. The league has set-up a hotline so athletes can do it either themselves or bring it to me, a particular item that they are considering taking and the hotline people will go ahead and research what is listed in the ingredients and determine if there is anything banned on it. The unfortunate thing about it is they always throw the caveat (because these things are not regulated), it’s called “buyer beware” and the athlete is responsible for what they put in their body, and that’s the one disadvantage to it.

Tell us about your methodology when you rush onto the field to treat a player.

You try to get them as comfortable as you can, and then come up with a game plan on determining what approach you’re going to take to getting them off the field, are you going to send them in for x-ray? MRI? Do we have to use a stretcher? or can we walk them off? Do we use the cart? All of this has to be determined in a relatively short period of time. When you’ve been doing it for a couple of years like I have, it’s not that difficult.

You have to make sure somebody’s taking care of getting the crowd away from you, so you can make good decisions and sometimes you do have to ask players around what they saw, because more often then not somebody else saw it or heard it. A player may say “I felt like I got kicked” and somebody else will say, “no he didn’t get kicked he was out in the open”. The more information you have when you get there the better, and then it’s a step-by-step process.

#1 preventing them from hurting themselves anymore
#2 evaluating what you are dealing with
#3 putting together a game plan on how you’re going to address it.

And then get them off the field and keep the game going.

How is the relationship between the athletic trainers and officials?

The officials are great. They will never, ever pressure or push the medical people to move a player before they are ready. It’s a good understanding that we have. And we don’t tell them - well I take it back - sometimes we do tell them what to call when it comes to penalties if they’re missing them...but they don’t interfere with us so we are good with that.

Concussions are a common injury associated with football, how do you determine the severity of the athlete’s condition?
They’re not as common as you would think, it is fewer than a dozen a year per team.

It is a very specific examination that we do on the field. The old days it was how many fingers do I have up and who are we playing and what’s the score – there is a lot more to it now. We are looking for finite, cognitive function in terms of reaction, emotion, memory recall, things of that nature.

Before we allow them to return we utilize a local neuropsychologist who has provided baseline evaluations of each player, (which is basically a brain function test) and we don’t allow them to return to the field until that player has returned to their baseline. We routinely wait 48 hours after the player has suffered the injury before we do a retest to see if in fact they have returned to their normal brain function. If they haven’t, then we hold them in terms of any practice activities until we retest them and see that in fact they have returned to their normal function level. If they have any lingering symptoms such as a headache, dizziness, nausea, insomnia, then we will not only limit their practice, but actually limit their physical activity, restricting them from engaging in even cardiovascular workouts, because we want to keep the blood pressure down. Studies have shown that if they have lingering symptoms and they’re exercising, they actually pro-long those symptoms. So it is a well thought out approach. The league did a good job last year of reminding the coaches, trainers, and physicians of the importance of never allowing competitive decisions to affect medical care, and I’m proud to say that here that’s never been a problem.

Football players are big guys with famously big appetites. What efforts are made to support healthy weight gains and loss?

Yeah, we do have some big guys, they do have big appetites. We have a dietician who is on retainer who is a consultant but will work with our players, those who either request, or those that we direct to the dietician. We are able the ensure guys that are gaining weight or are losing weight are doing it in a healthy, and safe, and appropriate manner. We will also look at players’ family history, if they have family members that have suffered from coronary heart disease, heart attack, high blood pressure, high cholesterol; we assess that in when we are assessing the athlete. So in addition to not only treating football related injuries or illnesses we also treat and manage the non-football issues.

Fluid intake, to manage muscle cramps, is an age-old debate in fitness, what formula do you prescribe to your athletes? Strictly water, or sport drinks, or a combination of both?
We do an educational session at the start of training camp, talking about heat illnesses, and we include muscle cramps, heat exhaustion, and heat stroke. Most muscle cramps are related to dehydration although not all of them are. So sometimes it is a misnomer to tell people that all you need to do is to drink more fluids because that is not always correct, and also it’s not just a matter that you’re drinking it’s a matter of what you’re drinking.

The important thing is not just the fluid but what you have in it. Gatorade is the name brand that the league has endorsed and it’s endorsed for a number of reasons. One of which, their products are backed-up by science, it’s not just a beverage company that went into sports; it’s a sports company that went into beverages. Specifically designed for athletes and in our particular environment. We do know that in addition to fluids they also need sodium and potassium. I can remember when I was in high school, they were just at that time getting away from giving athletes salt tablets before they’d go out on the practice field, and the theory was that again it’d help prevent cramps, well actually they had part of it right, the sodium was true, they did need that, but they also discouraged water intake, which they needed as well. Gatorade corrected the concept, and we call it “it makes water work better”, yes it has a significant amount of water in it, but it also has potassium in it, and it also has sodium in it, and it also has sugars in it. If it’s not palatable, they won’t drink it. So we again, subscribe to using a significant amount of the sports beverage drinks, Gatorade in particular, water as well.

But again, there’s immediately an assumption if they guy’s cramping it’s because he’s not drinking enough. Often times there are other nutritional deficits that need to be addressed, or it can be a case where an athlete is taking a supplement that pre-disposes them to muscle cramping, and through education, we’re able to get them out of that cycle of putting themselves in a bad spot.

Throughout your initial injury evaluation and basic rehabilitation of athletes, and how your athletes follow your instructions, is there anything (a product or service) that would make it easier for everyone involved?
The easiest thing would be for people to get out of their head thinking that there’s a better mouse-trap, a better machine, or a better exercise, or a better drug, or a better whatever, to think that’s going to somehow shortcut biology – because it’s not there.

Everyone is looking for a short-cut or a magic elixir, or some super new machine that will cut your rehab time in half, accelerate your recovery – let me dispel all of that crap, because that’s what it is. The bottom line is, the body will heal if you let it. The most important thing that we do is to optimize the conditions for the body to heal itself. If we do that, the body will heal as fast as it is going to and no amount of medicine, exercise, different kind of electrical stimulation treatment, or other voodoo is going to change that. It’s not a glamorous thing to tell players, but it’s reality. Hopefully over time we’re able to educate these guys to understanding that there’s no magic, there’s no shortcut. It’s interesting to hear players say “Man, what are we doing using ice? Ice has been used for years, why do we still use it?” It’s real simple. It’s called, it works. The body hasn’t changed. The body’s reaction to hot, the body’s reaction to cold, it’s a physiological response that is consistent, it works, and that’s why we do it. And again, unfortunately it doesn’t have all the bells and whistles, it’s not glamorous, and it’s not fancy, and it’s not chic, if you will – but it’s effective.

The most important thing that we do is to optimize the conditions for the body to heal itself.


How do you address the fact that there is no shortcut to recovery?
The ideal thing is word of mouth. You get a couple of name athletes, veterans that have been around, that will take the younger guys under their wings. And that will help in some instances, but it’s a never-ending battle. There’s one manufacturer of a modality that actually called me and told me that what I needed to do was to get this machine, and put it on David Pollack’s neck while he was in a halo, and it would cut his rehab and recovery time in half. I mean it’s nonsense, the kid had a broken neck. Everybody’s looking for a quick fix, and part of it’s our environment we live in, look at what’s on television, look at what’s on the radio, look what’s in the magazines. It’s “take this pill, and you’ll lose all the weight you want, and you’ll look like this…Use this machine…Do this exercise…Take this supplement…and you can heal things in half the time.” That’s what they’re told, and ultimately that’s what they’re sold, and when you’ve got guys that have significant amounts of disposable income, I tell the players when they bring in some of the things that they bought I say you know what I’ll make you a deal, you give it back, and I’ll give you my machine for half the price, and it’ll be a shoe box wrapped up with foil with some wires coming out of it which will do just as much as what you bought. It’s a never-ending thing that we just continue to have to educate as best we can.

How does the NFL support the physical fitness and emotional wellness of players transitioning to life after professional football?
The league does not get enough credit for the programs that they offer for the athletes. Not only in terms of how to deal with life while they’re a professional athlete but also how to transition for when they are no longer a professional athlete, by encouraging them if they haven’t gotten their degree to get their degree, to provide internship opportunities during the off seasons- during the time they do have an off-season, to begin to think about what they want to be when they grow up – is kinda as I put it.

So it’s more of a league initiative than a team initiative?
Correct. Each team now has a player development coordinator, where one of their roles is to help the players deal with issues that come up, to help facilitate the managing of the educational opportunities, and they’re mandatory now – they didn’t use to be mandatory for the players to go through. We ourselves last season hired a psychological consultant to assist us as well. The idea is to have a well thought-out, well-rounded, multidisciplinary approach to help the athletes both on and off the field.
The idea is to have a well thought-out, well-rounded, multidisciplinary approach to help the athletes both on and off the field.


What can younger athletes (in all sports) do to make themselves more
 injury-free?
If you tell most coaches that the player needs rest – rest is a dirty four-letter word in some peoples’ minds. The way I see it, rest can also mean “Resume Exercise below the Soreness Threshold – r.e.s.t.”

Understand that any time that you are involved in a physical activity there’s risk of injury. It happens. Obviously eating properly is a benefit, proper conditioning, proper warm-up, proper cool-down, all of those sorts of things are appropriate. I think in some ways we’ve almost gone from one extreme to the other, and I don’t say the club here, I say society in general, in that I think in many instances, whether people want to believe it or not, there’s the risk and there’s some evidence of episodes of over-conditioning / over-training, that are actually making players, or anybody, more pre-disposed to suffering injury. The body can only endure so much. When you’re off-season gets shorter and shorter and shorter, the physical demands get greater and greater and greater. I think there has to be an awareness that there has to be a proper balance of ensuring that athletes have the opportunity to fully recover from the rigors of a season, before they start training for the rigors of the coming season. And that’s something that we are continually looking at, the strength and conditioning coaches continually are reviewing what they did last year, what they did the year before, looking at injury patterns with us in the medical staff and seeing if there are things that we can and need to do to perhaps offset the mind-set of more is better. More is better to a point. But there is such thing as too much. If you tell most coaches that the player needs rest – rest is a dirty four-letter word in some peoples’ minds. The way I see it, rest can also mean “Resume Exercise below the Soreness Threshold – r.e.s.t.” Which means, rest doesn’t need to mean that they’re laying on a couch watching T.V. and playing video games, it can often times mean that you simply just back down contact, or you don’t have as much running, you don’t have as much pounding.

The body can only endure so much.


It’s hard because so many of them have the mind-set, “I need to do more, more, more – I need to work harder, harder, harder” – I disagree, I think you need to work smarter, smarter, smarter. There’s a balancing act that you have to take into account. As I see it now, the way things have evolved it used to be that training camp was to get players into shape to play, that’s not true anymore. If you don’t come into shape in training camp – you’re gone. I think there is a tendency to over-train, and when you get to training camp if you have over-trained; you’re going to struggle getting through training camp. Not because you didn’t do enough, but because you did too much.

More is better to a point. But there is such thing as too much.


And finally, on a lighter note, if you added up all the rolls of tape you have applied to athletes, how 
many times would it circle the earth?
We use on average an excess of 50 miles of tape a season –that includes training camp and mini-camps. That’s a lot.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Cincinnati Eco-Garden

We spoke with Luke Ebner of the Over the Rhine Eco-Garden, in Cincinnati, OH, about running a small community oriented non-profit. The OTR Eco-Garden is a non profit that pays local teenagers to work on an urban farm. The teenagers learn how to plan, plant, harvest, and market their produce.

What is the Eco Garden?

The Eco-Garden was started under “Impact Over the Rhine” in 1998, with Eric Powlowski as the director. “Impact Over the Rhine” was an environmentally conscious non-profit in downtown Cincinnati. It consisted of a recycle crew, an art group, and the Eco-Garden. The Eco-Garden is a small organic farm in the middle of Over the Rhine. The farm is an urban youth market-garden, and is similar to programs in other cities. The idea is to train kids to plan, plant, harvest, and market organic fruits and vegetables.

How do you find the kids?

Under “Impact Over the Rhine” we had a good location at Findlay Market and we found a lot of kids through word of mouth. Now we operate under Memorial Incorporated and we visit schools, like the Rothenberg School, to recruit kids. We also put up fliers to find kids in places where they hang out. After we find the kids, we teach them the whole process of farming. We are at Findlay market during the growing season, from May-November.

How many kids and gardens?

Right now, we only use the garden in Over the Rhine. The kids are paid $6 an hour, as a stipend, so no taxes are taken out. Right now the kids work five hours a week, because we are saving our funds for the summer when they will work ten hours a week. In the middle of the summer we sometimes have more kids working even more hours. Our program would like to involve the opportunity for sponsoring a kid. Anyone who sponsors a kid would get a weekly share of produce.

Other than Memorial Inc., who else support you in the community?

Our main partner is the Civic Garden Center. They support us with adult volunteers and seeds. Right now we have to truck water to the Eco-Garden. The Civic Garden Center recently received a grant that will help us get a water source into our garden. Turner Farms is also one of our biggest supporters.

How has the Eco-Garden affected the local community?

Many of our kids get to take home vegetables, and a lot of the kids retain the knowledge about farming. They are very proud to be at the Findlay market stand doing consumer education about why people should buy local food.

One of the main things that we teach the kids is that their job is not only a paycheck, it is a skill. In the great depression, Victory Gardens kept people from starving, and as we enter times where food is becoming more and more expensive because of gas, they are going to have an option to know how to survive.

We also try to teach the kids that the food that they are getting (from the garden) is superior. We teach them about genetically modified foods and pesticides. We teach them that most food that they buy from the store is basically nutrient dead, because it has often been almost two weeks since it was picked. The nutrient levels go down the longer food is shipped. When we are selling food at Findlay market, we harvest it the day before.

In the great depression, Victory Gardens kept people from starving, and as we enter times where food is becoming more and more expensive because of gas, they are going to have an option to know how to survive.

What are some of the frustrations you have?

A frustration to me is lack of city support. Last year we had a meeting with the health commissioner. He was interested in our program. We wrote a grant proposal for youth funding and for another an adult supervisor; so I can focus on producing the food and get more help with managing the kids. We never heard back from them. We want the city to give us more support: sponsor us, brag about us, and maybe even expand our space.

My other frustration is that they are doing development around the garden, and the developers want a part of the garden for their own uses. I don’t want to stop development around the garden, but I would like to work with the developers. Maybe, they could convince their tenants to sponsor a kid. They could sponsor a kid for 15 dollars a week.

Great! Let's check out the Garden!

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ PartnerUp's Steve Nielsen

Sharing a common goal or interest is an essential element to communities. Struggling to grow his own small business, Steve Nielsen created PartnerUp to help fellow entrepreneurs network and communicate. We talked to Steve to learn more about how to get the most out of our social and professional networks.

Please tell our readers a little bit more about PartnerUp and how it works.


PartnerUp is the first online social network that focuses solely on bringing together and helping small business owners and entrepreneurs. We help entrepreneurs and small businesses find the co-founders, executives and board members they need to help make their business ventures a success. We help our members network with other entrepreneurs and small-business owners and find commercial real estate and small-business friendly service providers. And we also allow our members to ask for and offer up advice.

What inspired you to create this site?

I had an idea for a radio-frequency identification (RFID) company a few years ago. All I needed was to find the right electrical engineer to design and engineer the product. After I spent months exhausting my search for this person, I decided to scrap the whole idea. Some time later I found the man I had been looking for, but by that time it was too late. Then it occurred to me, "There has to be a better way for entrepreneurs to find the right business partners and co-founders." That is where the idea for PartnerUp came from.

The Greener Grass is studying communities. Have you seen shifts in how people collaborate and form relationships online?

Yes, dramatically. I think that the biggest shift has been from offline to online, and it's only going to continue to shift more and more toward online as time goes on. Offline networking doesn't allow you access to the people that you really need. Even if you are at a general networking event with more than 500 people, the chances of the exact right people being there and you stumbling across them are slim. This type of networking is non-targeted and requires a great deal of effort. The advantage of online, however, is that you can network with exactly the people you need, minus the clutter. So more and more people are opting for online networking because of its efficiency. The same principles apply to collaboration. There is a lot of noise and clutter with offline collaboration. Online collaboration allows you to focus in only the areas that you are concerned with.

What are the most important aspects to managing your social networking? Are there differences between managing a virtual group of people as opposed to a physical one?

Making yourself available to your members is first and foremost. You must be available to provide relevant advice to these people. You also must be available to be a facilitator and a gatekeeper for members of your network. Beyond that you also have to be willing to seek advice from people who have the experience you are looking for. You then, in turn, need to be willing to return the favor and offer advice of your own when asked for it.

Focus on quality over quantity. You don't have to network with everyone and his brother. If you do, you're going to end up with a ton of mediocre contacts that will become difficult to manage. Instead focus on those who have relevant experience to you.


There are huge differences between managing a virtual group versus a physical group. When your group is online, the effort you put into it is less, but the payoff is substantially higher because the effort is concentrated on the areas that are important to you. When your group is online, you can cut right to the chase.

Can you share any specific examples of partnerships created through PartnerUp?

Andy Wilson, a San Francisco entrepreneur and longtime Web developer, had an idea for a travel Web site but had no selling or marketing experience. He spent nine months searching for a partner to compensate for the skills he lacked. Then he heard about PartnerUp and posted on the site. A few weeks later he found the exact right person for the job. Today, they're developing a new web 2.0 travel site.

What advice would you give to someone trying to get the most out of their own social network?

Focus on quality over quantity. You don't have to network with everyone and his brother. If you do, you're going to end up with a ton of mediocre contacts that will become difficult to manage. Instead focus on those who have relevant experience to you. When you find those people, then you can take the time to foster those relationships.

Thanks, Steve.
To learn more, visit PartnerUp.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ A Conversation with Nau's Ian Yolles and Bob Speltz


If you're interested in design or sustainability,
Nau is probably at the top of your list of companies to admire. Since launching in 2007, they've challenged conventional business ideas with the goal to be both financially successful and socially responsible. How has their brand created such a clear vision and strong following? We spoke with Bob Speltz, Director of Community Partnership, and Ian Yolles, VP of Brand Communications, to learn more about Nau's success.

Beauty, performance, and sustainability are at the heart of Nau products. Why is it important to embrace all three of these elements?

Ian: One of the things that we’re very interested in at Nau is challenging conventional paradigms regarding how we think and behave in the world. The idea of beauty, performance, and sustainability as an integrated triumverate is a great example of that because historically the traditional view has been that if you set out to design a product combining those three attributes, you will end up with a compromised product. In other words, the conventional paradigm and assumption has been that those three ingredients from a design point of view are somehow mutually exclusive. Last week, I engaged students at the Fashion Institute of Design and Merchandising in Los Angeles. I began by asking a leading question, meaning a question with a pretty predictable answer. I asked, “When you think of green apparel, what images comes to mind?” They said things like Birkenstock, boring, colorless, hemp, scratchy. There is this traditional image in people’s minds that these three ideas cannot be blended together in a single product. Our view was that although that may have been historically true, it was no longer true. Given the evolution of technology and the appropriate amount of creativity and innovation, we could design products that blended all three of these ingredients. In fact, it was something we believed consumers would be interested in.

Is it important for businesses to be environmentally and socially responsible? How can they do that while still benefiting their bottom line?

Ian: It’s vitally important. Part our collective assertion is that not only does sustainability need to be at the forefront of our thinking, but in fact businesses have a much broader responsibility to the community than pursuit of profit. We feel strongly about that, and it’s reflected in all the decisions we’ve made, not only in terms of how we design our products but also how we’ve designed the entire company.

Our customers are confronted with questions. What kind of social change do they believe in? At point of purchase, they have to make a decision about a set of issues and an organization that they want Nau to support with 5% of that purchase.


What does authenticity mean to Nau? Your writing isn't afraid to admit imperfection- is it as simple as that, or is there more to it?

Ian: I think that’s part of it. Where and how you begin sets a certain trajectory and establishes a tone for everything that’s going to follow. I’m not advocating that there’s only one right place to begin, but what’s interesting is that in our case we chose to begin with a question – “who are we?” If you think about an authentic person, they have a sense of who they are, and their behavior in the world is congruent with that. That’s what authenticity is all about: congruency. People who think about the world of branding go straight to the externalities, things like the look of the logo and advertising. But authenticity is built from the inside out. Transparency is a part of it too. It adds to the authenticity to be able to say, “Here’s who we are, we’re not perfect.” There’s no such thing as perfection when it comes to a person or a brand. We also want to be as transparent as we can, particularly given the nature of the digital world where stories are told and can be spread quickly. There is also a persistence of memory in the digital world. Those forces mean that how you behave as a person and as a company is much more important than it used to be. It’s also clear that this path of sustainability we’re trying to pursue is an aspirational path. The decisions we have to make are inherently complex, there’s lots of ambiguity and a lot of tradeoffs. The world isn’t black and white in terms of these decisions. That’s why we launched the section of our website called “grey matters.” It purposely explores this very grey world. We’re trying to be as transparent as we can with the nature of the decisions we’ve made, why we’ve made them, recognizing that there have been a variety of tradeoffs along the way.

One of the things I really liked on the Nau site is the "grey matters" section. People seem to be realizing that these issues are extremely nuanced, not cut-and-dried. How have consumers responded to Nau's frank, honest discussion of these issues?


Ian: People find it incredibly refreshing that we are being not only transparent but educational. Grey Matters has helped educate our community and our customers on many of the issues that we face in trying to pursue a more sustainable way of doing business. It’s also invited further dialogue and conversation with our customers about some of the issues they’ve faced and the decisions we’ve made.

People find it incredibly refreshing that we are being not only transparent but educational.


The Greener Grass is studying communities. Tell us about your community partnerships and how they’re different from traditional philanthropy.

Bob: From the very beginning, we started with some challenging ideas about partnership. I would characterize our relationships as very dynamic. Coming from a background in traditional corporate philanthropy, for many companies, philanthropy can be reduced to cutting checks to dozens of organizations over the course of the year, and then moving on to other organizations and other issues. We wanted to blow that model up and think about it very differently. Instead of a short term focus, we take a long term approach. We work with partners for at least two years, ideally much longer. We believe to realize the benefit of partnerships, we need to come together to understand each other’s needs. Typically, corporations place heavy restrictions on the money that they invest in their partners, allowing them to spend those dollars on very narrowly focused needs. For real social change to happen, we need to lift those restrictions, trust our partners, and believe in them enough that they’ll invest those monies in the ways that best benefit the organization. We hear from our partners that these unrestricted dollars are the hardest to raise for them, so it’s a very powerful form of partnership. We also engage in modern day digital storytelling. When a customer comes into our website or one of our stores, there’s tremendous opportunity for interaction. Our customers are confronted with questions. What kind of social change do they believe in? What issues are out there affecting their community or the planet? At point of purchase, they have to make a decision about a set of issues and an organization that they want Nau to support with 5% of that purchase. It’s disruptive and intentional, but also very exciting. This exposes our partners to thousands of people, whether its online or in the store. We think that storytelling is powerful.

One part of your website, The Collective, shares stories that represent the Nau community. What were the challenges of this project, and how will you know when it’s successful?

Ian: At the core of what we’re doing is this idea of positive change, and it’s reflected in everything we do. We’re interested in creating venues for dialogue and conversation, particularly around the subject of positive change. One way we did this was by launching our business through our blog, The Thought Kitchen. We thought it would be interesting to launch through the blog because it was a venue to host conversations. That led to the idea of The Collective, a place to host stories about positive change seen through the eyes of artists, athletes, and activists. Some of it is content we create, but we’ve also invited our community to send us content that they’ve created. If it fits within our editorial direction we’ll include it in the section. We’re also using those stories as the foundational content for monthly events in our stores. We have the ability to track how many people are watching our content, but there’s a qualitative dimension in terms of engagement around ideas and stories that reflect the depth of what we’re doing and enable a certain depth of quality in terms of customer engagement.

More traditional business owners might be surprised to know that Nau balances profitability with philanthropy. Why are social and environmental concerns just as important as your bottom line?

Within Nau, there are all kinds of compelling examples where this antiquated paradigm of “either or” has been replaced with the notion of “and."


Ian: It comes back to the conventional notion that you can’t balance the two. There is the orthodox notion that if you want to be profitable, you can’t pursue issues pertaining to sustainability because they will eat into your profit. The first thing is shifting one’s thinking. We’ve had the opportunity to design an entire company from the ground up. What’s unique in our case is that this process of design has been deeply informed by our commitment to sustainability, and the assertion that companies have a broader responsibility to our community than the singular pursuit of profit at the expense of everything else. What happens if you’re going through this design process with these ideas at the center of your consciousness? The kind of questions you ask shifts, and the nature of your inquiry and engagement changes. The way you think begins to change, which leads to different behaviors. In the end, it’s all about the way you think. Even the philanthropic part of our model is different. Five percent of sales is completely unprecedented by orders of magnitude. It’s way beyond the established benchmark of corporate philanthropy. So how can we be profitable and give away 5% of every sale? It is genuine philanthropy but it’s also about storytelling. Not only are we telling the stories of our nonprofit partners, they’re telling the story of our Partners for Change program. Their ability to tell the story of our partnership is a foundational part of our marketing effort, versus spending a bunch of money on advertising, which, in the end, we think is not nearly as credible and authentic as having our nonprofit partners talk about the meaning of their relationship with us. We also think there is a growing group of customers who want to not only buy products and services that meet all the traditional parts of their value equation, but want to do business with companies whose values and character reflect their own. Our view is that over time our practices will generate deeper customer loyalty and help differentiate ourselves from our competitive set. Within Nau, there are all kinds of compelling examples where this antiquated paradigm of “either or” has been replaced with the notion of “and.” These things can be synergistic and complementary.


Corporate social responsibility seems to come naturally for Nau. What advice do you have for businesses that want to do a better job?

Ian: When we set out to initiate this process of design, these ideas were baked into who we are. They were baked into our early DNA. It’s a different challenge for an existing business to begin to go down this path. Out observation is that exploration has to begin with a deep cultural shift. Prior to thinking about the externalities of business, you have to examine how you think and who you are. I would begin by asking, “To what extent are these issues important to us? To what extent do we feel these issues need to become a part of who we are, and ultimately affect how we do business?”

We tend to define our success more broadly than traditional companies, but if we’re not successful from the standpoint of traditional business metrics, then our credibility and sphere of influence will be confined and limited.


Nau is a big hit with socially conscious consumers, but compared to the corporate giants of the apparel industry, still a relatively small company. How big can and should Nau become? Does Nau need to become a giant to achieve the company's goals?

Ian: We believe that our ability to have a constructive impact on the world and in the business community will be somewhat commensurate with our success. We tend to define our success more broadly than traditional companies, but if we’re not successful from the standpoint of traditional business metrics, then our credibility and sphere of influence will be confined and limited. We definitely aspire to be an extremely successful company based on all the traditional metrics of business success, because that will enhance our sphere of influence in the business community. Ultimately, our success will be dependent on the reaction by the community to our business. At the end of the day, customers will decide how they feel about us. But even as a small fledgling little business that’s just been launched, we’ve been surprised at the way in which people have looked to us for thought leadership. We wanted to be a positive catalyst within the business community. We’ve been invited to speak at many of the top business schools in the country – Harvard, Columbia, Kellogg. We’ve been invited to meet with companies like Procter & Gamble and Pepsi, some of the largest companies in America. We take a certain degree of pride in how we’ve evolved the business to date, but we realize we have a long way to go before we can say we’re a commercially viable sustainable enterprise.

Nau's products and practices are already remarkably progressive and far ahead of what anybody else is doing, but I'm sure you have even bigger plans. What can we expect from Nau in the future?

Ian: We’re on the cusp of opening a series of new stores, in Los Angeles, San Francisco, Portland, Seattle, and Boston. We need to generate a broader community and a broader group of customers. We need to open more retail stores and continue to refine our point of view on our product. For us right now, it’s really about extending and deepening what we’ve started.

Thanks to Bob and Ian for sharing these great insights.
Check out the
Nau site and their new spring line.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ An Interview with Twitter's Biz Stone

Twitter is one of the most active communities online today. The New York Times calls it "one of the fastest growing phenomena on the Internet," and it was voted "best of the web" by SXSW. At The Greener Grass, we're excited about Twitter because it feels like a brand new type of community and new way of communicating. We spoke with co-founder Biz Stone to learn a little bit more.For those that aren't familiar with Twitter, tell our readers what it is and how people are using it.

Twitter is a communication utility which works by asking one simple question: What are you doing? Folks respond to this question and their answers are transmitted instantly to the people who are "following" them. Our technology is such that the service works over mobile texting, instant message, or the web.

Because Twitter does not demand that anyone "catch up" or "dig out" it can become more complimentary to people's lives and therefore less of a burden.


The Greener Grass is studying communities. What do you find interesting or unique to the Twitter community?

Twitter is unique because it takes place in real time. People are connecting, communicating, and self-organizing instantly during shared events such as conferences and emergencies. Twitter enables real-time group communication no matter where you are.

Should we redefine "privacy" based on new technologies like Twitter?

We don't have to sit down and redefine privacy - the concept evolves along with societal changes. As more people use technology to socialize in an open manner, individuals learn new ways to take advantage as well as new methods of self editing.

There is a lot of competition and a lot of copycats in the social networking world. How do you compete and stay the leader in microblogging?

We strive to keep things simple while focusing on strength and reliability. Our goal is to build a reliable communication utility for the world. This goal keeps us challenged.

We've written a little about the bad habits people have picked up through their wireless devices. Do you think Twitter offers a positive alternative to these other forms of communication?
Twitter is different because it is rhetorical. People can stay as connected as they like or ignore the updates of their friends - we even offer settings which turn the service off for periods of time. Because Twitter does not demand that anyone "catch up" or "dig out" it can become more complimentary to people's lives and therefore less of a burden.

Thanks, Biz.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Lynn Landes and Zero Waste (part 2)

What actions are new / currently being done to help solve this problem

I really don’t know that anything’s being done much. I was deep into this subject 5 years ago and to my knowledge nothing much has changed since then. We’re producing more plastic than ever before, were wrapping everything in plastic including fruits and vegetables. While some countries are banning plastic bags and I think San Francisco has put a ban on a certain type of plastic bag…. For the most part our country has walked away from this issue, ‘ they’ve got their head in a landfill or something’ So really I don’t see much happening along these lines. Now of course instead of plastic being produced here were just getting it from overseas in our toys from china and its no better that it is made there instead of here.

I don’t really see a serious effort to reduce and recycle.


What can we do as consumers to help solve these issues?

I think it’s very, very important-- and I do this myself personally, to stop buying things that are not necessary. I do not buy soaps or detergents. I wash my clothes with apple cider vinegar, I wash with a combination of apple cider vinegar, oat flour and peppermint tea—I do different things but I do not use soaps or detergents because I feel that they cause more problems than they solve. Also, I’m more into making my own clothes.

So the first thing is-- don’t buy things you don’t need. And particularly think about what it took to get that product to you. For instance I don’t wear metal jewelry anymore because I’m thinking to myself ‘do I really want to support mining diamonds or gold or anything like that destroying the environment to adorn myself.

I don’t wear makeup because I think to myself: well, would I want to live next door to the factory that made this? Would I want to smell everything that was going on, do I want to have this transported so I can slap it on my face? So I choose to a large degree not to buy a lot of things that I used to buy, I just cut it out of my purchasing. What I do though when I go to the yarn store I buy local or I buy yarn that has not been dyed. What I am trying to do is learn basic skills all over again and it is tough. There is a lot of people can knot but hey often buy yarn that is synthetic, pre-dyed ect…and I try not to do that. I am trying to think through everything I do.

When I go to purchase my food, I used to go to Whole Foods all the time but I don’t do that anymore because I noticed Whole Foods was getting a lot of their vegetables from overseas. I’m thinking this is crazy. So what I tend to do is Ill eat in my time zone, so I don’t eat bananas I don’t eat oranges or that kind of thing. But Ill eat other things with acid or vitamin C in them. When I shop I tend to go to a market in Philadelphia that is staffed by volunteers and all the food is ‘local’ within 100 miles. I grow my own herbs and that sort of thing. So I try over time to do more and more stuff on my own, relearn skills that basically have been lost. I try to buy locally and buy organically.

So if you have a company that wants to do stuff, then the thing is to keep it local. I refuse to buy from any of the big box stores—whatever I do I try to do it locally.



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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Interview: Intermodal Shipping & Maersk Line - Part III

Refrigerators, Ports, and the Overall Picture

This is third and final part of our look at the energy issues that the world’s largest container shipping company, MaerskLine, deals with, through the insight of Lee Kindberg, Environmental Director for Maersk’s North American Operations. You can check out parts one and two at
http://www.thegreenergrass.org/2008/01/interview-intermodal-shipping-maersk.html and
http://www.thegreenergrass.org/2008/01/interview-intermodal-shipping-maersk_17.html

Refrigeration

I like oranges, and noticed a few years back that a lot of oranges at my local supermarkets were from South Africa and Australia. You mentioned that refrigeration is important to Intermodal shipping; can you tell me more about that?

“You can fit a lot of oranges in a container! A fair number of the containers on board any one of those ships might contain produce such as say grapes from Chile, and those have to be kept at a very constant temperature, so they’re shipped in refrigerated containers which we call reefers. [A name also applied to ice-filled rail cars a hundred years ago]. Those containers have monitors on them and are kept on very tight control, because a very small change in temperature can result in moldy fruit, or damage to electronics. Electronics are often shipped in temperature controlled containers; you wouldn’t want them to get very hot in the middle of the summer for example, and the sealed containers are more humidity controlled.

Refrigerated containers use about 30% more energy than a standard container if you look at the total carbon footprint. When we take them off the ship and put them on the ground or on a [truck or rail] chassis, we actually plug them in. When we’re ready to put them on a truck or train, we mount a small diesel generator “genset” on them that runs the refrigeration unit.”

Food and transportation is an interesting topic I’ll be looking into more, because I like oranges, bananas, sushi, and other food items we don’t harvest anywhere near Cincinnati. A New York Times article suggests that given the relative efficiency of transporting food by container ships and rail, non-locally grown produce can actually be as “green” or even “greener” than locally grown. Check it out at: http://www.nytimes.com/2007/12/09/business/yourmoney/09feed.html

A Better Refrigerator!

At your website, I read a little about the QUEST program Maersk initiated along with the Dutch government to cut the energy demands of these refrigerated containers, what else can you say about that?

“The QUEST (Quality and Energy Efficiency in Storage and Transport) program was developed as a way to control the temperature of the goods instead of the air inside the container. By coming up with these finer controls we’re able to greatly reduce the energy required to operate those units. I believe last year we put several thousand new units into service with that type of controls. QUEST is a new approach based on thinking about what are you trying to achieve. It’s about trying to keep the cargo at a constant temperature instead of keeping the air at a constant temperature. There are also some improvements in the mechanisms and the insulation, so multiple parts make up the large total improvement.”

When fully implemented in 2008, the program is projected to reduce CO2 emissions by 325,000 tons per year. Again, I found that the economies of scale that Maersk operates at gives them the resources to make some significant advances in energy efficiency that might have applications elsewhere. Perhaps the local supermarket or your own refrigerator could benefit from the same technology.


Carbon Footprint Calculator

Our discussion about refrigeration reminded me that total carbon footprint and energy efficiency is complex, involving many factors, since most goods must travel by multiple modes to get to your home or business. I read that Maersk has deployed a Carbon Footprint Calculator service they provide for clients. Can I get some more information or a test case from this program?

“We have our new carbon-check calculator that allows us to help our customers calculate their total carbon footprint for transportation. It uses published data for air, truck, and rail, and our specific data for our ships. It allows us to calculate and compare two routes, or go all the way from the loading dock in China all the way to your local retail outlet. It allows you to optimize the route to take for each step, and can look at how each piece contributes to the total. We just rolled it out so it’s still proprietary, but the EPA in its SmartWay program has tools you can use to do land transportation calculations. Also the Clean Cargo Working Group of BSR has developed transportation calculators for both ocean freight and intermodal shipping.” (You can check that out at: http://www.epa.gov/smartway/ and http://www.bsr.org)


Efficiency & Safety Go Together

You’ve noted a couple of times how intermodal shipping has reduced the manpower needed, how efficient everything’s become compared to the old days when there might be hundreds of people on the docks loading and unloading cargo. It seems like there’s something else you wanted to say about that:

“Containerization has been part of what’s made that possible, but that also means fewer people who might get injured doing some of these very difficult cargo handling jobs. So we’ve worked to improve both safety and efficiency. In our new Port terminal in Virginia, we have a computer controlled storage area no people are needed in, which is a big safety plus.”

Dr. Kindberg was talking about the innovative Maersk operation that addresses these dual goals of safety and energy efficiency, the newly commissioned APM Intermodal terminal at Portsmouth, Virginia. APM Terminals is another Maersk division that operates over 50 intermodal terminals around the world. If you’re interested you can learn more at http://www.apmterminals.com/. APMT Virginia takes advantage of a number safety, pollution reduction, and energy-saving technologies, including hybrid lift cranes that store energy when lowering containers to re-use when lifting them.

A World of Energy Issues

I’ve learned what an integrated company Maersk is, having the ships, containers, terminals, and a technical division that helps design everything. Because everything is so vertically integrated, does that make it easier to choose the right options, because the right thing to do is probably the thing that makes the whole system more efficient?

“Maersk companies also include total logistics management, trucking, warehousing, shipyards, and a company that builds containers. It is a highly integrated company. While these are different divisions, we try to think about the whole transportation chain. Sometimes the biggest improvements are not in one particular little area, but those that work best across the whole chain, whether you’re talking safety, the environment, or efficiency. You have to look at the total transportation chain.”

It sounds like overall you have quite a wide ranging job. You’re covering both the local air quality situation, and global efficiency & CO2 issues, and everything in between. That’s a lot of responsibility!

“Well, it’s very interesting to say the least. And it’s gratifying when we can make a difference, like what we’re doing with our fuel switch on the West Coast, and what we’re doing to improve energy efficiency on the ships and refrigerated containers.”


Thanks to Dr. Kindberg, I have much better feel for the energy and environmental issues around shipping those oranges or computers, and about some unique efficiency improvements Maersk Line has helped develop that should help reduce the impact of global trade.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Interview: Intermodal Shipping & Maersk Line - Part II

Making the Ships Cleaner & More Efficient

This is part two of our look at the energy issues that the world’s largest container shipping company, MaerskLine, deals with, through the insight of Lee Kindberg, Environmental Director for Maersk’s North American Operations. You can check out part I at http://www.thegreenergrass.org/2008/01/interview-intermodal-shipping-maersk.html

Leading in Energy Efficiency

Now that I know a little more about the system, can you tell me more about where it’s evolving in the future?

“We’re seeing some bigger ships, but we’re also seeing ships designed from the keel up to be more energy efficient and environmentally responsible. This does mean lower air emissions. For example, we’re now building waste heat recovery systems into our ships. These systems provide up to 10% efficiency improvement in engine fuel economy and greenhouse gas emissions.

There are many other issues that we look at, in addition to energy efficiency, in terms of environmental design. For example, another environmental issue for ships is the hull coatings that prevent growth and build-up on the vessel hull. Those growths create drag which reduces energy efficiency and hurts ship performance. Unfortunately the old ones were toxic to other marine organisms. We’ve replaced the old type with a less toxic version, and are now transitioning to new silicone-based hull coatings that are non-toxic.”


Maersk appears to be a leader in advanced energy-efficiency technology in shipping. Can you tell me if Maersk a significant driver in making these advances happen through research and development?

“We have a group in Copenhagen called the Technical Organisation who are ship architects and engineers. We also work very closely with the ship yards, engine manufacturers and other suppliers around the world. As you can imagine, we’re fairly big customers of theirs. For the waste heat recovery system, we actually worked with four different suppliers and their research arms to optimize four different components of the equipment and the control system. In order to optimize the energy output from the total system, they actually had to make part of it less efficient to maximize the overall waste heat recovery. Bringing those four suppliers together to optimize energy efficiency was a pretty big step forward, and that system is now being built into a lot of our ships.”


This seems like a great investment in that not only are you making more profit – its good business sense, but it’s also better for the environment. Can you do that all the time?

“We can’t do that every time, because sometimes they’re not cost effective. But in many cases when we make investments that improve energy efficiency, we also improve the bottom line, so those are sustainable projects because they pay for themselves. They make business sense and they make good environmental sense. You know EPA’s definition of sustainability includes both economics and environmental impact.”

Clearing the West Coast Air

What about projects that might not pay for themselves?

“Not every project proposed makes good business sense; they still have to pass financial hurdle rates. But in some cases we actually do things that we know cost us more money. Today is actually an interesting day to be doing this interview, because at 6 o’clock, the Carsten Maersk will pull into Tacoma. When she gets to dock, she’ll switch to clean fuel in the auxiliary engines used for the entire time she’s tied up. At all four major ports where we have regularly scheduled vessel calls on the west coast, we will be burning clean fuel while we’re at dock. At the California ports we’ve also been doing it in the main engines and the auxiliaries while steaming in. It’s quite an expensive program. It absolutely does not pay for itself, but we believe it’s the right thing to do. We’re doing it to get experience burning these cleaner fuels, so we better understand what that does for all of the emissions factors, and also for operational concerns and maintenance.”

CO2 emissions are all over the news right now, but if you live in a port city, you’re much more concerned about what’s called criteria pollutants. These are the oxides of sulfur (SO2) that create acid rain and might have health effects, oxides of nitrogen (NOX) that are part of developing photochemical smog, and particulate matter, soot and fine particles that are not good to breathe. Those things are created by diesel engines whether they’re in ships, trains, or trucks, and whether they’re ours or your personal vehicle. But our volumes are bigger, so they’re a long term interest and concern to us.

The fact that we’re all so focused now on CO2 doesn’t take away from dealing with these criteria pollutants. We cannot lose focus on these because of air quality in port cities. We have to keep this in perspective; we can’t do CO2 instead of criteria pollutants. And it’s a very important issue when you deal with power plants. The criteria pollutants have been a concern and we’ve been trying to reduce them for 30 years. There are still regions of the country that don’t meet the national air quality standards; some of it’s from natural sources and some of it’s from the activities of man.”

What’s the difference between clean fuel and regular fuel?

“The typical bunker fuel they use when they’re out on the ocean has a maximum of 4- 4 ½ % sulfur, with an average of 2 ½ % sulfur. For people on landside, it’s similar to a No. 6 residual fuel oil used long ago to run boilers. It’s basically the leftovers from the refining business. It’s very cost effective, and these are huge diesel engines. The main engines on our biggest ships run 80,000 to 100,000 horsepower. Our S-class ships use the 80,000 hp engines, and are 1,200 feet long, as long as the aircraft carrier USS Eisenhower. These are very large ships, and by the way, we run them with about 20 people.

The fuels that we switched to in our four West Cost ports are 0.2% maximum sulfur, and it’s been averaging just under 0.1%, so that’s a 95% reduction in emissions of sulfur oxides. It also reduces particulate matter or soot, by about 87%. That makes it a much cleaner fuel, but it’s also approximately double the price.”

With the double price, I suppose it’s not likely that all operations would switch to clean fuel:

”There have been different proposals for how to reduce air emissions in port cities, many of which do have air quality concerns. Fuel suppliers tell us there are capacity issues about how much low sulfur fuel is available in the world. Capacity constraints also raise cost issues. There are two different proposals for improving air quality internationally; one is to require all vessels to use a somewhat lower sulfur fuel. For example, some of the sulfur control areas such as the Black Sea, have a maximum of 1 ½ % sulfur.

The World Shipping Council, Maersk Line, and a number of others including the US EPA, support a different approach – focus our resources on using really clean fuel in the air sheds where people live and breathe, to provide a much greater improvement in those areas. The fuel switches we make really do that. You’ve probably heard that Oakland and Los Angeles have significant air quality considerations. We switch to clean fuel 24 nautical miles out in both the main and auxiliary engines. I’d like to note that we’re the only company switching in the mains.

While the ships are at dock, the main engines are shut down, but you do continue to run the auxiliary engines. At dock, in addition to running the controls and radios, you’ve got a much larger ongoing energy load for refrigerated containers. A fair number of the containers on board any one of those ships might contain, say, grapes from Chile. Those have to be kept at a very constant temperature, so they’re shipped in refrigerated containers which we call reefers.”

Refrigeration turns out to be a big factor in intermodal shipping, and we’ll touch on some unique energy improvements that MaerskLine has helped implement in the last and final installment.

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The Greener Grass is produced by Kaleidoscope, a product development consultancy in Cincinnati, Ohio.

+ Park + Vine... Where Being Green Is Easy

The Greener Grass recently sat down with Dan Korman, the owner of Park + Vine. Named for it's location on the corner of Central Parkway and Vine Streets in Cincinnati, OH, it is "a green general store where being green is easy" as the website declares - and where it also boasts a Walk Score of 97 out of 100.


The Greener Grass: Let's get some background first... where did you get the inspiration for the store?

Dan Korman: I got the inspiration from going to a farmer's market in Chicago called Green City Market, a sustainable market, so I became friends with a lot of the vendors there who are a combination of farmers, bakers and soap makers, and I just got a lot of inspiration from what they were doing as entrepreneurs and on a mission to make a product that was not only good for people, but also good for the environment. And then I saw three of them go from being vendors at the market to having their own storefront which gave me great inspiration.

"I'm a big proponent of shopping local - three times more money goes back into the community if you shop at a locally owned store versus a chain."

TGG: And it's so unique for Cincy - that's why I got excited about it. So, you've been open for seven months... How's business?

DK: Business is great actually - December was our best month in terms of retail... we started off strong in June, fell off a little in July and every month thereafter it's gone up, and we're essentially breaking even. There seemed to be a lot of pre-opening press exposure, and then the area started opening up, but because of the make up of the store we were able to ride it on our own, and not just the things happening around us.

TGG: That's great, and it seems like 'green living' has permeated the public consciousness now. Have you ever had anyone come into the store that hasn't understood its premise?

DK: No, most people who come here know about the store before they come in - well, word of mouth is the number one way people hear about it, and then whenever we're in the Enquirer or City Beat we typically get a nice little rush. Sometimes we'll get somebody who is like "What is this place?" - which is exciting! But what is also exciting is when we get people who are not from here who come specifically to this store from another area.

TGG: On your website and your blog you talk about local things that are happening in your neighborhood of Over the Rhine. How is 'being local' connected to 'being green' and saving energy?

DK: I was just asked something along those lines - what's most important to the business? Is it that you have products that are made out of recycled materials, is it that it's locally made, etc.? - it's really a combination of all of those things. We look for as much stuff as we can that is made locally and then bringing in stuff that fits the store's mission, and maybe that will provide inspiration for somebody to make it locally, like the furniture that we are sitting in right now. (Chairs and side table made from bike parts). Which captures a lot of people's imaginations. I'm a big proponent of shopping local - three times more money goes back into the community if you shop at a locally owned store versus a chain.

TGG: I think there's a lot of people that don't know that...

DK: It's statistally proven... I'm sure you've seen the Buycincy.c