Verterra is a rare find: A green company that goes far beyond the expectations for their product category, even in ways that aren’t apparent to the end user, while keeping it very affordable, eschewing the “green tax” so many companies presume they can get away with charging the mythical idealized green consumer. It goes like this: They make plates, bowls and platters out of fallen Palm leaves, that would have otherwise been burnt as agricultural waste.
They don’t say it on their site, but that’s roughly 15 tons a month. All of it, even production scraps, gets used.
Another thing left out of the spotlight is their reusing 84% of the factory’s water. And they continue to increase that. In a time where water is going to become an increasingly precious resource, this is not only ecologically considerate, it’s a proactive business move.And please, don’t take my word for it, here’s what Whole Foods recently said, having used Verterra at an event themselves: “So that’s it. No trees are harvested or cut. No glues or dyes. Just leaves and water. VerTerra truly is an authentic eco-friendly line. And if the environmental benefits aren’t enough to convince you, VerTerra boasts unmatched durability and versatility – use the plates for microwave reheat or short bakes in the oven!”
All fine and good, but what’s in it for the consumer?
They didn’t forget them here. Since I began working with them in 2008, they’ve halved their prices, while increasing quality. And when food meets plate, it doesn’t melt, leach chemical binders (typically needed to stabilize plates that use a mash of materials such as sugar cane fiber), or just bow out of being used in an oven. All the issues people usually just have to grin and bear about your average eco friendly serviceware, Verterra skips. And they can’t say it, but I can: They’re reusable. Many times.
Verterra realizes, as should other green companies, that doing the right thing but reaching few people is not enough.
Yes, actions and impacts of all sizes add up, but making a well honed tiny impact when there’s so much more you can do, for a much broader audience is in my book inexcusable. Especially in this case, when what you make is used for an activity that everybody does: Eat.
Green cynics? Bring ‘em on!
Its unique story & excellent usability have such a high possibility of sparking conversations, even in the most green cynical of us. It in a way serves as an ambassador to those who’ve had poor experiences with other green products, or just write them off sight unseen, presuming inferior performance.
And rather than just go for coverage at green specific events, they’ve thrown their net wide into the mainstream, with great impact: They’ve been used at Superbowl and NBA All Star VIP parties, are featured at Statue of Liberty food vendors, and recently, were on a surreal segment on the Today Show laying out fashion trends for 2010 (see 3:36 onward for Verterra)
Beyond the green, into the mainstream
With their refined, stylish execution, you’d think they’d stick to a few high end green focused outlets. Fortunately, no. From one store on each coast when I first began working with them, to over 450 today, plus numerous online outlets, it’s clear they don’t plan to be a niche product for LOHAS purists only. Their focus is on a product whose first priority is serving their customers needs well, backed with being as sustainable as possible.
Readers: What can your company learn from Verterra? How are you likewise reaching beyond the “green choir”? Have you ever tried Verterra? What’s been your experience?
Photo credit: Theodore Samuels || Food by Silkstone Events
