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In the years since the first Earth Day in 1970, environmental issues have moved to the forefront in all areas of life, especially business. Apart from the fact that stricter government regulations have compelled many industries to clean up their acts, more and more businesses have undertaken their own "green" initiatives in recent years. They may do this because they believe that becoming more green is simply the responsible thing to do, but many business owners are aware that green practices can be a powerful marketing tool as well. Since today's consumers are increasingly likely to demand sustainable choices, it often makes good business sense to jump on the green bandwagon in any way that is feasible and appropriate. In fact, as a restaurant owner or manager, you are in a unique position to embody green ideals and practices. But how green can you make your operation without going in the red? After all, as the saying goes, you're not just in business for your health.

The good news is that there are numerous steps you can take to be green and still keep those greenbacks flowing in. (And speaking of health, "greening" restaurant practices can actually result in healthier fare and a more wholesome work environment - and arguably a healthier planet as well.) It's a balancing act to be sure, because some green dining practices and policies will cost more than non-green options, while some will actually save you money. Finding the equilibrium between sustainability and profitability might take some work, but it could pay off for you in many ways. Of course, the type of restaurant and its location will determine what is feasible and what isn't, but there are basic greening guidelines that can be adapted to just about any restaurant.

The big challenge with going or staying green in a restaurant operation is that unsustainable practices have been entrenched in the entire food industry for many decades. As has been well documented, particularly in recent years, conventional means of food production, transportation, and preparation have often been wasteful of energy and resources, and many processes rely on hazardous chemicals. Fortunately, environmental awareness has permeated all aspects of the industry to a greater or lesser degree, so there are now more choices for the conscientious restaurateur. There are also organizations such as the Environmental Defense Fund, which partners with businesses to come up with solutions based on science as well as economics. (See link at the end of this article.)

Several aspects of your business - most notably, your food and beverage purchasing and your dining facility operations - can be fine-tuned for green-ness and sustainability. Here are a few tips.

1. Think globally, buy locally. The "local products" trend has taken off throughout the United States. It's all part of a larger sustainability movement that has fostered an explosion in farmers' markets, suburban and urban "farming" and gardening co-ops, and the like. You can and should capitalize on this trend. Buying as much as possible from your local farmers and producers - particularly those who are conscientious about sustainable and humane practices - will put you in good standing with them and with your community, if you promote yourself accordingly. And not only will buying locally from reputable producers help to ensure fresher, healthier fare for your customers (particularly if you buy certified organic and hormone- and antibiotic-free products), but you'll also be saving on transportation costs and reducing greenhouse gas emissions.
2. Buy in season as much as possible, and change your menu with the seasons. Of course, if you live in Minot, North Dakota, it might not be so easy to procure an abundance of fresh produce in the middle of winter, especially if you're also trying to stick with tip number 1. Still, most restaurants in most locations can manage to buy seasonally. And changing your menu as the seasons change can be fun and creative.
3. Be conscientious about your sources. You may not always be able to buy locally, but you can make sure that your sources are as green as possible. For example, buy seafood from environmentally friendly fisheries, and don't purchase species that are endangered or are fished in an unsustainable manner.
4. Don't forget the beverages. If it's feasible for your operation, buy "fair trade" coffees and teas - that is, products that promote responsible habitat protection, growing methods, and the like. And do your part to reduce the impact of plastic water and beverage containers by offering and promoting other beverage options - fountain drinks, made-from-scratch smoothies, filtered tap water, and so forth.
5. Be energy- and water-efficient. Purchase only energy-efficient appliances for your kitchen, and be sure to turn off equipment when it isn't in use. And keep in mind that water is an increasingly precious resource. Of course, you can't run a restaurant without it, but you can buy efficient dishwashers and use low-flow valves to help control water use. The benefits of running an energy- and water-efficient operation are twofold: you'll be helping conserve resources while lowering your own utility bills.
6. Use non-toxic cleaning chemicals. Cleanliness may or may not be next to Godliness, but a restaurant that doesn't comply with sanitation regulations won't stay open very long. Fortunately there are more earth-friendly (and user-friendly) options available today to help you keep your facilities spotless without use of toxic chemicals. To the extent possible use green cleaning solutions that are approved by trustworthy third parties. See link below for more information about green cleaning.
7. Be mindful of waste and savvy about recycling. Do everything possible to prevent generating waste, and recycle or compost everything you can. Utilize washable, reusable plates, glasses, and utensils as much as possible. When purchasing items such as carryout containers, choose items with high recycled content and recyclability. For that matter, it is important to know the difference between "compostable," "biodegradable," and "recyclable." They're not all the same; be especially cautious about claims that an item is compostable, because particularly for plastics the "green bar" is higher for that than for biodegradability or recyclability. See link below for more information.
8. Make sure your facility is as green as possible. Of course, if you don't own the building you're in you won't have as much control over aspects such as construction and design, but if you do own the premises, make sure you choose efficient lighting, heating, ventilation, and air conditioning technologies. Upgrade new and existing facilities to all applicable green building standards.

How much you promote your green practices is up to you. If you cater to a particularly socially-conscious clientele, it only makes sense to work the sustainability angle into your marketing. You can include it in your advertising, logo, and web site, mention it on your social media pages, and put notices on your signage and menus. Just be honest and don't exaggerate or engage in "greenwashing" (pretending to be green when you're really not).

Finally, keep in mind is that there is probably no such thing as a completely green restaurant, or any other type of business, for that matter. In the "developed" world it's exceedingly difficult for an individual to leave a negative carbon footprint, to say nothing of a business. The issue is made more complex because despite the existence of various laws, official guidelines, and "green" business associations, there really isn't any across-the-board consensus about exactly what constitutes green.

Also keep in mind that it is impossible to please everyone, and this is doubly true for green-ness. You might think you are doing everything right - following all city, state, and federal environmental laws and guidelines; purchasing only locally grown organic food and fair-trade coffees and teas whenever possible; recycling everything that's even marginally recyclable; and becoming a member in good standing of the appropriate green organizations. But you can bet your bottom carbon credit that somewhere there exists a purist who would easily be able to point out a half-dozen aspects of your operation that do not meet his or her own impeccable standards of green business practices. You just can't let yourself worry about that. After, all, you have a business to run. Be as green as you reasonably can, and then focus on your other priorities: serving delectable food, providing superior service, and creating a unique customer experience that will keep people coming back for more.

For more information:

• The above-mentioned Environmental Defense Fund has partnered with leading foodservice provider Restaurant Associates to develop a list of Green Dining Best Practices. Here is a link for more information: http://business.edf.org/food-water/restaurants-and-dining
• To find out more about green cleaning, read this article, which has definitions of green cleaning and provides links to some, but not all, third-party organizations that evaluate the green-ness of cleaning products: http://www.healthier-cleaning-products.com/green-cleaning.html
• What is the difference between "compostable," "biodegradable," and "recyclable?" Get insights here: http://rc.etundra.com/Welcome/GoingGreen.aspx
• The Green Restaurant Association Web site: http://www.dinegreen.com/

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