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Posts Tagged ‘environment’

photo: Mountain Lion Foundation

In Thursday’s New York Times, I write about the mountain lion that was stalking the streets of Berkeley, Calif., this week:

The appearance of a mountain lion Tuesday near downtown Berkeley, Calif., caused a stir in this animal-loving, environmentally conscious community, where residents may obsess about locally grown organic food but don’t expect to be on the menu.

The mountain lion, a 100-pound female, was spotted around 2 a.m. Tuesday in the city’s Gourmet Ghetto district, according to the Berkeley Police Department.

The cougar roamed within pouncing range of Alice Waters’s Chez Panisse restaurant, the temple of California cuisine, where twice-cooked kid goat with cumin, ginger, eggplant, and chickpeas was the featured dish that evening. But the state’s top-level predator probably was on the hunt for venison and got lost, according to wildlife experts.

“A mountain lion traveling through an urban environment is infrequent but looking at aerial photographs of the surrounding area you can see why it chose Berkeley,” said Marc Kenyon, the statewide mountain lion program coordinator for the California Department of Fish and Game.

The reason: deer, the mountain lion’s main prey. Berkeley is wedged between San Francisco Bay and sylvan foothills that abut miles of forested parkland. It’s a mountain lion smorgasbord with cougar chow wandering the hills and valleys. (On Wednesday morning, for instance, I walked out of my hillside house to find a pack of deer ambling down the street.)

“Where there are deer, mountain lions not far behind,” noted Mr. Kenyon. “The mountain lion might have been following a deer down the hill and at one point turned off a path and spotted a raccoon and decided to chase that raccoon and got turned around and walked west toward the city instead of east toward the hills.”

More than half of California is classified as mountain lion habitat by the Department of Fish and Game, which estimates there are between 4,000 and 6,000 of the animals in the state. California voters banned the hunting of mountain lions for sport in 1990.

While reports of mountain lion sightings have been growing as human development expands into the animal’s habitat, Mr. Kenyon said the number of mountain lions actually is thought to be falling statewide due to a decline in deer population in some regions.

“California is the state with the highest number of humans coexisting with the highest number of mountain lions,” said Tim Dunbar, executive director, Mountain Lion Foundation, a non-profit based in Sacramento, Calif. “And though there have been some fatal incidents on occasion we’re doing very well.”

Such encounters usually do not end well for the mountain lion, though. In Berkeley, police officers tracked the cougar as it ran through the surrounding residential neighborhood for an hour, jumping over fences from backyard to backyard. According to news reports, an officer shot and killed the animal at 3:30 a.m.

The incident unleashed a Berkeley-style debate on Berkeleyside, a local blog, over whether the mountain lion should have been killed.

You can read the rest of the story here.

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PASADENA, Calif. — Green tech guru Vinod Khosla probably didn’t win many friends among the chardonnay-and-carbon-offsets crowd Tuesday during an appearance at Fortune’s Brainstorm Green conference, where he castigated well-heeled enviros for thinking that driving a Toyota (TM) Prius and other “feel-good solutions” will save the planet

“The Prius is more greenwash than green,” the venture capitalist said on stage during a conversation with Fortune senior writer Adam Lashinsky. “Priuses sell a lot but so do Gucci bags. The hybridization of cars is the most expensive way to reduce carbon.”

“We do a lot of feel-good things like put solar panels up in foggy San Francisco so a few middle-class and upper-middle-class people feel good about themselves,” he added.

Ouch.

If Khosla was typically on the offensive, he’s been on the defensive a bit of late over early investments in corn-based biofuels. Alarm has escalated over the past year about the impact of taking food crops out of production to grow a gasoline substitute.

After Lashinsky read a recent quote from the Indian finance minister – “food-based biofuels are a crime against humanity,” Khosla agreed that “food-based biofuels are the wrong way to go. We have much better alternatives.” He has long championed cellulosic biofuels that can be produced from non-food plants like switchgrass or from wood waste and characterized his ethanol investments as a way to get the lay of the biofuels landscape.

Never shy about stirring the pot, he declared that, “People’s views on green are obsolete.” The way to fight climate, according to Khosla, is not to focus on putting solar panels on roofs or building electric cars but increasing the efficiency of things like engines and the operations of mainstream businesses.

Worried about the high price of oil? Don’t. “My forecast for 2030 is that price of oil will be below $25 a barrel,” Khosla said. No matter, he added, because by then biofuels will be cheaper.

So stick that in your Prius.

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Fortune associate editor Julie Schlosser reports from Fortune’s Brainstorm Green conference:

PASADENA, Calif — Consumers are feeling the pressure to go green. And it’s hard to ignore. Drinking bottled water is a definite no no. Flying across the country? Buy offsets. The consumer is being bombarded with green marketing and advertising and the result might not be what you expected. All this green guilt and messaging just might be making consumers more skeptical about the growing assortment of green products.

When polled, most consumers overwhelmingly say they want to buy green, according to Joel Makower, head of Greener World Media and author of The Green Consumer. But they aren’t actually doing it. According to the research, Makower says, “If it is green, consumers assume it isn’t good.” And that means, in many cases, green products are entering the marketplace with a deficit.

That was part of the discussion at Monday afternoon’s panel, “The Green Consumer: Myth or reality?” Andrew Shapiro, founder and CEO of GreenOrder, a strategic consulting firm that works with big brands such as GE (GE), GM (GM), Starwood (HOT) and Office Depot (ODP), moderated the panel that included Stonyfield Farm founder Gary Hirschberg, Elizabeth Lowery of GM, and Makower.

Hirschberg, the CE-Yo (yes, you read that correctly) of Stonyfield Farm, the world’s largest organic yogurt company, has a fun story to tell. He took organic yogurt into the mainstream long before organics were cool, and he has built a $300 million-per-year business along the way. He has also managed to incorporate green principles throughout the product’s life cycle. “But we don’t even use the word green when we describe what we do,” he pointed out.

Still, he argues, there is obviously a green consumer. “But we think they are more focused on quality.” And the quality does something that millions of dollars in advertising can’t. It creates loyalty, says Hirschberg. “And if loyalty comes from an emotional place, authenticity is the key to creating it.”

What consumers are showing us is that if your company has a high “talk-to-do ratio” when it comes to going or being green, you’ll lose the consumer’s trust immediately. By adopting a sense of humility and focusing on communicating honestly with your consumers, Hirschberg argues, companies can build loyalty.

So how does a company build such a relationship with their customer? By offering them a premium product and one that isn’t just greener, but tastes better, lasts longer, or is more aesthetically pleasing. And as the economy continues to slow, the best way to get a consumer to go green is to give them the goods for less.

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