Michelle "Mitch" Hedlund of Mound wants to make an example out of Excelsior businesses.
She created an environmental and economic solution called UPonGREEN that uses a centralized Web site to track businesses and individuals that are progressing environmentally.
The program is intended to inform consumers about businesses that are taking green initiatives, to help businesses save money, and to help businesses and individuals improve their impact on the environment.
Using a checklist of 14 criteria as a guide, users are required to meet a minimum of nine criteria ranging from installing new lighting systems and recycling to using bottle-less water alternatives and removing the company's name from junk mail lists.
During an open house Nov. 20 at Bayview Event Center in Excelsior, Hedlund urged Excelsior businesses to join at no cost in hopes that they will spark a national campaign launch featuring Excelsior as the "Little Village that got UPonGREEN."
To do this, she wants 75 percent of Excelsior businesses on board by the end of December, and will waive the $100 annual fee. By Jan. 1, 2009, Hedlund wants to see Excelsior UPonGREEN.
"My hope is to bring the spotlight back to Excelsior both environmentally and economically," said Hedlund. "UPonGREEN gives businesses and individuals a visual sense of accomplishment. It's like their own little report card of what they're doing."
Excelsior is just the start, though. Hedlund hopes to spread the word nationally and internationally. Eventually, she'd like the Web site to become a green directory in which visitors could enter their zip code, what kind of business they're searching for and receive a list of all related businesses in their area that are UPonGREEN.
Additionally, Hedlund wants to see individuals UPonGREEN, and offers the program at no charge to those interested in improving their environmental practices at home.
Back to the basics
Education is a key feature of UPonGREEN.
"When people are educated just a little bit, it's hard to turn that off and accept a disposable lifestyle as the norm," said Hedlund, who thinks businesses and individuals need to get back to the basics of reducing, reusing and recycling before worrying about solar panels and geothermal systems.
In fact, Hedlund said that currently in the U.S., less than 35 percent of businesses and residences recycle.
"When we reach 75 percent, it will be the equivalent of removing 33 million cars off the road in the U.S. each year," she said.
And because Hedlund wants to promote UPonGREEN as being "upbeat," she said she steers clear of controversial issues like global warming.
Hedlund does speak candidly about the environment and its relationship to current economic conditions, though.
"There is no better solution than putting our energies into environmental solutions," said Hedlund, noting that if individuals and businesses don't take an interest in the environment, "there's not a $700 billion bailout to get us out of it. We can't and shouldn't wait for the government to mandate changes."
Eco-features
In addition to offering a checklist of green criteria, UPonGREEN also offers resources to implement the changes.
For example, the 318 Café in Excelsior tackled its lighting situation with the assistance of ServiceLighting, which is a business that has met the criteria and is listed on the UPonGREEN Web site.
Matty O'Reilly, co-owner of the 318 Café in Excelsior, said his business qualified for rebates through the utility company, which offset at least one-third of the cost of installing the new energy-efficient lighting.
"It feels really good to be a part of this," said O'Reilly, who mentioned that he is also looking forward to monthly energy savings from the new lighting.
Hedlund noted that 318's Web site has the UPonGREEN logo known as an UP LINK. When visitors click on the link they are directed to 318's page on the UPonGREEN Web site where they can read 318's eco-profile.
Additionally, an EcoTree feature allows users to see how many visitors they've directly inspired to get UPonGREEN.
"This is a great opportunity for Excelsior's EcoTree to go crazy," said Hedlund. "You'll be able to see the real-time impact."
Other features of the UPonGREEN program include in-store UP ID stickers to alert customers to each company's initiatives, UP'MAIL e-mail announcements to spread the word to clients and UP'vites can be used to invite others to become UPonGREEN.
A growing idea
Hedlund chose Excelsior over her current hometown of Mound "because the city has everything," she said, pointing out the car dealership, bank, coffee shop, restaurants, clothing stores, theater and variety of other businesses.
In fact, Hedlund is the original owner of the Bean and Wine Café, now 318 Café, which opened in 1998. She sold the café two years later to start her own marketing company.
While doing research for two of her clients, a solar company and a green home building company, she found that many businesses used the term green to promote themselves, yet weren't using environmentally-friendly practices.
"I wanted to take the chaos and confusion out and organize green," said Hedlund.
UPonGREEN is a self-funded start up company that, in addition to Hedlund, includes Web site technicians and several volunteers.
When UPonGREEN is established, Hedlund intends to launch the a non-profit foundation called UPforGOOD, which will feature social profiles.
