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Q. What inspired you to start and operate a sustainably-minded business?
I conducted the first public recycling event in Dallas in 1992. In doing so, at the Shakespeare Festival of Dallas, I collected, sorted, and bagged 350, fifty-gallon bags of recyclable commodities in the three weeks of the festival, but couldn't find anyone to accept the materials for reprocessing. It was through this exercise that I began to realize the true economics of recycling and the law of supply and demand: the only way recycling will ever work, is when we all choose to purchase products made from the materials we attempt to recycle. If not, they just end up in landfills or waste-to-energy incinerators.
In the 1970’s, during and immediately following the Vietnam War, the valley in which I was raised was discovered to have been covered with dioxin-contaminated waste-oil. The rural roads were being sprayed by county contractors, to reduce dust in the dry summer months. A beautiful, spring-fed trout stream, amidst a 300-acre ranch, became suddenly void of life. The town is Fenton, Missouri, near infamous Times Beach. This also played an important role in development of my environmental awareness and activism.
Q. Have you read The Ecology of Commerce? And how has it influenced the way you do business?
I have read it twice completely through. The first time was 1993. I didn’t quite get it. I picked it up again in 2002, and literally “ate it up”. So much of what Paul (Hawken) says in The Ecology of Commerce resonates with me because of what I know politically and because of the intense self-education I have undergone since 1993.
I look at everything I do and how the actions and my behavior affect the planet on which I live. I read many books and magazines that keep me focused on the relevance of sustainable living.
On my website, Dolphin Blue.com, I have excerpted the chapter on chemicals and chlorine from The Ecology of Commerce- with Paul’s permission, of course. He presents the case so well, it provides the education so sorely needed in creating the world I see possible.
Q. What have been the biggest challenges and concerns in running a business that values environmental stewardship?
Without a doubt, the biggest challenges we face as a business are the mindset of most people who make the decision to buy office supplies. I can’t tell you how many times I hear the comment, “but, your products are SO expensive”. To which I reply, “yes, the invoice does reflect a higher price than what you may see when you buy non-recycled, or non-environmentally responsible office supplies.”
I continue …“Please also consider the cost of the loss of resources like habitat; native forests being replaced by mono-cultural species of trees; loss of air quality because we use more energy and create more tons of emissions to make virgin-material products; loss of clean water because of unnecessary and excessive bleaching of paper; excessive reliance on oil because every time we don’t recycle and remanufacture a toner cartridge we use another pint of oil; and then, the associated costs to all of us through increased disease caused by pollution, and the transference of cost to each of us through healthcare premiums and medical care. The list goes on. Unfortunately, our balance sheets don’t account for these costs.”
“So, if we now measure all these costs, which are only a portion of the true costs of ‘business as usual’, then what are the costs of that cheap paper, or that non-recycled and non-remanufactured toner cartridge?”
“And, with global population increasing by approximately 90 million people each year, accompanied by eco-systems and resources in severe decline, in what state are we leaving the planet for our children and their children?”
I think we are all so inundated by the consumer culture marketing and advertising industry, we are numb to the affect we are having on our only home and on our children’s future. We are blind to it.
Another challenge we face as a small business is getting enough people to know about us so that we can have a conversation with them and hopefully cause an interruption in the way they look at their consumption.
Q. Can you tell me what kinds of products are offered by Dolphin Blue?
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I have seen data from the Federal Government stating they buy as little as 5% of all their goods consumed in doing their business, that 5% being commodities having some level of recycled material in their manufacture. That is quite disappointing. The amount of product consumed by our Federal agencies is tremendous, and what a difference it would make if all federal agencies bought just 10% of their products as having 30% post consumer recycled content.
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Stationery sets; writing pads; card stock; color laser copy paper; inkjet paper; thermal fax ribbon refills; and soy printed papers, envelopes and business cards round out our current offering. We are slowly adding as many as 7000 office items that will eventually comprise our web site catalog. We now have approximately 1800 items available through Dolphin Blue. We have priced all our products to include shipping to any continental U.S. business or residential address.
Q. How do the products you offer compare in prices to competing products that don't reflect environmental costs? And how do you strike a balance between the "conflicting signals" mentioned by Hawken?
First, we are not out to attain the business of ALL the consumers of office supplies. There are some we will never convert. I know that and don’t struggle with it. We are committed to attaining the business of those 10-25% of consumers that will buy our type of products once educated sufficiently. As I stated previously, we are out to change consumption behavior through education. We will do that over time and will grow through doing the good we do.
I recognize that the mega-superstore office suppliers will sell whatever it takes to put dollars to their bottom line, and they will always have the customer that is looking for the bargain. We, on the other hand, are seeking that individual that can make the decision to buy products that make for a more sustainable world, and can leverage their choice into competitive advantage or personal satisfaction and fulfillment.
I don’t believe the costs of environmental stewardship are “new”. I believe our consumption habits have been influenced by the consumer culture and technological advancement. We are being wooed to create wealth for some company and for some individuals. I also believe we place far too much value on monetary wealth. I said earlier in this interview that we aren’t measuring the costs of the loss of resources and habitat.
On a Saturday morning about four weeks ago, I was standing at my kitchen sink. As I was washing a dish, I was gifted by the appearance of a very tiny and very beautiful ruby-crowned kinglet looking for insects in my mulberry tree. He was only 24 inches from me and didn’t know I was there. To me the sighting of that little bird had more value than most anything I can or might buy in a mall. What would our world be without these small beautiful birds? They eat billions of insects, that without them doing so, we’d have to apply more and more chemicals and pesticides. Not to mention the beauty of their physical presence and their song.
As we kill off more and more species in this delicately balanced world, by destroying their habitat, we upset the inherent beauty and harmony of our only home. And, what is the affect on us when we spray more and more pesticides? Is there any wonder we see the continued rise in the rates of cancer of all types? How much money have we spent in the fight against cancer thus far, and where has that gotten us?
Those conflicting signals are ever-present in the marketplace. Many companies choose to be ruled by them, and usually defer to the signal that says “return on investment”. So, if we are invested in this earth, and we have invested a child’s life in this earth, then what about that investment? I think CEOs of our most respected companies need to consider there is more to being human and occupying space on this planet for a very short period of time, than producing massive wealth for themselves and their directors. We all have a responsibility as corporate citizens, and should do everything we can to meet the needs of our communities (local and global) and our natural world and all its occupants. Not just for current value, but for future value to our as-yet-unborn children.
Q. How do you go about evaluating new product ideas in terms of their environmental sustainability?
Our minimum standard is 30% post consumer recycled material in the product’s manufacture. If we can achieve anything beyond that benchmark, we strive to do so. We look for opportunities to fill “holes”. Holes are where a product may have potential sale-ability, and that product is not now made from recycled material, or, in an environmentally responsible manner.
If we can find a product made without the use of chlorine, as in white paper, then we will utilize that rather than the chlorine-bleached version. I will always do whatever creates the highest ecological value and meets the needs of our customer. If it meets the commercial or federal customer’s requirements, then we proceed with addition to our line, or production of the product.
Q. How has Dolphin Blue's dedication to environmental responsibility affected the morale and lives of your employees?
I’d love to hear my employees answer this. I think it is consistent with their thinking that Dolphin Blue offers not only a product which they can be proud to provide to the marketplace, they continually receive positive feedback from our customers telling us we are doing a very wonderful thing. In economic times when the industry in which we compete has become “flat”, we have grown by almost double in the past year. That speaks volumes about long-term stability and growth potential. It gives Dolphin Blue’s employees a sense of security.
As a company, we pay for employee’s education, investing in them and their success, as well as generously compensating our employees. As an owner, I would probably be chastised by the “mainstream” business community for being so liberal in allowing employees time off. I am cognizant of the needs my employees have to take care of their personal and family affairs. A respected and appreciated employee perceives value they probably will not find elsewhere. This creates loyalty and dedication.
Q. What advice would you give to people who want to work at a company like yours? Would you recommend any particular education background or experience?
Be open and willing to learn a whole new way of looking at life. Be willing to place value on things you may not now consider of value. Be aware of the world in which you occupy a space and how you affect that world.
Openness and attitude are far more important to me than education. Experience provides advantage, but enthusiasm gets one to success much faster. Love and respect everyone and every living thing. Know you are capable of far greater accomplishments than you may realize.
Q. What advice would you give to those interested in starting a business like yours, with environmental concerns in mind?
Have a vision of what you see possible, and, no matter how tough things get, reach out and share your struggles with those around you. People love to believe in those who blaze new trails and have passion. Swim upstream, and never violate your self-respect.
Q. What do you envision for your business in the future?
I would love to some day have to close our doors, knowing that I am doing so because we are no longer needed in this world. That will happen when we have become cyclical entities. Waste becomes food. Paul has it so right in The Ecology of Commerce. Paul Hawken, Amory Lovins, and Hunter Lovins have taken it further down the road in Natural Capitalism, and Ray Anderson speaks to his CEO peers in the same respectful manner in Mid-Course Correction. Janine Benyus continues to educate us in Biomimicry.
If we can get it right, and I believe we can, then, I relish the day I walk away saying “we learned, we got there”.
Q. Tell me more about you affiliation with Sustainable Dallas...
I co-chair the local non-profit I was instrumental in beginning in 1999 in Dallas.
I learned of The National Town Meeting for a Sustainable America (NTMSA) from Jim Hartzfeld of Interface Corporation In Atlanta. Jim works for Ray Anderson, and Ray was the chair of the President’s Council for Sustainable Development in 1999.
I had spoken in an Earth Day conference at Oklahoma University in 1997 with Jim. After meeting there, we stayed in touch.
In a catch-up phone conversation in September 1998, he told me about the NTMSA, and I saw an opportunity to showcase companies doing sustainable practices in their commercial endeavor. I approached two of my favorite Dallas tree-hugging business associates, Margie Haley and Gary Olp, asking if they’d be willing to create a conference in Dallas with me, if I would “carry the ball”.
That was four successful conferences ago, and we have made a huge impact in the North Texas region, and some say, nationally. Last year’s keynote speaker was Janine Benyus, this year’s keynotes are Amory Lovins and Dr. Joseph Romm, author of Cool Companies.
Two years ago we held a dinner at Southern Methodist University’s Cox School of Business, where Ray Anderson spoke to 23 local CEOs. The dinner was prepared by the top four chefs in Dallas, and they were challenged to look at and consider the impact of all the items used in preparing that dinner, from the standpoint of sustainability. They accepted the challenge, and the CEO guests dined on organic and locally-produced food and wine as they heard Ray speak of sustainability and competitive advantage in the corporate business model.
That event propelled Sustainable Dallas to a position of respect and admiration as a sustainability education organization run by all volunteers, with no paid staff.
I am so proud of the volunteers that have made the organization what it has become, and the commitment and dedication they have shown. It is so amazing what commitment, passion and perseverance will do. We can move mountains.
If you find Tom Kemper's story inspiring, you may also want to pick up a copy of Ray Anderson's book, Mid-Course Correction or check out his company's website, InterfaceInc.com.
And if you're at all interested in the relationship between sustainability and business, don't miss the book that started it all: The Ecology of Commerce, which I happily review and recommend on this site.
Last updated: 3/18/2004