Our only complaint is that we wish the author interviewed more companies like Organic Valley, Eden, The Alternative Baking Co., & others.
The author takes you on a journey through many different & mostly well known Green Brands like Stonyfield, Dr. Bronners, Seventh Generation, & more. You discover how they started, the trials they had on their path to success & their fight against non green brands. The incredible growth the green industry has had despite our economy. Peoples increasing awareness of the need for safety not only in what we eat, but where our energy comes from, & what is in our cleaner exactly? Why the skull & crossbones? He compares how these different types of companies grew in their particular green area. What type of customer certain products attract & do not attract. At the end of each chapter he gives a summary of his personal opinion about why a company got where it is today.
The emphasis of the book is how all these green brands are linked to one another, what the author coined "The Gort Cloud" (we don't care for the term ourselves). This cloud is what keeps these companies alive or what kills them (don't make a green claim if it's not true or they (the Gort Cloud) will be all over you). This cloud is word of mouth, the Internet, the companies themselves, customers, advertising, even negative press.
If you have any interest at all in what makes these green companies tick or are just more curious about some of the companies you make purchases from, we think you will really enjoy this book.