Stirring It Up
How to Make Money and Save the World
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- ¥1,600
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- ¥1,600
発行者による作品情報
A true force for change, Gary Hirshberg has been at the forefront of movements working for environmental and social transformation for 30 years. From his early days as an educator and activist to his current position as President and CE-Yo of Stonyfield Farm, the world's largest organic yogurt company, Hirshberg's positive outlook has inspired thousands of people to recognize their ability to make the world a better place.
In Stirring It Up, Hirshberg calls on individuals to realize their power to effect change in the marketplace -- "the power of one" -- while proving that environmental commitment makes for a healthier planet and a healthier bottom line. Drawing from his 25 years' experience growing Stonyfield Farm from a 7-cow start-up, as well as the examples of like-minded companies, such as Newman's Own, Patagonia, Wal-Mart and Timberland, Hirshberg presents stunning evidence that business not only can save the planet, but is able to simultaneously deliver higher growth and superior profits as well.
Hirshberg illustrates his points with practical information and advice, as well as engaging anecdotes from what he calls "the bad old days" of his yogurt company: how a power outage left him milking cows by hand, how a dumpster fire revealed the need for better packaging, and his camel manure taste test challenge to a local shock jock. He also describes hands-on grassroots marketing strategies -- printing yogurt lids with provocative, politically charged messages, handing out thousands of free samples to subway commuters to thank them for using public transit, and devising the country's first organic vending machine -- explaining how these approaches make a much more powerful impact on consumers than traditional advertising.
An inspiring book for business owners and managers as well as anyone interested in saving the environment, Stirring It Up demonstrates how companies can work to save the planet, while achieving greater profits and satisfaction, and how we can all use the power of conscious consumption to encourage green corporate behavior.
PUBLISHERS WEEKLY
When a CEO or in this case a "CE-Yo" writes a book about the philosophical and environmental underpinnings of the company he founded, it is natural to expect an ego-driven text. But Hirshberg, founder of Stonyfield Farm, the organic yogurt maker, dilutes the ego with "eco." After all, this is a book that presents management lessons gleaned from life on a farm: in one such lesson, a herd of hungry pigs attacks a mound of damaged plastic yogurt cups, devours the contents and teaches Hirschberg nature's idea of recycling. While there is some cultured finger-pointing at big-name competitors and other corporations for organic abstinence and environmental insensitivity, Hirshberg focuses on how Stonyfield succeeds in pursuing sustainability and profitability not to mention valuable shelf space alongside giants like Kraft and Yoplait. But in addition to describing how his company addresses such tasks as negating its own carbon footprint or establishing a "handshake with the consumer" in lieu of advertising, Hirshberg shares stories of similar successes at other companies, including Whole Foods, Timberland and, more recently, at Zipcar. Hirshberg has produced a manual of use for managers at any size company with an earnest interest in learning how to save the world while enriching employees and shareholders.
