Pulse March / April 2016 | Page 58

CARMEN GENDEBIEN Co-Founder • A Wholesome Glow • Canton, New York “On the farm, our sustainable efforts help us conserve and protect our soil structure and reduce soil erosion.” indoor air quality, spa wellness extends to everyday business choices. Choosing responsible vendors who have natural and organic products and supplies is an easy way to green up a spa,” she says. She warns, however, on the dangers of greenwashing, a common marketing practice employed by some businesses to deceive consumers on environmental claims. “Of course, being sustainable addresses more than just products. Avoid the greenwashing bandwagon by being transparent and educated about your business choices. Are you really green or just starting on the path? Be prepared to answer questions from clients on your green measures,” she says. Gendebien, on her part, says their green efforts have helped to enhance the quality of their businesses. “On the farm, our sustainable efforts help us conserve and protect our soil structure and reduce soil erosion. We are also able to reduce fertilizer costs and save significantly on our water usage. At the spa, these benefits are evidenced in our treatments, materials, utility expenses and the quality of the services we provide,” she says. Eco-Friendly Initiatives A Wholesome Glow is well aware of consumers’ growing demand for sustainable practices and clean products, which is why it operates its farm with philosophical, SHELLEY LOTZ Consultant and Author • Green Spas and Salons: How to Make Your Business Truly Sustainable • Ashland, Oregon 56 PULSE ■ March/April 2016 ecological and environmental consciousness. “All of the milk produced on our farm, is cooled with naturally cold water on its way to the tank. This is also the water supply for over 400 of our dairy cows. Nothing leaves our farm except our milk and A Wholesome Glow products. All water, animal food and wastes are reused and recycled back into the farm. Our animals are a part of a healthy ecology and we must provide them with a healthy environment to thrive in, every day,” Gendebien says. Blue Beautifly categorizes its eco-friendly initiatives in three buckets: procurement, plant operations and post-consumer. In procurement, the company ensures that all ingredients are sourced from organic farms. “With an eco-friendly mindset, we are keenly concerned about the air and water pollution caused by chemical fertilizers and pesticides due to oversprays and run off. In addition, the dramatic decrease in bee population is largely attributed to conventional farming. Therefore, by purchasing USDA Certified Organic ingredients, we are certain that none of our products contribute to environmental degra-