> About Us
Guide is a new breed of media company - one that is dedicated solely to creating
innovative and effective media that encourages green living and sustainable
communities; one that focuses on the end result of its messages instead of simply
contributing to the chatter of commercialism; one that holds itself to the market
rigors of a for-profit corporation while operating with a mission and ethics
expected of a non-profit organization; and one whose actions are driven by three
bottom lines - planet, people, profit.
and services are designed to promote businesses that incorporate environmental
and social responsibility, to strengthen community, to provide educational resources,
and perhaps most importantly, to make it easy for consumers to find healthy
and sustainable products and services in their area. As our name implies, we
redirect consumer support to sustainable companies by providing
an easy to use guide to green businesses and local resources.
that in our society, every dollar we spend represents a choice, and those choices
cumulatively determine what appears in the marketplace. Corporations producing
goods will respond to increased demand for sustainable products, and likewise,
will respond to declining demand for products that harm our environment, workers,
or communities. We believe that by redirecting buyers to businesses offering
earth friendly, socially responsible, and health oriented goods and services,
we are helping to guide the way to a vibrant, healthy and sustainable future.
we are proud to serve communities with our offices in three regions: the Portland
and Vancouver metro area of Oregon and Washington, the Greater Salt Lake City
and Park City region of Utah, and the Northern Front Range region of Colorado
including Denver, Boulder, Fort Collins, and the surrounding communities.
Guides: We are best known as the publishers of
the ReDirect Guides - a green business directory and resource guide for each
of the three regions we serve. These annual directories of healthy and sustainable
businesses are chock full of substantially better options for everyday purchases,
presented alongside regionally appropriate educational articles and community
resources. Each business, organization, and resource is screened and qualified
by our staff to ensure that we are promoting environmentally and socially responsible
products and services.
The ReDirect Guide is always
free to the community, and we distribute the copies widely, actively, and throughout
the entire year. In each copy, readers can find categorically organized green
business listings and ads, concise and informative educational articles, community
resources such as maps and events listings, our catalog-like Green Marketplace
section, our Eco-Travel and Daytrips section, and other features designed to
make living green fun, easy, and rewarding.
Our website complements our printed directories, and we continuously update
this site with new listings, events, and information. As with the printed ReDirect
Guides, the website has regionally appropriate information for each community
we serve. ReDirectGuide.com continues to evolve with new features intended to
benefit our communities, so please visit often.
ReDirect Guide Visa:
The planet's first credit card that offsets carbon emissions with every purchase
and offers discounts and special offers from green businesses. This revolutionary
card not only reminds you to buy healthy and sustainable products and services,
it also rewards you and helps reduce your carbon footprint to help address global
climate change. Learn more about this card, our partners, carbon offsets, and
discounts by reviewing the ReDirect
Guide Visa information.
Production: For the past seven years, we have also been producing expos,
fairs, festivals, business-to-business networking socials, and other events.
These innovative and interactive events have provided yet another forum for
conscientious people to discover environmentally friendly, socially responsible,
and healthy products and services. Our event production history prominently
We combine our extensive experience in graphic design, publishing, communications,
marketing, event management and community outreach to help our sustainable business
clients communicate clearly and effectively about the ecological, social, and
health advantages of their companies.
Engagements and Special Projects: The ReDirect Guide team has earned
a unique set of knowledge and skills through our deep involvement with a broad
spectrum of sustainable businesses, initiatives, and policies. From our vantage,
we see what works, where market opportunities exist, and what is on the horizon
We tailor our services to
meet the needs of private and public entities, and we have strong alliances
with third party professionals for quick assembly of a specialized project team.
Our capabilities and project history include sustainability consulting and research,
custom publishing and print management, distribution strategy development, event
production assistance, board and committee involvement, and speaking engagements.
We welcome inquiries on how we can assist your organization or cause.
In Development: At
the ReDirect Guide, we dedicate our creativity, passion, resources and talents
into continuously improving our existing products and services, as well as inventing
new offerings that will help us achieve our mission. We encourage you to sign
up on our mailing list so that we can
keep you informed of our events and other significant updates.
While we don't advocate
rampant consumerism, we do acknowledge that we all have needs and desires that
will drive consumption and that we live with a marketplace full of choices,
mixed messages, and confusing certifications and claims. We know that consumers
have a direct and massive influence on how products are made and services are
offered. We also believe that as members of the global community we have the
opportunity to shape the world in which we live.
Our work at the ReDirect
Guide is intended to provide pragmatic and easy to use tools to help everyday
people make green choices in their everyday purchases. We believe that by finding,
qualifying, and presenting green businesses in easy to use formats, we are helping
individuals contribute to a better world with every dollar they spend.
We are fond of saying "Living
green and spending with intention is easy with the ReDirect Guide."
Mission & Values Statement
Our mission at the ReDirect
Guide is to foster the growth of the sustainable business community, facilitate
green lifestyles, and empower consumers to leverage their everyday purchasing
decisions into powerful and measurable support for social responsibility, environmental
stewardship, and healthy communities.
We adhere to the following
principle values, listed without regard to priority:
- We value, adhere to,
and promote the concept of three bottom lines in business decisions - earth,
economy, and equity.
- We deeply value our employees,
customers, readers, and communities and pledge to forge positive, respectful,
lasting and mutually beneficial relationships.
- We value healthy individuals
and communities, knowing that good health, peace, and opportunity afford focus
on protecting the Earth and its inhabitants.
- We acknowledge the intrinsic
value of all species and the habitats upon which they are dependent and interconnected.
- We value education and
initiatives focused on healthy and sustainable communities and their interdependent
relationship to our global environment.
- We value the honest and
diligent assessment of our own ecological and social footprint and commit
to exploring ways to lessen our negative impacts.
- We value and pledge to
contribute to the creation of new companies, jobs, and careers in the sustainable
- We value local community
and regional economy, while embracing the benefits of responsible national
and international exchange of ideas and commerce.
- We promote the concept
of moving beyond sustainability into a paradigm where human activity results
in a net positive impact to the Earth and its inhabitants through environmental
restoration, peace, social equity, and proactive planning.
Qualifies to be in the ReDirect Guide?
The decision of who can
"qualify" to be listed in the ReDirect Guide is not always an easy one to make.
With our mission in mind, we meet with and evaluate every
potential advertiser in a preliminary interview to determine whether or not
that organization offers our readers "a substantially better choice" than business-as-usual.
That way you can be confident that the businesses and organizations presented
in the ReDirect Guide are truly offering green products and services. Most commonly,
we work with businesses or organizations that offer goods and services that
are environmentally friendly, socially responsible, or health-oriented.
A great example of a business
that meets all three criteria is a bicycle shop, which offers affordable, alternative
transportation that encourages exercise and fitness. Other advertisers, given
the nature of their business, however, cannot be evaluated according to this
"substantially better choice" rule. In these cases, we must make a judgment
based upon each individual organization, and we do so with the integrity of
the overall Guide in mind. We are often asked if we refuse advertising dollars
by turning companies away - the answer is a resounding "yes." However, when
a company fails to qualify, we try to offer recommendations on how they may
implement sustainable practices, so that we may reevaluate them for future inclusion.
In summary, we have a balancing
act to perform - on one hand, we must provide our readers with enough businesses
and categories to make the ReDirect Guide a useful tool. On the other, we must
be diligent to avoid "diluting" our directory with organizations that do not
contribute to a more healthful and sustainable economy. We will continue to
work carefully to avoid upsetting this balance and encourage your feedback to
help us stay on course.
by Example: Our Words in Action
At the ReDirect Guide we
take sustainable practices, our mission, and our values seriously in every aspect
of our operations. We diligently consider how our actions and decisions will
impact the earth, economy, and equity bottom lines. The following is a list
of some of our policies and actions that demonstrate our commitment to guiding
- Equal Access and
Apolitical Nature: Copies of the ReDirect Guides are always free and
distributed widely throughout the Portland and Vancouver; Salt Lake and Park
City; Denver, Boulder and Fort Collins regional areas. The content is also
freely accessible on our website and we offer free entry into our community
events. We strive to maintain political neutrality in our work. We believe
that everyone should have access to information and education about healthy
and sustainable living, and work diligently to provide that access. Sustainability
will never be successful if limited to a small group of individuals - it must
be embraced by the majority.
- Paper Selection
and Printing: We print the ReDirect Guides on 100% recycled, process
chlorine free (PCF) paper, sourced from paper companies that purchase renewable
energy credits or operate using renewable energy resources. When possible,
we select paper mills that are also as close as possible to the printing facility
to minimize transport related embodied energy. We specify the use of vegetable
based inks, avoid unnecessary varnishing treatments, and reuse shipping boxes
- Sustainable Pricing
Structure: Our company was founded with a basic tenet that effective
advertising should be accessible to all businesses who are contributing to
healthy and sustainable communities. We believe in having rates set to serve
the full spectrum of businesses - from individual proprietors and startups
to international corporations. We achieve this goal by offering easily affordable
rates, interest free payment plans, as well as substantial discounts and scholarship
opportunities for nonprofit organizations. In return, we deliver multifaceted,
highly visible advertising.
- Distribution and
Transit: We distribute the ReDirect Guide using bicycles, an electric
scooter, bio-diesel, natural gas (CNG), and fuel-efficient vehicles to as
great an extent as possible. We plan delivery routes that will maximize fuel
efficiency and multipurpose our trips. We incorporate awareness of clean air
action alerts and high traffic times into our transit decisions. When travel
is required, we purchase carbon offset credits for flights taken, choose green
hotels or lodging options, and seek out other ways to mitigate the impacts
associated. The racks we build to display the Guide are made from wheat board,
low-VOC finishes, and are designed for minimal waste in production and maximum
- Employee Relationships:
We offer living wages, healthcare benefits, profit sharing, flexibility, and
a supportive, nondiscriminatory and open environment to our employees. We
believe our workplaces should fuel employees' passions for a better world
and encourage each individual to thrive, learn, participate, grow and share.
Our office locations are chosen to minimize overall commuting and we often
work in virtual office environments. The offices are equipped with a variety
of healthy and non-toxic amenities and improvements such as zero-VOC paints
and desks made from reclaimed materials and wheatboard. We purchase green
power and we diligently minimize energy usage by using natural temperature
regulation, CFL light bulbs, low energy consumption electronics, and, of course,
simple conservation techniques.
- Purchasing Policies:
We purchase office supplies, building materials, fuel, energy, and other goods
and services from our clients whenever possible. Our preferences are focused
further on reclaimed, recycled, or sustainably sourced content, right-sizing,
end-of-life options, embodied energy, and durability. To reduce the use of
paper in our office, we use electronic systems whenever possible, and use
both sides of sheets.
- Community Involvement:
We produce green living expos, fairs, festivals and other events throughout
the year that emphasize education, community building, and promotion of sustainable
business. We donate 100% of the door proceeds from these events to local non
profit partners to further strengthen the communities we serve. Additionally,
we sponsor, promote, and participate in others' events throughout the year
that provide education about sustainable and healthy living or provide us
a means to promote the socially responsible and eco friendly business community.
In 1999, Michael Johnson
- the Founder of the ReDirect Guide - made the difficult decision to abandon
a business plan he had been working on for several years for a green building
materials store in Portland, Oregon. Having developed a passion for green building
and environmental protection in his education and previous career, the store
was to be a culmination of his dreams and experiences. The Achilles Heel for
that plan - the reason he felt he had to abandon it - was rooted in advertising.
Simply put, traditional media were all price prohibitive and no media existed
to connect conscientious consumers to local, healthy and sustainable companies.
Recognizing the advertising
problem as a market opportunity led to the creation of the ReDirect Guide. The
first edition included a green business directory along with articles and community
resources; and was released in Portland on Earth Day in 2001. Encouraged by
the community's tremendously positive response, we continued to build and improve
our products and services to best meet the outreach needs of many different
types of businesses. In 2004 and 2006, respectively, we accepted invitations
from community members and organizations in Utah and Colorado to create local
ReDirect Guides in those regions. We now have offices and local staff in each
of those regions, and continue our work to make the most effective community