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ForestEthics exposes SFI Greenwash at Greenbuild 2009

November 13th, 2009

Click on image to enlarge.
Shaking things up at the conference

In his keynote address on the opening day of Greenbuild, the world’s largest green building conference, Al Gore exhorted the audience to be vigilant against the deceptive practice of “Greenwash.”

We agree. At this year’s Greenbuild, ForestEthics called Sustainable Forestry Initiative (SFI) on its greenwash. The morning after the speech, ForestEthics released a large floating banner announcing to the crowd of 25,000 “SFI= Greenbuildwash." The banner hovered directly over the Sustainable Forestry Initiative’s booth, providing a necessary rejoinder to the “sustainable” talk being peddled below.

Watch a slideshow of our various activities at Greenbuild below and read the press release here >>

Our ad in USA Today

Simultaneously, we launched an ad in the USA Today, also spotlighting the greenwashing practices of SFI. The ad copy reads:

"With views like this, some window companies have no business at Greenbuild.

You're only as green as the companies you keep. And while Andersen Windows, Kolbe Windows & Doors, and Jeld-Wen are in Phoenix this for Greenbuild, the world's largest green building conference, they're doing business with some decidedly ungreen characters. Names like Sierra Pacific Industries, whose name belies its greenwashing practice of certifying "destruction as usual" logging.

If these window companies really want to be considered green, they ought to reconsider the crowd they're running with. Until then, they have no business running with the crowd at Greenbuild."

Click on the ad to view a larger version, and tell these windows companies to green up their act and save the Sierra >>

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