We have received a few requests for copies of Susan Sokol Blosser's keynote address from the 100 Best Green Companies to Work For in Oregon event on June 1, 2009. Sokol Blosser Winery was voted 6th - an honor that we are very thankful to be recognized for. Enjoy the following!
by Susan Sokol Blosser
You are a special group of people. You have broadened the traditional business quest for profit to include concern for people and planet--the triple bottom line--and I salute you. In doing this, you are at the forefront of what is slowly becoming recognized as the way to do business. Congratulations.
We’ve come a long way and it’s worth celebrating. Tonight is an exciting occasion. But I want to urge you to think of what’s next. Where do we go from here? Let’s start with a look at where we are now. It’s not pretty. The economy is close to collapse; we’ve borrowed beyond our means and drained our financial capital. The planet is in similar shape. By drawing down the earth’s natural resources and destroying the great forests, prairies, and wetlands, we’ve done the same thing to what is called our natural capital. Our farming system, in an effort to get bigger and bigger crops, has depleted the soil and polluted our waterways. Our food supply is threatened by years of overfishing our oceans. We’re sitting on a population time bomb. And this is a quick summary. So what happens next?
Crisis is disaster but it is also opportunity. We sit on an historic chance for deep-seated change, and I’m excited about the possibilities. As Rahm Emmanuel said, “A crisis is a terrible opportunity to waste.” Thomas Friedman described the prospect our current situation represents in his NY Times column. “What if the crisis of 2008 represents something much more fundamental than a deep recession?” he asked. “What if it’s telling us that the whole growth model we created over the last 50 years is simply unsustainable economically and ecologically and that 2008 was when we hit the wall—when Mother Nature and the market both said: ‘No more’.”
So, let’s look at it this way. What if, instead of trying to return to the old system, we create a new one? Economic recovery doesn’t have to mean we return to overspending, over-production, overconsumption, and planned obsolescence. If we simply return to where we were, we’ll keep repeating the same growth and crash cycle. Can we revise our mindset and acknowledge that we’re moving into a world of scarcity to which we must adjust?
Can we move from an “all you can eat” and “bigger is better” mentality to “quality over quantity” and “small is beautiful?” This revision would define prosperity as more than Gross Domestic Product—as more than profit. Can we do it? It is a big leap, but think of the good that might happen. Many of the health problems we face today, for example—obesity, diabetes, heart disease—are the result of our supersizing economic mindset.
Although we’re not all in agreement on how to do it, we know we must reduce carbon emissions, air pollution, and non-biodegradable waste generation. We must give Nature a chance to rebound and replenish—rebuilding the depleted fish stocks in the oceans, for example. We know we need to do more to conserve our natural capital instead of living off it like it had no end.
This sounds so sensible, so reasonable. But it isn’t easy. Growth is the rub. Continuous, double digit growth is the capitalist refrain. How do we scale up if we adopt the small is beautiful melody? The verdict is still out on this, torn between those who believe it will be impossible to rewire our compulsive consumerism and those who think it with the right leaders and legislation, it is possible. It will take humanity’s best qualities to move in this direction, but our history has shown that when we cooperate for the good of the all, great things can happen. Our Founding Fathers changed the course of history by balancing the rights of individuals with the welfare of the whole in creating our country.
Here in Oregon in the 1970s, the Oregon legislature looked at the good of the general populace above individual interests and passed the bottle bill, the beach bill, and the land use planning bill. The urgency of today’s crises is our opportunity to do something equally courageous, profound, and difficult—to create a lifestyle based on an economic structure that incorporates the triple bottom line—people, planet, and profit.
What can you and I do? I want to offer three suggestions: 1, Collaborate. 2, Let Nature be our teacher and ally. 3, Understand how interconnected we are on a global level.
1) I can give you an example of how prosperity looks today under the sustainable and small is beautiful mantra. The key word is collaboration. Take Organic Valley dairy products. You see Organic Valley products all over the country. It appears to be a huge company. But it’s just a collection of small family farms whose success has come from banding together for marketing and distribution. Country Natural Beef and Shepherd’s Grain are similar concepts. Controlling one’s own small operation but collaborating to get the advantage of size, gives these companies presence and power in the marketplace. Some forward thinking fisheries have developed a “catch share” approach – individual fishing families agree to share the seasonal fish allocation so as not to deplete the stock.
2) We are a part of Nature; we’re not above it; we’re not separate from it. We’ve tried to control Nature and what we’ve done is pollute the planet and cause disease and disfigurement of ourselves and the land. Let’s trade our arrogance for humility and learn to work with her. This is the essence of sustainability—not taking from Nature what can’t be replaced and not taking more than can be quickly restored.
If we follow the history of the wild salmon, whose stocks have steadily declined, we can see the ramifications of policies that look at particular needs of one sector of the economy at the expense of the good of the entirety. Nature knows no political boundaries. We need to approach our interactions with Nature, by considering the long term health of regional ecosystems and the planet as a whole. We cannot afford to cater to the demands of specific economic sectors with the loudest voices or the most political clout. The salmon can’t speak but we now know that their health is a barometer of the health of the planetary ecosystem.
The “all you can eat”, “bigger is better” mentality gets its impetus from our national farm policy which, since the 1950’s, has been to produce as much food as possible, made available to the American consumer as inexpensively as possible. The emphasis on quantity has led to practices such as the increased use of synthetic chemicals and genetically modified seed to enhance production—it’s the equivalent of farming on steroids. The unintended consequences of the emphasis on quantity are countless, including the sorry spectacle of feedlots and inhumane treatment of animals for food production, the national obesity epidemic, and huge corporate farms spewing chemical runoff into waterways. Chemical farming only increases production in the short term and, like steroid use, eventually does more harm than good.
Sustainable organic is the antidote to this, with a mindset that looks at the world through a different lens, emphasizing quality and the health of both the people who work the fields and the people who consume the product, as well as the health of the planet.
I’m using farming as an example because that’s what I know, but the same is true of other sectors of the economy. Nature is our ally and teacher; we will do well to treat her accordingly.
3) We’re all connected globally in multiple ways. Barry Commoner’s first law of ecology is that everything is connected to everything else. It can be as simple as pollution from China affecting our air quality, but can also be as complex as the story of the cork we use in our wine bottles. Cork is a renewable resource, coming from cork forests in Portugal and the Mediterranean area. Cork wine stoppers are made from the bark, stripped periodically from cork trees, which themselves live about 200 years. The ancient cork forests have been listed by the Nature Conservancy as one of the disappearing ecospheres important to the biodiversity of the planet.
Cork has value on three levels: as a product made from a renewable resource, (also recyclable and biodegradable); as a protector of biodiversity of the planet, providing habitat for endangered species and a buffer for desertification; and as a source of economic security for a region. Half a planet away, the giant Australian wine industry has been promoting the use of metal screw caps instead of cork. This movement, which has spread to the rest of the world, has threatened the existence of the cork forests to the extent that the World Wildlife Foundation has put out a plea to wineries to continue using cork to save the forests and all they represent. Cork versus screw caps is a controversial and complex issue in my industry and it demonstrates how interconnected we are on a global basis.
I’m not an economist. I’m a farmer and a business person who cares about the land and my community. Running my business has proved to me it is possible to work with nature, think globally, act locally, collaborate, and be successful while mindful of the triple bottom line of people, planet, and profit. Not everyone agrees with this but I think maybe you do. This is an exciting and critical time. We are at the ultimate crossroads.
This April, Stanford professor John Felstiner, was interviewed on National Public Radio about his new book, Can Poetry Save the Earth? It’s a collection of English and American poetry about the natural world. He was asked, sort of as a joke, I think, to pick one poem that could save the world if enough people read it. He didn’t hesitate but picked a poem by our own William Stafford. I’m going to read it to you.
The Well Rising
The well rising without sound,
The spring on a hillside,
The plowshare brimming through deep ground
Everywhere in the field---
The sharp swallows in their swerve
Flaring and hesitating
Hunting for the final curve
Coming closer and closer---
The swallow heart from wing beat to wing beat
Counseling decision, decision:
Thunderous examples. I place my feet
With care in such a world.