The Pit Stop

Forty years ago on April 22, 1970 the first Earth Day was held.  The state of the environment was not on the national political agenda and Senator Gaylord Nelson wanted to change that. With the support of President Kennedy, he had a vision of tapping the anti-war “teach-ins” movement sweeping college campuses and organizing a huge grassroots protest over what was happening to the environment.  He invited the country to join him and they did. Earth Day was born, and more than 20 million demonstrators, schools and local communities rallied on April 22nd 1970 to share their concern over the state of their lands, rivers, lakes and air.

This year marks a milestone event in the environmental movement, celebrating the 40th Earth Day with the largest Climate Rally in history on the National Mall this Sunday, April 24th. Political activists, environmental leaders, and celebrities will share their voice in support of political action and human action that can change the fate of our great planet. Schlumpy, BlueAvocado’s plus-size ambassador for change, will join them, rolling past the memorials that represent the leadership of our great nation – the Washington Monument, the Lincoln Memorial, the Vietnam Wall, and the White House.  Schlumpy will invite thousands of Americans to kick their plastic bag habit on his crusade to get 1 billion bags off our streets and oceans (just a percent of the more than 340 billion plastic bags we consume every year).

But at BlueAvocado world headquarters, every day is Earth Day. We were inspired by a simple idea. How can we get our Moms, sisters, and friends to take a first step and recognize that environmental action starts with each of us? Our vision is simply to start with a ripple that leads to a splash.  The coolest reusable shopping system was just our first step, we are now taking many more.  Our triple-bottom line vision allows us to measurement of our economic, environmental and social impact every day with a reminder on a red chalkboard that dons our hallway of our stats to date.  And etched above our door way and on every email, we embrace our mission - “Do good. Get it done.”

We strive to make this real – in our processes, our products and our people. In each of our products, we have a carbon footprint label that invites our shoppers to feel good about the difference they are making, reminding them of the plastic bags and CO2 they avoid every time they shop. And our fabric supplier – Repreve by Unifi – helps us make that easy, reclaiming waste (water bottles & yarn) and turning that into the fabulous products are customers love. So together our BlueAvocado customers with the help of our 600 retailers throughout the US and Canada have helped to avoid 20 million plastic bags, more than 1 million pounds of CO2 emissions and over 100 micro-loans via our 1% partnership with Kiva.org

We are on a journey, and it is our belief that we continuously strive for better. But this year, in celebration of the 40th Earth Day we decided to step up our game.  Here are some of the things that we are doing behind the scenes to reduce our impact on the planet and inspire our collective team members to be part of our ripple - to think and act differently.

• 10% Carbon Footprint Reduction @ World HQ: Every employee calculated our carbon footprint and committed to reduce it by 10% by June 2010, some are taking on projects in their personal life (reusable coffee cups, biking), at their home (air filters) and community (planting school gardens) to find ways to reduce their impact. And we are celebrating this change.
• Our  Sales Team Greens Up: Much of our national sales team has taken the challenge, calculating their carbon footprint for the first time, and making plans to reduce their impact as part of the Earth Day Network manifesto. We are rewarding them for their actions, too!
• Inspired Sur La Table Carbon Footprint Awareness & Internal Green Challenge: This Earth Day Sur La Table CEO issued a challenge to employees to calculate their carbon footprint, strive to reduce it, and receive a gift from BlueAvocado.  The company went a step further, and invited their employees to share the ideas of the ways the company could “green its ways” inviting a GRAND PRIZE for the best idea.
• Support Whole Foods Corporate Team & Stores: BlueAvocado participates with Whole Foods corporate headquarters, inviting their team members to join our billion bag pledge and rewarding them with reusable totes.
• Schlumpy Takes National Stage: Schlumpy will take on the millions at the National Mall in DC this weekend with a goal to get closer to his goal of 1 billion plastic bags, just a fraction of the 340 billion we consume each year that litter our beaches and highways.

So if you haven’t already – calculate your carbon footprint – now.   If you need some ideas on ways to invite change and become a more conscious shopper, click here.  If you are paralyzed as to how to take the first step and don’t know where to start, dump your green guilt for good as it relates to keeping you from going green. Share your concerns with Schlumpy Nation and we will work together (with Schlumpy) to transform it into something magical! And if you’re looking for something to do in your community, find Earth Day activities that you can be a part of right now.  And at the end of the day, it is about reflecting on those values that lie at your personal core and inviting change from that place. Afterall, we are all on the journey - together!

Because just like Senator Gaylor Nelson realized 40 years ago – a spontaneous response at the grassroots level can invite real change.  You are proof of that.

Happy 40th Earth Day to our BlueAvocado family – from one small green business inviting the world to “do good and get it done.”

Big luv! Melissa, Amy & Paige

Recently Schlumpy and the billion bag pledge made a stop at Lollapalooza’s Green Street in Chicago. Not only did he and our amazing team brave the rain (thanks TKO), but he got some serious luv and made a HUGE impact. Check out Schlumpy in the Chicago Sun Times! To date Schlumpy has helped to keep 646,341 plastic bags off the street (and we’re not done calculating:-)

Check out all of Schlumpy’s new friends on our Facebook page and keep an eye out for Schlumpy at Austin City Limits Festival on October 2-4. Thanks to C3 Presents for this incredible opportunity to make a huge impact and for making Schlumpy such a rockstar!!

It is back to school week here in Texas, and for us, that means the opportunity to start anew! Missy started exercising for the first time in 3 years, Amy took a much well deserved couple of days off in honor of her birthday:-), and I have managed to find a bit of time to tap into some vintage inspiration.

But more importantly, as we prepare for our one year anniversary (and the launch of our new winter/spring line which we think you wil luv!!), we are reminded of the core values and our vision in creating BlueAvocado.  One of the key components of that vision is to create an impact  - “where the act of one effect the lives of many.”

And so, as a reminder to ourselves, we wanted to mark a day to consciously start “paying it forward.” Clearly pay it forward is nothing new.   Movies have been made. Studies have been conducted proving that kindness strengthens our immune system. Our favorite talk show hosts (ie. Ellen Degeneres) and self help gurus have conducted social experiments. And now, even iPhone apps are available.

So we are taking it down to basics with our first “Pay It Forward Friday.”  This is simply a step we can take together to collectively set the intention to do good!

We also want to support you in your effort to “Pay It Forward.”  For every 5th person who shares how they get the good on via Facebook and every 20th person who RT our  ”Pay It Forward Friday” message on Twitter, we will provide a free bag for yourself or to pass on to a friend in need of some plastic bag detox.

There are no rules as to how you pay it forward - it could be a donation to your favorite charity, reaching out to a long lost friend or loved one, giving a bigger tip at your favorite eatery, helping a homeless person, letting someone in fron of you in traffic, or flashing a spectacular smile at a stranger. The possibilities are endless and we can’t wait for the sharing to begin!

Look for our reminder Friday on Facebook and Twitter. Here is to ripples that make waves.  As always, thanks for joining the journey!

Editor’s Note: The following opinions are explicitly representative of Paige only. Missy and Amy (thankfully) would never be caught dead coming clean with such confessions below.

I remember the day clearly. Earth Day – 2008. We had just completed the first official version of our business plan and begun to circulate it amongst potential angel investors. I was home channel surfing and found myself in a green programming dream. As a stereotypical “thirty-something female LOHAS consumer” I was a sucker for how this new wave of sustainability had taken on a sudden hip new theme as 30 Rock, Oprah, and other media outlets embraced a new approach to green messaging. Suddenly I found myself on HSN – my heart stopped. Not only had it looked as if they had gone through a new re-branding effort that immediately caught my eye, but I saw that some of my favorite brands were scheduled to be featured.  It was at that moment, deep in my core, I knew – BlueAvocado MUST be on HSN. 

Now first you may ask why would I even recognize that HSN has re-branded? Well, I can’t hide it anymore – I HEART HSN. Perhaps it is the genetic obsession with infomercials we watched while growing up (I am convinced that my father is the first man ever to purchase exercise equipment from TV almost 20 years ago – the Nordic Track), or maybe it is the fact that I am sucker for some good ole’ innovation and the unique spirit of all things entrepreurial. Regardless – I am fascinated and hooked.

It took a period of incubation and some amazing tenacity on the sales front, but a few months later our sales rep had called and the initial first contact at HSN had been made – and there was interest!!

Fast forward almost a year and half after that first “green” HSN moment in my living room, and our dream has manifested into a reality. So as we make our debut on HSN today, I am beyond excited to absorb every aspect of this fascinating subculture of American consumerism. We are joining a long legacy of entrepreneurs and inventors, and we are humbled to be part of this new family.  Check our twitter feed for the latest updates and join us as we all “OUT OUR INNER HSN”!!

There is no question, we have the best customers ever! We really like to call them family (in fact many of them are:-).  From the random citings we see of savvy sisters sporting their BlueAvocado gro-pak around town, to the honest feedback we have received on how to improve our product line and processes,  we got some SERIOUS luv to give. In fact, our solid line was in large part inspired by the men in our lives who so clearly expressed that “we do the shopping too.”

So when we received the following testimonial from one of our new BlueAvocado family members, we knew we must be doing something right to inspire such a hilarious and honest take of a day in the life of a gro-pak. Yes, she wrote in the voice of the raspberry gro.  We always had a dream of personifying our bags, and thanks to this creative and lovable take, we may just have to revisit. Please keep in mind that this is simply one of four emails we received. We will keep you updated.  The “Raspberry Gro Chronicles,” may just be a new staple here on The Pit Stop!  Thanks to “Rosie” for making us laugh and inspiring us.

Dear Missy, Paige and Amy:

I would like to tell you the story about my arrival.  It seems as though “my family” had suitcases packed and placed at the door and were walking out to get in the car and proceed to the airport when I arrived with the UPS man.  I was certainly surprised when Rosie opened my package, said, “Oh, that is soooo exciting!  John, I am going to take this wonderful tote to the beach!”  Well, she kind of carefully placed me in a small zipper compartment of her suitcase.  I might say I was just a little frightened wondering where we were going.  I was here to help with the groceries for heaven’s sake.  I had no idea what she had in mind for me.

I rumbled around in the suitcase and you won’t believe who I ran into.  I was in the same suitcase as pod! Now, not just any ole pod… but the halloween pod that she bought in October.  OMG  we had a great reunion.  She told me that she is always in Rosie’s purse and used so often that she even goes on vacations, etc.  She was very glad to see me and we have had so much fun.

I am sending you a picture of us at the beach.  As you can see, we were used to carry toys, etc.  We were beach bags and have been hanging out together all day.  I just love my new home.  I will write you more later…I an so busy holding sea shells, goggles, sunscreen, crocs and valuable things like cameras.  I am very important to the family and feel so good about myself.

Thank you for sending me here.  I will write more later.

Love, Raspberry Gro

In the midst of moving offices, forecasting  sales goals, gaining customer traction, fulfilling orders, pursuing press, creating new products/patterns, etc, (big sigh), we managed to squeeze in some time to get our new space in check through a Feng Shui Consultation.

While there were many insights that have had an immediate shift in our environment and personal energy levels, we have created a new ritual over here at BlueAvocado HQ.  It is basically an appreciation wall. Under the advisement of our Feng Shui Consultant and our obsession with sticky notes (which we recycle), we have created  3 simple steps to our “BlueAvocado Stick It Theory” that allows us to celebrate and in some cases recalibrate after a frustrating situation.

1. Take a moment of pause
2. Feel the luv
3. Stick It! (with a sticky of course).

This theory can be used to express to others or just to share a moment (ie. I am grateful we are on Amazon, I am glad that Ruby (Missy’s daughter) did not stick a tortilla up her nose this morning, I am grateful for my family, etc.))

We have also found that this can be a great tool when we are feeling frustrated with either each other or someone else. For example if by chance we may be having an issue, we take a pause, try to see at least one glimmer of good, and stick it!   So for all of us who so easily can get wrapped up in victim of our own circumstance, may we suggest a good ole’ “Stick It!!”

As founders of BlueAvocado, Missy, Amy and I could not be more different. We are three women from completely different styles and sensibilities. However there are a few common ties - InStyle being one of them!

Yes, like most women, we each have our own secret (or not so secret) crush on the magazine. While Missy and Amy treasure those rare moments they have to themselves to soak in all the latest fashion musings when not being super moms, for me, there are few days that grant me as much pleasure as receiving my InStyle in the mail. It marks an official golden ticket to do nothing but bask in all the deets of the monthly bible of fashion.

So when we got word that our beloved gro was about to make it’s debut in the May issue of InStyle with Jennifer Garner on the cover, we were beyond thrilled. Being the cautiously optimistic one of the crew, I refused to believe that it was actually happening until I saw it in person - making that trip to the mailbox in April extra thrilling (after checking like a mad woman for days:-)

And just when we thought we couldn’t have more love for InStyle, we were contacted by them regarding a launch party in NYC of their new hair issue with John Freida.  They wanted the gro to be “the bag” of all the fabulous goodies that all the “A listers” attending the event (ie. Ali Larter) would be receiving.

As if all of that was not enough - they sent us a goody bag as a thank you! I mean SERIOUSLY, it is just too much.  I was like a kid on the morning of Chrismukkah when I opened the fedex box and saw the InStyle branded umbrella (super cute), note pads, thank you notes, and so much InStyle love I was beyond myself.

We are beyond grateful to everyone at InStyle for all the support and want to say an official thank you for helping us to spread the BlueAvocado luv and support our vision to help make the planet billions of pounds lighter.  Welcome to the BlueAvocado family Instyle - we heart you!!

At BlueAvocado, Mother’s Day takes on a special meaning. It is not just about honoring our own Mothers who we love so much and are so grateful for.  But it is about honoring ALL the women in our lives - including Mother Earth! It is the girlfriends, sisters, aunts, and grandmothers who at some point in our lives have reflected an abundant love and support system that floods us with gratitude.

And for those of us who have experienced the unbearable heartbreak of losing a beloved woman in our lives - whether it be a sister, mom, girlfriend, aunt, or grandmother, we take a special moment of pause to recognize the hardship of this day - despite how many blessings we feel in our lives.

For all of these women with us today and beyond, we bask in all your precious souls and band together in a collective love, gratitude and inspiration to celebrate a true sisterhood of togetherness.  We look forward to continuing the celebration as we strive to treat ourselves and Mother Earth with a profound joy, compassion, and respect that we are all capable of!

We heart and honor all of you -  Happy Mama Day!

Big luv - Amy, Missy and Paige

Well, we have officially completed our first bout of trade shows. Starting in Dallas for a good ole’ taste of gifting Texas style, to Anaheim and the overwhelming good juju that was permeating the Natural Products Expo, to Chicago where our biggest retail crushes were brought to life.

While we have never been ones to shy away from dreaming big, there have been far too many unexpected dreams realized over the past couple of months.  Despite some minor hiccups and challenges we each had to overcome (ie. for me, being able to bear the smell of cheese from our neighbors for four days at Expo West - which for someone who is lactose intolerant, ain’t pretty), we feel like we have officially graduated from the first semester of our freshman year as a new product.  And frankly, Chicago was really the cherry on top of it all.

Starting with a shout out from the Chicago Tribune as one of the top 5 products at the show, to each of us meeting our dream buyers (and then some), we are humbled by how the housewares community is embracing our little ripening BlueAvocado business.   I for one would have never anticipated the electrifying inspiration from meeting some of the most established and innovative brands out there. I have always been a sucker for a good brand and having an opportunity to collaborate with some of the best is almost too much to bear. And as an additional bonus, our beloved gro-pak was lucky enough to sneak a spot in Ecolect’s Top 10 with some of our favorite and inspired products.

While the next several months will reveal some of the AMAZING retailers we will have the opportunity to partner with, we feel as if we have been ushered into a new family.  Big luv to all our new friends in the buyer world - especially our amazing team of reps making our dreams come true.  We heart you!  Dallas Gift Market, Expo West, and International Housewares 2009 Forever!!

ps. what’s with the picture? - well we were fortunate to be featured in an interview that aired over 1100 times over the course of the show - Missy’s expression really says it all:-)

Editor’s note: Thanks to TKO for the following contribution to “The Pit Stop” - we are so proud!!

When BlueAvocado asked us at TKO to share the excitement we encountered at the 2009 Austin ADDYs and our ADDY wins (yes, plural) on their blog, we jumped at the opportunity, since it allows us to brag about our success while simultaneously praising a brand we love (or luv! as Paige would say).

So after a 3-year hiatus from the Austin ADDYs, we prepared for what we hoped would be a triumphant return. Would we achieve greatness amongst Austin’s best or remain unrecognized despite long hours of pain and suffering for the love of the craft?

We arrived at the Long Center fashionably late, put on our game faces and headed for the bar. (It’s important to be armed with the perfect cocktail in case of unfavorable news and/or potential awkward run-ins.)

As we skimmed the elaborate displays of creative work that is Austin’s top talent, we saw the usual greats- Southwest Airlines, Shiner Brewing Company, BMW, Whataburger, and quickly realized these were the winning campaigns. Our eyes darted back and forth across the room-long displays in search of our work.

And there it was, our baby, BlueAvocado, the brand we helped mold, holding its own among the well-established, corporate brands. The display lights perfectly accentuating every detail of the avocado-shaped packaging and logo. It literally felt like the Gods were smiling upon us, our dose of good karma received!

Taking home two awards for our work with BlueAvocado meant more to us than any other potential win because we’ve been there from the start- from brainstorming the perfect company name to designing the business cards, to the introduction of the product into Whole Foods. It’s not just about seeing our work; we’re emotionally invested.

The BlueAvocado brand has achieved much success since it’s brief stint in the market, but the beauty of the brand is continually seeing customers, retailers, team members, marketers and advertisers “get it”!

This is just one of the many joys we’ll share with BlueAvocado on their journey to rid the world of billions of CO2; however, it won’t stop us from taking time out to celebrate this particular success with all we’ve got! So here, here to our triumphant return to the ADDYs as we share this joy with our favorite eco-divas!

We’re back!