The Grafters Handbook

by R.J. Garner

"Green" has gone mainstream, and for many companies caring for the environment is not just a philosophy, it’s a marketing strategy. So how does a company that’s genuinely committed to green principles differentiate itself from its greenwashing competitors?
Brand expert Richard Seireeni interviewed more than 30 ""eco-capitalists"" from a broad range of industries—home improvement, transportation, household products, food and beverage, energy, real estate, finance, and fashion. The collective experience of leaders such as Gary Hirshberg of Stonyfield Farms, Jeffrey Hollender of Seventh Generation, and the grandsons of Dr. Bronner, as well as other green experts, are a rich source of wisdom for green businesses getting off the ground or for any business aiming to improve its environmental performance.
The result of these interviews is the ""Gort Cloud""—a term coined by the author that describes the vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that have the power to make or break new green brands.
Integrating the Gort Cloud into brand development and marketing strategies is critical to the success of any aspiring green brand. This ""green community"" can supply technical assistance, venture capital, the first line of core customers, and tremendous “echo effect” in getting the word out quickly and inexpensively. Creating a cause, building credibility, developing a simple and compelling message, identifying core customers and sales channels, deftly playing the green alternative media, and fending off second-to-market competitors are all required to build a green brand. How these skills are put into practice will vary for each business, but Seireeni’s research points toward a set of shared characteristics and basic tenets that every business can use to build a credible and successful green brand.
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Genres: Gardening

320 pages, Paperback

First published July 19, 1979

Reviews

[Ray · Rating 4 out of 5]

An excellent book on grafting techniques for trees and plants. I hope to use some of the techniques i read about in this book. We had an extension class where we grafted 5 apple trees which are now planted and hopefully doing fine in their second year. The grafting onto of older trees and top working as well as sections on methods to use to save and damaged trees were very informative. The overview of possible tools, materials and machines used in grafting was quite interesting. Propagation and preparation of root stocks, compatibility and effects of different rootstock on growth was covered quite well. I would have liked more information regarding grafting of grapes but the author seems to suppose it so easy to not be bothered with it more than a few sentences ... i hope this is true as i would like to try some grape grafts. The copy at our library ( a 1958 edition) though a bit dated is a timeless work of useful information.

[devon · Rating 5 out of 5]

nothing short of phenomenal. it teaches you, from the get-go, to see your surroundings in a completely different light.

[Joy · Rating 5 out of 5]

A very dense book, full of clear diagrams. I'm not all the way through it, and would like to get a copy to keep for reference. Not an easy read, but the most useful resource on grafting that I've seen nevertheless.

[Gntmr]

i.m a reader