Recently in Green Business Certification Category

Proximity Hotel is a "green hotel" and the building's design and construction followed guidelines of the Leadership in Energy and Environmental Design (LEED) Green Building Rating System,™ the nationally accepted benchmark for the design, construction, and operation of high performance green buildings. Proximity Hotel’s goal is to attain the Gold or Platinum Certification.

Here is a sampling of the 70+ sustainable practices at Proximity Hotel:

• Uses 41% less energy than a conventional hotel by using ultra efficient materials and the latest construction technology.
• Utilizes the sun’s energy to heat hot water with 100 solar panels covering the 4,000 square feet of rooftop (enough hot water for a hundred homes). This heats around 60% of the water for both the hotel and restaurant

• Takes advantage of abundant natural lighting with large energy-efficient “operable” windows (7’4” square windows in guest rooms).
• Connects guests to the outdoors by achieving a direct line of sight to the outdoor environment for more than 97% of all regularly occupied spaces.
• Reduces water usage by 33% by installing high-efficiency Kohler plumbing fixtures.
• Uses geothermal energy for the restaurant’s refrigeration equipment, instead of a standard water-cooled system, saving significant amounts of water.
• Will plant a green, vegetated rooftop on the restaurant to reduce the “urban heat island effect.” In other words, the green roof reflects the heat, thus reducing the amount of energy needed for refrigeration and/or air conditioning. It also slows the rain runoff and insulates the rooftop, keeping the building cooler overall.

Green Products Under Scrutiny

Green is the catchword for natural resources conservation in today's marketplace. The short is short and sweet, almost genetic in its core understanding. We love green...the trees and grass and food sources.

But green products and services require a healthy dose of realism and conscience beyond those universal understandings. By one count, manufacturers launched 328 supposedly environmentally friendly products last year, up from just 5 in 2002.

"Environmental" claims such as rcycled content, non-toxic ingredients, lower emissions, etc. must pass Federal Trade Commission standards on packaging and in advertising.

Certifications such as USDA organic, EnergyStar, LEED, and Canadian EcoLogo auditing and verification programs help consumers sort "marketing slime" from verifiable, measurable, specific claims.

The FTC is cracking down on green marketing. They are accelerating review of  aging FTC "environmental claims" requirements ahead of their normal scheduled review. Watch for increased scrutiny...and labeling specifics. Get ready to have your products tested, reviewed, certified and audited if you want to tap into the green marketplace.

Reference: CBS Interactive. May 18, 2008