Green Business: The Green Market a “Best Startup” for 2009 (Entrepeneur.com)

So most people know that “Going Green” is the new thing, but now the Green Movement is in full swing. Entrepreneur Magazine has labeled the Green Market one of the best startup markets for 2009. Since we’re already half-way through, you better get moving.

Green Market

The fact that the LOHAS, or Lifestyles of Health and Sustainability, market is currently worth $209 billion should be enough to get your attention. If it’s not, then you’d probably be better off focusing your energies elsewhere.

If you’re nibbling at the bait, however, it’s important to note that there are multiple segments to choose from. From water and clean energy to the exploding organics segment, the possibilities are endless for entrepreneurs looking to make a difference while also making some green of their own.

“We’re undergoing a significant environmental shift,” says Jared Krause, 29, CEO of Santa Monica, Calif.-based Goodlife.com. The site, co-founded with Gunnar Lovelace, 31, and Summer Hoeckel, 36, is a newly launched online community, directory and calendar for goods and services in the wellness, green, spirituality, nonprofit and entertainment sectors. “There’s a recognition that we’re facing an environmental crisis the size of which humankind has never seen before.”

The flip side to this grim outlook, Krause says, is that businesses and consumers alike are collaborating across geographical, social and political lines to bring about positive environmental change.

One such business is Numi Organic Tea, a $12 million organic and fair trade tea company in Oakland, Calif. Founded in 1999 by brother-and-sister team Ahmed and Reem Rahim, 40 and 42, respectively, the company sells its products wholesale to such national retail outlets as Whole Foods, Wild Oats and Safeway’s Organic Marketplace, and also operates the Numi Tea Garden tea house in Oakland.

Reem, the company’s chief marketing officer, notes that the company didn’t always use organic tea in its products, but she and Ahmed recognized the importance after a few years in business. “As we got into it, we knew it was important to transition to organic,” Reem says. “We saw our imprint in terms of what we were doing and how much we would purchase, and knew we had to make the transition.”

One caveat about the green market: As consumers see more and more companies going green, they may grow weary–or even leery–of the message, no matter how noble the intentions. So focus on gaining media attention with an innovative product or service, and not only will you get free publicity, but you’ll also be more likely to gain a loyal consumer following.

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