The Grafters Handbook by R.J. GarnerGreen 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.
Contents Introduction Tools and materials required for grafting and budding Repair grafting Introduction Most plants multiply from their seeds. Certain plants are preferentially multiplied from their parts such as stem, roots, or leaves. Multiplication of plants using parts other than seeds is known as vegetative asexual propagation and the resultant plants are referred to as clones.
Jul 14, The grafter's handbook by R. J. Garner; 9 editions; First published in ; Subjects: Grafting, Internet Archive Download for print-disabled. 1.
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Click on the cover image above to read some pages of this book! Formatting may be different depending on your device and eBook type. Garner's The Grafter's Handbook is the classic reference book on plant propagation by grafting and has now been revised and updated for a new generation by respected horticulturalist, Steven Bradley. Everything the dedicated amateur, student and professional horticulturalist wants to know about grafting is here, clearly written in a concise and straightforward style. Help Centre. Track My Order.