Dear Friends,
In Buddhism and more specifically meditation there is something called "the monkey mind". It is a reference meant to give a label to the process of our mind jumping from one thought to the next without ever fully absorbing or understanding the present moment. This label reminds me so much of the current, ever-growing "green" and/or "sustainable" economy that we are riding the wave of.
I have been following this industry for close to a decade now, and I have seen it all. What a lot of economists and corporations both large and small don't understand is that this industry was built on intention. People started off doing things differently simply because they believed in creating things that made our lives and the earth's healthier.
Intention is not something usually found on a profit and loss statement so often times people and companies who are trying to get on the "green boat" simply miss it all together. You see the intention of this industry often times rides on the coat tails of the level of consciousness on the fringe of our culture. The fringe predicts the future; therefore, if you want to be the future, you must be and understand the fringe. The "fringe" and its intensions are constantly changing. When the founders of this industry began selling their wares, being organic was the fringe. Then came fair trade, then living wages and healthcare, then reducing the environmental impact of packaging...and so and so on.
So to all of you who are wishing to ride this ride, I welcome you to the fringe. All I ask is that you take the time to understand the path before you pick the roses.
Strength and wisdom,
Joshua Scott Onysko Founder & CEO Pangea Organics