Coco Eco Magazine

Images Courtesy of Virgin America.

As I recently experienced at a dinner party, ask any man who they would be if they could be anyone else in the world, and the answer is Sir Richard Branson (apparently even George Clooney feels the same way!).  He is just so impressive that people want to be him.  And why not? Beyond being an enigma; a record-breaking, handsome and adventurous Forbes Billionaire; the most iconic and irreverent entrepreneur of our century; and the flag bearer for doing great business and creating a better world, Sir Richard Branson is a bit of a legend.  Also immersed in the fight against Global Warming; a Space pioneer; and the man that launched one of the most successful independent British record labels of all time (as well as revolutionizing a host of other industries), Sir Richard stands as a cheeky 21st Century hero for all that’s innovative, just, and fun in the world. 

Clearly no stranger to daredevil publicity stunts, Sir Richard’s antics include jumping out of a helicopter with a box of Milk Tray in his teeth upon his arrival to his wedding on Necker Island; Rolling into Times Square in a tank having rigged the Coca-Cola sign with pyrotechnics when launching Virgin Cola; And scaling 407 ft down a casino to announce the launch of the Virgin America LAX to Las Vegas route.  Though let’s not forget his legitimate escapades such as record-breaking hot air balloon and speedboat adventures, and rescuing kidnapped British Nationals from Saddam Hussein’s capture during the Gulf War.

Images Courtesy of Virgin America.

However, surprisingly-so, Sir Richard is somewhat humble, balking at the idea of being termed a billionaire, and instead intentionally choosing to use his likeness and brand to make a difference on many life-changing global initiatives.  Having been knighted by the Queen in 1999, it would be easy to consider him a so-called-Knight-on-a White Charger; A modern day Sir Gallaghad, but that would be too predictable.  This handsome daredevil, charging through life in his white spaceship, is truly legendary and one only need spend minutes in his presence to appreciate that. During one such meeting, I cheekily persuaded him to grace our Men We Love column with an interview!

Coco Eco Mag: Sir Richard, if I relayed the story of how this interview happened, no one would believe me.  You are curiously accessible for such an icon.  Do you believe this has contributed to the success and branding of the Virgin Group? 

Sir Richard Branson: Hmm..I’m very interested in that story…I have a feeling it may have happened onboard a flight. The Virgin brand tries to do the right thing for people and the planet: we aim to create memorable experiences through brilliant design and innovation that people want, and we do it with fun but also with respect for the planet. To do that, we listen and learn, and there’s no better way to do that than with our customers. Some of the best ideas come from them so we encourage our staff to talk and listen. I love walking about and talking to our customers because they offer useful suggestions on making their experiences better. Virgin America asks guests to send instant feedback from their seats through their Red in-flight entertainment system. It’s brilliant and so easy. I know Virgin America reads all of them and has adopted more than a few ideas. And all our companies use social media to chat with their customers, sometimes when they are using our free wifi up at 35,000 feet!  

Images Courtesy of Virgin America.

CEM: You are a role model to budding entrepreneurs all over the world.  What do you think has been the foundation of your success? 

SRB: One of my favorite phrases is: “screw it, let’s do it!” My parents’ approach to life was that you shouldn’t sit around watching what other people are doing. You should get up and do things yourself. You have to be willing to take risks and try things. Had I not thought to charter a plane and gotten myself, my wife and other stranded passengers home after an airline cancelled our flight, I would not have started Virgin Atlantic! Twenty-five years later, you can fly around the world on Virgin airlines.

Images Courtesy of Virgin America.

CEM: What would a typical day in your life look like?  Is there such a thing?

SRB: No typical day, thank goodness. In the last few years, most of my time has been spent with Virgin Unite, the Virgin Group’s philanthropic arm, to build business-nonprofit partnerships that help resolve conflict and also a number of social problems. We use our entrepreneurial strength in creative ways to make a difference globally.

CEM: You have exhibited utter fearlessness throughout your career, whether it be on one of your record-breaking adventures, taking on Big Business, starting an airline, revolutionizing industry, or rescuing hostages under Saddam’s regime, to name a few!  Do you thrive on the adrenaline of risk-taking, believe you are invincible, have nerves of steel, or a combo of all three?

SRB: Well, I certainly don’t think I have nerves of steel – and I’m far from invincible. But I do love a challenge and knowing that I’m living life to the fullest.  You certainly have to be a risk-taker to succeed, but overall I just like to give things a go — and have a lot of fun trying.

Images Courtesy of Virgin America.

CEM: Who or what inspires Sir Richard?

SRB: I’m greatly inspired by Nelson Mandela.

CEM: Through Virgin Unite, you’re fostering a new and exciting breed of entrepreneur. One who combines both a passion for innovative business models with a dedicated social responsibility?  Can you give a brief overview of VU’s directive?

SRB: Virgin Unite was launched to tackle social and environmental problems by using an entrepreneurial approach – in short, we think differently about how to address big problems. Virgin Unite works on three areas: big ideas like The Elders and Carbon War Room, business mobilization (helping our businesses mobilize their staff and partners using their business strengths), and entrepreneurial incubation such as the Branson School of Entrepreneurship in South Africa and soon a young entrepreneurs program in the US. We use business as a force for good, and both our companies and our partners are energized by this basic and exciting principle. For example, Lady GaGa, whose tour Virgin Mobile is sponsoring, was so impressed by the company’s dedication to homeless youth, that she decided to match up to $25,000 in donations going to our youth homeless partners. And in South Africa, Virgin Unite has built public-private partnerships to tackle health care issues. The South African government and Unite started an initiative modeled after the US’ Center for Disease Control to deliver high quality data, quickly share best practices, and coordinate responses to and control serious health crises.   

CEM: I am particularly interested in the Carbon War Room. What is its mission?

SRB: The Carbon War Room is working to identify, speed and scale solutions that work for business and the planet. Our new global initiative started with the help of Virgin Unite and its partners by bringing together successful entrepreneurs, business leaders, policy experts, researchers, and thought leaders to focus on market-driven solutions. Our founders include some of the world’s leading entrepreneurs and institutions who are passionate about helping to tackle this problem. In Copenhagen last month, we convened unlikely partnerships within the shipping industry to showcase efforts to increase efficiency and reduce greenhouse gas emissions using innovative low carbon technologies.

Images Courtesy of Virgin America.

CEM: Let’s discuss the Virgin Earth Challenge.  $25 million for a way to clean the carbon from the sky.  How’s that going?

SRB: We started the prize because removing the lethal amount of CO2 from the earth’s atmosphere is a big problem and we wanted the best minds to figure out how to solve it. Man created the problem, man should solve the problem. It’s as simple as that. The Virgin Earth Challenge offers $25m for whoever can demonstrate to the judges’ satisfaction a commercially viable design resulting in the removal of atmospheric greenhouse gases. The prize has gotten people thinking about the role of man in global warming and devising solutions on all fronts. To be sure, it is a lofty goal – and we’re continuing to incubate the initiative with leading academic institutions. I have no doubt that the prize will eventually help a team of researchers get to the next stage of development.  Basically, I believe in our resourcefulness and in our capacity to invent solutions to the problems we have ourselves created. There is no silver bullet for climate change, but the idea is to get to as many solutions as quickly as possible.

CEM: Virgin puts its transportation company profits into developing clean energy alternatives. Virgin Atlantic was the first airline to fly with biofuel.  Quite a feat!  What other sustainability measures does the Virgin Group have in place to counteract the aviation industry’s carbon footprint?

SRB: We hope that our family of airlines can have a positive influence on the movement.  We are, for example, the first carriers to call for global legislation on airline CO2 emissions. Virgin Atlantic was the first to fly with renewable fuels, and Virgin Blue was the first to offer carbon offsetting to their passengers. Virgin America’s upfront investment in new planes and fuel-saving practices means its fleet is 25% more fuel- and carbon- efficient than the average US fleets.  In 2009, Virgin America became the first US airline to commit to documenting its carbon footprint via internationally- accepted standards on The Climate Registry and to offer guests carbon offsets in-flight, via the Red system.

Global warming is the greatest single challenge facing our world today. Although we represent a small part of the aviation industry, we have a high profile as a global brand and our companies are each doing their bit to raise awareness, choose the best partners, and encourage their customers to act responsibly.

Since 2006, Virgin Group has been reinvesting all profits from our transport related businesses to clean energy. And through Virgin Green Fund, we’ve plowed investments into clean technology such as Green Road, whose automated service tackles inefficient and unsafe driving to reduce harmful vehicle emissions and lower the cost of operating vehicles. 

CEM: Just for fun, anything left on your to-do list?

SRB: We can’t wait for the launch of our commercial spaceline, Virgin Galactic, the world’s first. I’m very excited about our new F-1 racing team. I am also looking forward to more Virgin America launches. The local markets are so excited and supportive of the airline and the launch parties are brilliant: wouldn’t you agree? 

Images Courtesy of Virgin America.

One of a new breed of Econoclast, Sir Richard is a personal hero. Committed to the war on carbon (including making his personal retreat Necker Island the first carbon neutral island in the world), he is leading the revolution in the search for a solution to Global Warming via biofuels, technology, and a healthy dose of entrepreurialism.  If all of that were not enough, he is also making commercial space travel viable, and greening it at the same time (he ensures that flying into space with Virgin Galactic will release less C02’s than a person flying from London to New York and back on an Upper Class Virgin Atlantic ticket, whilst NASA’s Space Shuttle has the same environmental output as the population of New York during the average weekend*).   However, always present within his endeavors is a sense of fun, and it is always branded in the Virgin-esqe cheeky, irreverent, and sexy sense of humor.

Sir Richard Branson is the poster child for living life to the fullest, doing good business whilst making a global difference, and having the most fun doing it. Across the over 200 companies under the Virgin umbrella, or the 50,000 people he employs, Sir Richard represents the accessible and aspirational spirit of the Virgin Group brand.  Now, he is also almost ready to lift off into space with Virgin Galactic, and in the process blow us all away again!  Incidentally, he has named his first spaceship, VMS Eve, after his Mom.  Now what on Earth about this man is not to love?

* Quoted from Richard Branson Business Stripped Bare

INTERVIEWED by: Karen Snyder
PHOTOGRAPHY provided by: TransFair USA

INTERVIEWED by: Karen Snyder
PHOTOGRAPHY provided by: TransFair USA

Paul Rice is the President & CEO of TransFair USA, the leading Fair Trade certification organization in the U.S. Since launching the Fair Trade Certified label for coffee nine years ago, Paul has helped establish Fair Trade as one of the fastest growing segments of the food industry.

Please describe fair trade and its value to consumers in your own words.
It’s all about fairness and hope. In my mind that extends to not only to farmers and farm workers all over the world, but also for consumers who want to make a difference but don’t know how. Something as simple as a daily cup of fair trade coffee is a powerful act that reaches across the planet and helps other people. To me fair trade is all about hope.

I used to live in Nicaragua. I was there for eleven years and I worked with farmers and saw a lot of poverty and hopeless. People who worked their whole lives, yet were not able to afford to send their kids to high school, or pave their home’s floors or have clean water in their villages. The farmers looked to the government and charity to solve those problems.

INTERVIEWED by: Karen Snyder
PHOTOGRAPHY provided by: TransFair USA

When I started PRODECOOP, which was Nicaragua‘s first fair trade coffee export in 1990, I joined a journey with 3,000 small coffee farmers that turned the whole business model from one of powerlessness and hopelessness, to one that allowed farmers to be self-reliant. Through PRODECOOP, families put food on the table, fixed the community school, and cared for their kids with their own resources–their own money based on the principle of a fair price for their labors. Witnessing this made me a true believer in fair trade.

Which of your strategies brought about deeper awareness of fair trade in North America?
Frankly, I think it was the early recognition that fair trade is a multi-stake model which depends on the involvement and success of all partners in the system. Key partners are consumers, producers and companies. Historically, the trade mentality, as seen in Europe, saw it as a global alliance between rich countries and poor farmers. Industry was a necessary evil of getting products to markets. When I brought the fair trade movement to America, I really rethought that mind-set. My thought was that capitalism and stainability can be combined. So far the fair trade model has shown that profitability and social justice can go hand-in-hand.

At TransFair, we help companies tell their story and reach the 20%-30% of American consumers who consider themselves an “ethical consumer”–that is 40-60 million people in this country who on a regular basis are shopping with their values. This consumer is really transforming capitalism, by encouraging companies to seek a wedding between profits and stainability.

What has been the hardest part of educating the American consumer about fair trade?
Here in the U.S., we really position fair trade products as a quality product first, with the secondary message of “you are helping the poor when you buy.”

In the early days, retailers were open to bringing in fair trade goods, but they made it very clear that the product could not taste like sh-t. The stores could not charge a premium price if the product tasted bad. Farmers had to invest in quality. We took that message back to the farmers, and raised money and invested in training, quality control measures, machinery, and cupping labs. Then we had coffee farmers enter coffee contests around the word, and they starting winning award after award! Now we could go to consumers and say, “Buy this coffee not only because it tastes excellent, but also feel good when you buy it because you are helping farmers get out of poverty.”

INTERVIEWED by: Karen Snyder
PHOTOGRAPHY provided by: TransFair USA

What are your goals or desires to extend fair trade beyond agricultural based products?
It is really interesting to see major brands and retailers doing so well with their current line of fair trade food products that they in turn are coming back to us asking, “What more can you do to extend fair trade?”  If you look at the rapid expansion of fair trade products in the U.S., that expansion has been driven by businesses eager to expand fair trade. We have moved from coffee and tea to rice, sugar, honey, wine, and much more. Now we are exploring how to certify toys, apparel, gold, sea food and timber. Certainly the standards for fair trade food will be different then apparel, but the principles of fair trade will be valid and applicable. Namely, environmental stainability, fair price, living wages, and community funds.

One exciting development that we are in the pilot phase of is farm-to-factory apparel. We wanted to go beyond the farmers who raise the cotton, to the factory workers that are creating apparel. So now we have come from certifying single composite products like coffee and tea,  to multi-composite products like chocolate and body-care, to factory produced products in the spring of 2010.

What is your number-one concern with the fair trade movement at this time, and what solution do you see?
As fair trade as grown, so too have alternative methods of certification where the standards are lower to make a lower price point. To a consumer that is not aware, when shopping, that shopper may not understand the difference between a fair trade label and another certification. That person may go for the cheaper product not understanding that the means less money going back to the farmer.

Any closing thoughts?
I think we are very close to seeing a fair lifestyle coming about. Fair trade really fits into the current business trends of more sustainable supply chains, greater transparency and greater product traceability.

I really believe that people want to make a difference but are stressed with the tasks of daily life. We all eat and we all shop. By turning our act of eating or shopping into an act of grace and goodwill, we have done something truly remarkable for people everywhere. Every purchasing act is casting a vote. Stand up and be heard with your purchasing dollars! **

TransFair, USA
www.transfairusa.org

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Alicia Silverstone is one of those very special celebrities.  To start with, she was that girl in the Aerosmith videos, that every teenage girl wanted to be, and every red-blooded male wanted to sleep with.  Then came Clueless, Batman and Robin, Excess Baggage, Love’s Labour’s Lost, Beauty Shop, and Storm Breaker.  But more interesting than her career path is the fact that she seems very much a reluctant celebrity.  She doesn’t overly promote herself, choosing the projects she attaches to very carefully, and you learn upon meeting her that this girl is all about what’s best.  What’s best for herself, her body, and the planet!

When you know you’re going to be interviewing Alicia, you might be inclined to get a little apprehensive.  After all, she is the original celeb animal activist, a strict Vegan, having swum nude in a PETA video (which was subsequently banned in the US), and therefore someone who might make the most eco-inclined girl feel a little like an under-achiever!

However, when she arrives for our Nov/Dec cover shoot, casually dressed in sweats, it is immediately apparent that whilst fully committed to and passionate about her lifestyle, she is not in the least bit judgmental or patronizing of others who aren’t.  She is sweet, gentle, and open.  And very busy.  On a beautiful October afternoon, whilst in the middle of a whirlwind tour for her new book, The Kind Diet, and on the verge of leaving for rehearsals for her new Broadway play, Time Stands Still, she graciously sat down to catch up with us.

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CEM:  Tell me about The Kind Diet.

AS: I wanted to redefine the word “diet” as most people think of depravation and calorie counting, and sacrifice, and all kinds of horrible things, and the word “diet” in the mid-1600’s was described as a day’s journey, a way of being, which is really beautiful.  The Kind Diet is about being kind to yourself first, and by being kind to yourself, truly, that is also being kind to the planet and to all creatures at the same time, so it’s a win-win for everyone.  By being kind to yourself, it’s putting yourself first.  I do deserve to feel my best, and look my best, and by making the right choices, really healthy choices that nourish you, so that when you get older, you’re not slowly falling apart but instead getting stronger and more healthier, feeling more vital than you have before.  I feel younger now than I did at 19 and I think that’s pretty awesome.  The kindness part of it is also that we don’t put ourselves first, and I know I used to always be putting everybody first before me, and I until started realizing that if I didn’t feel good and if I wasn’t taken care of, nothing would go right.  You want to be operating from your truth, and when you’re gunked up, and have all of these bad things inside of you, and you don’t know because you’re used to it, and it’s normal.  You can’t hear your heart, or your gut, or your instincts, they’re all just mucked up, so once you’re free of all that, and you start to peel away all of those layers of gunk, your heart and your body starts telling you what is right, and what’s your next move, and you realize that unless you take care of yourself, we’re useless to anyone else.  We’re all running around trying to do so much, and believe me I’m guilty of it too, and used to be really guilty of it, but now I know how to go “Wait a second.  Stop!”  Like the second I start to feel like that, I feel more concerned that I need to stop because I am not going to do as well.  You have so much more energy, and you are so much more productive, and your brain works so much better when you are taking care of yourself first.  You may think, “Well I don’t have time to take care of myself.  I’m too busy.”  It’s always the thing that goes out the window first, when you’re busy is you, but really if you put you first, everything else gets done much easier, so that’s really what the book is about.

We’re also so dependent on coffee and Tums and anti-biotics.  We think it’s normal to take these pills, to need coffee to get up in the morning, and I’m not trying to say you can’t have coffee, but I am saying that you shouldn’t need it.  It’s a sign of in-balance.  There are all these things like sugar that are throwing us off, and it’s really about restoring balance and nourishment to your body, so food is nourishing so you are balanced and vital, and you don’t need things.  You want things for either pleasure’s sake, or to heal yourself, and you’re using food as more of a healing tool, but still being delicious.  That’s what The Kind Diet is all about.  Never sacrificing taste or beauty and fun, and all that.

CEM: It’s interesting because societally that is not what we’ve been led to believe.  We’ve been raised with milk and meat as part of our diets, and if you get sick you take anti-biotics.  It’s a re-education, a new lifestyle.

AS: A lot of it is that we’ve just become such slaves to the financial thing, like doctors are the end-all be-all.  We look to doctors for everything, and have removed our responsibility from everything.  When you get sick you never think, “What did I do that made me sick?”  You think that someone has to heal you and that’s just continuing the problem.  I know that if I start to get run-down, I know exactly what I did to cause it, and can look back and say “Okay, here’s what happened.  Of course!”  And the good thing about identifying it, it’s not so I can beat myself up, it’s not like a punishment.  It’s just simply acknowledging, and then knowing here’s how I counter that.  Here’s how I balance that out.  These foods will heal that.  For me, it’s really about having my own medicine cabinet in my home, which are my refrigerator and my shelves of good food.  It’s using food as your medicine.  In Eastern medicine, you would go to your doctor to keep you well.  They didn’t give you pills, or drugs.  They would just do all kinds of alternative therapies, just to keep you well, and if you got sick, you would fire your doctor.  It’s the opposite in our culture.  We go to our doctors when we’re sick, and get fed pills, and cut up.  Unfortunately nutrition is an optional course in medical school, which is really insane.  There are some really good doctors out there but most of them do not know, and you’re probably healthier than they are.  If you’re reading this book, you’re a step ahead!

CEM: How does a girl like me take this on?  I’m probably two-thirds of the way there, but I’m always on the run, so what do I put in my fridge?  What about us girls that don’t have time to cook?

AS: Why I really want people to read the book and digest the whole experience is because we all think we have no time, and I can promise you I am busier than probably any person I have ever met.  I really am.  With that said, because I am so busy, I’ve figured out that if I can’t cook it today, someone has too, so who’s that going to be?  Is it going to Real Food Daily, or is it going to be my husband, or my friend?  Like, who’s going to help, do you know what I mean?  What I’ve figured out personally is that if I sacrifice my food, which sometimes I do, believe me, it’s the first thing you forget, yourself, when you get on that hamster wheel, and you’re just so busy, and believe me, this time right now for me just is, so when I am on the road, I start to get a little bit “Oh screw it.  It’s too complicated,” immediately everything changes.  Immediately I start to feel less good, and I start to get really grumpy, and wonder why the world seemed so doomed, and the second I get home and eat properly again, the whole world is beautiful again.  It’s that magical.  It’s that true.  The “busy” factor is this: first of all there are many, many convenience foods that are better choices.  If you’re talking about milk or cheese, you can get really good nut milks or soy or rice milks that will do the same thing for you.  You’ll find replacements and in the book we give you full transition lists.  There’s all kinds of transitions but ultimately what I really want you to get to the point of doing is realizing that you are more important than all your schedule, and that whatever you do, once you take care of yourself, that will all become easier.  You have time for everything you want to make time for, it’s just that when do you matter most?  It’s just about adjusting your priorities and if your health isn’t your priority, I don’t know what is.  Once you start to realize that feeling good is not in an alcoholic beverage and not in pills, or spending a lot of money.  All of those things are not where the true joy comes from.  True joy comes from just breathing and being sustained, and feeling your heart, and feeling connected to the Universe, and all of that comes from food.

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CEM: When did you begin your eco-conscious journey?

AS: I started to meet all of these really amazing people. Woody Harrelson and his wife were really inspirational to me about the green movement, because at the time it was more about animals for me, and then I started to learn about the health stuff.  When I made these changes, all of these incredible things started to happen to me.  My skin started to glow, my nails got really strong, my eyes got really white, my hair was growing like crazy, and my body slimmed down.  I had so much energy, and was like, “What is this?  Is this just good Karma?  What is happening?”  I started looking into it and found there were all these good doctors who are curing cancer, heart disease and diabetes on a daily basis from this diet, and people like Bruce Lee and all these amazing athletes like Carl Lewis who didn’t become veggie because they cared about animals.  They wanted better performance; they wanted to have more energy.  That’s where my focus was because I was fascinated by it.  When Woody and I started spending time together he would talk to me about products, and how things were loaded with chemicals, and I was like, “What are you talking about?  I don’t want to waste it.  Somebody gave it to me!” and he explained that first there was all these chemicals I couldn’t even read, and where did I think it was all going?  Your skin is your largest organ and it’s going right inside of you.  Where is it going in the planet, and how did it get here, and how was it made.  When it’s natural, it’s so much easier, and the good news is that no-one’s testing lavender on bunnies!  It’s all-good.  That was my introduction to the green movement.  I used not to think about the environment being our home, and needing clean air and clean food.  Who thinks about those things when they’re 21?  Well I think kids are now, thank God, but I wasn’t unfortunately.

CEM: Well, better late than never!  What was your defining moment from veggie to Veganism?

AS: I went straight Vegan although I flirted.  In my book I define it as Flirts, Vegans, and Superheroes, so that gives you an entry point.  If you’re a person who just wants to feel healthier, or wants to look your best, or you care about the planet, but you think you don’t want to be a Vegan, that’s fine.  This book is still for you, it’s actually especially for you because it gives you all the baby steps to get there.  I want to stop this idea that it’s all or nothing, that if you think you can’t do it, then you do nothing.  We get nowhere that way, but if you take one step at a time, and you have the truth and the information, then you can make an educated decision.  We’re all walking around so uninformed so we don’t know what this product is doing to our body.  In the book I outline the nasty foods; they’re nasty to you and here’s why; what’s nasty to the planet; and then what’s good for you.  You are armed with information so when you’re out in the world you remember what’s not good and try and eat less of it.

CEM: It’s one thing to adopt a specific lifestyle, but to write a book?  What was your inspiration?

AS: I’d been collecting information for about 8 years and had this very large file, but it just seemed like such an epic project and I didn’t really believe that I could do it.  For many years I’ve been helping friends, and I would give them great pamphlets of information.  I also wanted to make sure it had the most delicious food in the world because I really love food, so not just have a book that had a few good recipes, but a book that had all good recipes, and when you opened it up, you knew what you were getting into.  Finally, I was pushed by one particular person who convinced me the time was now, and set me up on a meeting.  Once I met with the Publisher, I felt like I had a ticking clock.  You have a deadline and you have to do this now.  It took a long time and it was a really big project.

CEM: Do you grow any of your own food?

AS: Yes, at different times I have grown a lot of my own food, and right now I’ve got minimal.  I’ve got my avocados, lemons, chives, oregano, oranges and strawberries, things that are easy and basic.  I’ve had at times a full working garden with corn, lima beans, and sweet peas.  Instead of planting flowers, I plant food, and I think it looks really beautiful.  I love Sweetpeas – they are so beautiful.  They’re usually in wedding bouquets, but then it’s almost like a stoner moment where you’re like, “There’s peas growing in there.”  They’re so beautiful and taste so good, and it’s really fun. 

CEM: Living Vegan as a way of life, beyond just your diet, how easy is it?

AS: All I can say is this is the best thing that’s ever happened to me in my whole life, and it continues to reward me.  Any effort that’s involved is so ridiculous in comparison to how beautiful it’s made my life, and it’s the easiest thing in the world.  I’m a Libra so I guess not brilliant at making decisions, so it sort of narrows the playing field.  If I am going to choose a material to cover a couch, I don’t have a million choices.  It’s as simple as what’s good for the planet, and what’s good for my health, and then what’s the most beautiful option within that.  The great news is that you don’t ever have to compromise style so I think it is very easy to live this way, and then the rewards you get back for being compassionate and caring I think it would be really horrible to not be awake to this.  It feels really gluttonous to me to live any other way.  I could not do it ever again.  I could never not care about every single thing, where it came from, where’s it going.  When I came here and saw the cups I was like “Oh no,” but I saw that they were compostable, and I’m really happy, but I would think about those things and I would probably not have taken the cup.  Sometimes I have to be “Okay Alicia.  You have to drink water so let’s not be crazy here.”  It’s always making those conscious choices.  It’s not effort.  It’s gracefully my responsibility for being lucky enough to live on this planet.  Putting things in the compost is fun.  It always gets me thinking about children and how they fit in.  How beautiful to share what this life really was, how our families taught us.  Our families before that actually did things this way, and we’ve just gone all backwards in this convenience mode.  We’ve made things so convenient that they’re no longer convenient, and we’re suffocating ourselves.

CEM: How would you advise women that are still eating and wearing animal products to get started?

AS: I would just say read the book because there’s no judgment on that.  It’s just perhaps they don’t have the information and this book is a really great way to get great information, and to really give them a reason because they probably don’t know.  If you consider yourself an Environmentalist yet continue to eat meat, you probably just don’t know that it is the biggest contributor to Global Warming.  I think the key thing is do you want to feel your best?  Do you want to stop looking for that perfect cream that’s going to make your skin glow, or that perfect mascara, and not need any of it because you just look so gorgeous because you’re naturally glowing?  Your organs are happy and you’re sleeping and rested because you’re not trying to digest all these horrible things.  It’s about getting informed, and I think this is a good book for the mainstream, the how’s and why’s.

CEM: Do you have any eco-sins?

AS: Well I just don’t like that we have a pool.  It bothers me, but it’s there now so what are we going to do about it?  What I do is make it open to the community, so in our neighborhood, people come over and swim.  That makes me feel a little bit better about it because it really bothers me.

CEM: What is your greatest inspiration?

AS: I’m actually inspired by trees, and the sky, and the ocean and sun, and children, and whenever I see anyone who’s making any kind conscious choice, I am very inspired by that. 

CEM: What are your greatest peeves?

AS: Unkindness.  When people are unkind, it kills me.  And unconsciousness.  But you know what?  We were all unconscious at some point, and I’m sure I was too.  I guess the thing is, when people’s hearts aren’t open, it’s hard.  I’m always searching for an open heart.

CEM: If you could change one thing, what would it be?

AS: That no one would eat animals anymore.

Vintage Claude Montana Suit  SIELIANS BOUTIQUE www.sieliansvintageapparel.com
Vintage ring  SIELIANS BOUTIQUE www.sieliansvintageapparel.com
Make Up by Marco de Souza, using Jane Iredale
Hair by Brian Bowman using David Babaii for Wildaid
Wardrobe Assistant, Laura Hollabaugh
Manicure by Nettie Davis using Zoya
Location, 1301 Preston Way, Venice, with special thanks to Joseph Treves and Deasy Penner.

CEM: Love it!  Now before you go, let’s chat about Time Stands Still?

AS: It’s on Broadway from January.  I first did it in LA with Donald Margulies and Daniel Sullivan, that’s the Director and the Playwright.  It’s about a journalist that comes back from somewhere like Iraq, a war zone, and her partner who is also a journalist has had it with the whole thing, and wants to lead a comfortable life, and she doesn’t.  My character questions, “Does your work do anything?”  She asks truthful questions, like,  “Are you even happy?” and “What are you doing to contribute?”  And it’s funny because I would be like “Yes,” but she just doesn’t get it although she asks really important questions like is it okay to put a camera in front of a person who is dying, and what good does that do?  It’s about a lot more than that, but that’s the quick answer!

CEM: Changing the subject, I really like your new ecoTools brush and cosmetic bag line.

AS: Oh good, good.  It’s really pretty.  I am so excited.  It’s a really beautiful, affordable, good quality product that just happens to be green, and I think that’s fantastic.  We’re already starting to develop our next line.  It’s this tricky thing for me though because the truth is, I don’t want to ever encourage people to buy things.  That’s one of my pet peeves, is that everyone wants things, and more things, and then there are things everywhere, we don’t need more.  But the good thing is if you’re in Target and you need make up brushes, or you need a cosmetic bag, instead of buying the vinyl one, the one that was made with nothing but trash, and hurt the planet, you can make this choice.  It’s there, it’s beautiful, and it’s good for you and good for the planet.  I’m not trying to say, “Go buy my product,” but if you need it, it’s there and it’s good.

CEM: Finally, any plans to ever open a restaurant?  It seems like a really natural fit for you.

AS: We were just talking about a restaurant this morning!  Yes, we always fantasize about opening a restaurant, but it was epic just getting the book done, and it’s epic when and how, and all of that, but maybe one day.  Maybe when I am really old?  Maybe when things aren’t so crazy in my life and I have lots of kids or something, there’ll be a place that people just come and be, and there’s great food all the time.  That would be amazing!

After reading The Kind Diet, and spending the day with Alicia, I leave our shoot excited by the possibility that going the whole hog (excuse the pun!) and becoming Vegan is in fact possible, and am truly inspired by the thought that it’s easier (and sexier) than even I had ever imagined!

www.thekindlife.com

Without announcement or fanfare, Maria Menounos breezes into the sustainable Marrakesh House for our cover shoot on a very warm July afternoon.  Sporting a cazh ensemble of shorts, tank, sandals, and straw trilby, she is the epitome of our laid-back LA vibe, completely defying her body of work, rapidly rising star, and appetite for life.  She’s TV’s current “It” girl, poised for a super-star career, should she choose, working for shows such as Access Hollywood, Nightly News and the Today Show. At the same time, she’s also a successful actress and building a solid reputation in filmmaking.  She’s beautiful, incredibly eco-conscious, has her own charity, grows her own organic vegetables, and even does her own Tweeting!  Extremely level headed, confident, down to earth, and in control, I wonder if there’s anything Maria doesn’t do, and do well?  After a great shoot in a fab location with a hot Tesla Roadster and chic green wardrobe, we sat down to find out, and apparently the answer is no!

Photography by Rachel Schwarz
Styled by Thuy Nguyen
Make Up by Jake Bailey at Traceymattingly.com
Hair by John Francis at Soloartists.com
With thanks to Chris Paine and the Marrakesh House, Tesla Motors, and Jane Iredale Cosmetics
Black Tank Top, Black Sweatpants, and Pink
Sweatshirt
all by LIV GRN www.livgrn.com

Coco Eco Mag: How’s your day been with Coco Eco Mag?

Maria Menounos: It’s been fun.  A lot of cool eco looks and designers which is always nice to discover, so it’s been good.

CEM: What was your favorite look today?
MM: I think this one (referring to her Leila Hafzi ensemble).  It’s a really pretty dress, although the Linda Loudermilk seaweed shirt was pretty cool too!

CEM: What turned you onto being green?  How did you get started?
MM: I’ve always been conscious of waste since I was young.  I think growing up the way we did with little means, you’re always conscious of that, but I didn’t know I was being green before going green.  I think that the Hollywood Green show really pushed it to the forefront for me, made it more of a priority, and made me more aware of things.  There were things I didn’t realize, like water bottles, so now I don’t have any water bottles in my house because I realize how many bottles don’t get recycled, and how bad it is for the environment. Little things like that which make a big difference.

CEM: What are some of the other green things you practice in your life?
MM: Well I drove here in my Jetta which is clean diesel TDI car, and I have an organic garden.

CEM: Yes, I’ve heard about you and a rather large zucchini.

MM: A huge zucchini.  It’s so huge it’s bigger than my torso, and it’s still sitting in my kitchen actually as I don’t want to eat because I am so nervous to not have shown everyone I could how big this zucchini is!

Everything I buy, I try to buy green, whether it’s a hot water heater, recycled furniture, anything, and I try not to be gluttonous in always wanting to buy new things, so I recycle old things, like my lawn chairs.  I did some funky things to them to make them fresh and new rather than buying all new lawn chairs.  Right now with this economy, it’s actually so much better to be green anyway, as no one really has the money to do otherwise, anyhow.

CEM: Well when you reinvent items, you get to save money and have something that’s totally one of a kind!  It’s cool.  But I digress!  Tell me about this vegetable garden, because you were saying earlier that you basically eat everyday from your garden.
MM: Yes.  I did a segment on Access Hollywood on this company, Grow Organic, and this lovely woman Karen started this company. She came to my house and taught me how to plant a garden.  I grew up with a garden, and my parents always had fresh vegetables in the house, but I just hadn’t done it on my own as an adult.  I forgot how to do everything, so she retaught me and I went home to make this film Serial Buddies, and when I came back, the garden had just completely blossomed.  Now when I’m home, I eat everyday right out of the garden.  I’ve been making tomato cucumber salads with scallions, and green peppers and chili peppers, and grilling zucchini and okra, so it’s exciting and I love it.

Black Dress by Sara Shepherd available to order through Vie Bungalow www.viepr.com
Silver Cuff Bracelet by Calleen Cordero www.calleencordero.com
Ring by Nola Singer www.jewelrybynola.com

CEM: So tell me about Serial Buddies.  I read it’s the first serial killer buddy film.  Ever?
MM: I think so!  I don’t think you hear about many buddy films about serial killing, but it’s definitely a comedy, and a fun road-trip movie.

CEM: I hear it’s like Napoleon Dynamite meets Dexter?
MM: Exactly.  It’s got a lot of heart and a lot of fun, but it’s definitely a comedy.  They’re like these two Dumb and Dumber characters that happen to be serial killers, and they happen to be on this journey together.  By the end they realize that they’re not really serial killers, and they don’t really want to be serial killers, and it was just a minor moment in their journey to becoming more human.

CEM: I can’t imagine Dumb and Dumber actually being very good at serial killing?

MM: Yeah, they weren’t very good at it!

CEM: You actually produced and starred in this film, correct?
MM: Yes among every other job I had on the set.  I had some colleagues on set and they kept saying, “Is there anything you haven’t yet done?  We want to do a short film.”  They kept filming me every time I would do something different, like I gripped for a month, which was really good for my body because I got very tight and toned!  I directed Second Unit, I operated camera as well, and I did make up sometimes when needed.  I did pretty much everything except for sound.

Black Seaweed Shirt and Jeans by Linda Loudermilk www.lindaloudermilk.com
Black Belt by Calleen Cordero www.calleencordero.com>br>
Earrings by Brooke Benson Design www.brookebensondesigns.com
Copper with Freshwater Potato Pearls Ring and Gunmetal Bracelet by Hovey Lee www.hoveylee.com
Wedge Shoes by Mink www.minkshoes.com

CEM: Is this because you are an over-achiever, or just because you love to jump in and get involved?

MM: I love making movies.  I’ve been producing since I was nineteen, and all I know is to get in and do it, so the new thing for me on this movie was learning how to Operate.  I had a female DP who thought I had a really good eye for framing and that I should learn more about the lenses, so she taught me.  Then one day, someone told me that we couldn’t get a shot that I really wanted, and I was like, “Give me the camera!” They said “You can’t use the cameras,” and I said, “I own them.  Give me the camera!”  I shot it and said,  “Now do you see?  This was a great shot and you were telling me we can’t do it.”  So it’s a power to have that knowledge so when you’re in a situation where you have naysayers and people who say “I can’t” (my least favorite saying in the world!), you can.

That was exciting, and I love directing as well.  Filmmaking is a lot of fun, but you do have to love it because independent film making on the budget we were on is not a pretty site sometimes.  It was twenty-two hour days for almost eight weeks, so it’s a lot of work.

CEM: Well anything worth having in life is a lot of work, but the reward is huge.
MM: Oh my gosh!  When I see the footage in the edit bay, and I see the shots I lined up and filmed with the camera itself, it’s so rewarding and so worth it, and I want to get back on a set tomorrow.

CEM: Is this eventually where you are heading, or will you always keep your feet in television?

MM: I’ll always do everything as long as I can, and as long as everyone will let me.  I love doing movies, I love doing the news, I love hosting, and I love acting.  I love doing everything, and as of now, I get to do it all, so it’s good.

CEM: What’s it like being one of the hosts of Access Hollywood?  You get to talk to some really cool interesting people.
MM: It’s fun.  You know I had a moment the other day, when I was playing in this celebrity football game, and Joe Montana is throwing me passes from the end zone, and I thought it was so crazy.  Sometimes I don’t really take in the moment, but I did this time, and I get to be in these positions that people can only dream of.  I share my moments with people on Twitter, like “Do you even understand what we would do to be there, forget actually getting to play!”

CEM: And you actually do your own Tweets?
MM: I Tweet all by myself.  No assistants, nobody does it.  Just me.  I don’t think my assistants could come up with half the stuff I Tweet about.  I’m a psychotic sports fan so I’m always tweeting “Did you see that?”

Dress by Leila Hafzi
Gold Earrings by Nola Singer www.jewelrybynola.com
Lily Necklace by Nola Singer www.jewelrybynola.com
Ring by Hovey Lee www.hoveylee.com

CEM: You were the first person to interview the Obama family as a whole.  How was that?

MM: It was incredible.  I had been on the campaign trail for Nightly News for an entire year, and I had interviewed everyone from John Edwards to John McCain, and Hillary Clinton.  I actually got her first sit-down exclusive.  So throughout the campaign, I’d actually been interviewing everyone, and they were the only ones I hadn’t interviewed yet, and I got the call two days before the Fourth of July.  I was beyond exhausted, and I have to say there was even a hesitation in my voice when my boss called me, as it was the first day I had gotten to actually rest. I was so tired, but I got on the plane and was totally there.  At that time, I didn’t know I was getting the entire family.  It was just Michelle and the Senator, but once I got there, the girls and I and our group all kind of clicked. They jumped in on the interview, and there I was getting this massive exclusive.  I remember going to the airport and I got really teary-eyed and emotional afterwards. I think I must have kind of felt what was coming, knowing that they could potentially win the Presidency, and that this would be such a huge interview.  They were such a wonderful, warm and genuine family, and I was taken aback because I didn’t know what to expect.  It was pretty incredible.

CEM: Tell me about LIV GRN?  You design and consult for them?

MM: I kind of do a little bit of everything.  I think of LIV GRN as my training wheels into the fashion world.  I wanted to be involved in an eco brand, and they’ve come up with this really cool concept.  I pop into the design rooms, I fit things, I tell them what I do and don’t like, so it’s kind of a miscellaneous position, but I love it.

CEM: Apart from LIV GRN, what other sustainable designers do you favor?

MM: Definitely Linda Loudermilk, and Mr. Larkin is one of my favorites as well.

CEM: Any favorite eco beauty products?
MM: Cargo.  I designed an eco Cargo lipstick that is a pretty cool color, actually.  I have a few things from Josie Maran’s line too.

CEM: Let’s talk about some of the charities you support.  You started Take Action Hollywood?
MM: I started Take Action Hollywood nine years ago when I moved out to LA, and we have a lot of programs we work with the Children’s’ Hospital.  I get involved in pretty much everything – dogs, children, pretty much everything under the sun as I connect with so many different issues.  I have family members who have struggled with different diseases and I work with the diabetes organizations a lot, and I am the Diabetes Aware Ambassador for EIF (Entertainment Industry Foundation).

Grey Sweatshirt by LIV GRN www.livgrn.com
Jeans by Linda Loudermilk www.lindaloudermilk.com
Goldplated Earrings by Hovey Lee www.hoveylee.com

CEM: With all that, you have a very full plate.  You have Access Hollywood, the Today Show, Nightly News, Serial Buddies, LIV GRN, Take Action Hollywood; you grow your own veggies, and even do your own Tweets!  Anything else?
MM: I’m writing a drama script, and have a few things up my sleeve that I can’t talk about yet, but I can promise you that I’m going to continue to be as busy or more busy than I ever have!

A Flawless Foundation In 4 Easy Steps!

As any girl who’s ever tried mineral make up knows, there’s a knack to it.  If you don’t know what you’re doing when applying the product, you’re more likely to encounter badger eyes, than achieve the perfect smoky eye!  Still if you’re on the eco path, there’s no giving up, especially when a line like Jane Iredale crosses your path.  A long time favorite of Coco Eco Magazine, we thought it time to share the secret of not only our make up kit, but also countless A list celebs, beauty editors, and make up artists to the stars.

To be honest, the Jane Iredale line didn’t start out in a quest to be an eco product.  In business for 15 years, the line was conceived by Jane Iredale, the president and founder of Iredale Mineral Cosmetics. She was the first to supply the aesthetics industry with a full-line of makeup based on minerals and the first to see the potential of offering physicians a makeup that was good for the skin. She has worked with world-renowned plastic surgeons and dermatologists in the development of her line and lectures all over the world on its benefits.

The entire collection of Jane Iredale features everything a girl could want, and my personal fave in the line are the lip-glosses, which feature a great array of color and stay bright and glossy for hours.  Their focus is on being a corporately responsible company, from the ingredients in their products to their commitment to the environment.  Currently the packaging is not eco but plans are in the works to change this, they are a proud supporter of Global Green, animal friendly, and contribute to a wide variety of environmental, cultural, and animal rights organizations.

To get a real feel for the line and how to use it, we sat down with Jane Iredale’s West Coast Spokesperson, Leilah Mundt to best understand the how-to’s of application.  Our task was to achieve a flawless foundation, two words that I don’t necessarily equate to mineral make up!  Leilah extolled the virtues of the product from anyone suffering with Roseacea, to us normal girls on the go from 7 am – midnight.  Apparently the key is in the layering.  Rather than apply ten different products to hide ten different skin problems, with the Jane Iredale collection, it’s about powder, layering, spritzing and setting, using one or two products, apparently without your skin even knowing you are wearing anything.  Leilah used a comparison to scales lying on the skin (therefore allowing oxygen in and out), which I didn’t find particularly attractive, but after her application, I got it!  My skin could breathe plus I had the added benefit of being able to sweat or go swimming should my heart desire, as the product is water-resistant.  I didn’t take up either of the latter options, but I definitely didn’t feel as if I was wearing any “face!”   And she swears that once you set, and go, you’ll look fabulous all day long, and it will stay put.  On that, I was yet to be convinced.

Apparently the secret really is in the layering.  As a powder, it sits on the skin rather than sinking into your pores, and as such is non-comedogenic and oil-free, therefore not adding to your skin woes, but merely hiding them.  So, how do we achieve this flawless perfection?

Step 1: Prime your skin.  This ensures your make-up will stay on your face but will also even out the texture of your skin.  Good for masking large pores, wrinkles, oily skin, dry patches, and other un-sightly’s!  Feather into the face and remember that it should always be invisible.  Try the Absence Oil Control Primer with an SPF 15.

Step 2: Your foundation of choice.  Leilah chose their famous Amazing Base on me, which is a loose powder made of pure minerals, with a little bit of pomegranate and algae extract. Take one brush load, even it out so the powder is evenly distributed, and take one block-out area of the face at a time.  Leilah starts with the forehead, moving down onto the cheeks and moving downwards, and continuing downward.  When working with a very high-grade mineral make-up, there’s not a lot of blending needed.  It’s just applying and applying.”

Depending on what kind of coverage you need, will vary the number of applications you do

Step 3: Hydrate.  Minerals need moisture to bind together, so if your skin’s not hydrated or you’re not adding moisture to your minerals, you’re going to have an extremely hard time getting it to stay on or look natural.  This is a very important step. Gently spray yourself to avoid the powdery look and set your face.  Spritz, spritz, spritz, wait 20-30 seconds, and don’t forget to inhale!   We love the Hydration Mist with botanical extracts that feels like a pomegranate mist for your senses.

Step 4: Eye Concealer: To brighten you up and nix those pesky bags!  Use a light reflecting concealer like their Active Light Under-Eye Concealer, and apply it in the inner half of the eye and blend it out to avoid creases in the outer eye area.  This will open up your eye, and highlight it sans creasing!

Et la voila!  A fabulous foundation in 4 easy steps!  Now what could be more flawless than that?

www.janeiredale.com

Photography by Anne Marie Fox
Make Up by Julianne Kaye
Products: Nude Skincare Eye Complex Age Defence Moisturiser, Badger Sweet Orange Cocoa Butter Lip Balm, and Jane Iredale.
Fashion Stylist, Giorgia Severino
Assistant Stylist, Sheena Annikki
With special thanks to Keith at 5th and Sunset Studios, www.5thandsunsetla.com

I’ve been at enough of our Men We Love shoots to see our female staff swoon when the talent walks through the door.  However, nothing prepared me for the reaction to Jordan Farmar.  Sure he’s 22 years old, a lean 6 ft 2, the young hot point guard of the LA Lakers, and therefore an NBA Champion In his own right.  Or maybe it was the sight of his seven-week-old puppy Royce in his arms, a sure lady-killer, which made all the girls’ hearts flutter?

Having met Jordan this January at the LA Go Green Expo, I knew there was more to this cat than a killer physique and playing for the most recognizable and popular basketball team in the world.  As he wandered the hall, accompanied by his Publicist, he stood out from the crowd, yet was drawing absolutely minimal attention, instead choosing to show up earnestly to learn more about living green.  So, already knowing he was extremely down to earth, and walking his talk, being flirty and girlie just wasn’t going to do! 

An extremely accomplished athlete, a master of not only basketball but also yoga and golf, and an unexpected poker shark, Jordan is also dedicated in his pursuit of taking care of his planet and body, and living a healthy lifestyle. He passionately and actively campaigns for children’s welfare and for peace, and he wants to talk about it.  In fact, the happiness of children is something obviously dear to his heart, and one only need look at his tattoo of he and his little sister to know this. He doesn’t promote small talk or any of the “bling” lifestyle we might associate with being an NBA Champion, instead choosing to get the job done and his message heard.

Between raising money via his charity, the Jordan Farmar Foundation to build a green play and rehabilitation room at the Mattel Children’s Hospital, participating in the Seeds of Peace Camp, and his past work with the Peres Peace Camp, Jordan’s message is clear.  It’s about the kids, it’s about peace, it’s about the environment, and it’s about doing his part.

Coco Eco Magazine: You’re an NBA Champion and you’re a big advocate of the environment.  How do you merge the two?

Jordan Farmar: I just live day by day.  My day job is playing basketball, but something that’s important to me is taking care of the environment and passing a good message on to the future generation.  Especially for me here in Los Angeles.  I grew up here so I definitely want to preach the right message and pass good values on to the children.

Grey long sleeved hoodie Vicarious by Nature-VBN, www.vicariousbynature.com
White t-shirt Vuori, www.vuoriclothing.com
Straight leg jeans Levi’s eco-line, www.levi.com
White painted shoes by Toms,  www.TOMSshoes.com

CE Mag: Yes, kids are very important to you, aren’t they?

JF: Very much so.  I love them.  I was not so long ago a little kid, growing up in LA, loving the Lakers, and there are people who shaped me into who I’ve become, so I want to be someone who’s influential but doing things the right way.

CE Mag: The NBA’s very passionate about you guys actually taking a stand within the community and making a difference, correct?

JF: Very much so.  I mean “the NBA Cares” is their slogan, and they help us and assist us to get out there and get involved in the community and help out people whom need help, but for me it’s more my own personal thing.  To really contribute and give back the community that helped raise me.

CE Mag: When we interviewed Brian White, he said it’s all about giving back in American sports, and that’s a really important part of it; making that contribution back to the community.

JF: Absolutely.  We’ve all been blessed to be where we are.  It’s our obligation to do what we can.  You don’t have to give all your money, you don’t have to spend all your time, but just do whatever you can to show you do care and that you’re grateful for where you are.  And try to help some other people.

CE Mag:   Can you tell me about your work with Seeds Of Peace Camp?

JF: It’s a little summer camp where kids from the conflict areas of the Middle East, Israelis, Palestinians, Egyptians, and Jordanians, all come together and go to summer camp together.  They sleep together, they live together, and get to discuss the conflict and their points of view, so when they go back home they can take a different message and understand another person’s point of view. We just go there for a few days, play a basketball tournament, and let them see someone who is visible to them, maybe on TV or elsewhere, promoting peace.  I think anytime you can use your celebrity to influence people and push a message, especially a positive one, it’s good to do so.

Eco-Basketball, www.fairtradesports.com
Blue golf pants by Linda Loudermilk,  www.lindaloudermilk.com  
Red t-shirt by Vuori,  www.vuoriclothing.com
Denim vest by Brooklyn Circus,  www.thebkcircus.com
Blue sneakers by Adidas eco-line, www.adidas.com
Vintage straw hat, Stylist’s Own

CE Mag:   Outstanding.  And what about the Peres Peace Center?

JF: It’s a peace center out in Israel pushing pretty much the same message.  I went out there and partnered with them last summer, and did basketball camp with Israeli and Palestinian kids.  We got them to play together and use basketball as a medium for them to work together.  Seeing them on the same team and high-fiving, and just being children, not thinking about all the conflict and all the war, and not thinking of all the hatred between the two nations, and the two people, was great to see, and they were out there having a good time and just playing a game, and that’s what the message was.  If you can get past seeing this person as an enemy, and just see them as another person with different beliefs, you can work toward a solution

CE Mag: Exactly.  Now tell me about your work with the Jordan Farmar Foundation?

JF: I started my foundation, just like I said, to help the community to help raise money for the less fortunate kids in the Los Angeles Community; The Mattel Children’s Hospital at UCLA – I went to UCLA so I have ties there.  Bringing kids out to games so they can get out of the hospital and not be so sick, and that mentality.  Let them come to a game and have a good time.  I’m having a fundraiser, my first annual tournament, to raise money to build a green room at the hospital where the kids can do research for their homework or play video games, just so they can get out of their individual hospital room and just be a kid.

CE Mag: Have some space . . .

JF: Have some space and learn about the environment while doing it, so it’s cool.

Eco-Basketball, www.fairtradesports.com
Blue golf pants by Linda Loudermilk,  www.lindaloudermilk.com  
Red t-shirt by Vuori,  www.vuoriclothing.com
Denim vest by Brooklyn Circus,  www.thebkcircus.com
Blue sneakers by Adidas eco-line, www.adidas.com
Vintage straw hat, Stylist’s Own

CE Mag: Tell me about your event.

JF: It’s July 19th and 20th.  I have a gala for the younger crowd so they can still hang out and support the cause.  The day after I have a golf tournament and tons of celebrities are coming out to support it.  A lot of people have really helped me out to make it possible and I’m just trying to do what I can.

CE Mag:   Who are some of the people you’ve got coming out?

JF: The list is very long and I don’t want to leave anybody out, but Chris Paul, and I just got a call from the guys from Entourage who said they wanted to come, but I’ll leave it there.  We have quite a good turn out and it’s going to be a lot of fun.

CE Mag: Do you actually play golf yourself?

JF: I definitely play golf, yes.

CE Mag: So basketball, golf, and . . . poker, I hear?

JF: Yeah, I was in Vegas at the World Series of poker.  Had a bunch of fun out there, sent a bunch of people home!  It was a good time.  It was the first time I actually ever played poker, so I think it might be something I get into here in the future.

CE Mag: Well that’s good.  At least when the NBA Career is done, you’ve got a second one to go to!

JF: Yeah, I’ve got a few second ones to go to!!!

CE Mag: With all that going on, what turned you onto to living an eco-conscious lifestyle?  Why is it so important to you?

JF: Especially when you start the charities and foundations, you have to find something that’s important to you, and it just was.  There was something about it.  I do yoga, I try to live a healthy lifestyle, and whatever we do here, we pass onto future generations.  All my messages that I talk to kids, I definitely stress to not only take care of your environment, but to take care of yourselves, and pass it on to others.  What I do today is a reflection of somebody else looking back at me years from now, so it has a lot to do with the future, I think.  It’s very important.

CE Mag: What’s it like being a “greenie” in an association more traditionally thought of as “bling”?

JF: You know, it’s cool.

CE Mag: So what are you doing to green the Lakers?

JF: I’m doing all I can.  I think more than anything, it’s pushing the green initiative within my own endeavors and showing that I’m behind it.  You know, I drive a clean diesel car, and if some people see that I can do it, and it’s still cool, and you can still be an NBA star, then some other people might jump on board.  The more people we get on board, the easier it is to push the message. .  It’s a gradual process and you do one thing at a time, and they kind of build on each other.  All you need to do is get the right people to convert and it’s all good.  It’s a continual process, like the whole green initiative.  It’s never going to stop.

CE Mag: Are we going to have recycling at the Staples Center?

JF: I think they do but they definitely should if they don’t.  I’ll look into it!

Eco-Basketball, www.fairtradesports.com
Green t-shirt by Aviator Nation, www.aviatornation.com
Shorts and High-top sneakers by Adidas eco-line, www.adidas.com

CE Mag: What was it like when you won the NBA Championship?  At your age, to bring that home, that’s got to be a huge accomplishment. How do you feel?

JF: Great. I grew up here in Los Angeles so I was a Laker fan my whole life.  For me to watch them win the championships and be so supportive and happy, and I was just a fan putting in tons of hours of hard work, and got the opportunity to actually play for the team I grew up loving.  My second year we actually made it to the championship and lost, so that was tough, but then getting back and putting all that aside, and continuing to work hard, and finally accomplishing something that was just a dream of mine just to watch it.  When they raised that banner up at the Staples Center, to know I was actually a part of that team and made big contributions to help this organization win another championship, is really special.

CE Mag: And finally, what’s next for you?

JF: Who knows? Just going to keep it going.  As I told you earlier, the green initiative is on going, never changing and constant progress, and that’s all I’m trying to do.  Make progress and grow as a person, as a player in my career, and in the community.

www.farmarlive.com

Black suit by Linda Loudermilk, www.lindaloudermilk.com
White graphic t-shirt by Vuori,  www.vuoriclothing.com  
High-top sneakers by Adidas eco-line, www.adidas.com
Vintage sunglasses, Stylist’s Own

QUOTES FOR ARTICLE:

I think anytime you can use your celebrity to influence people and push a message, especially a positive one, it’s good to do so.

What I do today is a reflection of somebody else looking back at me years from now, so it has a lot to do with the future, I think.

We’ve all been blessed to be where we are.  It’s our obligation to do what we can.