This is so Awesome; we could not avoid sharing it with You. I was lucky enough to find the time to make the drive down to see William McDonough’s lecture last month in Charlotte NC. Included in his presentation was a reference to the life of trees, and how a house can aspire to mimic the perfection of this design. He showed a technical interpretation of this futuristic idea as well as Highland Craftsmen’s Bark House brand shingle siding, which is produced today.

Bill graciously invited me to dinner with the Charlotte Center City Planning Group. The conversation was broad reaching as one would imagine. Everything you have read about his intellectual capacity and relationships with very important people became fully animated as he captivated the room with story after story. With all this, the question that struck me was, this is all so big, what about the little things?

Check out our new website focused on our Cradle to Cradle Certified Bark House Brand Shingles and a video of William McDonough of MBDC Talking about Bark House Shingles on the streets of Charlotte.

We hope you will share this with your acquaintances too!

MBDC’s Cradle to Cradle is going public. William McDonough states that the program is in a teen-age stage of development.  In a previous work-life I managed adolescent programs and made a few observations along the way.  Adolescents are moving toward the ability to step out on their own, but don’t quite have sure footing. This is a time that we think we have every answer, are head strong and full of attitude.  It is integral in the formation of our early adult life and how our choices will impact us henceforth and forever more.  It is also a time that you know just enough but not too much that you can still get things done that traditional wisdom halts.  I find the teenage analogy very interesting having had several conversations with William McDonough.

Highland Craftsmen Inc decided to apply for Cradle to Cradle Certification because it was the most wholistic of all the green certifications available.  You can see my previous blog post which alludes to this.  We received two designations, Silver and Gold.  Our Platinum application is still in process and was the first material submitted and considered for this level of certification.  Before and since my application, I have read several articles on the company and the founders.

If you read the comments section linked above, people appear to be skeptical about Cradle to Cradle.  Skepticism and questioning is the birthplace of wisdom.  So I applaud the inquiries.  William McDonough is scheduled to be in Charlotte on Tuesday evening.  Many businesses in the Blue Ridge region are moving full throttle toward sustainable practices.  The invitation reads: In “Cradle to Cradle: A Strategy of Hope”, William A. McDonough, FAIA, Int. FRIBA will discuss strategies and projects which help create a diverse, safe, healthy and just world, with clean air, soil, water and power. The event is scheduled for Tuesday, June 8, 2010 from 6:00pm-8:00pm at the Wells Fargo Auditorium, Knight Theatre, Levine Center for the Arts. The event is free, but attendees must RSVP Learn more…

Hope to see you there…

Never before this year have I seen cascades of black locust bloom such as that on display right now in full glory….

That means that the bees have lots of bloom to pollinate and honey to make.  There is an old hive of bees on an historic farmstead that I’m entrusted with the care of.  I have never worked bees but was intensely interested.  With the help of my brother-in-law Gary, who was kind enough to buy me a bee-keeper suit, I began working with the bees.  Minor stuff really, but I immediately loved it.  He told me back in the fall that the bees would divide in spring but warned me that because of my infrequency on the property, I would probably miss the event.

This week-end I experienced something rare.  The bees divided, swarmed, and I was able to transfer them back into a new hive.  It all began early Saturday morning.  Marty and I noticed an increased amount of activity outside the hive. A few minutes later, a swarm had flown to a near-by cedar tree just like Gary had said they would. I beat a metal lid to calm the swarm and settle them down. Only trouble was that they were in the very top of the tree.  Like the trees in the earlier blog post, this one had been splintered by the winter weather and needed to be trimmed.

We attached a rope to the top so that we could lower it slowly down and maintain the live cascade of bees on the limb. We cut the top and of course, it twisted and lodged in the fork of a second tree that was nearby.  With a step ladder, I climbed 25 feet into the air on a hillside and reached as high as I could with a pair of hand trimmers.  I’m 5’10” and have a long reach, but with all my might, I wasn’t quite capable of grabbing above the limb.  As I’m surrounded with buzzing bees and recognizing that I have no idea what I’m in for, I breathed deep and confidently, raised the limb from the lower side, and cut.

It worked.  I slowly descended down the ladder and carried the swarm to pre-prepared hive.  Here, I had laid a flat board adjacent to the entry, making it easier for the bees to crawl straight into the bottom slit.  Now was the time to see if all this work had paid off.  I shook the limb clean as I tapped the back side of the hive, hoping the queen would go into the new hive and take her drones and workers with her.  She did and this “Bark Queen” (another story) was very happy.

The amazing life of bees encompasses many things.  Among them, worker bees decide on which egg they will feed royal jelly to and create a new queen.  The queen will eventually leave the original colony in search of room to continue her species.  The division of this community is necessary and healthy.  Each new colony carries on the same perfect processes as the group before them.  Nature relies on the bees and the bees on nature.  There is no more perfect cradle to cradle model than the life of bees…

The Blue Ridge Parkway has been called “America’s Favorite Drive”. The section of the Parkway that connects Linville Falls to Grandfather Mountain is now re-opened. Christmas ice storms snapped trees all across the High Country region resulting in downed power lines and road closings.

This morning’s drive across the newly re-opened stretch of roadway was blanketed in Blue Ridge mist and fog. When the fog hangs just above the tree line, as it so often does here, distant vistas are obscured. The only views visible showcase life that is normally looked past.

Perhaps the long, harsh winter conditions made this springtime in the mountains a more joyous occasion. People and plants alike are expressing a burst of energy.  As the weather has warmed, bicyclists from all regions have once again returned to challenge and enjoy the winding roadway.  Although not mounted on bike, this morning’s drive did not disappoint.

The vivid, bright orange bloom of the mountain honeysuckle made a remarkable color splash against the shades of green foliage and grey fog. Carpets of delicate luminescent buttercups danced in fields adjoining the roadway and lit up the journey.  The bold bloom of the mountain magnolia perched high upon weighted tree limbs sat as if each was specifically placed in the perfect spot.  Never before this year have I seen cascades of black locust bloom such as that on display right now in full glory….

For traffic updates for the Blue Ridge Parkway, you can call 828-298-0398.

Chris McCurry will be participating in Carolina Connect 2010: Innovation Through Entrepreneurship and Intrapreneurship. This year Chris will be one of the featured speakers as part of the “Inside the Minds of CEOs” Panel Discussion. Moderated by Henry Doss, an AdvantageWest Board Director and a business consultant and principal with Avenue ISR, a consumer research and business strategy practice based in Traverse City, Michigan. The successful leaders of some of the region’s most admired companies share their secrets in an informal “conversation with the CEOs” setting. What energizes them? What is the one thing they must do every day, without fail? What keeps them awake at night? What do they view as the best opportunities in today’s economy?

Other entrepreneurial leaders that will join McCurry on the panel will be:

Michael Shore is CEO of FLS Energy, a solar energy generation company headquartered in Asheville. The company, which started with three employees in 2006 and today has more than 50, has developed, designed, installed, and financed some of the most important solar energy projects in the Southeast. Shore has written extensively on sustainability issues, and he served on the U.S. Department of Energy’s Energy Efficiency Leadership Group and North Carolina’s Global Climate Change Commission. He has Master’s degrees in both Civil Engineering and in Environmental Policy.

Toby Stansell is president of OOBE, Inc., a company based in Greenville SC, that has been designing and creating uniforms that are stylish, functional, comfortable, and durable since the early 1990s. OOBE works collaboratively with its customers – which include premier national brands such as Chick‐fil‐A, Wolverine, Food Lion and Stone Mountain Park – to create a custom apparel program that fits the company’s brand image.

Greg Lucas is director of business development for Creative Allies, a new social network that brings bands and fans together around user‐ generated art. An expansion of Music Allies, an Asheville‐based marketing and promotions company that works with major festivals and independent record labels, Creative Allies allows anyone to create content for companies, brands and even rock stars and get paid for it.

As one of the leaders in the the Green Business industry, she will lead a discussion on “How the Clam Makes the World’s Hardest Ceramics at Room Temperature.” This panel discussion will address how thinking like nature can drive radical innovation. Chris McCurry has extensive experience in creating an industry around the very foundations of sustainable building practices. Excited to bring her background and perspective to the conversation had this to say about Carolina Connect, “I think the emphasis of this conference is process and will therefore appeal to a wide audience.  It’s not so much what the speakers have done, but how they did it and what it took to accomplish the task.”

Chris McCurry has successfully lead Highland Craftsmen through key sustainable business certifications, such as, Cradle to Cradle Gold, B Corp, and Chain of Custody.

Carolina Connect is presented by Advantage West and will be held at the Renaissance Asheville Hotel on May 13.

Spruce Pine – Through the efforts of the local state legislative delegation, the Town of Spruce Pine will soon see ten new jobs in downtown along with the complete renovation and redesign of the former Express Market CITGO Station building. State Representative Phillip Frye and State Senator Joe Sam Queen joined hands to advocate on behalf of the town for the funding of a $199,124 N.C. Rural Economic Development Center Building Reuse Grant to help support the project. Frye and Queen were notified late last week that the grant was approved.

Grant funds will be used to re-construct the Oak Avenue (Upper Street) building known locally as the CITGO Service Station. Vacant for a number of years, the building was recently purchased by Highland Craftsmen, Inc., a manufacturer of poplar bark shingles and specialty wood products used in the building trades. Highland is located across the street from the station property. Spokesperson Chris McCurry said “Highland plans to use the building as a design center for an expanded Barkhouse Brand product line and additional manufacturing space.” The project is part of a downtown campus plan that the company is working toward to accommodate growing demand for its products.  Once complete the project will create at least ten new jobs, according to McCurry.

“This project will bring some much-needed manufacturing jobs to the town as well as serve as an integral part of the long range strategic plan Highland Craftsmen has for improving the aesthetics of that part of downtown,” Rep. Frye said. “I’m all about jobs,” Frye continued, “and this shows how the town, its businesses and state legislators can work together to make something positive happen.”

Senator Joe Sam Queen said, “I know the challenges Spruce Pine and Mitchell County have faced in recent years with the loss of so many manufacturing jobs. When we have a chance to create new jobs or save existing jobs in my district, I’ll be working actively with business and industry, local and state elected officials and state and federal agencies to make sure it happens.  I was proud to help make this happen for Spruce Pine and its citizens.”

The grant is awarded to the Town on behalf of Highland Craftsmen and will be administered through execution of agreements between the company, the Town, and the N.C. Rural Economic Development Center. Highlands Craftsmen will provide over $200,000 toward project costs to match the grant funds.

Media Contact:
Chris McCurry
828.765.9010
chris@barkhouse.com

As Highland Craftsmen embraces the idea of a future where Earth Day is every-day, students for the Sustainable Development Program at ASU come to share their ideas as stakeholders in the company.  Brooke Kornegay, The Farm Manager at  Appalachian State University’s Goodnight Family Sustainable Development Program Living Learning, brought two groups form the ASU campus in Boone to tour the Spruce Pine based facility.  Students were introduced to the philosophy and practical application of sustainability expressed in true Bark House fashion.  The group toured and were invited to share their observations and questions.

The Q & A Between Highland Craftsmen and ASU Students (Student Comments & Questions in BOLD, HC answers in Italics)

I am extremely impressed with your business.  It’s awesome that you can be so sustainable and also appeal to a variety of people and markets.  Keep up the good work. I was very impressed by the future plans of using sustainable appropriate technology on the campus. Why did you choose poplar bark?

We proved longevity of the material through observation of existing poplar structures (80+ years).  It gives us the long straight uniform cylinders of bark that is easily peeled and processed.

What other types are common besides the chestnut that you mentioned?

Poplar and Hemlock.

What’s the most popular selected bark?

For exterior applications the poplar is the only bark of choice.  For interior, white birch.

What kind of capital investment did it take to get such an operation running?

We started small and grew over time.  Initial investment was “25 hours” a day.

How many employees?

Depending on the harvest season, 15 to 60.

Great job really thinking about the big picture of your business from the beginning to the end.  Thanks for demonstrating that fun ideas can become a successful business. You’ve got a good sustainable operation going that benefits the community and helps local foresters.  Keep it up and best wishes! This building is awesome.  How long did it take to build?

All the buildings that are a part of the campus are reclaimed structures originally built in the 40’s.  The remodels are ongoing as we constantly experiment with new applications.

I like how you said that the members of the community are stakeholders in the business.  Are you a part of any other community oriented activities / sustainability organizations, non-profits?

We are B-Corp Certified and Audited which reflects our intention and realization of community engagement.  We serve on the Main Street Board in Spruce Pine.  There are many means through which we contribute, but the most direct activity we engage in is providing firewood to needy families.

Do you work with landowners who may want to use bark from their own trees on their house?

Our processing is intense and sophisticated.  Landowners can sell raw material to us and then buy finished materials from us.

Every aspect of the business is well thought out and refined to be as sustainable as possible.  I love that you don’t cut down or accept living trees indiscriminately.  Way to go working to get off the grid!

• Waste + hands on value= saleable product

It must be very satisfying to use so much of an artistic element.  This celebrates true individuality.

Last weekend at the Blowing Rock Designer Showcase Home Tour we were giving sneak peaks of our new line of products that will be sold through The Bark House Supply Company. Not only was it a great opportunity to see some of the best designs in the area, but proceeds from the tour went to purchase new beds for patients at Blowing Rock Hospital.

Marty McCurry, founder of the Highland Craftsmen Inc, designed and created this extraordinary bed as a preview for items that will be sold at The Bark House Supply Company.  This single bunk bed is held aloft by massive mountain laurel trunks with woven limb extensions for protective rails. The young one will rest nurtured in the branches of the trees until the glow of the new day’s sun beckons them to scurry down their tree limb ladder. Awaiting them at the base of the trunks and root burls is a curving organic work station whose ancient character will mystify and inspire.

(Spruce Pine, NC) North Carolina Department of Labor Commissioner Cherie Berry, along with officials from the Occupational Safety and Health Administration (OSHA) presented its distinguished Safety and Health Achievement Recognition Program (SHARP) award to Highland Craftsmen Inc at the company’s manufacturing facility in Spruce Pine, NC. Company employees were joined by state, county and town representatives.  These included Juleigh Sitton, the Director of Governor Perdue’s Western Office; Mitchell County Manager Charles Vines; Town of Spruce Pine Mayor, Ralph Hise and Town Manager Richard Canipe.

SHARP is the highest honor OSHA awards to small worksites that demonstrate an exemplary commitment to workplace safety and health. There are eighty-nine SHARP companies in North Carolina.  Forty-one of those are in the West district, which contains thirty-five counties.  HC is the first business in Mitchell County to receive this honor.

During the ceremony, HC owner, Marty McCurry thanked the employees for their daily contribution to the company’s success, stating, “We spend more time together than we do with our families.  It’s important that we take care of each other and providing a safe work environment is our primary responsibility”.  McCurry went on to thank the community for its support.

Highland Craftsmen Inc is a company that has created many new products from what was once considered forest waste, including their nationally acclaimed Bark House^® brand shingles.  This involved designing and constructing several new tools.  HC VP and Occupational Health Nurse, Chris McCurry states “We didn’t just want to get the job done, we wanted to do it right”.  Chris and company Safety Manager, Gary McCurry, coordinated OSHA visits to ensure that the company lives up to it’s guiding principle, “Simply do your best on everything, every time”.  At the end of the process, HC staffers would definitely recommend calling the OSHA team in to review company policies and procedures.  “They were thorough, but great to work with,” acknowledges Gary.  “With OSHA’s help, we have improved our safety program with participation from all employees.”

Acceptance into SHARP by OSHA identifies a company as a model for worksite safety and health. Upon receiving SHARP recognition, a worksite is exempt from programmed inspections for two years. After this exemption period is over, the employer may be awarded a renewal of up to three years.

A Guide for Business Leaders

As “Green” businesses grow and green-washing creates confusion for mainstream public, the need for organizations that evaluate and certify green businesses is growing. Problem is, how do you,the business leader choose which certifier to recommend to your organization’s board? This blog should help you start the process of evaluating certification organizations.  It will give you questions to ask and items to consider.

Many business leaders find the certification processes lacking in clarity and limiting in scope. The organizations that provide the certification may not have a lot of practical experience related to your work.  After all, green businesses are a relatively new phenomenon. All certifying bodies learn as they go and as new information is available, same as any other company or process.  However, some certifications have more to learn than others when their criteria are built solely on ideology and not practice.  They may not be ready for you. Some certification strata exclude “valid” organizations in benchmarking. There is a tremendous effort going on now by SFI to be accepted by LEED, for example. And there is the ever present “shiny big box companies” that canblind certifiers to the needs and importance of small businesses. Large companies have larger marketing departments, get more free press, have more economic strength and offer larger contracts to certifiers. Of course consumers who wish to maintain the power of their purchase can ultimately choose to develop their own criteria to evaluate the merit of a green business.  Ultimately, the very consumers that you are trying to attract, may not know about the certification you are evaluating, or even care.

The first item to consider is whether the certification is a good fit for your company and your goals. You may want to gain more credibility or recognition for the uniqueness of your company’s product or service.  Others may want to differentiate themselves from competitors, or improve performance.   When contemplating the reasons for green certification, it is important to decide which of the three green piers (environmental, social or economic) a particular certification will evaluate your company on. Some cover more than one as noted below. Conversely, it is just as important that you evaluate how the certifications enhance and support these areas for you.  In other words, what are the benefits to your company when you receive the certification?  As a business leader, you want it all, but not all certifications offer that.  Some are more transparent than others and some work harder than others to maximize your benefits.
Independent – many see this as a critical point for green certifications or otherwise. Any certification body must be totally independent from influence by any other organization. The certification organization must be able to impartially and without influence, examine and award certification to only those individuals that meet the requirements.

A second item to evaluate is how the certification can improve your operations. The only certainty is that you will be updating your company manuals.  If your company already performs well, it’s entirely possible that you will not have to change how you do things in practice.  If you’re not certain of your performance, then the certification process can help you improve that area, and thereby improve your company, creating a win-win situation. Some certifiers are more holistic in their ideology, such as Cradle to Cradle. They evaluate issues such as water consumption, energy usage and recycling that occurs during product manufacturing. When trying to improve operations, you may decide to go outside of specialized green certifiers to more mainstream programs such as OSHA to assist with core issues such as health and safety in your workplace.  There is nothing like going through a third party auditing process to get an objective perspective on how you may need to improve, and what you are already great at.

Every business is concerned with the bottom line.  Issues such as cost of certification and marketing value will weigh in on your decision making process.  There will be surprises along the way, so prepare.  Some certifications have multiple levels and each level can mandate additional third party certifications, adding time and expense. If a certifier states they will “help you celebrate your successes” ask for a specific plan and examples of what they have done in the past.  Pay close attention to certification organization’s websites. Is the list of certified companies easy to find or are they hidden behind multiple links? Certifiers such as B Corp promote certified businesses B to B, in the media and at open forums such as trade shows 4. Remember that your community and internal staff are potential marketing agents for you.  Going through a certification process provides opportunities to educate both on what’s important about what you’re doing.  Ask them to share your story.  Of course, celebrate your own successes with an event or reception, do a press release and go to trade shows.  Update marketing literature to showcase your distinguished designations.  Have a press kit ready so when local or national media want to feature you in a story, you’ll be ready. Financial benefits from certifications can also be direct.  Buyers, professional more than non-professional are requiring chain of custody that validates product sourcing thereby opening markets and increasing sales for companies that hold these certifications. Your bottom line can be improved by the marketing strength of the certifying organization, your marketing plans and direct sales opportunities.  Consider all these as possibilities.

The structure of the certifying organization may be the last thing on your list, but it could be the most important of all the criteria you consider.  That’s because they are not all created equal. One scenario is that the certification is not transparent and has legal tactics such as tight fisted non-disclosure agreements.  These can prohibit you from discussing any disagreements in open forum and limit your ability to contest their decisions. Don’t assume that because a certification represents itself as holistic and forthright, that it is.  Read the fine print. The following excerpt is adapted from an article written by Richard Rudd for the National Board of Certified Pastoral Counselors. The information that is applicable for that specialty field is applicable here as well.

Independent – many see this as a critical point for green certifications or otherwise. Any certification body must be totally independent from influence by any other organization. The certification organization must be able to impartially and without influence, examine and award certification to only those individuals that meet the requirements.

Standards for certification or re-certification are determined without requiring the approval of any other organization. Ideally, the governing body and/or certification body will include individuals from the discipline being certified and the composition of the body should address the needs of the users. This will ensure self-determination by those receiving and using the certification, but for broader certifications is not always possible.

Credible – It should be fairly easy for you to research the credibility of the certification organization. Always remember that you are tying your professional, and sometimes personal, credibility to this organization. For individual certifications, evaluate the educational, experiential and testing requirements of the organization.

Information about the certification program should be easily accessible by the public. This should include a description of the organization; its purpose, goals, objectives and responsibilities. The eligibility requirements, a summary of skill and knowledge areas, and information regarding certification activities should also be available. The organization should have clear policies and procedures for its members and the public.

• Code of Ethics or Code of Conduct

• Grievance procedures

• Consumer compliant procedure

Research any organizations that the certification body belongs to. The organization is tying its reputation to these organizations in a similar fashion that you are tying your reputation to it.

Non-profit – Public- this is not a necessity, but it will give you an idea, beyond the stated goals, about the purpose for the certification organization. This also will ensure oversight regarding the business practices of the organization, and will provide you with an additional, formal grievance process. Privately owned companies could be more cloak and dagger than publicly held organizations.

Checking references is a standard practice in any business and should not be overlooked here.  Although there are many oversight programs that set quality standards for certification programs, there are currently none that are doing this for the green building industry. The US Green Building Council states that their members determine the direction of their certification programs. Examples of such oversight programs can be found in the healthcare system which has been long established and highly regulated. So, as a member of a young profession, the green business movement leaders may have to rely on old fashioned research.  Call the businesses listed on the certifying organization’s website and ask them about the benefits of certification.

Making an investment in green certifications is an important consideration.  In the words of our pastoral writer, Richard Rudd “Make sure that the certification organization, with which you choose to align your professional reputation, can accept this responsibility.”

About the Author

Chris McCurry is a founder and current owner of Highland Craftsmen Inc.  This business has received a number of green certifications, including Cradle to Cradle Gold Certification. HC was founded in 1990 when green was still a color. Since that time, their mission has been to decrease the impact of construction and harmonize with nature.  Chris’s experience began as a “wholistic nurse” where she received educational preparation in systems theory.  Product designer, corporate strategist, social entrepreneur and cultural advocate, she is also the coauthor of Bark House Style, Sustainable Designs from Nature.