Wednesday, June 20, 2007

Homegrown Satori ::.

By Cullen Poythress

Al Gore’s film An Inconvenient Truth is heralded as being one of the most influential environmental films ever produced. Aside from educating viewers about the dangers of global warming, the film raises some serious questions for modern business. Gore suggests that what’s good for the planet isn’t always what’s convenient—often requiring businesses to go against what’s most efficient, affordable, and easy. So if global warming is our eminent future, how will the next generation of businesses cope with the burden environmental issues impose and still produce viable, affordable, renewable, and overall environmentally friendly products? It’s not an easy question by any means, but a small warehouse-based skateboard business in San Francisco’s mission district is doing its part to try and figure it out.

Originally founded in Athens, Georgia, Satori Wheels has held eco-centered living at the center of its business philosophy since its inception in 1998. “From the get-go we knew wheels would be our in,” says Satori Owner and President Craig Nejedly about his early days in business. “But we always wanted to develop our softgoods program using the eco approach.”

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