Ford, LG Electronics, Tupperware, 3M, and Others Demonstrate Future of Eco-Friendly Products at The Green House

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Some of the world’s leading brands will demonstrate what the future holds beyond “green” – from fuel-efficient cars to energy saving refrigerators and HDTV’s to food and drink that support healthy bodies and planet – in a two-week long Green House program aimed at bringing to life the ease and power of sustainable lifestyle solutions. Green House is a net-zero, LEED-Platinum certified home, situated in the new, net-zero Springleaf community and is the heart and soul of Boulder’s net-zero “green” team that includes George Watt, of George Watt Architecture, Ron Monahan, Tim and Mary Coonce.

Some of the world’s leading brands from Ford and LG Electronics to Tupperware, all will demonstrate what the future holds beyond “green” – from fuel-efficient cars to energy saving refrigerators and HDTV’s to food and drink that support healthy bodies and planet – in a two-week long Green House program aimed at bringing to life the ease and power of lifestyle solutions for the country’s most influential lifestyle journalists.

The program, called The Green House, in Boulder, Colo. is a first-of-its-kind. Starting August 8th, members of the media will live in a specially outfitted net-zero home for three days at a time, experiencing first hand the latest practical and planet-friendly products, services, and technology from an array of companies. The catch? The products featured must support the three tenants of Smart Living—good for your health, good for your wallet, and good for the environment. Sponsoring companies will convey these tenants through customized product experiences.

“The Green House will bring together companies that have never been together before, and create the complete ‘smart living’ experience,” said Len Cercone, partner, Cercone Brown & Co., co-host of the Green House along with Boulder-based research and social mobilization firm Kickstand Communications. “Our hope is to help transform the green conversation from a purely environmental message to show that an eco-friendly lifestyle overall is a better, more satisfying approach to home, finances, family and life.”

LG – In the ‘eco-friendly” kitchen, editors will whip up organic pizzas using local, farm fresh ingredients, testing out LG’s latest energy-efficient appliances and will then cozy up to the energy-saving LG 55-inch LED HDTV for movie night. Editors will also help lighten the (environmental) load by doing a little laundry in LG’s ultra-efficient SteamWasher™which offers a unique ColdWash™ option that combines warm water performance with cold water savings. When editors retire for the evening they will be greeted by energy-efficient Internet-connected LG HDTVs, which will allow them to stream movies and shows directly to their rooms.

Ford– Behind the wheels of a Ford Fusion Hybrid, Ford Escape Hybrid or Lincoln MKZ Hybrid, editors will be tasked with incorporating fuel-efficient driving tips during the Ford Eco-driving challenge and tour through the Rockies. Additionally, editors also will have the opportunity to unplug a Ford Focus Electric from the Green House garage and take it for a spin around town.

Tupperware – Editors will mix, chop and sauté using Tupperware® non-electric choppers and mixers, creating a delicious organic meal that packs a whole lot of taste and not a lot of CO2. In addition, editors will learn about the Tupperware® line of storage containers that preserve valuable foods and snacks and can extend freshness and shelf life, reducing waste and maximizing leftovers.

White Wave Foods – Using Horizon™ organic milk and Silk® soy milk, editors will bike to Boulder’s famous farmer’s market to pick out produce and fruit to be used as key ingredients in the White Wave Foods smoothie contest. While each editor blends away, they’ll learn about the environmental and health benefits of organic dairy and soy versus the conventional choices on store shelves.

3M - 3M Purification Inc. will show how their innovative water filtration systems filter the water that touches our families. From drinking, brushing teeth, doing laundry to running the coffee maker and making pasta, 3M Clean Water Solutions provides water filtration and treatment systems that save families money while providing cleaner, clearer water on demand with less environmental impact. The editors will test their stamina as they enjoy a hike through the Rockies, leading them to enjoy breathtaking views of mountain streams while learning about the importance of water quality and its impacts on health, wallet and earth.

EnergyHub - EnergyHub produces smart, simple, and cost-effective energy management tools, that strengthen the relationship between consumers and utilities. EnergyHub products help consumers reduce energy consumption and save money, while giving utilities a powerful home energy management tool for Smart Grid initiatives.

From the cars they’ll drive to the appliances they’ll use to the very materials used in this beautiful net-zero home, the intent of the entire Smart House, Smart Living experience is to provide a fresh perspective on sustainability, and in turn, how of the Green House guests will lead this new conversation of eco-friendly lifestyles.

Participating brands include LG Electronics, The Ford Motor Company, Tupperware, Horizon, Silk, EnergyHub, Earthbound Farm with more signing on daily. Interested companies or media can contact Caroline Budney, or visit for more information.

Green House Open to the Public
The public at-large will have a chance to experience the Boulder Green House in two ways. First, the home will be open to the public on August 7, 2010 from 12:30 – 4:00 p.m.

In addition, consumers across the nation can experience the Green House through an interactive consumer website featuring all the companies, products, a sweepstakes, and information on smart living at which will be launched on September 27th 2010.

The House itself is located in the Spring Leaf community in North Boulder, Colo., in one of the nation’s first multifamily net-zero-energy developments. George Watt Architecture designed the house, lead by George Watt, a LEED accredited professional. Watt’s work is characterized by the synthesis of contemporary design and the historical vernacular, creating an architecture of today that is firmly rooted to place. Influenced by early experience as a designer/builder, along with a reverence for the craft of construction, his practice has evolved to include architectural design, urban infill design, site planning, and integration of alternative energy resources.

Drawing on solar and geothermal energy and featuring sustainable building products and healthy interiors, Spring Leaf offers 12 custom-designed homes that will exceed LEED-Platinum certification, the highest green-building standards in the United States.

According to Lew Pratsch, Zero Energy Homes Project Manager of the Department of Energy’s Building Technologies Program, “Ron Monahan and Terry Brittan may be the Greenest developers in the country.”

Smart Living Research to be Unveiled at Green House
In addition to highlighting eco-friendly materials and technologies, the Smart House will be the platform to launch an original, in-depth national research study that goes beyond “green” to understand what smart living really means to today’s consumers.

More than a report on attitudes and perceptions, the research (designed and executed by Kickstand Communications) will provide a roadmap to bridge the gap between consumer intention and actual buying behavior. It will provide a segmented look at today’s consumer and deep dive into Smart Living and what triggers sales, a profile of the Smart Living consumer and profiling the future for companies to understand where they need to capture market share and mindshare.

“The Smart Living research is built around action, not just intention,” said Robb Shurr, Principal, Kickstand Communications. “We’ll answer important questions that will give businesses the essential knowledge to succeed in the changing consumer landscape.”

About Cercone Brown & Co.
Located in Boston, Mass., CerconeBrownCompany (CBC) provides branding, advertising, public relations and promotions services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit

About Kickstand Communications
Kickstand Communications is a leading consumer research, strategic marketing, and social mobilization shop from Boulder, Colo. Kickstand specializes in gathering and interpreting difficult to extract consumer insights in “industries in transition” and then making practical sense of the findings so that companies can connect with their customers and build lasting relationships. Clients include Aladdin, City of Boulder, Leave No Trace, and The North Face. For more information, visit


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Caroline Budney
cercone brown & Co.
617-248-0680 ext. 15
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