October 11, 2010
Source: mongabay.com
Most companies talk green, but few—almost none in fact—actually walk the walk. Sustainable design company, Ecostasy, not only walks the walk, but actually seeks out among the most challenging places to work: the imperiled Brazilian Amazon. Specializing in hand-crafted products by indigenous groups—such as jewelry, pots, and furniture—Ecostasy seeks to balance smart economics, environmental protection, and community development. Make no mistake, however, Ecostasy is not a non-profit, but a rare and refreshing example of a company truly dedicated to changing the world for the better.
"In my mind, a virtuous company does not compromise ethical principles for economic interests. For me, being ethical is comprised of conducting oneself with honesty and responsibility to one’s constituencies (customers, employees, suppliers), society and the environment," Katherine Ponte, founder of Ecostasy, told mongabay.com in an interview.
Ecostasy currently works with seven different indigenous groups. These partnerships have proven rewarding for all sides.
"Handcrafted objects celebrate one of the highest forms of sustainable production—preserving communities in their local habitats, generating income through traditional practices, and working in harmonious collaboration with nature," Ponte says. "These efforts enable traditional communities to be the best environmental stewards possible, providing effective alternatives to destructive practices exercised out of economic necessity. Crafts also yield higher income than extractive activities reflecting their higher value added. "
In addition, Ponte says that by receiving pay for hand-crafted goods, indigenous people are able to maintain their way of life and remain "guardians" of their land, avoiding the fate of many who are forced to move to cities to find income or sell their land to industries like agriculture, mining, or logging.
Ponte says that while many may view the communities she works with as 'poor', they are missing the full picture.
"Many of our suppliers are 'rich'—extraordinarily 'rich' in many important aspects, namely family, culture, tradition, skill and character. We do not sell products made by the 'poor', but 'rich' people whose creations and influences are valuable and to be appreciated."
The search for partner-communities and unique hand-crafted products was not easy, and according to Ponte is on-going. Ecostasy is in the midst of talking with four additional indigenous groups to start-up a partnership.
"We made every effort possible to identify individuals and communities living harmoniously with nature and producing high quality products in these regions using these raw materials responsibly. […] We travelled to seven Brazilian states to meet with artisans directly and visited innumerable local traditional fairs to identify and meet suppliers," Ponte says.
The unique business model employed by Ponte has come to be known in some circles as 'boutique' capitalism, whereby forestry or other extractive industries are replaced by communities making top-quality items for eco-minded consumers. An example of this is the Caboclo Workshops (or OCT) which produces 'rustic' furniture in the Amazon for Ecostasy.
"The Caboclo Workshop participants began making small furniture and other small household objects by collecting and using the dead wood that was left in agricultural clearings; no trees had to be felled. OCT is currently comprised of about 45 woodworkers in 6 workshops in 6 communities located along the western shore of the Lower Tapajós River," Ponte says, adding that, "[the project] traces its origins to the grassroots movement in the 1980s that developed to protect community territories from encroaching logging companies."
This year Ecostasy has embraced the International Year of Biodiversity 2010 (IYB) by becoming an official partner in the UN celebration.
"Biodiversity is critical to Ecostasy. Our products showcase biodiversity without which our collection would not be what it is," Ponte says.
While it may be difficult to for companies to become 'green', Ponte stresses that it is by no means impossible.
"I would encourage a company to step away from the trappings of green marketing and rather focus on what substantive action they can take to be green. This often requires thinking outside the box, pursuing a different shade of green. Green consumers are well informed and educated, and cosmetic green actions don’t get much traction over the longer term. More and more, consumers discern the difference between green marketing and green substance," Ponte says.
In an October 2010 interview Katherine Ponte spoke to mongabay.com about Ecostasy's mission and principles, how the company finds its artisans, its work with indigenous communities in the Amazon, and how companies can move beyond greenwashing to green.