1% for the Planet, in the words of its mission statement, “exists to build and support an alliance of businesses financially committed to creating a healthy planet.” Recently relocated to Vermont, the organization’s  website, www.onepercentfortheplanet.org, features the motto: Keep Earth In Business.

The following interview was conducted for Vermont Commons: Voices of Independence by publisher Rob Williams.

So I’m a musician, and I first found out about 1% through the music of Josh Ritter, who recently played at the University of Vermont. Describe for our readers your organization's mission.

Terry Kellogg: 1% for the Planet exists to build and support an alliance of businesses financially committed to creating a healthy planet. Our organization was started by Yvon Chouinard, founder of Patagonia, and his fishing buddy Craig Mathews, founder of Blue Ribbon Flies, in 2002.  The two of them are quite the pair. They tell this story about how they realized every time they did something good for the environment it was good for their business; that companies had a role to play in protecting the planet; and that more of them should.  

 So what’s happened with 1% over the past seven years since your founding?

TK: Today, over 1,100 companies in 38 countries give 1 percent of their sales directly to environmental causes of their choice under the 1% umbrella.  1% certifies that they make their donations every year.  To date, more than $50 million has been donated.

That’s a big and encouraging number. I notice that 1% for the Planet recently relocated from Massachusetts to Vermont. Why the move?

TK: Our membership and marketing is global, so frankly, we probably could have located ourselves anywhere.  We moved here principally for the quality of life, but Vermont’s extraordinary commitment to and progress on principles of sustainability have made it a perfect home for the organization.  We have access to tremendous talent in the labor market, and we are inspired and supported by the many forward-thinking people, businesses, and institutions in the state.

So back to music for a minute. Explain the genesis of this 1% musical project.

TK: We realize the power artists have to inspire.  Jack Johnson was our fiftieth 1% member; when he traveled on his “In Between Dreams” tour we watched the phone ring off the hook, town-by-town, as he traveled around the world playing and sharing his sustainability message.  Music rallies artists, fans, companies and nonprofits together; fans listen to an artist’s music and are inspired to get involved themselves. The music compilation is an easy way to make a difference for anyone who loves good music.

How did you convince all of these fabulous artists, including our Vermont neighbor Grace Potter and the Nocturnals, to donate a song to the project?

TK: The artists are amazing.  Not only did they give their time and talent to make great music, most of them gave us a rare or exclusive track in support of the planet.  That makes it all the more special because you cannot find the music anywhere else. “Convincing them” was a pleasure.  Actually, the artists have been really excited about the project from the beginning.  Their passion is infectious.  We’re launching a viral media campaign around the music and part of it includes an online site where artists talk about why they support the environment and why they got involved in the 1% project.  

Here are a couple of sample quotations, both substantive and humorous:

“I’ve been so blessed to make a living through making music,” says performer G.Love, “and anytime my music can help an organization like 1% for the Planet help the earth, the environment, and the people who live on it, then it's a good day."

And one of our favorites, from a group called Spring Standards:  “Slacker musicians aren’t in as good a position to help out the planet as, say, a really smart scientist. But I’m pretty sure that a compilation of songs by really smart scientists would suck, so we’re doing what we can to help out and hope everyone else does the same.”

That’s pretty funny. Where do you hope this musical project will go?

TK: The 1% Music project has been a labor of love from the beginning. We hope it will send the message of 1% for the Planet, and the NGOs we support, all over the world.  1%: The Music makes it easy to help the planet. Individuals can share the music online via a 1% Music widget with their friends, family and colleagues, and increase giving exponentially by sharing.  For every album purchased as a result of their sharing, proceeds come back to 1%.

1% nonprofits – and there are more than 1,800 globally – can use 1% Music as a fundraiser.  It’s no cost to them, and any participating non-profit gets $5 from each album sold for their organization.

1% member companies can use 1% Music to demonstrate their partnership with 1% for the Planet and to tell the story in their words, to their customers and employees and partners.  They can be role models to other businesses to roll up their sleeves and get involved.

Artists involved, many of them 1% members and all of them with an environmental stance, can use their talent to inspire others.  We hope to build a community of artists and like-minded supporters who care about the planet and act to preserve it.  1% can become a place to discover cool new music; artists can be a part of 1% and have an outlet for their passion around sustainability and a way to come together with other artists to spread the word.

This sounds like a “win-win” all around. Where can interested listeners pick up a copy of the 1%, The Music CD?

TK: In keeping with its sustainability focus, 1%, The Music is an all-digital release.  Distribution and promotion for 1% Music will be online and offline, grassroots and mainstream.  Listeners can go to music.onepercentfortheplanet.org to buy the album and learn more about the artists and 1% for the Planet. There’s a great film clip on the site, too, of Emmett Malloy and Jack Johnson talking about why they joined 1%.  It will also be available on Amazon, iTunes, eMusic, Rhapsody, and nearly 100 other online digital music sites.  Starting now, 1% member companies like Patagonia and traditional music retailers, will also carry eco-friendly download cards.  These cards enable buyers to go online, input a code, and download great music.

You’ve been in Vermont almost two years. How have Vermont businesses responded to the 1% "Call To Action" thus far?

TK: Vermont businesses are not going to know what’s hit them!  After winning the Greenest Float in the Warren Fourth of July parade, 1% is well-positioned in the Mad River Valley and in the state to encourage participation of any sustainably minded business. Our message is generating lots of interest and inquiry.  And we’ll issue the challenge to all Vermont businesses here: Let’s make Vermont the best-represented state in the 1% network.

California is in the lead today with 257. Vermont currently has six. 2010 is our year!

Sounds like a great challenge for all Vermont businesses. Good luck in your 1% efforts this year.

TK: Thanks, and keep an ear out for the music.