How important is the GREEN MOVEMENT to major retailers?

27 Sep 2012

Jim Debetta

Jim DeBetta’s product development and sales experience has amassed millions of dollars within the retail selling world. Known nationally as a trusted coach and mentor to thousands of inventors and entrepreneurs, he knows how to take new ideas from a sketch on a napkin to selling the final product to major retailers worldwide.

Jim’s career in retail began at an early age with the family business – a fireplace and home hardware company. After graduating from college, Jim went home to help expand the business from a small successful operation into a multi-million dollar business and became one of the most recognized and respected store of its kind on Long Island. Jim stimulated new business, purchased products from all over the world, and ran the overall daily operations.

Jim decided it was time to grow and joined a start up firm that imported binoculars, telescopes, and optical products for children. His retail customers included a “who’s who” in retail such as Target, Wal-Mart, Radio Shack, Sears, Michael’s, Cabelas, Home Shopping Network, Bed, Bath & Beyond, Discovery Channel Stores, Costco, and many others. Jim employed nearly 20 people inside and had dozens of sales reps all over the US, Canada, and Europe. Ultimately, Jim helped expand the company from virtually no significant revenue to a leading brand in the industry that has sold more than 50 million dollars of product since the mid 1990′s. When Jim was ready for a new adventure, he left the company as President and Chief Operating Officer.

Jim decided he was ready for yet a bigger challenge and joined a leading premium incentive company as their National Key Accounts Manager. Jim represented major national brands for this $100 million a year premium incentive firm such as Toshiba, Sony, Nikon, Nautilus, Movado and others. The products were used to create various incentive programs for fortune 1,000 companies around the world.

Jim’s experience has reached far and wide working with various products, retailers, manufactures, and factories. He knew it was time to help those that had a product in mind or ready for production. His goal was to teach others the process without unnecessary expense, time and red tape. That is how DeCavi Corp was born.

As the founder of DeCavi Corp, Jim has helped thousands of inventors and start-ups learn how to get their products developed and sold to major retailers. Jim then merged his firm with the renowned Slingshot Product Development Group which employs a team of 35 engineers, designers, and marketing experts who help individual inventors and Fortune 500 firms alike. Both are recognized as leaders in the inventor product development and commercialization arena. Today, Jim continues to broaden his reach into the world of consumer products and has formed DeBetta Enterprises which is a private consultancy that coaches and advises inventors and entrepreneurs on everything from manufacturing to sales and marketing of consumer products. Jim also heads up the Retail Distribution arm of Kevin Harrington’s TV Goods corporation which today is fueled by the hit ABC reality show Shark Tank.

""Jim teaches inventors how to create sales and marketing strategies, understand the world of licensing, develop a product using CAD design, raising money to fund a business, and locating factories overseas to produce products. Jim is now reaching out to individuals who want to learn how to do it for themselves. Learn how he does that by clicking here.

Jim is a Professional Member of the United Inventors Association, a member of the Georgia Inventor’s Association, Rocky Mountain Inventors Association, and was the former co-host of the Launch Hour – a popular radio program for inventors and entrepreneurs. He is also the author of The Business of Inventing and has written hundreds of articles for industry publications, newspapers, and websites such as Inventor’s Digest, Georgia Magazine, and Entrepreneur Magazine. Jim also appears as a guest speaker for leading trade and consumer organizations, speaks at international conferences, and hosts forum and blog discussions on prominent invention and entrepreneurial websites.

How Important Is The Green Movement To Major Retailers?

I was reading a very interesting article in a retail journal over the weekend and something caught my attention. The article mentioned that most retailers, while claiming that they proudly offer lots of “green” products, do not actually properly promote or even stock such products. Now, I want to start by saying that I am a big fan of companies that produce products that show concern for our environment – especially since I have four children and do worry about their future. However, I am not an environmentalist and clearly understand the needs of companies and consumers but people must make their own choices when purchasing products at retail stores. I felt compelled to visit a few stores after reading this article to get the real scoop and here are the juicy details that I confirmed myself after taking a trip to a few major retail chains this weekend:

  • The store employees of the two local mass merchant retailers did not know much if anything at all about what green products they feature other than “staples” such as organic milk and eggs.

  • When I approached a store clerk and inquired about jeans made from organic cotton (just like the writer of the article did), he had NO CLUE what I was talking about and sent me to a store manager who ALSO HAD NO CLUE what I was talking about. Pretty sad!

  • Many products claim to be green but in fact are not…they just contain a package that is green by being biodegradeable for example. Having an environmentally sensitive package is NOT the same as having an entire product that is produced in a green matter. It is merely a way for a company to say they are green when in fact they are merely clouding the message by confusing and tricking consumers.

  • Most retailers do not properly promote or create awareness of “greenness.” There are exceptions such as Whole Foods whose stores are dedicated to providing all natural products that are carefully scrutinized to meet standards that are consistent with the message they project. If more stores promoted green products, many of us would likely pick up that product and consider buying it. We would also learn more about what other products are good for the environment when produced and that leads to a bigger green movement for sure. Saying you are a green retailer and then hiding the message once inside the store is counter-productive and does little or nothing to promote this important cause of environmental sensitivity and sustainability.

The point to all of this is that the big retailers can do much more to promote these products which can be very good and very helpful to the environment. We as consumers can also do more to learn about what products are actually green and what retails stores carry them. We can then shop and decide for ourselves if these products can really do something to help us and our families…..