WOW, Kenny..you didn't hold back the punches this morning.

Just as a side note: As a consumer of Laundry detergent, ALL MIGHTY does not sell so well, ( hence the push with Kids) It can't compete when it's usually $1.00 more than the other name brand HE specific types.

Uh what's your issue? I assume you'd like it better if no effort was made at all right?

Absolutely not. Which is precisely why I never said not to engage in it. Unfortunately for the moment it's the best we've got. But as anyone who knows the non-profit industry is well aware, one of the biggest problems they have is reaching out to kids. End of story. There is simply zero excuse for the "eco-conglomerates" I referred to not having come up with this and implemented it successfully a long, long time ago.

Let's hope a marketing or executive director out there picks up the cue and gets a legit contest running.

I think commercial advertisements in public schools is exploitation. I'm not usually on a soap box about this sort of thing, but bringing commercialism (with the goal of increased sales) into our children's learning environment is pollution in its own right.

I think naming public parks and arenas after companies is equally out of place. "C'mon kids, we're going to the Pepsi Pizza Hut park!"

If a company truly wants to help schools and kids, they should do it anonymously. Anything else is grossly subversive. Were this a religious organization or political party, there would be an outcry.

I really don't see the issue. Seems like a pretty good contest to me!

The real problem is that all corporations are ultimately about making money and so will turn on a cause or alter it to their benefit as soon as it becomes unprofitable. A nonprofit could guide their eco marketing and, like Kenny said, reap the financial benefits and redistribute the money to environmental causes and not shareholders.

My first preference would be a non-profit backed by a Green sponsor, my second would be a Green sponsor. Unilever and All (Small and Mighty) -- did I miss the Green version?

Kevin is precisely on to what I'm thinking. And to be quite frank about it, I don't believe even the shareholders are well served in an arrangement such as this. My reasoning is that the programs have zero authenticity as is, and in the long term people will see through that. Particularly as whoever at Unilever is running the program lacks the good taste to keep a giant sized bottle of 'all' off the front page of the website. A much smaller and less offensive product placement would be more logical, though I suspect we may not see that in the future...

Secondly, Susan also makes an outstanding point. In my view, basing a search for the Greenest Grade School in America on the fact that a detergent is now available in a high efficiency format is a reed-thin platfom on which to launch a program such as this. Much akin to the Coca Cola corporation launching a hunt for the "Healthiest Child in America" based on the fact that some of their soft drink products are less harmful to your health than others. And while it certainly is logical to choose the healthier beverage, its creation in no way sanctifies the Coca Cola corporation to create such a program.

Ultimately, the search for the Greenest Grade School in America is a program which demands the highest level of authenticity and eco-credibility. No classic detergent manufacturer, in my book, makes the grade. The only individuals who have the standing to legitimately launch and sustain such a program with genuine credibility for the long term are those who are non-profits with stellar track records. And those large, eco-conglomerates I mentioned above have just that level of credibility. Having accomplished some tremendous things in the past, and earning the respect that they deserve in the process.

Reaching out to kids, unfortunately, just hasn't been one of those areas. And this was (and remains) a golden opportunity for a genuine, authentic group to launch a legit search in both countries. Trust me, companies want and need to partner with authentic green groups. Much preferring to partner with someone already doing something positive like this than creating it on their own, leaving themselves open to legitimate criticism such as this... And I suspect that key executives at Unilever, though suspiciously silent internally for the moment, completely understand the implicit lack of authenticity a program like this, when created by their corporation, presents.

What non-profits need to do is to go out and begin to build viable, unique, successful programs for kids... Then bring sponsors on board in meaningful ways that make a compelling case for their financial commitment in return for tasteful product placement and a terrific level of brand awareness among the most sought after group of consumers in America.

Hopefully someone will launch a legit search, and blow these short-term poseurs out of the water...

Kenny, I want to thank you and my fellow readers for the article and comments they made in response. I started my company a year ago selling only envirionmental products since I've been a "treehugger" since the 70's.. I've worked with schools in the area (free) as much as possible. I've been dissatisfied with the level to which I can interact and change things even with these avenues. I've won many Congressional awards this last year for my environmental efforts but to be honest they sit on a shelf with the dust now instead of being put to good use. I think you have just found my "good use". I'd love to start a nonprofit where the profits could go to Greening schools projects. Why just a contest? I'm thinking that setting up a nonprofit for grants for school green projects might be just what is needed. Thanks for giving me a direction for my next "green" project!

As a full time employed person and a Mom I can tell you it is a challenge to move our elementary schools in a green direction. At the same time we are expected to raise the money for anything our school needs; playgrounds, school gardens, an efficient dishwasher, art supplies, and so on. Most parents at my child's school work full time and although we are educating ourselves on how to be green it is an uphill battle to get schools to adopt greener practices. This morning I saw All's contest (obviously way too late) and I am looking for any other companies on this band wagon. If International Paper wants to pay for our kids to go to Enviro Ed camp - We'll take it. If Microsoft wants to pay for our vegetable gardent - We'll take it. And hey Thanks Progress Energy for buying us 10 large native trees to plant at our school.

Environmental Elitism is not the attitude that will take these companies in the right direction. We always have an opportunity to take them by the hand a lead them to better choices. Even 30% better for a huge company, like All, can make a significant change in our overall environment. When they open up and offer a contest like this it is our opportunity as parents and children to share what we know and raise expectations through a positive relationship.