The company reports that it sells 22 seafood products that are certified as coming from sustainable fisheries, but doesn't say what percentage of its seafood products, or overall sales, they represent. "You can't make sense out of some of the numbers," Ruta says. Similarly, while Wal-Mart deserves credit for encouraging its employees to take on "personal sustainability projects" -- they volunteer to recycle, cook healthier meals and exercise more -- knowing how much weight some lost isn't meaningful unless we measure it against the weight that others gained.

(And Here’s the kicker for me...read the CEO’s statement)

More broadly, the most interesting sentence in the report is probably this one from Wal-Mart’s CEO, H. Lee Scott: "We have found that there is no conflict between our business model of everyday low costs and everyday low prices and being a more sustainable business."

(http://money.cnn.com/2007/11/16/news/companies/walmart.fortune)

So if that’s the case, (if there is ‘truthfully’ no conflict between the business model and being a more sustainable business as the CEO claims) then why is Wal-mart being ridiculed? I believe it’s the same reason why I writing about Apple and the iPhone...

They both leaders at what they do, yet need the right leadership model.

The Solution is to Hire a CGO

During the formation of my company, not only did I research the business model I needed to follow and the best practices I wanted to adopt, I also explored principles of Environmental Leadership for my company. So, I included the position of “Chief Green Officer” in the business plan, and authored:

A Chief Green Officer (CGO), or Chief Environmental Commitment Officer (CECO), is a corporate officer responsible for implementing and managing the corporation's commitment to reducing its carbon footprint and protecting the environment.

The CGO is the highest-ranking corporate administrator of the organization's eco-friendly programs, initiatives, and education, and shares the responsibility with the CEO and COO for the Direction of Research and Development of new technologies and strategies for the company. The CGO reports to the CEO or the Board of Directors.

*Note: also sited on my MySpace page and Wikipedia