Jeffrey Loch, Chief Marketing and Branding Officer, Director of Green Earth Technologies
With over 20 years of progressive marketing and sales responsibilities within the highly competitive consumer packaged goods arena, Mr. Loch co-founded Green Earth Technologies (GET), a clean tech manufacturing company producing automotive appearance products, engine oil, motor oil and power wash products in 2007. Green Earth Technologies recently announced that they have been granted the “Donut,” the American Petroleum Institute’s Service Symbol for the SAE 5W-30 weight of their green motor oil, G-OIL™. G-OIL is the world’s first bio-based motor oil to achieve these standards and will help reduce dependency on foreign oil and increase US jobs. Prior to GET, Mr. Loch worked for some of the greatest branding companies in the world, including Clorox, Pepsi Cola, Armor All Products Corporation, ConAgra Foods, Wyeth Consumer Healthcare and Dixon Ticonderoga. He used that experience to author the “Marketiquette” philosophy, a description of proper marketing which he applies to his work with Green Earth Technologies each day. A native of Michigan and graduate of Albion College, Mr. Loch currently lives in Florida.
Earth Promise: What changes, or Earth Promises as we call them, have you made in your lifestyle to be more green? Changes in home, travel, work, with your kids and community?
Jeffrey Loch: Wow, this is a big question as we have made significant changes in our family and are taking actions to make a difference in our children’s school as well as our community.
We own two vehicles – One is a regular car (it’s not a hybrid, because we have a large family, but we have our sights on the new Yukon Hybrid!) Our second car is a NEV (a Neighborhood Electrical Vehicle). We take the NEV everywhere possible and our family loves it!
We are expecting and the first thing my wife bought in her nesting phase were gDiapers!
My wife supports the school by being a member of the Environmental Education committee…..offering to support the school in the 3-R’s of education: Reduce, Renew, Recycle.
We recycle and we buy recycled products as much as possible
We buy locally as often as possible are opt for more natural foods and products for our family.
We buy the most energy efficient appliances, ie. light bulbs, Eco Options Washer & Dryer, etc.
We have truly instilled the passion of “going green” with our children and our 5 year old is probably the biggest eco-friendly advocate! Everything we do, i.e. shutting off video games when not in use (and other parents will understand what I mean when I say…even when the kids haven’t saved their game), turning off the lights, only using fans in rooms where there are people, etc, is all part of our quest.
We sponsor in the name of Green Earth Technologies a community Little League Team and provided free samples of G-Oil™ to the League.
Our community sprays for insect management and we are investigating more natural product alternatives to the chemical insecticides currently used.
In our business, we believe that we need to practice in every aspect of what we do, a greener way. For example, we print on recycled paper with soy or water based inks, using paper that has been processed chlorine free whenever possible.
EP: Tell me a little about yourself as well as your involvement with the environment?
JL: As Co-Founder of Green Earth Technologies, I am proud to be marketing products that truly make a difference, products that actually contribute to a higher purpose. Green Earth Technologies, Inc. produces G-branded superior performing totally green products made with American-Grown Base Oils that utilize the power of nanotechnology to deliver environmentally friendly products with no compromise… meaning, consumers can now “do their part” without having to give up performance or value: Save the Earth – Sacrifice Nothing. GET products are now available at Home Depot, VIP, National Auto, Fred Meyer, Kroger, Albertson’s participating ACE & True Value dealers, California Hardware, Redners, Trader Horns, The Andersons, Biggs, Bennett Auto, Frank’s Auto Supermarket and Amazon.com. Please visit www.getg.com for the latest news and in-depth information about GET and its brands.
EP: Were you “green” as a child?
JL: No, we really weren’t….we were raised in the age of convenience…..packaged foods and gadgets! However, at an early age I was always running around the house turning off all the lights when not in use (sometimes, even clocks) as well as tightening the water faucets. In addition, I collected old newspapers and turned them in for money. We also purchased TOWN CLUB POP (Detroit, Michigan), which was a reusable/recyclable soda company that allowed you to fill up a wood case of 24 of your favorite flavors…when the product was consumed, then we would bring the empty bottles back and fill another case.
EP: What was your first, ah ha! Green moment?
JL: We have 4 boys (and another boy on the way!), when one hears about Global Warming, whether one believes in that concept or not, there is still an integral need to understand and do what’s best for our children and our grandchildren …….a personal evaluation of integrity and our contribution to teaching values that can reduce an obvious imbalance of consumption. But then what? That’s where the ah ha comes in, figuring out what to do about it and how! We believe that more people want to do what’s best for their families and the environment if they only knew how!
EP: Sometimes if a message is played over too much, consumers will tend to ignore it after a while or tune it out or turn against it. How can green Evangelists be more effective in making sure we are relevant but not overbearing?
JL: Our company has the tag line of Save the Earth-Sacrifice Nothing. We are offering products that consumers can trust without giving up performance or value.
In our personal lives, we realized that every little bit can make a contribution. But what’s really happened for us, is that with each step, the next step becomes easier AND then we started seeing the benefits of living greener in the today….and that it’s really a more enjoyable way to live…. Right now!
EP: There are lots of people who fit into two eco groups – “think green”, meaning they know there is an environmental issue and they are concerned, but do not take any steps to help. Then there is the “act green” group who take action and make changes to help the environment. Getting people to move from the “think green” group to the “act green” group is key. What steps can be taken to make this transfer happen?
JL: Educating consumers that there is a first person benefit to going green now…..like our 2-cycle oil is not only biodegradable, but it’s no smoke, no smell, and safer for you right now is a good first step. Having great products that work and also happen to be green makes it easier to be green.
EP: Let’s say you get a one hour meeting with President Obama. What advice do you give him about making Earth Promises in his life?
JL: To continue to bring attention to GREEN, but to help define it by establishing benchmark and standards…too confusing for the consumer, who in most cases, wants to “DO THEIR PART”. Along these topics, I would like to suggest that the government help the SMALLER companies & organizations that are already pursuing earth promises. This money is to help promote, not put them at a competitive disadvantage. In the end, we would all win.
EP: If you had to put together an ad campaign around the climate crisis and global warming, what topics and images would you include? What do you think hits home with people?
JL: Well, as marketing folks, we know that different messages speak to different people……we have a dual message at Green Earth Technologies 1) Performance and Value 2) Heartstrings of making a difference. Tying those two messages together can be a challenge. We have a couple of different campaigns in development. Personally, one of our favorite concepts is a tree, standing alone, striped of it’s leaves, in a dreary black and white setting….with a white surrender flag…and in a closer look, that flag is really a tattered plastic garbage bag….the ad is tagged with the comment….”Mother Nature Has Spoken”. This ad will really speak to those that already have a conscience for Green, therefore, our core campaign will likely have more of a performance message, because converting consumers to “act green” and not just “thinking green” is where we will all benefit most!
EP: What are some of the things that anger you or drive you crazy that you see people do that hurts the environment?
JL: Honestly, being judgmental isn’t going to help make a difference (though I hate seeing people throwing trash out their car window), most of us in our 40’s didn’t really grow up green, so I was one of “those people”. So, leading by example, educating the first person benefits of going green now, offering products that Save the Earth – Sacrifice Nothing we feel, is the best approach.
EP: What is the most vital message you hope people will hear regarding the environment that will lead them to take action?
JL: That it’s not necessary to give up performance or value in acting green, every small contribution counts…..AND there are benefits you can reap in your life by acting green right now!
EP: What is the one Earth Promise you are going to make in the future that you have not done yet?
JL: We would like to develop a social responsibility program at Green Earth Technologies that carries the message of green to more people. Educating children as well as educating the educators (teachers) is our vision to creating a truly sustainable long term difference.
EP: Thank you very much.
