Kermit the Frog may have lamented “It’s not easy bein’ green,” but these days, everyone wants to market themselves as “green.” It seems to make us feel good. You might recall how in the early ’90s, lawn-care giant ChemLawn became (unfairly, to be honest) a magnet for public criticism as risks related to pesticide use became more widely known. With the help of some green paint for their trucks, and a pile of trademark lawyers, ChemLawn morphed into TruGreen, and just like that people started to like them better.
If “green” is a hot brand, then “emerald” must be tops. Who doesn’t like the Emerald Isle or the Emerald City, and now the 750lb. Bahia Emerald is on sale for around $400mil if you’re looking for a bargain. So right out of the box, the emerald ash borer (EAB) is ahead in the PR department. Plus, it’s gorgeous: a tiny streamlined beetle sporting a metallic green paint job with copper highlights. This, coupled with the fact that they’re not at the moment raining from the sky like a plague of locusts, may be why it’s hard to take the EAB threat seriously. But I’m betting a little “tea” will let the air out of EAB’s greenwash balloon. » Continue Reading.