CARMEN GENDEBIEN
Co-Founder • A Wholesome
Glow • Canton, New York
“On the farm, our sustainable efforts help us conserve
and protect our soil structure and reduce soil erosion.”
indoor air quality, spa wellness extends to everyday business
choices. Choosing responsible vendors who have natural and
organic products and supplies is an easy way to green up a
spa,” she says.
She warns, however, on the dangers of greenwashing, a
common marketing practice employed by some businesses to
deceive consumers on environmental claims. “Of course, being
sustainable addresses more than just products. Avoid the
greenwashing bandwagon by being transparent and educated
about your business choices. Are you really green or just
starting on the path? Be prepared to answer questions from
clients on your green measures,” she says.
Gendebien, on her part, says their green efforts have helped
to enhance the quality of their businesses. “On the farm, our
sustainable efforts help us conserve and protect our soil structure
and reduce soil erosion. We are also able to reduce fertilizer costs
and save significantly on our water usage. At the spa, these
benefits are evidenced in our treatments, materials, utility
expenses and the quality of the services we provide,” she says.
Eco-Friendly Initiatives
A Wholesome Glow is well aware of consumers’ growing
demand for sustainable practices and clean products,
which is why it operates its farm with philosophical,
SHELLEY LOTZ
Consultant and Author • Green Spas and Salons: How to
Make Your Business Truly Sustainable • Ashland, Oregon
56 PULSE
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March/April 2016
ecological and environmental consciousness. “All of the milk
produced on our farm, is cooled with naturally cold water on
its way to the tank. This is also the water supply for over 400
of our dairy cows. Nothing leaves our farm except our milk and
A Wholesome Glow products. All water, animal food and
wastes are reused and recycled back into the farm. Our animals
are a part of a healthy ecology and we must provide them with
a healthy environment to thrive in, every day,” Gendebien says.
Blue Beautifly categorizes its eco-friendly initiatives in three
buckets: procurement, plant operations and post-consumer. In
procurement, the company ensures that all ingredients are
sourced from organic farms. “With an eco-friendly mindset, we
are keenly concerned about the air and water pollution caused
by chemical fertilizers and pesticides due to oversprays and run
off. In addition, the dramatic decrease in bee population is
largely attributed to conventional farming. Therefore, by
purchasing USDA Certified Organic ingredients, we are certain
that none of our products contribute to environmental degra-