Via Environmental Leader, consumer products giant Unilever has partnered with a non-profit group called Carrotmob (hmm...my mind is riven with some pretty surreal images, one of which I think was a Lost in Space episode). Anyway, Carrotmob’s approach is to use a “carrot” rather than a “stick” to effect sustainable behavior: “consumers offer to spend money to support a business, and in return the business agrees to make a social or environmental improvement.” The partnership will involve Unilever improving its commitment to sustainable business practices and in return Carrotmobs will “encourage consumer spending and brand loyalty based on Unilever’s pledges.”

At Carrotmob’s first event in 2008, K&D Market, a San Francisco liquor store, agreed that if consumers showed up and spent money, it would invest 22 percent of all revenue into energy efficient upgrades. Four hundred people showed up and spent $9,277, raising enough money for K&D Market to completely retrofit its lighting system, creating an energy demand savings of about .887 kW, Carrotmob says.

I’ll drink to that. I have long been a proponent of such a “carrot” rather than “stick” approach to sustainability. That is, rather than punish companies or individuals who fail to meet some criterion for greenness, reward in a tangible and significant way those who do make an effort. In other carrot-related news (I feel like Les Nessman all of a sudden), UK grocery chain Sainsbury’s will now be carrying “ugly” produce, the result of the driest spring in 60 years, a very moist June, and an even-rainier-than-usual fall that resulted in a 25% reduction in farm yields. As a result, stores can’t be quite to picky in the appearance of the fruits and vegetables they carry. So enjoy their mutant carrots. Slightly off-topic (ha!), but: did you know there is a World Carrot Museum?