I started writing this post a few weeks ago, inspired by this article, PR Agency Warned Starbucks About Wasteful Water Policy. Like, what were they thinking?

I know, I know, it’s hard to think of everything, but that they pay good money to a PR firm then ignore their advice? Hello?

Often what I hear from folks is…do you think I, as a green product manufacturer can do xyz (overpackage; make product in China; use plastic…ship my product over 2000 miles away to a customer)? My answer is

• You probably will have to do some things that aren’t green, but try to do as few as possible.
• Be honest with your customer’s about the things you don’t do green and tell them why
• Be vigilant! Make every one of your employees the “green police”. Set up a feedback system so they can tell you what’s not eco and let them give suggestions on how to fix it.
• Get your customers involved. Set up a greenwatch page on your web site. Solicit ideas from your customers.
• Continuous Improvement. Keep customers informed about your efforts to continually go greener.

And put together a crisis plan! You can find a basic primer on developing a crisis plan here. What would you do special for a greenwash crisis plan?

This post originally appeared on Ecopreneurist at Green Options.com