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Green Thumbs

It's a jungle out there with all the green products and services to choose from. So start a business that helps consumers sort through it all.

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This story appears in the March 2008 issue of Start Up.

The fast-growing green market has all kinds of companies vying for a share. But it also has consumers overwhelmed by the number of so-called environmentally friendly options, especially since some companies tout their greenness simply as a marketing ploy. Annie Bond, a green-living expert and bestselling author, says "37 percent of consumers say they need more information [about green options]." That means there are plenty of opportunities for entrepreneurs looking to help consumers make the right choices about green products and services.

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