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Green Machines

Can you make a difference and make your business work, too? This entrepreneur says yes.

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This story appears in the July 2003 issue of Entrepreneur. Subscribe »

"I'm not an environmentalist," says Grant Goodman. "I'm just attuned to business ethics." The 45-year-old entrepreneur is CEO of six companies, but his flagship business is Rockland Materials--which employs 230 people and brings in $40 million a year making building materials like ready-mix cement. He works out of Phoenix, a city known for having a "brown cloud" over it. But none of the pollution comes from Rockland Materials, the largest commercial user of biodiesel fuel in the country. Yes, Goodman's 120 trucks run primarily on soybeans. The fuel is biodegradable, nontoxic and virtually free of sulfur-earning him a prestigious EPA award and high praise in publications ranging from The Wall Street Journal to Soybean Digest.

Since you can clearly make money as a pro-environment business, why aren't more companies doing it?

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