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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.

By Lindsay Holloway

Opinions expressed by Entrepreneur contributors are their own.

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.

"[Consumers] are just looking for someone to ask, 'Where do I go? Is this OK?'" says Page Remick, founder of PureZing.com, a St. Augustine, Florida, company that offers online reviews and resources for living a green lifestyle. Prior to launching in 2006, Remick, 56, and her husband, Phill, 58, wanted to change their own lifestyles but found limited resources about green products. So they researched the market, built a product review team and created detailed criteria for the products allowed on their site. Their efforts brought in $320,000 last year.

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