'Green'-friendly business in Fremont to get 'mobbed'

0 Comments | Oakland Tribune, Mar 5, 2009 | by Matthew Artz

FREMONT -- Ranjeet Singh's convenience store might not seem like the kind of place that would draw a lot of Internet-savvy environmentalists. He sells the usual convenience-store staples of canned soup, cookies, dish soap, beer and cigarettes.

But unlike some of his competitors, Singh has agreed to install energy-efficient light bulbs in his store.

That small gesture of environmental consciousness has won Singh the support of local "greens," who plan to show their appreciation Saturday by "mobbing" Singh's Fremont Boulevard store with their patronage.

Singh owns Sam's Best Food Market, which has been chosen as the site of Fremont's first "carrotmob."

Carrotmobs -- the term alludes to "carrot" incentives versus "stick" deterrents -- have sprung up in major cities from San Francisco to London as a way to encourage stores to go "green," or reward them for doing so.

Instead of organizing boycotts of businesses they don't like, environmentalists hold "carrotmobs," which harness the power of social-networking Web sites such as Facebook to get hordes of people to buy lots of stuff from stores that they think deserve support.

"I wanted to make it a party, where the community comes together," said Justine Burt, who is organizing Fremont's first carrotmob.

Burt, who works for an environmental marketing company, served on Fremont's green task force last year. Her job was to encourage small minority-owned businesses to go green, and she thought carrotmobs would help accomplish that.

Burt toured several stores and talked four business owners into talking with PG&E auditors about how much it would cost to install energy-efficient lighting.

Singh was the only merchant willing to pay for the new lights and ballasts, which cost him $280 after a nearly $500 rebate from PG&E, Burt said.

After putting the word out online and to several local environmental groups, Burt hopes to draw 150 to 200 people to the market Saturday afternoon, and ring up about $1,500 to $2,000 in sales for Singh.

Singh, who has seen YouTube videos of carrotmobs, said he is ready for a flurry of customers.

"It looks like it is going to work out good," he said. "It makes sense."

Fremont reporter Matthew Artz can be reached at 510-353-7002 or martz@bayareanewsgroup.com. Read his blog posts at www.ibabuzz.com/ tricitybeat/.IF YOU GO-- WHAT: Fremont's first "carrotmob" -- in which environmentalists encourage customers to support a "green"- thinking business-- WHERE: Sam's Best Food Market, Fremont Boulevard at Parish Avenue-- WHEN: 1 to 4 p.m. Saturday-- COST: "Mobbers" are expected to make a purchase. Donations will benefit Abode Services, formerly the Tri-City Homeless Coalition.